The Exhibitor (Nov 1938-May 1939)

BM-26 BETTER MANAGEMENT NEW THREE-WAY MICROPHONE. Introduced recently by the RCA Manufacturing Company, this three-way microphone (more fully described on page 21) will pick up sound from one, two or all directions. jewelry store and a smart downtown dress shop, the period bonnets being featured in the latter case. Engagement plugged by announcer during the two regularly weekly broadcasts by Maurice, Loew’s State organist, over WPRO, and also on the regular "Man in the Streets” broadcasts by the same station. "Three Smart Girls Grow Up” Syracuse, New York Manager Harry Unterfort, RKO-Schine-Keith’s played up the appearance of former local favorite William Lundigan in selling "Three Smart Girls Grow Up.” Mayor Marvin proclaimed the opening day, "Bill Lundigan Day,” supported by Look to GENERAL for proper POSTURE — comforting ease and grateful relaxation that win good-will. Look for colorful, modern design that makes an interior distinctive. GENERAL quality seating is surprisingly economical. Just consult a GENERAL dealer for a new chair or reseating job. He will give you ''A SQUARE DEAL CHAIR DEAL." m GENERAL -.i.l.i. I.i.l.i BEN LUST 1001 NEW JERSEY AVENUE, N. W. WASHINGTON, D. C. j ■ GENERAL SEATING COMPANY CHICALQ the Chamber of Commerce and all of the down town stores. A stunt used over a year ago, in which Mayor Marvin made Deanna Durbin a member of his staff together with pictures of Lundigan pesenting hen with gold badge, was revived and made excellent copy. A special transcription made by Lundigan at Universal for the use of Keith’s was used over WFBL station, where he was formerly an announcer. "Prison Without Bars” Worcester, Massachusetts Bob Portle, Loew-Poli Plaza, worked up a flock of angles on this foreign-made, with the assistance of Ed Bellew, United Artists. A private preview was held at midnight preceding regular opening day, with guards and deputy sheriffs from the county jail as special guests. A shoe store provided 5 000 heralds, the theatre another 5 000, plus 2000 more that were inserted into tabloid newspaper. Kresge used blackface ads on 2000 paper bags, also featuring a Corinne Sundae (the star is Corinne Luchaire.) Four automobiles adorned with banners kept circulating about the town, a 24-sheet was laid out on the big lobby floor and then roped off. A telegram from Paris from Corinne Luchaire was blown up, 60 by 40, and two Postal Telegraph boys carried it about the streets. Another blowup adorned the Postal window. The Legion Junior Drum Corps gave a concert outside the theatre on the morning of the regular opening day. Manager Portle arranged a slew of tieups with stores (about 15), hung a 16-foot banner across the road at entrance of the city from the east, steciled the sidewalks, obtained spot announcements on radio, took extra newspaper ads, used special trailers at two other Loew houses here, and got film announced between numbers at wrestling matches and two leading ballrooms. "Snow White” (in French) New York City American premiere of Walt Disney’s "BlancheNeige et les Sept Nains,” the French version of "Snow White and the Seven Dwarfs” was further enhanced by the typically French theatre front and lobby especially designed for the Waldorf where the pictured opened. For the first time the public had an opportunity to see the complete details of how a Walt Disney film is made for here was a continuous moving display on sliding panels, 30 by 40, one on part of the front of the theatre. Another section of the front was devoted to the display of original and detailed line sketches created by the Disney artists which were a basic guide to the animators in the creation of "Snow White” and the dwarfs. A collection of the original French art created by Parisian designers and used for display and advertising purposes at the Marignon, Paris, where "Blanche-Neige” ran for 3 1 weeks, have been sent from France and were included in the lobby display at the Waldorf. Covering the entire top of the marquee was a reproduction of "Snow White’s” castle with huge paper mache heads of the Princess and the dwarfs cavorting about. Through the use of a special broadcasting apparatus over the box office, the songs, in French from "Blanche-Neige” were continually played, while the sheet music, carrying the French and English lyrics will be on exhibition in the lobby. "Cafe Society” New York City Phil Laufer, George Scharff, Tom Rogers, Loew’s publicists pulled off three of the neatest newspaper space grabbing stunts seen here in many a moon during their campaign on the "Cafe Society” engagement at the State. Trophies were awarded the three most beautiful cigarette girls in Manhattan night clubs. Hotel Lincoln’s Bar bara Stillwell won first prize. Another gag which used up plenty of printer’s ink was the one wherein the famous escort service’s famous Ted Peckham led a group of pretty girls, handsome men, all in formal attire, to the outstanding night spots in Manhattan. A newsworthy part of the stunt is the fact that they all made the rounds of the clubs with a Borden’s milk wagon as their means of transportation. Jerry Sager arranged a waiters’ race down Sixth Avenue from the Ziegfeld. It tied up traffic besides setting up an odd sight for newspaper reporters, photographers. "Wings of the Navy” Elmira, New York Highlighting his campaign on Warners’ "Wings of the Navy,” manager Ray Fahrenholtz, Strand, conducted a "Wings of the Navy” scholarship contest, with a special trailer, 40 x 60 display, and letters to the 1 5 principals of local, nearby high schools. Other items in the Fahrenholtz campaign were an overhead display across the entire lobby, five days in advance; ten special window cards (made up from pressbook covers); special model airplane display; three window tie-ups on model airplanes. "Going Places” Providence, Rhode Island Because Universal’s "Going Places No. 60” had a definite local interest, Arthur Goldstein, Avon, got behind it and gave it the sort of ballyhoo usually reserved for features. Second half of subject deals with visit by boys of the Providence Country Day School, swank local prep school to an art museum in Worcester, Massachusetts. Goldstein contacted local private schools, and all students of the Country Day School were informed of playdate which, incidentally, was firstrun at the Avon. He also gave the short special lobby placards, had a special trailer made, and gave the reel special prominence in all newspaper ads. "Broadway Serenade” Richmond, Virginia Allen Sparrow, manager, Loew’s, arranged several nice tieups. He first secured the Nelson Eddy mailing list of the Civic Musical Society and mailed post cards. He had a 12-inch co-op ad with a beauty shop in Sunday paper, displays on all music counters and windows, 4,000 Easter LOST-AND-FOUND LIGHT. This flashlight on the end of a metal pipe (with the light control in the proximal end) was devised by serviceminded manager Lester Pollock, Loew’s Rochester, Rochester, New York. April 19, 19)9