Showmen's Trade Review (Apr-Jun 1942)

April 4, 1942 SHOWMEN'S TRADE REVIEW Page 45 the SHOW BUILDER A Mqnfhiy Feai^^^^^ for Booking And Explqiting SHORTS SHOPPING Spring Is No Time to Relax Vigilance in Booking Proper Shorts for Balanced Programs With spring already here and summer in the offing, the tendency of many exhibitors will be to relax their vigilance in choosing short subjects on the theory that "well, my business always falls off during the summer, so why should I bother myself about choosing this or that particular short for my programs?" Of course, that's the wrong attitude to take, and it's probably one explanation why these theatremen suffer a decline in business when old Sol is beaming his brightest. Unlike past summers, however, the forthcoming season will see fewer people leaving town for vacations, tours, etc., because of the war effort and the shortages of certain materials occasioned by it. More people than in summers past, we believe, will seek recreation at your theatre, and the quality of the entertainment you present will determine whether they will continue to patronize you or direct their steps to the house owned by your competitor. That's wh}' we believe it's just as important during the warm months to build your programs with care as it is during the fall and winter. Not only should you continue to strive for proper balance, but a sharp eye should be cocked for those shorts, whether they be sport or travel, having winter backgrounds. They'll help keep your patrons cool. Cartoons and comedies will continue to serve a necessary purpose because laughter makes one forget the heat and — this summer especially — the war, temporarily. The fact that Pete Smith's MGM short subject "Of Pups and Puzzles" won an Academy Award evidently hasn't stirred the showmanly instincts of one exhibitor whose program arrived this week. Hidden at the bottom of his announcement is this line: "and 'Of Pups and Puzzles'." Another exhibitor, advertising a feature, has ample space at the bottom of his handbill to at least list the subjects to be shown on the surrounding program, but the space just remains blank. No second feature is billed, so surely there are shorts on the bill. Still another continues to use that old standby: "Also Selected Shorts." Wonder what Besa Short would have to say about this! We could say something, but (with apologies to the inimitable Red Skelton) "it would only lead to bloodshed!" Having just looked over a list of some of the shorts to be released during April, we'd say that the producers are maintaining that same high quality which has characterized their output during the last few months. From a topical point of view, and taking into consideration the new March of Time and other topical subjects, it's our guess that Universal's "Menace of the Rising Sun" will be the outstanding subject of the month. Not only is it welltimed, but it should also enlighten many people concerning the long and careful preparations made by Japan and put into effect with {Continued on Page 48) Shorts Put Profit in Novelty Shows Exhibitors Complaining of "Over Buys" on Featurettes Can Turn Problem into Box-Office Benefits by Applying Smart Showmanship With many exhibitors complaining of an over-buy on short product, and the consequent accumulation of unplayed subjects, the experiences of showmen who have directed special effort to solve the problem, may be beneficial to others similarly faced. From Tennessee comes an account of a special '"All-Laugh" program in which the exhibitor enjoyed unusual business when he coupled a 65minute feature comedy with 3 tw'o-reel comedy subjects that had been shelved, and added a cartoon and Pete Smith novelty. He built up the selling angles much after the order of the old time "Tak-A-Chance" programs with lobby posters listing only the feature attraction and devoting the balance of the space to a guarantee of 75 minutes of hilarity. It was originally intended to run the program only one day but it went over so well that a two day holdover resulted. A small town operator in Idaho managed to build up his two "dead" week days by setting up an entire program of single and double reel subjects that had accumulated over a long period. He worked up a "Laugh and Weep" idea using comedy subjects to contrast with terroristic war and tense dramatic topics. In order to carry over this notion you may find it necessary to re-book material that you have run before in order to get proper balance in the entertainment but the novelty of the presentation is certain to attract attention and offers great opportunities for specialized advertising to groups who may have particular interest in one or more of the units comprising the show. Still another instance of getting profit out of paid for but unused footage comes from a medium sized Illinois city where reels of "Strange As It Seems." "L'nusual Occupations," "Believe INDEX TO SHORTS SERVICE Back Stage in the Short Shops 46 Bugs Bunny Kartoon Karnivals Score 50 Exploit Timely Don't Talk' 47 Father's Day-Quiz Kids Tieup 49 Hollywood Production Activity 50 Make Sport Reels Profitable 47 Newsreel Synopses 51 New York Cards Shorts Selling Aid 53 Plan Shows Featuring Shorts Stars. . 48 Selling Angles on Two Current Shorts 46 Serial Campaign Attracts Adults. . . 48 Short Subjects by Series 53 Sherts Shopping 45 Short Subject Reviews 51 Showmanship Slants on Shorts 52 Texans Know How to Sell 'Em 49 It Or Xot," and other similar reels devoted to hobby, invention, and science were arranged to form a complete show. The co-operation of school principals was solicited and the attractions set up to take the place of the regular program on the late afternoon show for three days. Teachers of high and grade schools cooperated fully with the result that attendance was above regular show quotas and more regular patrons than school children attended. The idea met with such popular approval that it is to hold a periodic place on the special event calendar of the theatre and will be offered as frequently as sufficient reels of the required t3pe can be gotten together. Other managers are using the special Saturday morning all short comedy show for kiddies and presenting some subjects that have been played before to liven interest in the event. Exchanges are willing to co-operate on shows of this kind and have given the used films without cost in order to clear up the unplayed units. Might Substitute Shorts Series There are many situations where the working hours of customers have increased to the point where the curtailment of the time of programs has been necessary. These, and possibly others not yet faced with this condition, might be able to set apart the middle of the week and substitute a series of short releases for the usual second feature. In many situations it may be possible to go still further and arrange an "All-Hobby" Show with only such reels as fit this classification used in a special midnight or off daj' performance. The fact that a lot of profit exists in redating particularly well received subjects was proven years ago when 7 to 10 Mickey Mouse reels were used to bring in plenty of extra cash. It might be tried again with a mixture of cartoons and a couple of single or double reels that have been paid for and remain unplayed. This is the time when the showman must resort to every old and new trick in order to keep them coming to the box-office, and the indications are that still more effort will have to be put forth as the war makes its demands for more time and attention from everybody. Better start planning now and have plenty of pending activities on hand. The Raven,' Two-Reel Cartoon, To Be Released on April 3 "The Raven." in Technicolor, a two-reel Paramount Special, will be released nationally on April 3. A product of the Fleischer Studios, the cartoon is adapted from the poem of Edgar Allen Poe. Three new cartoon characters, the "Raven," the "Fox" and "Scott>'," are introduced in the two-reel comedy which is animated to a unique musical score. Last year's special was "Raggedy Ann."