The Exhibitor (Nov 1938-May 1939)

New York City Highlights in Selling Features ''Scouts to the Rescue” Syracuse, New York Manager Walter League, RKO-Schine-Strand, contacted the officers of the Onondaga-Cortland Council Boy Scouts of America, was successful in having letters sent from scout headquarters to all scout masters of 130 troops, describing the picture and endorsing it for scouts. Scout masters were invited guests of the theatre for the opening. Troop endorsed by a Kiwanis Club took over the management of the house the afternoon of the opening day, with boy scouts filling all spots from manager down to usher. Local papers ran pictures of the boys in the various positions, also gave the picture publicity. Brooklyn, New York For the opening of the Universal’s serial, "Scouts to the Rescue,” starring Jackie Cooper, at Lew Preston’s Sun, Brooklyn, New York, manager Gene Stutenroth made contact with two local Boy Scout troops, secured an advance lobby display of scoutcraft from the Scout Museum, set up a pup-tent, council "fire” in the lobby. On opening day, the scouts paraded through all the principal streets in the district, returned to the theatre to put on a ballyhoo from the roof of the marquee. This consisted of bugle, drum fanfares, followed by Morse, semaphone signaling to other receiving scouts stationed at three different corners away from the theatre, visible from the marquee. Other scouts acted as ushers inside the theatre, a group of honor scouts staging a IS -minute exhibition of knot tying, first aid, signaling to the audience at each show. The ballyhoo started at noon, lasted until sundown, attracting considerable attention. Amplifiers were hung under the marquee, with announcements every few minutes for the benefit of passers-by. "Dramatic School” is a potential gold mine for students of the theatre as the result of a contest being planned by Loew’s theatres in connection with the showing of the film at Loew’s neighborhood houses. Approximately $2,200 in scholarships will be offered to high school students and members of recognized dramatic groups by the Wolter Academy of Speech and Drama through a series of novel contests. By means of special radio broadcasts entrants will demonstrate their histrionic ability to a committee of noted judges. These judges will not actually see the participants but will make awards purely on the merit of vocal artistry. Senior students of New York’s high schools will be eligible to win a total of $1,000 in scholarships. Balance of the awards will be distributed among winners taken from dramatic guilds, church clubs and other social groups. Age limit in the latter division extends from 18 to 20 years. "Stand Up and Fight” Harrisburg, Pennsylvania Special preview and series of catch-line telegrams were used by Sam Gilman, manager, Loew’s. Newspapermen and officials of Pennsylvania Railroad attended preview, while telegrams, one daily for four days, were sent to three movie columnists of local newspapers. Gilman also made a play for State Farm Show visitors because of the action in picture, having special heralds distributed at Show. Roanoke i Dancing Lady Agate JOAN CRAWFORD MARGARET SULLIVAN ‘THE SHINING HOUR" Two Splendid Featu A Thunderbolt of Thrills JACK HOLT “Reformatory1’ SONS LEGION Or th. DO! BL£ FE ATI RE ^7R0PI(( kHOUDAYj^ " PU S i~ .. the ji-'liY's ’^Ec^rr I 1—1 JOHN WAYNE and 3 MESQUITEERjS "Santa Fe Stampede” 2rxl Feature — — — f A” PART N ER I " O f THE PLAINS’’ American — Mon One of the Sooth’s Finest AMERICAN Matinee 25* Ni^ht 25*35* Children 10* "Kentucky” Rochester, New York For "Kentucky,” manager Arthur Krolich placed picture story of film in Evening News, running six days concurrently with screen show ing. He also arranged for questionnaire contest of great races in Times -Union sport section, with 10 passes as prizes. Krolich also plugged March of Time's refugees release in Jewish papers, with special valences, signs on the sidewalk, in the lobby. "Son of Frankenstein” Harrisburg, Pennsylvania Highlight of early campaign conducted by Bob Sidman, manager, Senate, was parade of a "Frankenstein” around the State Farm Show four days before film opened. He was also introduced in ring at Golden Gloves boxing show as "man who could beat anybody” on opening night. "Dracula — Frankenstein” Syracuse, New York Mr. Heins Takes a Hint On the left represents the old theatre name slugs used by Elmore . D. Heins, Roanoke, Virginia, operator, as presented here not so many weeks ago, in calling attention to the attractions playing his houses. Above arc the new theatre name slugs devised by him following the attention-calling page. Hein’s attention was attracted by the article and he saw what was being done in other cities. Unlike a lot of theatre men who "know it all,” he indicated that even a smart, veteran theatre owner like himself could always pick tip a few new ones. The change follows. We congratulate him for keeping in step with a fast moving business and we would like to point out to a lot of boys who can’t take a helpful hint that we are never too old to learn. Manager Bob Case, Smith chain theatres, arranged a tie-up with a nearby drug store to furnish stand equipped with spirits of ammonia and liberal supply of smelling salts which were put in the lobby of the Mayfair in advance and when playing the twin bill. The NEW in Publicity Ideas "The Castles” Advance indications tend to establish the forthcoming Astaire-Rogers production "The Castles” as a natural for national publicity breaks. Leading picture magazines including Life, Look, Click and Pic are planning special features. January 2), 19)9