Showmen's Trade Review (Oct-Dec 1944)

November 4, 1944 SHOWMEN'S TRADE REVIEW 71 ic/ Exploiting SHORTS SHOPPING No Time to Relax Effort in Promotion of Wartime Subjects; Suggested Traveltalk Material That there are still showmen who have not permitted the present trend of the war to interfere with their promotion of War Activities Committee short subjects is exemplified in a report on the exploitation of MGM's "Main Street Today" by Manager Harry Langdon of the State Theatre, Amarillo, Texas, to R. J. O'Donnell, general manager of Interstate Circuit, which operates the house. Pointing out that he consistently screens such short subjects and gives them as much prominent exploitation as conditions permit, Langdon then launches into a description of his "Main Street Today" campaign: "It so happened that with our local war industries in Amarillo there was a tremendous manpower shortage ; so we proceeded to feature 'Main Street Today' on our marquee and had a special screening for members of the War Manpower Commission, Rotary, Kiwanis, Lions, Chamber of Commerce and executives and directors of the war industries involved." Apparently Langdon could have rested on his promotional laurels after that initial outburst, but let the report continue: "We had numerous editorials and newspaper stories, also radio announcements which were donated, urging the populace to make every effort to see this subject. We had displays in our windows and lobby from the Pantex Ordnance Plant, Superior Manufacturing Company, and the Star Machine Works, war industries which produce bombs and submarine parts. We also had a booth in the lobby representing the War Manpower Commission and manned by members of the United States Employment Service who accepted interviews for war positions. We also gave a short talk from the stage immediately following the screening of this subject urging the patrons to make application for a War Activities position. I have been informed by the U. S. Employment Service and the local WMC that the results obtained from this exploitation were far beyond their fondest dreams, and that quite a few hundred people were employed in industry directly from this campaign." Other campaigns on "Main Street Today" closely matched that put on by Langdon, so that by and large this particular short benefited from MGM's well-planned advance promotion. Not all subjects connected with the war effort have been so fortunate, but the exhibitor's obligation at this time, whether or not pre-selling is involved, is to get as large an audience as possible for each showing of \yAC shorts; to himself be so firmly convinced there is still much to be done before final victory that his attitude will bring what might otherwise be an apathetic public to the full realization of its responsibilities on the home front. Such showmen as Langdon and countless others are doing their part. What about you? Having visited one college and been impressed by the beauty of its surroundings, the thought (Continued on Page 73) All-Cartoon Show Draws Capacity Crowds in Situation Held Short on Kiddie Patronase Most showmen are agreed by this time that there's nothing new under the sun. But just as old tunes are being successfully revived, so can once-productive but now discarded selling ideas be again brought into play to attract extra business at the box-office and create that goodwill so important during times when some theatremen are scratching their heads to determine the reason for poor business. One showmen who never permits the poorbusiness grass to grow under his feet is Manager Lionel Keene of the Emory Theatre, Atlanta, Ga. Keene isn't taking credit for inaugurating something new, but he's proud to have taken an old idea from his bag of showmanship tricks and again produce results with it. A few weeks ago, with the cooperation of the Atlanta Better Films Committee and the ParentTeachers Association, Keene inaugurated Saturday morning all-cartoon shows in his newlyacquired theatre. The previous management, he reports, had concluded the neighborhood was short on juvenile patronage and had cut its admission price to the bone to attract what few there were. The first all-cartoon show played to more than the theatre's capacity at an admission nearly three times that previously charged. "And not only were there oodles of children, but very many grown-ups." Keene cites the reason for this : The show attracted parents who ordinarily would not bring their youngsters to programs deemed unsuitable for them. Following the first morning matinee, mothers approached the Emory management, expressed their delight with the program and urged more such entertainments be made available for chil EU n D V ATLANTA'S LEADING SUBURBAN THEATRE I" V I* I OXFORD & DECATUR ROADS OE. S5S6 Large quantities of these heralds have been distributed by Manager Lionel Keene of the Emory Theatre, Atlanta, Ga., to advertise his second monthly All-Cartoon Show. First in the series drew a capacity house of both adults and children, the showman reports. dren not permitted to attend regular performances. Keene plans to make the all-cartoon shows a monthly event "unless their popularity is reduced to disinterest." If and when that happens, the Atlanta showman will revive another idea to keep the box-office bell ringing. WB Shorts Releases Set Through February Warner Bros, short subject release schedule for the next four months, November through February, has been set up by Norman H. Moray, short subject sales manager. In addition to the regular program of Warner cartoons, including "Merrie Melodies" and "Looney Tunes," November releases will be "Harry Owens and His Royal Hawaiians," "Champions of the Future," "I Won't Play," "Outdoor Living" and "Sonny Dunham and His Orchestra." In the December group are "Nautical But Nice," "I Am an American," and "Jammin' the Blues." "Bikes and Skis," "Pledge to Bataan" and "Cuba Calling" are scheduled for January, followed by "Are Animals Actors," "Musical Mexico" and "Water Babies" in February. Other subjects already completed under supervision of Gordon Hollingshead include "Rhythm (Continued on Page 73) Deprived of Missing Cartoons, Houston Youngsters Start Riot Never make promises to children you can't fulfill, warns Manager O. B. Bridges of the Sunset Theatre, Houston, Texas. It seems that Bridges announced a fourway cartoon program, three of which missed out The kids started a screaming session that stopped the show, brought the cops and landed Bridges on the front page of the local newspaper. The poor exhibitor just tried to explain that the shorts were booked and confirmed but didn't arrive — all of which the kids didn't understand. Western Resorts to Be Featured In Series of Screen Snapshots A new series of Columbia screen snapshots to be produced by Ralph Staub will exploit Western vacation resorts, with special emphasis on new attractions being devised for post-war vacationists. Resorts to be filmed include Palm Springs, Las Vegas, Del Monte, Santa Barbara, Coronado, Tia Juana, Rosarita Beach and Lake Arrowhead.