Showmen's Trade Review (Jan-Mar 1945)

22 SHOWMEN'S TRADE REVIEW January 20, 1945 r A Small Musical Monthly Is An Excellent Pattern for Newsette-Style of Program The weather is so changeable these days — snowy and slushy one day, icy and inclement the next, cold and clear the next — that a person not suffering from a common cold is one to be placed in a show window for the sneezers and snififlers to gaze upon. The virus seems to thrive on sudden changes in the elements, and we find ourselves a potent victim for its enthusiastic attacks. If the weather would just remain cold and clear throughout the winter, our little enemy would retire to his corner; granting, of course, that we follow the laws of good health. Nevertheless, whatever the winter's apparent distress, we still choose the cold months in preference to the hot, humid months of the good old summertime. Spring? Yes, that's a delightful time of the year, if you happen to live where that season is delightful. In our own particular area, a yeararound program of spring weather would make life so much more enjoyable. And now that we have sneezed for the umpteenth time and have discarded a sheet of the Kleenex we find it so difficult to obtain, we shall enter into this week's discussion of programs. Never Misses An Opportunity Looking through some material received recently from Kddie Selette, manager of the Strand Theatre, Pittsburgh, we find a copy of that theatreman's weekly program in addition to samples of a tie-up restaurant menu. Selette's program is printed by a firm in Chicago and is just large enough to fit snugly in a lady's handbag or a man's pocket. The Strand manager never rnisses an opportunity to hold down the cost of his selling accessories, and in the case of the sample sent us, the back page contained an ad sponsored by a neighborhood bowling alley which probably also distributes the program to its patrons. The menu, with its roast beef, boiled beef, roast calf's tongue, swiss steak, meat loaf, fried baby white fish, broiled veal chops, broiled lamb chops, roast chicken, boiled chicken and broiled rib steak, stirs our appetite ; but we are faithful enough to our business-at-hand to ignore the dishes' appeal and concentrate on the fact that diners see the Strand's institutional advertisement daily. Menu tie-up ads may seem rather commonplace, but we feel sure there are more exhibitors who pass up this sort of promotion than take advantage of it. And that is probably to their disadvantage, for Selette and the others who do it certainly would not be bothered if the results were less than satisfactory. Why don't you try it yourself some time? Best of the Lot After holding out during the holiday season, Manager Thomas di Lorenzo of the New Paltz Theatre, New Paltz, N. Y., sends us three programs covering the period. Best of the lot, in our opinion, is that issued during the week of January 7, especially in regard to the center spread which, with its excellent use of white space in relation to the ad elements involved, is a keen eye-opener. A few days ago we picked up a copy of a monthly news magazine published by the makers of Capitol phonograph records. Labeled "The Capitol News From Hollywood," the little 16page affair is a fine pattern for any theatreman seriously considering instituting the tabloid-type of program now or after the war. Color is employed on the front and back pages, an aspect of Casa Manana Back to Big Name Deal Reproduced herewith is a sample page from The Capitol News From Hollywood, monthly musical magazine published by the makers of Capitol Records. No, we're not discussing records, but the format and layout combine to make an excellent pattern for the exhibitrr who contemplates putting out a small newsette-type of program. the magazine that many theatremen might not be able to afford nor printers have the facilities to accomplish ; but aside from this its makeup and format is such that a newsy and attractive program could be based on them. The same style of type would not necessarily have to be used, for there are many other styles which would suit just as well. Nor would the same number of pages necessarily be employed ; as a matter of fact, anywhere from four to eight pages should be adequate for most situations. Aside from its breezy front-page heads and art — and other pages are also "newsy" in content — there are special features. On the second page, for example, is "Dave Dexter's Surface Noise," an interesting chatter column about orchestras and personalities in the musical field. And there is also a letter column under the heading of "Pop-Offs." Another column on the third page headed "Late News Potpourri" devotes brief paragraphs to last-minute happenings. Still another column on page four is headed "Off the Cuff," and contains more-or-less personal items about musical celebrities. Create No End of Interest Reasonable facsimiles of these columns could be employed by the exhibitor in his own program. For example, a letters column should create no end of interest in the program itself and permit the letter-writers themselves to express their opinions on certain pictures" or advance suggestions for the betterment of the theatre's service (if such suggestions should prove necessary). And the "late news potpourri" style of column could embrace items about new pictures being made in Hollywood or something about outstanding attractions booked for future showing. Other columns could contain "personals" about stars and their casting assignments. There is almost no limit to the material that could be incorporated in such columns. There is a limit, however, to the length of this week's discussion, and since we have reached it, our only alternative is to conclude until next time. See you again in a few days. Morale Campaign Is Based on ^Thought' Canada's huge Scarboro war plant, using "The Very Thought of You" as its theme, launched an extensive "Mail for Morale" campaign coincident with the showing of Warners' "Very Thought of You" in the Toronto territory. Plant officials, realizing that letters from home are sometimes as important as ammunition for guns, gave their approval to the campaign, which was organized and carried out by employes under sponsorship of the plant manager, the chairman of the Munition Workers Association, the president of the War Veterans Association and the director of Women Personnel. This was the same group that made an outstanding success of the Victory Loan, Red Cross Drive and other wartime activities. Campaign was directed by a committee of 10 members representing about 150 employe groups, with active representatives in every shop and department and on every shift. Slogans and poster reminders, with text contributed by employes, were spotted around to keep the campaign rolling. In addition, posters were loaned by the Department of National War Services and all were displayed in the cafeteria and shop bulletin boards of the plant, while the official plant publication. The Fusilier, carried news and photos. A platform was erected in the cafeteria, where stamps and letter forms were made available, along with a giant mailbox for despatching of lette rs and a scoreboard showing progress of the campaign. Public address system was utilized for special announcements and the playing of the campaign theme song. The Very 'Thought of You. Local Boy's Acting Role Pivots Stunt in Evaluation Good showmanship has often been designated as the extra sense by which small things are magnified into stellar importance. This was achieved recently by Melvin Gaitskill, manager of the Paris Theatre, Paris, Ky. Recalling that a boy born and bred in Lexington, Ky., had appeared there in the stage production of "Arsenic and Old Lace," Gaitskill contacted the boy's parents who operate a clothing store, and secured the window for a detailed comparison of the local boy's performance in the stage production with the similar role enacted in the film production. This inspired the desired and objective coinment, for it created and brought excellent business to the film production of "Arsenic and Old Lace." Further interest developed from two book displays in the local book stores, and a small standee ensconced in the entrance to the public library caught the attention of every passer-by. Ricksha Used As Street Ballyhoo For 'Dragon Seed' in Topeka A two-seater wagon converted to look like a ricksha, covered with appropriate copy, carrying a girl dressed in Chinese costume and pulled through town by a boy in costume was an effective street ballyhoo for the campaign on "Dragon Seed" put over by C. A. Stewart of Topeka, Kan., assisted by Bernard Evans, MGM exploiteer. The superintendent of schools cooperated in arranging a 50-word essay contest on modern China^ as depicted by Pearl Buck in "Dragon Seed." Winners were awarded books, war stamps and passes. Excellent results were also produced through a telephone teaser stunt. An ad placed in the newspaper announced that persons who answered their telephones on a certain date with "Dragon Seed" instead of the usual "hello" would receive guest tickets.