The Exhibitor (Nov 1938-May 1939)

BM-2 5 throw a carpet away BACK was worn out? letter was mailed by Benjamin E. Schreiber, manager, Rivoli, Brooklyn. Inasmuch as both letters arrived in the Philadelphia office of The Exhibitor on the same mail and because of the unanimity of opinion, the Jay Emanuel Publications takes pleasure in awarding to managers Rosenthal and Schreiber each a check for $5 for correctly naming Case No. 4 — • the Jewel, Brooklyn. To others who took time to send in their answers — and 8 8 percent named the right theatre!— the Editors offer their thanks and appreciation not only for their interest in the series but for the nice things said about their favorite Home Town Trade Paper. Among those answering were Al Reisch, 303 1 Brighton 13 th Street, Brooklyn; Harry D. Kriegsman, Randforce's Clarion, Brooklyn; J. A. Fein, G. O. K. Enteprises’ Palace, Jersey City; Norma Bernstein, 20th Century-Fox; Maurice G. Reisner, Randforce’s Rainbow, Brooklyn; Louis Fishkin, Randforce’s Alba, Brooklyn. Identification of Cases Number One and Two remain, to be completed. Awards will be made on these as well as Case Number Five, published in this issue, when they are identified. Highlights in Selling Features "The Story of Vernon and Irene Castle” Providence, Rhode Island In advance exploitation for the Astaire-Rogers film at the RKO-Albee, publicity man Bill Morton placed all emphasis on music and dancing. The regular orchestras in the local radio studios, Earl Shean’s at WJAR, Ed Drew’s at WPRO, frequently used medleys from the film, and there were the usual tie-ups with the music stores and sheet music counters, with plenty of stills supplied by the theatre. Morton also covered all dancing schools and dance halls, supplying onesheets and still series of dance routines. He also planned to try out a gag with one of the new wire-less radio sets, which, with sign bally painted on it, would be carried between home and theatre by members of the house staff. "Four Girls in White” Rochester, New York Lester Pollock, Loew’s, put on bally for "Four Girls in White,” theatre’s second feature, on the idea names in ’’Fast and Loose” would draw there. Feature was contest getting big spread in Evening News, offering $5 each for first girl and boy babies born after midnight March 31, day the picture opened. Nurses were given big play in buildup for the contest. Manager Pollock also got art of four nurses at top of ad for the most conservative drugstore in city, first time in memory linking in theatre campaign. Four attractive girls in nurse costumes passed out cards on street asking "Why did the four girls in white become nurses? See film at Loew’s Friday.” "Wuthering Heights” Providence, Rhode Island Manager Ed McBride, Loew’s State, working in conjunction with United Artists’ advance man Floyd Scott, went first to the Providence Public Library and its five branches and placed still displays handsomely mounted by the State’s poster artist, Eddie Wisewell, calling attention to the literary distinction of the Bronte novel, the cinematic distinction of the film version. A majority of the downtown book stores and lending libraries also took still displays for use in selling or circulating the book. Biggest downtown drug store had a book window with a full set of stills. Other window tieups were made with the city’s leading Did you ever because the No, of course not. It’s the face of the carpet that gets the wear. That’s why Alexander Smith puts all the wool . . . every single ounce into the face of CRESTWOOD Carpet. 100% wool face is one reason for CRESTWOOD’s amazing wear record . . . one reason why CRESTWOOD is America’s biggest-selling carpet. There are many other reasons of course. We’ll be delighted to demonstrate them to you. Just telephone MUrray Hill 4-7500, Extension 17. Or write Contract Carpet Division, Alexander Smith & Sons Carpet Co., 295 Fifth Avenue, New York. ALEXANDER SMITH Crestwood Carpet Unretouched Photograph April 19, 19)9