The Exhibitor (Nov 1938-May 1939)
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20
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"MR. WONG, DETECTIVE” — "GANGSTER’S BOY.” Here is how one theatre manager tied up two recent Monogram productions. Base of the tie-up with the deparment store was the Movieland Cravat. Color-glos scene, stills on the Boris Karloff picture are on the right side, similar photographs of the Jackie Cooper drama are on the left. Star stills were also displayed inside the store in the counter section.
The NEW in Press Books
"Dawn Patrol”
A practical and comprehensive pressbook for Warners "The Dawn Patrol” has been issued. Book opens with a double page spread presenting the highlights of the national magazine advertising campaign, which will be headed by full-page color ads in Life, Look and Click in addition to 14 fan publications.
Following these pages are numerous publicity stories, art has been designed to give easy entree into newspapers and periodicals. A six-day picture story for newspapers is then described with the addition of various contest ideas and stunts. A five-day newspaper quiz contest having to do with famous aviators is next included in the exploitation section. Two pages are devoted to tieups, contests, lobby, front exploitation which have been planned for every type of engagement whether with large or small budgets. Additional stunts complete the section. A national tieup has been arranged with the Lionel corporation, which manufactured a toy airplane setup for use as a window or lobby display. This is described on
(Letters to the Editor: continued from page IS) Clubwoman’s Praise
Paoli, Pennsylvania.
Gentlemen:
I am afraid I am little bit late, but please accept my very best congratulations on your 20th anniversary in business and wishes for your future success.
Sincerely,
Beatrice S. Markle, (Mrs. F. H. Markle),
Chester County Federation of Women’s Clubs Division of Motion Pictures.
From Boyertown
Boyertown, Pennsylvania.
Dear Jay:
I have been reading The Exhibitor since the beginning from cover to cover and I certainly do like it.
Very truly yours,
George Kline,
State Theatre.
a page of the book, in addition to descriptions of "Dawn Patrol” caps and helmets for distribution to children, and "Dawn Patrol” stamps for sealing purposes.
The NEW in
National Tieups
"Dawn Patrol”
Warners will place full-page ads in color on "Dawn Patrol” in three of the leading picture magazines in the country, namely, Life, Look, and Click.
Ads will appear during the national release of the feature December 2 5.
Total estimate of reader circulation which the ads will reach is over 26,000,000 which will be in addition to the large fan magazine campaign currently running in the most important motion picture publications in the country. Since the previous placing of full-page ads in the January issues of nine fan publications, five more have been added with a total circulation of 7,500,000.
These ads will appear in the February issues of Modern Screen, Modern Movies, Photoplay, Screenland , Silver Screen, which reach the newsstands January 1.
The NEW in Novelty Ideas
Swing Sale
Syracuse, New York
Manager Walter League, RKO-Schine-Strand, has started a unique drawing card at his house by his so-called Swing Sale. Merchants cooperating donate merchandise, are given mention during the week on the program, by displaying the articles donated for sale together with their advertisement, in lobby cases provided. Audience is told that the sale is for amusement only. That any funny sug gestion will be gladly followed out.
When bids received by League, auctioneer, that are within at least one-half of what the article sells for in the store of the donor, article is sold to the bidder. When all articles have been disposed of, the money is then given back to the audience by offering to buy from the patrons, articles of clothing, pencils or anything that mav present itself to the auctioneer’s mind. No money from the auction is retained by the house.
December 21, 19) S