Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, December 3, 1949 11 inancing PR P rogram In Washington early this month the next sessions of the industry's Public Relations group will swing into action to carry out the mandate of the Chicago meetings which ratified the program. It has long been a problem as to how the PR program would be financed if it were to be successful. In this connection we offer to the Washington meeting the following: Each theatre to contribute a sum equal to one per cent of its film costs with the distributors contributing a like amount. Part of the basic program should be a localized radio and newspaper campaign specifically designed to attract patronage to the picture theatres. This would mean that such a program would not only be national, but local as well, since it would reach into every section of the country through the two mediums generally accepted as most practical to achieve such an objective. In connection with this type of activity it is pertinent to quote the following from a New York newspaper: "Deposits in savings banks have increased 94 per cent during the eight years in which the savings banks of New York State have cooperated in an advertising and promotional campaign. ..." The financing plan we offer for the consideration of the delegates is one that was arrived at only after careful study of the problems involved. It is our contention that this method would achieve the desired and necessary requirements — which are an equitable arrangement for participation by all branches of the industry without saddling any of them with too heavy a burden in carrying out an adequate Public Relations program. We hope the representatives of the industry will give this suggestion their serious consideration and that they may recognize in it a basis for the solution of a problem which, admittedly, can become very difficult. A Bow to the Prize Baby National Screen's current trade ad carries the following as part of its text: . . . there is a clear track ahead for honest-to-goodness salesmanship and showmanship. . . ." Although we have been shouting the same thing for years, we rather liked the way the Prize Baby phrased it and so we have taken the liberty of quoting. On many occasions, this page has cited examples of outstanding showmanship effort. We have endeavored through the years, to emphasise that there was a generally slowing down of show-selling activity. A lack of originality and agressiveness. Too many theatremen appeared to be laboring under a delusion that the boom days would be back again soon. They seemed to refuse to acknowledge that the "gravy train" (another quote from the NSS ad) — had stopped running in the vast majority of situations around the country. Here we are at the beginning of a new show season and on the credit side of the ledger is the undisputed fact that there is a large volume of good product being delivered. To allow these fine attractions to shift for themselves would be nothing short of criminal and those guilty must, sooner or later, step aside to make room for the kind of showmanship brains that will sell pictures locally to the hilt. And as this page has stated frequently, sell your theatre as well as your attractions. If you are operating a good movie theatre, talk about it in your ads, in your lobby and on your screen. Let them all know that in addition to fine screen fare they are also buying comfort and relaxation through the medium of a good theatre. AAA Showmanship in Advertising Some ten years ago it was our privilege to sponsor and publish Bill Hendricks' "The Encyclopedia Of Exploitation." It is now in its fourth printing and probably the book with the largest circulation in the motion picture industry. There are few theatremen who do not own and treasure their copies. This week, as announced in this issue, we are presenting another book, "Showmanship In Advertising," written by Bill Hendricks and illustrated by Monty Orr. This new volume represents many years of research and study of a highly important subject which, to our knowledge, has not heretofore been adequately covered in any one book. Both Hendricks and Orr are to be congratulated for the very able job they have done. The few advertising executives who were privileged to look it over in manuscript form were loud in their praises. It will take its place alongside the Encyclopedia on the desks and bookshelves of theatremen all over the world. As its publisher we are grateful for the opportunity of introducing it to advertising men and theatremen. —CHICK LEWIS SHOWMEN'S TRADE REVIEW. Title and Trade Mark Registered U. S. Patent Office. Published every Friday by Showmen's Trade Review, Inc.. 1501 Broadway. New York 18, N. Y. Telephone, LOngacre 3-0121. Charles E. 'Chick' Lewis. Editor and Publisher; Tom Kennedy, Executive Editor; Ralph Cokain. Managing Editor; Merlin C. Lewis, Film Advertising Manager; Harold Rendall. Equipment Advertising Manager. West Coast Office, 6777 Hollywood Boulevard, Hollywood 28, (^lifoma; Telephone HOUywood 2055; Ann Lewis, Manager. London Representative, Jock MacGregor, 16 Leinster Mews, London W.2 ; Telephone AMbassador 3601. Member Audit Bureau of Circulation. Address all correspondence to the New York office. Cable address: "Showmen's New York."