The Exhibitor (Nov 1939-May 1940)

BM-26 BETTER MANAGEMENT ALLEGHENY LVDLUM STEEL'S ” LUDL1TE ” Here in the lobby of the Troy, Troy, New York, setting forth the special displays on Warners’ “The Old Maid,” is seen a modern use of Ludlite, Allegheny Ludlum Steel Corporation’s new stainless steel “lumber.” The material combines the advantages of stainless steel and load-carrying ability and is easily fabricated. (See story on page BM12) "The Return of Dr. X” Albany, New York — Among the highlights of the campaign on Warners’ “The Return of Dr. X” conducted by Robert Rosenthal, manager, Ritz, were the following items: Extra space in newspapers, with emphasis on horror and sex; green lighting effect on the entire front; operating table on display, with stills and special signs; doctor’s cabinet, with instruments on display, with special signs; green spots on a blow-up of Humphrey Bogart on the front of the theatre, creating weird effect; post cards sent to all medical professional organizations telling the doctors and nurses about the secrets revealed in the picture; green lights in marquee, in addition to spots on the front, and special large spotlight on the operating table; boiling sterilizer on sidewalk, with dry ice used to create the illusion of steam; 10,000 heralds delivered from door to door; interchange trailer used at the city’s Strand and Madison, with an interchange lobby directory at the same houses; special newspaper art. "The Night of Nights” Providence, Rhode Island — Ed Reed, Strand, gave this Paramount feature added newspaper lineage and also plugged it heavily over the air. Newspaper campaign started with a 110-line teaser in the Providence Sunday Journal, four days ahead of opening, and daily to 660 lines opening day. Radio campaign was the most ambitious Reed has yet used in ballyhooing a film. Picture opened Thursday. On Tuesday, Reed had t1 ree broadcasts on WEAN, one each on WPRO and WJAR; on Wednesday, four broadcasts on WEAN, two over WPRO, one on WJAR; and on opening day, three mentions on each of the three stations. Strand’s manager also tied in with WEAN’s "Man on the Street” program, giving two passes with each interview plugging the picture. Reed, at this writing, also was working up an essay writing stunt, using the film’s theme about four older men looking out for a young girl The winners, four men and a girl, were to be guests of the theatre at a dinner in a downtown hotel, see the show, be taken out later on for supper and dancing. "Elizabeth and Essex” Elmira, New York — Eddie Yarbrough, Keeney, made up specially engraved ads for the newspaper advertising to sell the picture away from costumes and excessive make-up, with caption “A love blessed by the devil . . . the secret romance whose flames almost destroyed a nation.” . . . and “Secret love now revealed . . . more dramatic than Bette’s ‘Dark Victory’ ” . . . more action than Errol’s swashbuckling “Robin-hood,” carrying ordinary heads of Davis, Flynn, DeHavilland. Manager talked to Better Film Council Meeting about the picture, this group of 48 ladies represented over 1,000 club members. Management also had the endorsement of the Elmira Motion Picture Council with a gratis ad from them in the paper. Olean, New York — Murray Lafayette, Haven, distributed eight folding pictorial exhibits put out by the publicity department of Warners. Management sent out 300 letters to representative women in community. "Balalaika” Wilmington, Delaware — Manager J. Edgar Doob finds having a talented poster artist who can conceive or carry out clever ideas on poster boards is good business. On the heels of his board for “The Housekeeper’s Daughter,” in which miniature household articles were made into a border, poster artist Robert Ripple made a board for “Balalaika.” With a background of music bars and the words “wine, women and song” worked in, Ripple fastened to the board a real champagne bottle with the cork out, and a few champagne glasses and a woman’s slipper, all arranged artistically. "Housekeeper’s Daughter” Syracuse, New York — Manager Frank Murphy, Loew’s State, tied up with a fur store and bakery to have announcements put on their radio programs. One hundred fifty specially-made window teasers were pasted in down-town stores, special teaser trailers were used in advance. ANNOUNCING Saves Space — Permits Better Use of Space Improves Display Value of the Board The NEW Wagner FLEX-WORD UNIT consists of 4-inch Letters and Frames that inset on standard Wagner 3-in-l Frames. FLEX-WORD Frames are available in 8", 12", 16", 20" and 24" lengths, lor straight or curved boards. Patent Pending. WAGNER LETTERS Create the Flexibility of the Printed Page" Send for Illustrated Folder WAGNER SIGN SERVICE, Inc. 218 S. Hoyne Ave CHICAGO 123 W. 64th St NEW YORK 706 E. Hancock Ave .DETROIT 6 Britain St ...TORONTO THE EXHIBITOR