The Exhibitor (Nov 1939-May 1940)

14 Harp Tieup Important For Warners “Irish” Selling Syracuse, New York — Manager Gene Curtis, RKO-Schine Paramount, was successful in having notice of play dates, stars and picture announced at meeting of the AOH week before opening. Through tie-up with a music company, a young lady was seated in the store window playing an Irish harp. Card displayed gave “‘Three Cheers For the Irish’ who originated the harp.” WFBL plugged the picture from angle of appearance of William Lundigan. One downtown restaurant gave picture credit through window card with “Three Cheers For the Irish who gave us corned beef and cabbage.” Another used the same slogan, ending with “Irish Stew.” A display of Irish linen in a store window was tie-up with the picture as well as a display of green carnations in floral shop. Two men’s and two women’s clothing stores featured green wearing apparel. An announcement was made in Post-Standard offering free passes to Irish couples longest wed. "Rebecca” Providence, Rhode Island — Ed McBride, Loew’s State, used the teaser approach on this one. Ads with lines such as “Who’s Rebecca?”, “You’ll Love Rebecca” and “Rebecca’s Coming to Town” were planted several days in advance of opening. Regular theatre ads and teasers also carried the line “Watch the Skies at Noon Thursday,” this being a build-up for the release of 500 balloons from the roof of the theatre day ahead of opening. Twentyfive of the balloons carried passes for the show, others were tagged with plugs for the film. McBride also tied in with a gas company on a co-op ad for refrigerator, and with the furriers, using pictures of Joan Fontaine. Picture, McBride discovered, was a natural for book store tie-ups and several of the big downtown book stores had window displays. "Congo Maisie” New York City — Phil Laufer, Loew publicity man, and his assistants get credit for placing a 300 -pound cake of ice in front of the Criterion during the run of “Congo Maisie.” A near-by sign read, “Cool Off — You are invited to sit on this cake of ice after seeing ‘Congo Maisie’.” It was surprising, it was declared, how many cynical New Yorkers removed their gloves and touched the cake of ice to make certain it was on the level. ‘Gables’ -‘Friday’ Twin Strong In Syracuse Plug Syracuse, New York — Manager Bill Burke, RKO-Schine Eckel, sold this double bill as Mystery Drama Week. Through promotion of 170 lines of free space in a daily paper he offered $5 each to a man and woman who would dare to sit through screening at midnight before opening in a completely darkened house, where the only persons were the projectionists in booth and Burke in the office. Woman to sit down stairs and the man in the balcony. During the screening flash-light pictures were taken of the two persons to get reaction. These were published in the paper. Seventeen hundred fifty plugs for the Mystery Drama week were promoted over the free time service conducted by local auto agency. "The Bluebird” Harrisburg, Pennsylvania — Manager Jack O’Rear, Colonial, secured study guides for distribution in schools and 1000 “Lucky Feather” novelties on which certain feathers turned blue when dampened. The latter were also handed out to schools, and free tickets given to those with the “lucky feathers.” Heralds were stuffed in all copies of Liberty magazine through a tie-up with McFadden Publications on a story of Shirley Temple in Movie Mirror. Liberty boys paraded to the theatre for free show the opening night. PAUL TERRY’S “Lucky Duck” is beginning to shape up as the central theme in Terry-Toons promotion plans for the coming season. “Lucky Duck” made his bow early this season in the Technicolor Terry-Toon, “The Orphan Duck.” “Pinocchio” Reports Show Many Extensive Angles Providence, Rhode Island — Adaptability of the Disney feature for tie-ups and cooperative ads resulted in just one of the most ambitious campaigns this town has seen in years. Arranged by manager George French and press agent Bill Morten, aided by Ed Rowland, RKO home office, ballyhoo was everywhere. Going outside Providence, they supplied art and press matter to all papers in the State and in nearby Massachusetts. The Evening Bulletin film editor, Garry Byrnes, reported opening of picture in New York about a month ago, the story breaking about a month in advance of playdate. Sunday roto used picture of Disney and Pinocchio characters. WEAN, WPRO, WJAR were provided with music from film three weeks in advance. Music also was supplied to bands in the local hotels and night spots. All hotel magazine stands were bannered. Biggest tie-up was with the largest department store in the state. Store used Pinocchio as Easter theme rather than the traditional bunny. Store discovered it had 15 different lines of merchandise with Disney imprints. Theatre furnished figures, window cards, and about five dozen stills. Departments involved bought a large co-op ad. Photo department tied in, using throwaways on films and offering a reduced rate for portraits of youngsters. Store had six windows of Pinocchio stuff. Other principal department stores also arranged windows and departmental displays. RCA dealers, 75 in number throughout the state, tied in on the sale of the “Pinocchio” record album. A blades tie-in roped in 50 stores; a milk company took 50 displays for stores handling their ice cream. To another milk company went 10,000 collars for milk bottles to be distributed on opening morning and 96 trucks were bannered on both sides. Waterbury, Connecticut — Manager Ed Fitzpatrick, Loew-Poli, lined up a sock campaign. In tie-up with a large department store, distribution of several thousand souvenir color photos to children was arranged; 12 beautiful window displays tied in with all licensed merchandise; Bronson library cooperated with a huge still display, bulletin board notices and distribution of colorful book-marks; all local book stores gave prominent display space; News company bannered their delivery trucks, sniped magazine covers; newsstands displayed imprinted slip sheets and tack cards. Seal-Test co-operated by bannering both sides of 10 delivery trucks, placing attractive window streamers in 40 of their stores, and in addition used special collars on all milk distributed throughout this territory; theatre attendants in “Pinocchio” costumes attended big display in lobby. WBRY plugged songs on daily morning organ broadcasts; soda fountain tie-ins were numerous; vacant stores were turned into assets with attractive displays of stills and other press matter. THE EXHIBITOR March 27, 1940