Motion Picture Herald (Jan-Mar 1954)

Polaroid Places Local Advertising for 3-0 -~X This is the picture we’ve been waiting for — and you’ve been hoping for — MGM’s fine new musical, "Kiss Me Kate." The first 3-D picture with top-flight stars... great music (Cole Poiter’s best!)... and a first-rate love story. Thousands paid top prices to see it on the stage. And you’ll see it as well or better than they did — in a thrilling three-dimensional presentation of breathtaking realism. Yes, this is what we’ve been waiting for — and here’s what we’re doing about it. Our 3-D specialists have completely re-engineered and carefully inspected all of the theatre equipment. You’ll see an absolutely clear picture in perfect focus and brilliant color. But, that’s not all! We’ve rushed through production a special supply of newlydesigned Polaroid 3-D Glasses. These new glasses are optically perfect and absolutely safe. They’re clear, clean and comfortable — so comfortable you'll forget you have them on! This i6 the picture you’ve been hoping for. So why wait? Make a date right now to see "Kiss Me Kate” at Loew’s Ohio We’re sure you’ll think Kate’* great too. Polaroid Corporation Cambridge 39, Mass. Wait till you see "Kiss Me Kate!” Now for the first time you’ll see a motion picture scientifically filmed for 3-D . . . using all the latest equipment and techniques. You’ll see 3-D with top stars, great music (by Cole Porter) and a first-rate story. You’ll see the same show tfiat thrilled thousands on the stage — and you’ll see it as well or better than they did in a thrilling three-dimensional presentation of breathtaking realism. Now, for the first time, you’ll be sure of perfect projection because the theatre has been completely re-engineered by The Polaroid Corporation. You’ll see an absolutely clear picture in perfect focus and brilliant color. And, that’s not all! Wait till you put on your new Polaroid optical-quality glasses rushed to the theatre especially for this event. They’re clear, clean and comfortable ... so comfortable you'll forget you have them on! Make a date now to see MGM’s great newmusical,"Kiss Me Kate”at Loew'g Ohio and see how great 3-D can he. You’ve never seen anything like it! Polaroid Corporation Cambridge 39, Mass. KATE In Walter Kessler's campaign book on "Kiss Me Kate" — entered for the Quigley Awards in the fourth quarter from Loew's Ohio theatre, Columbus — we find the two samples above of advertising placed In local newspapers by the Polaroid Corporation, in support of the theatre's playdates, as a direct appeal to the public, to sell 3-D. We think the ads are good, better than some in the pressbook, and display a desirable interest to supplement the work of good showmen. \ / Business Was Good, So He Closed the Theatre One of those down-to-earth explanations of theatre closings is contained in a news story from Buffalo, where Dewey Michaels, owner of the Mercury theatre since 1938, says that while business was never better, he is disposing of the building for commercial purposes. “With my inimitible sense of timing,” he is quoted as saying, “I’m going out of business just the time of all times when this kind of venture has the best chance.” It is also reasonable to suppose that he took this action at the time when he had the best offer. He shows a good understanding of his market. Th ree Drive-Ins In a Package Elmer N. DeWitt, city manager for Mailers Brothers theatres, operating the Valentine, Strand and Defiance Drive-In theatres. Defiance, Ohio, sends his entry for the Quigley Awards in the fourth quarter, and news of his theatre operations, with ample evidence of his showmanship. The installation of his new wide screen and various tieups with local sponsors are superior examples for drive-in advertising, usually lacking in showmanship. We like the note of thanks which he received from the Sisters at St. John’s, for a special showing of “Little Boy Lost.” He Has TEN 0M Mi is MMwn Arthur Hallock, manager of the Paramount theatre, Baltimore, writes us an interesting letter about his children’s shows, and we let you read the postscript first : He says, “I get a big kick out of doing these tli ngs for the kids because I have ten of my own!” This year, the theatre cooperated in celebrating the 50th Annual Santa Claus Party sponsored by the Baltimore Chapter, Knights of Columbus, for Catholic Orphans of the vicinity. The theatre manager was assistant chairman of the big event. At the theatre, Arthur also had the Christmas Party sponsored by the local Lions Club, with eleven hundred children attending, every one of whom received a gift from Santa Claus, in person. Mr. Schwaber, president of the circuit, allowed him to take the film program the next day to a large auditorium for the orphans. Then the American Legion wanted a show for 125 underprivileged children, and the theatre supplied the show, with gifts and ice-cream furnished. A lot of good will — with the youngsters, their guardians and local organizations and civic leaders. Sweets Received For Courtesies Given Earl Scandrett, manager of the Royal theatre, Woodstock, Ontario, obtained a total of 1,667 lines of free publicity for his idea of giving a two-pound box of chocolates to each of the twenty oldest grandmothers in a campaign on “Just For You.” Naturally, the candy was contributed by a local sponsor. He also invited the local priest to see "Lady of Fatima” and received the benefit of a 15-minute sermon on the interest in the picture for local Catholic audiences. "Dennis the Menace" Gets Newspaper Cooperation A tear sheet from the Hartford Times reveals a very big “house ad” placed by the newspaper to sell their new comic strip based on a cartoon character. If parents in Hartford have anything like “Dennis the Menace” at home, they are invited to tell all, for prizes. Which should encourage juvenile delinquency at an early age and stimulate interest in one of the fairly intelligent comic strips. Dennis makes a better movie than most cartoon celebrities. Monroe Gets In Deep On Asylum Street Just to explain that, Lou Cohen sends a clip of a 14" cooperative ad, placed by the Chicken Coop, on Asylum Street, Hartford, Conn., with a full-length picture of Marilyn Monroe and a direct tieup to benefit "How to Marry a Millionaire” at Loew’s Poli theatre. The headline is “This Is IT” and that we can understand, but they mean southern fried chicken, and they deliver. 40 MOTION PICTURE HERALD, JANUARY 9, 1954