Showmen's Trade Review (Oct-Dec 1940)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

Page 18 SHOWMEN'S TRADE REVIEW October 5, 1940 T HAT old adage, "Two's company, but three s 1 a crowd " doesn't hold true in the case of • the trio behind the success of the Deanna Durbin films. Looking back we find seven successful films— all tried and true box office stimulants— and in the case of most of them, with one or two exceptions where the director was concerned, the same combination has been responsible for their entertainment merits— the star herself, Joe Pasternak, the producer, and Henrv koster, the director. . Exhibitors seeing that combination on the billing for "Spring Parade" can be reasonably sure that, judging from past achievements the new picture will measure up to the high standards already established, and that consequently it will be worthy of a well-planned campaign. "Spring Parade" has already been given a good build-up. Many of your patrons are undoubtedly members of the wide audience of over 10 000,000 people who have seen, or will see, the full page advertisements currently appearing in every leading fan and picture magazine. And with the Chase & Sanborn program rating high in various radio polls, it stands to reason that a majority of the residents of your community heard the program recently in which Deanna herself plugged the picture and sang two of its song hits. Therefore, a substantial representation of local theatregoers are anticipating the announcement of your playdate on "Spring Parade. It's up to you to "inform" them in the best way you know how— giving it the works m advertising publicity and exploitation. We believe that one of the most important phases of your campaign— in fact, we'd venture to deem it the most important— is to take advantage of every available tieup, of which there pre many that have already been established on Deanna Durbin pictures. Here are some of them, and the companies you should contact to "get the ball rolling" : Drest;es— Horwitz & Duberman, 498 7th Ave NYC Coats— Leher-Howard, 250 W. 39th St N Y' C. ; Doll (ideal for contest prizes) — Td'eal Toy and Novelty Co.. 200 Fifth Aye., NYC Books (also ideal for contest prizes and book giveaways)— Merrill Publishing Co., Screenplay by Bruce Manning and Felix Jackson. DirectedI by Henry Koster. Produced by Joe Pasternak. HEC. U 5. PAT. Off 14 N Peoria St., Chicago; Sweaters— McLouehlin Manufacturing Co., 366 Broadway. NYC" Scarfs— Brian Fabrics Corp., 1141 Broadway.' N. Y. C. : Cedar Chests-The r Lane Co Altavista, Va. ; Pearls— The Heller Deltah Co.'. Inc.. 411 Fifth Ave., N. Y C In addition, there's a tieup on Catalma Sweaters To learn which local dealer handles this product, write to the Pacific Knitting Mills, 433 S San Pedro St., Los Angeles, Calif. Universal has prepared a set of tie-up stills (12 in all) which should be of inestimable value to you in arranging window displays. As a matter of fact, with so many articles of feminine attire listed among the tieups. your engagement of "Spring Parade" would be an ideal occasion for arranging a fashion show. Music is another camnaign "must. Leanna sings four songs: "It's Foolish But Its Fun, "Waltzing in the Clouds," "When April Sings and "Blue Danube Dream." Another number played in the picture is "In a Spring Parade Send letters to music lovers throughout the area in which your theatre is situated. Make the letter brief, but punchv. You might let it be known that Vienna— the music capital of the world— is the story's background. Contact music teachers and students. Three albums containing recordings of songs sung by Deanna have been on the market for quite some time, and have made it possible for wise showmen to effect window tieups with music dealers on past Durbin films. _ It never hurts to repeat something worthwhile, so we suggest you contact your music dealer now and arrange to have these Decca albums 'featured in displays that also plug your engagement. Furthermore, if you have any newspaper or theatre contests planned (example: search for best singing voices among girls of Deanna's age), these albums would make appropriate and desirable prizes. In case VouTd like to write to Decca Records for moie "information about possible tieups, the company s home office is at 50 W. 57th St., N. Y. C. There are many who would like a toho ot the important songs Deanna has sung in her past films. Such a folio, Songs Deanna Durbin Sino-s have been made available through Leo Feist' Inc., 1629 Broadway, N. Y. C This is another item that would make a grand prize for a contest. Also feature it in music store counter and window displays. " For details concerning the songs _ from "Spring Parade" write to Robbins Music Lo 799 Seventh Ave., N. Y. C. We understand that the entire musical score has been published in a handsome album. The smart showman can readily see that, in view of the tie-up possibilities listed above, much can be done in the way of musical exploitation. Windows, lobby displays, radio plugs, newspaper ads, street ballyhoo, contests— these are but a few of the activities which you can promote. By going into the musical angle with everything you've got, you'll have patrons humming the tunes in advance. Incidentally, a record which features the "Spring Parade" songs interspersed by plugs for the picture is available at your nearest Universal Exchange. Use it for sound truck ballyhoo, for amplification in the lobby or out in front. "Spring Parade" presents Deanna as a mature young lady old enough to play romantic roles. With the romantic angle as a basis, select one of the stills showing Deanna and Robert Cummings together, blow it up to life size, mount it and cut out Cummings' face, leaving the opening into which male patrons can place their faces. Used as a lobby stunt, it will get a lot of attention, for males will want to see themselves as Deanna's boy-friends. Of course, a mirror should be on the other side. If you can purchase small imitation flowers cheaply enough in quantity, have them stapled to small cards containing this copy: "Find Romance ... by wearing this love:bloom in vour lapel and seeing Deanna Durbin in 'Spring Parade'." For another "romantic" stunt (and this can also include the picture's other selling angles) place a large dictionary in the lobby, beside which stands a card bearing this copy : "Romance, comedy, music, gaiety . . . you 11 find them all in this book, and you'll find them, too, in 'Spring Parade,' etc." In the picture, Deanna has her fortune told. Perhaps you could tie in with local stores having fortune-telling coin weighing machines whereby free passes wouM be given to those who receive cards with Deanna's portrait on them. If the cards already in use do not have her picture, use the thumbnail mat for proofing a number of pictures on white paper, which can be cut out and nasted on each card. _ This stunt went over very well on another picture some time ago, and seems especially appropriate. Publicity Feature a Seat-Seller The full page Deanna Durbin publicity feature for use in newspapers, should be a genuine seat-seller. If the editor won't run it as a feature, perhaps he will give you permission to insert slipsheets into each regular copy of the newspaper. . Many unusual accessories, such as midget and six-foot standees, lobby hangers, a fryefoot head of Deanna, banners, autographed photos, etc., are available, in addition to the regular accessories, to make your lobby and window displays more colorful and attractive. Either of the two 24-sheets can be fashioned into eye-catching lobby and marquee flashes. We feel sure that, with a thorough and comprehensive campaign, you will have a parade to your box office when vou nlav bpnng Parade" So pkm vour selling activities now. t, up m me °to<">» h ' nf.AH"A DANCES/ I 3f Some of the Attractive Ad Layouts Romance, youth, salety an, f^/£^ well sold in this array of ads culled from the press booK me recommend a generous use of them