The Exhibitor (Jun-Nov 1944)

BETTER MANAGEMENT BM-11 published in local school papers. Calling All Girls Magazine, published by Parents’ Institute, in addition to giving the picture a layout, is promoting use of a radio tran¬ scription of an interview with Joyce Rey¬ nolds (Janie) on its nation-wide radio program with extensive department store and radio station tieups. Another innovation of the Warner edu¬ cational bureau is a 16-page brochure, de¬ signed for use as study and discussion material by colleges, schools, libraries, and other groups. New York — A nation-wide radio pro¬ motion drive on “Janie” was launched by Warners recently, with activity center¬ ing around the film's title song and another musical number, “Keep Your Powder Dry,” both composed especially for the film. The campaign ends when the film is released generally in September. Council of Teachers of English, Good Housekeeping Woman’s Club Service, Civic Education League, and others. MGM Augments Service New York — Supplementing the special services now being rendered to small town exhibitors by the exploitation department of MGM, William R. Ferguson, exploita¬ tion manager, announced recently that a column of exploitation ideas especially designed for use by small town exhibitors is now being featured in all press books. This small town exploitation column con¬ sists of stunts and promotions that have proved successful in the past, and that can be easily and inexpensively executed. It includes suggestions for lobby displays, tie-ups, street ballyhoos, posting, mailing pieces, and other promotional devices. "Devil Boats" New York — Warners’ two-reel Techni¬ color service special “Devil Boats” pro¬ duced in cooperation with the Navy, will benefit from special national advertising by Elco, which makes the P-T boats for the Navy, and Packard Motor Company, which supplies motor equipment for the craft, it was stated recently. The cam¬ paign will be designed to give exhibi¬ tors opportunity to tie-in with local Elco and Packard distributors for promotion. "Mark Twain" New York — For the popular-price gen¬ eral release of “The Adventures of Mark Twain,” Mort Blumenstock’s ad depart¬ ment at Warners recently prepared a com¬ plete new set of press ads based upon west¬ ern angles of the film. "The Princess and the Pirate" New York — A tie-up with Pepsodent tooth paste, by which more than 10,000 of the nation’s best drug stores will cooper¬ ate in preselling Samuel Goldwyn’s new Bob Hope starrer, “The Princess and the Pirate,” was announced last fortnight. Deal calls for elaborate window displays three weeks in advance of the production’s national release. Pepsodent will issue a minimum of 2,500,000 full newspaper sheet size cir¬ culars advertising “The Princess and the Pirate Sale,” plus 90,000 hanging pennants and banners for store interiors, and 20,000 streamers for store windows and doors. The promotion will be administered by Pepsodent’s sale force in collaboration with RKO, and is estimated to reach 35,000,000 drug store patrons. WB Promotion Clicks New York — Increasing interest on the part of schools, libraries, and community organizations in the value of motion pic¬ tures for study purposes was indicated re¬ cently in more than 11,000 responses re¬ ceive to date by Warners as a result of brochures and other promotion material sent out on “The Adventures of Mark Twain” and “Mask Of Dimitrios.” This activity is part of the functions of the educational bureau recently estab¬ lished under Mort Blumenstock at the Warner home office. Among organizations that have cooperated are the National Education Association of the U. S., Ameri¬ can Library Association, National Council for Social Studies, Education Section of U. S. Treasury Department, National CHAIR FAST Securely fastens LOOSE CHAIRS TO FLOOR $2.50 Package JOE H0RNSTEIN, INC. 630 NINTH AVENUE, NEW YORK CITY Or Your Supply Dealer Jbe manager is pretty proud of the new preventive maintenance program his projectionists started BUY MORE WAR BONDS Your projectionists deserve top bill¬ ing, Mr. Manager, if they are carrying on a regular, planned preventive main¬ tenance program to keep your pro¬ jection room equipment in tip-top shape. To do the best possible job, though, they need your cooperation. By preventive maintenance, you know, we mean preventing trouble . . . preventing costly repairs . . .preventing "black¬ outs” when you have a full house. It’s necessary because no great amount of new equipment will be available for some time. So, give your projectionists the best backing you can. A good way to start is to be sure they have the 76-page "RCA Photophone Handbook for Projectionists” . . . prepared by our experts in theatre equipment service. It’s full of helpful sug¬ gestions on equipment care. Send the coupon for your free copy. RCA SERVICE COMPANY, INC. A Radio Corporation of America Subsidiary This 76-page manual “RCA Photo¬ phone Handbook for Projectionists” — chock-full of good preventive main¬ tenance suggestions. No obligation. RCA SERVICE CO., Inc., Camden, N. J. Name _ Theatre_ Address. City _ .State. 72 C I August 30, 1944 THE EXHIBITOR