The Exhibitor (Nov 1938-May 1939)

Highlights in Selling Features "Devil’s Island” Allentown, Pennsylvania Phineas T. Barnum would have rejoiced last fortnight at the bunkum perpetrated by manager Leo Trainor, Wilmer-Vincent’s Rialto, Allentown, Pennsylvania, in behalf of Warners’ "Devil’s Island.” The gag was taken hook, line, sinker by Allentown’s police, detectives, as well as by the body politic. Trainor arranged with the night watchman to throw a brick through the front door window, the brick having the following message attached: "Your picture tells secrets and conditions against our government and Devil’s Island. So we warn you not to show this picture, as our government would not allow it. So we warn you. "BROTHERS OF SONS OF FRANCE." The stunt was immediately picked up by the police department and gained newspaper space, and arrangements were made with the newspaper radio commentator to elaborate on the story. The public was never told that the affair was a stunt. More than 50 telephone calls came into the theatre on it. A uniformed policeman was assigned to the theatre the first two days of the showing. Other items on the Trainor "Devil’s Island” agenda included: Six 24-sheets, three days in advance, were used, also one one-sheet, two three-sheets, four six-sheets. Five thousand heralds were distributed house-to-house. Thirty-five inserts were used in the "Ward” (Allentown’s tough section), as well as in Emmaus, Catasauqua. Newspaper advertising space was increased. "The Whole Uncensored Story" was used prominently in all advertising. Two boys carried two eight-foot cut-outs of Boris Karloff in chains from the sign shop to the theatre. The boys walked in the trolley tracks, stopped, rested at each corner for 15 minutes. Much attention was created. Tie-up was made with a jewelry company. The "Man On the Street" radio program used material from the picture, with other radio plugs being obtained on other programs. Cut-outs were used on the marquee. One six-foot cut-out was spotted on a vacant store on the main street. In hotel lobbies, 30x40’s were placed. Heralds were placed in magazines on a cigar store. Regular window displays, numbering 18, were obtained. Tie-up was made with a news agency, for cards on 14 newsstands, two trucks. An unusually striking overhead lobby display was set up for one week in advance, transferred to the outside on the opening day. "Stand Up and Fight” Olean, New York Doc Westfall, Haven, made action the keynote of his campaign, placed announcements at local basketball games, boxing matches, other sports events, then tied in the railroad angle by placing posters, announcements in railway stations, with copy tie:ng in building of railroads in frontier days. He made announcements to American history classes of local schools, secured cooperation of schools. To interest the feminine patronage used tie-ups in grocery stores on the pressbook soap tie-up, placed stills of Florence Rice to attract the women. The March of Time, No. 5 Pottsville, Pennsylvania The following campaign was used by Lewis J. Hartman, manager, Hippodrome, for selling The March of Time, No. 5, "The Refugee: Today and Tomorrow.” As the theatre always plays The March of Time about two weeks after Comerford’s Capitol plays it, it gives the smaller theatre a chance to cash in on the more valuable and interesting releases of the series. Taking advantage of this valuable word-of-mouth free advertising, Hartman immediately got in touch with his booking office, made sure of the play date, then went to work on the following items: 1. With the cooperation of the local papers, a story was planted three days in advance regarding the re-booking of the subject. 2. Contact was made with the presidents of all local service, civic organizations, who made announcements at their meetings as to the timeliness, human interest of the subject, urged members to see it. 3. Phone calls that were received inquiring about this subject were taken down with phone numbers, etc. On definite booking, these patrons were called back, informed of the play date. 4. Copy was carried in all newspaper advertisements. 5. Special one-sheet card was placed in the lobby in advance, with play dates. 6. One entire display frame in front of the theatre was used currently, devoted to The March of Time subject, with newspaper headlines dealing with the subject matter incorporated thereon. "Scouts to the Rescue” Syracuse, New York A comprehensive campaign for the opening of Universal’s chapter play, "Scouts to the Rescue,” making the most of the obvious Boy Scouts of America tie-up, was staged by Walter League, manager, RKO-Schine Strand. At a meeting with scout executives, through their cooperation, the following program was arranged, carried out: (1) Guest tickets for the area’s 100 scoutmasters, with the council sending out a special letter; (2) announcement at the scoutmasters’ banquet; (3) Kiwanis-sponsored Troop 3 5 given control of theatre the opening day, with scouts filling all executive, service positions; (4) Troop 42 drum and bugle corps. Eastwood, turned out for a parade, a 15-minute exhibition in front of the theatre, appeared on the stage on the opening day; (5) a telegram was arranged to be sent by star Jackie Cooper to then recently re-elected council president Frank Shattuck. The theatre used a 4x4 foot lobby panel two weeks in advance, made announcements from the stage at the Saturday juvenile shows, used trailers, 2,000 exchange heralds, had a store display with theatre copy. In newspapers, League planted a special story in the Herald, another in the PostStandard, a six-column photo spread (on No. 3 above) in the Journal. As a follow-up, various scout activities will be given stage time each week, with the various troops participating. An inter-troop contest, with prizes, is being conducted through the serial’s 12 episodes. "Son of Frankenstein” Gloversville, New York Erie Wright, manager, Schine’s Glove, "went to town” on his "Son of Frankenstein” campaign. Topping his exploitation was an 1 8-foot high figure of Frankenstein cut out of heavy cardboard and mounted over the entrance to the Windsor building, on one of the most prominent corners in town. It was easily the biggest cutout ever constructed here. Above it were 24-inch cutout letters spelling "Son of Frankenstein.” This figure was in place the week before the picture opened, and during the showing. As a street ballyhoo he had a six-foot tall youth, made even higher by a big headpiece, dressed as Frankenstein, who made a store window appearance, and also stood on prominent corners. Smile-provoking feature of the campaign included 1,5 00 "faint checks,” printed like rain checks, with a stub to tear off which entitled the holder to go back and see a complete showing of "Son of Frankenstein” if the person fainted during any performance. These were distributed in advance to women. Teaser cards, shopping bags, 200 letters to doctors and nurses, and a special front, as well as special newspaper ads brought Erie capacity business on opening day. "Sweethearts” Batavia, New York Ralph Booth, manager, Family, sold his technicolor angle big by means of window displays tied in with merchants of latest fashion creations. He stressed the fact that this is not only first picture starring MacDonald, Nelson Eddy ever made in technicolor but also the first Metro picture ever made in technicolor. The Victor Herbert melodies sung, played in the picture were perfect tie-ins for music stores, music teachers, local orchestras, vocalists. Booth obtained good co-operation with musical organizations. "Jesse James” Harrisburg, Pennsylvania Clever cards with a sample of the actual film in color and listing cast were distributed by State, manager, Johnny Rogers. Tie-ups were obtained with five and 10-cent stores on street and Smith’s copy of the story, 5000 tabloid heralds distributed to school pupils and man disguised as "Jesse James” on horse was used as street bally. "Off the Record” Syracuse, New York Manager Buddy Freeman, RKO-Schine-Eckel, in tie-up with the Journal had newsboys distribute free copies of the paper with a paster three inches across the front page. This paster, printed in red on white paper, called attention to the showing of "Off the Record” and the new price change in effect at the Eckel. "Dawn Patrol” Watertown, New York Garson Jaffa, Avon, recently staged an extremely novel stunt for "The Dawn Patrol.” Jaffa arranged with a young flying student to fly his plane to New York and return with a print of the feature. Stunt, which was entirely successful, was played up big in the local paper. "Kentucky” Syracuse, New York Manager Harry Unterfort, RKO-Schine-Keith’s, in co-operation with the Journal ran a guessing contest consisting of 14 questions pertaining to the Kentucky Derby. Fifteen pairs of guest tickets were awarded. February 1, 7939