The Exhibitor (Nov 1938-May 1939)

BM-20 BETTER MANAGEMENT to inaugurate the new policy without stage shows and orchestra in Loew’s Century for "Idiot’s Delight.” Some of the tie-ups arranged included advance art in the newspapers running three weeks in advance; double truck layout with art and synopsis in the Sunday American; special art and story on Norma Shearer turning blonde and special story on Esperanto called the universal language spoken in scene from picture; Norman Clark’s complete column on the picture; Movie Story Magazine using 3 50 tack cards and banners on trucks, department store window on hosiery using Gable’s glamour girls as background in photographs; net banner across Baltimore street; 5,000 envelopes reading "Forbidden” with appropriate copy inside about picture being forbidden in parts of Europe; skit of 15 minutes from picture over WCAO opening day; special cards distributed by some big hotels. Results were gratifying with business proving the campaign okay. Syracuse, New York Manager Frank Murphy, Loew’s State, received advertising that cannot be bought when the Syracuse Post Standard ran two column editorial on "Idiot’s Delight,” giving theatre name and play date. Heading of the article was "A High in Motion Pictures.” In morning mail section of the paper there appeared a letter from the leader of the Esperanto group in Syracuse, which praised the picture and tied up the use of the universal language with the showing at Loew’s. "Gunga Din” Reading, Pennsylvania Manager C. G. Keeney, Park, put on a campaign as expansive as the sets against which the mighty panorama was set. In the first place, manager Keeney increased the size of his advertisements, taking, in the Times, Eagle some 1,600 lines for opening and day-before-opening announcements, not including a teaser campaign which started eight days before opening in the Eagle. Two-column layouts were also carried in the Boyertown Times, Hamburg Item, Kutztown Patriot, important county newspapers, with three-column advertisements the following week. Daily copy was also carried in the Pottstown Mercury, which usually carries Reading theatres’ advertising. Over radio stations WEEU and WRAW, exploitation (expensive, though very profitable) was carried on. The campaign was taken on the outside with many a 24-sheet throughout the city, the countryside. Arrangements were made for several window displays in the down-town area, with special cut-outs, stills, theatre-and-picture copy. Reading High School’s Red and Black, Albright College’s Albrightian devoted considerable space to the coming of "Gunga Din.” One hundred group discussion guides were given to the Reading High School Photo Fan Club, a similar number to the Reading Motion Picture Forum, both donated by the theatre on special request. Along with a great variety of other exploitation stunts, manager Keeney, Park, used a big street car covered from truck to top and from end to end with "Gunga Din” posters. Car was taken over every track in Reading and its suburbs. Literary and school groups were contacted by Keeney and the pupils of practically every building in Reading got advertising campaign material. "There’s That Woman Again” Allentown, Pennsylvania For the engagement at the Wilmer-Vincent Rialto, manager Leo Trainor, assisted by Columbia exploiter Ed Rosenbaum, secured an actress from a local dramatic school, dressed her as a goofy detective — with large rimmed spectacles, magnifying glass — had her looking in store windows, restaurants, etc., with a sign on her back reading " 'There’s That Woman Again’ at the Rialto Theatre.” There was also a tie-in with the Allentown News Company, with banners on trucks. A radio contest was conducted over WSAN on "Do Women Make the Best Detectives?” "Topper” — "Duke” — "Son” York, Pennsylvania Manager Paul Harvey, Strand, with the able assistance of his assistant Gil Fradeneck, went to town with a campaign on "Topper Takes a Trip.” Cigarette and perfume displays were arranged with two large stores, and Gil spent considerable time cutting out and pasting up comic strips to cover the entire front plugging the catch line, "It’s Funnier than the Funnies.” An invisible dog on a leash was led about the streets by a man carrying an appropriate placard on his back, and cooperative newspaper and window advertising was arranged. Harvey contacted the athletic directors of all the schools when he showed "Duke of West Point,” arranging school matinees with many of the directors bringing their gym classes in a body. Harvey and his assistant had a profitable campaign on "Son of Frankenstein,” sending out an "A” truck on the streets to haunt the vicinity of the schools and erecting special blowup cutouts in the lobby. "Wings of the Navy” York, Pennsylvania With "Wings of the Navy” opening during Boy Scout week and Navy week, Jules Reisman, manager, Capitol, arranged a neat tieup with the local scout council, whereby every scout troop was notified of the opening of the picture and the showing of Vitaphone’s "Lincoln in the White House” by a special letter from Scout headquarters. Opening was also announced at the annual scout banquet attended by members of all the service clubs in addition to the scouts and their advisers. Schools were contacted and many classes attended in a body. Window tie-ups were arranged on scout equipment, men’s shirts and boys apparel and special art plaques were made sell ing the short and attached to every piece of advertising on the feature. "Moonlight Sonata” Elmira, New York Mel Conhaim, Regent, set out to put the show over to the various local clubs, personally contacting University Women’s Club, Daughters American Revolution, Parents Teachers Association, Thursday Musical Club, and talked before school assemblies and library groups. He posted announcements in important fraternal rooms, and called on the telephone heads and members of cultural groups in towns surrounding Elmira. He tied up with the Elmira Motion Picture Council to sponsor the sale of tickets on the outside, securing good publicity in the society pages of local papers. Members of the Council volunteered as hostesses during run of film. Arrangements were made so that two women were on duty while theatre in operation welcoming their friends and urging them tell their friends about the picture and ask them to see it. "Delinquent Parents” Harrisburg, Pennsylvania Manager Jerry Wollaston, Victoria, sponsored contest on "Little Brown Book” radio program over WHP, offering prizes of $5, $3 and $2 to winners and free tickets to twenty other contestants for the best letters on whether children or parents are to blame for delinquency. He also had 3 000 heralds distributed to high schools, business colleges and on street, and arranged special lobby displays. "Paris Honeymoon” Syracuse, New York Manager Harry Unterfort, RKO-Schine-Keith’s, used a young man dressed as cowboy, carrying GAY BLADES G? NEW YORK'S SMART * Imitation Multiple-Size Letter Installation Genuine Wagner Multiple-Size Letter Installation First the Gay Blades Ice Casino installed an imitation of Wagner’s Multiple-Size Letters and Structure then — THEY THREW OUT THE IMITATOR In less than 60 days the imitation was dismantled and a genuine Wagner installation was made. The pictures above tell the story — note the difference. • Wagner Letters and Structures Are Fully Covered by Patents. Protected by Contract with THE PATENT PROTECTION CORPORATION. WAGNER SIGN SERVICE, Inc. 218 S. Hoyne Ave., CHICAGO 706 E. Hancock Ave.. DETROIT 123 W. 64th St., NEW YORK 6 Britain St.. TORONTO February 15, 19)9