The Exhibitor (Nov 1939-May 1940)

16 Selling Features "A Child is Born” Syracuse, New York — Manager Gene Curtis, RKO-Schine-Paramount, through co-operation of Dr. P. J. Rafle, State Department of Health, arranged a special matinee “For Women Only,” notices of which were posted in the offices of state, county and city health departments. Announcements of this matinee and the picture were made over three radio programs conducted by Dr. Schoeneck over WFBL, by the Onondaga Health Association over WSYR and by the city health department over same station. Dr. Schoeneck, County Health Association, lectured to the ladies and a county nurse also was present in the theatre to answer questions. Health department also furnished a portable incubator for advance display in the lobby as well as other interesting exhibits. As the incubator had been donated by the American Legion, announcements were made at Legion meeting regarding the display and picture. Newspaper stories were run in both daily papers in connection with the special matinee and the feature picture. An advance lobby card was used to sell the matinee. Another outstanding feature of the lobby display was a set of 31 photographic teaching charts “Maternity Care in Pictures.” This was prepared by the Maternity Association and is the same set that created comment at the New York World’s Fair. Further advance publicity was given the picture through the use of a 40-X-60 blow-up of Walter Winchell’s column on “Things I never knew ’til now about babies.” For advance newspaper advertising, a series of short reader notices were run in both daily papers immediately following the birth notices. A window was built in department store window featuring cribs, baby clothing, etc., and also containing card reading “When ‘A Child is Born,’ come to Wetherills for baby’s needs,” followed by copy on the picture. Book store windows and counter displays featured the book “A Child Is Born.” Also attractive windows on greeting cards, using the theme “When A Child Is Born, use our greeting cards,” were obtained. The Post Standard ran a large promotional ad headed “A Child Is Born” and giving credit to picture and theatre. A novelty herald, folded like a diaper and fastened with a safety pin, was promoted. Post cards were mailed. Both papers carried the stories of manager’s search for the mother with the largest number of children, this mother being the guest of the theatre. Barker and doorman were in doctor’s white uniform and the cashiers in nurses uniform. "His Girl Friday” Harrisburg, Pennsylvania — For the remake of “The Front Page,” yclept “His Girl Friday,” manager John F. Rogers. State, put on, with the collaboration of Columbia exploiter Ed Rosenbaum, a thorough campaign. Among the items were the following: Billing — Posted six 24-sheets on illuminated stands; ten three-sheets; one 22-x28; five inserts, two sets of 16-x-20’s; 26 8-xlO’s; 2,000 stock heralds; 1,000 doorknob hangers; silk valence; a six-foot standee; five 40-x-60’s; three 30-x-40’s; 1,000 blotters. Promotion — Used a 40-X-60 teaser, with pressbook copy, in the lobby; had 10 boys with chalk marking street corners with “His Girl Friday”; used a sandwich man in top hat and fur coat for days; had special signs in a “five and ten” and an alarm-clock stunt, “His Girl Friday” sundaes, and silk badges for the clerks; obtained special window displays (toys, printing presses, exploitation stills) in six stores. Radio — Had daily plugs on WHP’s “Little Brown Book” program; awarded guest tickets as prizes on two “Musical Quiz” programs; and held a special guessing contest. Newspapers — Planted special stories and mats in all newspapers; special “guest column,” written by Rosenbaum, in the Telegraph, during motion-picture editor Paul Walker’s absence. Trailer — Used two weeks in advance; wrote special letters to all members of the Bums family listed in the phone book, with the opening of a “Burns Night,” with souvenirs to all those answering to that name. "Destry Rides Again” — "Oh, Johnny How You Can Love” Syracuse, New York — Manager Harry Unterfort, RKO-Schine-Keith’s, promoted a car from local agency which was bannered, “Destry Rides in a Nash,” and also theatre and picture advertising. Cost of car, driver and fuel was paid for by distributor. A hidden turntable and amplifier was used to play exploitation record and song. Both papers used stories telling all those possessing original copy of the song “Oh, Johnny” or old recording would be recipients of guest tickets to theatre. "Four Wives” Harrisonburg, Virginia — Manager Jack W. Fretwell, State and Strand here, put on a nice campaign for the engagement of “Four Wives.” Some of the highlights of the campaign follow. A Model T Ford (vintage of 1923) was tricked out in “just married” signs, and banners reading “The Four Daughters were just married and are now the ‘Four Wives,’ starting New Year’s Eve at the State Theatre.” Old shoes, cowbells, dinner bells, etc., were added, and made the Model T quite a noticeable feature as it covered the streets of Harrisonburg and several counties for three days prior to the midnight opening. Taking advantage of a recent snow, a snow man was erected on the lot adjoining the theatre, with a card placed, reading “If I don’t melt before New Year’s Eve, I’m going to see the Lane Sisters in ‘Four Wives’ at the State Theatre.” This stood the weather for three days, and was the cause of more wordof-mouth than any stunt in recent months. A special cross-plug trailer was used in the B house a week in advance. Four special radio spots were taken, announcing the New Year’s Eve show and the four days’ engagement. The churches of the city co-operated, on the request of manager Fretwell, by announcing theatres and playdates, and stressing the wholesome, family appeal. A 24-sheet, two six-sheets, and two three-sheets were posted in the leading spots in town, and freely billed with New Year’s Eve copy for the midnight show. Free souvenirs, community sings, and novel home-town stage shows added to the color of the New Year’s Eve, and resulting in the dusting off of the SRO sign. Outstanding feature of the entire campaign, however, was the very low cost. North Adams, Massachusetts — Manager Francis Faille, Paramount, gave theatre a wedding effect by throwing rice and confetti around the front of the theatre, sidewalk and lobby. A street ballyhoo was arranged with an auto with a placard reading “Just Married Four Wives,” with theatre credits and old shoes and tin cans on rear of car. Syracuse, New York — Manager Bill Burke, RKO-Schine-Eckel, had boys on busy comers passing out cards “A Souvenir from a Bride’s Bouquet as carried by the four daughters in their four belle picture Four Wives” at the Eckel A fresh flower was fastened on the corner of each card. "Victor Herbert” Union City, New Jersey — RKO Capitol held contest in conjunction with “The Great Victor Herbert.” Scenes from film were published in newspapers and across each scene was several notes from a Victor Herbert song. Under the photographs were the titles of six songs composed by Victor Herbert and contestants had to name the song that each scene represented. Scenes from film appeared in newspapers for three days before start of showing at theatre and contestants had to send in three day’s scenes. Winners received guest tickets. THE EXHIBITOR January 24, 1940