The Exhibitor (Nov 1938-May 1939)

13 The NEW in Selling Features "Frankenstein-Dracula” Harrisburg, Pennsylvania Double feature of “Frankenstein” and "Dracula” at the Senate gave manager Bob Sidman plenty of chances to exploit. Newspaper advertising said "We Dare You to See These Pictures,” floor shows at local night clubs included gag skits on “Frankenstein” during "Horror Week,” and empty coffin was placed near grave of John Harris, Sr., father of the founder of the city, with notice that "I have gone to keep a date with 'Frankenstein’ at the Senate. Signed, Dracula.” Three male "ghosts” paraded the downtown streets and stopped for a few minutes at a large department store to open doors at the entrance for the customers. Ushers in the theatre were dressed in sheets, one of them walking down the aisle on the opening day and scaring a group of about 3 0 high school girls. "Men With Wings” Rochester, New York Manager Jay Golden, RKO Palace, put on a spectacular stunt for “Wings” when 1 5 planes circled over theatre for 15 minutes during noon rush and dipped low over the house as salute to opening of the film. Harry LeBrun, WHEC announcer in lead plane, gave 15 -minute broadcast by short-wave, boosting picture by air all over the area. Later aviators were special guests of theatre management. "Out West With the Hardys” Wilmington, Delaware Edgar Doob, Loew’s, started "Out West With the Hardys” with a midnight show before Thanksgiving. Ushers prior to the showing wore 10-gallon hats. Cowboy uniformed ballyhoo boys gave out Mickey Rooney horseshoe nail rings mounted on cards. ( Continued on page 14, column 2) This Is Your Page Please Contribute Attention, exploiteers! The columns of this publication are open to all theatremen who exploit — and there are plenty of you. The Better Management department is not an exclusive club for a few theatre managers. It belongs to all of you. Some exploiteers get in more often because they have been calling attention to their stunts. We want to give everyone the same break. No matter what your stunt may be — send it in. It may prove useful to some other theatremen. The NEW in Selling Shorts "Table Manners” Syracuse, New York Manager Walter League, RKO-Schine-Strand, arranged with a large hardware store, through sporting goods department, to have a display of table tennis equipment displayed in window for the week of the showing of the short. Theatre, play-date cards were given prominent space in the display, as well as being posted through the store. ( Continued on page 14, column 3) The NEW in Press Books "Angels With Dirty Faces” A comprehensive and workmanlike press book on Warners "Angels With Dirty Faces” has been printed in three sections so as to aid the exhibitor in planning an all-embracing campaign easily. There is an advertising section illustrating more than 3 0 ads; a publicity section printed oi standard size newspaper pages and running to eight pages; an exploitation section of 16 pages presenting every angle necessary. Book begins with an explanation of the selling angle to be used in the film, getting away from the "killer” type of copy, concentrating on the powerful documentary interest of the story. This selling slant is linked up with the ads, publicity and exploitation so that the moral and lesson of the story dovetails with the campaign. A sample letter for mailing to civic leaders and club heads begins the book proper, and is followed by exploitation stunts incorporating a “Picture News Flash” contests, displays, trailer idea, heralds, and posters and other accessories. Inserted is the eight-page publicity section giving a wealth of story material and art suitable for planting in newspapers and periodicals. Them is also an editorial which may be used as the basis of an address to organizations urging their cooperation in selling the feature. A full p'ge feature story -which may be adapted for use in a tabloid herald completes the section. "Ferdinand the Bull” With more sure-fire exploitation suggestions (including 47 ready-made national tie-ups), publicity material, ad lay-outs, Walt Disney Productions, RKO-Radio have prepared a concise, but potent press book on “Ferdinand the Bull,” which should further add to the exhibitors just cause for Christmas, and any other celebration. To the exploitation-minded exhibitor, this story of a young peace-loving bull, based on the children’s best seller by Munro Leaf, should be the beneficiary of feature-grade campaigns. The NEW in National Tie taps "Union Pacific” Increased emphasis on national exploitation campaigns, climaxed by unusual activity on Cecil B. DeMille’s forthcoming "Union Pacific”, is in progress for Paramount’s advertising departments. Cliff Lewis has met with W. M. Jeffers, president, UP, with E. C. Schmidt, the UP public relations man, working out elaborate plans for a nation-wide campaign on the picture. Simultaneously premieres in several cities are now in work, with further plans calling for a national broadcast from each point, a traveling train theatre for reviewers, traveling exhibits of UP relics, props from the picture, a national camera contest for railroad pictures, a nation-wide essay contest with scholarships as awards, cooperation with the National Association of Miniature Train Builders. UP further promises fullest co-operation in posting, providing folders, placards, imprinted menus, servicing of mailing lists, etc. Other exploitation items from Paramount include: For "Paris Honeymoon,” a novelty letter from Akin Tamiroff, "mayor and real estate salesman of Pushtalnik,” has been sent to the complete theatre list, horseshoes — "lucky” ones — will go out as from Bing Crosby. For “Zaza,” the theatre list was notified by mail. For "Saint Louis Blues,” all radio stations using records were serviced with records featuring Mattie Malneck, Maxine Sullivan, who do the title number. For "Little Orphan Annie,”, a tie-up was effected for the American Milk Foundation, with 200,000 Ann Gillis posters being sent to grocery stores in a butter campaign; a nation-wide personal appearance tour for Gillis is in prospect. "Citadel” Grosset and Dunlap have sold 200,000 copies of their special low-priced edition of "The Citadel” in six weeks since the release of Metro’s film version of Dr. A. J. Cronin’s novel. This sets a new record, being 5 0,000 copies more than any edition in the last 10 years of a celebrated novel. The NEW in Business Builders Football Bally Syracuse, New York Manager Harry Unterfort, RKO-Schine Keith’s dressed two youths in football uniforms, with theatre signs on backs advertising the shots of the Syracuse-Colgate game. These boys traveled the sidewalks passing a football between them. Two large signs were suspended from marquee, with announcement of the pertinent Paramount News, sidewalk frame was used with pictures, headlines clipped from daily papers. Spot announcements were given over both broadcast stations. New Paramount Art Service “Meggs Mirrors Movieland,” a special art service for theatres, is the new feature of Paramount pressbooks, starting with that on “Artists and Models Abroad.” Charles Winfield Meggs, wellknown Hollywood illustrator, advertising artist, will do a series of drawings, cartoons on major projections for the press book, to be available to theatres in mat form. ON YOUR DESK EVERY WEDNESDAY November 30, 193 8