The Exhibitor (Nov 1939-May 1940)

Selling Pictures "The Fighting 69th” New York City — In the advance publicity and exploitation of “The Fighting 69th” — the World War’s Rainbow Division, as it has been called — Warner Brothers played a “natural” for all it was worth — and it was worth plenty from here to there all across the expanses of the U.S.A. Major item in the nation-wide campaign was what is probably the greatest series of reunions ever engineered for motion-picture ballyhoo — get-togethers of the veterans of the famed division on January 24. Elaborate plans were laid in all key cities where the Rainbow Division veterans were to gather for what celebration such events usually bring forth, as well as to witness a screening of the James Cagney-Pat O’Brien starrer, as a prelude to some 365 simultaneous openings earlier this week. In Washington, the District of Columbia Chapter of the Rainbow Division held a buffet supper in the Cabinet Room of the Willard Hotel, followed by a screening. In Rochester, New York, Mayor Raymond J. Kelly, national commander of the American Legion; publisher Frank Gannett, presidential candidate, and noted clergymen attended a dinner, preceding which was held a parade of the Rainbow Division, with the National Broadcasting Company’s Blue Network station airing the festivities. In other key spots, gala programs were arranged, but, as might have been suspected, most spectacular of all was the affair in New York City, where the reunion dinner was held at the WaldorfAstoria. Later in the evening Radio Stations WNYC, WMCA, WIN, WEVD rebroadcast, via electrical transcription, the proceedings. (Actual broadcasts were out on account of non-cancelable commercial programs.) Speakers during the broadcast included Governor-General Douglas McArthur of the Philippine Islands, whose voice was piped from Manilla; Colonel John J. Mangan, present commander of the 69th; Briadier-General Alexander E. Anderson, New York National Guard; Colonel William J. (“Wild Bill”) Donovan, war-time commander of the 69th; vice-president Jack L. Warner, Warner Brothers; James Cagney and Pat O’Brien, stars of the picture; and Will H. Hays, president, MPPDA. On few earlier occasions had the cinema sought — and received — the co-operation from radio that was sought— and re ceived— for “The Fighting 69th.” In just a partial enumeration of the air plugs are found those of the Kate Smith hour, on which highlights of the picture were dramatized, with Cagney and O’Brien playing their respective parts; of the Waltztime program, with Frank Munn singing Joyce Kilmer’s “Trees” (the poet was a 69er when killed in action) ; of the Bing Crosby program, when Frank McHugh was interviewed on his work in the picture; and of the We the People program, on which O’Brien appeared with Colonel Donovan. Lesser and more localized plugs were generously given, with breaks coming over WEAF, WHN, WOR, WNEW, WNYC, and WINS. These stations also carried a description of the arrival of Warner and the stars, plugging the picture, with Irish music interlacing all. At the impressive ceremony honoring the Reverend Father Francis Duffy NOT SO SMART. Selling two first-run pictures in this fashion may be a novel note, but, in the opinion of many industryites, when a circuit like the one operating this Seattle, Washington, house takes up such a policy, it does not come under heading of “constructive accomplishment.” (played by O’Brien in the picture), chaplain of the Fighting 69th, radio was also used, with the service at the priest’s statue in Times Square being broadcast. Even coming is yet another radio plug, on February 15 when 12 minutes of the Ninth Annual “Hello America” program will be devoted to the picture, with the stars participating. Supplementing all this invaluable ballyhoo for the ordinary exhibitor is the pressbook compiled for the picture by the advertising and publicity department. A large and comprehensive campaign plan, the book contains numerous stunts, stories, advertisement lay-outs and accessories for use in every type of engagement. The pressbook opens with a general description of the picture’s appeal to audiences and follows with reproductions of letters received, pledging the co-operation of the American Legion, the Legion of Valor, and the many Rainbow Division chapters throughout the nation. There is a page of ideas showing how to make individual premieres a gala civic event, followed by a description of a national promotion with Standard Oil service stations. Also included in this section are pages of stunts, lobby displays, newspaper contests, and special ballyhoos plugging the military angle of the picture. A seven-column Sunday feature story, available for planting in local papers, has also been added to this section. Five pages of publicity include a number of stories, with art, aimed at every type of audience. Numerous accessories are illustrated and described, most of which are available under the company’s accessories rental plan. Twenty-six newspaper advertisements are included in a special advertising supplement. These include advertisements of every size and description for all types of engagements. Also illustrated in the advertising section is the full-page advertisement to be placed in 15 national magazines, with a combined circulation of approximately 17,000,000 readers. Fall River, Massachusetts — Manager Chris Joyce and assistant manager Joe Bean scoured Fall River and adjacent territory, including nearby Rhode Island, until they found three men who had served with the Fighting Irish. These men were introduced to the audience from the Interstate Durfee stage the opening night and they and their families, were guests of the management. One of the trio had been friendly with Father Duffy around whom the picture is woven. Durfee also secured newspaper tieups and many store window displays. "Green Hell” Syracuse — Manager Gene Curtis, RKOSchine-Paramount, used reducing illusion lenses to build an attractive window centering around an acquarium containing a jungle scene. A three inch girl sitting in the jungle plus large theatre card in the window completed an eyecatching selling angle. Outside row of lights on the marquee were changed to green to call further attention to the advertising above. THE EXHIBITOR January 31, 1940