Showmen's Trade Review (Apr-Jun 1942)

Page 18 SHOWMEN'S TRADE REVIEW June 20, 1942 Capitalizes on Youth^s Lengthy Theatre Stay One day recently in Chatham, Ontario, the parents of little seven-year-old Donald Craig reported him missing to the city police. The youngster had gone to the Centre Theatre at 2 p.m., and when he failed to return later in the afternoon, his parents sent out the "missing" alarm. That night at 10:50 Donald was found, still enjoying the show at the Centre. Newspapers carried an account of the incident. Not one to let any smart showmanship idea get by if he can prevent it. Manager Harland Rankin reproduced one of the items in a special ad under the heading, "Why Did Donald Stay So Long?," followed up with this copy: "Donald stayed because he couldn't resist the luxurious surroundings, the comfort of our Dunloppillow seats, and outstanding performance at the Centre Theatre. Folks, avail yourselves now of Chatham's newest theatre conveniences and at the same time enjoy the best in entertainment." May Ties-ln Civic and Educational Groups For Music Week Celebration in Maysville A generous opportunity for smart showmen to heighten their good-will standings in their communities and to win new patrons has come and gone. National Music Week, which was celebrated from May 2 to 8, comprised that opportunity. Judging from reports from the field, not too many theatremen took advantage of it. Best example of one who did : Manager Edward May, Schine's Russell and Washington theatres, Maysville, Ky. Every day during the week, May promoted various stage attractions absolutely free. The line-up : Saturday and Sunday — Second Grade Class, Sixth Ward School. Monday — Maysville High School Glee Clubs. Tuesday — Mason County State Contest vocalists. Wednesday — Maysville High School Band. Thursday — Kentuckv Kavaliers. Friday — Civic Band of Maysville" * Although this activity is typical of May's civic enterprise, the Maysville showman went even further, arranged an outdoor concert held about half a block from the theatre on Sunday afternoon. The program attracted hundreds of townsfolk to the vicinity of the Russell, despite a strong city-wide religious meeting being held in one of the large warehouses. All civic and school musical organizations took part. Through the cooperation of Reverend A. D. Odom, pastor of the First Baptist church, amplifier and broadcasting equipment, property of the Baptist church, was set up to carry the outdoor program several miles in all directions. The minister also delivered a short address. In another brief talk, Manager May stressed the fact that Maysville has become a musicconscious town, and pointed to the "heightened enjoyment that has come from a wider appreciation of g®od music." Earlier that same Sunday afternoon, the Maysville High School Band marched to the theatre, plugging National Music Week and the current attractions, "The Lady Has Plans" and "Born to Sing." Sunday business was better than average. May reports, adding that the stage attractions held during the week also increased grosses. To apprise the public of the special Music Week activities, the Maysville theatreman promoted 75 inches of free newspaper publicity, utilized extra space in regular newspaper ads, arranged special front and lobby displays detailing the week's events, sent out penny postals to box holders on rural routes, distributed 2,000 weekly program cards house to house — all this in addition to his regular exploitation. Something Novel in Institutionals Through an idea that has been in force for some time now, the Grand Theatre, Hallock, Minn., should be known far and wide. Enterprising Manager Ray B. Walter has had postcard views of the theatre, the lounges, auditorium, etc., made up. Patrons can use the backs of the cards to write "a line or two" to friends and relatives. There is space for "correspondence" and "address," as well as the direction to "place stamp here." Section of the Maysville High School Band which paraded to the Russell Theatre to herald opening of National Music Week in Maysville, Ky. Other activities in accompanying story at the left. Big Sendoff for 'Wings' In Warner-Army Tieup Under a tieup assuring the cooperation of the U. S. Army, one of the most far-reaching campaigns yet mapped out for a feature with a war industry background will launch the premiere of "Wings for the Eagle." In addition to the staging of simultaneous premieres in about 30 leading aviation centers, including Detroit, Buffalo, Baltimore, Fort Worth, San Diego, Dayton, Seattle, Wichita and others, the campaign devised by Mort Blumenstock's Eastern advertising and publicity organization is aimed for the most inclusive direct contact with arms, munitions and other mass-worker communities throughout the country, with both war industry and Washington authorities cooperating. Because of the picture's timeliness as entertainment and its pertinence to the war efifort, national release of "Wings for the Eagle" has been advanced to July 18. The picture's world premiere date will be announced shortly by Ben Kalmenson, Warner Bros, general sales manager. Extra! Here's a Manager Who Exploits His Second Feature Generally, the best feature on the program is given the strongest promotional buildup. An exception to that rule occurred recently in Aberdeen, Wash., when Russell Brown, city manager of the D & R Theatre, set out to sell the second feature on the program, "Blondie's Blessed Event." In advance and during the showing, a bassinet and cutout storks formed an eye-catchin? lobby display. As an advance street ballyhoo. Brown persuaded a boy to go blackface, push a baby buggy around the business district. On his back he carried this sign : "I am looking for Dagwood and 'Blondie's Blessed Event' at the D & R Theatre." Collins' Contests Win Goodwill of Students One exhibitor who firmly believes that the youngsters of today are the adult patrons of tomorrow, provided you create the patronage habit in them now, is Manager Bob Collins of the State Theatre, Modesto, California. Recently, Collins has been fortunate in playing a line-up of pictures which make possible tieups between the theatre and the schools. For instance, in conjunction with "Captains of the Clouds," he held a model airplane contest, displayed the winning models in the lobby. On one of the "Andy Hardy" pictures he had all the jaloppies in town competing with Mickey Rooney's cut-down of questionable vintage (STR, May 23, p. 20). Latest tieup was made with Modesto High School students whereby the lads and lassies competed in a "Jungle Book" poster contest. The drawings, depicting various scenes from the picture, were displayed in the entrance hall of the State. These activities attracted newspaper publicity, improved business. Best of all, the interest of Modesto students in the State is kept alive, and their presence there means the boys and girls are keeping out of mischief. Patrons Pick Own Ten Best During 'Miniver' Engagement A poll of New York theatre-goers to determine which motion pictures they consider the ten best of all time is now in progress at Radio City Music Hall. Patrons may vote for any motion picture ever made and are invited to cast ballots for their ten favorite films in a sipecial booth installed in the lounge of the theatre. The poll of theatre-goers follows a similar poll of nationally known persons whose lists have recently been announced. The ten pictures with the most votes at the end of the third day were as follows : "Mrs. Miniver," "Rebecca," "Gone With the Wind," "How Green Was My Valley," "Goodbye, Mr. Chips," "Mr. Deeds Goes to Town," "The Informer," "Wuthering Heights," "All Quiet on the Western Front," "It Happened One Night" and "Blossoms in the Dust." The poll will continue during the current Music Hall engagement of "Mrs. Miniver." Bathing Beauty Contests Set by RKO, Loew's New York Theatres Three thousand dollars in cash and many other prizes will be awarded in RKO's annual Bathing Beauty Contest which gets under way June 26. Eliminations will be held in theatres throughout Greater New York and Westchester. Entries are restricted to young ladies over 16 years of age. The finals will provide a Miss RKO of each borough and of Westchester County. Even Harlem will have its own Contest, with participants appearing on the stages of the Regent, Alhambra and Roosevelt theatres. Bathing beauty contests have also been set up for a dozen Loew theatres in New York and suburbs. Already lined up : Loew's Mt. Vernon, New Rochelle, Yonkers, Newark, Jersey City, Metropolitan, Valencia, Warwick, Willard, Pitkin, Bedford and Premier. Others are likelv to be added later. Good for ANY Attraction One of the Fox Intermountain theatres plugged its coming attraction and cooperated with the Government at the same time by placing llxl4-inch cards around town with this copy: "DON'T TALK about Military Information ! But you can tell everyone about 'The Bulgle Sounds,' etc." Swell idea, and it can easily be adapted to any picture.