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■\ r ' By WILLIAM ORNSTEIN
Movies ^ ,
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Theatres of War
Lana Turner's latest, and other Hollywood delights and documents, take the long way home — via Timbuctoo — thanks to the industry's good business policy.
IF you were in business, how would you like to reduce the price of your commodity for 3 years — so that men in the service would benefit to the tune of $50,000,000? This is a staggering figure. Yet the movie industry collectively ran their business this way for the 36 months following Pearl Harbor. At movie houses all over the country, more than 150,000,' 000 men and women in uniform, drew tickets cut two-thirds to fifty per cent of the regular tariff.
These monumental figures still do not include the 14-cent admission which has prevailed at the approximate 900 Army Camps Vv'here there are from one to six movie theatres. In all cases, the Army theatre gets priority over civilian-operated movies and all of the important pictures are shown at the Army-operated theatres thirty or more days in advance of first-run downtown theatres.
Because of the large number of trainees in Army Camps, films are usually shown two and three days in an effort to accommodate one and all in uniform. Wives and sweethearts of service men and women living on the grounds or in the vicinity
are asked not to attend the Camp shows, because cut-rate admission is designed strictly for those in service.
By an arrangement between the Red Cross and War Activities Committee of the Motion Picture Industry all hospitals housing wounded soldiers are given pictures hot from the studios without charge. This not only applies to hospitals in this country but in all foreign theaters of war.
Another service unusually popular with families of men and women in the Armed Forces is to furnish clips of their beloved and friends who appear in newsreels. Requests have been made time and again to managers of local theatres for such clips. The motion picture companies have given carte blanche to managers to provide them where requests are made. Some theatre managers go even further. They make enlargements of the clips at their own expense cind send them to the families interested. The idea has proved itself a tremendous goodwill builder.
There have been several instances where the industry, in a desire to hasten delivery of prints to Army Camps here and abroad, have shipped films