Showmen's Trade Review (Apr-Jun 1945)

May 12, 1945 SHOWMEN'STRADEREVIEW 9 Theatres Take V E Day in Stride; Business Normal 7945 Red Cross Collection Tops 1944 Collections for the Motion Picture Industry 1945 Red Cross War Fund Week will greatly exceed last year's impressive figure, as indicated by a partial report on national collections, it was announced this week by Leon J. Bamberger, campaign director for the drive held March 15 through 21. A total of $5,414,580.06 has already been accounted for as against the final figure of $5,501,450.97 collected in 1944. Final figures have been obtained from only six of the 40 areas covered. These are Albany, with a total of $82,916.43 compared to $67,705.60 in 1944; Chicago, with $347,687.54 against $256,509.01 in 1944; Omaha, with $61,515.72 topping the 1944 figure of $48,106.75, and in Philadelphia the total of $316,058.78 is only slightly less than the 1944 figure of $363,281.37. Puerto Rico reported $9,964.03 and the Virgin Islands $204.09 with no figures available for last year. Des Moines Exception to Rule as Ordinance Closes Houses/ Detroit A 'Boom' Standout Theatre attendance generally throughout the country held to current normal levels Monday and Tuesday as Americans on the home front celebrated news that Germany had surrendered unconditionally. One of the most significant features of results reported by theatres in practically all sections was conclusive evidence that motion picture entertainment is now an established commodity of the normal life of people in this country. This factor was emphasized by leading business men who pointed out that while there was generally restrained observance of Victory in Europe, only a firmly entrenched and widely accepted product or service could maintain its normal balance of trade under such conditions. Film men, proud of the showing made by the industry in serving the people through its theatres on V-E Day, also were elated at this indicator that economic and social changes that may be expected with re-conversion will not have adverse repercussions on the industry. While anticipation of V-E Day had ranged from outright fear of wild rioting and widespread damage to confidence that people generally could be trusted to maintain their orderly habits and therefore no need existed for precautions to protect theatre properties, the suddenness with which the big news broke — prematurely Monday, officially on Tuesday — found theatres which had made special provisions ready but in few, if any cases finding need for other than smart showmanship in spotting in special reels such as were available from various sources. The most striking instances of unpreparedness, due to a generally overlooked ordinance of the City Council, occurred in Des Moines where, marking a last-minute change in plans, all theatres remained closed during the official V-E Day, Tuesday, after originally planning to remain open. The change was made when it was discovered that a V-E Day ordinance adopted last summer by the Des Moines City Council carried a forgotten provision that required closing of the theatres. Des Moines theatres were open Monday and business was reported normal. Outside the city, theatres generally remained open Tuesday. Tri-States Theatre Circuit, operating a large number of houses in the area, reported business as from normal to good on Tuesday. With rainy weather dampening the enthusiasm of Times Square crowds around noon Tuesday, sending thousands scurrying for shelter, theatres along the main stem experienced an upsurge in business that continued through the rest of the day. In most cases, including first and subsequent-run houses, business Monday was about normal, although in some instances the spontaneous celebrations following the news of Germany's surrender contributed to a slight drop in matinee receipts. Monday evening's business was pretty near normal in all cases. Boston — Theatres here were jammed to capacity Monday and again all day and evening Tuesday. On Tuesday morning after President Truman's address on the radio there were a few attempts at a replica of the 1918 Armistice observance but these failed and by noon there was no necessity of special police anywhere. In many of the theatres three minutes of prayer were observed. Outside of St. Paul's Cathedral opposite Boston common more than 10,000 persons gathered in prayer. Theatres returned quickly to complete normal and by evening Tuesday were playing to usual schedules and without outward reference to the day. Chicago — While business was off a little Monday night, theatres reported good business on Tuesday. The brownout was lifted Tuesday night. All film exchanges and theatre offices closed Tuesday. The Bell & Howell, RCA, De Vry Corp., and Holmes Projectors factories carried on as usual and in compliance with President Truman's appeal. Detroit — Business in theatres soared upward of 300 per cent as V-E Day celebrants jammed all downtown and neighborhood houses. Extended lines were formed outside of theatres from the time of opening. There were no special shows scheduled, and no outward manifestations of demonstrations resembling anything like the 1918 Armistice Day. The increased business was contributed chiefly by the bobby-socks brigade and war workers from factories that closed. The downtown Telenews Theatre showing the atrocity films played to capacity business throughout Tuesday with a continuous line of patrons. The brownout was lifted here Tuesday night. Cleveland — Monday night's theatre attendance was normal but hit an all-time high Tuesday with long lines at every downtown house. The closing of stores contributed to the unprecedented theatre attendance but audiences nevertheless were quiet and undemonstrative. Anything resembling the carnival spirit in the light of the half-victory thus far achieved was an absent factor due most likely to the fact that there are some 300,000 war workers here and the need for producing more materiel to effect complete victory is, to them, doctrinaire. Memphis — The end of the war in Europe was taken by and large very calmly here. Theatre managers reported that observance of the victory, both prematurely and after President Truman's radio address, had little effect on attendance. Monday and Tuesday business was normal and the films' drawing power was a matter of entertainment value. The deportment of the crowds showed little aptitude for revelry and the element of roistering on streets was negative, since retail liquor stores were ordered closed. St. Louis — First-run houses in most instances experienced improved business Tuesday compared to a generally quiet Monday. Tuesday's grosses, however, failed to equal an average Sunday attendance. At most neighborhood and suburban theatres there was a marked decline See Film. Form Cho ir Paramount, Bing Crosby, Barry Fitzgerald, Producer Leo McCarey and all who had a part in making "Going My Way" might be glad to know that their picture was instrumental in the formation of a boys' choir at St. John's Church in Omaha. Father Farrell had had difficulty in getting enough boys interested. After "Going My Way" played here, the choir was formed with little trouble. in attendance both Monday and Tuesday nights. In most instances the vast majority of people instead of seeking amusement went to churches which held special Thanksgiving services. Columbus — Theatres here, while set for a V-E Day celebration, found there was little change from any normal weekday except that the lights on the marquees and in darkened lobbies were turned on. Schools and stores were closed which helped raise attendance figures slightly over a normal Tuesday, but war plants and many other businesses remained open. Denver — A slight element of confusion prevailed here with some stores closing on Monday, and others on Tuesday. Nevertheless, theatres failed to increase their business above normal Monday night, and Tuesday's business was up slightly. The edge of public enthusiasm had evidently been taken off by the premature announcement on Monday and the message from President Truman on Tuesday had a sobering effect, for there was practically no evidence of celebration. Cincinnati — Huge crowds in town brought appreciably increased patronage to all theatres Monday and Tuesday. On V-E Day schools closed early and department stores closed all day. Pittsburgh — Following Monday's premature announcement of Germany's surrender, there was some demonstration in the downtown business section ; but when word came that the announcement was not official, the celebrating quieted down and ordinary routine was resumed. Bars in the city and state were closed Tuesday, and some business firms, including film exchanges, closed at noon. Theatres, stores and banks, however, remained open. Milwaukee — The overall V-E Day here offered a marked contrast to 1918's Armistice Day. There were no demonstrations. Most people regarded the day as an occasion for prayer — rather than vocative rejoicing. Theatre attendance increased somewhat Tuesday evening. All schools and some commercial establishments closed Tuesday. Bars, taverns and retail liquor stores were closed all day. War plants continued in operation. On Monday most houses reported average business. The atrocity films showing at some downtown and neighborhood theatres on Tuesday were viewed with silent demeanor. All exchanges closed at 1 p.m. on Tuesday leaving a small crew to operate rush orders. Omaha — Theatres here suffered a slump on Monday, and showed a slight increase in business on Tuesday despite the fact that hundreds of non-war plant workers had a holiday. With grocery, drug, department stores, taverns and restaurants closed, downtown Omaha was practically deserted most of the day. The only celebration was more in the character of an observance as 2500 people crammed the Orpheum for an hour of thanksgiving and prayer planned by a special V-E Day committee. The most exiting element of interest was the turning on of theatre marquee lights. Film men called it {Continued on Page 15)