Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, November 12, 1949 Chicago ^Trapped^ Campaign Scores Credit for much ot the success of the Chicago opening of "Trapped" at the Roosevelt Theatre is given by Manager Jack Garber and B & K officials to the comprehensive promotion and exploitation campaign conceived and executed by B & K Ad-Publicity Chief William K. Hollander and EL Exploiteer Milton Overman. Keynote of the campaign was centered on the "Don't Be 'Trapped'— Know Your Money" theme, which was carried through all types of cooperative tieups, displays, street ballyhoos, etc. This selling angle was touched ofif by a huge citywide tieup with Canadian Ace Beer, which gave the film 14x22 window cards in more than 5,000 bars and other retail outlets. Canadian Ace also was tied up for a monster citywide parade with several large bands, almost 100 lavishly bannered trucks and lots of hoop-la and excitement. Spotted throughout the parade were tieup displays for "Trapped" in addition to a large, brilliantly illuminated, animated sound truck which sold the picture for the entire duration of the parade. Pabst Beer was tied up for exclusive use of the '"'running message" space on its tremendous illuminated electric clock at the corner of Michigan Boulevard and Madison, one of the busiest corners in the world, where the sign is visible for over a mile distance. From sundown until daybreak every day the "running message" carried full credits for the picture, theatre and playdate, as well as a strong selling pitch. This is the first time in the history of Chicago that any motion picture has ever been able to tie up with this spectacular sign. Radio tieups also plugged the "Don't Be 'Trapped' " angle, with full credits used. Actual time promoted gratis on local stations represented a total value of more than $2,000, with the plugs concentrated during most popular listening hours of the evening and weekends. Tieup set with the Boy Scouts of America and the Girl Scouts of America resulted in the placing of 2,500 large display cards in most prominent public places. These cards were angled on the cooperation offered the Government in fighting counterfeiters by the Youth of America. Street ballyhoos saw a bevy of lovely girls touring the most populated areas of Chicago, handing out cards reading : "Don't Be a Sucker" and carrying small cellophane-wrapped lollipops. 'Laughing' Performance To Aid Runyon Fund A special world premiere performance of Milton Berle's new Warner Bros, picture, "Always Leave Them Laughing" will be held at the Strand Theatre, New York, on Nov. 22 for the benefit of the Damon Runyon Memorial Fund for Cancer Research. Berle will appear in person at the performance, scheduled to start at 10 P.M. The film will start its regular run on Nov. 25, the day after Thanksgiving. Video Auditions With a talent quest stage show set, Ben Geary and John Palfi of the Kent and Ravenna, Ohio, theatres, saved a spot for a television audition, informing citizens and rural residents of that fact. They then promoted gift certificates for prizes from three local merchants, plus theatre passef for the winners. Extra Newsboy Day became a big event for the paper carrying lads in a movie-wise manner in the San Francisco Bay area. In San Francisco, a preview of "Christopher Columbus" was held at the Orpheum while in Oakland's T & D Theatre the Warner Bros, film "Task Force" was shown. All theatres of the California Theatres Association carried special trailers. U-I Continues Special Promotion on 4 Films Decision to continue Universal-International'.large-scale local and regional promotions inaugurated last March was reached last week at studio conferences in which Nate Blumberg. W. A. Scully, Leo Spitz, William Goetz, Edward Muhl, Maurice Bergman, Rufus LeMaire and David A. Lipton participated. Top-budget advertising and promotional campaigns were set on four special features set for release during the next few months. These include "Bagdad," in Technicolor, "South Sea Sinner," "Woman in Hiding" and "Francis." "Bagdad," set for Thanksgiving release, will be the first of the four to get concentrated attention under the plan. U-I's National Advertising and Publicity Director Lipton said the plan was conceived "so that the full" potential of these . . . pictures can be realized at the box-office. Their cost and ([uality, we feel, are such that nothing should be overlooked in making the public aware of them.' Kislingbury Divides 'Sword' Campaign When "Sword in the Desert" played at North Coast Theatres' Orpheum in San Francisco, Publicist Graham Kislingbury divided his selling campaign between two phases of the picture. Setting up special previews for rabbis and editors of Jewish newspapers, the "message" side of the film was exploited, while newspapers and radio stressed the action element. — SF. 21 Ann Blyth Gets a Warm Welcome When Ann Blyth, who co-stars with Robert Cummings in Universal-International's "Free for All," arrived in Milwaukee one day last week to make personal appearances in connection with the world premiere of the comedy at the Warner Theatre on Friday (4j, a round of activities began that kept her on the go right through premiere date. A welcoming crowd of more than 1,000 persons was at the station to meet her and, according to reports, the crowd "literally chased away the season's first frost with their warming reception." This included a speech by Acting Mayor Milton J. McGuire and a musical salute of Irish Eyes Are Smiling by the 75piecc Marquette University Band. Banners proclaimed Ann as "Marquette's Own 1949 Homecoming Queen," and a group of cheer leaders from the University of Wisconsin performed special tumbling antics (not to mention a few other guys who got their first in-person glimpse of lovely Ann). Members of the press also took time out from their chores to meet the star. Banner-Carrying Students A parade of cars headed by motorcycle escort and including the band and banner-carrying .>tudents made its way through downtown Milwaukee to the Schroeder Hotel and then on to a special civic luncheon at the Schlitz Brewery where Ann met press representatives, radio dignitaries, and members of the governing body of the city. Also present at the luncheon was William L. Ainsworth, president of National Allied. There were speeches. Following these activities, Ann made a series of radio interviews on all local stations. And then next day she addressed 'the Wisconsin Teachers Association and headed the Marquette University Homecoming Parade that night. Refreshed after a good night's rest. Aim uas back in full swing again on premiere day making three appearances on the Warner stage and sandwiching-in several autograph parties m the lobby. Her Milwaukee visit was only the beginning. She was scheduled for a series of tours through surrounding towns climaxed by press interviews in Chicago prior to the opening of ner movie at the RKO Grand on Nov. 10. SORKIN'S TASK FORCE' LOBBY DISPLAY. For the showmg of Warner Bros.' "Task Force" at RKO Keith's Theatre, Syracuse, N. Y., I.M.P.S. Member Sol Sorkin. city manager, arranged for this U. S. Naval Reserve lobby display that included models of 20-MM guns, 40-MM guns, walkie-talkies, sonovision cabinet projectors, bullets, uniforms and other naval equipment.