Showmen's Trade Review (Oct-Dec 1944)

18 SHOWMEN'S TRADE REVIEW November 25, 1944 Samartano Uses Heralds For School ^Salute Nights'/ Veness Returris to the Fold As we write in the present about the future, you'll be reading in the present about the past which we treated as the past, although we were writing about it before it happened. Something like this: it'll be a fine Thanksgiving, wasn't it? Copy deadlines often make necessary the pasttense treatment of forthcoming events that occur between the time the copy is written and the moment you open your magazine to read it. Thus, although Thanksgiving is yet to come, it will have passed when these lines reach you. We hope you took a little time out from your manifold duties around the theatre to have a good old-fashioned Thanksgiving dinner with the family. Perhaps turkey was missing, but fried, roast or baked chicken can also taste pretty good. As for ourselves, we went, not out to old Aunt Mary's, as did James Whitcomb Riley in his celebrated poem, but betook the "little woman" out to old — affectionately old but timelessly young — Aunt Susie's where, amid charming suburban surroundings that breathe a semblance of the rural life we experienced as a child, we partook of Thanksgiving vittles, afterward gathering around the fireplace to hear more of the countless tales of adventure spun by our Uncle Buddy who scarcely has time to puff on his pipe as the words literally crowd each other to tumble forth in suspensefilled profusion. That was our Thanksgiving, reported in advance, with actual happenings subject to change without notice. Slowly thoughts of turkey and cranberry sauce fade away as this department's principal topic — programs — emerge from oblivion into bold relief. Well — maybe not so bold — now that we've gotten a look at our collection (exhibitors are busy with the Sixth War Loan), but still in relief. We are unable to keep up with the 48th Street Theatre here in New York. Just when we think its Swedish film policy has been abandoned for a policy of double-featuring outstanding domestic films of the past, along comes another pro gram wherein the house has reverted to Swedish films. Or perhaps there are two theatres with the same name, though we hardly think so. The program itself also reverts to its original format which we previously described in this department. Joe Samartano of Loew's State, Providence, comes into our programmatic spotlight again with a herald he is distributing at schools in connection with a series of "Salute Nights." We'll let Joe supply the details : "Every week we salute a different high school with a brief program on our stage featuring school songs, cheer leaders from their schools and also talent. We distribute 3000 circulars to the schools plus cards on bulletin boards and window cards around the school area. We use a unique display in our lobby and a line in our ad." Printed on yellow paper, the herald is topped by a sketch of a pennant with the word "Salute Nights." Then this copy follows : "Extra ! Extra ! Every Friday Evening Loew's State Theatre Will Salute and Pay Tribute to a High School in the Greater Providence Area with a Special Program. This Friday We Salute — Central High. If you attend at the above-mentioned school and are talented, please contact Maurice (organist) so that you can be included in this special 'salute' program. Tell your friends — make up a party to attend the show and join the fun !" School Name Interchangeable The name of the scliool is boxed, so that not only will it stand out but also to make it easier to lift out the name of one school and put in the name of another each week without having to disturb the rest of the copy. Samartano's idea would be suitable for any community or neighborhood in which several different schools are located. And special heralds, as well as mention in programs, trailers and newspaper ads, would be some of the showmanly ways of attracting attention. Stanley Nyquist, who set a pheasant-shooting record recently that, so far, has not been topped by any other Program Exchange member, sends us another issue of his new reduced-size programs for the Savoy Theatre, Catasauqua, Pa. He seems to have acquired the knack of handling the new size, for there is nothing to indicate that he might have trouble with the makeup. Absent from the fold for — lo! these many months. Bob Veness of the Mill City Theatre, Mill City, Oregon, returns with a copy of his "hang up" calendar program. He writes "greetings" at the top, and it does our old heart good to find that he hasn't completely forgotten us. In case you've forgotten, his program is printed on cheap card stock, is a little over two newspaper columns in width, and utilizes onecolumn slug mats. With the limited space at his disposal, he manages to include these mats on all his attractions for the month. We'd like for Bob to drop us a line real soon giving us the lowdown on his particular situation : the patronage to which he caters, the means of advertising at his disposal, how his programs are distributed, the public's reaction to them, how the programs are printed, etc. If you're reading this. Bob, how about a few lines for the boys? "November's Shows Are Among the Best of the Year . . . Don't Miss Any of Them!" That's how Thomas Di Lorenzo extols the attractions at the New Paltz Theatre, New Paltz, N. Y., in his program. And he carries the same idea ("New Paltz Theatre's November Shows Are Tops of the Year") to the inside pages. Assuming that the off-set printing process is used, we can see why it is comparatively easy for Di Lorenzo to pick up Hollywood news items from newspapers and magazines, or publicity items from press books, and use them in his program. Although used at present on the back page, the idea might be tried on the cover now and then to give the effect of a miniature newspaper. Before we leave the New Paltz, we want to congratulate Di Lorenzo for his fine special program announcing the one-day showing of "Wilson." The makeup is excellent and effective. We find we must come to a halt — so halt we will. Watch for us in this space again next week. Meanwhile, have you planned the design and makeup of your Christmas season programs? 'Hoagy Carmichael Week' to Be Proclaimed by Indiana Governor Coincident with the premiere of Warners' "To Have and Have Not" at the Circle Theatre, Indianapolis, the Sixth War Loan Committee for Indiana has arranged for Governor Schricker to proclaim the week of December 8 "Hoagy Carmichael Week" as a tribute to native-son and songwriter Hoagy Carmichael who makes his screen debut with Humphrey Bogart in the film. Carmichael is expected to appear in person to accept an award from the Sixth War Loan and Indiana University. In Bloomington, seat of the university, the mayor is issuing a special local proclamation, and various other cities are expected to do likewise. The school's alumni are cooperating with Manager George Pappas of the Circle to give the event publicity. Music Group to Study Score Of New Deanna Durbin Film The In-and-About Music Educators Group of New York will pay tribute to the Jerome Kern-E. Y. Harburg musical score from Universals "Can't Help Singing," starring Deanna Durbin, at the Fall meeting and tea in the Plaza Hotel ballroom, December 2. "The Influence of Alotion Pictures on Music Education," will be the theme of the meeting. The sound track from "Can't Help Singing," will be played for -the 450 members of the group and some 200 metropolitan area high school music teachers who will be in attendance. SHOWMAN SAM SAYS: Just three more lines of the Program Exchange and I wouldn't be here! Smart way to advertise both features as "tops on a double bill is that used by Manager E. R. Brennan of the Bay Theatre, Green Bay, Wis. With the help of an artist, the unique and attention-getting ad heading shown above was used recently to emphasize the entertainment value of two features, Columbia's "Kansas City Kitty" and PRC's "Minstrel Man." Only top of ad is shown here. Between feature cuts: "Well, I'll be — that doggoned ad-setfer put the wrong one on top ... I think."