The Exhibitor (Jun-Oct 1939)

Highlights in Selling Features "Only Angels Have Wings” Harrisburg, Pennsylvania. Much attention was gained in downtown sec¬ tion by warnings stenciled on sidewalks that "Only Angels Have Wings — Watch Traffic Lights,” arranged by manager Johnny Rogers as a highlight of his exploitation program for the Columbia picture. House-to-house distribution of 10,000 numbered tabloids was followed up by a display board outside of theatre with one of the tabloids and list of 100 members which entitled the holders to a pair of tickets. Safe driving principles were called to the attention of motorists by the distribution of 5,000 door¬ knob hangers. Radio tie-up on John Vancronkhite’s daily program featured the spotting of courteous drivers on the streets and then the announcement of their license numbers to en¬ title them to free tickets on identification of the pictures. Syracuse, New York Manager Frank Murphy, Loew’s State, had white card board signs stencilled “I’m on my way to sec 'Only Angels Have Wings’ at Loew’s”. In corner was warning, "Void if bent, folded or broken, good for one admission today only.” At busy hour on opening day these were passed out to any pedestrian, who would carry them down the street to the theatre. Permission was secured from Police Department to hang cards to door handles of parked autos on the street, which car¬ ried picture, theatre, play dates. "It’s a Wonderful World” Watlrbury, Connecticut Manager Ed Fitzpatrick, Loew-Poli, and his assistant George Loukides, went to town. Many promotions included several outstanding window displays on Claudette Colbert fashions and James Stewart men’s wear displays; city¬ wide tie-up with hotels, restaurants, taverns, etc. for a special cocktail named after the title of the picure, a lobby contest consisting of a huge globe, plastered with scene stills, and re¬ volving mechanically, an electric clock near the display, and copy asking patrons to guess what time this wonderful world would stop revolving, guest tickets awarded to first three persons com¬ ing closest to the correct time; a huge banner in the Memorial Day Parade; sale of over 130 tickets to a local lodge getting together a special theatre party; P. A. announcements at the Watertown and Oakville Field Days; magnetic float consisting of sides painted as huge smiling world, float having conspicuous position in the Downie Circus parade. "Captain Fury” Providence, Rhode Island. Hal Roach thriller about colonization in Australia was given good advance campaign by Ed McBride, State, working in conjunction with advance man Floyd Scott, United Artists office. High school dramatic classes and clubs were supplied with dramatizations of the script. Downtown stores had many window displays through tie-ups: Singer Sewing Machine shop had stills of World Fair display and sewing of June Lang’s costumes on Singers; Liggett drug stores combined pipe displays with stills from film; smart Tilden and "Ihurber’s jewelry store exhibited still of heroine wearing jewels; Henry’s Sporting Goods, pictures of Lang with tennis rackets. "Rose of Washington Square” Syracuse, New York. Manager Pat McGee, handling the RKOSchine-Eckel, erected a six foot stop-go sign on prominent down-town corner, with copy "Stop — read this message, Go — to the RKO-Schine-Eckel and see 'Rose of Washington Square.’ ” Cut out roses carrying the date and picture name were hung in hotel lobbies, restaurants and other traffic spots. "Confessions of a Nazi Spy” Allentown, Pennsylvania Local Colonial went to town for the Warner show, with the following highlights as outlined by Milan Todorov, assistant manager. "Being a propaganda picture, we decided to use The Star-Spangled Banner in front of each fea¬ ture. While this is on we have our curtains drawn together. It gives the flag a better waving effect. "We had the sign shop do their best work on all posters and lobby displays; used strong art¬ work that was cut-out, along with cut-out let¬ ters. Strong catchlines and the swastika were used on all the advertising. We hung two attractive silk bannerettes from the mezzanine rail many weeks in advance and moved them to the front of the theatre when picture became current. Had a special 40x60 blow up in back of the boxoffice many weeks in advance and then moved to lobby of our State when the picture became current. "We posted 24-sheets at illuminated stands; used a good sized ad that was very different and original by using four of the best stills and mak¬ ing cuts to fit in the ad. Headed the ad with the following copy: 'It is our American Duty to show it! ... It is Your American Privilege to See it!’ "Directly in front of the theatre we had a man picketing with a sign reading as follows: 'Unfair to Hitler! Confessions of A Nazi Spy!’ "Also in front of the theatre, we had our artist paint the entire sidewalk with big letters spelling 'Exposed,’ and a swastika underneath and one on four corners. This, too is an eyecatcher and is making them stop and getting people to our box-office.” "Dark Victory” Staunton, Virginia Frank Shaffer, Dixie, had these highlights as part of his campaign on the Warner show. Picture was screened for 2S women of the city and county; a cross-section invited; a minister’s wife, doctor’s secretary; hospital nurse; factory worker; waitress; telephone operator; teachers at college, etc. With the comments from 25 ladies in the city, two weeks in advance the selling of this picture to the public was a question of letting them know the theatre and dates; no sales angles were needed to put "Dark Victory” across as a class production. Here is part of campaign as carried out: Tickets printed and turned over to Professional Women’s Club. Window cards printed gratis; benefit sale of tickets. Two teaser trailers used. Midget window cards and 14x22 cards from exchange secured and printed locally; displayed in all stores at no cost, due to the benefit tieup with women of the city. Copies of Life magazine of April 23 were secured from dealer and special front-page printed and placed on these copies. Life was planted In dentists, doctors offices and also beauty parlors and hotel lobbies on the copy. 6*Su f Q ALEXANDER KORDA W/h i presents S A B U <a4 J \f i ir ' ELEPHANT BOY Based on "Toomai of the Elephants by RUDYARD KIPLING RELEASED THRU UNITED ARTISTS June 7, 1939