Showmen's Trade Review (Oct-Dec 1944)

SHOWMEN'S TRADE REVIEW December 9, 1944 Value of Bigger Advertising for Better Films Proved by Republic Republic Pictures, the organization which early in its career adopted a policy of aggressive showmanship expressed in terms of liberal advertising budgets and continued to scale them upward to conform to rising studio investments in show values for the pictures, has again zoomed ahead this year in both departments (production and selling), and reaches a climax of high-powered showmanship as 1944 draws to a close. Aside from the precedent-setting buildup given to Roy Rogers, the company's biggest undertaking is now under way for the elaborate and tuneful "Brazil," with an even more pretentious show, and campaign, coming as a quick followup for the launching of "Lake Placid Serenade." Has Lived Up to Promise Year after year, at announcement time for the new season's product, Republic, in common with tradition in this business, has sent forth the word that campaign allotments as well as production budgets would be increased for the pictures scheduled to be made during the forthcoming year. (At the opening of the 1944-45 season the company announced the allotment of $2,700,000 to promotion.) In Republic's case, performance has lived up to promise, and each season has been marked by exceptionally large increases in both the selling and studio expenditures. Advertising men in the industry long since made the observation that "weight for age," as the saying in the prizefig'ht business goes, the Republic company easily rated as one of the most progressive, two-fisted advertisers the business has ever known. These same observers continue to point to tlie progress made by the company as another demonstration of the results that can be obtained by an aggressive and liberal advertising policy teamed up with progressive production and studio enterprise. Source of Topgrode Pictures The fact that Republic is getting into the news about Hollywood on the basis of advance publicity concerning production, as has been and still is the case with the "Earl Carroll Vanities" picture now in work, has not been lost sight of by either advertising or distribution executives in this industry, because this development speaks volumes for the growing importance of Republic's potency .as a source of topgrade picture attractions. The consistent use of "consumer" advertising to pre-sell its pictures, which Republic started (and not on any catchpenny scale either) away back in 1934 or 1935, has been stepped up for "Brazil," will be further extended for "Lake Placid Serenade." Just what that sort of showmanship can mean is pointed up, film advertising men declare, by one of the outstanding facts about. Republic : that the company has built up two western stars, Gene Autry and Roy Rogers, to a pinnacle of popularity unprecedented in the star department wherein the film industry has outstripped all other amusement forms — that department being the he-man, cowboy character. The company is now building up 'Vera Hruba Ralston, signed after her featured appearances with the ice spectacles at the Center Theatre in New York, and who is receiving a big-time starring vehicle in "Lake Placid Serenade." The campaign which Republic has put on in advance for "Brazil" rates with some of the shrewdest showmanship credited to the film impresarios. The picture has several angles of highly exploitable substance. The title as well as the story fits into the Inter-American scheme now so prominently in the news. The music score is the work of Ary Barroso, a composer who registered a solid popular success with his song, Brazil. In the name department of the "Brazil" cast, the company took a singer who had reached wide audiences via radio and offers Tito Guizar as the romantic lead opposite Virginia Bruce. The dance team of Veloz and Yolanda and Edward Everett Horton are other "name" factors. The exploitation for "Brazil" plays heavily upon the Inter-American theme, the new star and the music angles of the picture. The New York opening, one of a selected few pre-release engagements, was heralded by widespread promotion utilizing publicity with a coordinated advertising scheme in which newspaper space, outdoor posting and radio played up the Brazilian atmosphere and the tunes sung by Guizar. Taylor Ties In With Railroads, Drug Stores on 'Rainbow Island' Printed advertising accessories were used by Charles Taylor, managing director of Shea's Buffalo Theatre, to put over Paramount's "Rainbow Island." Tying in with national magazine ads, featuring Dorothy Lamour and Calox toothpowder, Taylor had 14 x 17 cards made for drug store counter and windows displays. Several thousand heralds were given out at railroad stations in surrounding towns, reading : "Travel safe and fast on the New York Central — If you are going to Buffalo, see An Island of Fun on a Sea of Laughs." Imprinted paper napkins and blotters were also distributed. Theatre as Church Winner of Prestige Turning a theatre into a church during nonproductive Sunday morning hours is bringing additional revenue to the Mission Theatre, San Uiego, as well as added prestige and publicity, because of its new community use. Idea was conceived by Dick Smith, Fox West Coast city manager there, who had been looking for new income for the house. Smith adopted as his theatre-church slogan, "Every Sunday Until Victory," which fieadlines news stories, window cards and lobby displays. This ties in well with present war-time activities in San Diego. "While seeking additional means of revenue," said Smith, "we happened upon a local minister who needed a place to conduct church services. We made an arrangement with him whereby the theatre collects a substantial rental for use of the auditorium from 11 to 12 on Sundays. This does not interfere with regular operating hours. The clergyman gets an excellent central location for holding his services. He is very happy with the arrangement. Profitable Non-Operating Hours "Plan is ideal for the theatre in that it turns usual non-operating hours into profitable ones and affords churchgoers a comfortable place for prayer, easily reached under war-time transportation problems." Pastor of the church is the Rev. Dr. Frank Lowe, chief of the San Diego Civilian Defense Corps, who has a large and respected following. He has a Missouri, Harvard and Columbia University background. Ten of San Diego's more prominent civic and business leaders are sponsoring the church on an "until victory" basis, a* which time the congregation probably will erect its own edifice. These men also act as ushers. Sermon highlights stress the need for prayers for those in the armed forces. Thus the services are well attended by those having relatives in uniform. The church is non-sectarian and the public is always welcomed. Here is one of frurteen windows promoted from Hens & Kelly, one of Buffalo's largest department stores, on RKO Radio's "Casanova Brown" when that picture played the 20th Century Theatre. Tieup was based on the new fash'on color, Casanova Brown. Albany Chamber to Host WB Executives Warner Bros, officials in the Albany, territoijy;^ plus a few from the home office, will be guests of honor at a dinner given jointly by the Albany Chamber of Commerce and the Sales E.xecutivcs Club on December 15, on the occasion of the "pro-xy premiere" of "Hollywood Canteen" at the Strand before an audience of local and national notables sitting in for leading film stars. Other guests at the dinner will include John Reed Knig and Fred Cole, emcees of Mutual Network's "Double or Nothing" program, whicii will broadcast the premiere activities from the theatre. Charles A. Smakwitz, assistant zone manager for Warner Theatres, is working with the C. of C. and E.xecutivcs Club on the arrangements. Meanwhile, plans are being completed for the distribution of 1000 poster layouts of Army canteens from Revolutionary War days down to the present, with a scene from "Hollywood Canteen" as the highlight, by the American Red Cross. Pictures used in the layout were assembled bv Warners from old archives.