The Exhibitor (Nov 1938-May 1939)

17 The NEW in Selling Features "Men With Wings” Syracuse, New York Manager Harry Unterfort, RKO-Schine-Keith’s, tied up with local hardware store, which ran a contest for building model planes. Five thousand heralds were paid for by the store which gave 80 prizes to children winning. Flyers distributed five thousand heralds from planes over city. An exact replica of the Franklin air cooled motor with propellor attached, which recently broke world record, was displayed on walk in front of theatre. American Air Lines cooperated with theatre by furnishing 2000 folders imprinted by theatre. Two boys dressed as aviators walked the streets carrying theatre advertising. Five thousand megaphones paid for by merchant were imprinted and distributed at Colgate-Syracuse football game. Richmond, Virginia Al Nowitsky, Wilmer-Vincent publicity manager, arranged with local pigeon fanciers to send 3 5 birds to New York. He awarded a cup to the winning bird who brought a message from Fred MacMurray to Governor Price. Stunt attracted wide attention, as the winning bird left New York 8.30 A. M., arrived home at 3.5 6 P. M. Toby West, local aviator flew a banner over the city twice, covering the Armistice Day parade, football game at stadium. He was escorted by 12 planes. "Mars Attacks the World” Jamestown, New York Ray Fahrenholz, Winter Garden, decorated his marquee with bunting, pennants, flags, etc., also used cut-out "rocket ships” hanging from ceiling. Large 40x60s outside contained newspaper headlines from the "radio scare” papers with pictures, headed "Could This Happen Here?” He used other 40x60 at front of stills and "Martian” copy, sold his show by special type newspaper ads headed "Could This Happen Here?” with special "see” copy playing up spectacular angle. "Little Lord Fauntleroy” Ardmore, Pennsylvania While the Mickey Rooney fever was spreading Suburban dug for a show that not only had Rooney but with class appeal, came up with "Little Lord Fauntleroy.” Break of breaks, the Philadelphia Record came out with a color photo of Mickey the same Sunday theatre opened with the show! Working with the Main Line distributor of newspapers, house had cards printed, calling attention to the fact. Each newsboy was supplied with the cards. As he delivered paper one of these cards was shot under the door. "Freshman Year” Ardmore, Pennsylvania Suburban planted "Flunk Insurance” ads in local daily, also in several college papers. Ad was placed in the "Personals” column. Text ran: "All Main Line students interested in 'Flunk Insurance’ consult with Prof. Truex at the Suburban Theatre on Friday or Saturday (playdates of the picture), or may call Ard. 4747 (theatre phone number) for details. As the picture broke a few days prior to the fall exams, the stunt benefited by same, creating considerable comment. "Five Of a Kind” Syracuse, New York Manager Harold Reaves, RKO-Schine-Eckel, promoted use of a distributors’ sound car, which carried a 15-foot banner. Banner carried slogan "Now You’ll See Something.” About 80% of the advertising was devoted to theatre, balance to car sales. Agents for the Dionne Quintuplet dresses donated five of the dresses for a give-away. A contest was run in the Syracuse Herald offering $10 to the baby born in Syracuse nearest the opening time of the picture. "That Certain Age” Rochester, New York Manager Arthur Krolich, Regent, put on a well-rounded campaign for "That Certain Age.” Two dress shops used large displays advertising the picture with Deanna Durbin dresses, leading book store, music store and Neisner’s and Kresge’s used effective window displays and 10,000 heralds carried the Kresge ad. WHEL carried song guessing contest; 1,000 letters went to Eastman School students. Uncle Dan’s birthday club distributed autographed pictures of Deanna. "Numbered Woman” Lynchburg, Virginia Under the scare-head, "Dangerous Plot Revealed!” the Isis sold readers of morning and afternoon newspapers the idea of seeing “Numbered Woman.” Quarter of a column story began with a lead which told how "Sally Blane” escaped "one of the most fiendishly ambitious attempts at coercion yet to come to light.” Remaining three paragraphs gradually let reader in on the secret that it was all a film. "Room Service” New York City Sachs’ furniture stores in New York advertised its "room service” in large space in New York newspapers through a tie-in with RKO theatres during the run of "Room Service.” Heading its ads, "For 'Room Service’ call Medallion 3-4600” (the Sachs’ number) the furniture concern told how its interior decorators aid home owners with their problems. The illustration used was that of the three Marx brothers dressed in bellhop uniforms. "Straight, Place and Show” Ardmore, Pennsylvania A three day limerick contest heralded the coming of the Ritz brothers at the Suburban. Contest was handled by the Main Line Daily Times. Same was suggested in the press book, is a corker. House also used football prediction card at the local high school. Students were asked to guess the correct score, quarter by quarter, of their next game. Cards carried plugs and were deposited at theatre during run of same, yet prior to game. Prizes offered were passes. "Sons of the Legion” Hagerstown, Maryland Joe Cumiskey, manager, Academy, timed things to play the show Armistice Day. American Legion post co-operated. In addition to special bally-hoo he had a street parade in the evening led by sons of legion drum corps. Fine lobby display for week in advance consisted of war relics loaned by Legion post and stills. Cumiskey had special heralds upon which were statements from various Legion commanders. The NEW in Merchandising Disney Accessories While resourceful theatremen devised their own ways of announcing Walt Disney productions of other years, the company, for the 1938-1939 season, will aid those, other exhibitors by making available through RKO-Radio exchanges a series of display materials. For each of the 18 Disney cartoons, there will be available separate one-sheets; sets of five, 8x10 black-white, 8x10 color-glos stills. In addition for each of six “specials” — "Brave Little Tailor,” "Ferdinand the Bull,” "Mother Goose Goes Hollywood,” 'The Practical Pig,” "The Ugly Duckling,” "The Autograph Hound” — there wdl be a 40x60 gelatine display. The NEW in National Tieups "Bird Dogs” The Sportscope, "Bird Dogs,” the action of which is centered around the training of hunting dogs, upland shooting, is ideal for seasonable tie-ups. There are some 6,000,000 hunters in the U. S. — all potential theatre patrons. The nation has more than 20,000,000 dog owners, with more money being expended in advertising dog merchandise than for any other sporting goods line on the market. Theatres can obtain the names of dog-owners through accessory shops. "Bird Dogs” is also a natural for tie-ins with gun stores. A camera contest centered around hunting dogs would provide material for an attractive lobby exhibit, win newspaper space. Owners of kennels, managers of fall, winter dog shows offer additional promotion possibilities. The NEW in Community Tieups Weekly Young People’s Shows Addressing "all young people between the ages of one and 100,” manager Bill Mattison, New York’s Madison Avenue Trans-Lux, announced a series of special Saturday morning shows. November 23, 1938 O N YOUR DESK EVERY WEDNESDAY TRI