The Exhibitor (Jun-Oct 1939)

THE EXHIBITOR Number 34 of a Series: MELVIN KOFF Operating the DARBY THEATRE Darby, Pa. "After having read the many nice things that a lot of my fellow exhibitors have said about THE EXHIBITOR, I think it only fitting to add my mite of praise. "For me THE EXHIBITOR fills a great void in industry’s trade paper field. I feel that it puts the many problems of the industry fat my finger¬ tips’.” Nearly every Exhibitor reads THE~~EXHIBITOR! "Dead Men Tell No Tales” Worcester, Massachusetts Manager Bob Portle and assistant Ed Dolan got several good touches into their campaign. They obtained a horse-drawn hearse with a pine casket to traverse the streets, appropriately labeled. Three thousand blotters with reversed printing, with instructions to hold up to mirror, were distributed to offices and stores. Manager Portle did the unprecedented in getting before 800 pupils at Junior High School for talk, mentioning film prominently. Walks were sten¬ ciled, four automobiles made the rounds with unique banners and 3 0 display window tie-ups were arranged. "Eravamo Sette Sorelle” Providence, Rhode Island This Italian language comedy with music, Uptown, was launched to good business after a campaign arranged by Henry Annotti and directed to the Italian speaking audience. Win¬ dow cards were displayed in Italian neighbor¬ hoods and 5000 heralds were distributed from door to door. For four days in advance of en¬ gagement film was plugged by Lieut. Antonio Pace on regular Italian hour on WPRO. "The Mikado” Harrisburg, Pennsylvania. Manager Bob Sidman’s campaign at the Senate featured a stunt with the Harrisburg Telegraph to admit free 2 5 blind persons to the Universal version of the opera, emphasizing the idea that “you don’t have to see it to enjoy it.” News¬ Mentlik Travels (Continued from page 13) “Around The World in Eighty Days.” Hey, chief, howzabout an editorial campaign to that effect? ? ? ? Love and Kisses Your New York Correspondent, Lew Mentlik. P.S. Say, boss, I almost forgot to thank Wingart, Sauer, Chambliss, Gaynor, Roge Ferri, Robinson, et al. for one grand time (it may be a bit redundant — but it’s for the record). Charlie McCarthy went to town on this job and he had excellent help from all the boys with a few extra bows to Rodney Bush who led the advance guard in Springfield and built the town’s reception into one of never-to-beforgotten magnitude. — L. S. M. (Editor’s Note:) Not only did the " Young Mr. Lincoln” Springfield premiere set a high water mark in " traveling open¬ ings,” but it again brought to the fore the much overlooked fact that the stars and their public are mutually dependent upon each other. Because of the affability of Cesar Romero, Binnie Barnes, Arleen Whalen, Eddie Collins, it’s a foregone conclusion there won’t be many of Springfield’s 80,000 per¬ sons who will want to miss the next films in which any or all of these players will appear. The junket, as a whole, was a most highly satisfactory affair from any angle considered — for Twentieth Century-Fox it was money well spent; the press received a first hand example of an average movie community; the public saw that stars are "just as regular” as the next door neighbor; the stars, by their glimpse of public adula¬ tion, received an incentive to do better work. There may not appear to be tang¬ ible benefits, at first, from trips of this sort, but there’s no getting away from the fact that there should be more of it for the benefit of the entire motion picture in¬ dustry. paper played the story from a human interest angle. Tying up with Coca-cola, the Senate posted signs at soda fountains which read "Seeing the Delightful 'Mikado’ Reminds us to Suggest a Cooling 'Ko-Ko’ Cola.” Free tickets were given to persons on "Man on the Street” radio broad¬ cast who could name five tunes from the opera. Special cards announcing the engagement were mailed to members and patrons of civic organi¬ zations. Melodies in the picture were played up in newspaper ads, while a tie-up with Kenny Baker was arranged with WKBO for Jack Benny radio program. SYDNEY PRIDE OF AUSTRALIA” THE BEST TRAVEL FILM FOR 1939 Janies A. Fitzpatrick KEEP FAITH WITH YOUR PATRONS, BY USING . . . June 7, 19)9