Canadian Film Weekly (Mar 25, 1942)

Page 6 RNIE WARREN, Midtown, To ronto, did a bangup exploita: | tion job on “You're in the Army Now.” Working through the District Recruiting Headquarters, he arranged many tieups. Highteen recruiting stations were bannered, including the main station at the City Hall. Two bands were promoted on different days. They played several numbers out front and finished with ‘‘You’re in the Army Now.” For three days the show got yadio comment over CFRB and CKCL. An army weekly with a 5,00C circulation carried copy. All men enlisting during the run were offered passes. The Liberty radio show gave it a grand plug and all Ontario News Agency trucks carried banners. The theatre displayed covers of three magazines handled by the agency which featured Jane Wyman, star of the picture. Found space on all cafe menus in the district with copy on the Midtown ‘screen menu.” The daily paper critics reviewed the picture as a first run. There were scene cuts, readers, placards, lobby display, big and patriotic front, stage neon letters and other good ideas. It wound up a big week at the boxoffice. nt ok * RED THOMPSON, of the Rex, London, for Kay Kyser’s picture “You'll Find Out,” used a P.A. System outside the theatre plugging several of Kay’s songs. Fred received plenty of favorable comment on same. * es a pa police of Orillia held a benefit game, giving the proceeds to the Salvation Army. Les Vicary of the Opera House in Orillia, hot on: the ‘trail, had the -presentation of the cheque for $816.54 made from his stage on’ Friday night, thereby booSting. .business considerably. * cd = HARLIE SMITH of the Royal 4 in Sudbury, on “Trail of the Lonesome Pine,” had a™pine tree’ mounted on top of the marquee with copy alongside on special display boards. Threw a spotlight on it at night. For “The Great Waltz,” he had window tie ups with music stores and florists in the downtown ‘shopping area. Phone calls to the schools and music teachers stressing the music angle, Fifteen minute radio program featuring music from the picture. Nice work, Charlie. * * te OB MARTIN of the Cinema, Toronto, held a ‘Ghost Week.” He had a walking bally out front picketing. Special cobweb effects in front display cases, with blue lighting effect. A cutout of a house with three floors carrying horror copy (“Stranger on the Third Floor.’’) id =o a ¢ re 1 is very funny how a change comes over so many theatre managers after a period of time. When a man is new he asks how to do this, and if he can do that, everything he does is to show progress. On the other hand, a lot of fellows, after a few or more years, claim they cannot do this and are not allowed to do that. Why this transformation? When a fellow, after a number of years of working in a theatre, achieves what he believes is his goal, that of a manager, he should realize that he has only started to work. I remember not long ago a speaker who, in talking to a Graduation class, when giving out the diplomas, said: “This sheepskin proves nothing except that you have the right to practice as a lawyer, but it does not make you a good lawyer or a poor lawyer. That depends on you!” And so with the theatre manager. He is only a good manager if he works. His position alone is not sufficient for him to be called a “Theatre Manager.” e be = T last we hear from our oldtimer Jack Alexander of the Brock Theatre, Toronto, the “exBristol Boy Scout.” A Toronto soldier on leave in Manchester was asked if he knew Jack Alexander. On answering yes, the man said: “Well, he and I were Boy Scouts together in Bristol!’’ Small world we call it. (This actually happened.) Jack arranged a little show including ‘Million Dollar Baby,” Marx Bros. in “The Big Store,” along with Bob Hope and Abbott and Costello single reels. He pushed out a few thousand heralds appealing to the public: “Are You Sick? Are You Dizzy — Tired — Lazy — Run down — In Love — Do You Want To Forget Your Troubles, etc., etc.,’”’ plugging the laugh angle. In the lobby of the theatre he offered FREE KISSES (candy, of course) to all male patrons from “The Million Dollar Baby.” Front displayed for the event—results were very good. Nice work, Jack. Dont’ make it too long until we hear from you again. % % a Bez BEREZIN of the Elgin, Ottawa, is getting co-operative ads with a large department store, also having a tie-up with them on Main St. with window display cards and lobby tieup. He is having a contest with this store next week. The store is giving away merchandise credit notes of $15.00, $10.00 and $5.00, and also taking care of the advertising, with Bob contributing a few passes. Canadian FILM WEEKLY AX PHILLIPS of the Grand, Sudbury, used a vacant store (with permission, of course) right in the heart of the business district. Set up a giant cutout on “Gunga Din’ two weeks in advance. Also two 6 sheets with colorful figure fronts. Posted attractive cards on Mine Bulletin boards, as well as in the usual locations, not forgetting the beverage rooms, billiard halls and all gathering places of the miners Hope you mined the results of your campaign, Max. % * * ARTIN WHITE of the Com munity, Welland, on “It’s A Wonderful World’ had _=e special cards printed and clipped to menus in the different restaurants Martin also played “The Great Waltz” and found that it still brings the old ones back into the theatre, plus many new ones. Bo s + EN HERBERT of the Centre London, entertained 50 of the local Navy boys who paraded through the downtown section to the theatre for a late matinee. oe = * Rea TIEDE of the Geneva, Orillia, had two guinea pigs put on display in a downtown store, with card naming them as Olsen and Johnson, etc., in “Hellzapoppin’.” Also special heralds with Hitler copy in connection with the same picture. * % id Hes another snappy and very timely idea from Bob Berezin of the Elgin, Ottawa. One which I’m sure many of the other managers will be glad to use. Bob tied up with the Imperial Taxi Co., having banners made for their taxis with the following copy: “It’s patriotic to save rubber and gasoline. Ride together and save in an Imperial taxi to see ‘The Lady Is Willing’ with Marlene Dietrich and Fred MacMurray now at the Elgin Theatre.” As you know taxis travel all over town and will advertise in places where you can’t get cards or 24 sheets. He also placed a card in the lobby reading, “For Fast and Courteous Service call Imperial Taxi. Phone—” > cd * OR the feature ‘Ice-capades,” J. S. Smart of the Capitol in Port Hope placed two _ sheets in vulnerable spots at the skating rink for two of its busiest nights. He also arranged with the best lunch room in town to place two of the programs underneath the glass at each table. A splendid ap petizer, I call it. a ‘March 26th, 1942 Wenn always giving space to Harland Rankin of the Centre, ‘‘Chatham’s Newest and Loveliest Theatre.”’ And he always deserves it. He’s a right lively fellow who keeps the ball of public interest rolling. This week Harland and his staff have offered blood donations to the Red Cross. They issued a special bulletin inviting the citizens to join them in this effort. The bulletin is sponsored by a style shop which offers ten per cent off to customers who join the ranks of the blood donors and the theatre is willing to hand out 50 passes to the first 50 people who make the same sacrifice. The work is catching the imagination of the public and winning plenty of praise and publicity. Harlan is preparing warnings against Fifth Columnists, asking the people to keep their lips buttoned on military news, with theatre copy attached. In the ladies’ rest room he has established a Gum Depository receptacle, with a request that it be used. This novel idea has excited comment. In the lobby there is a display for the Red Cross paper scrap appeal. An easy-saving device is being demonstrated, the details of which you can get by writing him. Opportunity Night, a radio tieup at which participants are Ziven watches for prizes, is going strong and has a large sight as well as ear audience. It takes the air from the theatre stage. The listeners vote by mail for their favorites. Harlan got 700 letters last week, many of them petitions with a list of names attached. He sure keeps pounding the ball and getting results. Do likewise. Fox's ‘Coney Island’ George Montgomery has been assigned to the male lead in “Coney Island,” it was announced by 20th Century-Fox and William Perlberg is listed as producer of the film. III HEATING AND VENTILATING CONTRACTORS AND ENGINEERS “ wee PA CN TG AE OOO IO TI le