Showmen's Trade Review (Apr-Jun 1945)

86 SHOWMEN'S TRADE REVIEW June 9, 1945 Vacation At Home Theme Perfect for Movies (Continued from Page 71) partments throughout the country and in its catalogue of available mats there may be found illustrations for nearly every possible advertising angle theatremen may dream up. And by seeing the composing room chiei of the local newspaper who will in most cases be glad to supply information about the display type faces available and also to supply advice as to the best methods of putting copy into the most suitable of these type faces the knottiest problems will have been solved. Writing copy should be simple and to facilitate this there has been appended to this article samples of copy previously used successfully which can be adapted to almost any type of theatre operation or locality. The use of theatre screens, radio, lobby displays, marquee decorations all should be included in the campaign which might also be augmented, if funds are available, by jointly sponsored outdoor billing either by snipes or by paid display space in busy sections and in outlying districts. Sell Idea on Your Screen The trailer concerns ofifer special Summer sales messages. National Screen Service, for example, has available special Movie Vacation trailerettes to tie up with newspaper, lobby, radio and outdoor institutional campaigns which serve also as lead-ofifs for regular trailers on specific coming attractions. 'Copy follows ; MV-l — Spend your VACATION with us! Here, in the comfort of this theatre, you may avail yourself of COOL mountain breezes, restful relaxation and the finest ENTERTAINMENT. For your MOVIE VACATION, we have scheduled an unexcelled array of HIT programs. Just LOOK at what's coming! (Follow with trailerettes.) MV-2 — Your vacation problems are solved I Don't let wartime TRAVEL RESTRICTIONS prevent you from having FUN I Enjoy a MOVIE VACATION in the cool, relaxing atmosphere of this theatre. We've already laid your vacation plans with a succession of OUTSTANDING PROGRAMS . . . guaranteed to make your visit to this ENTERTAINMENT RESORT one that will aSFord you the pleasures of TRAVEL ... the joys of SCENIC BEAUTY . . . the pulse-quickening delight of ROMANCE . . . and the satisfaction of MUSICAL and DRAMATIC Entertainment. Your visit with us will take you through a WONDERLAND of HIT ATTRACTIONS. Here's just a sample of what's in store for you! (Follow with trailerettes.) Here's another one that's not necessarily a Movie Vacation trailer but it suggests a solution to the problems of many harassed mothers who are unable to devote sufficient time to Junior in these days of shopping for the ever elusive steak and such. It's called MS-269 and also is available from National Screen. Copy follows : PARENTS! Are you worried about your children's welfare while you are at work, or on necessary shopping tours? Send them to this theatre . . . where they will be off the streets and in a safe-environment. Our programs are chosen to provide the kind of entertainment you would wish for your child . . . and every attention is given to the children's welfare. Leave them with us and call for them at your leisure. Let them make this theatre their VACATION spot all summer long. Several others have been prepared with excellent showmanship such as : MS-633 — Spend your vacation with us I Enjoy fine entertainment in the relaxing comfort of this Cool the atre. An outstanding selection of Big Vacation Hits have been selected for your pleasure Here's a sample of what you will see: (Follow with trailerettes). MS-634 — Save Gas! Save Tires! Save Headaches! Enjoy a Movie Vacation at this theatre! Comfort and Service are amply provided, along with an outstanding array of Excellent Attractions, embodying every fine feature of Summer Entertainment I Stay at Home! Avoid Wartime Travel! Enjoy an entertaining and economical Vacation in this theatre! MS-635 — VACATION WONDERLAND! When planning your vacation . . . remember . . . this theatre provides the most delightful kind of summer Relaxation. Here, through the magic of the screen, you are whisked away to beautiful foreign lands . . . through rapturous scenes of eye-filling beauty . . . augmented by pulsequickening romantic interludes . . . and Musical and Dramatic moments that will live long in your memory. COOL, restful surroundings will enhance your enjoyment of your MOVIE VACATION. Attend this theatre regularly! MS-636 — ^Let us solve your Vacation Problems! Avoid expensive, crowded summer resorts Enjoy a Movie Vacation, with Hit Entertainment and comfortable surroundings, in this theatre . . . your Movieland Summer Resort. Let US make your plans for the most enjoyable and economical Vacation you've had in years. Here are some of the Hits that will add to your pleasure: (Follow vnth trailerettes). Copy used in the Philadelphia Bulletin newspaper advertising campaigns may be adapted to your own situation or used as is. While the Bulletin did not illustrate the ads, simply setting them in type with bold headlines, the Meyer Both mats can be adapted for illustrations. Copy and art might be changed slightly or added to so that the idea of putting travel and expense money into War Bonds could be boosted for that future trip around the world. Here are some examples of the copy which may be offered to the local newspaper : STOP MIDSUMMER SLUMP WITH MOVIE VACATIONS — Is the same old work, the same old thing every day, getting you down? Is your work bogging down a little? You need a "movie vacation," frequently repeated! Movie vacations are an inexpensive, completely enjoyable way of improving your outlook and your ambition. You simply go to a theatre not far away, pay a cost reckoned in pennies, not dollars, and your favorite stars whisk you away to fascinating scenes, romance and adventure. You come home with a completely changed, "let-me-at-it" point of view. Cool, refreshing movie vacations will help tide you over until your long vacation. Better turn to page .... and pick cut today's movie vacations to help tide you over until your long vacation. "spending your VACATION AT HOME? TAKE FREQUENT MOVIE VACATIONS— If business speed-up is going to keep you at home this summer, get the rest and relaxation you need on short "movie vacations." Frequent, refreshing— and inexpensive— trips to the movies will give you the change of scene, the different point of view which will benefit you in mind as well as in body. Let your favorite stars take you and your family on movie vacations. See new people, hear interesting talk, go to fascinating places, and enjoy delightful laughs this easy way which requires no planning, no "dressing-up." You'll find the most convenient guide to movie vacations in the listing of the attractions of downtown and neighborhood theatres on page • ALL THE KIDS ARE ASKING FOR MOVIE VACATIONS — Schooldays are over and active children want fun and need healthful relaxation. Many wise parents are sending them off on short "movie vacations" that take the tedium out of the longest and hottest days. Not far away, at your nearest theatre, the manager— and the children's favorite stars — are waiting to take them on a pleasant trip to see far places and interesting people, to hear instructive and funny things. And all in a cool, healthful atmosphere Send your Selling Ideas You Can Use With Profit for Theatre Campaigning This Summer SCREEN SHOWMANSHIP: When an outstanding picture is coming how about a special stunt to make trailer impressive? One chap got the desired effect by sitting in the balcony and running a flashlight around the screen during the exhibition of the trailer on a mystery picture. Others are as easy to conceive and execute. WOMEN'S PAGE: There is so much interest in food rationing at present that newspapers should be a pushover for a low-ration-point cooking recipe contest. DANCE PARTY: Focus attention on your next big musical by staging an "after the show" dance in the lobby, with records from the coming production furnishing the music. LAUGH SLEUTHS: Contests offering prizes to patrons who tabulate the greatest number of laughs in a comedy hit always seem to click — provided they're not overdone in any one locality. The prizes can be promoted in return for lobby and stage mention. YOUTH CONTEST: The local dentists should be glad to act as judges at a contest to find the youngster with the best cared-for teeth. Community health officials also will approve. GOLD STAR MOTHERS: You should be able to get a lot of cooperation from the newspaper editor or radio station manager for a theatre party arranged for all Gold Star Mothers in your vicinity.