Motion Picture Herald (Nov-Dec 1934)

68 M o wou n C I U R F I I r R A I I) N t) V .) in b or 10, I 7 J 4 Radio Star Sponsors Buildup "Transatlantic" i'hi' radio popiilarilv ol Jack InMiny W'ls an important factor in tlu i-ampaigii on "Transatlantic JMorry-Clo Ivouml" for the date at Loew's State, lioston, \mt over l)y publicity head Joe hi Tesa, aided by Al SeH}i', United Artists expKiiteer of Monroe Greenthal's slalY. Tile sponsors (^1 the l!enny proj;rani, l)ein}; represented in a local ft)od show lieUl at spacious Mechanics I lall, the showmen arranged for a ping on (lie picture in the sponsors' exhibit setting up a large easel with production stills and theatre dates. Announcement cards were placed in all packages of purchases niaiU" at the booth, window streamers ilistributed to grocery stores and tire coxers carried liy the food compan\ trucks. Serialization of picture was carried by one paper and iilentihcation star contest jilaced in anothi-r. The press book milk company tieup was also put on wherein circulars and wintlow strips were used liy local accomits, and among other helpful ideas was the imprinting (>f l)ags of local perlnmc store's chain. Work I'or <i Oh/,i;/i'V Aii;ncl! "Monte Cristo" Street Ballys for Seibel Date slieel liail\, Alaii.i^cr I'.. .Seilicl, Riviera Theatre, raiil, Minn., dressed a man as "Monte I'rislo" w iui dislriiiuted spe cial treasure cand\ in inipvinted li.igs to passersby. Preview was arranged for memlicrs of the Federation of Women's ("iulis, I'arent Teachers Association and oll\crs with special letters going to all school principals stressing educational value. Libraries used displays on bulletin boards and distributed bookmarks. A classified ad contest was run finthree days and cooperative ads were arranged with ilep.-irtment store. Store also used effective window displa\ contrasting co.stume^ of ISIJ and present ilay. Jewelry and lH;ml\ stoves carried scenic still of b'.lissa I. audi and action shots from tlie picture. Fryer and Morris Stage "Widow" Waltz Contest .\ "Merry Widow" waltz contest was put on by llarley h'ryer, manager, and C'laude Morris, exploiteer, at the Fox Theatre, Joplin, Mo., eliiiiiii.itioii contest taking jilace on liotel roof and winning couples competing on stage of l"ox, opening night of picture. Local jeweler donated loving cup and papers and radio station gave tlie contest plenty of pubhcity. .\!1 slieet music houses gave window displays and druggist used window of Max i'^actor cosmetics with MacDonald stills. l\isliioii disiilay was arranged with leading department store and local company bannered liieir trucks with copy. \V'i>)^' I'oi ./ (hiif^li-Y Award] Plugs Music Angles In "She Loves Me Not" William llartnetl, Liiibas.sy Theatre, W.illham, Mass., week prior to "Loves Me Not" date started plugging various numbers from picture in his overture, advising that limes were from the coining attraction. .Music store nseil easel head cutout of Crosby and announced date in window displa>' that included song sheets and banners. Heralds were distributed house to house and placeil in parking automobiles. Work Vor n Qiil);hy Awardl Herman Promotes Smokes On "Nineties" Campaign The Lorillaril people furnished llcrman Bamberger, Paramount Theatre, No. •Vdams, Mass., with posters and cards for his ''Belle of the Nineties" date and suj)plicd a ([uantity of cigarettes for distribution. Colored cards with picture of Mae West bore copy "When You Come l^p N'ou'll b'ind Old GoUls." These were placed in windows throughout town with copy. Three weeks prior 1 lerman constructed a disiilay with the shadow figure of Mae and the words "coming events cast their shadows before." other wording appeared and after ten days the regular We.stian billing was inserted. 6-Day Bike Riders Stop B way Traffic Unusual indeed was the featured stunt on "Six Day Bike Rider" .it the New York Rialto, where, in cooperation with Arthur L. Mayer, Terry Turner of Quaker Oats, put on a real six-day race in the windows of (he theatre building atoj) the iuari|uee. I'"ight professional six-day riders participated in the stunt, performing on bicycles |)l;ice(l on rollers (see photo) att.iched to large mile.'ige meters showing the distance covered by each team of riders. The pl;ite glass windows were removed, .allowing the front wheels of the bicycles to protrude for extr.a, atteiit ion. Tied into the stunt was ;i guessing conlest. i)rizes of bicycles given to p.atrons approxim.-iting nearest tlie mileage covered during the week, slijis for this ])ur|)Ose being supplied by the theatre doorman. Two teams of four riders each performed at a time in accordance with actual six-day ruling, thus ensuring continuous action for the lr.il'(ic-sloi)piiig throngs at the Ri.allo corner, one of the city's most congested .areas. In addition, various Broadway celebrities liarticijjated in the siuiit .uid on the lirst night, Maxine noyle, who ajjpears in the picture, raced .against famed i)rofessional, Reggie M.acNam.ira. with other names scheduled to .ijipear during the rest of the engagement. ruriier rei)orts successful adaptation of this slant in other spots, Joe I'eldm.in put ting it on recently for the date at the i'ittshurgli Stanley, and Sid iilumenstock is credited with an elTective bike meet in coniimction with the showing at the Virginia, Atlantic City. Work luir It (hiifilry Aii'iinl! Ties In Classified Page On "Barretts" Plug On his "Barretts of Wimiiole .Street" tl.ate, Jolimiy McManus, Loew's Midl.ind Theatre. Kansas City, Mo., tied in with newspaper on a display "Have You Lost a Dog?" ad cut of dog api)e;iring at top of ad and newspaper's copy on r.ates for "lost" ads followed. Upper right hand column carried theatre copy as follows: "This i)hoto shows how 'h'lush' appeared when momentarily lost from Norma She.arer, with whom he ])l;iys an important part in. etc., etc." For "Last Cicntleman" jolmny promoted local hank and secured a window display of scene stills and tlieatri' cop\'. .Streamers on grocery windows and radio binadcast were also used. Work Vor ,i Qiii);lcy Aifiird! lUki Riilii l.'.;,i; ,// A'i'ir Ytirk Riiilfo