Showmen's Trade Review (Jul-Sep 1945)

July 7, 1945 SHOWMEN'S TRADE REVIEW 29 Coluntuono*s Firsts In MOT Campaign Note the number of firsts gathered by alert Manager Lou Coluntuono of Warner Brothers' Stanton Theatre, Philadelphia, for the run of March of Time's "The Returning Veteran," distributed by 20th Century-Fox. 1. Six book store window displays, which included Gimbels, Brentano's-Chestnut St., Brentano's-Walnut St., Baines Book Store, Snellenburg's, and Wanamaker's. (This is the first time that Wanamaker's have tied up with any theatre on a movie.) 2. Seventeen one-sheets posted on government "A" boards in front of public buildings, on City Hall Plaza, on railroad terminals. (This is another first. 3. Seven thousand post cards were sent out to a list of parents of service men, through the cooperation of Travelers Aid Society, Veterans Administration, YMHA, YWHA, YMCA, YWCA, USO, and the Bank for Loans to veterans. 4. Tied in on MOT's national exploitation with Travelers Aid stations and USO lounges, gathering ten displays. These were exhibited in railroad and bus terminals. 5. Special screenings were held for representatives of the press and radio, and also for representatives of various organizations. 6. March of Time was featured more prominently than usual in newspaper advertisements Schools Contacted for Showing Of 'Springfield' in Dallas Public school children of Dallas, Texas, were contacted by Manager Wally Akin in his campaign on the Warner short, "It Happened in Spring." Several teachers and room Mothers brought their classes to see the subject during its showing at the Paramount. At the request of the Girl Reserve Sponsors, a party was held for all the Girl Reserves in town and also the Hi-Y Club of the local high school. Nine sponsors and ISO girls were present to see the program on which "Springfield" was featured, and they stopped after the show to tell Manager Akin what a wonderful short it was. The subject was also sold through extra advertising and benefited from newspaper publicity. {Released Saturday, July 7) MOVIETONE (Vol. 27, No. 88)— President Truman says we must lead the way to peace; New Cabinet members sworn in ; Santa Anita handicap won by favorite; Destruction for Japs from air; Queen Elizabeth arrives packed with war vets. PARAMOUNT (No. 89)— Thumbs Up wins Santa Anita handicap; War planes for sale; Fire razes oil plant; Eleven-ton bomb to blast Jap Islands. RKO PATHE (Vol. 16, No. 91)— Truman takes Charter to Senate ; Four new cabinet members take oath ; The Queen Elizabeth carried 15,000 veterans home; Mop-up of last Japs on Okinawa; B-24 shot down on Caroline Raid. NEWS OF THE DAY (Vol. 16, No. 286)— Last fight on Okinawa ; Truman warns on isolation ; American Liberator knocked down by heavy anti-aircraft; New names and faces in President Truman's cabinet; 14,000 more GIs home; Santa Anita handicap. UNIVERSAL (Vol. 18, No. 412)— Queen Elizabeth home with 15,000 GIs; Okinawa mop-up; Bombs rip Jap outpost; World's largest bomb; New cabinet members sworn in; Santa Anita handicap. (Released Wednesday, July 4) MOVIETONE (Vol. 27, No. 87)— Great conference of United Nations at San Francisco closes in triumph; Special Campaign Helps Sell Dress Parade' in Uniontown The Manos Theatre in Uniontown, Pa., drew added patronage as the result of a special campaign on behalf of "Dress Parade," current "This Is America" release. Through a tieup with Metzler's department store of that city, a S80-line ad was placed in two local newspapers, with copy and art given over entirely to "Dress Parade." The store also devoted three large windows to the film with theatre copy. A large colored ribbon bearing the legend "See Metzler's 'Dress Parade' Now Manos" was worn by all store employes during the run of the picture. Metzler's also mailed cards to 7300 charge accounts calling attention to the RKO Radio release. Same promotion is being carried out in other Manos theatres located in Indiana, Vandergrift and Elkins, Pa. FitzPatrick to Make Subject On Reconstruction of England James A. FitzPatrick has begun production of "Around the World in California," a Technicolor Traveltalk for MGM release. Featured will be various location sites used by film studios to represent foreign lands. Following completion of this subject, FitzPatrick will start "Glimpses of California," presenting scenic highlights of the state. FitzPatrick is scheduled to leave for England this month, where he will photograph that country's reconstruction program for MGM Traveltalk release. Promotes Ad on Fashion Clip By keeping posted on the various subjects of each newsreel issue, enterprising showmen can do a little profitable promotion. For example, noting that a recent issue of Universal News contained a clip on "sleepytime fashions," Bruce Royal of the Majestic Theatre, Abilene, Texas, tied up with a local department store for a cooperative ad. See what we mean? Foy in Columbia Comedy Eddie Foy, Jr., has been working in his first starring two-reel comedy for Columbia, "Dance, Dance, Dance," produced and directed by George White. President Truman visits his home tovra ; General Simpson of the U. S. 9th Army is welcomed home at Fort Worth, Texas (Dallas only). PARAMOUNT (88) — President Truman visits his home in Independence, Missouri; Highlights ffrom the closing speech of President Truman as first step toward lasting peace comes to historic close at San Francisco. RKO PATHE (Vol. 16, No. 90) — Truman speaks to final session of San Francisco Conference; International charter approved; President Truman congratulates 280 delegates and expresses world's hopes for new international organization. NEWS OF THE DAY (Vol. 16, No. 285)— Fifty nations sign charter of new global organization which marked the close of nine-week conference in San Francisco; Homecoming for President Truman; Pacific war spotlight on General MacArthur. UNIVERSAL (Vol. 18, No. 411)— President Truman flies to San Francisco for the last session of United Nations Conference and witnesses the voting as fifty nations sign the Charter; President Truman's home town turns out to roar a welcome to his first visit as Chief Executive; MacArthur visits Philippines. ALL-AMERICAN (Vol. 3, No. 141)— Eisenhovver welcomed in N. Y., Kansas City and Abilene; Negro doctor leader of education in Philadelphia; Columbus, Ohio, woman wins fame as designer ; Memphis Red Sox take clowns in Chicago; Negro GIs of 104th receive medals in Germany. Samartano Plans a Mickey Mouse Party A Mickey Mouse Birthday Party featuring 10 Walt Disney cartoons, released through RKO Radio, has been planned for Saturday morning, July 21, by J. G. Samartano, manager of Loew's State Theatre, Providence, R. I. Samartano is being assisted in his preparations by V. O'Neill, E. Stenzel, M. Ross and A. Mott. A children's review has been promoted from Barlow's Dance Studio, and 3000 comic books, paid for by Arnold Lonsdale's Bakery, will be distributed to every child attending. There will also be a children's song fest as part of the morning's entertainment. For advance ballyhoo, Samartano has placed a 40x60 display in the lobby featuring special birthday cake art and titles of the Mickey Mouse cartoons. Twenty teaser cards have also been suspended from chandelier fixtures and placed in rest rooms. Five thousand heralds with art on birthday and cartoons will be stuffed in bread packages delivered to homes by Lonsdale's Bakery. Under supervision of the office staff, 300 window cards are being prominently displayed in suburban Providence neighborhoods. Street ballyhoo will be provided by an usher dressed in Mickey Mouse costume, who will frequent children's playgrounds. A news agency's trucks will be bannered and a reverse plate underline will be used in ads placed in the Journal, Bulletin and Pawtucket Times. Dallas Drive-In Theatre Finds Patrons Want to See Bugs Bunny Officials of Underwood & Ezell's Drive-In Theatre near Dallas, Texas, are convinced that short subjects have a following, especially if Bugs Bunny is involved. Recently, according to the theatre's Dorothy Mealer, no less than 30 customers stopped at the box-office to find out if it was too late to see Bugs Bunny. If it was, they just didn't want to go in. More than half the business that evening was attributed to the popularity of the famed Warner rabbit. Each car was loaded down with children and adults asking for him. In Harlingen, Manager Tommy Howell, Jr., of the Arcadia observed a mother and her wailing youngster leaving the theatre. Soothed the mother : "Come on, son — the 'rabbit' isn't showing today." What an eloquent tribute to Bugs Bunny — the rascal. Short Inspires Front Page One of those rare front-page breaks was obtained recently by Leon Scott at Schine's Margie Grand, Harlan, Ky., for the RKO This Is America short, "Power Unlimited," documentary film on the coal industry. Situated in the coal mining country Scott got the break of a lifetime when a two column story plugging the subject was used by the local paper on the front page. Department Heads in Short Five Warner Bros, studio department heads will be seen in "Hollywood Wonderland," Technicolor two-reeler which Gordon Hollingshead is producing. The quintet includes Perc Westmore, make-up head; Milo Anderson, wardrobe ; Max Parker, art ; Leo Forbstein, music, and LeRoy Prinz, dance director. Dudley to Direct WB Short Carl Dudley, former writer in the Warner Bros, short subject department under Gordon Hollingshead, will :direct a one-reel film titled "All Aboard." . . NEWSREEL SYNOPSES . .