Showmen's Trade Review (Apr-Jun 1944)

68 SHOWMEN'S TRADE REVIEW CHICK HAH is" K** i CO' Sell That Cool Summer Appeal Woys one/ Aleons fo Combat Hot Weather Competition by Showmanship Sales Approach {Continued from Page 47) interview with the local health commissioner and have him give a story on the healthful aspects of air conditioning. Your newspaper will probably be interested in this, for the subject is on everyone's tongue all through the summer. A cooperative ad can be easily worked with various air conditioned stores and restaurants. Heading it "How to Spend a Cool Day when the Temperature is 90," you can get ads from all the other air-conditioned places in town and thus have a directory of cooled spots for your patrons. If you should have the only air-conditioned place, the others will cooperate by suggesting that patrons can cool off in the theatre after their shopping. Want a novel stunt? Take a polar bear cub or some seal-like animal of the northern climes and, with the cooperation of the zoological director, put him in the lobby with the explanation that the only place the animal was safe from heat was right there in your lobby. Your local bus or street car system should be more than willing to have you place cards in their buses or trolleys. Reason : they realize that those who attend the theatre also patronize their transportation systems. Selling Comfort With Trailers In boosting cool comfort, your screen is another avenue of approach, but you must be truthful in your claims. No fools, patrons dislike false advertising, and what could better reveal the flimsiness of your veracity than to project a sales talk on the delightfully cool atmosphere of your theatre before an audience of sweltering spectators? To commit such advertising deceit in a hot theatre is to prepare yourself for the role of a dead duck, for literally that's what you'll be. On the other hand, if your theatre is really cool and comfortable, don't keep the fact a secret. Tell your patrons from the screen, and urge them to pass along the good news. Each of the companies supplying "cool" trailers as part of their special service are preparing a new lot of sales messages on this subject which are available to all theatres. National Screen Service has two available, with more in preparation for early release. Here is their copy slant : No. CT-3 Cool. . . . Comfortable . . . Healthful. Weather made to order for your comfort. Our Modern Cooling System maintains, at all times, a delightful degree of Coolness, in order that you may enjoy RIVOLI THEiTU Exclusive Screen Entertainment BROADWAY and 49tli STREET the good programs we have coming' during the Summer months. MS-240. . . FREON has gone to WAR! Freon' is the gas that's normally used in our Refrigeration plant. Today, it is being used in Submarines and for other war purposes, to maintain the lives and efficiency of our fighting men. Thafs why we're Cooling you with tons of Fresh, outside air, delivered by huge Blowers from our Air-Conditioning Plant! It is healthful and comfortable . . . and we know that you won't mind doing without Refrigeration . . . until the Boys come home again! MS-239. . . No Shock! No Chill! . . . when you visit this theatre! Our Giant Ventilating System provides a complete change of Fresh Air, every 8 minutes! Nature's own, healthful method of Cooling! Visit this theatre regularly during the summer months and enjoy our outstanding Summer Hits in comfortable, healthful surroundings. Filmack Trailer Company also have a fine line of 'cool' trailers worth investigating. Here's a sample: 6-E-l. . . Enjoy our great programs this summer in cool comfort. Our big air-conditioning system will keep this theatre delightfully cool and comfortable even on the hottest days. If you want to enjoy yourself to the , utmost this summer. Get the habit of coming regularly to this cool comfortable clean theatre. We might suggest that you tie your cool message to a campaign of summer show selling in your newspaper, radio and screen advertising for extra hot weather profits. Special trailers would be required to do this, and your copy might read : "Here comes the good old summertime . . and we're ready to welcome those warm, sultry days with some of the finest screen entertainment of the year. "We manufacture our own summer weather for your healthful enjoyment. NOT chilling wintry blasts ! NOT drafty ventilation ! Just the PERFECT kind of comfort you'll find beside a shady rnountain stream. Relax in one of our easy chairs and see the swell shows we are presenting this summer for your greater entertainment. (List some coming attractions.) Save gas, tires and trouble by giving your family a movie vacation at this theatre regularly. Tell your neighbors to come too." (Continued from Page 21) dance, etc." The press book reveals that are national tieup set for Anne Baxter. These should be utilized. If you want to tie up with a local photograph studio — to make a specific number of G. I. Sweethearts photos for mailing overseas — it might be possible to have the photographer set up 'his lights and camera in the theatre lobby a week in advance of opening. Create a studio effect with plenty of posters on the picture and stills. The photographer doubtless will get enough extra orders for prints to make the stunt profitable to him and your local paper might sponsor the stunt by publishing a layout of the pictures taken each day in your lobby. Either this or a G. I. Sweetheart's photo contest in your paper as suggested in the press book will make good publicity copy for an advance build-up. jii