Showmen's Trade Review (Jul-Sep 1942)

16 SHOWMEN'S TRADE REVIEW July 4, 1942 Helps Government and Theatre Here is another example of how Manager Harold Grott of the Met Theatre, Baltimore, is tieing in his current attractions with the campaign to promote War Bond and Stamp sales. Grott uses the title of nearly every principal attraction in a program cover stunt like the one above, which was on Columbia's "The Lady Is Willing." Picture of the Month Club Organized by Arnold Stoltz; Ingham's Cartoons Still Score Without mentioning the weather (we can't, anyway) we'll get right down to business this week. Showman-Promoter Arnold Stoltz of the Avon Theatre, Utica, N. Y., seems to have hit on a new idea, and unless our eyes fail us, it has been "Copyright 1942 — All Rights Reserved." Which probably means, although Arnold will have to put us right on the matter, that the idea can't be used elsewhere without his permission. Is that right, Arnold? Announcement of the idea was made in the form of a four-page herald. On the front page, above a three-column sketch of Jeanette MacDonald and Nelson Eddy, was this headline : "Something New ! Join Now ! 'The Motion Picture of the Month Club.' " Turning to thfe second page we found this copy : "How often have you missed . . . the picture you should have seen? Now, 'The Motion Picture of the Month Club' lets you know the important not-to-be-missed-ones in advance ! How is the motion picture of the month selected ? Your local theatre manager studies the many pictures offered during the month, and with the help of reviews and judgment of opinions of leading critics, selects the outstanding photoplay from the standpoint of cast, story and production . . . the June selection, T Married an Angel,' is not only 100 per cent in these points, but has the added charms of beautiful, tuneful, Rodgers and Hart musical numbers to set you humming ... it was a successful Broadway hit and is even more delightful as a photoplay." Well, that's the dope. What do you think of it? : Wonder if additional interest on the part of tile public couldn't be generated by listing all the attractions to be shown during the month, then letting the fans guess which one will be chosen as "The Motion Picture of the Month"? And how about rewarding those who see four "pictures of the month" in succession with a guest ticket to see the fifth picture free, as a bonus? Well, anyway, Arnold has something, and we hope he continues to capitalize on it. "Take the bunch to lunch," says the copy on tlie front page of Bob Ingham's Orange Theatre program, "then to a good show at the Orange." The copy serves as a caption for a sketch of "Editor Maurice Osterman of Shea's Movie "the bunch" sittmg down to partake of lunch. q^^^^^ ^^^^^ attractive, interesting publication for Just another of those effective cover cartoons shea theatres in Western New York, offers two used by the Orange, Mass., showman. ti^-i^^tg each week to the writer of the most interesting letter published in the "Cheers and "Your Application Blank" Jeers' column. This week's prize-wiWr w^^ a brief poem, to wit : More Abbott and Costello Clip and Mail Now! plays— Are Needed in these trying days— Noth ■ ing like a good old smile — To make life happy STR Program Exchange and worthwhile." Another writer suggests pic SHOWMEN'S TRADE REVIEW tures of directors on the cover because "many 1501 Broadway readers desire such a change, as they are usually New York N. Y. acquainted with the actors and actresses." /-I 1 , 1 1 1 Sample copies of the Macon Movie Mirror, Dear Chick :— I hereby apply for membership in. tabloid program for Lucas & Jenkins theatres the STR Program Exchange. I understand that entry Macon, Ga., have reached our desk, and we of my name on this coupon signifies a willingness ^^e glad to have the opportunity to study them, to exchange theatre programs with other theatres, Eight thousand copies of these four-page newsbut involves no other obligation. Only managers, papers, size lP/4xl7i/4 (folded), are distributed assistants, or men in charge of programs eligible. g^ch Thursday. An "at a glance" directory of attractions is always featured on the front page. Name while art and copy are well-balanced to attract the eye. Another front-page feature is the index of advertisers. Most people like contests, heatre (-i^gj-g jg usually one featured in most issues, with guest tickets as prizes. Position Although our space has not run out — we could have used at least two or three inches more — we have decided to stop here so we can go out and bask in the — my! is it raining or snowing, is it hot or cold? Wouldn't certain people like State to know ! See you next week. No matter what the picture, Harland Rankin never seems to be at a loss for a tieup. When he played an English-made comedy, "On the Beat," a few days ago, he got out a handbill which was paid for by a cooperating merchant whose tie-up copy went something like this : "There are several different kinds of 'beats,' such as The Policeman on his 'beat,' the dead'beat,' the 'beat' of an old maid's heart and the drum you can 'beat,' but you can't beat Sherman's for better values in furniture and men's furnishings." And we're just about ready to conclude that you can't beat Rankin on promotional tieups. Second Big Campaign Set on 'Sergeant York' One national campaign in the hundredthousand-dollar brackets usually is a lot for even the biggest of special feature releases, but in the case of "Sergeant York" a second campaign equaling the original advanced-price engagements of the picture has been launched for the July 4 general release at popular prices. As minutely mapped out in an informative 64-page brochure prepared by Mort Blumenstock's advertising organization in the East, the coverage of the new campaign is spotted to embrace a total of 106,015,883 readers of magazines, newspapers and fan publications, including Life, Look, Redbook, American Weekly, This Week, etc. The fan magazine outlay alone calls for a two-month schedule of full-pages in all the 14 national publications. Makeup of the magazine ads, with composite illustrations, is designed to utilize every entertainment approach and thus appeal to all types of audiences. Another unusual angle of the "York" campaign is that the original elaborate press book and the present merchandising manual have been still further augmented by a supplementary press book, containing ads and other material applicable to all situations from the big metropolitan centers to the small suburban spots, with stress on the "first time at popular prices" angle. Declare Half Holiday So Students Can See 'Fantasia' Selling his campaign on the grounds that Walt Disney's "Fantasia" was a cultural achievement, Frank McCarthy, owner of the College Theatre, Brookings, S. D., enlisted the whole-hearted cooperation of the local educational authorities in making the engagement of the picture a whopping success. Officials of the University of South Dakota, which is located in Brookings, joined the local public school heads in aiding McCarthy's campaign, and both groups declared a half holiday in order to afford the students an opportunity to see the picture. Prior to the special matinee which McCarthy held for this purpose, the entire college as well as each school in Brookings gathered in their respective assembly rooms where a full description of the RKO Radio release, stressing the picture's musical and educational values, was read to them. A swell selling job was done by McCarthy because the special matinee was a complete sell-out. Helm Does Thorough Selling Job on 'Captains of Clouds' W. Helm, Avon Theatre, Stratford, Ont., recently turned in a thorough exploitation job on "Captains of the Clouds." His campaign included a Superman playing contest with radio tie-ins and model give aways ; Canada Starch plugs and newspaper space as well as plane photo premiums promoted by newspaper coupon ; two-page cooperative ad promotion in the daily paper ; flock of windows ; the loan and exhibit of a swanky uniform and equipment from the officer commanding the RAF training school at Prince Albert ; an usher dressed in a flying suit for a big kiddie matinee ; parades to the theatre by the Wingettes and local Air Cadet troup. Erickson's Grass Skirt Display To boost "Song of the Islands," Manager Everett Erickson of the Rhodes, Chicago, placed a fake grass skirt in the foyer, called attention to it with this copy : "Not much appeal to this skirt now, is there? But wait until you see Betty Grable in one just like it in 'Song of the Islands, etc' "