Showmen's Trade Review (Apr-Jun 1942)

Page 14 SHOWMEN'S TRADE REVIEW April 18, 1942 THE FUM ■■■■■■■■■■■■■■www -DUSTRY ^ ■■■■■■■■■■■■■■ww% ON THE PATRIOTIC FRONT Stamp Drive Merits Nation-wide Duplication 10,000 Theatres Could Sell $15,000,000 Worth Weekly, Asserts Chicago Exhibitor [STR deems it a privilege to report the following patriotic activity to its readers, and does so with the hope that every exhibitor will set up a similar Junior Minutemen group for the sale of War Stamps as soon as possible. For, as the showman concerned puts it, "every day, every week of delay in establishing these groups on a nation-wide basis prolongs the war."] Of all the plans heretofore advanced to theatreinen to promote the sale of U. S. War Savings Bonds and Stamps, none is more worthy of nation-wide duplication by other showmen than that set up for the Plaisance Theatre, Chicago, by Alanager Robert F. Griffith. On Lincoln's birthday last February, Manager Griffith obtained the assistance of the local war savings staff and a friend in organizing The Junior Minutemen Corps of America. Signing enrollment cards at the organization meeting were children from the ages of 6 to 14 who were willing to commit themselves to sell a dollar's worth of Stamps a day. Film actress Bonita Granville appeared in person and swore in the first group. More than 700 boys and girls attended the admission-free rally, which also included a one-hour short subject program. Out of the 700, 200 signed pledge cards. Celebrities Encourage Junior Minutemen Since then, Griffith has presented a free show for the Stamp-selling boys and girls every Saturday morning. Often the kiddies meet a star of the stage, screen or radio who encourages them in their activities, see a good array of short subjects, hear a speaker from the war savings staff. Prizes are awarded to leading salesmen, and a auota of total sales for the coming week is set up. Celebrities making personal appearances at the Plaisance, in addition to Miss Granville, include Annabella, Arthur Treacher and Victor Jory. Through the courtesy of the Santa Fe Railroad, the Jemez Indian Dancers have also appeared. Now that we know "who," "what," "where" and "when," many readers are perhaps wondering how a S52-seat house on Chicago's west side could afford this activity. Solution to the financial problem : waste paper. 'Response Has Been Terrific' "We found," reports Griffith, "that from 15 to 25 pounds of paper accumulates in the average home every week. So we ask the Junior Minutemen to bring these papers with them each Saturday. The response has been terrific. We sell the papers, and use the money received for costs of operating the show, buying the sleevebands and badges and purchasing the prizes for weekly sales leaders. As soon as the paper is collected, it is weighed and carted away. And as soon as the money is collected, well — a group of the boys and girls act as a finance committee and handle their own financial problems." Is there a provision for adults in the set-up? Certainly. Grown-ups in the community have been contacted to act as a committee to assist the youngsters with all their selling problems, and the various ladies on the committee volunteer their time in taking charge of a booth Samples of the publicity resulting from Manager Robert Griffith's organization of a Junior Minutemen group to sell War Savings Stamps are shown above. The plan is one of the most practical yet devised by an exhibitor to promote the sale of War Stamps. So important is Griffith's plan we urge our readers to study it thoroughly. in the theatre lobby where they handle the sale of Stamps to the children. In turn, the children deliver the Stamps to their customers. Organization of the Junior Minutemen is on a military basis, with privates, corporals, sergeants and captains As they pass their dollara-day quota, they advance in rank. Each corporal is in charge of a squad of privates, and he must see that his squad sells the required quota of Stamps. The sleeve-bands and badges indicate rank and selling ability of the boys and girls in the organization. Also imprinted on the sleeve-band is the theatre name. No matter how elaborately detailed, no plan can be labeled a success unless it produces results. In that case, Griffith's plan is decidedly a success. Results, as outlined by the Plaisance management : "Last week . . . these boys and girls sold $1,572.10 worth of War Stamps. In another month, when the group is recruited to a membership of 500, these figures will be doubled. . Since February 12, approximately $5,500 worth of Stamps have been sold. You can readily see that the figures are bound to increase each week as more boys and girls, intent on doing their part for Uncle Sam, sign the pledge." And There's the 'Selfish' Angle Theatremen interested in the "selfish" angle will be glad to know that the Plaisance "has received wide-spread publicity (see cut) and goodwill that no amount of cash could buy." Furthermore, west side residents have made special trips to Griffith's showplace "to see our shows and see what kind of theatre has so changed the morale of the community." Indirectly, the activity has helped the box-office. Something for other exhibitors to ponder : If the children attending one small theatre can sell $1,500 worth of Stamps in one week, how much could be realized by the nation's some 10,000 theatres on the same basis? The answer, according to Griffith, is approximately $15,000,000 a week or more — "enough to purchase 105 Flying Fortresses a week for the duration." tastman Kodak War Production Index to Value of Motion Pictures to Military Revealing information about war work which is currently occupying a high percentage of the company's productive capacity, a booklet issued by Eastman Kodak Co., makes public for the first time the wide extent to which motion pictures and still photography is employed in modern warfare and the large amount of supplies being manufactured by this one company for the U. S. army, navy and other military forces. More than 80 per cent of the camera and optical plants of t!'e company are now devoted exclusively to the making of lenses and other optical appurtenances essential to effective use of field, naval, and air artillery. More than 50 per cent of the company's American output of photographic sensitized goods is ear-marked for military use or for industrial and commercial purposes recognized as being essential to the war effort. In addition to film and actual photographic accessories the Eastman company has entire shops and departments engaged in making precision devices for use in directing artillery fire. The manufacture of special lenses for use on aerial cameras has grown from an obscure department in World War No. 1 to a position as one of the company's major units. Many of the units, previously devoted to the making of camera and optical equipment, are now engaged in the exclusive production of high precision instruments and implements such as mechanical time fuses for shells, height finders for anti-aircraft batteries, aiming circles for directing artillery fire, fire-control telescopes of various types and other instruments of a nature which cannot be disclosed. Photography is both a weapon and a tool in the current world warfare. Not only does it figure in the planning of all major actions and the training of the military novice but it is used in practice aerial gunnery instead of bullets and by combat pilots to record their "hits" on enemy targets. Photo maps are required by every jeep and gun carrier of the modern mobile unit and, in some instances high flying planes are equipped with darkrooms and developing plants. This is all in addition to the widespread advantage that is being taken of photography as a means of training special forces in the unfamiliar routines and complicated skills of modern military effort. No small contribution is the company's exclusive supply of cellulose esters from which safety film is made. Safety film is the base of aerial film, x-ray film, and other vitally important photographic materials being employed in the war.