Showmen's Trade Review (Apr-Jun 1939)

/;///.■ -'/, l')S9 SHOW M N ' S '1' R A J ) l R !■: \ I V. VV I'iujc 2b Try Tarzan Film As Single Feature With Quality Shorts Because it has its quota of thrills, action and romance: because its story is better and more novel than any previous Tarzan film, "Tarzan Finds a Son" is going to find great favor among your patrons. It will appeal to all classes — they'll surely love it. For these reasons, it is our belief that wise exhibitors will be those who run this attraction as a single feature, dispensing with, for the time being, a second feature. The film's drawing power, and the fact that many outstanding shorts are available, make this method of presentation advisable. 50,000 Boys Grabbed 'Em When Johnny Weissmuller appeared in person at the Capitol, 50,000 autographed imitation photos, autographed by the Tarzan family, were distributed to the thousands of boys who gathered at the theatre. One of them is reproduced here. Fair where it circled the grounds several times. Then, stealing a march on the royal couple, it went ahead of them to Columbia University, where it got the crowds who were waiting for George and Elizabeth to make their appearance at the institution of learning. After this, the truck cruised the five boroughs in advance of the opening of "Tarzan Finds A Son!" at the Capitol. If you live in the east or midwest, it's likely that the ballyhoo will be coming your way soon for, according to present plans, MGM will send it out through the territories. In all probability you'll be notified if its going to hit your town— and j^ou'U be notified well enough in advance to create publicity that will assure a maximum crowd along the streets to witness the ballyhoo that thousands and thousands saw in New York. Another Salient Advance Stunt Another important advance publicity stunt was Johnny Weissmuller's request to Sixth Deputy Police Commissioner John H. Morris, head of the Police Athletic League, to help him find New York's boy Tarzan from among the 100,000 or so youngsters in the League. Morris gave full cooperation. Plans were then made to have Johnny \\'eissmuller appear in person at the Capitol on the opening day of the picture. Although the opening day was moved ahead from Thursday to Wednesday, there were no alterations in the plans to have Weissmuller at the theatre on Thursday. He was there, and so were thousands of j'oungsters, a majority of them from the League, but all of them from everyone of the five boroughs. Received Membership Buttons They met Johnnj in person — easily the thrill of any youngster's lifetime — and each received a membership button to the Sons of Tarzan Club. Every boy who was there at the specified time received a free photo of the Tarzan family, signed by themselves. Each of the membership buttons had a number on it, and boys who held buttons with lucky numbers were given free tickets which admitted them to the first performance of "Tarzan Finds A Son!" as guests of Major Bowes, the Capitol's genial managing director. To publicize this outstanding event, to make sure every boy in every borough knew about it, thousands of cards, handbills and heralds were passed out. For example, 100,000 of the giant imprinted heralds were distributed. And if we can take a moment here, we'd like to warn every exhibitor that if he doesn't order a few thousand of these sensational seat-selling heralds, he's missing out on a great exploitation bet. Well, to get back to the subject again, 1,000 window cards printed with green ink on white background were placed in every available window and spot. The number of handbills passed out totaled 250,000. Five thousand one-sheets on the picture were posted throughout New York. On the morning of Weissmuller's personal appearance, 50,000 Tarzan family autographed photos were given out, and 25,000 of the lucky numbered buttons were gobbled up by the avid boys before one could say "johnny Weissmuller." Tarzan Ice Cream was promoted for free distribution to the kiddies. And Johnny taught them the fine points of the famous Tarzan yell. After all this, no wonder the streets in front of the Capitol were mobbed. If we had l>ecn a little boy again you can bet our patched-up britches that we'd have been there in line long before anyone else arrived. But this wasn't all of the great campaign which already was attracting large crowds to the first few days' performances of "Tarzan Finds A Son!" On the following Saturday, the Police Athletic League's best boy swimmers under fourteen years of age were selected. At least a hundred of them met at the New York World's Fair, where Weissmuller selected the winner. An appropriately engraved silver cup was awarded the best Tarzan, Jr. double. Others received medals from Tarzan Weissmuller, and all got to see the Fair and the Aquacade show. Brought In Extra Business Well, that seems to sum it all up. Of course, this ballyhoo was all in addition to the Capitol's enlarged newspaper advertising campaign and regular billing. And it brought in extra business. In j'our own town 5'ou can select a Tarzan, Jr.; you can have a special morning show with free Sons of Tarzan buttons given out just as was done at the Capitol. And even though Johnny himself can't be there, we'll bet every kid in town will. If the special truck ballyhoo's itinerary can't possibly include your own town, there's no reason to be dismayed, for your artist and a carpenter can rig up a similar ballyhoo. "Tarzan Finds A Son!" is a thrill picture — and thrill pictures are tops with the masses. And since the newest Tarzan is hailed as the best of them all, you have a chance to go out and do your stuff. Be circus-like in your exploitation. Whoop it up! As for tieups, in which you are undoubtedly interested, there are more than a dozen that are nationwide in their scope and which will enable you to fill many a window and grab several inches of free space in the newspapers. Give your lobby a jungle setting. In the photo layout showing the crowds at the Capitol to greet Weissmuller, you'll get some swell ideas for your front. Notice in particular the photo which shows Tarzan and Tarzan Jr. swinging alongside the huge vertical sign. By blowing up one of the stills showing the two swinging among the trees, or by having your artist create his own figures, you can duplicate this attention-getting marquee display. The posters emphasize action and thrills, and they're flashy and colorful enough to do a grand selling job if you'll only plaster the town and countryside with them. Truly, it would require pages and pages to tell you about all the things you could do in the manner of exploiting ""Tarzan Finds A Son!" We wish we could go into more detail, but space limitations prevent that. Still, we believe that wide-awake showmen will know what to do — sort of through instinct, as it were. Just as one knows what to do when a big dish of delicious ice cream is placed before him, so a showman knows what to do when a new Tarzan feature comes along. He'll go out and ballyhoo it to the skies for extra profits. Crowds Mob Capitol to See Weissmuller In Person Perhaps this collection of scenes taken at the Capitol Theatre in New York on the morning of Weissmuller's personal appearance will give you an idea of the large crowd of youngsters that mobbed the Broadway showplace to see their favorita, to receive lucky numbered buttons that would admit them to the first performance of the film, to get a cup of Tarzan Ice Cream and to receive one of the autographed photos. It was a stunt that made all New York sit up and lake notice.