The Exhibitor (Nov 1938-May 1939)

14 BETTER MANAGEMENT Number 28 of a Series: Attention was centered upon the literary classic angle of the motion story through tieups with Scribner’s & Sons, book publishers, in which they made up a display centering upon rare first editions of the Bronte sisters’ works. Large size displays were placed in all city libraries, high schools and elementary schools as well as at Columbia University to popularize the novel, and windows were devoted to the popular-priced reprint editions of the book by the large chain drug stores. The story of "Wuthering Heights” was forcefully brought home to more than 23,000,000 radio listeners when Miss Oberon appeared as guest star on the popular Kate Smith hour in an effective dramatization of the film. To bolster the engagements of the film in major cities throughout the country, an intense national ad campaign was used with full page color insertions. Harrisburg, Pennsylvania Letters were mailed by manager Sam Gilman, Loew’s, to English departments of the schools, suggesting that they add "Wuthering Heights” to study list, give students book review credits and offering partial scripts at request. Blow-ups of magazine stories were reproduced on board displayed in front of theatre. Copies of the book were sent to each newspaper columnist direct from Oscar Doob, Loew’s publicity chief, New York, who followed up the gifts with personal letters praising the screen play. Special preview was held for newspaper critics, who ran advance reviews. Syracuse, New York By arrangement with the Little Theatre Group of Syracuse, manager Frank Murphy, Loew’s State, had the theatre designated as depository for books donated in a city-wide drive for reading matter to be given to worthy causes. Boy Scouts handled the collection of books, given publicity on time over WFBL, and also announcement was made that any one donating any work of Emily Bronte would receive guest tickets to see "Wurthering Heights.” were massed in front of the theatre, before the group entered as guests of the management. Billboards were used for the first time this year. Women’s auxiliary of the American Legion also plugged the picture in their weekly Sunday broadcast. "Stagecoach” Harrisburg, Pennsylvania Manager Sam Gilman, Loew’s, used a stagecoach, built in 1 849, and Indian on horseback, as a street bally for several days. Coach hauled city officials and others over downtown streets while photographs were reproduced in newspapers. A miniature coach, obtained from a local hotel, graced the corner of Gilman’s desk for a week or more. Members of Cornplanter Tribe, Improved Order of Red Men, paraded in costume over downtown streets on their way to Loew’s as guests of the theatre. Thousands of blotters with ad on top were placed on desks of State employees at the Capitol. "Blondie” Harrisonburg, Virginia Waldo Chandler, Virginia, had a special campaign on "Blondie.” Local newspaper cooperated by carrying teaser lines on "Blondie” over the comic strip a week in advance. He also planted a scene mat on "Blondie” and a scene mat on "Titans of the Deep.” The Valley of Virginia Milk Producers Association took a twocolumn ad using a picture of Larry Simms, who plays Baby Dumpling and, who is described as a typical healthy milk-fed baby. The ad plugged the attraction and his playdates at the Virginia. "Blackwell’s Island” Syracuse, New York Manager Erie Wright, RKO-Schine-Paramount, by using strips of wood painted black, transformed the shadow box in lobby into prison window through which could be seen cut-out head of John Garfield and stills from the picture. P. L. DYSARD PRINCESS THEATRE Lewisburg, W. Va. "THE EXHIBITOR is one of the best magazines to reach our desk. The reviews of pictures are excellent, and each week we look forward to receiving our copy.” Nearly every Exhibitor reads THE EXHIBITOR! AN INVITATION Throughout 1 93 9, expressions of praise, comment, criticism or suggestion from our many Exhibitor Friends will be carried in similar form in every issue. W.e welcome the expression of every reader and will use them in the order in which they are received. "Flying Irishman” Elmira, New York Mel Conhaim, Regent, dominated his campaign on "The Flying Irishman” with the aviation angle, promoting from local airport a plane of the type Corrigan used, had plane towed backwards (the wrong-way angle) through the main business thoroughfares during shopping hours appropriately bannered with titled poster of Corrigan, playdate, etc. Airplane appeared at industrial plants at closing time and man dressed as aviator announced statistics on plane, flight, etc., with details, and announced playing date. He used a lobby setpiece illuminated with stills, also had a globe with flight route outlined on display in lobby with poster and appropriate copy. Service staff wore aviation helmets with copy on placards. On outside, were posted several large arrows marked with copy "The right way . . . to see . . . the 'Wrong Way’ Douglas Corrigan in 'The Flying Irishman,’ playdate, theatre, etc. "Spirit of Culver” Bridgeport, Connecticut Morris Rosenthal, manager, Majestic, went to town, lining up all of the veterans and patriotic organizations including the American Legion, and the Bridgeport patriotic societies. A special preview was held for the officers of the organizations a few days before the picture opened, after which they publicly endorsed, via the newspapers, the picture. Postcards were sent to members of all of the Legion posts, and cards were distributed at all of the library branches and high schools. Ten thousand heralds were distributed house to house, plugging the picture. On opening night, officers and color bearers of all of the war veterans and patriotic organizations and the colors Highlights in Management Ideas House Program Calendar Portsmouth, New Hampshire Not a new idea, but nonetheless an effective one, is the monthly calendar sent out by manager John W. Howe, Olympia. On a card, 8J4 inches, is a large figured calendar, with the program listed under the proper dates. Full length vertical lines show change of program. To keep the calendar up-to-date, manager Howe supplements the service with weekly programs. The bottom inch of the calendar is sold to a local merchant. The calendar is delivered monthly, by an usher in uniform, to all offices and business houses in the downtown district. The old calendar is picked up when the new one is distributed. From the returns of the preceding month’s calendars, it is indicated that they are really used. The calendar is also mailed to the out-of-town list. The weekly program is unusual, being printed on light cardboard and folded to give a 2J4x4inch wallet or pocket-size announcement. Experience, declares manager Howe, has proved this form the most effective. ENDORSED BY LEADING AUTHORITIES ON Fire Prevention anil Safety Abril 26, 1919