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10
SHOWMEN'S TRADE REVIEW
December 19, 1942
ON THE PATRIOTIC FRONT
Torset^ Pearl Harbor To Plug Bonds as Ideal Christmas Gift
With an ease born of long experience, showmen of the nation have put "On To Victory" Week behind them and swung immediately into a campaign to persuade theatre patrons to give bonds as Christmas gifts.
This is another special promotional campaign in line with a decision arrived at by the Theatres Division of the War Activities Committee, which calls for periodic drives to boost sales.
Lobby displays and marquees, replete with the clenched fist of "Avenge Dec. 7th" and grim mementoes of the sneak Nippon blow, have undergone a face-lifting that is, as much as is feasible, giving the theatres a red-and-green, holly-and-tinsel Christmas flavor.
The exhibitor, is, in effect, slipping on a beard and becoming assistant to St. Nick, in order to perform a patriotic service for that other bearded gentleman. Uncle Sam.
Two posters, prepared by the Treasury Department, should now be in the hands of the roster of WAC showmen. One has Santa Claus on it, distributing war bonds, called "The Present With a Future." The other shows a pleasantfaced doughboy peering through a porthole, with his hand outstretched. The legend reads : " 'Til We Meet Again— Buy War Bonds." Both of these posters come in one-sheet and 40x60 sizes.
With many millions of Americans engaged in war work, there is little doubt that there exists an enormously increased buying power. The theatre men are attempting to divert much of this buying power ordinarily used to purchase luxury gifts into the purchase of bonds, truly "The Present With a Future."
Adding Machine Unable to Handle Buffalo Bond Sales
When a publicity man under-estimates, it's the same as a man biting that well-known dog.
C. B. Taylor, WAC Public Relations Chairman for the Buffalo exchange area, helped make some of the arrangements for a war bond luncheon sponsored by the Rotarians, as part of "On To Victory," Week. The food was fine, there was enough sugar, the room was filled and there was an adding machine that could count up to $100,000.
Taylor thought everything was apple-pie — but it wasn't.
The adding machine went to $100,000, and sales went beyond that to an astronomical $500,OOO ! Said Taylor :
"When the adding machine went out of business, we did our addition on the tablecloth."
Half of Town Turns Out for Scrap Show
Three hundred and ninety people turned out for the Roxy Theatre's scrap matinee, held in De Graff, Ohio, recently, which is a little more than half the entire population of the town. Though numerically small, De Graffites took their scrap show very seriously, bringing in more than 36 tons, one of the largest per capita yields registered across the country.
The scrap was sold for $346.15 for charity.
J end Cartoon Scrap Books to Soldiers
A stunt that brought good box-office returns, that increased present goodwill and contributed to the morale of boys in the armed forces, was used by Manager S. Graves of the Plymouth Theatre, Plymouth, N. H., in connection with the run of "Iceland."
Graves contacted all the student bodies. Girl and Boy Scouts and the adult trade, and offered guest tickets to "Iceland" for the best collection of cartoons in the current magazines. Cartoons galore were received from both adults and students.
Girl Scouts pasted the cartoons in scrap books, which were sent to local boys stationed in Iceland and other distant lands.
Wrote one boy: "We were so homesick for good American humor that the cartoon scrap book you sent was soon worn out because of its popularity."
Smoke & Sweets Show Benefits Naval Hospital
Sponsored by the management of the Spreckels. Tower, Cabrillo and Broadway theatres, a special Smoke and Sweets matinee for the benefit of men in the Naval hospital was held one morning last month at the Broadway in San Diego.
Only admission fee charged was cigarets and candy ; that is, two packages of cigarets or twenty-five cents worth of candy bars. Management specifically stipulated that home-made candy would not be accepted. (This rule should be applied at all theatres where such matinees are held.)
Screen attractions for the special occasion were "My Sister Eileen" and "Smith of Minnesota."
Results of the benefit were not reported, but it's reasonably safe to assume that the Navy men got plenty of cigarets and candy.
Record Matinee Sets Record
Display advertising Old Record matinees at the Russell and Washington theatres, Maysville, Ky., is shown here. One child's ticket was given for five discs; one adult ducat for ten. Manager Edward May had the cooperation of the local G. C. Murphy five-and-dlme store, which also plugged the offer In its window. First matinee was so successful stunt was extended two more weeks.
New WAC Publicity Chairmen are Listed
Additional appointments of men and women to handle War Activities Committee publicity in cities of 25,000 population or more are coming into WAC headquarters every day, Oscar A. Doob, Chairman of the Public Relations Division, announced this week. A list of the new City Publicity Chairmen, who were named to these posts by the Public Relations Chairmen in the various exchange areas, follows :
Indianapolis Exchange: William Elder, chairman, appointed : Oscar Fine, Evansville ; Robert Hudson, Jr., Richmond ; CliflF Reuchel, Louisville ; W. T. Studebaker, Logansport ; E. J. Arnold, Terre Haute.
Minneapolis Exchange: Charles Winchell, chairman, announces the following : A. L. Anson, Duluth ; Harvey Buchanan, Superior ; Dick Bradley, Eau Claire; Al Smith, Winona; Ray Niles, Rochester ; Fred Larkin, Sioux Falls ; Ed Kraus, Fargo ; Mike Cooper, Grand Forks.
Denver Exchange: Harold Rice, chairman, lists his appointees : Charles Dietz, Denver ; R. J. Morrison, Denver ; Fred Glass, Cheyenne, Wyoming; A. C. Stalcup, North Platte, Nebraska; Harry Tucker, Albuquerque, New Mexico ; Larry Starsmore, Colorado Springs, Colorado; Ed Schulty, Casper, Wyoming; Al Kier, Ogallala, Nebraska; Chas. Kline, Deadwood, South Dakota ; Ben Snyder, Gunnison, Colorado; Milas Hurley, Tucumcari, New Mexico ; Luther Strong, Grand Junction, Colorado ; J. C. Parker, Dalhart, Texas ; Ray Bartlett, Artesia, New Mexico ; and John Denman, Denver, Colorado.
Omaha Exchange: Ted Emerson, chair{Continucd on Page 12)
Treasury Department Radio Shows Plug Exhibitor Bond Sales
The fact that the motion picture theatres of this country are purveyors of bonds and stamps is being announced to the nation regularly by Treasury Department broadcasts.
Theatres were plugged over the ether during part of "On To Victory" week, with issuing agent slant given special emphasis. This will continue, according to the Treasury Department, in one out of every two or three spot announcements, as well as in the so-called "Women's" announcements and other specials.
Exhibitor spokesmen for the War Activities Committee felt certain that these announcements would have an appreciable effect on the theatres' newest bond and stamp promotion, built around the Yule season, while at the same time would boost the bread-and-butter every-day sales.