Showmen's Trade Review (1945)

November 3, 1945 SHOWMEN'S TRADE REVIEW 25 Theatre Experimenting with Programs of Various Sizes / Edwards* Etiquette Rhymes We can remember when, in our childhood days, winter weather began shortly after the beginning of September. Some time during the month the first snow would fall, an occasion that made the front page of the hometown newspaper. By October, winter in all its fury was well underway, and by December it was possible for us to ride the sleigh out to grandmother's house. So deep was the snow in January, so low the temperature that the vapor formed by our exhaling breath as we uttered a shivering "br-r-r" formed that word, as if suspended, in the morning air. But that was years ago. For the past few seasons there has been an almost revolutionary change in the weather. Summer weather still hangs doggedly on in September, with perhaps an occasionally chilly day. Even October has its balmy weather when one is tempted to go forth without topcoat or hat. If it snows in November, it's a miracle. And while some snow may fall in December, the weather man seems to have the unseasonable faculty of ordering rain and slightly humid temperatures for the Christmas season. Not until January does winter weather really begin. This radical change in the seasonal weather formula over the years disturbs us greatly, but there seems to be little we can do about it, so we will launch now into our discussion of programs. Diversity of Programs We've been noticing quite a diversity of programs recently for the Palace Theatre, Greenfield, Tenn. A recent copy was larger than usual, while a copy received just a few days ago was half as big. The offset process (we think) is being used in the printing, since it permits the advertising man to paste on the dummy the specific ad elements he wants to use and also makes it possible for him to letter-in any copy he may desire. In this case, the handlettered copy is usually the playdate, time of shows and the short subjects which are billed as "jr. features." As we have stated in this department many times before, the offset process permits the creation of many unusual effects by giving the ad layout man the opportunity to give vent to whatever ingenuity he may possess. Still another copy of the Palace program devoted its front page to returning veterans. Highlighted by an illustration of man putting out the "welcome" mat, this copy was used : "We take great pleasure in welcoming home the honorably discharged men and women of this community who have served their country. We are happy and proud to have you with us — and sincerely hope that the moments you spend in this theatre will add greatly to the joy of your homecoming. Welcome home." We All Make Mistakes Now people who live in glass houses shouldn't throw stones. And since we're all capable of making mistakes, and since this is especially possible in printing, it behooves us not to criticize the other fellow for typographical errors which can also appear in our work. Nevertheless, at the risk of sticking our neck out and probably finding several errors right in our own back yard, we would admonish those in charge of printing the Palace program to use more care in proof-reading. The word "toward" appears as "toword"; "honorably" appears as "honarably"; "country" appears as "coxntry," and "this" appears as "tsis." If such errors cannot be avoided, then it would be a good idea to make light of them by offering guest tickets to the first certain number of people who notify the theatre of correct number of misspelled words in the current program. Otherwise, proofs should be read carefully before actual printing begins. Quoting some more from his Theatre Book of Etiquette, Tom Edwards uses some space on the back of his latest calendar program to inform patrons of the Ozark Theatre, Eldon, Mo., that "candy and gum are good to eat; please don't leave them on the seat." Some more brief "chapters" : "That's the prettiest hat I've ever seen ; please remove it, lady, it hides the screen." "Of all the kiddies I am proud, but I tear my hair when they cry out loud." Tom also reproduces the emblem of the Honorably Discharged Veteran and then announces a special offer : "I personally feel an unpaid debt to everyone who helped win this war. In fact, I'm so proud that I want to show my appreciation of their heroic service by asking them to be my guests. If you are an Honorably Discharged Veteran of World War II, please show your discharge papers to my cashier or myself and receive an honor pass good for 30 days of free movies. Don't fail to ask for your pass." There's lots of appeal in that scene cut of "Lassie" and her "son" which appears on the cover of the program of the Utopia Theatre to advertise "Son of Lassie." The Utopia programs continue to maintain their attentiongetting qualities. Well, this is as far as we can go this time. But we'll be back again one of these days soon. 'Cornered' Being Backed by Wide Scale Advertising Campaign A wide scale advertising campaign on RKO's "Cornered," latest Dick Powell vehicle for that company, gets underway this month. In addition to leading national and fan publications, a new departure will be the use of full-page ads in a number of popular detective magazines such as Official Detective Stories, True, True Detective, Master Detective, Inside Detective and Front Page Detective. This decision, on the part of S. Barret McCormick, director of advertising and publicity, is to gain masculine interest since the story, by Ben Hecht, Herman Mankiewicz and Cenci Ormonde, is a postwar prophecy of the ulterior ambitions of the defeated Nazis and their collaborators. The entire campaign will reach a circulation in excess of 20 million, making it ofle of the largest budgets recently set by RKO and attesting to that company's confidence in Powell's draw as a straight dramatic actor. 'Saratoga Trunk' Set for Extensive Book Promotion "Saratoga Trunk," which will be world premiered by Warner Bros, in New York nexi month, is being given an extensive national promotion campaign through the issuance of a special edition of the Edna Ferber best-seller by Grosset & Dunlap. A five-color poster, heavily mounted and carrying plugs for the picture, is being distributed to thousands of bookstores for window and counter display. The publishers will augment this with a big advertising campaign. Postcard Program to Patrons Alden Clark of Schine's Bucyrus Theatre, Bucyrus, Ohio, sends a penny postcard program to his rural patrons. MR WE'VE STREAMLINED IT FOR SUPER BOX-OFFICE! The first movie ever made from the most thrilling ardventure book ever written!.. Shipwreck on a tropic isle!. All NEW-Prints, Press Books, Posters HERE'S REAL ADVENTURE! BOOK IT NOW AT THESE ASTOR EXCHANGES with THOMAS MITCHELL • EDNA BEST • FREDDIE BARTHOLOMEW TERRY KILBURN TIM HOLT BABY BOBBY QUILLAN ^>lj!l:llll^»]:lJ[^ll:U€4»l:IJI Atlanta, Astor Boston, Embassy Buffalo, Pam-0 Charlotte. Astor Chicago, Capitol Cincinnati, Popular Cleveland, Imperial Dallas, Astor Denver. Commercial Des Moines, Film Classics Detroit, A l ed Indianapolis, P.R C. Los Angeles, Astor Memphis, Astor-Dallas Milwaukee, Astor Minneapolis, Astor New Haven, Conn. Film New Orleans, Dixie New York, Astor Oklahoma City, Asfor-Dallai Philadelphia, Hollywood Pittsburgh, Crown Portland, Star St. Louis, Astor San Francisco, Astot Washington. Astor