The Exhibitor (Jun-Nov 1940)

BM-26 BETTER MANAGEMENT Miscellaneous ( Continued from page 25) in the Hampshire Heights section to cele¬ brate the first anniversary of his house. A florist decorated the house from “stem to stern.” An anniversary cake was cre¬ ated by a nearby bakery. A Kennedy Theatre sundae was featured at a local drug store, while a delicatessen in the neighborhood had a Kennedy Theatre sandwich. In addition to this, Land dis¬ tributed more than 4,500 heralds and a beautiful program. TWA-Korda Tie-up New York City — Alexander Korda and TWA last week joined hands in a deal which promises to be one of the biggest publicity tie-ups of the year. Korda, whose “Thief of Bagdad” features the flying carpet, suggested to Jack Frye and Leland Hayward, TWA, that the title of “the flying carpet” should be given to TWA's new stratoliner flight between Los Angeles and New York. Frye and Hay¬ ward accepted the suggestion and arranged for an extensive promotion and advertis¬ ing campaign of national scope, co-featuring Korda’s flying carpet in “The Thief of Bagdad” and TWA’s “flying carpet.” The TWA stratosphere plane making the initial Flying Carpet flight will be christ¬ ened later this month at Chicago by Sabu and June Duprez, who head the cast of “The Thief of Bagdad.” Alexander Korda, producer, and Basil Bleck, counsellor for Alexander Korda Productions, will make the inaugural flight. Included in the wide exploitation campaign tying in the picture and the stratosphere flight will be the appearance of Sabu throughout the coun¬ try, and the formation of Flying Carpet Clubs to further the interest of the youth of America in passenger air travel. "Lion’s Roar” Available New York City — As a result of numer¬ ous requests for its use in individual the¬ atres, “The Lion’s Roar,” Metro’s onecolumn institutional advertisement, which appears monthly in 15 national magazines, has been made available in mat form to firstrun exhibitors. It has been suggested by theatre adver¬ tising men that this column would be valuable for use in addition to its maga¬ zine appearances, for inclusion in pro¬ grams, as throwaways or as a lobby blow¬ up. Big "New Moon” Campaign New York City — Metro is conducting its biggest advertising campaign of the year for “New Moon,” it announced last week. In the super-size nine feature ads pre¬ pared for newspapers throughout the firstrun territories, the salient angles are large heads of the two stars, a yellow crescent moon carrying the name of the picture, and emphasis on the Sigmund Romberg score. "Pride-Prejudice” Book Tieup New York City — A comprehensive book promotion tie-up will be available to ex¬ hibitors for Metro’s “Pride and Prejudice.” Five popular-priced editions of the cele¬ brated Jane Austen novel have been pub¬ lished recently and may form the basis for exploitation tie-ups with book stores, public libraries, drug stores, newsdealers and book agencies. Festival of Cartoons Bridgeport, Conn. (Population, 147,000) — Matt Saunders, manager, Loew-Poli, aware of the desire for shorts on the part of youngsters, arranged a special gala Sum¬ mer Vacation Festival of Cartoons which was held on a Saturday morning at his house. He cast aside the time require¬ ments of the customary double features. TIMELY TOPICS GoldE Penny Chute Ready Chicago — A most timely announcement is the one GoldE Manufacturing Company made last fortnight on its new coin changer attachment for dispensing pen¬ nies, due to the new defense tax program. These units, known as the GoldE Penny Chutes, are ready for immediate delivery and are made for both right-hand and left-hand discharges. Four Years Too Late PHILADELPHIA — An example of what a rate consultant can do in the matter of investigating use of current by a theatre and recommending proper procedure came to light last week when it developed that a consultant who four years before had tried to argue an exhibitor into seeing the benefits for the fee of $25 finally got the account. After looking over the electric bills for the four years, the rate consultant proved that he could have saved $3000. Cases like the above prove the value of the idea. >rd«s to® ^ and '°wer ' . g Division Co„ rLll CQ Chico9°' * K ve. cArTURER lOtWi-tn ^“s'Nob niTure manufac1u ... /s d i D ’ S ^ ^ *--oRLD’s laRG Protected by U. S. Patent No. 2,098,623 Other patents pending THE EXHIBITOR July 17, 1940