Boxoffice (Jan-Mar 1945)

MAMA AND BABY BEAR — Minnie, performing: brown bear who appeared in “Road to Utopia,” looks dotingly at her newborn cub held on a sheet by Doris Lawler, Paramount exchange employe at Boston. The cub, seven ounces in weight at birth, was named Bob Hope for the film star. Minnie went on with her act the same day at the Sportsmen’s Show in Boston. Bill, the papa bear, drank two bottles of beer, and took the rest of the day off. Paramount Publicist Arnold Van Leer and Floyd Bell, free-lance tub thumper, saw to it the photo stunt made all local dailies and national newsphoto services. Group Ads Promote "Family" Showing TROY, N. Y. — The Lincoln here arranged an arresting advertising tieup with six local stores and the local newspaper to exploit “Three Is a Family.” Establishments catering to the wants of children ran insertions opposite the theatrical page, the copy being spotted around a special ad by the Lincoln. The Times Record layout had as caption, “ ‘Three Is a Family’ Starts Tomorrow . . . Lincoln Theatre . . . You Will Find Everything You Need for That Mister, or Miss, in the Stores Listed on This Page.” Each of the double column store advertisements called attention to the fact “Three Is a Family” was opening at the Lincoln. One striking insertion was captioned: “Husbands of the World Unite! ... No More Washing Diapers!” The advertisement, illustrated by a picture of a pipe-smoking man washing a diaper in a machine, read: “We don’t mind cooking or doing housework while the wife is doing war work. Nor even getting in all the hot water taking care of babies that Charlie Ruggles does in ‘Three Is a Family,’ Broadway’s Howling Stageplay, Starting Saturday at the Lincoln . . . But Washing Diapers Is Too Much! Especially when the Rocka-a-Bye Dydee Service does the work so quickly, efficiently and inexpensively.” Another advertisement, contrived to catch the eyes of readers, offered free portraits of children under six years of age, to be taken every afternoon between 2:30 and 6 p. m. by a photographer of Babyland Studios at the Lincoln during the engagement of “Three Is a Family.” The insertion, illustrated with a picture of a baby, stated that children would have to be accompanied ley an adult attending a matinee. Style Tieups Aiding Through a tieup with California Authen tics, featuring McCall patterns, photo counter cards showing California dress styles modeled by stars from “Hollywood Canteen” are being distributed in 1,800 retail outlets in the U.S. and Canada. These are timed for arrival in many spots where the picture has not been shown as yet. Advertising mats are being sent to leading department stores for use in local newspapers. Dignified Period Window Attracts Wide Interest We have received a photograph of an interesting window placed in a local department store by Vic Meyer and Gar Moore of the Orpheum, New Orleans, to attract attention to “A Song to Remember.” The idea can better be described than by reproduction of the photo. Two shadow boxes containing kodachrome enlargements of scenes from the film were placed at each side of a dignified display of furniture, apparently Polish pieces of the Chopin period. The display accentuated the dignified opulence of the film production and created widespread interest, not only among the general public but among other store executives who asked Meyer and Moore to arrange similar displays in their windows. Second Week Promotion For "St. Louis" at College NEW HAVEN — Sam Suboff, temporary manager at the College here, has been making hay even on holdovers. For the second week of “Meet Me in St. Louis,” he arranged two co-op ads in the nearby Bridgeport Herald, got two girls in period dresses to ride a tandem bike around the town, ran a contest at Hillhouse High on “What Are You Going to Do on V-Day” for book and guest ticket prizes, used recordings from the picture in a hookup to play over the boxoffice, ran a song title guessing contest over WNHC and tied up on gift shop, valentine, music and what-have-you windows about town. 20-Window Tieup Is Set KANSAS CITY — Lawrence Lehman, manager of the Kansas City Orpheum and Gil Canfield, RKO exploiteer, achieved something of a showman’s dream by obtaining window tieins in 20 windows of the John Taylor Dry Goods Co., one of the city’s largest stores. The picture exploited in this big window layout was “Woman in the Window” and it was, of course, only a part of a strong campaign which produced healthy grosses Lehman spotted a strong advance newspaper campaign in which local law enforcement officers were challenged to solve the mystery of the film at a special screening. Debate on Nazi Kids Aired for "World" SPRINGFIELD, MASS. — The showing of “Tomorrow the World” at Loew’s Poli Theatre was backed by a citywide publicity campaign staged by Manager George Freeman and his assistant, Sam Horwitz. Personal appearance of Skippy Homeier nine days in advance of opening netted otherwise unprocurable space in Springfield papers. Four art breaks were landed, one in advance and others of shots taken locally, plus six stories, during and day after visit in Springfield. A special screening was arranged nine days in advance of opening for members of the Motion Picture Council and members of newspaper and radio staffs. The council recommended the film for adults and children, participated in a radio roundtable and discussed the picture at a general meeting. A five-minute talk about Skippy Homeier over WMAS “Morning Shopper” program was set for two days before the opening and full theatre plugs were given. A rave review over WMAS of “Tomorrow the World” was promoted on the “To the Ladies” show. The day before opening WMAS carried a discussion on “What should be done about Emil Bruckner in ‘Tomorrow the World’ and the 12,000,000 postwar Emil Bruckners?” Participating were members of the press, radio, churchmen and council members. On opening day, a ten-minute radio program over WSPR consisted of interviews of people who had just seen the film at Loew’s Poli in which they gave their opinions on the film. A Polish newspaper, Nova Anglia, carried a specially written feature story about Rudy Wissler and his fight with Skippy Homeier. The angle of the Polish boy handing a beating to the Nazi kid drew Polish readers. A 40x60 was used out front and in the lobby carrying a letter from Skippy Homeier thanking Springfield for his kind treatment here, and expressing hope that Springfieldites won’t think of him as the mean kid he appears to be in “Tomorrow the World.” Window cards reading “Tomorrow the World will be a better place in which to live, if you buy bonds now,” were planted with the line, “Protect the American Family.” A booklet on the film was circulated by restaurants, cigar stores and newsstands. IN THE NEWSREELS Movietone News, No. 46: Manila freed; Pacific fleet task force; V-mail; Millrose games; zoo mascot for Red Cross. News of the Day, No. 244: MacArthur's triumph; President of Philippines; China Sea; V-mail; mascot for Red Cross; future Miss Maestros; track thriller; ice locks liberty ships; frozen coal tbawed. Paramount News, No. 47: Worst winter in 25 years; V-mail; Axis prison camps; B29 miracle; Manila falls. Pathe News, No. 49: Manila; Formosa raid; China based B29s bomb Siam; new plastic rubber; French salvage gas tanks; Stilwell; V-mail. Universal News, No. 370: MacArthur; Burma railroad bridge; icy Hudson; V-mail; Millrose games. • Movietone News, No. 47: Vandenburg's plan for peace; western front; fight for bridge; Nazi atrocity; liberation; Badgett quads; country fair down under; naval tribute to "Fighting Lady." News of the Day, No. 245: Western front; Vandenburg urges action; DeGaulle sees French forces off to front; American fashion parade; U.S. calls The Voice. Paramount News, No. 48: N. Y. harbor disaster; home front; new China; Vandenburg spurs senate; fashion front; climax in Europe. Pathe News, No. 50: Western front. ~ Universal News, No. 371: Road to Manderley; four becomes six; bonnets for spring; war on western front. • All American News, Vol. 3, No. 121: Beau Jack, exlightweight champ, graduates at Ft. Benning, Ga.; crowds make merry at birthday ball in Washington; personalities in the news — A. E. Meyzeek, Fletcher Martin, Prof. C. A. Liggin; Harlem ration board has tough job; heroes of 92nd division given decorations. 4 BOXOFFICE ShowHiandiser :: Feb. 17, 1945