Motion Picture Herald (Nov-Dec 1948)

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Harlem Theatre Your Selling Approach Joins In Salute REVIEW OF CURRENT PRESSBOOKS To Negro Youth APARTMENT FOR PEGGY— 20th Century-Fox. The picture that gives your heart a new lease on life. Make room in your heart for a girl, a story, a picture to remember. The man behind the "Miracle on 34th Street" discovers the miracle that is Peggy. Charley Schlaifer's new-style pressbook, at hand, displays all that's necessary for a working manager to go out and sell "Peggy" as a profitable attraction. There are two 24-sheets, and every good showman will figure ways to utilize the good display opportunity in these two styles. Look them over and you will see marquee, lobby and foyer cut-outs to mount and place where they catch the patron's eye and fancy. HERALD is good, ample imprint space and a full back page that can be sold to a cooperating merchant. All newspaper ads are four columns or less, for which give thanks — these ads were made to use, not merely to be admired in the art dept. Set of teasers, two column width, will attract and intrigue customers. And a second set of teaser ads, for choice. That's providing service. Plenty of ad styles and plots of assortment for sizes, so order early. Showman's Index, a new feature of the Fox pressbook, gives you file-copy hints for handling exploitation on this picture, good enough to keep at hand for other occasions. Publicity stories and mats are of better quality; more interesting, less monotonous in the manner of too many pressbook blurbs. You can place pictures with captions in cost-free space; give your editor publicity stories you won't be ashamed to sign with your own signature. This showmen's pressbook will make you glad you're in show business. FEUDIN' FUSSIN' and A-FIGHTIN— Universal-International. It's all In Fun, and It's Hilarious. They may be slow on the draw but they're lightning on laughter! Smile when you say that, Podner — Cause you'll Roar when you see it! It's the Jest of the West, at it's Wildest, Wackiest Best! Pa and Ma Kettle of "The Egg and I" together again! Showman's manual for this comedy starts off with a good 24sheet that will post or cut up as lobby or marquee display. Other posters are equally good, containing real comedy elements. Two color herald has intriguing cover and center spread; can be issued with a sponsoring merchant's advertisement on the back as an extra piece of advertising, cost free to the theatre. Newspaper ad mats are generally okey, in the same spirit of fun, and with a choice of all sizes for your own selection. Better order what you'll need and not hope these will be in stock later. Folks will remember "The Egg and I" and this is a proper follow-up for it contains all the best comedy characters. Publicity stories and mats will bear out the resemblance to former ace comedy. There are several songs and they provide record tieups as well as radio possibilities. Free radio transcription may be had from Universal home office in New York. Hay wagon makes good ballyhoo or it has the bucolic touch with laughter suggested. Special set of advertising stills may help with window tieups or coop newspaper ads. One theatre down south had a ballyhoo hill-billy on the street, stopping on street corners to play his portable phonograph and twang his mandolin. Stopped traffic and sold the idea of mountain men. Showmen in Action Sonny Shepherd turns in an exciting campaign on "Loves of Carmen" at the Miami and Lincoln theatres, Miami Beach, Fla., including a free dance lesson tieup with Arthur Murray to teach new dance number, Flamenco. Harry Wiener ran a trailer at Smalley's theatre, Johnstown, saluting local newspapers during the observance of National Newspaper Week. OUTDOOR REFRESHMENT CONCESSIONAIRES from Coast to Coast over Vi Century Now Specializing* in Refreshment SERVICE for DRIVE-IN THEATRES) T\ — SPORTSERVICE, Inc. Jacobs broC HURST BLOG. BUFFALO, N. Y. Elizabeth, N. J. Theatre Finds Most Popular Girl T. P. Arrants, manager of the Ritz theatre, Elizabeth, N. J. ran a contest to select Union County's most popular young lady, married or single, between the ages of 18 to 30. Close to 100 girls applied for the preliminaries and were judged by audience applause in the theatre. Ten finalists will have their pictures on display in the lobby and friends may vote over a period of three weeks, with each voter depositing the end of a ticket stub in the box to indicate one admission. On Wednesday, November 3rd, the winner will be presented with a two weeks' vacation trip to Miami, through the sponsorship of the Travelong Bureau. The ten finalists will also be given a dinner and their own photographs by cooperating sponsors. The entire plan was promoted without expense to the theatre and has proven alreadv that it can build business. Manager Earl Brown and his assistant, Albert Jeffrey, of the RKO Alhambra theatre, 126th Street and Seventh Avenue, New York City, staged one of the most effective campaigns for "Youth Month," resulting in much publicity and even more good will for the theatre. In this area, where juvenile delinquency is a grave problem, any plan concerning it is eagerly received. The first thought was to elect a "Junior Mayor of Harlem" and, with the aid of the Police Athletic League, the local radio stations, newspapers, civic leaders and clergy, this event brought all of Harlem together with the community's desire to make it a momentous event. The unofficial "Mayor of Harlem," with leaders of the Salvation Army, YMCA, Boy Scouts, and three high rankng officials of the New York City Police Department, unanimously elected Leonard Jackson as "Junior Mayor," and after the choice was made, manager Earl Brown and his staff really went to town. A popular disc-jockey on station WHOM's "After Hours" show broke the story and plugged it continuously throughout the campaign. Another radio boost was sponsored by station WMCA on its popular "Harlem USA" program. The New Age, Amsterdam News, and even Life Magazine became interested. The outstanding event was a big street parade, leading to the theatre, with television shots in the mayor's office, and community celebrations to tie in with the Alhambra's sponsorship. Wearing of the Green Tips Exploitation J. Boyle and M. Pysyk, that team that work so well together in planning publicity for Loew's Poli-Broadway theatre, Norwich, Conn., planted a hidden name contest in the classified section of the Bulletin & Record to advertise "The Luck of the Irish," and by merest chance, all the winners were of Irish name and ancestry. Spot announcements on the radio and exploitation in every shade of green rather tipped the trend as to who might be lucky. THREE COMPLITtir -J EQUIPPED PLANTS Filmack ten GIVES YOU THE BEST VALUE IN SPECIAL! TRAILERS SEND US YOUR NEXT ORDER/ 40 MOTION PICTURE HERALD, NOVEMBER 6, 1948