Showmen's Trade Review (Apr-Jun 1942)

PUTS PEP IN "GET IN SCRAP" DRIVE Cooperating with various agencies for the collection and reclamation of scrap materials, a Pennsylvania theatre is reaping double benefits. Aside from the good will created by the patriotic effort of the various groups the theatre enjoys novel advertising space that is helping command attention to each of its attractions. The ever existent cry of people who want to co-operate with the various salvage movements of "where shall I send it?" gave the theatre manager the idea of approaching the various heads of agencies and with their assistance getting the city authorities to approve the placement of barrels at prominent intersections of the city. Each barrel was to carry a sign stipulating its use only for scrap materials in the reclamation drives. No funds were available for the printing of signs so the theatre offered to print the signs and guarantee their neatness by weekly change if such signs were allowed to carry advertising for the current or coming attractions. There are a lot of cities and towns where activity of this kind would be a service to the community and serve as an excellent adjunct to theatre advertising campaigns. President's Call for More Parades Theatre's Opportunity to Raise Morale Why not have a parade? Why not capitalize on the present frame of mind of the public to fullest advantage? There is a veritable flood of features on the market today that lend themselves admirably to this form of timely, colorful, and profitable, effort. Despite the fact that President Roosevelt has personally requested that there be parades and more parades there have been few instances where theatres have taken advantage of the great avenue of glamorous exploitation opened by the President's words. True, in times past, it has been a difficult job to get the cooperation of local military and semi-military groups to agree to a public display of their marching personnel in full uniform, and still more difficult to prevail on an organized band to take part in public maneuvers, but — times have changed. Today the entire nation is military minded and the radio and press are daily deploring the lack of the kind of enthusiasm that gave World War No. 1 its popular public tempos. Greatest Personality Backs You Today you have the backing of the world's greatest personality, the President himself, to command attention to your request for High School bands, American Legion units. Veterans of Foreign Wars and other military groups, for participation in the kind of celebration all Americans are crazy about. Tie in with War Stamp Drives, Red Cross Memberships, Civilian Defense effort, or any of the many emergency bodies that are now at work in the war effort PAPER-SAVING IDEA L. B. Freund, division manager of Century Theatres, has devised a special sign which is posted on the towel cabinets in the rest rooms of the circuit's houses. Printed in red and blue on white paper, the sign carries this copy: "You Can Help! Please Cooperate With National Defense in the Conservation of Paper. Do Not Waste Paper Towels! Thank You, The Management." "It works wonders," reports Freund. STR is glad to pass the idea on to other exhibitors who seek an effective means of reminding their patrons of the importance of conserving paper during the present crisis. and have them help you get support for parades. Arrange your bookings so that it can become a monthly occurrence. Have the leading business men and patriotic leaders address the assembled crowds from a rostrum in front of your theatre. Tie it in with some film of military aspect and watch the receipts dy high. Explains Movie Taxes Via an Institutional Ad So that his patrons would understand the application of taxes to theatre admission tickets, Manager Dean Trippler of the Canova Theatre, Canova, S. D., ran an institutional ad on "Taxes and the Movies" in the local newspaper recently : "When you pay 30 cents for a ticket to the movies, you are making a very substantial contribution to your government in the form of taxes. "The Federal Government takes three cents of your thirty as a Defense Tax, and an additional one cent goes to the state of South Dakota as a sales tax. "The film producers take a good share of what is left of your 30 cents for film rental, but the government again steps in and takes a share of that in the form of income and other taxes paid by the producers and actors. "The theatre pays real estate and personal property tax on its building and equipment and, in addition, pays sales tax on fuel and supplies needed in the operation of its business. The theatre is also required to pay a state license fee. "The government urges its citizens to go to the movies often for two specific reasons: "First — It gives you relaxation and entertainment at a moderate price, and takes your mind off the war. "Second — The government derives a considerable amount of its needed revenue from taxes paid by theatre patrons both directly and indirectly. "Attend the movies often and help your government finance the war as well as giving yourself relaxation and enjoyment at a time when it is needed badly." Some exhibitors may think Trippler's message a good idea, others may condemn it. Regardless of how you feel about it, we have reproduced it here as food for thought. May Take Lead in '^Farm Registration^ That an acute shortage of farm labor is imminent is being stressed daily by press and radio at the suggestion of the United States Department of Agriculture. The methods suggested to meet the problein are many but in nearly all plans so far proposed, theatres can capitalize on the effort. Among other proposals, it has been suggested that a census be compiled of high school students, office workers, and others whose work throughout the year is rather confining. From this list would be gathered such persons as would be inclined to accept farm work during their usual vacation period. It is pointed out that in agreeing for such work they will be accomplishing the dual purpose of helping Uncle Sam and at the same time engaging in the most beneficial method of accomplishing the purpose of "doing something different" for which the vacation is intended. The U. S. Government is ready to make arrangements for transportation of the volunteers to places where their work is most needed and they will be recompensed for the time of their employment. Why not establish your theatre as the place of registration for the city students and employes who want to take advantage of the plan? It might also be possible for you to contact farmers in your vicinity or close by communities for the placement of such persons as only wish to devote week ends to this type of work. You can make a lot of valuable friends if you get in this activity. Give Boost to War Fashions for Women With metropolitan newspapers devoting much space to the use of slacks for women, and department stores making efforts to encourage the use of the apparel, the time seems ripe for holding a fashion show with models demonstrating the practical uses of the garments. Your local department store or ladies' specialty shops will undoubtedly welcome an opportunity to co-operate to the fullest on this activity and your own imagination will suggest many ways in which it can be put on entertainingly. Nev/spaper and radio can be induced to give space and time if you precede the tie-un by approaching groups of girl workers in offices, factories, etc., and prevail on them to petition their employers for the privilege of wearing slacks in order to save their woolen and silk dresses, silk stockings, etc. Recently the women employes of the Cleveland, Ohio City Clerk's office made such a request. Simple Gesture Wins Goodwill Many theatres are winning goodwill through a simple and inexpensive gesture. It consists of placing over the entrance a sign bearing this copy : "Through These Portals Pass the Nicest People in the World . . . Our Patrons." Buy Defense Bonds Regularly