The Exhibitor (Jun-Oct 1939)

17 Selling Features "Babes in Arms” Wilmington, Delaware — A very pleas¬ ant and accommodating old lady can be converted into a good business booster, providing, of course, she is the grand¬ daughter of the right person and provid¬ ing a manager is on his toes. Manager J. Edgar Doob is one of those kind of managers. When it so happened that Mrs. Eva Milne of Hollywood hap¬ pened to be visiting her daughter, Mrs. Harry Glyer, it didn’t take Doob long to learn that Mrs. Milne was the very proud grandmother of Judy Garland. It so hap¬ pened that Judy, with Mickey Rooney, was on the screen that same week at Loew’s in “Babes in Arms.” So manager Doob arranged to have Mrs. Milne give a little talk over a WDEL and WILM hook¬ up about her granddaughter. He also had her and Mrs. Glyer, who is Judy’s aunt, as special guests. Harrisburg, Pennsylvania — In addition to personal appearance of Ann Rutherford, on day before opening, Loew’s, manager Sam Gilman, exploited the musical com¬ edy by distributing 400 cards in co-opera¬ tion with Coca-Cola firm in city, which paid half of the printing cost. The cards, placed in city and county stores by CocaCola with the words “Ain’t Love Grand! Coca-Cola, Too! Mickey Rooney and Judy Garland enjoying a refreshing drink of Coca-Cola. You’ll enjoy one too! You’ll also enjoy ‘Babes in Arms’ at Loew’s.” Twenty-two Coca-Cola trucks traveled the streets with posters reading “ ‘Babes in Arms’ as refreshing as a drink of CocaCola.” "Mr. Smith Goes to Washington” Allentown, Pennsylvania — Heavy ad¬ vertising and exploitation on “Mr. Smith Goes to Washington” by “Nick” Todorov, assistant manager, Colonial, brought a big patron-response. This included for the lobby: Specially built 8 by 12-foot set piece with attractive 40 by 60 blow-up, stills on each side and a cut-out of the Capitol dome on the top, foot standee and two bannerettes, 40 by 60 blow-up of the newspaper ad, three shadow box displays. On the front: Two large Capitol domes with cut out letters of the stars, one placed at each end of marquee which took care of the title. Stage: Ground roll of stars and stripes in patriotic colors; on each wing a huge November 1 , 1939 cut-out of the Capitol dome, illuminated for the lead of the film and overtures. Posting: Posted 25 24-sheets. Harrisburg, Pennsylvania — Campaign of manager Johny Rogers, State, included banners on news agency trucks tying in with Life Magazine and street bally of six kids with banners “Elect Mr. Smith — Vote for Mr. Smith” on first two days of the Columbia picture. Arrangements were also made to enclose 1000 special telegrams with telegrams sent to Harrisburg on opening day. “Mr. Smith of Washington” was paged at the large city hotels, while telephone calls were made to all the Smiths in the local directory, telling them that their namesake was appearing at the State. "Sky Patrol” Framingham, Massachusetts — High point in the campaign staged by manager Ber¬ nard Stewart, Trimount Theatres’ Gorman, was a model airplane meet held at the Framingham Airport, with more than 1,000 spectators gathering to watch the contestants vie for the Junior Birdman Trophy and the theatre’s merchandise prizes. All winners were given rides in George LaCroix’s regulation ship and the¬ atre passes. LaCroix climaxed the meet with an exhibition flight. The stunt was generously played up in the local press. Interesting is the fact that the press eschewed the mention of Monogram, but generously stated the affair was held “in co-operation with the producers of the film hit, ‘Sky Pilot’.” For the event, Stewart had the complete co-operation of the Chamber of Commerce — with the president and secretary among the contest’s judges — and the airport. A special notice was circulated in all schools (comprising some 15,000 pupils) within a five-mile radius, the notice mentioning the theatre and the picture. "Death of a Champion” Syracuse, New York — Manager Erie Wright, RKO-Schine-Strand, used a novel street bally consisting of parade of six dogs led by their owners. These dogs were all prize winners. Parade was ac¬ companied by theatre employees carrying banners giving pictures, theatre and play dates. "Jamaica Inn” Reading, Pennsylvania — Embassy, Paul E. Glase, tied up with all bookstores of the city for displays in windows and in bookracks of cards inviting attention to “ ‘Jamaica Inn’ — Read the book, then see the picture at the Embassy Theatre.” THE EXHIBITOR "They Shall Have Music” Elmira, New York — Mel Conhaim, Re¬ gent, had an extensive campaign. Out of the ordinary ideas included the following: special management endorsement, dimin¬ ishing the Heifitz angle, plugging the down to earth elements; cooperation from the Elmira Motion Picture Council, some of whom acted as hostesses at a showing; special school tie-ups, with classes attend¬ ing on days named in the schools’ honor; use of an ad in the newspapers quoting a local women’s group leader. All this was in addition to the usual fanfare and recognized publicity ideas. "Honeymoon in Bali” North Adams, Massachusetts — In a build-up Francis Faille, manager, Para¬ mount, had a number of placards placed throughout the theatre and lobby. Placards had the inscription “What is a Ngorod?” and then a one-sheet explaining a “ngorod” is a “Honeymoon in Bali.” Syracuse, New York— Manager Sid Hol¬ land, RKO-Schine-Eckel, used a lifesize Balinese dancing girl which was animated by a small electric motor in a large bus terminal. "Dust Be My Destiny” Syracuse, New York — Manager Pat Mc¬ Gee, RKO-Schine-Paramount, used 5,000 heralds stuffed in Liberty magazines for home distribution. Four hundred cut outs in the shape of a sole of a shoe were im¬ printed “Another foot print of destiny, see John Garfield and Priscilla Lane in Dust Be My Destiny now at Paramount.” These were placed on sidewalks in any community center where pedestrians passed. "At the Circus” Harrisburg, Pennsylvania — Atmosphere of the circus was created by manager Sam Gilman, Loew’s. Ushers and doormen were dressed in clown suits a week in advance, lobby was decorated to represent the “Big Top,” box office was transformed into the rear of ticket wagon, clown performed acrobatics in front of theatre during run and traveling circus cage containing the “Marx Brothers” was used as street bally. "The Real Glory” Syracuse, New York — Manager Frank Murphy, Loew’s State, ran the following ad in the classified column of an evening paper, “Wanted — persons who were in Phillipine Islands during Spanish-American War, please communicate with man¬ ager Loew’s Theatre at once.” All war veterans who replied were in¬ vited to be guest of house on opening night, in uniform if possible. "Hollywood Cavalcade” Syracuse, New York — Manager Harry Unterfort, RKO-Schine-Keith’s, used a young man dressed in accepted camera¬ man’s garb, carrying sign on back, as street bally. Stunt was to set up an old type crank camera on tripod in front of busy stores and on corners and crank away as though taking shots of the crowds.