Showmen's Trade Review (Oct-Dec 1949)

20 SHOWMEN'S TRADE REVIEW, November 19, 1949 'Fallen Idol' Premiere Aids Prescott House Distinguished royalty, society, political and theatrical notables attended the gala New York premiere of Selznick Releasing Organization's "The Fallen Idol" at the Sutton Theatre last Monday evening for the benefit of the Prescott Neighborhood House. The premiere committee used the motif, "A Night in a London Theatre," and all the atmosphere of a typical evening at a British theatre was faithfully reproduced. Prominent socialites formed a "queue-line" outside the theatre before the performance while others acted as "buskers" (entertainers) on the sidewalk. Debutantes portrayed tea girls and usherettes and there were the usual old flower girls selling violets and newsboys hawking editions of the London papers especially flown here for the occasion. More than $25,000 worth of banners, coats-of-arms and other material were used to re-decorate the theatre for the eventful night. Arthur Treacher, popular stage and screen comedian, added a humorous note by posing as a London "bobby," and maintaining "law and order." The picture, which Carol Reed produced and directed, began its regular engagement at the Sutton on Tuesday. Hibbon Ciue to Film's Title Small yellow ribbons in the hair of the cashiers, usherettes and candy girls at the Community Theatre in Morristown, N. J., was the only clue given to patrons, starting three weeks in advance of playdate, to obtain free passes by guessing the title of the coming feature, "She Wore a Yellow Ribbon." A 40x60 lobby card announced that the women employes were wearing a clue to the title with offer of passes to those guessing it. The girls wore the ribbons until advance paper on the picture was posted. Those who guessed the title and those who didn't aroused much public curiosity and word-of-mouth publicity. Stunt was the idea of Reade Theatres' Morristown City Manager Ralph Lanterman. ^Columbus^ Area Premiere Notes From Syracuse, D. and Tampa One of J. Arthur Rank's biggest bids for the American market — an extravagant Technicolor recounting of the discovery of this land, with American performers in the starring roles — hit the screens in area premieres on Columbus Day. The salesmanship used in launching this L'niversal International release, "Christopher Columbus," worked against a background of quite different situations, yet in none could the film fail to have special significance. Take Washington, for example. That city is in the District of Columbia, named for the great explorer and now the governmental seat 'BATTLEGROUND' TAKES OVER BROADWAY. At the same location where "The Big Parade" of World War I vintage was a sensational success 25 years ago, MGM's "Battleground" made its bow on Nov. 10 in one of the most glittering premieres Broadway has seen in a long time. The giant theatrical sign, which rises 96 feet above the Astor Theatre marquee, may be seen at the upper left, while at the lower left is a view of the front with its military face-lifting and premiere-night crowds filling the street in the brilliantly-lighted vicinity. Photo at top right shows recruiting poster and display at the U. S. Army Times Square recruiting station. The posters, incidentally, were spotted throughout the metropolitan area. Getting together for a moment of levity (bottom right) are (1-r) MGM Executives Si Seadler, advertising manager; Charles C. Moskowitz, vice-president and treasurer, and Dore Schary, vice-president in charge of production, and producer of "Battleground." of his "New World." In connection with the film's engagement at RKO Keith's there Universal Publicist David Polland tied in with a most prestigious organization, the Pan American Union. The film was shown — to a formal dress gathering including Ambassador Sir Oliver Franks of Great Britain and high representatives of all the American republics — at the Union's annual celebration. As one local newspaper observed, "Never in the fanciful history of motion pictures was there a more appropriate setting for the premiere of a film." Or take Tampa, Fla., which has a large Latin section called Ybor City, a sort of symbol of the Americas and of their discovery. Manager Elmer Hecht of the Park there focused part of his campaign around Ybor City in ways to catch both its own population and that of the rest of Tampa. He tied-up the largest Spanishlanguage newspaper for seven advance daily picture stories, climaxed by a threecolumn page one cut on opening day. Fifteen Ybor City merchants were persuaded to tie in with the Tampa Daily Times for publicity and a full-page ad on special sales celebrating Columbus Day and the Columbus movie. Nor did Hecht forget Christopher's place in the schools. He arranged screenings for all the teachers and then instituted morning matinees for which children might be excused from school. The result, he says, was literally thousands of paid admissions, wonderful public relations, and a plan he thinks could be generally adopted throughout the country. Letter Sent to Schools Is Syracuse, N. Y., less touched than those other cities? Unlike them it is a northern site and central in the nation's most polyglot state. This beginning of the American legend, Dick Feldman of Schine's Paramount found, was welcome material for the Polish Nezvs and the Jewish Chronicle as well as the regular dailies, and the film, of course, was strongly plugged by the Knights of Columbus and the Daughters of Columbus. A letter commending it, too, was sent to the schools by the Children's Council for Better Pictures. Thus were welcomes prepared for "Columbus" in three picture ports. Models enough they are, but, we suspect, only starting points for many an explorer showman. Lobby 'Murder Case' For 'Scene of Crime' For "The Scene of the Crime" at the Massena, Massena, N. Y., Manager Les Coulter followed up the lead of Look magazine's "Photocrime" by borrowing furniture and a mannequin from local dealers: The mannequin was covered, all but feet and head, with a sheet. Patrons were invited to solve the murder from the different clues appearing about the "corpse" in the lobby. Only three identified the murderer, but the stunt got valuable publicity for the film.