Showmen's Trade Review (Oct-Dec 1944)

12 SHOWMEN'S TRADE REVIEW November 18, 1944 Nyquist Reduces Program And Sets Shooting Record/ Samartano*s Contest Herald It's the day after election as we write these lines. Not only has the political front calmed down and campaign buttons been put away for the 1948 contest, but the weather, just as windy and turbulent as the campaign itself during the last few days, has now become mild and balmy. There are no clouds to obstruct the sun's rays, and there are no clouds of worry and discontent on our mind to obstruct the ray of happiness that must be emanating from our physiognomy. Under such conditions it is a pleasure to record Program Exchange activities, and we shall get to our assignment immediately. A contest herald on "An American Romance" was distributed to Providence and Pawtucket high school students by Joe Samartano, manager of Loew's State Theatre, Providence, R. L "Yes, this is leap year," the copy begins, and then continues : "Win guest tickets to 'An American Romance' ... 25 guest tickets to the best 25 replies received . . . Mail or bring to contest editor, Loew's State." Below this is a cut showing Ann Richards and Brian Donlevy in a romantic pose, and the idea of the contest is for the contestant to write or print in the "balloon" directly behind Miss Richards the leap year proposal she might be making to Donlevy. Samartano doesn't report how many replies he received, but we guess that the majority of them were from girls. With our days of romance in the past, it would be difficult for us to compete in this contest, and besides, we're not sure just how the distaff side would propose ; but just for the fun of it, and while we're warming up to our assignment, we think we shall try our hand at writing a leap year proposal for Ann. Let's see now — maybe she'd propose like this (as Anna to Steve, their character names in the picture) : "If you will be my Steve, to you I'll always cleave ; so wed me this leap year, 'cause '45 is near." There, Steve ought to say "yes" to that. And Joe, you can withhold our prize. That space used on the back of the program for the Midway Theatre, Davison, Mich., to herald coming attractions might well be diverted to the Sixth War Loan drive which will have gotten under way by the time these lines appear in print. Slogans, appeals, news of special activities can advantageously fill the space — at least until the conclusion of the campaign. Gets Used to Limitations Comes a letter from Stanley Nyquist, manager of the Savoy Theatre, Catasauqua, Pa., along with copies of his new reduced-size programs. So long accustomed to the larger size, Stanley was "a bit stymied" for a while trying to prepare the smaller layout, but now he is getting used to the limitations. The move was made, he advises, "in the best interest of the conservation of that critical material, paper." He expresses pleasure, incidentally, at the fine anniversary layout used by Carl Sherred of the Manos Theatre, Ellwood City, Pa., and we are happy to extend his congratulations to Showman Sherred. Stanley brings up a point that has' nothing to do with programs but which may easily concern many of our members. Anyway, it's a good idea to take time out from the business at hand to discuss something else, for it eases our program-crowded mind and refreshes us for resumption of our discussion on these selling accessories. What the Catasauqua theatreman wants Friday & Saturday, NOVEMBER loth & I Irh Besides setting a shooting record, having killed five pheasants out of six attempts, Manager Stanley Nyquist of the Savoy Theatre, Catasauqua, Pa., also gets out an attractive program. Here's the eye-catching cover of an issue recently received from him. to know is this: are there any hunters among his fellow members? If so, can any of them top his shooting record? With deserved pride Stanley reveals that he had shot and killed five pheasants straight, but that "this morning I missed my sixth chance, so my record now stands at five out of six." He likes to live in a rural community because good huntting is close at hand: one of his pheasants was shot and killed in his back yard. How about it, members, or any of you other showmen reading this article? Have you topped that record? Do you, Jim Owen, or you, Tom Edwards, do any hunting down in your neck of the woods? So long as we hear from no one on the matter, Stanley Nyquist will be considered shooting champion of the; Program Exchange. You can count us out of the running, because even though we were born and brought up in a rural Hoosier community, we were never able to develop an interest in shooting game. Our only firearm was a pop-gun we owned as a child. Getting back to programs, we like the new Savoy format, and especially do we like the front cover of one of the issues Stanley enclosed with his letter. But wait a minute — we were still looking at the old style program, discovering the new style only after we had shuffled them about. All right, what we said still goes — that "Gypsy Wildcat" cover must have been effective, principally because of the balance of the elements used, and white space. The smaller format takes nothing away from Stanley's style, although the copy we have is just a sample of what we can surely expect in the future. For reasons already cited, we're reproducing that "Gypsy Wildcat" cover on this page. And so we leave you now until next week. Don't forget to inject that Thanksgiving spirit into your programs. East-West 'Canteen' Premiere December 22 Planned as one of the Yuletide season's most colorful events, world premiere of Warners' 62-star musical special, "Hollywood Canteen," will be held simultaneously in New York and Hollywood on Friday evening, December 22. Three Los Angeles houses — the Hollywood, Downtown and Wiltern — will participate in the coast opening, while the New York premiere is scheduled for the Strand. The East and West day-and-date premiere precedes a series of some 180 other openings beginning December 27th and reaching their peak on New Year's Eve, just one day after the scheduled release date of the film. Full advertising, publicity and exploitation treatment will be accorded the openings. In Hollywood, searchlights, bleachers, personal appearances by many of the stars in the picture, and a coast-to-coast broadcast from the Hollywood Theatre lobby, are planned. Arno Cartoons in 'Family' Campaign Peter Arno has been signed by Sol Lesser to draw -cartoons for the advertising campaign on the United Artists release, "Three Is a Family." Lesser will sign other newspaper and magazine artists for the campaign. 40-City Posting Campaign A special 24-sheet to be posted in 40 cities for a month starting in early December will precede the national magazine advertising campaign on International Pictures' "Belle of the Yukon," which will have its premiere in January. Arranged by Buchanan & Co., the posting campaign is said to be the most extensive on any RKO picture in some years. Merchants, Utilities Aid ^Gaslight^ Sellins "Gaslight" was well publicized for its run at the Indiana Theatre, Bloomington, through cooperation of municipal authorities, the Public , Service Co. and local merchants. The campaign was put across by Arthur Clark, manager, and Norman Linz, MGM exploiteer. Through cooperation of the Mayor 100 22x28 two-color cards were posted on all lamp standards in the downtown district 10 days in advance and during the picture's run. The Public Service gave the theatre its full front window for a scene blowup. "Since the days of 'Gaslight' the Public Service Co. has been serving Bloomington" was carried in an advertisement of the company. Merchants went along with the theatre in cooperative ads, tying in with "Gaslight" days copy. The J. O. Henderson Jewelry and Book Store had a window display of costume jewelry. Smith Electric and Music Shop had a window with a life-sized blow-up of Bergman and Cotten and an old-fashioned two-wheeled bicycle. A window card read : "Records available here for popular songs of the 'Gaslight' period." Theatre credits and playdates were used in both cases. Teaser ads were run five days in advance asking for old-fashioned "Gaslight" appliances for a lobby display. Newspaper readers responded receptively. Those who brought in appliances or items were given passes. A park bench was placed in front of the theatre, with copy on a card reading: "Reserved for those waiting to see 'Gaslight'." Permission was obtained from the city to use street sidewalk stencils on all prominent street corners, j» bus stops and sidewalks around Indiana Uni li versity. The Public Service Co., on all bills sent out at the end of the month, included the words, " 'Gaslight' Indiana Theatre." A card was placed in the lobby 10 days in advance with this copy: "During the engagement of 'Gaslight' no one will be seated during the last 20 minutes of the picture." The two leading hotels had a set of 11x14 colored stills in their lobbies.