The Exhibitor (Nov 1939-May 1940)

20 “GWTW” Passbook Is Record on Own Account Cigar Tieup Big Help In “Dr. Ehrlich” Push New York City— At a luncheon meeting of officials of the Cigar Manufacturers’ Association held last week, Association President Alvira Garcia signified the organization’s intention of co-operating nationally on “Dr. Ehrlich’s Magic Bullet.” Present at the meeting was Edward G. Robinson, star. The tie-up involves thousands of cigar stores throughout tie country which will tie in with publicity and advertising in each situation where the picture plays. New York City — Garcia Grande Cigars are distributing counter cards to cigar stores throughout the area plugging Warners “The Story of Dr. El rlich’s Magic Bullet” at the New York Strand. The cards carry photographs of Edward G. Robinson as Dr. Ehrlich, the founder of chemotherapy, who was noted for his inveterate cigar-smoking. The cards also carry theatre copy, calling attention to the picture’s engagement at the Strand. Marx Bros. "At the Circus” New York City — N. Steinkritz is managing the Rogers, “the showplace of Brown Heights,” and he has been doing a fine job. Recently, for Marx Bros. “At the Circus,” he had a trick season pass giveaway, which turned out just to be a gag but which attracted interest. The copy read: “Don’t let the season pass without seeing the best double feature of the year, etc.” "Gulliver’s Travels” Washington — Sidney B. Lust wanted a giant and a midget to advertise “Gulliver’s Travels. He wrote to a Philadelphia theatrical agent but no luck. So he advertised in the Washington papers. He got a midget. Washington — Henry Coon, Penn, distributed 2,000 very striking heralds for “Gulliver’s Travels.” Coon made the layout for a most original and eye-catching folder. "Little Old New York” Syracuse, New York— Manager Harry Unterfort, RKO-Schine Keith’s, arranged a model boat-building contest with cooperation of the Post-Standard. Contestants brought models to theatre and guest tickets were awarded. Libraries, Book Stores, Bigwigs Help “Swiss” Providence, Rhode Island — Principal play on “Swiss Family Robinson” was through libraries and book stores. Manager George French and Bill Morton, house press agent, RKO-Albee, made a tie-up with the Providence Public Library for a display of books and stills at the main library, in the seven branches and in school libraries. Tie-ups with downtown book stores resulted in window and counter displays. Placed picture of Freddie Bartholomew in Sunday Journal roto section a fortnight in advance, with credit line mentioning the picture. To the heads of the English departments in all schools in Providence and Pawtucket went letters describing the film and announcing the playdate. House planted a girl in the central bus terminal, reading a copy of the book. The girl was interviewed during WJAR’s “Where Are You Going?” broadcast from the terminal, the interview stressing appeal of the book and picture to adults as well as children. Reading, Pennsylvania — In honor of Terry Kilburn, boy star in “Swiss Family Robinson,” manager C. G. Keeney, Park, staged a big reception here but stacked into the worst weather in a dozen years. Two judges, President Judge Paul N. Schaeffer, Berks common please courts, and President Judge Frederick A. Marx, Berks’ orphans’ courts; President Harry V. Masters, Albright College; Mayor Harry F. Menges and a score of other notables in Reading official life attended a late afternoon luncheon at the Hotel Berkshire in honor of the boy artist. Keeney had the Reading senior high school band on hand to escort Terry to the theatre and to play in the theatre, as part of the musical setting for the picture. "The Amazing Mr. Williams” Philadelphia — As a gag for Columbia’s “The Amazing Mr. Williams,” manager Martin Goldenberg, State, used a special trailer, lobby and front announcement, and a special panel on all copy, even in newspaper advertisements. The copy: “ATTENTION PLEASE. No one will be seated during the last TEN MINUTES of the showing of ‘The Amazing Mr. Williams,’ because of the large number of people who will be lying in the aisles, doubled with laughter. (Signed) The Manage^ ment.” New York City — Measuring 16 inches wide by 17% inches high, the campaign book on Metro’s “Gone With the Wind,” made its appearance earlier this month. On three pounds, seven ounces of paper — held within a wrap-around cover — has been placed the material that every exhibitor might want. The publicity section of 18 pages (printed only on one side) consists of a cover page; a page of The Players ; 14 pages of publicity stories, including the credits list, a radio script, all types of reading material, with “by-line stories” by Victor Fleming, Clark Gable, Wil iam Cameron Menzies, Vivien Leigh, Oliv.a de Havilland, Ona Munson and Leslie Howard, as weil as three prepared reviews. The whole is supplied wicn art. One page is devoted to drawings from the picture, and the last page is devoted to excerpts from New York City and Brooklyn newspapers. Section One (four pages) of the advertising section is “a typical campaign where the theatre plays on the general policy of Reserved Seats at Night and Sundays, continuous otherwise.” Nine pre-opening layouts are given, from one and twocolumn underling to a four-column-by-13%-inch day-bef ore-opening advertisement. Section Two (eight pages) of the advertising section is a miscellaneous collection of advertsiing layouts from 1 % inches over one column to 13)4 inches over three columns and 10)4 inches over four columns. Some of the ads are postopening layouts. This section also describes the two heralds and the trai.ers available. Section Three (10 pages) of the advertising section has three pages devoted to layouts for advertisements for cities where two theatres are playing the picture. Tne other five pages show m.scelianeous layouts, the largest of which is 12% inches over four columns. The exploitation section (overall, 50 pages) devotes 13 pages to the Atlanta world premiere and that campaign, with the breakdown of the 507,044 lines in tne three Atlanta papers. Under special exploitation accessories (12 pages) are listed 60 x 60 wing displays, 30 x 40's, 4J x 60’s, 30 x 72’s, photo art cards, telescop.c window streamer, block posters and cards, 40 x 60 cut-outs, 22 x 28’s, half-sheet window cards, jumbo window cards, giant standee, window art cards, six-foot medallion ; match pads, souvenir programs, II x 14-inch color gloss cards, bumper strips, fabric tire covers, bookmarks. Shown a .so are the costumes currently making the rounds of the cities. A pictorial summary of the magazine stories is given, along with the displays obtainable from the National Screen Service. Among the national tie-ups listed are the following: candy, Nunnally’s ; fashions, W. L. Stensgaard & Associates, Inc. ; cosmetics, LaCross ; books, Macmillan Company ; dresses, I. A. Winter Associates ; stationery. Montag Brothers, Inc. ; perfume, Premiere Laboratories, Inc. ; neckwear, Friedman Brothers & Sons ; jewelry, Hollywood Jewelry Products, Inc. ; gowns, Samuel Chapman, Inc. ; scarfs and ascots, Brian Fabrics Corporation ; quilts. National Sure-Fit Quilting Company, Inc. ; dinner and evening gowns, Samuel Chapman, Inc.; leather goods, Feinberg-Hmry Manufacturing Company ; women’s sweaters, Olympic Knitwear Company ; toiletries, Pinaud, Inc. ; perfume, Premier Laboratories, Inc. ; men’s jewelry, belts, and braces, Hickok Manufacturing Company ; ladies’ belts. Sen Slote Company ; slip covers, Sure-Fit Products Company ; movie-star slips, Louis Herman & Company ; blouses. National B ouse Corporation ; hosiery, No Men Hosiery Company ; quilts. National Sure-Fit Quilting Company. Inc.; evening wraps, Korman Wraps, Inc.; undergarments, Lee Undergarment Company, Inc., and Chesnin & Leis, Inc. ; beachwear, Lee Sportswear Company ; sketch water-color and cut-out books, Merrill Publishing Company ; patterns, Hollywood Pattern Company ; ladies’ and children’s hats, Kartiganer & Company ; ladies’ gloves, Julius Kayser Company ; drapery hardware, Kirsch & Company ; women’s and ladies’ smocks, Gerson Kaufmann Company. Inc. : snoods, G'emby Company ; hairbows. Godette Products Company ; sleeping gowns and pajamas. Max Gussow. Ine. ; lockets. Acme Novelty Manufacturing Company ; Aqua-sheen products, Advance Manufacturing Company, Inc. : dolls, Alexander Dril Corporation : lamps and lighting fixtures. Artistic Lamp Manufacturing Company: cigarette cases and compacts. Volupte, Tne. : bedspreads. Cihin Crafts: furniture. Valentine-Scauer ; game. Vitro Agate Comnanv and the Mar'ette Game Company ; uniforms, S. L. Huffman Company, Inc. ; coats and suits. Piegel Brothers Coats ; veils. Lucky Bridal Veil Company. Ushers’ badges and eight types of bannerettes are pictured. THE EXHIBITOR February 28, 1940