Showmen's Trade Review (Oct-Dec 1941)

November 1. 1941 SHOWMEN'S TRADE REVIEW Page 33 the SHOW BUILDER A Monthly Feature Dealing With Practical Ideas for Booking And Exploiting SHORTS SHOPPING Only One October Subject Gets 'Poor' Rating; MGM Wins First Place in Interstate Tabulation Keener Interest in Shorts Seen One short subject reviewed during October in STR was rated "superb," which means that, according to the definition of the word, the subject had "grand, impressive beauty; majestic; imposing." Now, of course, "Lend a Paw," the Walt Disney cartoon so rated, is undoubtedly excellent entertainment, and we are not taking issue with the reviewer for his use of the word "superb." We do, however, take issue with those who, through common use of such words as "elegant," "divine," "glorious," "superb," etc., make them all applicable to anything that's better than good. And while we're doing it, we might as well take issue with ourselves, for we're guilty, too. Most of last month's subjects were "good," "very good," "excellent" and "interesting"; only one was "poor." Lovers of horses weren't forgotten, for one of the shorts, "Pampas Paddock," was rated "for horse lovers." All in all, exhibitors have reason for feeling optimistic when the majority of one and two-reelers in a single month are on the "good" side. It is an indication that most shorts are being given feature picture production treatment. Perhaps the time is short until not a majority but all the subjects reviewed in a 30-day period will be high in quality. AM PA Short Subject Day There should be a large turn-out for the AMPA All-Industry Day Short Subject luncheon November 13. Besa Short will forsake the Texas plains to be present for the occasion. For details, see story in this section. While we're "on Texas soil," we'd better report the box office results of a recent tabulation of shorts subjects shown by the 130 theatres of the Interstate Circuit during the past year. MGM received first place with five money-makers: "1-2-3 Go," "Coffins on Wheels," "Penny to the Rescue," "More About Nostradamus" and "Third Dimensional Murder." Warner Brothers and RKO-Radio tied for second rating with three outstanding subjects each to their credit. Paramount, 20th Century-Fox and Columbia finished third, fourth and fifth. A certain theatre in a certain town in a certain state, playing Warners' "Carnival of Rhythm" recently, used this line in advertising the subject in newspaper ads: "Music as You Like It." While music plays its part in "Carnival of Rhythm" (see Shortanalysis in STR, Sept. 6, p. 27 for selling angles), its principal bid for fame was its colorful, exotic Portuguese dance rhythms, interpreted by Katherine Dunham and her troupe. Merely underlining the title in advertising as "music as you like it" not only veiled the chief attraction of the two-reel Technicolor subject, but failed to give it the selling it deserved. Public's Increasing Interest More Careful Booking by Although not in the currently accepted "blitzkrieg" fashion, short subjects are coming into their own once more, with the "public showing keener interest and exhibitors exercising increasing care in their bookings, according to Harry Michalson, RKORadio short subject sales manager. Evidence of the trend was especially noticeable, Michalson said, during his recent trip to the Coast, on which he visited six of his company's branches, talked to circuit and independent exhibitors, received from them "the definite observation that they are paying more attention to short subj ects " The RKO sales execu HarrV Michalson tive found that shorts are being screened more frequently and more widely than ever before ; that exhibitors who heretofore had booked them as fillers without much concern as to style or subject matter, are now very specific in their selections. They know what they want and must have to add box office appeal to their programs. This in itself, he pointed out, augers well for the future, for it indicates that exhibitors have evidence of ever-increasing demands of their patrons for entertaining and worthwhile short subjects. As further proof of growing public interest, Michalson cited an incident which occurred recently in Iowa. A woman patron of a Cedar INDEX TO SHORTS SERVICE Presenting AMPA to Fete Short Subjects 34 Back Stage in the Short Shops 36 Emphasize Serials1 Adult Appeal... 37 Latin-American Appeal for Disneys. . 37 Newsreel Synopses 39 Quiz Kid Reel Exploited in Boston. . 36 Selling Ideas on "Tell-Tale Heart". . 40 Short Subjects by Series 38 Short Subject Reviews 38-39 Shorts Shopping 33 Universal's Exploitation Contest.... 34 in Featurettes Reflected in Exhibitors, Says Michalson Rapids theatre had been unable to see a certain issue of The March of Time during its local engagement. Unaware of the existence of an RKO exchange at Des Moines, she directed a letter to the home office in New York asking where, within a radius of 50 miles of Cedar Rapids, she could see the subject. Discussing the observations of his trip still further, Michalson declared that not only were shorts being booked in greater numbers, but that they were also being adequately billed through special lobby displays and newspaper advertising. A study of newspapers, he said, reveals that local columnists in many instances singled out certain subjects for special mention — something that rarely has been done in the past. Topical subjects appear to lead as favorites for comment of this character, he said. Giving Public What It Wants As to the responsibilities of the producers in giving the public what it wants, Michalson said that subjects which appeared not to be "moving ahead" were being replaced by "new and appealing subjects." Speaking for the shorts product being distributed by his own company, he pointed to the Walt Disney cartoons, The March of Time and Sportscopes as subjects that continue to find a popular market. Many exhibitors, he said, have found it profitable to play such series as Information Please, Disney cartoons and Sportscopes in individual groups. Even the sport reels have been broken down into hunting, golfing or fishing groups with highly favorable results. Questioned concerning the possible return of two-reelers to the important spot they once held in short subject schedules, Michalson said that the present output was being favorably received by the public. Whether or not there will be any increase in the number produced, however, depends on at least two factors: the apparent interest of the public and running time. The variations in running time, he said, had often made it possible to book two-reelers in double-feature territories, with the result that these subjects enjoyed wide popularity. Changes in policy, from duals to singles or vice versa, might also affect the future of two-reelers, he said. Current Budget Highest in History Michalson, who has been associated with RKO-Radio in his present capacity since 1936, said that the current budget was the highest the company has set in many years. He declared that this year's RKO-Radio short subject billings were 15 per cent ahead of last year. To prove how current world conditions have affected the demand for topical subjects, he singled out his company's newsreel business which, he said, was the best in a decade, adding that over a thousand new accounts had been added in the last twelve months.