Showmen's Trade Review (Apr-Jun 1942)

April 4, 1942 SHOWMEN'S TRADE REVIEW Page 41 Tips for Economizing in the Art Shop If you happen to have an old metal (galvanized iron) sign around the theatre it can be used over and over at small cost and little effort. First coat out metal with Japan white or silver bronze that has been mixed with a small amount of varnish for binder. After this background has dried proceed as though you were painting a show card in water color, preferably white. After the lettering is finished and dry, coat out entire sign with black lacquer. Allow to dry and wash off surface with water. The water color letters will immediately disappear leaving a clean cut in letter on black background. After the sign has served its purpose the background can be salvaged for future use by washing off with lacquer thinner. This procedure effects a big saving in time, labor, and material as comparable to oil painted surfaces or lettering. This sign is waterproof. Screen process displays can be made simply and inexpensively. Stretch process silk over a frame of the size needed for the job. Next letter the desired copy on the screen with glue. After the glue has dried coat over the entire surface, including the glue lettering, with black lacquer and allow to dry in the sun. When dry the glue will break up leaving the screen ready to run. When job is finished use clear lacquer thinners for washing off screen which is then ready for use on future attractions. The screen should hold up for 50 or more jobs. Process paint is recommended but regular oil paint can be used if thinned well with linseed oil. Ordinary care will result in 200 cards from one pint of paint. You can make your own frame to necessary dimensions but be sure that the corners are well reinforced to prevent misalignment and that provision is made for the frame to be attached, by small hinges, to a flat surface that will serve as a process table. A flat drying rack should be used so that finished cards can dry without coming in contact with each other. The material needed: one yard of silk (if silk is not available, a similar quantity of cotton organdy is a thoroughly satisfactory substitute, for while the organdy is not as durable, it is capable of giving almost as good results as silk); oil paint; ordinary window cleaning rubber squeege. Another inexpensive screen process method is possible by painting the copy with water color on the inside of the screen silk, using a small amount of glue with the color to insure binder. Select a contrasting paint color to the original card color, using process or oil paint, thinned lightly with linseed oil or varnish. The water color lettering will hold against the process, or oil paint giving you a cut in letter job with the paint as background and the original card color as lettering. This method will take care of a minimum of ISO cards (14x22) at a cost of approximately $1.00 plus cards. Washing the screen, first with turpentine, and then water, will leave it ready for the next job. Use flat drying rack for cards. We DonV AiiW . A certain circuit issues a house organ containing the latest trends in show selling . . . We tried in vain to get on the mailing list. Finally we obtained a copy through an outside source . . . And found out why we couldn't get on the mailing list ... the contents: ninety per cent lifted from STR without credit . . . Even though they are lifting copyrighted material, we don't mind because we know it is helping the circuit make money . . . and in the long run no one will be fooled. STR Prize Offer Gives Star Appeal to Theatre Contests Showmen's Trade Review has completed arrangements with four of the modern and better hotels in the Times Square area of New York City that promises to solve the problem of selecting an alluring and desirable prize as an award to theatre contest winners. The arrangement, which we believe to be one of the finest ever offered unreservedly to the entire subscription list of a motion picture trade journal, is exclusive and procurable only through the offices of this publication. Contests of various kinds have long been the best medium for securing sustained newspa' ' and radio co-operation. Naturally, the more attractive the top prize, the greater the public interest, and, in turn, the greater the amount of space or time given by the agencies co-operating with the theatre. Through Showmen's Trade Review, a two to four days or longer stay in New York is possible at prices so exceptionally low as to come well within the limits of the most restricted budget. The lure of a vacation in New York with hotel, meals, entertainment at theatres and night clubs, sightseeing trips, etc., is the very ultimate desire of the myriad theatre-goers whom finance or circumstance have prevented from visiting the American metropolis. No doubt such a prize has often been considered — and reluctantly abandoned — by managers as being too expensive. The arrangement of Showmen's Trade Review surmounts this barrier ; places this prize within the reach of any manager capable of promoting the necessary transportation. The job of securing free transportation is no stumper for the live-wire manager. The bus transportation companies can and will grant free transportation in return for screen and lobby mention in connection with contests. It may be necessary for your local agent to take the matter ud with his district or division manager but these companies have always shown a willingness to take advantage of all possibilities for tie-ups with theatres. Another avenue of promoting transportation is through co-operative effort with merchants. It is not necessary for you to acquaint them with the low rates we are able to secure for you and concerns co-operating will feel that they are providing the short end of the expense if you agree to take care of the entire New York expense as the theatre share. There is, of course, the possibility of the winner owning an automobile and your arranging for gas and oil through some filling station with connections along the route. And there are instances where the proximity of your town to New York makes the problem of transportation so inexpensive that it can be absorbed by the theatre. In most instances the expense of the New York stay has been the obstacle and transportation easy to promote. Free Trailer Fe^crnished In addition to the extremely low rates we have arranged that the hotels will supply, without cost to the theatre, a 100 foot trailer outlining the accommodations and entertainment features of the trip. This is to be run in connection with your contest and can be used to tie in with your own copy or that of the transportation company co-operating. Its use is optional and failure to make use of the trailer in no way effects the low rates quoted. (This trailer covers the New York activities only and details of the contest, transportation, etc., can be added by the individual theatre.) This is your chance to put on the biggest contest ever held at your theatre with the kind of a prize that everybody wants as a magnet to attract participants and stimulate major interest in the activity. If you desire we are in position to make the arrangements available to yourself and wife, or to members of your family, or particular friends whom you may want to acquaint with the treat in store for the contest winners. There is little chance of convention or crowded conditions interfering at any time with this arrangement as there are accommodations for 5000 guests in the hotels co-operating. However it is advisable for you to contact this office in advance to make proper reservation and arrangements for the special entertainment features. Details of Low -Cost ^^See New York^^ Trip For the small sum of $4.25 cents per person vour prize winner and escort will get a Choice Room with Private Bath and Radio for Two Days and One Night. Dinner with Dancing and Floor Show at a Famous Night Club — or Dinner in Hotel Dining Room. Complete Breakfast in Main Dining Room or if they prefer, in their own Room. Observatory Tower of the Empire State Building or Afternoon Performance at Radio City Music Hall or Yacht Cruise Around Manhattan Island or Motor Coach Tour of Upper or Lower New York or Afternoon Performance at World Famous Roxy Theatre. At the low price of $8.00 per person your winning contestant and escort can secure : Choice Room with Private Bath and Radio for Three Days and Two Nights. Dinner in Main Dining Room. Observation Tower of the Empire State Building. Complete Breakfast in Main Dining Room or, if they prefer, in their own room. Lecture Tour of N.B.C. Radio Studios including Television Studios. Afternoon Performance at Radio City Music Hall or Yacht Cruise Around Manhattan Island — or Motor Coach Tour of Upper or Lower New York — or Afternoon Performance at World Famous Roxy Theatre. Dinner with Dancing and Floor Show at a Famous Night Club— or Dinner in Hotel Dining Room. Complete Breakfast in Main Dining Room or, if they prefer, in their own room. Visit to Museum of Science and Industry or Drama of the Heavens at the Hayden Planetarium — or Steamer Trip to Statue of Liberty — or Performance at Radio City Newsreel Theatre. For the sum of $10.75 per person we have arranged that your winning contestant and escort will receive : Choice Room with Private Bath and Radio for Four Days and Three Nights. Dinner in Main Dining Room. Visit to Roof of R.C.A. Building in Rockefeller Center or Lecture Tour of N.B.C. Radio Studios including Television Studios. Complete Breakfast in Main Dining Room or, if they prefer, in their own room. Visit to Museum of Science and Industry in Radio City — or Drama of the Heavens at the Hayden Planetarium — or Steamer Trip to Statue of Liberty — or Performance at Radio City Newsreel Theatre. Dinner with Dancing and Floor Show at a Famous Night Club— or Dinner in Hotel Dining Room. Complete Breakfast in Main Dining Room or if they prefer, in their own room. Afternoon Performance at Radio City Music Hall — or Yacht Cruise Around Manhattan Island — or Motor Coach Tour of Upper or Lower New York — or Afternoon Performance at World Famous Roxy Theatre. Dinner in Main Dining Room. Complete Breakfast in Main Dining Room or if they prefer, in their own room. Observation Tower of the Empire State Building. All the rates are predicated on two persons to a room and subject to an extra charge of fifty cents per night if room is occupied by only one person.