Showmen's Trade Review (Jan-Mar 1947)

SHOWMEN S TRADE REVIEW, January 4. 1947 37 THE SHOW BUILDER 'Traffic7 Shoit Is Shown For High British Officials To launch exhibition in his territory of "Traffic with the Devil," MGM fact film produced with the cooperation of the Associated Press, Sam Eckman Jr., MGM managing director for Britain, and his publicity director, Leslie Williams, held a preview screening which was attended by members of parliament and transport and police officials from all over the British Isles. The dignitaries, headed by G. R. Strauss, Esq., parliamentary secretary of the Ministry of Transport, the Rt. Hon. Lord Brabazon, pioneer British motorist and aviator, and Lt. Col. J. A. A. Pickard, general secretary of the Royal Society for the Prevention of Accidents, praised the picture for its entertaining qualities and as a poignant contribution to road safety. Lord Brabazon called it "an admirable film, entertaining throughout, that should be seen by as many people as possible" and Col. Pickard hailed it as "a judicious mixture of humor and horror with sound common sense for which MGM is to be congratulated." Others who attended the screening were: F. G. Humphrey, Esq., information officer, and H. R. Lintern, highways administration secretary, both of the Ministry of Transport; Sir Alker Tripp, assistant commissioner of the Metropolitan Police; Supt. Britton of the Sussex Police; Maj. Gen. B. K. Young of the Royal Society for the Prevention of Accidents; and Capt. A. W. Phillips, general manager of the Royal Automobile Club. Back in the United States, school principals and teachers in New Haven, Conn., cooperated with Manager Henry Cohan of the Dixwell Theatre by urging their students to see the picture. In nearby Hamden police informed jaywalkers about the picture. Radio breaks were used on WHNC. A State Safety Commission sound truck was also used to plug the picture. And down in Charlotte. N. C, Al Burks, MGM exploiteer, screened the subject for a group of policemen, city councilmen and other civic leeders who were so impressed that a courtroom showing was arranged. Naturally, this encouraged a great deal of newspaper publicity, so that when the film's engagement began at the Imperial, strong advance interest rrad already been created. As a result, the boxoffice benefited considerably. 1 Smith, 2 Nesbitts Completed ot MGM Completed or in the editing stages at MGM are two subjecti in the John Nesbitt Passing Parade series — "Goodbye Miss Murdock" and "Portrait of an Artist." Joe Newman directed. Also completed is a new Pete S lith Specialty, "Pet Peeves," which concerns things people do that make us peevish, or things we do that make other people peevish. Dave O'Brien is featured in the short, and Dave Barclay directed. Set for Musical Parade Isabelita, song and dance star who worked with Olga San Juan at Monte Proser's Copacabana in New York has been signed by Paramount to appear in "Champagne for Two," a two-reel Technicolor Musical Parade. ADVANCE LOBBY PLUG. Few theatres have current short subject lobby displays, to say nothing of those on coming shorts. But in the lobby of the Majestic Theatre, Dallas, Manager Forrest Thompson placed attractive setpieces apprising his patrons of the playdate on MGM's Miniature, "Musical Masterpieces" and RKO Radio's Disney Cartoon, "In Dutch." Previews 'Cop' for City's Policemen Helen Beckerman, alert manager of Century's College Theatre in Brooklyn, capitalizing on the fact that the latest March of Time, "The American Cop," was shot in Brooklyn with Brooklyn cops in the cast, arranged with Fox for a pre-release screening at the College Theatre for all Brooklyn members of New York's Finest. Miss Beckerman, only woman manager in Century's chain was host to several hundred Brooklyn police. Shorts Shopping (Continued from Page 36) ploitation expended on them and thus conclude whether or not the short subject is the most effective medium for the enlightenment of the public. So far, it appears to be, and in an entertaining fashion, too. * * * Regulation of volume control is just as important in the exhibition of a short subject as it is in a feature. Proof of this comes from Dallas, Texas, where the projectionist at the Palace Theatre had the volume so low on a Bugs Bunny cartoon that irate patrons complained about it. Most of the hare's "charm" is in that rascally voice of his, and the patrons couldn't hear it! The projectionist was forthwith put in Interstate Short Subject Department's dog house, where go all those who book shorts on their own, refer to them as "lousy" or "fillers," or otherwise indulge in any activity that might reflect on the good name Interstate has built up for short subjects. Shorts, No 2nd Feature, Seen Gaining Momentum That Paramount's program of presenting short subjects in place of second features is gaining momentum was indicated this week when the company announced, through its Hollywood office, that an increasing number of theatres are booking the shorts for this purpose. Paramount, the announcement said, wound up the year with a larger sales volume of shorts than in several previous years, a total of close to 7,000 contracts being closed up to the end of 1946, several hundred more than in 1945. The shorts programs booked with the feature consist of seven or eight subjects, and are being backed by ads and promotion campaigns usually associated with features. The carefully chosen shorts, making up a balanced and diversified program, are said to be drawing at the boxoffice and giving showmen the opportunity of building business at matinees as well as evening shows. Typical was the shorts combination recently played at the Brooklyn Paramount Theatre with "Two Years Before the Mast." The program included "Double Rhythm," two-reel musical featurette in Technicolor; "Be Kind to Animals," a Speaking of Animals novelty; a Puppetoon, "Shoe Shine Jasper;" "Sudden Fried Chicken," a Noveltoon ; and Little Lulu, Popeye and Superman cartoons. Six of the seven shorts were in color. MGM Announces 16 Cartoons for 1946-47 For the first time in the history of its cartoon studio, Metro-Goldwyn-Mayer is announcing, by title, the complete program comprising 16 subjects, at the beginning of a sales season. Launching the 1946-47 schedule, under the production guidance of Fred Quimby, will be "Henpecked Hoboes," introducing George and Junior, new pen-and-ink stars. Leading the lineup on the slate of the three-time Academy Award winners, Tom and Jerry, is "The Cat Concerto." Others in the T&J group include "Dr. Jekyll and Mr. Mouse," "Cat Fishin'," "Part Time Pal," "The Invisible Mouse," "Salt Water Tabby," and "Kitty Foiled." Additional releases on the lengthy program are "Red Hot Rangers," "Hound Hunters," "Slap Happy Lion," "King Size Canary," "What Price Fleadom," "Little Tinker," "The Bear and the Bean," and "The Bear and the Hare." Fourteen cartoons have been completed and are now at Technicolor for prints. 'Cheer' Added to List Warner Bros, has added "Millions Cheer," a one-reeler to be filmed in Technicolor, to the schedule of Gordon Hollingshead, short subjects producer on the Burbank lot. Subject, to be directed by Lee Anthony, will pay a photographic visit to the major turf clubs in North and South America, with emphasis on their scenic beauty and architectural design.