The Exhibitor (Nov 1938-May 1939)

Highlights in Selling Features "Man of Conquest” Harrisburg, Pennsylvania Combined efforts of manager Jack O’Rear, Colonial, and George Fishman, Philadelphia, Republic publicity man, resulted in extensive exploitation campaign which was highlighted by special advance screening for newspaper critics, newspaper employees, heads of the YMCA, other organizations and city employees. Buffet luncheon was served at the performance, which followed the regular show. Study guides were furnished to head of the school board, who distributed them to various teachers, all of the guides being stamped with the play date. Special feature taking up an entire page, "Avenger of the Alamo,” was run in the Harrisburg Sunday Courier, while special fourcolumn layout, not on the theatre page, was printed gratis in the Harrisburg Telegraph. Sign about 12 by 18 feet, on which still were mounted, was displayed on entire front wall of lobby for six weeks prior to opening of the engagement. Ten 24 sheets were posted for a week’s showing. Excerpt from Newsu-vck, comparing the picture with "Dodge City,” was incorporated in opening day ad. Street bally for two days consisted of man dressed in costume of period of the picture, riding a white Texas pony. Title was printed on stiff flag fastened on a lance and also on small sign on the rider’s back. Book marks were used at public library and book stores advertising the picture and mentioning other books relating to the same period in Texas history. Special stories were included in The Patriot’s movie column comparing the silent version of the picture, released in 1915 and called "Martyrs of the Alamo,” with "Man of Conquest.” New York City A screening of "Man of Conquest,” Capitol, was held for members of the Visual Instruction Department of the New York City Board of Education. One thousand study guides on the film were sent to teachers of History in the New York schools. Screenings were also held for radio commentators and members of the New York Texas Society. Display space was arranged at the World’s Fair tieing in the Westberry topcoat with Richard Dix giving full credits to star, film and theatre. Arrangements included national cooperation with 800 dealers throughout the country backed up by local windows and co-op ads. Deal was set by Arthur Brilant, Republic staff. Reading, Pennsylvania Paul E. Glase, Embassy, collared the pipe smokers’ vote and perhaps that of all the smokers in Reading when he exhibited in his lobby a valuable meerschaum once owned by Gustav Behne, German artist who was commissioned in the days of Sam Houston, hero of "Man of Conquest,” to paint a lifesize portrait of Houston for the State Capitol in Austin, Texas. The pipe was given by Behne’s widow to Dr. L. W. Mengel, director of the Reading Public Museum and Art Gallery, after Behne’s death in 189 5. Mrs. Behne was formerly Miss Julia Keim, member of a distinguished Reading family. Members of many Film Forum groups and their allied organizations were guests of Glase at a preview. Glase played up the "America First, Last and Always” angle in his publicity campaign, taking advantage of the widespread interest in America’s possible participation in case a war breaks out in Europe, an angle made easy by the makers of the picture itself. "Lucky Night” Waterbury, Connecticut Ed Fitzpatrick, in putting over "Lucky Night ’ tied up with merchants, who, at this time of year, are receiving new merchandise which they wish to advertise in a manner somewhat out of the routine. One store, with a new cosmetic kit for the women had a large card in the window, with a close-up of Myrna Loy and Robert Taylor, reading "Two New Sensations — Our new cosmetic kit and Myrna Loy and Robert Taylor co-starred together for the first time in 'Luckv Night’ at Loew’s Poli soon.” In the store window is a bowl of shiny new pennies, label on the bowl reading: "Lucky Night” entry blank, write down the amount they think the bowl contains, together with their name and address. They then come to the theatre and drop their entry into a ballot box placed before a huge "Lucky Night” display. There are five prizes. "Streets of New York” Jamestown, New York Al Beckerich, Palace, drew attention with arrows placed several blocks away leading to theatre reading "This way . . . to . . . Streets of New York.” He played up the heart throb angle in newspaper advertising. Advance had phonograph playing record of "Sidewalks of New York” in lobby with copy on picture and stillboard, and copy and photographs on prominent U. S. citizens who came from the "streets of New York to rise to great prominence.” Hartford, Connecticut Monogram exploitation story in last week’s Better Management should have read "Streets of New York” instead of "Boy of the Streets.” The Castles New York City The use to which magazine articles of a vintage that compares to the period in which a picture is set and to its subject matter as well may be used in theatre promotion is exemplified in the current tie-in between the RKO metropolitan theatre circuit and the Ladies Home Journal. Articles written for the Ladies Home Journal by Irene Castle in the heyday of her career as a dancer with her husband, Vernon, have been made the basis of the tie-up. A double-page spread of scenes of the Castles dancing has been reproduced from the Journal and mounted on a 40x60 along with scene stills from the picture which compare with the original dance scenes in the article. It is a sort of a "then and now” comparison. Text matter explains the scope of the display. These 40x60’s will be used in RKO1 theatre lobbies throughout the New York run and in some sections will be used for co-operative promotion between theatres and newsstands where the Ladies Home Journal is on sale. Arrangements for the promotion were made by Harry Mandel, director of advertising and publicity for the RKO theatres, and Hugh Sinclair, in charge of circulation publicity for Curtis Publishing. "Honor of the West” Reading, Pennsylvania Alvin Hostler, manager. State, and Paul E. Glase, general manager, W-V interests here, were hosts to a party of more than 20 newspapermen and radio station executives at a dinner in honor of Bob Baker, who with four cowboys on his studio staff, appeared in person at the State for several days in “Honor of the West.” After the dinner Baker was received by Mayor J. Henry Stump and spoke over the Reading broadcasting company’s airwaves. Hostler used a variety of exploitation devices to boost the show and every presentation of the picture brought a capacity house. Hundreds were turned away at night shows. "Oklahoma Kid” Batavia, New York Ralph Booth secured a private individual’s collection of pistols and guns of more than 50 years ago and made up display along with modern type firearms showing contrast between them for attention-getter in advance on "Oklahoma Kid,” displaying this two weeks advance with 40x60 and stills on feature. Downtown news store promoted for window display of western stories and western songs with tie-in copy, cast and playdate. Manager Booth contacted all high school American history teachers and secured their cooperation in presenting the historical angle of picture to classes and home rooms. "Prison Without Bars” Syracuse, New York Manager Frank Murphy, Loew’s State, inserted want ad in daily paper, "Wanted native Parisians to be guests of management to see ‘Prison Without Bars’ at Loew’s.” Six florists’ windows were trimmed with orchids plus stills and theatre cards. Two posters — one devoted to "Discovery” and featuring the stills of Corinne Luchaire, Hedy LaMarr, Edna Best and the Dead End Girls — the other "Wanted,” made up cards with finger prints and photos of wanted criminals, obtained from police files — were displayed in front of theatre. "Dodge City” Elmira, New York To draw public attention to his engagement of "Dodge City,” William Leggiero, Keeney, used a special stereopticon slide in theatre foyer to throw title, cast, catch-lines, messages on floor visible to all coming into his theatre. Art department built a special "western type” false front used during engagement with plenty of flash and action posters, with special still arrangement in old style arrangement. House spotted posters in all local bowling alleys during state bowling tournament, and awarded highscorers of day passes, this giving announcement at alleys. May 3, 1939