Showmen's Trade Review (Jul-Sep 1944)

50 SHOWMEN'S TRADE REVIEW September P. 1944 Indiana, Illinois Chrises — ■ Chamales and Christos — Topics of This Edition Vacation days are over. Here we are, back at work again. During our sabbatical leave tlie weather was cool and comfortable, but it has turned humid again. Now that September is moving along, the hot days are numbered. Soon the fall breezes will be blowing, and not so long after that the crisp, cold winds of winter will greet us every morning. It makes us a little cooler to sit here and think about it. After one has been out of touch with a typewriter and events in the industry for a week, it's difficult to get back into the swing again. Ordinarily it would take just a few minutes to type those introductory lines ; under present conditions, when we have to get our thinking processes to function again and have to renew our acquaintance with this typewriter, it takes much more time. More minutes pass as we sit here and reflect on our vacation and try to figure out what we're going to write about next. The problem will be solved, we hope, by the programs here on our desk awaiting our perusal. We note some material received from Manager Chris Chamales of the Ro.xy Theatre, Delphi, Ind. It always does our heart good to hear from any theatre in that state, for we're a son of Indiana ourselves, having been born and raised there. And Delphi, if we remember correctly, isn't so far from the section where we spent most of our years — Kokomo and Marion. Manager Chamales' handbills, newspaper ads and other accessories are concerned, for the most part, with the recent war bond drive. At least that's what a cursory inspection seems to reveal. New Angle for 'Season Pass' First, there's a ticket given to bond purchasers to see a war bond showing of "The Fighting Seabees." Next, the "season pass" idea has been used in connection with a human-tarian efifort. Copy on a pass-size card: "Don't Let the Season Pass Without Aid to the National Foundation for Infantile Paralysis Crusade. Thank You." Copy at the stub end : "Contributor to the Crusade of Infantile Paralysis Through Motion Picture Theatre Drive. Roxy Theatre, Delphi, Ind." We've never seen this idea used before. The "season passes" were evidently distributed by Chamales, and those who made contributions were given the stubs as proof. Special handbills were used to advertise the showing of "Memphis Belle" and the exhibit of the captured Japanese submarine, which could be inspected only through purchases of war bonds and stamps. Chamales' Institutional Copy Now we get to what Chamales calls his "pinup program." The list of attractions flanks either side of a center box which the Delphi management uses for institutional copy. There are merchant ads at the bottom. It doesn't take us long to find out that Chamales puts his theatre 100 per cent behind all patriotic endeavors. His institutional copy, for example, under the heading of "It's Now or Never, America," has this to say: "Thrift and fortitude and determination made the 13 colonies these United States. Now it is our turn to preserve the things for which our forefathers died. The Fifth War Loan is the biggest, the most vitally important financial effort of this whole war. Strip your pockets for action, the battle of the world is on and we must This window oiipijy ai G. Schirmer called atten:icn to the showing f Republ c's "Atlsntic City" at the Manhattan Theatre in New York. Stills from the production were combined with sheet music of the many tunes included in its score and a card giving picture, cast, and theatre proper credit. win it." Elsewhere on the same program are such lines as "Keep Carroll County on the Victory Line — Trade on the Home Front" and "Stars and Stripes Second Call for Women! Women, Enlist in the Joan of Arc Legions of the U. S. Navy, the Waves." On another Delphi program is institutional copy worthy of reproduction here to be adapted to their own use by Program Exchange members and other theatremen : "Now, more than ever, movies are your best entertainment — the constant strain that these hectic war days bring is felt by every member of the family from Granddad right down to Junior and Sis. Your daily paper carries screaming headlines in every edition, some of them depressing, others bringing cheering news of victories achieved against our enemies. "Radio contributes to the pressure by bringing you, at half-hour intervals, news commentators who give their various, personal interpretations of the latest developments at home and abroad. "While all this up-to-the-minute news is every enlightening and educational, it definitely increases the tempo of living and frequently, through conflicting reports or analyses, leads to confusion and indecision. "Now that the family car cannot be used as often as heretofore, due to gasoline and rubber rationing, about the safest bet for comfort and relaxation away from home is your Roxy Theatre. Here is an atmosphere of quiet refinement, where your every want is carefully administered to by our courteous staffs, you can forget your troubles and relax while enjoying your favorite type of movie entertainment or picture personality. "Whatever your preference in pictures, it will be satisfied here because we make it a point to have a well-balanced program always. If you enjoy light breezy musicals, we have them; or maybe you prefer comedies? — whatever it is that you enjoy most, it will be shown here. "Walter Wanger, noted producer, once said that Hitler would gladly give up half his conquered territory and Germany for a motion picture industry like that in the United States, because of its tremendous value as a morale builder and propaganda agency. A Chinese philosopher also said that one good picture is worth a thousand words, so without using any more words permit us to say that we have all the good pictures, and may we suggest that for your morale's sake you visit us often and bring the children with you." On still another program Chamales devoted considerable space to an appeal for Wave recruits. Our conclusion is that the Delphi theatreman is doing a swell job in his small community, and we'd like more news of his showmanly activities real soon. The Chrises seem to dominate the proceedings this week, for we have a letter and material from another Chris — this one is Chris Christos, manager of the Verdi Theatre, Chicago, who contributed frequently to this department a few years back when he was managing the Lincoln Theatre for the Van Nomikos Circuit. He operates his own house now, and declares that "there is nothing like being in business for yourself, no matter how wonderful your employers might be." Chris still puts out his attractive die-cut calendar program, but his letter was occasioned by a Kleenex stunt. Knowing that the tissues are scarce right now, he celebrated the theatre's first anniversary by giving every lady who purchased a ticket for the evening performance a bo.x of Kleenex. Says Chris : "The event was certainly the topic of the day for the two weeks previous to tlie giveaway." He fails to reveal, however, one important bit of information to help other theatremen duplicate the stunt : where did the Kleenex come from? In his program announcement he asks women patrons not to ask "how or where we got them," but assures them that "there will be enough for all." We haven't covered much territory, but we've used more than our usual allotment of space, so we'll have to call a halt to this edition of the Program Exchange. Extensive Use of Displays Sets Pace for 'Hargrove' in Reading The extensive use of displays set the pace for Loew's Colonial Manager Brock Whitlock's campaign on "See Here, Private Hargrove" in Reading, Pa. (He's now in Richmond.) A large cut-out of the title and credits covered almost all of the traveler on the stage three weeks in advance of opening. At the beginning and end of every performance, tlie traveler was drawn and spots were centered on the cut-out. An immense animated display was placed over the marquee of the theatre with the opening of the picture. The animation took the form of shaking knees on the part of Private Hargrove i and a moving pointing hand on the part of the Sergeant. Two large cartoon teasers measuring 30 ins. by 40 ins. were placed in front of the theatre two weeks prior to opening. Radio spot announcements, gag heralds, car cards, teaser ads, book and music store displays were also used, and a gag window, depicting both Walker and Wynn peeling spuds was set in the center of the Reading shopping district. In front of them was a large pile of potatoes on a turntable and a $25 war bond was given to the , person who guessed nearest the number of | potatoes in the window. Educators Urge Companies Issue Study Guides on All Pictures Issuing of comprehensive film study guides by motion picture companies for all their major releases is urged by the Educational Policies Commission of Washington, D. C, as a service that would be effectively utilized by the schools, colleges and other educational institutions. In a letter to Warner Bros, commending the educational promotion material prepared on "The Adventures of Mark Twain," William G. Carr, secretary of organization, said: "Children do attend the movies in large numbers and they do learn from them. Anything that can be done to coordinate what they learn from the movies with what they learn in their schools would amount to a fine public service."