Showmen's Trade Review (Oct-Dec 1949)

20 SHOWMEN'S TRADE REVIEW, November 5, 1949 Selling the Picture News and Ideas Concerning Profitable Advertising, Publicity and Exploitation Town Morale Low, So Dandrea Holds A Football Rally The season had gotten ofif to a poor start for the Bridgeton, N. J., high school football team. There had been two straight losses. Morale was low. And coming up was the invasion of Collingswood High, one of the strongest grid machines in South Jersey, with a record of 15 consecutive victories. Can you think of anything worse? The team felt low. The town felt low. Oh, what was the use? Something had to be done. And who do you think set about doing it? Not this leading citizen ; not that leading citizen. It had to be a man trained in the importance of taking an active interest in community affairs — religion, educational and civic. Nothing to guess about now. It had to be a theatre manager. And it was. With the assistance of the Bridgeton Merchant's Association, Manager Dan Dandrea of the Stanley Theatre contacted school authorities and made his house available for a peprally to show the team that the town was still behind it despite two straight losses. And so one morning recently the Stanley doors were thrown open wide to all Bridgeton(Coiitimicd on Page 21) 'King's Men' Author Here for Premiere Robert Penn Warren, author of the Pulitzer prize-winning novel, "All the King's Men," was scheduled to arrive in New York Thursday to attend the world premiere of Columbia's screen version of his book at the Victoria Theatre on Nov. 8 While in the big city Warren is also slated to be heard on a number of important radio programs, discussing the film, and will be interviewed by representatives of New York newspapers and syndicates. HALLOWEEN TOYS.. Kiddies of St. Albans, L. L, had a lot of fun at Manager Leonard Tuttle's Halloween Party at the St. Albans Theatre. They all received comic books and competed for the toys shown above, which Tuttle promoted from local merchants. Students on Parade For 'Fullback' Comedy Manager Jack McDougall of the Fox Theatre, Oakland, Calif., in cooperation with the local Rhonda Fleming Fan Club, invited the Oakland Technical High School football team and rooters to the opening day of "Father Was a Fullback." The gang formed a parade at the school and marched to the theatre, with a band playing football songs and the youngsters wearing rooters' caps The e.xcitement and sound furnished lively exploitation for McDougall's engagement of the comedy and launched a successful run. Wilcoxon Suspends Tour Henry Wilcoxon this week suspended his nationwide ballyhoo tour for "Samson and Delilah" upon doctor's orders. Boston Campaign Sets Pattern for Drama, Comedy A campaign on Eagle Lion's dual bill of "Trapped" and "Down Memory Lane" which many exhibitors throughout the country will follow as a pattern, adapting some features to the requirements of their locations, was set up at the Pilgrim and Mayflower theatres in Boston, Mass., by EL Exploitation Chief Lige Brien and Paul Levi, publicity director of the two Boston houses. It was an out-of-the-ordinary campaign, embracing humor and fantasy as well as fact. The Treasury Department tieun made by EL Director of Advertising, Publicity and Exploitation Leon Brandt and his staff formed the basis for the "Trapped" part of the exploitation. Private advance screenings were given for officials of the Boy Scouts, Girl Scouts, Boys Club of America, Junior Chamber of Commerce and the Federation of Women's Clubs which assured widespread publicity as committee members of those groups distributed thousands of heralds throughout Boston, obtained photo layouts and announcements on all school and club bulletin boards and invited specially prepared lecturers to address various club meetings on the counterfeiting of U. S. (Continued on Page 22) Special Selling Aids Offered on 'Heirdss' Three special selling aids have been developed by Paramount for theatres playing "The Heiress." The first is a special 40 x 60 poster stating that the theatre has "exclusive first-run showing" of the picture, which is to be displayed as far ahead of the engagement as possible. .\nother poster states that no one is to be seated during the last seven minutes of the picture in order to receive full satisfaction from the suspenceful ending. Also available is a special advance trailer announcing the theatre's exclusive first-run showing. The 40 x 60s are available on request from the Paramount Press Book Editor and the company's branches. 'Free for AIT Bows At Warner, Milwaukee Backed by an all-out promotional plan, the world premiere of Universal International's "Free for All" was scheduled to take place Friday (4) at the Warner Theatre in Milwaukee, with Ann Blyth, co-starred with Robert Cummings in the film, making a personal appearance. Miss Blyth arrived in Milwaukee Tuesday for several days of advance publicity and exploitation appearances. Mixed Nuts "It's the nuts," said Bernie Depa's herald for a special laff-show at the State in Lexington, Ky. "We're nuts, too," said the Renfro V alley Nut Hut, a store specializing in the edible variety, in a cost-paying ad at the bottom of the herald. CIRCUS FRONT FOR 'SAVAGE SPLENDOR.' Utilizing practically every inch of facade space, the management of the Melba Theatre, Dallas, created a circus-like display for RKO Radio's "Savage Splendor." There was plenty of color and "sensationalism" in the colorful front. The theatre also had a man dressed in Zulu costume and beating a drum, but he apparently had gone hunting when the above picture was taken.