Showmen's Trade Review (Jul-Sep 1942)

8 SHOWMEN'S TRADE REVIEW September 26, 1942 Exhibitors, Retailers Unite in Southern California Bond Drive Concerted drive of motion picture exhibitors and retailers of Southern California to aid the Treasury Department in Salute to Our Heroes month got under way September 16 at a luncheon at the Ambassador Hotel. Shown above inspecting a giant scroll to be signed by purchasers of war bonds and sent to President Roosevelt are Arch M. Bowles, California Co-Chairman Salute to Our Heroes month; Rise Stevens, screen and opera star; Marco Wolff, Los Angeles City Chairman Salute to Our Heroes month; Major Benjamin H. Namm, national retail stores chairman of the Treasury Department War Savings Staff and owner of the Namm Department Store, Brooklyn. Miss Stevens opened meeting by singing Star Spangled Banner. Eight Columbus Theatres Cooperate to Aid $375,225 My Sister Eileen Bond Premiere A terrific all-out campaign by Manager Russell A. Bovim of Loew's Ohio Theatre in Columbus, and Harry McWilliams of Columbia's Exploitation Department, preceded the War Bond World Premiere of "My Sister Eileen," held at the Ohio Theatre Wednesday night. The crowded theatre represented bond sales totaling $375,225. Typical of the barrage of stunts engineered for the premiere were the following : 1. Arrangements were made to have the premiere sponsored by the Interclub Council of Columbus, an organization of ten leading civic clubs. The War Activities Committee of the Council cooperated with the theatre. 2. Eight opposition theatres publicized the premiere with trailers and lobby posters. 3. Tickets for the premiere were placed on sale at five department stores, four other theatres and five banks with their seventeen branches — in addition to the Ohio Theatre. 4. Cards announcing the premiere were placed in every bond selling booth in town. 5. The Chamber of Commerce gave a big spread to the event in all their publications and bulletins. 6. All newspapers daily gave the picture and premiere a big play. The CoIumbus_ Star ran a front color cover in its Sunday edition. 7. Plugging the event was the city's only traveling electric sign which could be seen for miles around. This is the first time any theatre or picture got a break on the sign. 8. The City Council passed a special ordi Slogan of the Week; STAMPS! STAMPS! STAMPS! KEEP BONDS A'MARCHING Author; Sam Abarbanel, Republic. This is the slogan the War Activities Committee of the Screen Publicists Guild selected as the best of the week under a plan whereby all members submit ideas and the committee nominates the winner. nance allowing the theatre to post cards on every light pole in the downtown area. 9. A forty-eight sheet size billboard was placed on the lawn of the State Capitol at Broad and High Streets, the town's busiest corner. 10. Free space was obtained on the outside of every street car and bus, publicizing the premiere. 11. A number of Columbus' merchants ran ads in the newspapers welcoming the half-million dollar premiere of "Eileen." 12. The school board cooperated with announcements and stills from the picture on every bulletin board in the ^city's educational institutions. 13. Radio stations WCOL and WOSU plugged the picture a week in advance with continuous free spot announcements. Parties Honoring Draftees Morale and Goodwill Builder Get in touch with the Local Draft Board and arrange to stage a street or theatre tribute to the next group to go — the group that just went — or the group that is now being examined. Try to prevail on the families of the boys to start the ball rolling by buying bonds at these rallies and then have your speakers make the most of their action. If you can get one or more of the draftees to buy a bond there is the chance of swell reaction from publicity on the angle of his "not only going to war but buying his own gun." Amusing Stunt Nets $3,000 An amusmg stunt that netted $3,000 in the sale of War Bonds in two days for the Medford, Oregon, theatres was reported by Fred B. Lennard in charge of the theatres' drive. Bond buyers were taken for "Peep Rides" in U. S. Army Jeeps by army drivers from the 91st Infantry Division at Camp White, under the supervision of Major Robert Van Roo. Star Showmanship in Bond Drive Activities The theatremen of the country and the Hollywood stars working with them during the drive have employed every facet of showmanship to stimulate bond buying, and reports from various cities and towns of recent activities in the "Salute to Our Heroes" campaign reveal again the potent appeal of motion picture personalities and resourcefulness of the showmen. For example : NORWICH, CONN.— Loew's Poli reports that a local lumber company has the 10% payroll deduction plan, but instead of deducting 10% from the employee and banking same, they include the same amount of stamps in weekly pay envelopes. The theatre is supplying the stamps and when the books are filled the manager is urging them to convert them into bonds at the theatre. WICKENBURG, ARIZONA — This town, with 956 population, has been putting on a "commando" drive to sell stamps and bonds. Junior Commandos have blitzed the town twice and succeeded in selling not only all the stamps in the possession of Mr. and Mrs. E. A. Stein of the "Out-Eickenburg-Way Theatre," but all the stamps in the town. FAIRMONT, MINNESOTA — Mart i n County, has figured a way to compute their monthly allotment of bond sales. Herb Nicholas of the Fairmont Theatre Company, speaking at a meeting of theatre men in this area, said : "I have been informed that it costs an average of $200 a month to maintain a soldier, sailor or marine. On that basis, figuring Martin County has around 1500 men in service, our share should be around $300,000 a month." The plan outlined was to display a huge Honor Roll board, inscribed with the name of every man and woman in the service from Martin County. Nicholas designed and built this board and hand lettered every name on it. BURLINGTON, N. C— Final results star bond rally at Burlington, netted $54,000 in bonds. Visiting stars Jane Wyman and John Payne likewise saluted at a $226,500 bond luncheon in Greenville, S. C. PADUCAH, KENTUCKY— Total bond sale here at evening rally held in Indiana University Auditorium, $210,903. The fraternities on the campus brought in $118,000. FORT MADISON, IOWA— A rally here, in a surprise cloudburst, had to be called off though $200,000 was sold in bonds by stars Gene Tierney and Chester Morris. Total bonds sold on tour figured at $3,732,728. AUGUSTA, GEORGIA— A war bond luncheon here, attended by Jane Wyman and John Payne, sold $478,000 in war bonds ; Wilmington luncheon netted $503,000 and a rally, $78,000. Jane Wyman's speech in Augusta brought tears to the eyes of many, including General Barton, Commander of the 4th motorized division. HOUSTON, TEXAS— The Houston Auditorium filled to capacity dug deep for a total of $545,100 as a result of the visit of stars Janet Gaynor, Basil Rathbone, Nigel Bruce and Bob Stack. The famed Sherlock Holmes pipe was auctioned ofif for $4,100; his peaked cap brought $2400 ; Janet Gaynor's Chinese bracelet brought $8,000. Rally, in the afternoon, in Galveston's auditorium, netted $98,675. Total for day, %6'i?),77S. All told, Houston reports $2,030,000 in war bonds cleared through Houston branch of Federal Reserve, plus an additional million obtained from stars' visits and large War Heroes' rallies. CHARLESTON, SOUTH CAROLINA— Veronica Lake's visit here netted $1,331,000 in war bonds. Veronica christened a 37 mm. gun for the combat team of the 104th Infantry, Yankee Division. Give a theatre party for all of the workers on the drive from time to time. It will do a lot to keep them pepped up and show that you appreciate their efforts.