The Exhibitor (Nov 1939-May 1940)

Press Books "The Private Lives of Elizabeth and Essex” New York City — Warner Brothers is distributing the press book on “The Private Lives of Elizabeth and Essex,” costarring Bette Davis and Errol Flynn to exhibitors this week. The campaign has been planned to sell the picture effectively and completely in all types of situations, and contains a wealth of stories, stunts, ads and accessories. The book opens with a two-page spread, quoting the rave reviews, which the picture has received from the trade papers. Following are six pages of publicity stories, lavishly illustrated with scene cuts available in mat form to exhibitors. Following the publicity section is a twopage spread describing the national tieups which have been arranged by Warners with several large manufacturing companies. These include tie-ups with Lux, House of Westmore, and Pocket Book. In addition, the large national advertising campaign is also outlined. Five pages of stunts, promotions, lobby displays, and. general exploitation ideas are next in order, embodying a six-day serialization of the film’s story which is available to newspapers gratis. The rest of the book carries accessories, window cards, photos and posters, giving complete descriptions and prices. A sample herald is also inserted. A six-page advertising section carries numerous ads designed to meet every type of situation and to sell the picture from every angle. Seasonal Ballyhoo NSS’ Santa Claus New York City — For the coming Christmas season, National Screen Service is offering a novelty which should appeal to exhibitors, especially those possessing $100 to spend on a single item of seasonal ballyhoo. The novelty is a four-foot “Little Santa, the Talking Wonder,” so constructed that when the two-way communication system (carefully hidden from view) is operated, the lips move as in speech. General sales manager George F. Dembow points out that the Little Santa has many uses other than being merely a fascinating attention-getting lobby display. For example, says Dembow, it can be used in store tie-ups, with newspapers, cooperative tie-ups for eleemosynary institutions, tie-ups with midget automobile distributors, and other types of exploitation coming quickly to the mind of an astute seller of pictures. NSS in support of Little Santa has a supply of announcement trailers. (The company will also, of course, have its regular line of holiday trailers.) Because of the demand for Little Santa, Dembow states that it may be necessary to limit the number to any NSS office, so exhibitors are urged to place their orders as quickly as possible. BETTER MANAGEMENT National Tieups "Uncle Sam — the Farmer” New York City— One of the most direct-to-the-public campaigns ever to be created for a March of Time subject was launched for “Uncle Sam— The Farmer.” Stories and stills from the subject were planted in the nine farm publications. Illustrative mat and story were sent to approximately 600 of the more important newspapers in the larger rural county seats. More than 1,000 writers who prepare material for newspapers with heavy farm circulation received special stories. BM-23 The NEA Service sent a feature story to its more than 900 member newspapers, discussing one of the farm problems depicted in the picture. More direct contact was established through the cooperation of the U. S. Department of Agriculture, through which the following activities were started: Thirteen thousand National Grange Organizations, located in the rural country seats — of which most farmers are members— were contacted. The Federated Farm Bureau, which is comprised of representatives of local farm organizations, sent a telegram to their 35 regional offices urging them to contact RKO branches and stressing that every farmer should see “Uncle Sam— The Farmer.” No pampered infant ever nestled more contentedly in the lap of luxury than will your patrons in this exceedingly comfortable chair. It's got what it takes to overcome the seatitis that's usually generated by a double feature. And that, sir, is something that folks remember — something that brings them back again and again. End standards are gracefully curved, nicely panelled, striped and topped with wooden armrests with harmonizing contours. They reach right down to the floor — free from toe-catching legs and dust catching designs. Thoroughly modern, in a very attractive manner, this chair constitutes an investment in theatre seating that will pay unusually good dividends. See it at the nearest National Theatre Supply Company display room or write for full particulars. GRAND RAPIDS, MICH. Distributed by NATIONAL THEATRE November 15, 1939 THE EXHIBITOR