Showmen's Trade Review (Jul-Sep 1942)

July 18, 1942 S H O M E X ' S TRADE REVIEW 11 Air Announcers and Program Men Valued Press Agent Contacts Altogether too many theatre managers are overlooking one of their greatest avenues of first rate publicity in failing to gain favor among the program arranging and announcing personnel of local radio stations. The men in charge of these departments are in position to lend assistance of the kind that actually directs dollars to the box-office. These men are constantly confronted with the exacting problem of split second timing and the instances where mention of a theatre attraction can be tied effectively to their paid commercials are many — and very frequently provide the extra seconds necessary to give their customers full value right up to the last fraction of the time purchased. They are also faced with the necessity of making constant changes in their spoken appeal for attention to the merchandise they publicize and their minds are always open to suggestions where a new line of customer approach is offered through picture personalities. Direct recommendations are not essential and not to be considered under any circumstances not already covered by star or production company contract. However, there are parts of every film that lend to inferential comment that will benefit both the theatre and the radio advertiser. The station sustaining programs are always a trying problem to the management and timely suggestions for filling in the period with an entertaining feature in which the public is certain to be interested are invariably welcome. The theatreman who establishes friendships with the men responsible for the carrying out station program arrangement and commercial announcements will find the association of great value in keeping his theatre and its attractions in the public eye. Keeping abreast of the commercial companies using time on the station and the merchandise they offer, watching for instances where the action of pictures or spoken dialogue lends itself to advantageous tie-up and in other ways evidencing a willingness to help and be of service to the station personnel will bring many a "plug" of the kind that sells tickets. Bathing Beauties Compete in City-Wide Contests at Loew's -A. Bathing Beauty Contest to choose "Miss Brooklyn of 1942" got under way at Loew's Theatres this week, with a prize of a $100 War Bond to be given the winner. .\ record number of young women have entered the contest, preliminaries of which were held July 9th at Loeu'h Hillside, Jamaica; July 10th at Loew's Pitkin in Brooklyn ; July 14th at Loew's Premier, Oriental and A^alencia in Jamaica. The winners of the contest in the seven Brooklyn theatres, will be eligible to participate in the finals, whicli will be held at Loew's Metropolitan Theatre, in Brooklvn, on Mondav, Julv 27th. Time Ripe for Coupon Book Sale to Aid Charity and War Drives With so many deserving groups and agencies seeking funds for pet charities, war relief campaigns, etc., the time should be ripe for the sale of coupon books by theatres. By offering the committees a substantial commission on the sale of such books, theatres are in position not only to increase their own revenue but to contribute materially to the success of the campaigns. Certain it is that solicitors will find the public more receptive to the purchase of admission coupons that guarantee full value to the purchaser and still assure a material contribution to the deserving fund than to the making of outright donations. There are six or more organizations seeking funds daily in practically every community in the nation and their effort represents a goodly source of revenue to the theatre successfully arranging for coupon book cooperation. Even if the sale does not enter the upper brackets of success your house will benefit from the dignified mention given by the solicitors on their every call. Here Are Basic Rules If you go in for the activity it is well to observe certain necessary details essential to satisfactory handling. Be sure that the organization is a responsible one and that some member of good responsibility and character is appointed to handle funds and account to the theatre for the books sold. The coupon books need not be expensive. Coupons of 5-10-15 and 25 cent denomination can be stapled together with a cover detailing "Yankee Doodle Dandy" Foods Latest commercial tie-up for "Yankee Doodle Dandy" is the rlesignating of wholesome wartime foods as Yankee Doodle Dandies by the food editor of the New York Hcrald-Tribimc. ri/i] Saxton's "Live" Window To exploit "Twin Beds" at Loew's Century, Baltimore, manager W. K. Saxton arranged for a professional model to appear in the window of one of the better stores in the business section and engage in a routine that included the application of the new stockings that come in a bottle and are applied with a brush. The stunt drew such crowds that the store kept it going throughout the engagement of the film and at times as many as three policemen were required to keep the crowds in mot on. George Avis, Loew's publicity man, assisted. t'le charity movement for which it is sold. Each coupon should be numbered and it is advisable to keep the totals to a peak of $2.50. Keep a record of the numbers of all books turned to the cooperating organization and establish a certain day when weekly accounting is to be made to the theatre of books still cn hand with members and settlement made for the books sold since the last audit. A record of the numbers of the books paid for should be kept in the theatre office and the numbers of coupons presented for admissions cliecked against the books each morning. In this way you will have an accurate check of just what the organization is doing and be able to request settlement from members inclined to vacillate. It is advisable for the manager to meet with the members of the organization at frequent intervals and deliver pep talks to keep interest rife. However under no circumstances should there be any favors extended about promnt settlement. Once an organization is allowed to feel that settlement can be deferred they will lose, all interest in the activity and you will be left holding the sack for whatever revenue they have collected. With the theatre check on numbers you always hold the advantage of being able to communicate with the person to whom the coupons were sold and discredit all future effort of the group. They will be aware of this and treat the working arrangement with 3-our theatre accordingly if you are insistent on prompt accounting. It is also advisable that you arrange to make some deliberate mistakes in the ruling or printing of the coupons. Don't make it obvious but be sure that there is some error such as letter of wrong font or a croaked rule that will minimize the possibility of counterfeiting your coupons. Your printer will help you on this and make sure that the same difference appears on each and every coupon. It is possible to have three or more agencies working every day as canvassers for your theatre. A separate cover for each group will satisfy their vanity and aside from the revenue that will accrue there is the element of having several prominent ladies going around the town telling people about your theatre. You might help the drive along with a free frame on the screen, a lobby display and in other ways that evidence your desire to cooperate to the fullest. Make the discount you agree to give an inflexible figure subject only to increase on an established sliding scale depending on the quantity sold by each group. Checker Champs Ballyhoo For 'The Bashful Bachelor" Manager Sterling W'ay of the Isis Theatre. Boulder, Colorado, staged a local checker championship to exploit the showing of "The Bashful Bachelor" at his theatre. Way tied in with a local merchant who provided the necessary paraphernalia and a prominent window. Stunt got under way with a bang when the Alayor of the city officiated at the opening and personally challenged all comers. A street bally of a hand cart loaded with display material and pushed through the streets by two men attired in Lum and Abner costumes, public address announcements and a tie-up with local drug store chain also were used.