The Exhibitor (Nov 1938-May 1939)

Highlights in Selling Features "The Duke of West Point” Philadelphia Matching two leading hockey teams in a game at the Arena for the Edward Small trophies, which drew more than 3,000 paying fans, Charles Perry engineered a novel stunt for the engagement of "The Duke of West Point” at the Aldine, Philadelphia, that garnered space in all local papers. To gain the maximum interest in the promotion, Perry arranged the game between the Chester and Philadelphia teams, both top-flight members of the Eastern Hockey League, with members of the Ramblers’ local professional team acting as officials. Rivalry is strong between the teams, and the meeting was fully covered in the local papers. Two trophies were presented in the name of Edward Small, one going to the winning team and the other awarded to the individual high scorer, with the game advertised in advance as for these "Duke of West Point” cups. An appropriate military touch was given to the event through the cooperation of the Betsy Ross Girl’s Drum and Bugle Corps, which played during the game and later for the public skating. Prior to the game "The Duke of West Point" was screened for members of the two teams and the Ramblers, the local professional hockey entry, as well as the Philadelphia sports writers, motion picture critics and radio commentators. Lawson Robertson, track coach of the American Olympic team, and of the University of Pennsylvania, acted as master of ceremonies at the screening and at the game. "Girls’ School” Allentown, Pennsylvania A thorough campaign for "Girls’ School” was staged by manager Leo Trainor, aided by Columbia exploiteer Ed Rosenbaum, for the run at the Rialto, Allentown, Pennsylvania. Among the highlights of the campaign were: Fifteen front-and-rear bumper strips were secured for taxicabs; eighteen special window displays, 8x10 stills mounted on half-sheet cards, were obtained. Four 40x60 cut-out signs, with art, were placed in hotel lobbies. One hundred twenty silk badges were worn by employees of three "dime stores” which features a "Girls’ School” Sundae. A special invitational Sunday evening preview was given for heads of women's clubs, schools, board of directors, girls’ schools, high schools, city officials, the press. On the radio three five-minute programs, as well as miscellaneous plugs, were obtained on WSAM. Three thousand special “critic rave” folders, presenting reviews from the leading critics of newspapers, magazines, trade papers, were distributed in offices of doctors, dentists, business men, shops. Two days before opening, the telephone girl called various numbers, asking for Ann Shirley. When told it was the wrong number ,the telephonist apologized, said she thought it was Girls’ School she was calling. Besides a special teaser trailer in advance, special art, stories were planted in the newspapers, with a special story in the Rialto Magazine. In the lobby were six 40x60’s, with cut-out letters, colored enlargements. A hanging piece, eight by 16 feet, with cut-out letters was used. Sixteen six-sheets, two three-sheets, 10 one-sheets, 1 5 22x2 8’s, two inserts, special college penants were used throughout the lobby, mezzanine. BETTER MANAGEMENT "Dracula”-"Frankenstein” Albany, New York Edward Selette, manager, Warners’ Albany, put across a striking campaign on the Universal’s "Dracula”-"Frankenstein” twin thriller. With a tie-up of heralds with merchants, also window displays of green candy, bakery goods, Selette started the ball rolling. The entire theatre inside, out was all in green bulbs, which gave a weird appearance. Hanging from the marquee, in the lobby, along walls of the theatre were cardboard skeletons. A glass showcase with firstaid supplies was displayed. A screaming record was played all day long, causing people to jump, stop, etc. An operating table, with a dummy, was on the sidewalk in front of the theatre. Two dummies in skeleton outfits were on each side of the box office. A boy dressed as a skeleton paraded the streets with theatre copy. The entire BM-27 staff of ushers and cashiers were dressed as internes, nurses. Illuminated skull masks were suspended across the lobby. Green flares were burned after dark on the edge of the curb. "Devil’s Island” Syracuse, New York Manager Walter League, RKO-Schine-Strand, distributed S,000 heralds headed "Why Did the French Government try to prevent its showing; what horrible secrets were they trying to conceal?” in his campaign. Book displays and theatre cards were prominent. Professor Fisher made announcements of showing at his criminology classes at Syracuse University. Tie up was arranged with penny arcade near the theatre to have large card posted on electric shock machine, reading "If you can stand the shock of this machine, you can stand Boris Karloff in Devil’s Island, now playing the Strand.” PLRVMG TH6 FAVORITES THAT'S WHAT EXHIBITORS ALL OVER THE U. S. ARE DOING AS THEY ORDER Simplex e-7 projectors Simplex 4-STAR SOIIRD FOR THEY HAVE FOUND PATRONS TOO PLAY FAVORITES and THEY NOTICE THE DIFFERENCE When they discover the more realistic reproduction given by theatres with Simplex Equipment kiiTinuu THEATRE SUPPLY COMPANY jUgyj||ggg| January 18, 1939