Showmen's Trade Review (Jan-Mar 1943)

40 SHOWMEN'STRADEREVIEW February 27, 1943 Schine Theatres are Stressing ^Public Will Respond' I ^ ^ m "^e find very little difference in our ovics Importance in Vy artime irrng.^^^^^^^^ I will respond if you have the product and In situations where pleasure driving has been banned and gasoline rationed by the OPA, theatremen must be constantly alert to keep their showplaces operating on a profitable basis. Through institutional advertising and newspaper cooperation, much can be done to keep motion picture entertainment at the top as a war-time necessity for civilian morale. Theatres of the Schine Circuit have been using an advertising campaign along the following lines : ►"Make It a 2 in 1 Trip ! If you have to drive to work . . . stop off at a Schine theatre and get a picker-upper before you go home. . . . The OPA says it's okay!" ►"Sure It's Okay! If you have to drive to do essential shopping . . . the OPA says it's okay to see a movie on your way home." ►"You'll Forget Your Visit to the Doctor — if you stop oflf at a Schine theatre before you go Home! The OPA says if you have to drive to the doctor . . . you can stop off at a movie on your way back." ►"OPA Says O. K. 1 If you have to drive to work ... or to the doctor ... or for essential shopping — you can stop off at a movie on your way home !" Bumper Strips on Buses In tieups with local transportation companies, many Schine theatremen have succeeded in placing bumper strips on buses. The cards, printed in patriotic colors and containing eyelets so they may be easily attached, carry this copy in large, easy-to-read type : "Ride the Buses. Attend Schine's Rialto (or whatever the name happens to be) Theatre." Cards also feature a sketch of a bus and a motion picture theatre. Seymour L. Morris, of the circuit's publicity department, knows that the editorial backing of the press will go a long way toward helping theatres "hold their own" in the face of restrictions, will also impress officials with the morale-building importance of motion picture entertainment. Therefore, he has been urging Schine managers to seek editorial backing from their local dailies. To his office in Gloversville the other day came the first sample of this effort : an editorial planted in The Post by Manager Chuck Larnard of the Appalachian Theatre, Appalachia, Virginia. The editorial, entitled "Movies on the Home Front," is reproduced here in its entirety in the hope that other exhibitors, especially those in communities where war-time restrictions are hurting attendance, may be able to get their own newspaper editors to use it intact or as a basis for their own editorials : "Such Acts Hurt the Movies" "The OPA, in issuing its ban on pleasure driving, singled out the movies, probably unintentional, as being 'out of bounds.' Newspapers tell of inspectors hanging around the movie houses to trail those emerging to their cars and either demanding their gas rationing cards or taking their license numbers. Such acts tend to hurt the movies, and we doubt that the purpose of the pleasure driving ban has been materially aided. "Far from us to champion the cause of the movies; however, we do feel they have been rendered a grave injustice. Others, no doubt, think likewise. Here are a few: "Franklin D. Roosevelt, President and Commander-in-Chief: 'The American motion picture is one of our most effective media in informing and entertaining our citizens. . . . I want no restrictions placed thereon which will impair the usefulness of the film other than those very necessary restrictions which the dictates of safety make imperative.' "General Dwight Eisenhower: 'Motion pictures are of the utmost importance to provide entertainment and build up the morale. . . .' "Col. W. Mason Wright, U. S. Army Bureau of Public Relations: 'In times of peace, motion pictures are a luxury, but in times of war they are a necessity.' "Capt. Leland P. Lovette, U. S. Navy Director of Public Relations: 'As a matter of fact, the film industry is making a great contribution on a non-profit basis. The sacrifices made, in time, in effect and in money, are difficult to measure. But I do know that the industry, through its war activities committees, its various associations and its individual leaders, is doing a worthy job of work in helping to win the war.' "Maj. Gen. Charles H. Bonesteel: 'Due to the isolation of so many of our installations, I consider that motion pictures are among the handle your advertising campaigns properly. "We also find that 'more and bigger' exploitation is an important factor during these ration times." —Earl L. Hubbard, Adv. Mgr., 20th Century Theatre, Buffalo outstanding means used to stimulate a healthy state of mind in my command in Iceland. I feel that they are as necessary to the men as rations.' "Where else is the Star Spangled Banner sung more lustily and by more people than in the movies? Could we say more?" It was hoped that other exhibitors would realize the urgency of getting their newspapers to back them up in the proved contention that motion pictures are essential to the war effort. The Schine Circuit was paving the way; surely others would follow their lead. NOW, MORE THAN EVER BEFORE— Now, More Than Ever, Visit Your Favorite Fox West Coast Theater "THE PLACE TO GO!" Out in California, where practically everybody and his brother must have a car to get from one place to another, gas rationing is in effect, although pleasure driving is still permissible. So Fox Welt Coast theatres in the Northern California territory have been running newspaper ads like those above. If your theatre is in the "wide open spaces," perhaps you could design special ads along these lines. ef Together Nice Sociable Group Of MovieLoving Folks In Your ^leighborhood, Enjoy This RATIONING OF GAS BY FOLLOWING THESE INSTRUCTIONS Take dad to the train. . . . Take mother shopping:. . , . But, it only takes 3'i pints of gas for the entire family to visit your favorite FOX WEST COAST THEATER TWICE A WEEK! Il DO YOU KNOW II You Can Laff and Relax at the Movies Twice a Week ... and It Takes Less Than 314 Pints of Gas! 1 NOW MORE THAN EVEB VISIT yoUR FAVORITte FOX WEST COAST THEATRE THE PLACE TO GO YOU KHOW? ... YOU CAN LAFF AND RELAX AT THE MOVIES TWICE A WEEK... AND IT TAKES LESS THAN 3i PINTS OF GAS!