The Exhibitor (Nov 1939-May 1940)

BM-20 Selling Features "All Quiet on the Western Front” Syracuse, New York — Manager Pat McGee, RKO-Schine Paramount, built his campaign with emphasis on see the uncensored “version.” Marquee and trailer featured this catch line. A special record was made in the studios of WSYR by the leading man of the Little Theatre group. Feature of the two-minute speech was that Universal had replaced the parts eliminated from the original prints because of protests of foreign governments. This record was played and amplified under the marquee. Local Peace Council chapter reviewed the show and BETTER MANAGEMENT used a group of club women in a chain telephone stunt, urging others to see the picture Newspaper story was secured on giving free tickets to those bringing German souvenirs of the World War during the first hour of the show. Six film shipping cases were wrapped in cellophane, labeled “uncensored,” and put in prominent store windows together with theatre cards. Troy", New York — A routine, yet comprehensive, campaign was staged for Universal's re-issue, “All Quiet on the Western Front,” by manager Sid Sommer, Lincoln, here. Besides trailers on his own screen, they were also used at the Troy, American, and Proctor’s. Flags borrowed from the American Legion adorned the stage and were illuminated during the showing of the trailer. A lobby display, material for which was borrowed from the local armory, was used in advance. For the engagement, ushers and doormen were dressed in regulation army uniforms, the cashiers in Red Cross uniforms. A canvas-mounted 24-sheet was suspended from the roof of the theatre and the front was decorated with flags. A large bombshell-effect banner was mounted over the box office. Two mounted threesheets were also used at the front. Cooperation was obtained with the local Red Cross, for flags and a first-aid display. Other items included the house-to-house distribution of 10,000 heralds; 100 window cards posted in the city’s outlying areas; a street ballyhoo of an old-fashioned muledrawn buggy, with three-sheets attached. Besides announcements, with art and readers, in the local dailies, Sommer also had plugs in Rensselaer Polytechnic Institute’s Poly, in Russell Sage College’s Quill, the Troy Observer, and in the Cohoes American. Announcements were posted on bulletin boards of down-town hotels and at the YMCA, as well as at the drill period of the National Guard unit. "Drums Along the Mohawk” Schenectady, New York— As might have been expected, the quintuple-barrelled world premiere of 20th Century-Fox’s “Drums Along the Mohawk” was backed by five splendiferous campaigns. As a sample of those conducted The Exhibitor here presents some of the items in the campaign of Richard Murphy, conducted in association with S. J. Ullman, Fabian city manager, and manager R. C. Murphy, Proctor’s, where the Schenectady festivities were held. A proclamation was issued by Mayor Baxter proclaiming a “Drums Along the Mohawk” Week. The main street in Schenectady (State Street) was gaily decorated with flags bearing “World’s Premiere — Drums Along the Mohawk.” A double truck appeared in both the morning and evening papers in advance of playdate. Top of both pages carried bold banner — “Drums Along the Mohawk.” Morning paper, Gazette; evening paper, Union Star.) Sixty Union Star newsboys wore Indian hats, bearing “Drums Along the Mohawk” copy for one week in advance of playdate. Twelve trucks used by Star carried “Drums Along the Mohawk” copy for one week in advance of playdate. A telephone canvass was carried out by the local Chamber of Commerce announcing World Premiere of “Drums Along the Mohawk” at Proctor’s. Two High Schools and four Intermediate Schools carried notices on bulletin boards, with stills and copy announcing playdate. Five local stores on the main street displayed museum pieces and historical data on the showing of “Drums Along the Mohawk.” Relics were secured through Schenectady Museum. Five thousand heralds were distributed to schools as a follow-up on the bulletin announcements. Ushers and cashiers wore sashes bearing “Drums Along the Mohawk” World Premiere copy for one week in advance of playdate. Spot announcements were made over WGY ten days in advance of playdate. Each announcement being directed to the locale of the picture and plugging World’s Premiere at Proctor’s. HAPPY CHRISTMAS Tuberculosis is still the greatest killer of youth . . . and takes fifty per cent more girls than boys between the ages of 15 and 25! Two modern aids that help the physician detect tuberculosis in its earliest, curable stage are the tuberculin test and the chest X-ray. Your purchases of Christmas Seals make it possible, not only to teach people that tuberculosis is preventable and curable, but to look for early stages of this dread disease among children who seem to be in good health. So from now ’til Christmas, mail no letter— send no package — unless it is decorated with the Christmas symbol that saves lives! BUY CHRISTMAS SEALS The National, State and Local Tuberculosis Associations In the United States THE EXHIBITOR November 15, 1939