Showmen's Trade Review (Oct-Dec 1944)

26 SHOWMEN'STRADEREVIEW November 11, To Retain the Same Format Or to Change It Frequently Proves Controversial Issue As we introduce this department this week, we forget the weather momentarily when we realize that by the time these words appear in print the election will be over. Of course, the results may not yet be fully known because of the soldier vote ; but there is probably a pretty good indication of whether we continue across the stream with the same horse or change to another. Since politics are anathema to us, we shall not indulge in any political speculation here; we simply hope you exercised your franchise to vote and that the results pleased you. Regardless of the outcome as far as our own beliefs are concerned, we shall view the matter philosophically : all the dire and sinister prophecies expressed by one candidate if his opponent is elected are forgotten after the campaign is over, and things go right on. And we too shall go right on — from here into the business at hand. Where's That Melvan Report? We had hoped that when we sat down to prepare this edition of the Program Exchange we would have a report from the Melvan Theatre, Los Angeles, whose fine program. La Nopalera, we discussed and reproduced on this page a couple of weeks ago (STR, Oct. 21, p. 18). Up to this moment, however, no report Jias been forthcoming, so the matter will have to be postponed. There's a chance that it may yet come before we reach our tag line, but that chance seems a little long at the moment. Thomas Di Lorenzo, manager of the New Paltz Theatre, New Paltz, N. Y., got the election campaign angle in his program by using the appeal, "Vote the Straight Entertainment Ticket," in the front-page advertisement for "Janie." And that wasn't all, we find, as we further investigate the program. Across the top of the inside spread was "Vote 'Yes' (check box) — These Are Good Shows For All." How easy to vote "yes" with such attractions as "Greenwich Village" and "Casanova Brown" on the schedule. Exception Rather Than Rule No matter how busy he may be with other activities, Jim Owen always makes sure that we get a copy of his monthly calendar. If his column ever appears again, it will be the exception rather than the rule. We always marvel at the fact that no matter what he is announcing, Jim always does it in that informal way, just as if he called up each patron and talked to him. Take this change-of-startingtime announcement, for example : "Well, it's getting dark a lot earlier now and we think it is time to change our starting time. The doors will open as they do now at seven o'clock, but the first show will start at 7:15 p.m. and the second show will start at 9:15 p.m. There will be two shows each night, and the regular Sunday matinee. If this starting time doesn't suit, tell me." And you can bet your boots Jim means what he says, for the desires of his patrons are uppermost in his mind. If they don't like that starting time, then it'll be changed. In another announcement of the return showing of "Snow White and the Seven Dwarfs" he tells Branson teachers that if any of them "would like to have a special afternoon show for your children, we would be glad to arrange it." The citizens of Branson probably feel that the Owen Theatre is theirs, with Jim as the man designated to operate it for them. They feel that way because the management is influential enough to make them feel that way. The same situation might well hold true in your own community. Don't make your patrons feel you're doing them a favor; rather, give them the impression that you're their servant striving to provide them with the best in entertainment. If newspaper space is restricted, or if your town has no paper, then a program would be the logical medium with which to convey this impression. In a note accompanying programs forwarded to this department, Pat Neels of Rugof¥ & Becker's Granada Theatre, Brooklyn, poses a problem. After admitting that he seldom includes a note because he has nothing to say ("I might comment on the weather, but you take care of that in your column"), Neels states his case : Seemed to Look Alike "The other day I had a discussion with another showman of longer experience than mine, and he commented on the fact that all my programs seemed to look alike. He claims this makes it difficult to distinguish one copy from another. People wouldn't know whether they had a new copy or an old one. I contended, however, that a program should have a certain style or format so that people would get to know it and be able to recognize the program at a single glance as that belonging to the Granada — just because of style. Whereas you may make minor changes in format, the program as a whole should not be altered, unless there is a change of policy or management or the like. What do you think?" Well now, that is a problem. And while we're no authority on the matter or have no intention of settling it here, we'd still like to give some reasons for supporting Neels in his argument. Companies spend thousands of dollars and take years to build up a certain trademark or slogan, so that mere sight of the trademark or audible mention of the slogan will bring that company N CALLING ALL GHOSTS! If You're Going to Haunt a House, DONT DO IT IN A DIRTY SHEET!!! Have Your Sheets Laundered at READING LAUNDRIES (Phone 7474) A ltd See "CANTERVILLE GHOST" With MARGARET O'BRIEN CHARLES LAUQHTON ROBERT YOUNQ — AT — LOEWS (STARTS TODAY) to mind. These same companies select a particular style of ad layout and constantly adhere to it. There must be a reason. Now let's take this "look alike" angle. On several occasions we've seen persons pick up a copy of the New York Times, begin reading the front page, then suddenly discover it was not the current issue but one of a few days back. But the fact they recognized the Times at a glance by its distinguished, conservative format is more important than merely picking up the wrong copy. It was the Times — not another paper. For years the Radio City Music Hall has used its own individual ad layout. In its current ads, the same border is always used; only the enclosed copy is changed whenever the program changes. One may not be able to tell until he reads the copy whether it's a new or old Music Hall ad, but at least it's the Music Hall — and that's the idea : to immediately recognize that theatre's announcement. In the case of the Granada, its format distinguishes its program from that of other theatres in the same neighborhood. When one is deciding which theatre to attend, it saves much time to be able to pick out the Granada house organ from among the others. What Neels wishes to do, and we think he's right, is to impress upon the public's mind the Granada as an institution — the place to go when they seek entertainment and relaxation. Each attraction's playdate is clearly indicated, so one's perplexity as to whether he holds a new or old copy is indeed shortlived. More than that, we've found, after looking over copies week after week, that despite its permanent format, the attraction layouts do vary in style and content. Conclusioii : Neels is right, in our opinion. But since there are always two sides to every problem, we'd like to hear from any readers who have an opinion on the subject. Tell us what you think. As for ourselves, we think it's time to halt now. See you next week. Soldier Contest on 'Hargrove' Shatters Box-Office Records Loit Theatre, Lafayette, La. found itself the center of attraction during its "See Here, Private Hargrove" date due to major league promotion hurling by Manager Harold Turner. Under the impetus of Turner's Sunday pitch, (a contest to select Lafayette's most popular soldier) a new attendance record at the Loit was also established. The description of campaign fast balls used by Turner follows: Contest was set up in conjunction with the J. P. Penney Stores who furnished windows for the display of soldiers pictures. Heralds, distributed throughout the area, and newspaper advertising, were used to acquaint the public with contest rules.. Ballots were passed out at both the theatre and J. C. Penney store. An advance lobby board was made up and carried for 10 days prior to opening. A special front, consisting of a cut-out of a six sheet and cartoons by the theatre artist, were created. Two novelty hand-outs, one, a sticker pasted to a page from the Pocket Book Edition, the other, a small coin envelope containing a small nail with the words "A soldier's coathanger" printed on the front along with copy on the film were distributed. Contest was plugged over radio station KBOL for 10 days, and three daily spot announcements were made seven days in advance of opening. Additional window space in a ladies ready-to-wear, jewelry, drug store and photo shop, were garnered, showing boys peeling spuds behind the glass. A natural laundry tieup is exemplified in this cooperative ad promoted by Manager Larry Levy of Loew's Colonial Theatre in Reading, Pa., in connection with the showing of MGM's "Canterville Ghost." Ad ran off the amusement page in both newspapers. Comments and Endorsements Arranged with the cooperation of the local newspaper, a screening of "The White CliiTs of Dover" was held for Rotary, Kiwanis, city officials and civic leaders in Cherokee, la., by Dick Philber of the Arrow Theatre, and jack Connor, MGM exploiteer. Comments and endorsements were used in a large advance ad.