Showmen's Trade Review (Jul-Sep 1942)

10 SHOWMEN'S TRADE REVIEW July 25, 1942 ON THE PATRIOTIC FRONT 'War Mothers Nights' Inaugurated by Loew's First of a series of "War Mothers Nights" got under way this week when Loew's theatres inaugurated "52 Mothers Days a Year" as a tribute to the War Mothers of America. The campaign, in which Loew's theatres will "adopt" for-the duration, the mother of every soldier, sailor and marine in the United States armed forces, is designed to raise and maintain the morale of every mother whose son or daughter is serving his country, either here or abroad. On Monday nights, war mothers who have been registered will be entertained as guests at the Loew's theatres, presented with a corsage, candy and other souvenirs and given a rousing good time. Registration books have been set up in the lobbies of Loew's theatres, where the names and addresses of "war mothers" will be recorded. It is not necessary to buy an admission to the theatre to record the name of a "war mother." Any person who knows a war mother, the mother herself, or any member of her family is eligible to record her name in the registration book. An invitation will be presented personally by a Loew's theatre representative to be the guest of the Loew's theatre nearest her home. The invitation is good for two, and she may bring her husband, a relative or friend, or her son or daughter if they are home on leave. Lyric, Indianapolis, Capitalizes On Government Scrap Drive Capitalizing on the headlines devoted to the Government's, attempt to get in rubber scrap, Peter Bathory, manager of the Lyric Theatre, Indianapolis, arranged for a scrap phono record drive that not only netted plenty of attention to his attraction, "Syncopation," but resulted in a material increase in receipts. Bathory tied in with the local Columbia Record distributors, who agreed to supply 5000 heralds advertising a special kiddie matinee at which every youngster bringing six old phono records would be admitted free as well as pay the theatre 15 cents cash for every six records collected. Results were so satisfactory that it was later agreed to allow free admissions to youngsters bringing records throughout the engagement of the film. The record distributors also donated five Masterwork albums of records to the personnel of the S. S. Indiana, being commissioned for active sea duty and children competing in the record drive made the presentation to Captain C. F. Heslar of the Great Lakes Naval Station. Good newspaper space accompanied this activity. Bond Buying Increases as Pep Club Sponsors Paramount Drive After an intensive two-week drive the Paramount Home Office U. S. Bond and Stamp campaign, sponsored by the Pep Club, has 96 per cent of all home ofBce employees enrolled, Oscar Morgan, vice president of the club, announced this week. Of the 35 Paramount departments participating in the campaign 23 have already hit their 100 per cent quotas. Morgan also revealed that of the remaining 12 departments, all have surpassed the 90 per cent mark. "Twinkle" Makes a Quick Sale Herbert J. Yates, chairman of the board of Republic Pictures Corp., purchases the first $100 worth of War Savings Stamps sold by "Twinkle" Watts at a party in honor of officers of Fort Hamilton, under the sponsorship of the U. S. Treasury Department's War Bond Drive. Yates was present to see "Twinkle," who is a star of "Stars on Ice," current attraction at the Center Theatre, with a view to signing her for a part in Republic's "Ice Capades Revue." Thomas Boosts Bond Sales at Opening of 'United We Stand' For the opening of "United We Stand" at the State Theatre in Jersey City, one of the biggest parades and rallies in the city's history was held. The parade ended in front of the theatre, where a platform had been set up for the sale of War Bonds and Stamps. At least $100,000 worth of bonds and stamps were sold. High Jersey City officials were present, as was Lowell Thomas, who sold many thousands of dollars worth of bonds, three beautiful Conover models who kissed purchasers of bonds of large denominations, a singer from the NBCSt. Louis Opera Company, a local singer of note who sang The Star Spangled Banner, Colonel Williams, in charge of a battalion from a nearby fort which paraded in full battle regalia. Thomas came from his home in Pawling, N. Y., after a radio broadcast to conduct the War Bond Rally, and through his showmanship was responsible for the $100,000 sale. Offer Special Showings Of Educational Reels An increasing number of educational reels, dealing with the technique of munitions and ■war manufacturing, is being released to industrialists throughout the nation for the purpose of training newly recruited labor in essential details . of the work. Since very few of the plants to whom the reels are available are equipped with adequate facilities for their exhibition, an excellent opportunity for creating goodwill and at the same time serving the best interests of the Government in its time of need is offered to theatres serving communities where defense industries are located. It is to be concluded that the manufacturing executives will be sincerely appreciative of an offer from the theatre manager to allow the use of his theatre (at hours not conflicting with regular exhibition periods) for the projection of the reels and such added verbal instruction from the stage as the plant management considers necessary to the interested employes. The manufacturer will readily agree to pay a reasonable sum for rental, but the suggested method is to ask only for reimbursement of the operators salary for the period, and donate the theatre facilities. When the employes are assembled it is possible to run a single reel cartoon and the trailer on your current and coming show as opening subjects. Also you can be sure that your generosity will be appreciated and that the officials of the favored plant will be more than willing to cooperate with you for plant tie-ups, signs on bulletin boards, etc. Big Chief Bond Seller Johnny Sheffield, "Tarzan's Minute Boy," who is the feature of the "Buy Tanks for Yanks" National Tour being sponsored by the War Savings Staff of the U. S. Treasury in conjunction with Metro-Goldwyn-Mayer to stimulate the sales of War Bonds and Stamps, is now an Indian chief. This honor was awarded him by the Umatilla tribe during the tour's visit to Pendleton, Ore. TIME OUT TO PLUG WAR BOND AND STAMP SALES As a Treasury agent on the Glendale War Savings Committee Showman Ed Harris of the Glendale Theatre, Glendale, Calif., finds himself busy contacting newspapers, radio stations, industries, schools, organizations, etc., with little time left to merchandise his attractions. One of the weekly luncheons of the Committee to devise plans to increase the sales of bonds and stamps is shown above. That man with the mustache is — you guessed it — Harris. Title: Director of Public Relations and Special Events.