The Exhibitor (Jun-Oct 1939)

14 Highlights in Selling Features "Union Pacific” Reading, Pennsylvania Members of various railroad men’s groups and of the chapter in Reading of the National Rail¬ way Historical Society were among those who witnessed the showing of "Union Pacific” at the Embassy. Manager Paul E. Glase did a lot of missionary work for the picture by contacting the officials and members of all the railroad, operating and shop unions and brotherhoods in Reading, more than a dozen in number. On a tieup with the Penzoil Company, Glase was furnished 2,000 copies of the Union Pacific engine photograph, a double picture showing an old woodburner locomotive and a modern streamliner. Glase distributed the pictures in the senior and junior high schools. Lobby of the Embassy was converted into a museum for railroad fans. Cne section of the lobby was filled with the Penn/oil railroad display photograph racks, and in the other section, in the lounge, a Reading Company safety division official, John O. Haines’ placed his exhibition of old railway trains, en¬ gines, roundhouses and offices, photographs made over a period of many years. With the photographs were a large number of model engines, train and railroad buildings, made by railroad hobbyists in the big Reading Company shops in Reading, or in the homes of the shop workers. It was the most complete railroad exhibition ever staged in Reading, Rail¬ way Historical Society officials told Glase. Harrisburg, Pennsylvania In addition to taking Harrisburg columnists to Philadelphia to see the train exhibit and inter¬ view the stars, manager Jack O’Rear, Colonial, tied up with Pennzoil for 125 displays in oil stations handling their product. Special ad was used by Pennzoil on day before opening, tying in with the picture. Special display was set up in lobby where 2000 14 by 18 photographs showing modern and first locomotives used by Union Pacific were dis¬ tributed. Photo of manager O’Rear interview¬ ing Glenda Farrell on the train in Philadelphia was reproduced in Harrisburg Telegraph and The Evening News. Pictures also were taken when train passed through city early in morning. Bridgeport, Connecticut Pinchh itter John Hesse, Warner, during a temporary exchange of jobs with Edgar Lynch, who is handling the Roger Sherman, New Haven, did a nice job of campaigning. Star of the buildup was the exact replica of one of the old period trains, which cruised the streets of the city for four days. The old engine and caboose looked like the real thing of the "Union Pacific” era as it dashed about whistle blowing, bell ringing and smoke belching from the old fashioned smokestack. Aided by assistant manager Charles Obert, he placed book marks in the library, posters on the bulletin boards in 50 schools, and gave class material to teachers. As a further educational tie-up, he had a special screening for members of the school board, faculties and newspaper men. Sheets were carried by trucks belonging to the Bridgeport News company. The Pennzoil com¬ pany ran ads on the picture and paper was placed in all factories. Standees were spotted in store windows and menu card tie-ups were made with several restaurants and tea rooms. Richmond, Virginia For the showing at the Colonial, A. Frank O’Brien really put on a campaign. He started the ball rolling with study guides in the schools and plenty of advance stories and p.ctures in the papers. Heralds were circulated. Lipton tea distributors distributed 10,000 booklets and 100 window streamers, also served tea in lobby week in advance and during the showing of picture. Contest on radio and in Times D.s patch con¬ sisted of 1 5 minute broadcast by movie editor. Window display in vacant store window was made up of models of various types of trans¬ portation, old and modern, with display of pictures and art work on the feature. There was a replica of old locomotive in glass case in lobby, co-operative ads in both papers. Captain Jack Loyd, western character, was on streets in costume conducting quiz on western characters and incidents, appearing on broadcast from stage of Park. "Rose of Washington Square” Richmond, Virginia For day and date showing at State, Byrd, David Kamsky had several outstanding tie-ups including Movie Mirror truck banners and dis¬ tribution of heralds by Liberty boys. Rose buds were given to ladies attending first matinee. Orchestrations were played by several local broadcasting bands. House had street ballyhoo-rube comedian withsuit-case copy, which proved very effective. Harrisburg, Pennsylvania Manager Johnny Rogers, State, arranged to set up special 40 by 60 board outside of theatre which featured the song hits of the show. Music covers of the tunes were tacked around the border. Another feature was the distribution of 3 500 heralds in Liberty, which called attention to a special story to appear soon in Movie Mirror. "Dark Victory” Syracuse, New York Manager Harry Unterfort, RKO-SchineKeith’s, dropped 5000 heralds on the campus of Syracuse University from plane at the time of the school elections, tie-ing up "Dark Vic¬ tory.” Three spot announcements were given the picture daily with picture, theatre and playdate credits over WSYR on account of showing "Air¬ waves,” which deals with NBC. Gloversville, New York Frank Boucher, manager, Glove, put over a unique campaign for "Dark Victory.” Taking advantage of the fact that this is the leather glove center of the country, Frank induced the National Association of Leather Glove Manu¬ facturers to get members to submit samples for a "Dark Victory” glove. A pair of the design chosen was to be sent to Miss Davis in Holly¬ wood, and the star, by wire, promised to wear them. As a result more than a score of glove makers vied for the honor. Frank also held a dress designing contest among high school seniors, a prize being awarded for the girl who designed the best "Dark Victory” dress for Miss Davis. A poster contest, special adver¬ tising, a huge banner hung from the side of the Windsor hotel here, and a lobby display of gloves and posters rounded out the campaign. "Flying Irishman” Jamaica, Long Island Taking advantage of the many aviation fields in the community and the unusual interest in flying, manager Dave Whyte, Alden, Jamaica, Long Island, literally made the sky the limit for his advance campaign on Doug Corrigan’s "The Flying Irishman.” Whyte enlisted the services of Marie McMillin, record-holding parachute jumper and Joe Crane, famous expert with the chutes, stationed at Roosevelt Field. They served with Van Ornam, aviation in¬ structor at the local high school, as judges of a "Flying Irishman Model Airplane Contest.” Propellers and aeroplane parts were borrowed from Crane and placed on display in the lobby along with stills of Doug handing over a print to Whyte at Roosevelt Field and thrill shots of Miss McMillin and Crane. Preceding the engagement, the Maritime Bri¬ gade paraded through town to the theatre. "Pygmalion” Jersey City, New Jersey Miss Mary Lu Early, of 709 Willow Avenue, Hoboken, New Jersey, almost swooned when she was informed by representative of Loew’s Jersey City that she had been selected from among hundreds of other applicants for the role of Cinderella for a day or "Peg Maleon.” In celebration of the showing of "Pygmalion” Loew’s Jersey City decided to discover Hudson County’s "Peg Maleon.” Contest went over big and received much space in newspapers. "Lucky Night” Syracuse, New York Manager Frank Murphy, Loew’s State, placed 100 window cards in windows of dealers of Onondaga News Agency in a tie up with the current issue of Red Book, inscription on card was "See Myrna Loy and Robert Taylor in 'Lucky Night’ now at Loew’s and read 'Lucky Night’ in Red Book.” "Some Like It Hot” Syracuse, New York A can of film frozen in a large cake of ice was on exhibition in front of RKO-Schine-Paramount, while two youths with trumpet and trap drums played swing music on truck directly back of the ice cake on the street. Sign on walk carried message "Some Like It Hot,” now at the Paramount. Highlights in Publicity Ideas "Five Came Back” John Farrow has received official notification from Pan-American Airways that he and his wife, Maureen O’Sullivan, have been accepted as passengers on the maiden flight of the giant 74passenger TransAtlantic Clipper inaugurating regular passenger service between New York and Ireland. Farrow, now busy with directorial duties on RKO-Radio’s "Five Came Back,” which coincidentally deals with a transport plane that crashes, is duly elated at his selection, for while the huge plane will carry seventy-four passengers in regular service only about eighteen from the hundreds of applications will be carried on the inaugural flight. THE EXHIBITOR May 24, 19)9