The Exhibitor (Nov 1938-May 1939)

Highlights in Selling Features "Star Reporter” — "King of Chinatown” Syracuse, New York Manager "Buddy” Freeman, RKO-SchineStrand, pasted white stickers on front pages of one thousand Syracuse Journals and passed them out at the International League Baseball Park. Sticker read: "Out of the Headlines Onto the Screen, Star Reporter” now playing Strand. A native Chinese student painted streamers in Chinese characters, which were posted in lobby for two weeks in advance of opening. These carried, following English, under the characters, "This Means See King of Chinatown." A card table was used on the street with lay out of four cards of royal flush of spades and pedestrians were invited to try to draw the ace of spades from the deck and if the royal flush was filled, to receive free ticket to see the bill at the Strand. "Dodge City” Syracuse, New York Manager Harry Unterfort, RKO-SchineKeith’s, dressed a young man in buckskin suit, mounted him on horseback and used him on downtown streets, carrying sign with play dates, pictures. Tie-up was arranged with automobile dealers for co-operative ad, plus news stories in Syracuse Herald. Dodge car was furnished by dealers, properly bannered for street advertising. Syracuse Journal trap shoot was tied in with picture, by theatre management offering Erroll Flynn-Bill Lundigan cup as trophy to the high gun of the shoot. Spot announcements were secured over radio station WFBL. "Union Pacific” Providence, Rhode Island Ed Reed got Cecil B. DeMille’s railroader off to a smashing start with a campaign that was all exclusive. Strand hooked up with the Pennzoil Company, used that firm’s extensive dealer organization to spread the word. One big item in the tie-up was an essay contest in which contestants were asked to write 5 0-100 words on "Why I Enjoyed Seeing 'Union Pacific’.” Thetre donated a big Lionel electric train as the first prize. Fifty other prizes were free changes of oil for the winning essayists’ cars. The essay contest was widely publicized, thereby in effect ballyhooing "Union Pacific.” On the screen, a single frame trailer on contest was shown immediately after "Union Pacific.” Newspaper ad copy included mention of contest; there was a lobby display of oil, names of dealers involved; and on the radio, representatives of the theatre and oil company played up both film and contest in "Talking on the Sidewalk” program over WEAN. Fifty thousand heralds, also with mention of contest, were distributed door-to-door. Heraltl offered a photographic reprint of a scene from "Union Pacific” to be had for the asking from any Pennzoil distributor. Dealer stations were provided with photographic blow-ups from film and company trucks carried poster displays during run of the picture. Parking lots were contacted for herald distribution. A sound amplification machine was installed in the lobby, throwing the noise of a rushing express train into the street. A "traveling library” of information on the film was displayed. Reed sent letters to Railroad Brotherhoods and other railroad organizations, including the very active model railroaders, building up the picture. Engagament started off with a special midnight showing in advance of regular run, thus getting word of mouth. Pennszoil dealers attending midnight show were urged by their executives to give the film a build-up. Advertising budgets were upped. The Pennzoil Company took special ad in the Providence Sunday Journal, and the theatre tied-up with Paramount national advertising for special ads. "WutHering Heights” Worcester, Massachusetts Manager Harold H. Maloney, Loew’s Poli, had the unwitting help of Mrs. Franklin D. Roosevelt in his campaign on "Wuthering Heights.” On the night preceding the opening of this United Artists release, Mrs. Roosevelt lectured at the Worcester Auditorium under auspices of Worcester District Medical Society. In an interview, she gave enthusiastic praise to the film, with Maloney making a blowup of the newspaper story and placing in front of theatre. Other phases of campaign included counter displays of book in a department store. Woolworth’s and two Liggett drug stores, special newspaper ads, illuminated signs in 10 store windows, displays in flower, music and beauty shops and mention of the picture on three Man-on-theStreet broadcasts that emanate from in front of theatre. "The Castles” New York City Through the co-operation of the National Dance League, "The Story of Vernon and Irene Castle” was tied in with National Dance Week May 1-7. In New York City, Lucille Marsh, director, league, told about the impetus given to dancing by Fred Astaire and Ginger Rogers in an interview over WOR. Pictures of the Castles and Fred and Ginger figured prominently in an exhibit at the Dance Book Shop and Gallery. In cooperation with the RKO theatre circuit, Bustanoby’s, Flushing, conducted a Castle dance contest scheduled to run for several weeks. At the RKO Fordham a group of dancers under the auspices of the Castle Club showed how the jitterbugs have "gone Castle.” At the New York library, the Castles along with Fred Astaire and Ginger Rogers were chosen as dance leaders for the year and scrap books were included in an exhibit, to which a few names are added annually. The National Dance League made its award for distinguished contributions to the dance to "The Story of Vernon and Irene Castle.” F.i mira, New York Bill Leggiero, Keeney, used four one-inch teaser ads each day for several days advance of breaking of regular ads, with copy "What is the Maxixe?” . . . "She was the first to bob her hair” . . . "She streamlined American women.” etc. Special theatre front was built by art department for engagement. Music store tie-up displayed sheet music and played the Castle records. Manager has use of store windows for Screen Romance magazine display four days. Local hosiery shop featured stocking window with large cut-outs of Rogers and Astaire. He used ballyhoo girl dressed in 1918 costume with appropriate placard announcing title, cast, etc. Dance teachers tied into the picture by announcing in their newspaper ads that they would teach free of charge during engagement of "The Castles,” the Maxixe, Castle Walk, etc., featured in the moving picture. Highlights in National Tieups "Captain Fury” By the time Hal Roach’s "Captain Fury” opens its pre-release engagement the public throughout the country will be looking forward to the film sa the result of some grand tie-ups arranged by Miss Grace Rosenfeld. The Singer Sewing Machine Company has published pamphlets publicizing its product along with the film. June Lang’s film costumes are on exhibit at the Singer World’s Fair exhibit. A Fifth Avenue window will devote itself to a similar display. June Lang has modelled for Venida Hair Net advertisements with picture credits given in all ads. Ditto for E. B. Myers’ play suits, Hollywood tennis racquets. Brian Aherne, co-starred with Victor McLaglen, is appearing in current Comoy Smoking Pipe ads. Modern Merchandising Bureau is publicizing June Lang fashions manufacured by a leading garment company. Highlights in Exploitation Blumberg Heads Warner Men On the eve of his departure to California, Charles Einfeld, Warners’ advertising and publicity head, last week announced a new setup for his field exploitation department. Lee Blumberg, head of Warners’ press book staff, has been promoted to head all of the company’s field exploitation men, which he will carry on in addition to his other home office duties, all under the supervision of Mort Blumenstock, eastern advertising and publicity director. Other promotions include: Dick Hyland, home office publicity department, was assigned to the post of exploiteer for Warners in the southern district with headquarters in Dallas. He will work out of this exchange under the supervision of district manager Fred Jack. He replaces Allen Glenn, resigned. Monroe Rubinger, home office press book department, goes to Kansas City in charge of exploitation for the company’s newly formed prairie district under the supervision of district manager Bud Lohrenz. Sam Clark remains in charge of the midwest territory with headquarters in Chicago; Ned Holmes, representing the company’s exploitation activities on the West Coast out of the Los Angeles exchange; Phil Engel, exploiteer in the eastern district, working out of the New York exchange. May 10, 1919