Showmen's Trade Review (Jul-Sep 1942)

12 SHOWMEN'S T KADE REVIEW July 11, 1942 Scott Sticks Stickers Where They'll Do the Most Good/ Introducing Cosmo Newsette Just when we try to be happy and optimistic, along comes a card from someone spending a vacation at a summer resort, and that inevitable "wish you were here" invariably causes us to bemoan our plight of having to work while others play. But then we have one consolation : when we're paddling around in the cool surf, we can take time out to turn the tables on those who sent us those cards. Meanwhile, we must bide our time. And while we're biding our time, it might not be a bad idea to see what's doing on the Program Exchange front. Well, things are somewhat (|uiet. Not much activity. We have been waiting to see a copy of that new Moviegoer program put out by Manager Chris Christos of the Lincoln Theatre, Chicago. On reading the first line of a letter from Chris this morning, we began to rejoice, for the program had come. After all, didn't that line read: "Here is the Moviegoer"? Yes, it did, but there was no Moviegoer. So — we'll have to wait patiently until the Lincoln management sends us a copy. Evidently he forgot to include it with the letter. Kenney Has Something There! While we're "in Chicago," we might as well hang around for a while, inasmuch as a number of programs for \\'arner theatres have come our way. In his Cosmo Newsette, Manager R. J. Kenney of the Cosmo Theatre has something. While it is just right for a miniature newspaper, Kenney refrains from giving it that "newspaper" touch on the front page, at least as far as the copy we have is concerned. Where merchant ads and ads on current attractions do not fill the page, he uses the remaining space for institutional copy which plugs the theatre's comfort, its value to the community, the Saturday kiddie matinees, the availability of War Stamps and Bonds, etc. Neat printing job, good program. When we first looked at the program for the Jef¥ery Theatre, managed by ,Robert Busch, wc were afraid Busch had revealed a military secret, for this headline stood out: "Fair Weather Ahead." But it didn't concern "outdoor" weather; it had to do only with the "Your Application Blank" Clip and Mail Now! STR Program Exchange SHOWMEN'S TRADE REVIEW 1501 Broadway New York, N. Y. Dear "Chick": — I hereby apply for membership in the STR Program Exchange. I understand that entry of my name on this coupon signifies a willingness to exchange theatre programs with other theatres, but involves no other obligation. Only managers, ssiistants, or men in charge of programs eligible. Name Theatre Position City State Members Added This Week John J. Hamilton, Schine's Riviera. Rochester. N. V. L. E. Berrv, Webster Theatre, Springhill, La. Roy Williams, Port Theatre, Port .St, Joe, Fla. weatlier inside tiie Jeffery. And since the temperature inside the theatre can't possibly be of interest to anyone but Jefifery patrons, here's the rest of the copy, which you might use yourself : "All summer long you can be assured of cool ocean breezes and clean mountain air when you attend this air-conditioned theatre. Come often — be cool — be entertained — be happy — and forget the ??? weather." Leon Scott's Swell Idea Now here's a swell idea, and proof that it's swell comes from Manager Leon Scott of the Margie Grand Theatre, Harland, Ky. Scott is always distributing stickers. Well, where does he stick them? On show windows, on telegraph poles, on auto windshields ? Nope ! He ties in with a local newsdealer who, when making deliveries, affixes the stickers to upper left-hand corners of the front pages of local newspapers. Says Scott : "This, of course, assures us of getting our message across to the public, and we have found this method a most economical and profitable means of distributing items of this kind." Certainly there's no harm in trying this stunt in your own situation. Most of the stickers employ a one-column ad mat, although occasionally Scott likes to use a two-column slug. Printed in red. the stickers stand out from the rest of the newspaper front-page copy like a sore thumb. The Margie Grand theatreman took one of the most dramatic of the press book ads on "In This Our Life,"' utilized it in a handbill which he distributed throughout the community. And on a recent issue of The March of Time (hope we're not repeating ourselves, for we have a feeling we mentioned this one before) he sent out postcards to persons on his mailing list. Harland Rankin Celebrates With Anniversary Program That's a nice anniversary program Harlanrl Rankin distributed for the first anniversary of the Centre Theatre, Chatham, Ontario. .\ reIjroduction of a pretty red candle aj)peared on the front page. Rankin announced a gift for every child during anniversary week, and also arranged with a local taxicab company to drive winners of a Lucky Number contest to the theatre free of charge. On the back page of the program were expressions of appreciation for "the hearty cooperation we have received from Harland Rankin." Thirteen merchants were listed, each of^ wliom made a complimentary statement that certainly must have warmed Rankin's lieart. .After all, Rankin is one of the very few theatremen who maintain friendly, cooperative relations with local merchants. In Chatham, the merchants are always eager and willing to "go along" with the Centre management because he has proved that merchant-theatre cooperation can be beneficial to both. There's that red light, so we'll see you again soon. Winner Sells Bonds and Stamps Selection of a local "woman of the year" was followed by the sale of War Bonds and Stamps from a lobby booth by the winner, as a feature of the "Woman of the Year" campaign put over by Kenny Mead, Main, Pueblo, Col. Above, the "dim out curtain" which advance publicity from Ben Serkowich at the Capitol Theatre, New York, said would be used for the gala premiere of Universal's "Broadway." News this week that Coney Island proposed to erect a dim out curtain recalled the Serkowich publicity gag. Dim Out Curtain Makes Press Agent Gag Come True The plan of the Coney Island Chamber of Commerce to erect a monster 14-block curtain to screen the light from the concessions and enable the pleasure spot to conform to the coastal dimout regulations, as published in the Nczv York Times, is proof that even the most fantastic of publicity "pipe dreams" possess possibilities of actual achievement. Some five weeks ago Ben Serkowich, publicity representative of New York's Capitol Theatre, smoked up a hallucination for the erection of an immense "blackout awning" that would completely cover the Capitol Theatre marquee and upright sign. Ben's "blackout awning" was to roll up during daylight hours and unfurl each night across the intersection of Broadway and Slst St., to prevent the front lighting of the theatre from being visible to airplanes above and keep the "lume" from silliouctting ships at sea. The Serkowich "pipe dream" was never presented to the authorities but the Coney Island plan was received by the Mayor of New York and passed on to Park Commissioner Moses, who after due consideration disapproved the plan, much to the genuine disapnointment of Coney's business men. This is not the first instance where the imaginary perceptions of publicists have blossomed into actual being. This same Serkowich, back in the days when sound was new, heated up a hallucination about theatre walls made of plaster of paris applied with a clawlike trowel that would allow openings in the walls to absorb sound and prevent reverberation. The idea was widely ridiculed but the "spook" came to life a few years later when recognized authorities proposed the method as modern acoustical treatment. Exploring the land of illusion is the most fertile field for the mental meanderings of the pursuers of publicity and many of their \-agucly conceived ideas wander ghostlike through the graveyards of improbability until necessity finally brings about their germination and they find practical expression in civilization's march of progress. Plenty Plugging on "My Gal Sal" In Cleveland the Hippodrome Theatre tied up with the Arthur Murray Dancing School to exploit Rita Haywood's dance of¥erings in "My Gal Sal." In Charleston, West Va., the management of the Kearse Theatre arranged coop effort witli the juke box operators and secured .350 prize locations using stickers plugging the songs.