Showmen's Trade Review (Jul-Sep 1942)

SHOWMEN'S TRADE REVIEW August 1, 1942 Jap Hunting License Popular/ Thayer Improves His Program/ Finck Uses Institutional Copy When we had to stop last week, we still had some pograms left over. So now we'll go as far as we can through those that remain here on our desk. Tory Cavallo, who used to be in Pennsylvania and whose tabloid Spotlight was one of the best publications of its type, is now holding forth at the Alpine Theatre, Marlinton, W. Va. He sends us one of his novelties : a card with a toothpick inserted therein. Copy: "Just a Reminder You'll Always See the Pick (toothpick inserted here) of Pictures Right Here. Just to Prove It (here follows a list of the attractions for the week) ." After leaving West View, Pa., Tory vvent to New Brighton and was there until he decided to move to Marlinton. He plans to resume publication of Spotlight in the near future. Tom Edwards, manager of the Ozark Theatre, Eldon, Mo. ("The Best Show in the Best Town by a Damsite — We're on the Dam Members Added This Week Tom Edwards, Ozark Theatre, Eldon, Mo. Ben W. Fischer, Cortez Theatre, Cortez, Colo. James Duncan, Hollywood, Madisonville, Tenn. End of the Lake"), has forwarded a copy of his Japanese Hunting License which he used to stimulate the sale of War Stamps. The subject is either covered on the "Patriotic Front" page in this issue, or if not, will appear in a subsequent issue of STR. Edwards says he issues 4,000 monthly calendars, with a Movie News on the back. We'd like to see a copy soon. While we're in Missouri, we might as well mention Jim Owen, who has sent us a card urging us to come down to Branson and take one of them there "float trips." We'd sure like to, but our vacation is over. Besides, we decided to curtail our traveling for the duration. Until such time as the world is at peace again, we're afraid we'll have to forego the pleasure of being Jim's guest. Sure would like to get down that way, though. We'd like to compliment Manager Henry Bowers of the Chief Theatre, Casa Grande, Arizona, for his calendar. Although printed on cheap handbill stock in red and blue, it is nevertheless effective and can be easily folded for carrying in the pocket at all times. Bowers put out a flashy handbill recently when he played "The Fleet's In," and we feel rather sure it brought the crowds in. The Japanese Hunting License idea mentioned in a preceding paragraph has also been used by Manager Hall C. Houpe of the Canova Theatre, Conover, N. C. He made it the feature of the front page of a handbill. Writes Houpe : "I used this stunt on 'Remember Pearl Harbor'. I told another manager about it and he used it in small-card style, announcing his picture on the back. I thought you might Hke to pass the idea on to some of the other fellows." Thanks a lot. Hall. Actually, the idea was covered on this page several weeks ago when — if we remember correctly — W. S. Samuel used it at his Lyric Theatre in Port Neches, Texas. There are different forms. One looks exactly like a real license ; others are small cards, while still others are just type without benefit of illustration. Houpe's is appropriately illustrated however, with a Jap "getting it" on the nose. Here is the copy Hall uses : "Jap Hunting , License. Also Good for Hitler and Mussolini. This license entitles you to shoot Japs on sight, INSTITUTIONAL COPY Warm isn't it? And in these hectic days, when the war effort demands that we take care of our automobiles and conserve our tires as much as possible, motor trips are practically out of the question. How, then, can you stay in town and still be comfortably cool? by attending the Blank Theatre! Here you'll find the finest in entertainment, presented for your enjoyment in cool and healthful surroundings. Beat the heat, relax, help the war effort, keep cool by making it a regular habit to attend the Blank. any time, any place — even out of season." Below this copy is an appeal to "buy United States War Bonds and Stamps." Utilizing press book copy, along with handprinted copy here and there, Raymond (Buck) Thayer of the Alpine Theatre, Gassway, W. Va., has converted his former mimeographed program into a tabloid program with good results. We don't know for sure, but the program looks as though it were printed via the off-set method. It's larger than most publications of the same class, contains several theatre ads, yet not too many to over-balance the text and scene cuts. Because he can use the off-set printing process, Thayer has the opportunity to create unusual effects. For example, he can take a couple of characters in a scene cut and, by drawing a "balloon" above each, imprint within the "balloon" clever selling copy, apparently spoken by the two characters. Furthermore, for fillers, he can print whatever copy is necessary to plug a certain feature or attraction of the theatre. Out in San Diego, Calif., Manager G. F. Finck of the Coronet Theatre tied in the showing of "Elephant Boy" with an institutional ad for the cover of his program. Using illustrations of a herd of elephants and a whale, Finck had the illustrative background for this copy: "We are going to show you 'Elephant Boy' (date), but we give you a whale of a show 365 days of the year, year in and year out . . . plus the biggest line-up of gifts, premiums, prizes and actual cash than any other theatre in Southern California. Get the Coronet Habit." Wisely enough, the West Coast showman has realized the timely importance of the Universal two-reel featurette, "Menace of the Rising Sun." The entire back page of his program is devoted to this subject. Bob Ingham, manager of the Orange Theatre, Orange, Mass., sends us a copy of his program in which he reproduced the "Wandering Around Hollywood" column which appears weekly in the Hollywood section of STR. We're glad that Ingham has found the material useful for his publication. As a matter of fact, the Hollywood section is just one of the many phases of STR's service to the exhibitor. Aside from its value as a source of information concerning production and other activities in the movie capital, there is still another purpose it serves : that of furnishing material for theatre programs. Not only Ingham, but also many other exhibitors, have been reproducing its contents for some time. You, too, are welcome to make it your source of news for that Hollywood column in your movie newspaper. And incidentally, if you're not already using material of this nature, we suggest you introduce it in an early issue. The public literally "eats up" items about Hollywood. Therefore, why not create added reader interest? From the Chicago office of Warner Bros. Theatres comes a sample of a plugger used by one of the circuit's theatres to sell "Saboteur." The plugger, a small card measuring approximately 3 inches x 4 inches, contains this copy : "What does he look like? How does he act? Would you recognize him? Watch for the 'Saboteur'. The man behind your back." Rest of copy gives theatre name and playdate. Glad to hear from Chris Christos again. Last time he failed to send samples of his new Moviegoer. This time he sent three copies, which will be discussed in an early issue. Well, that just about takes care of everything for this week. Watch for us again in this space seven days from now. JULY, 1942 INDEX A listing of the highlights of the past month's issues of STR indexed and cross-indexed for ready reference Advertising Clinic July 4, p. 18 Equipment and Maintenance July 18, pp. 23-30 Exploitation Campaigns — by Pictures Bambi July 18, p. 15 Bashful Bachelor, Julyll.p. 15; Julyl8, p. 11 Blues in the Night July 11, p. 15 Captains of the Clouds July 4, p. 16 Fantasia July 4, p. 16 Friendly Enemies July 25, p. 12 Gay Sisters July 4, p. 13 Hellzapoppin' July 25, p. 13 Holiday Inn July 25, p. 12 Invaders July 18, p. IS; July 25, p. 14 Joe Smith, American July 25, p. 13 Juke Girl July 4, p. 13 Kings Row July 11, p. 15 Mrs. Miniver, July 11, p. 15; July 18, p. 16; July 25, p. 13 My Favorite Spy July 18, p. 15 My Gal Sal July 4, p. 14 Pied Piper July 18, p. 15 ; July 25, p. 12 Reap the Wild Wind July 11, p. 18 Roxy Hart July 4, p. 14 Sergeant York July 4, p. 16 Ship Ahoy July 25, p. 13 Syncopation .July 18, p. 15; July 25, pp. 10-14 Ten Gentlemen From West Point, Julyll,p. 16;Julyl8, p. 15 They Met in Bombay July25, p. 13 This Above All..Julyll,p.20; July25, p. 13 Tuttles of Tahiti July 18, p. 15 Twin Beds July 18, p. 11 United We Stand July 25, p. 10 Vanishing Virginian July 11, p. 18 Yankee Doodle Dandy .. .July 18, pp. 11-12 Exploitation Campaigns — by Stunts A Visit to Sweetheart in Service, July 4, p. 14 Bathing Beauty Contest, July 18, p. 11; July 25, p. 13 Bond Sale Booster July 25, p. 10 Cigar Institute Promotion. .. .July 25, p. 13 Checker Champs Ballyhoo. .. .July 18, p. 11 Children's Photograph Contest, July 25, p. 12 Engagement Well Sold in Buffalo, July 25, p. 13 Horse and Buggy Premiere. . .July 11, p. 15 Juke Girl Night July 4, p. 13 Radio Announcements July 11, p. 15 Radio Recording Tieup July 25, p. 12 Scrap Phono Record Drive. . .July 25, p. 10 "Folksy" Stunts July 11, p. 16 Helpful Hints July 18, p. 12 June 1942, Index July 4, p. 22 Showbuilder July 4, pp. 23-27 Showmanalysis Friendly Enemies July 4, p. 20 Showmanship in Wartime London, July 25, p. 14 Well-Organized Publicity Dept.. July 4, p. 13