Motion Picture Herald (May-Jun 1943)

June 26, 1943 MANAGERS' ROUND TABLE 57 Radio Plays Big Part In "Coney Island" Date Spurred by the enthusiasm engendered by a pre-playdate screening of "Coney Island," E. V. Dinerman, ad head of RKO Midwest Theatres, placed extra budget display ads which were reportedly unprecedented in Cincinnati. In the former city, a unique classified contest was arranged with the Times Star, whereby they furnished 1,100 lines of display advertising in a promotion which ran for six days. A radio campaign on WLW was tied into a tune guessing contest for the feminine trade with war bonds as prizes. This also resulted in a score of plugs, all of which carried playdate announcements. Tunes played in the picture were featured by many local orchestras and on the radio. Special life size cutouts of Betty Grable were placed in the lobbies of all downtown RKO theatres with invitational signs reading: "I'll see you at the," etc. The local amusement park also featured one of these cutouts in the photographer's studio and folks were invited to have their pictures taken with Betty. Every music store in town devoted window space to the picture's song hits. A special screening for dealers in the entire music field resulted in the tunes being plugged in all night spots. In San Francisco, the picture was likewise ballyhooed by local papers, contrasting the big Eastern resort with the Barbary Coast. The Call-Bulletin published a full-page cartoon, together with a feature story emphasizing the nostalgic theme. The western campaign was rounded out with many other stunts, including a specially built traveling billboard, jumbo telegram displays, herald tie-up, and cutout figures of the star, which livened up many local windows. The Selling Approach ON NEW PRODUCT {The material below reflects press books now in preparation and represents the point of view of the distributors' exploiteers about selling special merits of these pictures.'] Mayfair Theatre Has Social Center ."Standing room only" means a quiet game of checkers, backgammon, bridge or gin-rummy to the movie patrons of the Mayfair theatre, Miami. Mayfair Lane, as the social center is called, is equipped for games, reading and writing, and, before wartime food rationing restrictions, served refreshments. This social gathering place has been fully utilized by the moviegoers and many use the Lane to entertain guests, hold club meeting, bridge parties and give book reviews. Manager Claude Norton does not confine his outside-the-film activities to the social center; on Sundays the theatre is used as a church. The Unitarian Society holds services and forums. MR. LUCKY (RKO Radio): The producers have wisely selected a title for this vehicle that will present no barriers with regard to ballyhoo and exploitation. In addition to a strong cast, the picture has several distinctive angles which will be closely scrutinized by discriminating showmen to best suit their individual needs. Adventure, romance, satire, novelty, comedy and action are all interwoven in the plot. Together, they offer a variety of entertainment conducive to good box office, but they can be separated and capitalized on in any location where there is a definite trend towards one or more specific types of entertainment. The title suggests innumerable gags and stunts. Showmen will revive the three-cornered tieup with a local newspaper and department store sponsoring prizes to the persons identifying "Mr. Lucky", who will be found in the store carrying a copy of the newspaper. All of the stunts used, and reported in these pages recently, on other pictures with partially similar titles may be revised and revamped to excellent advantage. A hilarious scene in which he-man Cary Grant is taught to knit offers an opportunity to inject a men's knitting contest. A dart game or similar diversion may be used as a lobby stunt with guest tickets for "lucky" persons. Lithographed sheets are suitable for lobby cutouts and displays. Exchange window cards are particularly attractive, for prominent locations around town. The story plot is largely concerned with a women's war-relief society, which suggests local cooperation from this type organization. The characters are shown visiting a blood bank. This offers an angle to con Local Lana Turner Double Acts as Soda Dispenser As a publicity stunt ahead of "Sliehtlv Dangerous" at Loew's State, in Boston* Joe Longo arranged for a local girl who resembles Lana Turner to act as a soda dispenser at the largest five and dime store. Between the hours of two and four, the girl made up and served banana splits gratis. A giant credit card was planted alongside of her and in the main window of the store. Portland Sweater Campaign Staged for "Moon Is Down" Playdate of "The Moon Is Down" at the Orpheum and Playhouse theatres, Portland, Oregon, spearheaded the local campaign to put on a sweater drive for sweaters for the Norse populace overseas. Reasons for the local campaign was the tremendous amount of locals who originated from Norway. Merchants cooperated by sharing a halfpage ad and the theatre tied in on the ad, as well as on the receptacles for the sweaters which were placed in the lobbies and leading department store. A special screening was sponsored by the Norwegian Vice Consul, to which local Norwegian societies and press representatives were invited. The enthusiasm engendered at this screening resulted in special Bond booths at the Orpheum and Playhouse, manned by Norwegian girls in native costumes. Radio contributed heavily to the campaign nect with your local blood donor organization. "Mr. Lucky" was published by Cosmopolitan Magazine under the title, "Bundles for Freedom". This may be mentioned in newspaper ads and around the theatre displays. Remember that Cary Grant is well liked by male and female fans, especially for his individual style and mannerisms. Don't undersell Cary. STORMY WEATHER (Twentieth CenturyFox): For showmen who like an exploitable picture in which they can really "go to town" this one is a natural. The catchy title presents an opportunity to tie in with every type of co-op from newspapers to windows. The musical background lends itself to all well known radio, night club, music or band stunts, with variations which exploiteers will inject of their own accord. The lithographed posters will serve as effective lobby displays when used as cutouts on appropriate backboards. Any number of contests are suggested by the variety of dancing, singing and instrumental talents of the Negro stars who comprise the cast Lobby, screen and newspaper teasers may be used far in advance of playdates. Display ads should convey the effervescent spirit of contagious rhythm suggested by the theme and characters. Song hits featured in the picture are "There's No Two Ways About Love", "My, My, Ain't That Somethin' ", "Ain't Misbehavin' ", "Diga Diga, Doo", "I Cant Give You Anythinq But Love", "Walkin' the Dog" and, of course, the title song. Dooley Wilson, who received such phenomenal acclaim in a recent picture, is in the cast and should not be overlooked. by devoting broadcasts directed at the local Norwegian population, urging them to see the picture and contribute toward the sweater drive. All department store and book dealers helped emphasize the Steinbeck angle by featuring window and counter displays. Issues Faint Checks for Double Horror Show «tJ° ™her in his doubIe horror show of The Mummy's Tomb" and "The Night Monster" at the Appalachian theatre, in Ap ?nSCia' Xa-' Chuck Larnard distributed 1.UU0 heralds on the streets and at schools with such copy as : "Can you take it ? Are you tough? Then we dare you to see the most hair-raising, blood-curdling double feature ever shown at the State Theatre." Five hundred faint checks, entitling holder to readmission in case he fainted during the show were distributed.