The Exhibitor (Nov 1938-May 1939)

IS Weatherford, Bell Win In ''Marie Antoinette” Contest The six winners in Metro’s "Marie Antoinette” contest, including two theatre managers and four patrons, whose prizes will be all-expense round trips to France, were announced last week by Howard Dietz, director of advertising and publicity for Metro. Theatre men are Frank Weatherford, Worth, Interstate Circuit, Fort Worth, Texas; Ray Bell, Loew’s, Washington, D. C. Six winners will sail from New York on the Normandie May 3. Final decision was reached after a series of meetings in New York City by a board of five judges, including Count Henri d’Ornano, director of the French Government Tourist Bureau of the Republique Francaise; Edward F. Knight, director of publicity for the French Line; William Lewin, Department of Secondary Education of the National Education Association; David Blum, Metro, International department, and William R. Ferguson, manager of exploitation. Highlights in Selling Features "The Little Princess” New York City One of the biggest publicity stunts was staged in New York by Harry Mandel, his RKO metropolitan publicists, the metropolitan RKO theatres combining in a quest to discover a little girl, between the ages of 7 and 10, who closely resembles Shirley Temple. When found, the lass became a ''Little Princess” for a day. Entry blanks for the "Shirley Temple Resemblance Contest,” the winner of which received a $100 cash prize, was feted royally for 24 hours, received a complete Shirley Temple wardrobe, numerous other gifts, were available at the metropolitan RKO theatres. If the manager of any of the houses believed a child had the slightest chance to compete, arrangements were made to have the pictures made free of charge. The "Little Princess” was chosen April 5 by three competent judges. On April 7 at six in the evening, the victorious youngster began her 24 hours of whirlwind entertainment. A suite of rooms for the winner, her mother was engaged at the Waldorf-Astoria. After breakfast, the child visited an exclusive hairdresser, where her curls were arranged in the Temple manner. Following the beautifying treatment, she visited Stern’s department store where she was outfitted in Shirley Temple clothes. After lunch, she attended one of the RKO houses for a screening of the "Little Princess.” Following the theatre party, she held court at a tea, reception at which time she received her prize money, gifts, a Shirley Temple doll, an autographed "Little Princess” book, the gift of Miss Temple. A cameraman representing the Bronx Daily Home News, RKO publicist Peg Foldes, accompanied winner during her thrill day. A pictorial record of the day’s activities was a full-page feature of the widely-circulated Bronx paper. The response was so great that a separate contest is being held for the Brooklyn entrants, this one closing April 12. "Song of the Plains” Reading, Pennsylvania For his campaign on Metro’s "Song of the Plains” (better known to exhibitors outside of upstate Pennsylvania as “Let Freedom Ring”), manager George Peters, Loews’ Colonial, emphasized the "Wasp” angle of the Nelson EddyVirginia Bruce opera. Various angles of the Peters campaign follow. The outstanding stunt was the "Wasp” hunt, with some 800 children, adults within a specified area looking for the Wasp. The stunt was effected without the help of either of Reading’s papers. Announcements on a radio station, a small donkey (appropriately labeled), heralds distributed at schools begot the interest. A cowboy, cowgirl parades the streets with banners. A masked cowboy, operating an old type foot press, printed Wasp notices on the sidewalk in front of the theatre. Teaser placards were placed on theatre entrance doors, with special teaser, "personal endorsement” advertisements in advance in both the Eagle, Times. A story was broken in the Times concerning Nelson Eddy’s inviting under-privileged children to be his guests at same show. A special screening was arranged for newsboys. Patriotic organizations were informed of the picture’s coming, with various "nights” being offered during the run. Contacts were made with music and choral groups, women’s clubs, schools, with co-operation from libraries, stores. "Made For Each Other” Gloversville, New York Frank Boucher, manager, Schine’s Glove, put over an excellent campaign for "Made for Each Other.” Frank .started with teaser ads headed: "Is It Crazy to Get Married These Days?” Then Frank had 2,000 letter envelopes and sheets printed with copy on the envelope reading: "To Every Boy and Girl in Gloversville of 18 to 25” followed in smaller type with 'Read Every Word of the Enclosed If You Expect to Marry.” Inside was copy asking: 'Is it crazy to get married these days — and have babies? How many times have you thought of this question . . . How many times have you planned to get married and that one question stopped you . . . Let Carole Lombard and Jimmy Stewart help solve that problem for you in 'Made for Each Other.’ It’s a swell show and I’m sure you’ll enjoy it.” Advertising approach caused a great deal of comment. Frank also played up the fact that Charles Coburn, chief actor in the Summer Mohawk Drama Festival at Union College, and well known here, had a major part in the production. He also cashed in on the fact that Carole Lombard’s marriage to Clark Gable made the front pages just as the picture opened, by arranging a display of newspaper stories and art in the lobby. "Broadway Serenade” Providence, Rhode Island To the customary heavy newspaper play for a big picture, Eddie McBride, Loew’s State, covered all the sheet music counters in the city, arranging displays of Jeanette MacDonald stills tied in with copies of songs from the filmusical. Also supplied one of the big downtown drug and cosmetic stores with a free supply of paper bags on which was printed plug for film. In the State lobby, McBride acquainted customers during week before playdate with "Broadway Serenade” songs by having them played on an amplifying phonograph. Film also was plugged on the "street” broadcasts over WPRO, the programs originated on sidewalk outside State lobby. Syracuse, New York Manager Frank Murphy, Loew’s State, through co-operation of Syracuse Park Commission, staged an Easter Egg Hunt. One thousand eggs were hidden. One gold egg rewarded the finder with $5. Five silver ones were worth $1 each. Ten red ones at 50 cents and 50 white ones saw winners getting passes to see Jeanette MacDonald in "Broadway Serenade.” Hunt was held Saturday morning before Easter Sunday and was covered by all local papers plus a 15 minute description of the hunt direct from the Park. "Blondie Meets the Boss” Allentown, Pennsylvania The two really unusual stunts used by Leo Trainor, manager, Wilmer and Vincent’s Rialto, in his exploitation for "Blondie Mees the Boss” attracted much comment. They were: A wire-haired pedigreed Fox Terrier was on exhibition in a pen in the lobby for some 10 days together with a sign stating that the person who gave it the winning name would win the dog. Sign said "Blondie” was so busy making pictures that she didn’t have time to take care of the dog which therefore needed a good home. At a midnight pre-screening, announced in full in newspapers, Allentown’s four champion "sour pusses” were shown the picture and only one failed to break out into laughter. All four had their pictures in paper before and after the screening in a solid two-column ad arousing real news interest. "Society Lawyer” Waterbury, Connecticut Assistant George Loukides, Loew-Poli, built up the twin bill idea with his recent campaign activities on "Society Lawyer,” co-featured with Broadway Serenade.” Among other things his activities included window displays on Max Factor Cosmetics, using a full set of 8x10 stills in each window; full fashion display windows with leading clothiers; 2000 suppoenaes to persons about the city, to appear before the "Societly Lawyer” at the Loew-Poli; engraved invitations to all lawyers in the city; song numbers played in all hotels and restaurants with special cards on all tables; splendid book tie-ups on mystery stories written by Arthur Somers Roche; a series of key-hole displays in form of shadow boxes, with a still in each one, and strong catchline for each; plugs over morning organ broadcasts, spot announcements before and after a local mystery program. "Spirit of Culver” Richmond, Virginia Stewart Tucker, acting manager, arranged several neat tie-ups, including co-operation of American Legion, who had various Post Commanders mail post cards to all members urging them to see the picture. John Marshall Cadets attending show in body, marching in full uniform to theatre. Stills were placed on bulletin boards at Benedictine and John Marshall High Schools. April 12, 19)9