Boxoffice (Jul-Sep 1939)

Clipper Ship Caravan For Paramount Plug Hollywood — An exploitation caravan for Frank Lloyd’s “Ruler of the Seas” will be dispatched by Paramount for an 8 500-mile tour of the United States, September 13. A fleet of trucks and trailers will carry a three-masted clipper ship, 67 feet long; a second ship, replica of the first steam vessel to cross the Atlantic; two special buses in which film players will be transported; a five-ton supply truck, an advance truck and two sedans. The equipage, known as the “Hollywood Rulers of the Sea Caravan,” will visit more than 500 cities and towns during the six-week tour. The ships, actually seaworthy, will travel by water on the Great Lakes, Missouri, Ohio and Mississippi rivers. Stunt will commemorate the 101st anniversary of the crossing of the Atlantic under steam.' power for the first time. Itinerary includes Salt Lake, Denver, Omaha, Kansas City, St. Louis, Des Moines, Minneapolis, St. Paul, Milwaukee, Chicago, Detroit, Toledo, Cleveland, Rochester, Pittsburgh, Wheeling, Memphis, Baton Rouge, New Orleans, Dallas and scores of other stopovers. "In Name Only" Tied In With Ohio State Fair Columbus, Ohio — A tieup with the Ohio State Fair, asking visitors to identify themselves, worked out with the aid of the Columbus Citizen, highlighted a campaign by Harry Schreiber, manager of the Palace here, for RKO’s “In Name Only.” The theatre gave the Citizen a blowup of a photograph of some visitor snapped by the paper’s cameraman and five pairs of theatre tickets daily. Those identifying themselves received passes for the picture. The paper also devoted a news column to the film. Another feature included a “Man on the Street” program by Station WOOL, which asked the question “What Should a Woman Do Who Suddenly Discovers She Is a Wife ‘In Name Only.’ ” Passes were awarded to those questioned. Campaign lor "Citizen" Around a Racing Car Salt Lake City — Paramount’s “Our Leading Citizen” is being built up here around a lobby display in the Utah Theatre featuring Ab Jenkins’ speed car of a few years ago. Jenkins recognizedly is Salt Lake’s leading citizen, as well as one of America’s foremost automobile racers. Test Hedy's Appeal Indianapolis — For “Lady of the Tropics,” Ward Farrar, manager of Loew’s, and Harold Marshall, M-G-M exploiteer, conducted lie detector tests of leading bachelors and young married men to determine their reaction to Hedy Lamarr. Cleveland Costume Party For "The Wizard of Oz" Cleveland — More than 100 children of Greater Cleveland participated in a “Wizard of Oz” costume party staged by Milton Harris, director of publicity for Loew’s Theatres, in conjunction with the city recreation division, the News and the State and Stillman theatres. The story of “Oz” appeared in the News daily for two weeks, with characters from the picture featured. Contestants were required only to register with their playground instructors, or if not connected with any of the playgrounds, applications could be filed with the “Wizard of Oz Masquerade Editor” of the News. ’The contest was limited to boys and girls ranging in age from six to 16. One of the stipulations was that all costumes had to be made by children or parents. Rented costumes were barred. Prizes consisted of a new dress or suit for first prize winners. Clever Newspaper Series To Sell "Livingstone" Marinette, Wis. — The Fox Theatre here plugged “Stanley and Livingstone” with a series of daily newspaper advertisements captioned with such words as “Reward,” “Discovered,” “Lost” and “Found.” The same house used comments from “the most hardboiled critics in town” who “see more than 100 movies each year,” to advertise ‘"The Man in the Iron Mask.” Quoted in the ad were Marsha Johnson, cashier at the Fox; Herb Newman, projectionist, and John Gillis, janitor. Promotes Full Page Ad To Plug "The Women" Kenosha, Wis. — E. R. Brennan, manager of the Kenosha Theatre, promoted a full page newspaper advertisement to help plug “The Women.” Seven merchants, not including the theatre, cooperated in the advertisement, which was captioned, “Tomorrow is Kenosha’s Greatest Shopping Day for ‘The Women.’ Planned for Women — in honor of the Great Metro-Goldwyn Picture, ‘The Women.’ ” They Learn How Salt Lake City — “Good Girls Go to Paris” was screened at the Utah Theatre for a group of waitresses and manicurists, with costumed girls passing out heralds on the picture. Spot Wrecked Plane Salt Lake City — A plane which crashed near here some time ago was spotted at the Utah Theatre to draw attention to RKO’s “Five Came Back.” And it did. Daughters Counted Harrisonburg, Va. — Families with four daughters were admitted free to the State Theatre here by Manager Jack W. Fretwell for the showing of “Four Daughters.” VERYTHING bespeaks Gotbam gracious living • • • its spacious rooms. economy The Gotham Ava. at 55»h St. N EW YORK CITY . ■< hA w;' Under the same Management as The D rah c CHICAGO TheBlachstone CHICAGO The Evanshire EVANSTON. ILL. Thelouin house LOS ANGELES A. S. Kirkeby Managing Director BOXOFFICE : : September 9, 1939 91