Showmen's trade review (Jul-Sep 1942)

34 SHOWMEN'S TRADE REVIEW August 8, 1942 THEATREMEN'S TIMELY TIPS Service Bureaus The majority of newspapers in large metropolitan areas maintain service bureaus consisting of lecturers who cover the various services that are featured in the newspaper's columns. For example, if you have a big sports picture coming up, you can call on the metropolitan paper, if your town is within their circulation radius, and they will gladly furnish you gratis a speaker. The lecturer is featured at a special matinee. This event should be planned ahead for one month. Use suitable trailer, also 40x60 lobby card and program copy. Speakers on fashions, culinary art, travel, radio, movies and a great variety of topics featured in the newspaper should be obtainable. The speaker, of course, plugs the newspaper column in question. The theatre gives the newspaper full credit in all advertising. If your town is outside the circulation radius of a big newspaper, you can secure this service from your local radio station, which should be glad to supply a speaker on any topic. Pulp Magazines When you have a strong war or aviation picture booked, contact the circulation departments of several pulp magazines devoted to stories on war, aviation, adventure, general action fiction. Obtain from the publishers a large quantity of back numbers. Place a sticker on the front cover of each, selling the action of your picture as well as plugging the magazine. Place an announcement on your lobby 40x60 board to the efifect that every boy and girl attending the Saturday matinee preceding opening of the picture will receive a free copy of "Flying Aces," or whatever the magazine may be. As a general rule, you will find the magazine people very cooperative, for they realize this is one of the best circulation-builders they can employ. Sometimes they will furnish copies of the current issue, as this is an inexpensive ad for them. Your only expense is the label advertising your show. Birthday Greetings Here is a newspaper goodwill-builder that should not be hard to sell. It can be used on almost any picture. It can be made a daily feature for a week before the picture opens. A display box appears daily in the paper with this copy : "Happy Birthday ! In the mail today is our birthday greeting to (list names here). Our birthday gift is in the form of two guest tickets to the Blank Theatre to see (picture). We know you will enjoy this splendid motion picture." This stunt can be employed also on wedding anniversaries, so often used in pictures. Rhode Island Governor Sets Day Aside to Honor George M. Cohan Wednesday of this week was proclaimed by Governor J. Howard McGrath of Rhode Island as George M. Cohan Day throughout the state. Event was set to coincide with the unveiling of a plaque by the Town Criers of Rhode Island memorializing the birthplace of Cohan. The ceremonies, in which the Governor, U. S. Senator Theodore F. Green, Mayor Dennis J. Roberts, Edward M. Fay and other prominent persons participated, was broadcast via WFCI, Blue Network station in Pawtucket. Additional events were planned by the Town Criers for the opening of Cohan's screen biography, "Yankee Doodle Dandy," later in the week at the Majestic, Providence. Martz Fulfills His Promise Hal Martz, manager of the Century, Rochester, promised the folks a free peek at a big new star, fulfilled that promise by placing a photo-enlargement of Jean Gabin, star of the 20th CenturyFox "Moontide," at the business end of this telescope which appeared at busy intersection of main stem. Spencer 'Fantasia' Campaign Is Highlighted by Coloring Contest A coloring contest highlighted the exploitation arranged by the management of the Spencer Theatre, Spencer, Iowa, for "Fantasia" when the film played that town. The contest, sponsored by the Daily Reporter, ran for one week in advance of the playdate and was open to all students of the junior and senior high schools. The Reporter plugged the contest in all its daily editions. A $5.00 War Stamp was the winner's reward, with second and third place receiving guest tickets to the opening night performance. The exhibitor also tied-in with Penny's Woolworth Store for the distribution of 5,000 shopping bags all bearing the stamp, "Fantasia Will Amazia," and in addition special "Fantasia" letters were mailed to 1,200 members of the Spencer Civic Music League, with the endorsement of that organization. Nevt^spaper Contest Features May's Campaign on 'In This Our Life' A newspaper contest, with prizes awarded for the best feminine replies to the question, "Would you forgive another woman for stealing your husband — if the other woman was your sister ?," was promoted by Manager Edward May of Schine's Russell Theatre, Maysville, Ky., in advance of the showing of "In This Our Life." Assisting Manager May in his campaign on the film were George Pugh, relief manager, and Miss Mardel Maxey, a member of the Russell staff. Besides the letter-writing contest, which brought many entries and caused much comment, Mardel and George Distributed 2,000 special heralds, as well as 2,035 regular program cards in and around Maysville. An "A"-board in front of the theatre carried press book and magazine clippings on the feature. Don't Be 'Magnificent Dope' — Relax William Holden, Manager of the Chicago Theatre and 20th-Fox's Harry Remington promoted a popular loop health club for a "Magnificent Dope" tie-up and also a picture feature in relaxing and popular exercise. The health club distributed cards reading "Don't be a magnificent dope. Keep in shape here and then go and see "The Magnificent Dope" at the Chicago Theatre." Buy War Bonds and Stamps Vmtty Clttfa Mott6 Tent No. 13— Philadelphia 'Miss Philadelphia' Semi-Finals Are Held; Contestants Entertain Soldiers The semi-finals in the "Miss Philadelphia" Contest were held in the club rooms Wednesday evening under the direction of Barker Oscar Neufeld. A number of the contestants will help entertain the Service Men who will be guests of the Ladies' Auxiliary Sunday afternoon. Fred Stone, guest star of the Bucks County Players, accompanied by Haila Stoddard and Michael Whalen, enjoyed the hospitality of the club. Tent No. 24— Charlotte Joe Brecheen Tendered a Farewell Party; Smart Calls Bond Drive Meet Barkers Bob Pinson and Roy Smart were Kings for the Day at the regular monthly luncheon held at the Hotel Charlotte. A fine crowd turned out and were greatly amused and entertained by Chief Red Fox, a 72-year old Sioux Indian and a pioneer motion picture actor. Barker A': Burks brought Governor J. Melville Broughton up to the club Friday eveniiig following his address at the Armory Auditorium in behalf of salesmen trying to secure additional ration cards far gasoline. He was accompanied by Senator Maybank of South Carolina. A farewell party for Resident Manager Joe Brecheen of RKO, who has been recently transferred to Washington, inaugurated the first of a series of Exchange Nights to be held during the coming months. It was a huge success and largely attended, and also served to introduce Mr. R. F. Branon, veteran salesman, who succeeds Mr. Brecheen at the local RKO office. Barker Roy Smart who is Chairman of the North and South Carolina Theatre Drive for War Savings, starting September 1, will call a meeting within the next few days to formulate plans to put this district over the top for the largest amount of money ever attempted to be raised in these two states. Have You a Sphygomamometer? If you have a sphygomamometer in your town, you might have a college psychologist conduct an emotional reaction test with a local girl as a subject similar to the stunt used by Manager H. Slinker of the Jayhawk Theatre, Topeko, Kansas and Tommy Thompson, Research Expert from the 20th Century-Fox Exploitation Department. Professor Collier, Washburn Municipal University psychologist, was induced to record the emotional reaction test during a screening of "Moontide." Flyers' Wives Help Campaign As part of their campaign on "Wife Takes a Flyer," Frank La Fake, Director of Advertising and Publicity for Warner Bros., and Al Sherman, Columbia exploiteer, arranged to have a special screening for flyers and their wives before picture opened at the Earle Theatre, Washington, D. C. Shaffer Arranges Benefit Show Manager Frank Shafifer of the Dixie Theatre, Staunton, Va., arranged with the Veterans of Foreign Wars for a benefit ticket sale on "We Were Dancing," planted the column art mat of the characters in the picture in the Staunton News-Leader. "Dancing" also received the lead position in the newspaper "previews" column on opening day.