Showmen's Trade Review (Jul-Sep 1943)

36 SHOWMEN'STRADE REVIEW July 24, 1943 ADVERTISIHG CLINIC by Old Doc Layout* HOLD THE LINE (at Your Box-Office) Facf Thaf Movie Habit May Be Broken by Rationing Calls for Selling Skill Gas rationing has created a serious problem for many exhibitors whose theatres lack adequate transportation facilities so "Old Doc Layout" again comes to the rescue. True, 'Doc' can't carry them to your door but maybe these suggestions may prove the seed from which a solution to a knotty problem may grow. The most serious result of gas rationing, particularly the pleasure driving ban along the eastern seaboard is not immediate. Most theatres can weather a day to day storm. The serious phase of the ban is its tendency to break the movie going habit and to force the public into other channels of entertainment either in the home or closer to home. Once the habit is broken it will require effort, money and time to re-establish it. Constructively directed advertising seems the only available substitute for gas at the exhibitors disposal. The one pitfall, that presents itself in this problem is that of misdirected copy which might lead the reader to consider the theatre as being unpatriotic in urging attendance. Carefully planned copy can draw patriotic admiration for the appeal and get results too. The layouts reproduced on this page offer the foundation for constructive ads. Copy should urge patrons to "Keep the movie habit," "Avoid using the trolleys and busses during peak working hours." Help war workers to get home by coming to the movies at certain hours (List show time). Advertise facilities for taking care of patrons* bicycles safely while they see the show. Play up the importance of movies to home front morale. Point out how essential relaxation is to the workers and their families. They Are Effective Weapons This art possesses the punch necessary to get attention on any newspaper page and can be used to good effect as cover designs on your weekly program. They are effective weapons through the power of suggestion. You have to work on the theme that its easy to get to your theatre without gasoline. Sell the "A Sticklers" not to be stay-at-homes when your movie is but a short walk from their front door. These layouts could also be elaborated upon by your sign man for effective displays placed away from your theatre or for window card campaigns covering your trading area. If ever there was a time when merchant cooperation should be solicited for theatre promotion, this is it. Co-op advertising of the full page variety should be directed to selling the folks of your community the idea that when they drive to town to do their shopping in their favorite stores they will do well to have dinner in town and see a movie. This appeal should be equally attractive to your neighbor merchants whose problem is similar to your own, and into it can be woven the suggestion that patrons carry their purchases with them. Play up parcel checking facilities if you are equipped to handle them. The movie habit needs coddling under wartime restrictions and requires all the skill and showmanship you can muster. True, when gas again becomes a commodity rather than a luxury there will be those who will hurry to their nearest theatre pronto, but there will also be those who will require coaxing. Do your coaxing now and keep your patrons in that good old habit that has made show business what it is today. For the convenience of those who wish to reproduce the above in programs, STR offers these illustrations in a form that may be conveniently used. Type can be pasted in and your local engraver, or offset concern, can do the rest. Harold Grable Film Exploited By Shea's in Buffalo A spotlight dance promotion highlighted Charlie Taylor's campaign for "Coney Island" at Shea's Buffalo. Tie-up was effected at the local Coney Island, Crystal Beach, and free passes were awarded to the dancers at the resort who were picked by the blinking spotlight during their whirl around the parquet. Novelty of the promotion appealed to the local papers, who covered it in the news columns. Management of the Palace Theatre, Washington, D. C. emphasized the star value of Betty Grable throughout the campaign. On the exploitation side, they spotted full size cutouts of Miss Grable in many spots trafficked with heavy circulation of pedestrians and onlookers. Many service men's and women's soft drink bootiis displayed Grable figure together with playdate credits and 20th-Fox star animated windows in Hecht's and Kahn's, town's leading department stores. Campaign was rounded out with a fine music tie-in, which included dealers' windows and counters and song plugs via the air and night spot's. Coney Island hot dogs, from Mis« Grable, were sent to all newspaper critic^ Eye-Catching Blowups on Lana Manager K. Alead of the Main Theatre, Pueblo, Colo., used 6 eye-catching blowups on Lana Turner in front of his theatre during the engagement of "Slightly Dangerous."