Showmen's Trade Review (Apr-Jun 1942)

April 11, 1942 SHOWMEN'S TRADE REVIEW Page 15 10 -Point Press Book Streamlining Plan The suggestion of Phil Chakeres that press books be revamped to include a "fact column" and conforming data that would serve to streamline the service for use by the great army of theatre managers and operators who are entirely dependent of this accessory for the sale of the picture to the customer, is getting attention from exhibitors and distributor advertising men alike. The great majority of acclaim comes from the operators of larger circuits with the distributor representatives, who are actually engaged in the preparation of press matter, signifying their willingness to work along any and all lines that promise the greatest box-office return. The most constructive expression comes from Norris Hadaway, of the Wilby Kincey Paramount Theatre, Burlington, N. C. Mr. Hadaway, first pointing out that many press books cover the points he emphasizes but that further co-ordination and more general adherence to them is needed, breaks his suggestions down into 10 sub-headings. Each is treated in detail, but many of the points deserve separate and thorough study which can be better accomplished by individual presentation, and STR proposes to present Hadaway's very workman-like and thoughtful outline in forthcoming issues. For Purpose of Stimulating Thought A digest of his recommendations is offered here for the purpose of stimulating thought and guiding consideration by all exhibitors into channels of practical analysis of their particular needs, and such ways as can be supplied them via the press books. Among other things Mr. Hadaway suggests : "That exhibitors from large and small towns alike analyze their needs individually with respect to the ads, paper, and other accessories, novelties, display suggestions, radio material, exploitation ideas, newspaper story material, newspaper art, tie-up material from all mediums, etc. With a number of such reports in hand from all over the nation it would be possible to promote a meeting of exhibitors and advertising men representing the big and little theatres of the large and small towns and the representatives of the producer companies. A coordinator could be appointed to take a consummation of the most practical and deserving material suggested and work up a sample book to cover the accumulation of suggestions in the most economical manner — such sample to be prepared with an eye to, and understanding of, the prodcer advertising departments and their limitations. This last because so many times the exhibitors make demands that cannot be filled because of unknown obstacles in the advertising departments." In the above Mr. Hadaway hits the nail right on the head. A cross section of ideas is highly essential in arriving at any practical solution of the style and type of material and the particular avenues of sales approach that would best serve all kinds and sizes of theatres. Press sheets are compiled for general sales appeal and it is necessary to know the requirements of the small, individually operated enterprises as well as the needs of the circuit or chain operations in arranging for any worthwhile added contribution or change in the process of their compilation of sales and advertising recommendations. Let us hear from you independents in small towns ! Give us your ideas of how press sheets •"an be made to better serve you in getting Hadaway Bases His Proposal on Years of Study and Actual Experience in Theatre Business attention to the attractions played at your theatre. Let us hear from those organizations with several houses in localized areas as to how the scope of the press sheet can be broadened. Let us hear from operators of groups of neighborhood theatres about their problems and how the press sheet can be made of greater value or stronger appeal. Only from a cross section of needs and ideas can the utmost in improvement be accomplished. Mr. Hadaway breaks his suggestions down into ten sub-headings. Each is thoroughly treated, but space limitations make complete reproduction impossible in this issue. In future issues we hope to treat with his suggestions more thoroughly, but a glossary of the units of his outline is offered here for the purpose of stimulating thought and suggesting avenues of sales approach for other exhibitors to elaborate upon. 1. An idea man on the coast to see that the material incorporated in the press sheet conforms with the chosen avenues of selling the pictures. This man to work between the production staff and the men in the advertising department. 2. Preparation of an analysis covering the main sales angles, factional and specific data of extraneous order that might be of assistance, with information as to pages on which advertising, publicity, and exploitation material to support the suggestions could be found. 3. Details of possible national or known localized tie-ups, magazine ads, etc., with illustrations. 4. Lobby and foyer display suggestions with complete information as to where, what, and at what price, the suggested embellishments to standard accessories could be secured. 5. Exploitation section in which specific, rather than general, stunts would be suggested and concentrated effort made to avoid trite, repetitious effort. This section to be fully illustrated and to cover street bally, merchants co-operation, novelties, contests, radio, and other appropriate activities. 6. Newspaper publicity to be designed to actually fit the production and the type of effort suggested. Avoid the "canned" stories that have long ago lost their interest for editors and readers alike. 7. Newspaper ads to be made more flexible. That copy and titles be so arranged as to allow for total divorcement of accompanying art and not running into illustrations to the extent that separate use is impossible. That copy be prepared for national consumption with an idea of permitting the various managers to localize their advertising. That a portion be devoted to groupings of various art and copy elements to permit locally prepared illustrated newspaper and herald advertising. 8. Radio is so strong a medium of getting public attention that studio-prepared "platters" with well chosen comment by stars, etc., should be available for use by large and small stations. 9. Stills should be selected to actually fit the various suggested effort of selling and advertising with an eye to the possibilities of creating composite or individual blowups. 10. Paper and accessories should be revised so as to permit the divorcement of illustration and copy similar to that suggested under the newspaper heading. Has Covered Subject Thoroughly We believe that Air. Hadaway has covered the ground very thoroughly and given concrete evidence of his years of study on the subject. As mentioned above we intend to publish the complete text of his suggestions as they rate examination and consideration by all connected with the industry. This matter of improving the press book is vitally important to theatre owners everywhere and. while several attempts have been made to efifect a revision of their material and a broadening of their sales scope, the present instance seems to be getting closer than the others to the goal of actual improvement. More theatres must be heard from in order to prepare and to apportion and allocate according to importance, a summary that represents the outstanding needs and desires of all classes and sizes of theatres. The press sheet is the tool most needed for successful and profitable theatre operation. It is in need of resharpening and repairing. Write today telling us how the job of rejuvenation can be done so that it will work to best advantage and fit most perfectly into conditions and difficulties that confront you. Their Job: To Pick the Winners Left to right: J. J. Unger, Paramount Eastern division manager; Oscar Doob of Loew's, Robert Gillham and Alec Moss of Paramount look over some of the campaigns in the Paramount-Loew's 'Box-office Battle of the Boroughs." Names of winners are scheduled to be announced later. Bids Patrons Conserve Rubber By Bringing Neighbors to Show Telling the people to "save rubber" is one thing, but to tie in the admonition with institutional advertising is another, and a smart showman has been doing just that. At the top of his ads. Manager Dp\-e Martin of the Fox Theatre, Pomona, runs these lines : "Conserve! So, Bring Your Next-Door Neighbor Tonight!" Alartin, who with his assistant, Joe \"olkmann, originated the idea, believes that neighbors will take the hint and double up on their trips to the Fox.