The Exhibitor (Nov 1938-May 1939)

BM-2 8 BETTER MANAGEMENT "That Certain Age” Harrisonburg, Virginia Waldo W. Chandler, manager, Virginia, Harrisonburg, Virginia, had an excellent campaign on "That Certain Age" in addition to his regular advertising campaign. He used a special ad in advance. Two weeks in advance he placed a special display in the lobby featuring a three-foot head of Deanna Durbin. He distributed 2,000 heralds in newspapers delivered in Harrisonburg, also placed heralds on the counters of cafes, soda fountains. He planted 50 Deanna Durbin head displays in store windows on the main street, including barber shops, beauty shops, etc. He arranged to have the advertising manager of the Madison College paper display these on the bulletin boards in the Madison College dormitory. A full week in advance he obtained a full window display featuring a large head of Durbin in a music store window. Through a special tie-up with this store the radio-victrola was obtained for theatre lobby on which the songs that Deanna Durbin sings were plugged a week in advance of the opening by using a special exploitation record. Picture was plugged on regular radio program, with other theatres. In addition, Chandler arranged a special broadcast on the Sunday before his opening, a 15 -minute program of Deanna Durbin songs being played and the picture plugged by the announcer. He arranged a 24-sheet display on the main highway leading into town from Winchester, two displays of three sheets in the city proper. He arranged a theatre party for girls whose 15th birthday was on the opening day. Girls were required to bring birth certificates as proof of their age. "Tom Sawyer, Detective” Harrisburg, Pennsylvania Advance campaign conducted by Jerry Wollaston, manager, Victoria, included purchase of a large turtle which was put in box beside box officz with sign reading: "1 am Huckleberry Finn’s pal, Hannibal. Huck and Tom are inside.” Small turtles were sent to local movie columnists, 2000 book markers distributed at Harrisburg Public "THE COWBOY AND THE LADY” Lots of theatres may be riding for a fall because they fail to keep up appearances. One way to check such a disastrous trend is to install Alexander Smith Carpet . . . the carpet found in most of the country’s most successful theatres. ALEXANDER SMITH CARPET as TYPHOON AIR CONDITIONING CO. COOLING and HEATING SYSTEMS af all TYPES Philadelphia, Pa. New York, N. Y. ADLER SILHOUETTE LETTERS and STAINLESS STEEL SUPPORTING FRAMES In All Sizes and Constructions Protected by National Patent Corp. Adler Sign Letter Company 2909 S. Indiana Ave. — Chicago JEP — Your BEST Services VULCO CEMENT IT VULCANIZES SPLICES 75c Per Pint Postpaid Fisher Manufacturing Co. 60-62 State St., Rochester, New York Library, high schools and circulating libraries, and 2000 puzzles given to pupils of junior high and grade schools with 5 0 free tickets as prizes. Tongue twister contest about Tom Sawyer was held during Junior Town program on stage, each contestant wearing straw hat with band containing name of film. "Brother Rat” Wellsville, New York Holly Hollister, Babcock, secured the drum major of a high school band, who altered his uniform slightly, making it almost identical with those of the Virginia Military Institute, who paraded streets two days advance, also went into stores, accosting people with "Hi, Brother Rat.” When those addressed turned, he handed them card explaining the gag, offering guest tickets on matching number gag. Cards were passed out, several hundred sent to the mailing list. Number gag consisted of a one-sheet in lobby five days in advance bearing title, playdate credits with copy that "If your Brother Rat card number is the same as those on the board, you will receive guest tickets to the show.” "Topper Takes A Trip” New York City An ambitious series of tie-ups was tackled successfully by the Hal Roach New York office’ Grace Rosenfield for "Topper Takes A Trip,” which recently closed a run at the Music Hall. Posters on all Postal Telegraph windows announced the local showing. A national job was done in getting attractiv: window displays in American Railway Express offices throughout the country. Philco radio people, whose "mystery control” product was used in the picture, publicized both its radio, the Hal Roach film in newspaper advertising. Ken-L Ration, a nat onally advertised dog food, tied-in on the materialization, dematerialization of Atlas, Connie Bennett’s film pup. The Hartman Luggage Company, whose bags were used in the picture, advertised the fact nationally. Minor, but still important tie-ups were with Stewart Products’ "Topper” perfume, Sam Steinberg dresses; Modern Merchandisings’ Veree Teasdale fashions. "Trade Winds” New York City A "Write Your Own Review” contest, offering a two-fold benefit in yielding columns of interestarousing publicity as well as selling tickets by requiring participants to see the picture in order to compete, was arranged by United Artists, with the New York JournalAmerican, as one of the highlights of the exploitation campaign for Walter Wanger’s "Trade Winds” at the Radio City Music Hall. Cleverly keyed to arouse the maximum interest by riding the current tide of favoritism for winter vacations, the contest prize list was headed by a first award of a de luxe round trip and a 10-day stay in Bermuda for two persons. Nine other cash prizes were offered to the runners-up. Spread over a period of six days, starting two days in advance of the opening and continuing for the following four days, the competit'on kept the picture in the minds of the newspaper’^ 700,000 readers during the entire length of its run, with a "reader,” story and picture daily. Each contestant was asked to see the film, then write a 200 word review. March of Time — "Refugees” Syracuse, New York Manager Harold Raives, through co-operation of Gus Lampe, district manager RKO-Schine interests, secured two column front page editorials in the Italian language paper devoted to "March of Time" showing at the Eckel. Similar editorial appeared in the Jewish Ledger, both giving the short an accurate description. January 18 , 19)9