Showmen's Trade Review (Jan-Mar 1947)

SHOWMEN'S TRADE REVIEW, February I, 1947 39 the SHOW BUILDER A Monthly Feature Dealing with the Booking and Exploiting of Short Subjects Shorts Shopping High Standard of Quality Maintained by Sportlights; Pedestrian Subject Is Urged For a series that has been going since silent days (and that's quite a long time ago), the Grantland Rice Sportlights have maintained a high standard of quality. Such a standard might be expected in a comedy or dramatic series, but to achieve it in subjects dealing with the world of sports, much less to maintain it year after year, is something in which Producer Jack Eaton can take great pride. One does not have to be a sportsman to enjoy these one-reelers; as a matter of fact, they appear to have more audience appeal than many subjects designed especially for all types of moviegoers. While we have not been fortunate to see every release in the series, the few we do see each year never fail to hold the interest of ourselves and those around us. The subjects are excellently photographed, and they are wisely edited so that there is n^rer a dull moment. Furthermore, an addea advantage is the narration of Ted Husing, who has become an integral part of every reel. A Sportlight without Husing would be like a fish without water. We hope that this series — now in its 27th year with Eaton as producer — continues for many, many more years, and we feel that a majority of moviegoers feel the same way about it. * * * A recent March of Time release, "Nobody's Children," which has to do with the problems of adoption agencies and services, received high praise from Sanford Bates, Commissioner of the Department of Institutions and Agencies for the State of New Jersey. In a letter to the producers, Mr. Bates wrote: "We believe that this film should receive wide attention, and that it will assist our struggle for better adoption practices as no amount of agency publicity could ever accomplish. It is a splendid thing when such an organization as the March of Time undertakes to interpret social welfare programs, and you have our sincere thanks." * * * In the New York Times Sunday magazine section (issue of January 25) there appeared an amusing and enlightening article on the problem of pedestrian traffic control by Meyer Berger. Thus far, to our knowledge, the screen's contribution to the safety campaign has been directed principally to motorists. In this article, it would seem, is an excellent basis for a subject dealing with the manner in which many pedestrians take (Continued on Page 40) May Promotes P. A Cleverly Ballyhoos It must be nice to be an exhibitor in Miami, Fla. Take Ed May, for instance, who manages Wometco's Rosetta Theatre. Now Ed was playing a 20th-Fox short, "Diving Dandies," featuring Pete Desjardins, former Olympic champion. And where do you think Pete was? You're right, he was near the water — and don't forget, Florida is almost entirely surrounded by it. Now an enterprising showman like Ed May couldn't let such a fine opportunity for extra revenue pass. So, in his own persuasive way, he got Pete to appear on the Rosetta stage for one evening in connection with the. short. And that wasn't all. Seems there are other prominent sports figures who also like the Florida beaches, such as Jerry Kerschner, present world's long distance swimming champion, and the Fairbrother Sisters, diving beauties. So May also persuaded them to appear with Desjardins on the same bill. Gets Newspaper Publicity For his promotional efforts, May got quite a bit of newspaper publicity, and he advertised the personal appearances via the dailies, lobby displays, stage announcements, etc. The campaign report fails to state whether or not the champions demonstrated their prowess — the Rosetta stage probably is not equipped for that. Nevertheless, they were there in person and on the screen — and the box-office benefited. See what we mean when we say it must be nice to be a Miami exhibitor? Enlarges Photo of Kiddies But wait — that's not all. Alay lets no grass grow under his feet when it comes to promoting the Cartoon Circus performances for kids on Saturday forenoons. He enlarges a photograph of a long line of young children parading to the theatre to attend one of the cartoon shows and places it in the lobby and in front of the theatre in advance as well in many window and counter displays in stores. Because the enlargement shows actual crowds of kids arriving at the theatre, it never fails to get the attention of children and adults alike. May also has prepared a special 40 x 60 card Staub' s 16th Year Ralph Staub last month began his 16th consecutive year at Columbia as producer-director with a record of 620 shorts to his credit. Three times nominated for Academy Awards, at least two-third of his films, Staub estimates, have been effective goodwill builders for Hollywood and its personalities. The others have dealt with subjects outside the motion picture industry. . of Olympic Stars, Cartoon Circus showing a youngster exclaiming "Gee; am I lucky I got my tickets in advance," for advance display in the lobby and in front of the theatre. A special' herald, of which he distributes 2,000 at schools in the theatre area, carries names of the cartoon characters who will be seen on the screen. The reading matter is flanked by pictures of such cartoon favorites as Donald Duck, Popeye, Pluto and Mickey Mouse. Advertises Cartoon Characters Pictorial section of May's newspaper advertising also shows the cartoon characters carrying a banner lettered : "Cartoon Circus, 15 cartoons in each two-hour fun show." Special trailer announcing the event is screened for two weeks in advance, and May also makes announcements from the stage. For this cartoon show activity, of course, it makes no difference where your theatre is located, so long as you demonstrate the May type of showmanship. Complete 'Hot Rods' Short On 'Hopped-up' Motor Cars "Hot Rods," the first factual film about "hopped-up" cars and the youths who race them, has been completed by Ruth and Julian Myers in Hollywood. A two-reeler, the short was photographed by Al Bettcher and Cal Holman, who filmed the Japanese war trials for the Army last year. Using Bell & Howell Eyemo 35-mm. portable cameras, the lensmen and producers worked at El Mirage Dry Lakes, Cal., 40 miles from Palmdale. Complete cooperation was extended by the Southern California Timing Association, an association of 30 amateur clubs interested in organized speed racing. Bettcher and Holman were permitted, for the first time, to shoot spectacular 130 m.p.h. "run through" shots. Producers Myers have not revealed distribution plans as yet, but this week will finish complete editing of the subject. Warner Short Set for 'Kind to Animals' Week "A Boy and His Dog," a Warner Bros, tworeel short subject produced by Gordon Hollingshead and directed by LeRoy Prinz, has been selected by the American Humane Association as the official film to be used by the organization in this year's "Be Kind to Animals Week" campaign to be conducted in April. The short is based on the O. Henry Memorial Award prize short story, "The Trial in Tom Belcher's Store," by Samuel A. Derrieux. Cast is headlined by Harry Davenport, Billy Sheffield and the dog Fleeta.