The Exhibitor (Nov 1938-May 1939)

"Broadway Serenade” Waterbury, Connecticut Ed Fitzpatrick, Loew’s Poli, put on a smash campaign to sell "Broadway Serenade.” He tied in with the Elton Hotel to exploit the Gay Nineties sequence which opens the picture. Hotel waitresses wore the large Floradora hat, with a long ribbon imprinted with "Broadway Serenade,” hanging down the back; waiters wore derbies, with an imprinted band around them bearing picture credits; all members of the orchestra wore trick moustaches; orchestra played song numbers from the picture; received frequent plugs over their P. A. system, for everyone to be "sure and see the Gay Nineties Number in 'Broadway Serenade’ ”; placed Jeanette MacDonald dance cutout standee in their ballroom; a 40x60 of the star in the Copper Room, and a 3 0x40 in their beautiful and spacious lobby. He placed blown-up dancing stills of the star in all dance schools; 40x60’s in Hamilton Park ballroom; advance card notices on all hotel and restaurant tables throughout the city; promoted gratis a "Broadway Serenade” song-fest over WATR; full smash window display with a music shop, featuring a standee of Miss MacDonald at a microphone, a 40x60 of the star, blow-up of Lew Ayres, Frank Morgan, 18 colored stills, a black velvet drop for background and plenty of selling copy with proper theatre credit cards; music displays. Several days in advance he set up on the marquee a recording and p.a. systems over which he played, several times daily, the hit numbers from the film. He also received permission from the city fathers to stencil the sidewalks, and place directional signs around the city all of these telling the distance to "Broadway Serenade” at Loew’s. He placed teaser cards in all telephone booths, parking stations, under doors, on city fences and poles; strung a mammoth banner at the Armory entrance where the State basketball tournaments were being held; used a musical street ballyhoo, beautiful girl and handsome boy, each playing an instrument, the girl a guitar, and the boy an accordian. "Song of the Plains” Reading, Pennsylvania George Peters, manager, Loew’s Colonial, carried out a big publicity drive for "Song of the Plains” ("Let Freedom Ring”). A small printing press, installed on the sidewalk in front of the box office, and hand operated like that in the picture, ground out handbills about the show. Every passerby got one of the bills. Greater Reading Post, Veterans of Foreign Wars, attended the show in a body, as guests of Peters, but the post helped along in a practical way by bringing along its entire uniformed drum and bugle corps to play a concert outside of the theatre. Four hundred fifty local newsboys were guests of the management at a Saturday morning show. A year ago, when Nelson Eddy was in Reading in person, he learned of Loew’s custom of inviting children from orphanages to be the guests of the management at special showings. Just before the opening of Eddy’s "Songs of the Plains” at Loew’s Peters got a telegram from Eddy’s management, suggesting that he permit the children of various orphanages to see the picture, as Eddy’s guests. Peters issued the invitation and 600 boys and girls from five institutions attended. Civic clubs furnished transportation, and Peters got much good newspaper publicity. "Kentucky” Batavia, New York Cliff Schaufele, Lafayette, in addition to regular routine advertising on "Kentucky,” used an empty store window to build up racing angle of picture by displaying two jockey suits and hats to set off art and still display. BETTER MANAGEMENT "Blondie Meets the Boss” Allentown, Pennsylvania Manager Leo Trainor, assisted by Columbia exploiter Ed Rosenbaum, had, among other things, the following items in the campaign on "Blondie Meets the Boss” at the Rialto. A wire-haired puppy was given away in a name contest. Purp was part of a week-long lobby display. On opening day, 30 blondes were given a bus ride about the city, banners and noise makers calling attention to themselves. Visiting cards, reading "How’s bout a date — Blondie,” were given out, in the number of 3,000. A bank account was started (with $1) for all babies born between March 31, April 5. Ten 24-sheets, four six-sheets were posted. Over WSAN, a "Most Famous Blondes” sidewalk interview program was thrice broadcast. Harrisburg, Pennsylvania Radio program on famous blondes in history, what they were noted for, was part of campaign used by Colonial, manager, Jack O’Rear, assisted by Ed Rosenbaum, Columbia. Novelty cards reading "How’s about a date with Blondie” and address of theatre beneath it, were distributed. Tie-ins were arranged in store with Bulova watches, electric razors and luggage, newspaper advertising also being included. "The Little Princess” Reading, Pennsylvania General manager Paul E. (’’Peg”) Glase went to town in a big way for the engagement of 20th Century-Fox’s "The Little Princess’’ at the Wilmer-Vincent Embassy. Believing that Shirley Temple is always good for a big week — if sold properly to the public — he staged, among other things, the following stunts, all of which contrived to send the technicolor production into an overtime period. 27 Advertising space was increased in the Eagle , Times, with displays in the Labor Advocate , directory space in the Pottstown, Hamburg, Boyertown papers, as well as in the papers of nearby schools, colleges. Posted were 100 window cards, 5 0 midget cards, llxl4’s in 46 neon clocks. A valance for the marquee was used. Eight stores tied in with window displays. Two thousand napkins were distributed in eight spots. Two thousand Fan Photos were distributed at schools, stores. New Haven, Connecticut Two windows in the center of town, plus a magazine distributing plan, were the promotions used by manager Bob Russell. A large restaurant on the main stem, Shirley Temple’s picture was publicized in a 3 0 by 40 display space. Photo showed the little star drinking milk. Because of merchant’s milk and ice cream bar, restaurant co-operated nicely. Other window was in one of major dime and quarter stores. He also used an ice cream sundae idea. Novel tieup of all was the insertion of 3000 take-off pictures in Liberty magazines. "Mystery Plane” Brooklyn, New York The boy and girl writing the best letter on "Why I like Tailspin Tommy” will receive a free season pass for one adult, one child to the Brooklyn Strand. Promotion of the Monogram air thriller is being run by the Strand management in conjunction with The New York Post in which the cartoon serial which inspired the film is a daily feature. The contest is open to all children between the ages of six, sixteen. The writers of the best hundred letters will be admitted free to a special showing of the picture. According to the Strand’s Theodore Trust, management of the house will judge the competition. AMERICA FIRST, LASTALWAYS! * MAN OF CONQUEST * RICHARD DIX as Sam Houston • Gail Patrick as Margaret Lea • Edward Ellis as Andrew Jackson Joan Fontaine as Eliza Allen • A Republic Picture April 5, 19)9