Showmen's Trade Review (Apr-Jun 1944)

12 SHOWMEN'S TRADE REVIEW Bowling Subject Sold 3 Ways by Boesel Showmanly handling of short subjects is a policy at the Wisconsin Theatre, Milwaukee. Having trained himself to accept each short subject booked in his theatre as a salesmanship challenge, Manager H. G. Boesel turned in a typically successful campaign recently when he played "Ten Pin Aces," the bowling short. Because the short came to his theatre at the height of the bowling season. Manager Boesel decided to give it everything he had by taking advantage of the three mediums: lobby, screen and outside exploitation. For his lobby plug he set up a striking display : a setpiece shaped like a large bowling pm, with brief and punchy copy : "Attention, Bowlers ... a 'strike' in bowling thrills ... see the sensational short subject, 'Ten Pin Aces' . . . championship bowlers . . . trick shots." Because of its unusual shape, the setpiece made an impression on all who passed. On the screen, a trailer sold the championship bowlers and the extraordinary shots pictured in the short. Outside selling did its bit with miniature bowling pins (carrying the same copy as the lobby display) set up in all Milwaukee's bowling alleys. Sixty-Four Shorts Scheduled by Paramount for 1944-45 Season (Continued jroiu Page 70) subject exhibition. Every promise made for this series at the beginning of last year has been not only fulfilled but results have far exceeded all expectations. Beginning with 'Mardi Gras,' these Musicals clicked immediately, and key theatres and circuits from coast to coast booked them in place of the usual second feature. The high standard set by the first subject was maintained in subsequent releases, and the last two — 'Fun Time' and 'Halfway to Heaven'— are even better than the first four, if that is possible. "That this same high average was achieved throughout the entire program of 64 subjects is indicated by the fact that two won Academy Award honors. The Grantland Rice Sportlight, "Amphibious Fig'hters," received an Oscar for the best one-reeler of the year, and George Pal Puppetoons were given a special Academy Award citation." Texas Exhibitors Cash In on Selling of Academy Award Shorts Jack H. Verser, manager of the Rialto Theatre, Harlingen, Texas, featured the Academy Award short subject program in newspaper ads, newspaper art and stories, in the lobby, on the marquee and on the screen. Result : increase in business over the same period in previous weeks. Advertising the same program, Florine Maples, Capitol, Brownsville, promoted a particularly potent newspaper feature story. And at the Vernon, Vernon, Jimmie Allard and Juanita Cotton billed the Academy Award shorts over the feature, which accounted for heavy trafific at the box-office. 'Fala' Contest in Sydney Nearly 1500 Australian boys and girls flooded MGM's Sydney office with letters explaining why they wanted a Scottie pup offered by MGM and an Australian newspaper, the Daily Mirror, in a tieup exploiting "Fala, the President's Dog," a Pete Smith Specialty. Winner was a lad who lost his two Scotties during his evacuation from Shanghai. Newsreel Synopses (Released Wednesday, May 31) MOVIETONE (Vol. 26, No. 77) — Fire and explosion wreck Bombay harbor; Merrill's forces victorious in Burma; Cameramen ready to "cover" second front; $7,000,000 for Red Cross; Wedding styles for women in uniform; Lew Lehr and monkey's niece; U. S. troops display invasion glider tactics. NEWS OF THE DAY (Vol. IS, No. 275)— U. S. troops display invasion glider tactics; Cameramen ready to "cover" second front; Great fire in Bombay port; Husband and wife rivals in race for governor; Moviegoers hailed for Red Cross drive; Canada hits beef quota; Cue magic for service men. PARAMOUNT (No. 78) — Laguna Indians host to Chinese airmen; Your money speeds mercy ship; U. S. troops display invasion glider tactics; Canada hits beef quota ; Great fire in Bombay port. UNIVERSAL (Vol. 17, No. 297)— U. S. troops display invasion glider tactics; Bombay fire; Heroes with the camera; No beefing about beef; Your money speeds mercy ship; American pageant; Telegraph centennial; Yeshiva honors chief justice; Little cut-up. RKO PATHE (Vol. 15, No. 80)— U. S. cameramen ready to "cover" invasion ; Merrill's men drive on Myitkina; Gliders star in mass maneuvers; Movie audiences help Red Cross; Telegraph centennial; 347 dead in Bombay fire. ALL-AMERICAN (Vol. 2, No. 84)— Throngs witness I Am An American Day ceremonies in Chicago; Freedman nurses read^ for services; CIO Red Caps hold convention; Negro girls now Wac nurses; West African editors visit England; 99th Squadron commended for achievements; Butter Beans and Susie give the lowdown on business men. (Note: Because of the Memorial Day holiday, synopses of June 3rd neivsreels ivere not available at press time.) WB Camera Units Film Scenes Of Patriotic Exercises for Short Two camera units in charge of Arnold Albert, assistant to Gordon Hollingshead, supervisor of short subject production at the Warner Bros, studio, were in Chicago recently to photograph the I Am an American Day activities at Soldiers Field for inclusion in the new Warner patriotic short, "I Am an American." A third unit under Crane Wilbur, who is directing the subject, photographed the American Day activities in the Los Angeles Coliseum as additional background material for the picture. Warner star Joan Leslie was the spotlight personality appearing in the Chicago celebration. Theatre Has Biggest Saturday With Bugs Bunny Cartoon Show To build up the juvenile patronage of the Lawn Theatre, Dallas, Cornelius Webb and Gertrude Jackson arranged a special Saturday matinee featuring three Bugs Bunny cartoons. A trailer was screened one week in advance along with a cross-plug at the Melrose, a sister house. Special handbills were distributed at both theatres, the program was prominently billed on the marquee, and additional newspaper advertising space was used. The feature on the program had only a 'fair business" record wherever it had previously played, so when the biggest Saturday at the Lawn since December, 1941, was chalked up, Webb knew there could be only one reason : Bugs Bunny. Boy Scouts Distribute Circulars When the March of Time subject, "PostWar Jobs," played the Loew-Poli Palace, Meriden. Conn., Manager Joseph G. Smartano tied up with the Committee for Economic Development to have 5000 imprinted circulars, prepared by CED, distributed by the Boy Scouts. Jxtne 3, 194^ Reveal Release Dates On Disney Cartoons Release dates for the first four of Walt Di ney's seventh series of short subjects for RK' Radio have been announced by Harry Micha son, short subjects sales manager. Heading tl < group will be two Plutos, "Springtime for Pluti (released June 23) and "First Aiders" (r^ leased July 31). , "The Plastic Inventor," starring Donald Duck is slated for August, while "How to Play Football," starring Goofy, will go out on Septembei 15, being timed to coincide with the opening o: the college football training season. Because of the pressure of production for various Government agencies and the armed forces': only eleven Disney shorts were released iij 1943. Thus far this year seven shorts includeaj in the sixth series have been released, with th^^ final one of the group, Donald Duck's "Commando Duck," coming out June 2. Other subjects in production include "Tigei Trouble," "Dog Watch," "The Clock Watcher.'ii "Donald's Crime," "Donald's OfT Day," "Goofy'^ African Diary," "Canine Casanova," "The Eye^ Have It" and "Duck Pimples." i I Film With Local Negro Scores in Dennison Playing up the fact that a local negro wa;^ featured in MGM's subject, "Shoe Shine Boy,'1 Charlie Snyder of the Rialto Theatre, Dennison, Texas, conducted a successful campaigri through special ads, publicity stories, art anci other selling angles. Snyder ran the short asi part of the regular program at the Rialto, alsc exhibited it at a special midnight show for negroes at the Star and Rio theatres. Wrote Snyder to Besa Short, head of Interstate's short subject department: "Evidence thai; the subject with the local negro was responsible for a part of the outstanding business we die on 'The Fallen Sparrow' was the fact that out biggest 'breaks' came after this subject was over on each show at the Rialto. The boy was well-known and liked by the people here and they were very pleasantly entertained with the subject. . . . The midnight show for colorecj people was tremendous and all due, of course, tc the short subject. We opened both theatres' and filled same." SHORTS SHOPPING (Continued from Page 70) I Journal, Meriden, Conn., contains a story about the family of an army technical cor-i poral who "were thrilled to see him on th^ screen (at the Loew Poli Palace Theatre) in the latest edition of Movietone News." The' scene, according to Manager Joseph G) Samartano, was that in which soldiers were! shown receiving mail. The foregoing incident is probably taking! place frequently these days throughout the coun' try. By extending every courtesy to the rela--, tives and loved ones of the pictured soldiers ' exhibitors are building goodwill for their thea-; tres. And, showmen that they are, they're alsc: taking advantage of the opportunity to promote worthwhile publicity. ' ' Prominents Endorse Film Campaign on "Main Street Today," stagei by Eldon Hughes of the Majestic Theatre Wichita Falls, Texas, employed a special screen ing, after which employment heads, plant executives and other important people affixed thei endorsements to postcards.