Showmen's Trade Review (Oct-Dec 1944)

Record Details:

Title:
Showmen's Trade Review
Date:
Oct-Dec 1944
Publisher:
[New York, etc.]
Volume:
Showmen's trade review
Leaf #:
000415
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
Collection:
Hollywood Studio System
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Moving Image Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
Established in 1933 by Charles 'Chick' Lewis, who previously edited the 'Manager's Round Table' section in Quigley's MOTION PICTURE HERALD. Lewis originally called his new publication SHOWMEN'S ROUND TABLE, but after a lawsuit from Quigley, he changed the title to SHOWMEN'S TRADE REVIEW (STR). Over the next two decades, STR proved to be a formidable competitor to Quigley's HERALD and steadily grew in circulation. It's easy to see why exhibitors wanted to subscribe. STR's editorial voice, reviews of features and shorts, 'Box Office Slant' tips for how to promote movies, and concise and well organized 'Booking Guides' made it a trustworthy and highly useful magazine for exhibitors. -- Eric Hoyt, 2014
Date Added:
March 16, 2023
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December 2. 104-1 SHOWMEN'S TRADE REVIEW 29 Advertising Campaisns Attuned to Films' Personality Elements THE KADIO e«OUCMI Mf» t6'»OUI! MOMt. -fME SCft£N W!NG5 Htl 10 >OU» KEA8II ttJi, ».«r.' Sitil, thrill J9m atw (♦ ■ iiHH\i eAIN(S, AllCt BIAOV «AV Mlll*Nt> MtKMA MUU • MAN JOMM KtNO Press book for "3 Smart Girls" comprised 4 pages of offset with a series of ads featuring Deanna's radio fame on the Eddie Cantor program. She was frankly a ki<t singer. 'Billing was as a star, but she received only 25 per cent of title's prominence. "100 Men and A Girl," Deanna's second picture, brought forth a 28page, 3-color press book with a large ad supplement! Universal had something and knew it! Build up was careful; Menjou's pfroto was given equal prominence in ads, of which this was typical — Deanna's billing had grown to 50 per cent. 9ssvc ^3 "s^'^SsV^tti mi 4 H» IC I (M. M,, Mc In "Mad About Music," Deanna got full 100 per cent star billing, was beautified in Universal's ad campaign as the adolescent young lady. Her singing continued to be featured, as was reference to her success in the two previous vehicles. A "YOUHC LADY NOW! ,1 lur (itil t™A.' DEANM DURBIN HAK EBET • HELEH P4HR1SH l:| DEANNA'S IN LOVE! W DURBIN FIRST LOVli i «ilin PM11S8 • fUtei Smt Eqanuim-imimtiis ■ HEART TROqBLEi ■Hotwiijiu wirh (wo Billed as an adult for the first time, but still very carefully, Universal's copy now showed Miss Durbin as a romantically inclined young miss. The line "Double Heart Trouble" was used throughout the "It's A Date" campaign. Universal may have had "That Certain Age" especially written to cover the transition stage. In any event Deanna was publicized as "a young lady now!", as shown in this typical ad from the picture. Deanna had won an Academy Award before Universal decided to capitalize on the success of "3 Smart Girls" — thus "3 Smart Girls Grow Up" was bom. The ad campaign was designed to permit elimination of reference to singing. In "First Love," the star — growing in stature as well as in years, was permitted her first screen embrace. No real clinch — just the mildest sort of tremulous kiss. The ads reflected the careful handling of the star in this period.