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the patronage of the Royal Family. Government officials, the oak er diplomatic corps, art, society and theatrical notables attended.
Marcel Prevost, of the French Academy, delivered an address. The proceeds of the showing were turned over to one of the late Queen's pet charities,
Murray Silverstone's live-wire gang in England came through with a comprehensive cempaign that utilized all avenues of promotion under the supervision of Francis Meynell, publicity director. There: were pictorial spreads and stories in all the national magazines and newspavers; ticups with stores on Mickey Mouse merchandise; the first of a series of radio broadcasts; and all-Disney programs and special showings in hundreds of theatres led by the Tatler Theatre in London.
Tvidence received at Home Office amply testify to the intensive efforts of our distributor in Poland, f.. Fieminger, in directing the . attention of public and press to Mickey's anniversary via special letters to exhibitors, attractive heralds, newspaper publicity, etc. — all carefully planned and executed by Miss J. Rotwandowna, who is
Mr. Fleminger's right-hand "man" when it comes to exploitation, Incidentally, Miss Rotwandowna's consistently excellent campaigns on behalf of United Artists pictures in this territory,are proof positive that showmanship. knows no sex — the female of the species is just as enterprising and energetic as the malet
Jumping from Europe to Central & South America, we find that the U.A. forces from Cuba clear down to Argentina saw to it that Mickey got
a rousing reception on his birthday. In Panama, which is supervised
by Harold Sugarman, a six-day Mickey Mouse puzzle contest, with 50 prizes contributed by local merchants, was the highlight of the campaign. And Mr. Sugarman reported that as a result of the théntres i his territory being booked solid for the Disney shows, he did almost seven times his average weekly business during the birthday weekl A remarkable record for which Mr. Sugarman deserves a salvo of applause.
In Argentina, Guy Morgan, general manager, personally supervised the campaign in Buenos Aires. A tieup with Critica, important newspaper, in conjunction with a special Disney show for 2,000 orphan children
at the Monumental Theatre; distribution of thousands of Mickey birthday pins; a nationwide radio broadcast; plus plenty of newspaper space all contributed to making the territory Mickey Mouse birthdayconscious,
Ags a result of all this activity, Mickey is more firmly established than ever before in the hearts of moviegoers the world overt
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REMEMBER WALT DISNEY'S BIRTHDAYS
Walt Disney will celebrate his 34th birthday on December 5, It's a timely opportunity to obtain for this modest, unassuming genius of the screen, who has brought so much laughter and happiness into the lives of millions of film fans, editorial tributes and government honors that he so richly deserves$
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