Variety (Dec 1942)

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Wednesday, December 28, 194H EXPLOITATION IS WPB's 12-FoDit Han to AM in Zbic Conservation on Ads; Cues to Fix Washington, Dec. 22 Motion picture theatrei, which are large users of display advertising, together with other advertisers, can cooperate in the zinc conservation Drogram by following the recom- mendations adopted by the War Pro- auction Board. WPB recommended to copywriters, production men and other.-: in the advertising business a 12-poii)t program which will help conserve much needed zinc for mu- nitions and other essential militery items. Zinc-savinK program stresses common-.'sen.-ic conservation meas- ures. WPB said, such as eliminating designed ail borders and making paper mats from mat services or nc»spapcr.s. Plan, it said, represents consen.'jus of newspaper ad execu- tives, department and specialty store .id man;i".ci s and radio stations. How t* Save Zinc Twelve-point program for con- serving zine engravings is: 1. Border cuts must not be made. Use standard type borders and their combination. Desipn border cuts only when they can be used frequently. 2. Screened type must not be used. Don't use double printing on Ben Day or wash background. 3. aon t prepare hand lotterirg. Use availnblo type. Don's use blown- up type when it is possible to select suitable type faces available in necessary yi^.cs. 4. Do not tie one piece of art onto another in a manner that creates waste area.'!. Don't 'tie in extended type text with illustration, so as to Increase zinc area. 5. Make all cut.', so far as possible, that thoy may be adapted to future use. Usr cuts over again as often as possible. , 6. Don't order the same engraving more than once. Newspapers ex- change cuts. So. when ordering a re- peat ad or layout, utilizing illustra- tions that appeared in a previous ad, please specify where.and when the cuts last appeared so that they can be picked up for re-use. If publish- ers or printers are to .'store your cuts, be sure to indicate the ones which will be used repeatedly so -that they will be saved. 7. Use mats from mat services or newspapers. 8. Newspaper mats will be saved for 60 days, if advertisers indicate that such practice will avoid remak- ing cuts previously used. 9. Standardize size and style of signatures and trademarks for con- tinuous reuse. 10. Develop efTicicnt filing system of often-used cuts: paste pictures of cut on outside of envelope for easy identification. 11. In preparing art work, use standard reductions — 'same size,' third off," 'half off' — to save time and zinc in engraving plant. 12. r.elurn all unusable zinc to your ciifiravor. newspaper or printer. (WPB rules that anyone holding 'ob.solctc plates' after Sept. 30 will not be entitled to new plates diu-ing the calendar quart •.) Ill gencial. con.sidcr every layout from viewpoint of eliminating nil tiiinoccssary use of engravings. Metro's Mat Servic* Filling a newspaper need re- sulting from the wartime short- age of copper and zinc, Metro and Loew's have instituted a new mat service for picture ed- itors throughout the country. Developed by Ernest Emerling of the Loew home office pub- licity department, the service, comprising three, four and flve- column scene and publicity mats, will supplement regular photo mailings. BILL DANZIGER AID TO HORNE AT 20TH In a realignment of the 20th-Fox home ofrice publicity-advertising de- partment, which now operates as three divisions, Hal Horne has ap- pointed Bill Danziger as his assist- ant, effective Jan. 4. At the same time, Mac E. Young- slein, who has been acting in an as- sisting capacity to Horne, mostly on business matters, will be placed in vompl'ete charge of biz administra- tion and budget control of Home's department. The three sub-divisions of the department (advertising, pub- licity and exploitation) will all come under Youngstein's jurisdiction, Rodney Bush was recently placed in charge of exploitation, while Charles Schlaifer will continue to head advertising and Richard Con- don the publicity unit, Danziger will specialize in assist- ing Horne in the creation of cam- paigns for 20th-Fox product. He spent most of the past year in South America where he planned setting up a nim importing st.-vice but did not follow through on the project due to war conditions. Previously, Danziger was for five years with Metro working out campaigns on that company's pictures. He came to Metro from the theatre advertising department of RKO. mVE' GETSTOTSEE' BACKING OF MPPDA F.niphasizinK that the war Is everybody's business and victory eyciyoiic'.s concern, Arthur DeBra.l diieclor of research tor the Motion' picture Producers St Distributors Assn., has sent out one of the strongest endorsements ever given a picture on MPPDA stationery on 'In Which we Serve," United Artists release which opens this week at the Capitol, N.Y. In his note lauding the film, DcBra names it as a 'must see" picture for everyone. Letter will g(i to thousands of church, club women, civic organizations, etc., which the MPPDA contacts, >" Describing the film, DeBra writes: Made by Noel Coward in wartime E'lRland. it breathes the very life and spirit of a gallant people as only a motion picture conceived and produced in the travail of war can do. After sechig It twice, I recom- mend it as a 'must see' picture for everyone.' DeBia also points to a poster which the MPPDA designed, which K've.'i an inkling of contents of *^>'ve. and at the same Ume help- '"fi rationalize the urgency of con- scrviny and salvaging rubber. Propaganda — Continued from page 1 Darlan and the Ru.sso-British gov- ernments at cross purposes over the Yugoslavian situation. Shirer singled out the 'silly' talk over the air a.sking Italians to revolt as an example of aimless propa- ganda. He pointed out that the Italian underground has no leader- ship or plans. He held that continu- ation of the same propaganda line was pointless. ^ Shirer contended that before U.N. |)i'opaganda resources can be cflfec- tively niar.<halled there should be some clarification of the German, and international social and eco- nomic problems. Was it planned to di.iarm or destroy Germany'.' Shirer claimed if would be a -dilTicult task to destroy 60,000,000 Germans though he admitted that the Nazis had done a pretty gjiod job of i^l on other peoples. We Erred From the Start Failure to understand the Nazis and their aims began after Vcrsaillo. at-Cordii.g to Strirci. when Fi-vnch strength was overestimated and Ger- many's underestimated. He charged that the Allies strengthened Ger- many while weakening France, as a result of that faulty diagnosis. Shirer also noted that General LudendorfT's 'Total War,' published in 1923, and another German l>ook titled 'Art of War,' published in 1B28, were tipofTs on Nazi plans for tank and plane warfare which eventually developed. Yet scarcely a score of people outside of Germany ever read or paid any attention to Germany's warlike political and military plans. He also cited instances of Nazi propaganda so efTectively used against the French, and now being tried out on English troops—the 'ype of dirty postcard and radio prop- aganda which suggests that while Englishmen are in the front lines their wives and sweethearts are hav- ing affairs with American soldiers. The same line was u.se'd against the French in relation to the British troops, in France. Shirer stated that the Germans are using as a broad- caster of this type of material 'some- one they claim is the son of the Hon. L. S. Amery, high British ofTiciaL Kosty-Disney Tieup For Good Neighbor Ballyhoo The Andre Kostelanetz show tor Coca-Cola goes to the Coast for a single broadcast Dec. 27 to premiere the music from the new Walt Disney picture, 'Saludos Amigos.' Trip was arranged through the Office of the Coordinator of Inter-American Af- fairs, which is plugging 'Saludos' be- cause of its Latin-American subject- matter. Film was produced by Dis- ney from cartoon and live footage made during his South American trip last year. Besides Kostelanetz, those making the trip will include Yasha Frank, producer; George Zachary, director; 'Ted Cott, m.c: Lou Robbins. arranger; Gilbert Seldes, continuity writer: Bernice Zazonick, of the D'Arcy agency, and Mrs. Zachary. Disney, currently in Mexico City, will go to Hollywood for the broadcast, which will use members of the nim cast and will originate from a sound stage of the Disney studio. In order to make the Coast trip for the Dec. 27 show, Mrs. Zachary (ac- tress Marian Shockley) is being writ, ten out of the 'Ellery Queen' pro- gram, on which she plays the femme lead. It will be the first time she's missed a broadcast in the three years the series has been on the air. M-G BULLISH ON SURVEYS Pix Veering More to Use of Radio Advertising for Exploitation; Dailies, Sensing Ad Loss, Not So Stringent 'Hal's Kitchen' Boys working in the art de- partment at 20th-Fox under Hal Home, over at 10th avenue and S6th street, have devised a name for their quarters. They call it 'Hal's Kitchen.' The Motion Picture Research Bureau, indie survey outfit concen- trating on flbn matters, has been working full time for Metro's adver- tising and publicity department on surveys covering public reaction to sneak previews, advertising cam- paigns and media film titles and trademarks. Headed by Dr. Leo Handel, the M. P. Research Bureau has completed 14 different surveys that have in some instances resulted In revised advertising campaigns, in others been instrumental in retltling films. Hitherto a New York outfit, the Bureau is now operating Jp 25 cities aroimd the country. Data is compiled in each city and then routed to New York, where Dr. Handel does the compilations and analyses. 'Marchinir Thru Berlin' Song Bally for 'Canteen' Extensive exploitation campaign which has been lined up by United Artists for 'Stage Door Canteen,' via song titled 'Marching Thru Ber- lin,' which Ethel Merman will sing in the Sol Les,ser production, in- cludes press, radio and. recordings. Campaign opens Jan. 10 in Amer- ican Weekly with front cover and other space, preceded by teaser ads in the Weekly and 1,500-line copy in all Hearst Sunday papers Jan. 3, with other space following daily. Full page ads go into other than Hearst papers also. Song and picture will be plugged via placards, radio pages listing 'bands, etc. Six Victor bands will spot the number on their radio shows, these be i n g Vaughn Monroe, Sammy Kaye, Tommy Dor.sey, Shep Fields, .Fi-.eddy Martin.. _aaii..,Hil Maclor tyre. NOV. AMUSEMENT TAXES DIPPED TO $11,310,821 Washington, Dec. 22. Federal collections from amuse- ment admission levies took a fiop in November. U. S. Treasury collected only $11,310,821 against a high of $14,694,996 in October. November is the first month in th. past half year period that the admission levy yielded less than a previous month. November collec- tions brought the total admission taxes collected this year so far to $130,439,356. Collections from other entertain- ment taxes were as follows: radio- phonograph, $440,793, up $36,703 from October; ' records, $138,480. down $66,854 from the previous month, musical instruments, $85,464, down $40,402; slot machines, $479,- 437, up $105,262; bowling alleys, $52,- 994, down $31,250. Total entertainment tax take for, November—$12,507,989, down $3,398,- 716 from October. Army's Record S Conttnaed from pace Z 5 $40,000 to $50,000 a week, at $4,40 top, some with $11 premieres. In L. A. Jan. ZS, Then WB Films Philharmonic Auditorium in down- town Los Angeles winds up the 'Army' tour before it goes before the Warner cameras. Soldier show plays the Aud Jan. 26, to an $11 preem for two weeks. Auditorium seats 2,C00. A. L. Berman, the theatrical attor ney and civilian president of This Is the Army, Inc., now recovered from his recent flu, goes to the Coast for the Hollywood engagement next month. Tendency towards more extensive use of radio time for picture ex- ploitation by major companies is providing ' field publicists with a lever to pry open daily newspaper columns for additional space. Exploitation men now point to ex- cellent results achieved through ra- dio in various key openings and argue that the reduction in daily newspaper space for picture material (likely to continue as a result of curtailed newsprint supply) is forc- ing film companies to turn to the air for relief. In several hinterland situations publishers who have cut picture copy to a minimum since the out- break of war are reported reopen- ing columns to the trade in order to circumvent loss of revenue to radio. Publicists complain that, though theatre advertising revenue in sm.all- er cities and towns is tantamount to 4)ayroir money for newspapers in many cases, show business copy has been the first to be axed. N. Y. Presk'Strik«-B«*me4'Air '- Recent newspaper delivery strike in the New York area, when theatre grosses continued booming despite the alxscnce of regular advertising, also provided ammunition for e\- ploitcers despite that the temporary stoppage could not be considered as a barometer of daily advertising values. Though a number of the- atres bought radio time during the strike period (March of Time re-, portcdly spent $5,000 to plug 'We Are the Marines' at the Globe the- atre, N. Y.) normal newspaper ad- vertising budgets for the holiday .season continued. Radio exploitation for pictures is likely to affect national rather than local advertising'budgets due to the uncertainty of release schedules. 'Army' Snarl In L'bl Chicago, Dec. 22. 'This Is the Army' price changes have confused the public and caused no little bitterness among those who sent in checks for the Jan. 4 opening night seats. Main fioor seats were first an- nounced at $4.40, then raised to $11 and finally placed at $22, with boxes scaled at $500 each. Practically all seats are being taken by socialites. 'Jacare' Set in 5 Spots 'Jac.nie. oxploitation-lype of pic- ture shot by Frank Buck in South America, w ith Buck appearing in the film as well as doing the narration, will go into five key spots over the Christmas-New Year's holidays, ac- cording to Jules Levey, who is dis- tributing it through United Artists. In addition to. the Globe, N. Y., opening Saturday (26), 'Jacare' is set for Boston. Detroit, Providence and Los Angeles for the holidays. It has already opened in two Canadian spots, Montreal and Vancouver, Buck will make personal.-; with the picture in some spots, none of which as yet has been decided. ^ May in- clude an appearance during the en- gagement at the Globe. N. Y. PAT DUGGA5 WITH GOLDWYH Pat Duggan (Matson & Duggan literary agency) is now Samuel Goldwyn's new story editor. Duties will Include tho.se of production as- sistant. Duggan follows Collier Young, now a yeoman, into the .story post. He's slated to leave New York for the Coast in January. B'way Backing Continued from pa(e 3 has figured to a large extent. Colum- bia, on the other hand, has gone Into legit to a moderate degree, via 'Life- line' (Gilbert Miller) 'Counterattack' and reportedly has money in 'Dain- a.sk Cheek.' Col is also backing Al Woods' new play. Hollywood producers, meantime, arc concerned about the small num- ber of Broadway legits having oic- ture values this year. The dearth of material is, in .some quarters, ascribed to the lack of opportunities for new writers becau.se of the high cost of legit experiments and large percent- age of casualties. Par dropped plenty with 'Beat the Band' this Sea- ."on. Hollywood has been taking bud- ding geniuses with even an ounce of talent off the Broadway bi-eadlines and shipping them to Hollywood be- cause the odds are too tough in New York. These sources claim that the development of new writers is more important to film production than the c.--tablishment of stock com- panies. It is admitted that the screen rights to click plays are worth the high prices paid but that if more writers are developed, whether for legit or in Hollywood, it would pro- vide greater source material and, at the .same lime, have the effect of shading the top prices currently be- ing asked for legit properties. GREER GARSON TOPS IN METRO'S YEARBOOK Metro has compiled a compart summary of outstanding perform- ances by Metro players, its produc- tions and other'data of the current year, in a booklet entitled, 'Headlines of 1942—A Summary of the Year." The roundup covers marriages, di- vorces, players In the armed forces, suggestions as to best performances, outstanding pictures and selected shorts. Miniature exploitation booklet also lists in bold type the new faces 'you'll see in 1943,' same being a group of Metro newcomers on which the company likely will lean to sup- plant players called to the colors. It is significant that of those named about 80*^ are femmes. Eleven Metro personalities and three directors are listed as being in the armed services. Greer Garson gets the biggest break for outstand- ing performances, lieing listed twice urrdcT ^suB)i.:s-tions for best- perfortm'- ance by an actress,' for her work in 'Mrs. Miniver' and 'Random Harves'..' Margaret O'Brien is nominated as havinc contributed best supporting performance by a child, in 'Journey for Margaret.' More Coward Film Kudos Setting up a periodic 'Service to Freedom' award last week. Freedom House Monday (21) selected Noel Coward as the first recipient of the award for his production of'In Whi':h We Serve' which preems tonight (Wed.) at the Capitol, New York. Lowell Thomas, president of the Overseas Press Club, sponsoring the film preem, accepted the award on behalf of Coward. DAN GOULD HOHOBED Fort Worth, Dec. 22. The Junior Chamber of Commerce of this city has a monthly habit of naming the 'man of the month' and honoring him at a luncheon because of outstanding things he has done. This month the honor went to Dan Gould Jr.. manager of the Bowie theatre for the programs he has been producing for the'chamber.