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SHOWMEN'S -TRADE REVIEW
October 20, 1945
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THE WHITE HOUSE
I have been told about the plans being projected by the Motion Picture Industry in support of the Treasury's Victory Loan. Knowing and appreciating what the theatres, the exchanges, the studios and Hollywood stars have done throughout the war, I commend you for the enthusiasm with which your entire Industry is tackling this remaining big job.
I.
Industry Geared Up for Top Performance in Victory Loan
National headquarters of the film industry's organization to assist in the Victory Loan campaign of the U. S. Treasury Department this week had reports from all territories to confirm estimates that once again the exhibitors and all branches of the motion picture business would do an all-out job in the final assignment of World War II. Film men are now seasoned veterans with a fund of the "know how" of putting over great campaigns to stimulate bond purchases and indications are that the very best producing stunts of past drives are being relied upon to hang up new records in areas all over the U. S.
Typical of the method being applied for employment of experience to produce for the Victory Loan, is the central stunt around which the western states exhibitors will build their showmanship drives. This plan was set at a meeting in Los Angeles when Area Chairman Charles P. Skouras conferred with representatives of the eleven states in his territory and hit upon the use of the Victory Queen Contest as the fulcrum from which the whole territory would swing the biggest bond campaign in the history of show business. The "Victory Queen" stunt will be patterned after the idea which proved so sensational when used in the Seventh War Loan by State Exhibitor Chairman Tracy Barham of Utah.
Other territories are already organized or
have concrete plans for immediate application of a vigorous Victory Loan performance. Meetings held in Atlanta, St. Louis, Buffalo, Pittsburgh, San Francisco, Denver, Milwaukee, Boston, Charlotte, Portland, New York, Albany — in practically every exchange city during the past two weeks have put the industry's campaign machinery on the alert for a hangup job commencing with the opening of the Victory Loan on October 29th.
Produce 21 Films for Loan Drives
The production of a two-reel featurette and three trailers for the forthcoming Victory Loan will round out a notable record of cooperation with the Treasury Department on the part of the Hollywood division of the War Activities Committee. In a report sent recently to Chairman John Cromwell by Tom W. Baily, division coordinator, it was revealed that the studios have produced a total of eighteen trailers and three two-reel films in the past two years.
The featurettes made to date include "Road to Victory," a Warner Bros, production ; "All-Star Bond Rally," made by 20th Cen(Continued on Page 17)