The Exhibitor (Nov 1938-May 1939)

Highlights in Selling Features "Jesse James” Baltimore, Maryland Special tie-ups arranged by Morns A. Mechanic, president, New, included one with the Maryland News Company and the Baltimore News Company by which each placed 500 window cards on news stands, the latter advertising their reproduction of "Jesse James Stories,” such as were published about 1902 and the picture and the former advertising their Dynamic Detective Magazine Stories with the story of Jesse James from the picture. A contest was arranged for the Baltimore NewsPost through W. H. Baskerville, managing editor, by which contestants wrote their opinions of how long did they think J. Edgar Hoover and his organization would have taken to capture Jesse and his gang. Harrisburg, Pennsylvania Highlight of promotional campaign of State, manager Johnny Rogers, was contest in which man with a characteristic of the outlaw walked the streets, went through stores, visited police headquarters in City Hall and other places, until someone placed hand on his shoulder and said “You are the notorious Jesse James.” The reward to the person identifying him was $2 5 and Harrisburg Telegraph sponsored the contest. Three ushers, each wearing toy gun and holster, were sent out to add further mystery in the search. Man was actually wearing only one item characteristic of Jesse James and that was a black tie. "Smashing the Spy Ring” Reading, Pennsylvania Highlights in the campaign for Columbia’s "Smashing the Spy Ring,” as conducted by Manager Paul E. Glase, aided by Columbia exploiter Ed Rosenbaum, were the following items, made for the run at the Embassy. A parade of the 60-piece Veterans of Foreign Wars Drum and Bugle Corps to the theatre on the opening day was arranged. The veterans carried banners reading "Wake up, America, before Decorative Lighting • Glass and Metal Work Exit and Direction Signs • Ornamental Plaster Drinking Fountains • Air Distribution Plaques 36 Years in Business Is Your Assurance of Our Reliability . VISIT OUR SHOWROOMS OR WRITE US _ _ Designers-Engineers-Manufacturers VOI G I 1745 N. 12th Street. Phila. MORE IN CONSTANT USE THAN ALL OTHER SAFETY DEVICES COMBINED . . it’s too late,” "We are on our way to see . . . ,” etc. A special 16-foot board was built to represent a large American emblem, with the play-date, "Wake up, America.” Flags and a special valance decorated the marquee. 3,000 imprinted napkins were distributed in restaurants, lunch rooms. 3,000 imprinted bags were distributed at a "five and 10,” where also 50 silk badges were worn by the girls. A "G” sundae (G for good) was featured. Chief of Police Shearer went to the airport to receive the print for a special preview. A special jewelry-store window was obtained, with other window displays in a "five and 10.” 3,000 special dodgers were distributed with copies of Liberty. Daily announcements were made over radio station WRAW, with also a special broadcast from the stage of the State. In the Embassy’s lobby several unusual 40x60’s, two 60x80’s were used. "They Made Me a Criminal” Syracuse, New York Manager Harold Raives, RKO-Schine-Paramount tied up his showing with both Syracuse afternoon papers. The Syracuse Journal ran a cut on scenes from two pictures on succeeding days. Those identifying the picture from which taken and writing best 50 word essay telling why the scene was remembered were given tickets to Paramount. Contest in Syracuse Herald was a best letters answering the question "If you were a detective, would you arrest a man accused of committing a crime, if years later you found him leading an honorable life?” Guest tickets were the prizes. "Artists and Models Abroad” Batavia, New York Ralph Booth, Family, secured cooperation of local department store to display styles worn by Joan Bennett in "Artists and Models Abroad” in their store with proper announcements and credits to theatre. Store also used a fashion display window with copy and stills from the picture. Booth went after this picture mainly with local tie-ups on many angles of the picture, and for the music angle had display of records and sheet music from the picture in a music store window with art cards and playdate. In a window tie-up with a millinery shop, headwear similar to that worn in the picture was displayed with stills and copy. "Duke of West Point” Rochester, New York Manager Lester Pollock, Loew’s Rochester, put on the works for "Duke of West Point.” Tied up with lacrosse and boxing shows with banners and programs, radio announcements, orchestration placed in night clubs, card tieup stills in stores, 200 tax bumper signs, 3,000 copies of Reader’s Digest with stickers, ditto Sunday American comics. "Topper Takes a Trip” Syracuse, New York Manager Frank Murphy and assistant Joseph Boyle, Loew’s State, arranged cooperative advertisements in two Syracuse papers with the dis tributors of Philco radios and a music store handling them. Patrons were given cards on which name was to be written and deposited in box at music store. These were taken to stage of theatre during the last part of the run, names of winners were drawn and seven Philco radios were presented to lucky persons. "Rhodes” "Forest Hills, New York Upon playing a return engagement of "Rhodes,” in which Walter Huston played the famed diamond king-empire builder, manager Alfred Simon, Inwood, prominently displayed the angle that Actor Huston was currently playing Broadway in a stage success, "Knickerbocker Holiday.” Through the mediums of a display in the lobby of the theatre and the house-to-house distribution of heralds, added publicity was given the picture. Highlights in Selling Shorts The March of Time , No. 5 Troy, New York A campaign that was more than exploitation was staged for The March of Time, No. 5 ("The Refugee: Today and Tomorrow") by manager Leo Rosen, Troy, Troy, New York. Summarily, his campaign was conducted under five headings: NEWSPAPERS — For five days prior to opening the advertisements were underlined in the Troy Record; special advertisement in the Record in addition to the regular space; special stories in the Troy Observer, Cohoes American, the Rensselaer Polytechnic Institute newspaper, the Troy Record ; 500 special announcements sent out by Temple Beth El; special story in the Troy Community Center paper. TRAILERS — Special trailer was used 10 days in advance of opening. EXPLOITATION — Special screening was held, attended by 40 ministers, 11 priests, two rabbis, the superintendent of schools, head of the Parent-Teachers’ Association, heads of the YMCA, YWCA, Jewish Community Center, etc., with manager Rosen addressing the meeting before the screening, an open forum, lead by Dr. Robert Campbell, president, Troy’s Ministerial Association, afterwards; the Ministerial Association passed a special resolution in the reel’s behalf; announcements made in Catholic Churches, schools; plugged at a lecture of Hollywood’s Edward Jason; stills, cards, were planted in the YMCA, YWCA, churches, temples; four empty store windows decorated with stills, etc.; 500 phone calls were made to a selected list, in addition to the theatre’s regular mailing list; all March of Time subscribers were notified by telephone. RADIO — Three special announcements on separate programs, as well as plugs over a soft-drink commercial. LOBBY — Special set-piece used in the lobby for 10 days in advance; 40x60’s, 36x72’s used in front of theatre; a six-foot blow-up was made in the form of a scroll with the names of the churches, signatures of those attending the special preview. Further proof of the campaign’s effectiveness is given by manager Rosen, who states: "The result of this campaign is even more gratifying because it has placed the Troy Theatre in a very favorable light as far as the religious, educational and cultural leaders of the city of Troy are concerned and, firstly, the Troy Theatre is now considered as an institution because when the open forum and the meeting was held at the screening, the management was personally thanked by the various clergy for his cooperation and it was decided at the forum that something definite should be done for the refugee families now located in the city of Troy. In fact, a special committee was appointed headed by the Troy Council of Social Agencies further to investigate the refugee problem in Troy, to do something about it, and definitely to seek ways and means to aid the present refugees in the city.” "The Declaration of Independence” Woodhaven, New York That extra work results in extra takes at the box office was vouchsafed to manager Harry Gabriel, assistant manager Lloyd Miller, when they got behind Vitaphone’s "The Declaration of Independence” for its run at the Roosevelt, Woodhaven, Long Island. Among the items in the Gabriel-Miller campaign were the informing of the Boy Scouts, (unior Cadets, Junior Naval Militia, American Legion, Veterans of Foreign Wars that the picture was on view; the prominent mention in the house’s 4,000 programs; the distribution of 4,000 heralds; an art display in the lobby for two weeks in advance of playdates. February S, 1919