Showmen's Trade Review (Jul-Sep 1945)

July 21, 1945 SHOWMEN'S TRADE REVIEW 7 Postscript Last week this page paid high tribute to the success of the Mighty Seventh War Loan and the men who guided it from beginning to end. In early retrospect that tribute wasn't enough. Not enough because the industry campaign's' leader, Sam Pinanski, is deserving of even greater praise. We were privileged to stand by rather closely during the formative stages of the Seventh War Loan preparations and thus were able to observe the great care and clever planning that Sam put into the set-up of the campaign he so cheerfully agreed to pilot despite terrific pressure of personal business affairs. To several others closely allied with the drive we ventured the prediction that from what we had seen, this campaign drive could not fail with a man like Pinanski directing it. Thank you, Sam, for proving that our prediction was so accurate. a great and distinguished man in the person of Sir Alexander Fleming, discoverer of Penicillin. Since the Variety Clubs' membership is for the greater part composed of people in the amusement world, the industry again will be in the international spotlight by reason of the function at which high ranking officials of both our country and Great Britain, high officers of the armed services, cabinet members and members of the United Nations, will all be present to pay honor to this great scientist. Our industry owes much to the Variety Clubs. The magnificent job they have been doing in helping the under-privileged, their war activities and the general good-fellowship they have built up have benefited the industry as a whole. Many a time when the industry was the target for witch-hunters and glorified bluenoses, its important achievements have been reflected through the fine work done by Variety Clubs' tents from coast to coast. P. P. S. Speaking of the success of our industry's contribution to the Seventh War Loan prompts the suggestion that every one of you theatremen "finish the job" you have done so well by coming through with a complete report in order that your national committee can, in turn, make its report to the Treasury. It has been a source of disappointment to past drive chairmen that they have been unable to get these reports so necessary to the make-up of their own final report. Perhaps the enthusiasm of you men and women on the firing line will pep up to the point where you will send in your report to the national headquarters. If you will you'll earn the everlasting gratitude of the whole committee and industry. Still Friendly The Variety Clubs Last fall the limelight, in glowing colors, was focussed on the motion picture industry by reason of the Variety Clubs' Annual Humanitarian Award being bestowed upon Secretary of State Cordell Hull. At a formal banquet in the Mayflower Hotel in the nation's capital, leading lights of the government and our industry sat side by side on the dais during the presentation ceremony. On July 25 th the Variety Clubs will again honor MGM's Bill Rodgers reiterated his company's friendly policy towards exhibitors during the company's recent sales meet in Chicago. The amazing thing about Leo's "friendly" pohcy is not so much the liberality of the policy but the approach and handling of the customers when something has to be straightened out. That old chestnut about half a loaf being better than none at all has often been topped by the friendly company— and in spades. It's not how much they give but the way they give it that wins the applause. That's where several of the other major companies make their mistake. They raise a fuss about adjusting a picture once in a while, stand firm on the theory that "you pay for what you get and if you're stuck, well, that's your hard luck." 'Tain't good and 'tain't smart. It leaves too much of a sour taste in the exhibitor's mouth and does not make for that friendly feeling that makes for harmonious relations thereafter. When the history of smart business administration is written, MGM should garner several long and choice chapters for a masterful handling of the now famous "friendly" policy. It long has been and still is paying off large dividends. —"CHICK" LEWIS