Canadian Film Weekly (Aug 19, 1942)

Page 6 SUGAR rationing? Well, just pick your favorite substitute! Ralph Tiede of the Century theatre, Trenton, issued small folded pamphlets, the outer page reading “Are you looking for a substitute for sugar?” The inner copy advised the reader to visit the cool Century theatre, where ‘You are always assured of seeing a “HONEY” of a show.’ It also informed the reader of “Some other sweet numbers to suit anyone’s taste,’’ namely the features playing the following week. A local cleaner shared the cost of this folder by carrying an ad on the back page. These folders were handed out at the theatre, placed in several restaurants and distributed to homes. AX (BOB HOPE) PERLEY in his new surroundings at the cool Midtown, Toronto, was quick to recognize talent on the home grounds. After showing the advance trailers on “Sleepy Time Gal,” Al plugged the picture via the P.A. System and announced that two of his talented usherettes would give out personally the music they had just listened to on the trailers. One of these gals is an accordionist and the other a songstress. They got their audience really warmed up and everybody went to town singing ‘‘Sleepy Time Gal.” The whole idea was very spontaneous, likewise the applause—in fact Al expects to keep his audience singing for the rest of the run. No use talking, Bob, or we should say, Al, that Muskoka Sunshine sure is worth its UA to Release Frank Buck Film A releasing deal has been negotiated by Gradwell L. Sears, VicePresident of United Artists, and Jules Levey, representing Mayfair Productions, whereby United Artists will distribute Frank Buck’s “Jacare,” a wild animal picture filmed in South America, deep in the wilderness of the Amazon River Valley. After many months of exploration and untold hardships, the expedition recently returned to this country, and “Jacare”’ is now being cut in Hollywood. The film will have a commentary by Frank Buck, and both Mr. Buck and James Dannaldson, the star of the film, will appear in the prologue and epilogue now in production. Otho Lovering, remembered for “Stagecoach” and Foreign Correspondent,” is supervising the editing of ‘“Jacare.” Tom Lennon wrote the screenplay and narration, and United Artists will release the film early in October. = = x SUD Canadian FILM WEEKLY CONTRIBUTED BY CANADIAN SHOWMEN FOR CANADIAN SHOWMEN Contributions to this column will be greatly appreciated from any member of the motion picture industry, from coast to coast, whether he has chain affiliations or is strictly independent. Address all letters to “What Did You Do?” c/o Film Weekly 21 Dundas Sq., Toronto, Ont. A VERY novel display was hung in the lobby of the Granada Theatre, St. Thomas, for ‘“Blondie’s Blessed Event.’”’ Bob Thomas, that up-and-coming assistant, arranged a set of diapers, alternately with pictures, cut out from a one sheet, some of the pictures being pinned to the diapers. These with other baby garments, were strung in the lobby several days before the engagement. When the picture broke the “diaper display” was transferred to the back of the marquee and over the box office. This caused much comment. A window tieup was obtained with a baby clothes shop. A one-sheet and 11x14’s were shown in the window and the shop in turn gave a complete set of baby clothes, which were well displayed in the lobby around stills of ‘‘Blondie’s Blessed Event.” On “Remember Pearl Harbor” a six-sheet was displayed opposite the City Hall for a full week in advance. 22x 28’s were displayed in hotels, train depois and store windows. A huge aeroplane the size of the entire marquee, used on a previous occasion, was repainted and displayed on] top of the marquee. A false box office front was used to represent a machine gun emplacement with sandbags. These were borrowed from the army. A display of Lewis guns, sandbags, trench mortars, British rifles and helmets, German guns and rifles, gas masks, blank shells and cartridges were set up against a “Remember Pearl Harbour” background. This was there for the “Saturday Nighters” and received a terrific amount of attention. Extra space in the Times Journal was obtained in connection with a “Remember Pearl Harbour” parade in which the Reserve regiment (100 men) marched to the theatre at the invitation of the management. This thrilling and timely display was assembled without any cost to the theatre and will gain much good will. * % * ers PATTERSON, Regent, Creighton Mines, got a snappy advance teaser ad on “Twin Beds.” Copy read: “The Funniest Thing on Eight Legs.” Doug had pu-lenty of inquisitive callers. N “40,000 Horsemen” sob Berezin, Elgin Theatre, Ottawa, used daily radio spot announcements in conjunction with his newspaper campaign. An attractive marquee, featuring suggested catchlines, helped materially in attracting passers by. The Australian High Commissioner and Australian airmen attended the first showing of the feature. This resulted in a social column note. For “South American George” Bob had a very catchy ad in the daily papers along these lines— “Can’t stop laughing long enough to make up a regular ad” etc. Night club orchestras plugged the songs from the picture, all for a couple of passes. * * x M** PHILIPS, Regent, Sud bury, made up an attractive attention-getting lobby set-piece on “Secret Agent of Japan,” using green gelatine inserted in the Jap’s eyes and flooding the whole display with green spot which gave a very weird appearance. Max is also using a _ rickshaw street bally on this feature with copy: “Closed lips do not betray secrets to the enemy.” To cool things off a bit, Max plugs the air conditioning in this manner: “Escape the heat and enjoy a cool show at the Regent theatre.” A cutout Penguin standing on a block of ice was made to spot on the theatre front, along with appropriate copy. Spot lighting lobby display with blue and green colors helped emphasize a cool atmosphere. * * * N the “Kennel Murder Case” Ernie Reid, Bob Brown’s right hand man at the Vanity, Windsor, distributed giant window cards and stunt heralds throughout the city. The heralds displayed a thread, tying up with the solution of crime in this picture. Through the newspaper he conducted an amateur sleuth contest, giving out passes as prizes. For “Atlantic Convoy” a street gag was used, consisting of a young man in a sailor’s summer uniform, and carrying a card with copy: “Shipmates, Convoy your Girl to see the Action Spectacle of the year ‘Atlantic Convoy,’” etc. August 19th, 1942 pas HARRISON in the Capitol Theatre in Cobourg comes forth on “No Greater Sin,’’ with an advance preview for the civic and health Official, who were so greatly impressed that they paid for an ad in the local paper urging the people to attend and endorsing the film. Pete covered every surrounding town with onesheets and window cards and distributed heralds throughout the town and district. He ran special ads as laid out in the regular campaign. All the beverage rooms, and public lavatories were posted with cards. All local industries allowed Pete to insert a small card in every pay envelope in advance. The local paper, after the screening, came out with an excellent editorial urging the public to attend. Several of the local preachers at the screening were greatly surprised with the film, according to Pete, and recommended it to their flock. te ws th x sed ILL CUPPLES, Grand, Sudbury, used advance teaser ads in the daily papers for ‘Suez.” Special heralds were distributed in the form of facsimile newspaper with illustrations, tying in war action around Suez. This herald proved to be very effective. M e ° ° usic Big Thing | A ey n Bambi Music, always a vitally important factor in any Walt Disney film, plays a stellar role in ‘‘Bambi,’ Disney’s newest full length Technicolor production, which marks his first venture into the field of popular literature. All of the elements of beauty, love, romance, excitement, and pathos which go to make up the eloquent and moving story of “Bambi,” a “book of the month” best seller by Felix Salten, made it possible for the Disney composers to use music as a potent, if unseen, performer. “Bambi’s” musical heritage is rich. The late Frank Churchill, whose themes are touched with the same magic which dusts the Disney characters, was responsible for the unforgettable music of “Snow White And The Seven Dwarfs.” Edward Plumb, who arranged most of the ‘“Bambi” music and was responsible for some of the main thematic material, was the studio musical director on “Fantasia.” * * * Reestablishing in Hollywood a team responsible for some of Europe’s outstanding musical films, Gregor Rabinovitch, United Artists producer, has signed Jan Kiepura, Polish singer, to a twoway play and picture contract. &