The Exhibitor (Nov 1939-May 1940)

18 THE EXHIBITOR Number G4 of a Series: STANLEY SOBELSON Operator of WEST END THEATRE, Newark, N. J., and cantor in a local synagogue. “In my profession a man who hits a high 'C' is a marvel. Your publication has been hitting on high 'C' ever since I can remember. That's one reason we subscribed for three years. Keep up your good work. God knows we Exhibitors do need something to brace us up, and there is nothing like a good editorial stimulant. THE EXHIBITOR knows not only what to say but how to say it." Nearly every Exhibitor rea C Is THE EXHIBITOR! AN INVITATION Throughout 1 939, expressions of praise, comment, criticism or suggestion from our many Exhibitor Friends will be carried in similar form in every issue. W;e welcome the expression of every reader and will use them in the order in which they are received. Selling Shorts "Blue Danube” Rochester, New York — Manager Arthur Krolich, Regent, feels musical shorts provide important draw at his house, partly because of the nearness to the Eastman School of music, so he puts on special campaign for these subjects. For “Blue Danube” he sent personal letters to the 100 members of the Rochester Philharmonic Orchestra and to the members and directors of the Civic Music Association. Cards were placed on Eastman School’s bulletin board to reach 1500 students and window cards spoted in music store windows. Two radio stations aired music from the short and special contests had tickets as prizes. Lobby and screen announcements were made a week in advance and story was used in Civic Music News and daily newspaper theatre pages. Film critics mentioned the picture in their reviews. Letters sent to public school music teachers recommended announcements to pupils. "Newsfronts of War” Albany, New York — Manager Alec Sayles, RKO Palace, tied-in with the Knickerbocker News and Associated Press for a lobby display in connection with the showing of March of Time’s “Newsfronts of War — 1940.” A wire “loop” was run into the Palace lobby connecting up one of the automatic printers by which “AP” news is disseminated. Theatre patrons were thereby able to see news of the day being printed before their eyes just as it goes out over the wires to Associated Press newspapers. Sayles also used a lobby exhibit showing how Associated Press covered the newsfronts of the world. Photographs and write-ups of the tie-in were used profusely by the Knickerbocker News and in addition hundreds of persons saw the teletype operated. "Information Please” Providence, Rhode Island — On the Tuesday evening ahead of this short at the RKO-Albee and also during the week of the engagement, WEAN, Providence station carrying the “Information Please” broadcast, gave the screen version a plug, mentioning the theatre. George French, manager, and Bill Morton, press agent, also tied in with Canada Dry dealers and distributors, getting trucks bannered on the film. There was also a co-operative ad with one of the stores selling Canada Dry. National Tieups Para Has Cigarette Tie-up New York City — Paramount Pictures last week completed arrangements with Chesterfield cigarettes for a national advertising tie-up which will publicize two forthcoming Paramount attractions and the stars in both films in more than 2000 newspapers throughout the United States and in many foreign countries. This national ad campaign consisting of half and two-third page insertions will get under way the second week in January. The first Chesterfield ad will feature Paramount’s “The Great Victor Herbert” with Allan Jones and Mary Martin. Warners’ Bakery Tie-up Boston — A tie-up was arranged last fortnight by Warners here with the Ward Baking Company whereby Warners will receive widespread publicity for its releases through the distribution of many bulletins by the baking company. Community Building Turkey Give-Away Boston — For the benefit of managers of the Mullins and Pinanski circuit desirous of conducting turkey give-aways, the Boston advertising department’s Harry Browning has compiled a “Turkey Manual,” describing what has been accomplished by such events, and the modus operandi of them. OF MICE AND MEN. Lon Chaney, Jr., left, and Bob Steele, right, appearing in the Hal Roach production, sip soda with director Lewis Milestone. January 3, 1940