Showmen's Trade Review (Apr-Jun 1945)

38 SHOWMEN'S TRADE REVIEW May 5, 1945 '\t Happened In Springfield^ Is Launched With Unprecedented Nationwide Promotion Since announcement nearly a month ago of Harry M. Warner's letter to exhibitors urging them to give "It Happened in Springfield," produced by the company he heads, "your best possible playing time" because it "can do much good for civilization," promotional activity on the two-reel subject has increased day-by-day to such an extent that by this time its title has become as well known, both in homes and educational circles, as that of practically any outstanding feature picture. A 20-page brochure compiled by Warner Bros, and now being distributed to leaders in educational, civic and religious fields, as well as to schools, colleges, libraries, exhibitors and others, contains by-line articles written by an imposing array of 11 nationally-known educators, authors, editors and civic leaders headed by John W. Studebaker, U. S. Commissioner of Education. Following an introduction by Harry M. Warner, the booklet contains special features by Willard E. Givens, executive secretary of the National Education Association of the United States, largest professional group in the world; Carl Carmer, noted author; Guy E. Snavely, executive director, Association of American Colleges; Hon. Anna M. Kross, national chairman. Youth Conservation Committee, General Federation of Women's Clubs; John Grandrud, superintendent of schools, Springfield, Mass.; Edward Skillin, Jr., editor, The Commonweal; Clara Savage Littledale, editor. Parent's Magazine; Wilbur F. Murra, editor, The Civic Leader, Civic Educational Service; Esther L. Berg, chairman, Audio-Visual Section, Society for Experimental Study of Education, and Benjamin Fine, education director, the New York Times. Following a screening of "It Happened in Springfield" at the Warner Bros, studio in Burbank for the University of California Los Angeles Religious Conference, members of the group begun contacting religious organizations and clubs on behalf of the subject, which shows the much-discussed Springfield Plan for teaching tolerance and good citizenship in classrooms. A group of Eagle Boy Scouts also attended the screening, and local units of the organization throughout the country likewise are getting behind the film in tieups with exhibitors. Previews of the subject are being held in the Pittsburgh territory; two in Pittsburgh proper, one for the National Conference of Christians and Jews, members of the Intercultural Society, and city and county schools ; the other for 2200 editors of newspapers, foreign language papers, school principals, teachers, superintendents and others. Other situations where showings were scheduled include Erie, Johnstown, Morgantown, Charleston, Sharon, State College and Clarksburg. Last week inaugurated a series of multiple day-and-date showings setting new records for a short subject. National Conference of Christians and Jews, after previewing "Springfield" at the Warner home office, wrote all regional offices to "push it to the limit." In one of the first instances where a major radio network has voluntarily extended its cooperation in publicizing and promoting a motion picture, CBS has joined with Warners and a dozen prominent national organizations, representing more than 30 million people, to arouse nationwide interest in the special short. Groups taking part include YMCA, YWCA, Hi-Y Clubs, Junior American Red Cross, National Federation of Settlements, Jewish Welfare Board, United Christian Youth Movement, Boy Scouts, Girl Scouts, Boys Clubs of America, Camp Fire Girls and 4-H Clubs. During April one of the most important promotional tieups ever made on a short subject involved a four-page miniature replica of Newsiveek, first of its kind to be issued for use in publicizing a motion picture short, put out by the educational bureau of Newsweek in cooperation with the Warner educational bureau. Although Newsweek had distributed a brochure on "Janie" last fall, this was the first instance where the weekly publication reproduced its regular front cover and format on a vestpocket brochure devoted entirely to praise of a short subject. In publishing the brochure, it was said, Nezvsweek was prompted by the urgency of bringing the picture to the attention of the greatest possible number of persons. Several hundred thousand copies of the brochure have been sent by Warners and Newsweek to their respective mailing lists, with coverage including schools, colleges, libraries, educational associations, civic groups, religious organiza(Continucd on Page 39) HEADS UNIVERSAL NEWSREEL. Thomas Mead, who has been appointed editor-in-chief of the Universal Newsreel by N. J. Blumberg, president of Universal. Mead assumes sole direction of the newsreel following the recent death of Joseph O'Brien, with whom he shared the position for the past seven years. SHORTS SHOPPING Warner 'Springfield' Campaign Pattern for Shorts Exploitation; Example of Newsreel Coverage Never in our memory have we seen a campaign of such nationwide scope on a short subject as that now being executed by Warner Bros, on its two-reeler, "It Happened in Springfield," the story of the Springfield (Mass.) Plan for teaching racial tolerance in the classroom. The subject is an entertaining and above all, important one, and the Warners are doing a wise and proper thing by promoting it with all the resources at their command. Scarcely a stone is being left unturned to make everyone throughout the nation aware of the subject. By the time its playdates have been completely fulfilled, there is every likelihood that "It Happened in Springfield," now the most advertised and publicized short, will have become the most widely patronized. There is certainly inspiration in the story of such a selling accomplishment. Not all shorts, it is true, have the values so inherent in "Springfield." Not all shorts are worthy of nationwide promotion. But the majority, far from being mere fillers, do possess entertainment and selling factors that make it worth any smart showman's while to exploit them to the limit in his own community. If the Warners can do it on a national scale, certainly the exhibitor should be able to do it on a citywide basis. Those theatremen experiencing strong box-office success with special cartoon shows for youngsters (to which adults are also flocking) have been convinced of the box-office value of shorts when properly exploited and publicized. It remains only for others to follow suit. As an example of the newsreels' quick and eflScient coverage of the death of President Roosevelt we have before us a report of the activities at Pathe News from the time the first flash came in until the job was completed. Following are excerpts from the report, as published in The Pathe Rooster, house organ for Pathe News. With few variations, it could serve for any of the newsreel companies : "The makeup of the day's newsreel had been better than half finished by the time the news came. All stories were cut. Scripts, sound track and music were in process of preparation. After many recent late nights on major newsreel issues (Manila, Iwo Jima, Okinawa, West Front breakthrough, et al), this looked like an exceptionally early one. "Immediataely, of course, plans changed. A stunned pause that had followed the announcement was abruptly terminated, for the newsreel staff at least, by the knowledge that a huge job loomed ahead, and that it would have to be done fast. With every Pathe employe contributing where and when he could, Editor-in-Chief Walton Ament, with Editor Al Butterfield and Head Cutter Harold Bonafield, plunged into the assignment. .Simultaneously, the various departments of the newsreel clicked off their special jobs. "Under Ament's and Bonafield's direction, {Continued on Page 40)