The Exhibitor (Nov 1939-May 1940)

14 Camp Fire Girls, Others Help Sell “Blue Bird” Syracuse, N. Y. — Manager Bill Burke, RKO-Schine Eckel, presented the local Camp Fire girls (known as the Blue Birds) with an autographed photo of Shirley Temple, a Blue Bird herself, at their 28th birthday party dinner. On the afternoon of the dinner over 500 of the girls made up a theatre party to see the picture. Letters indorsing the picture were sent to all Boy Scout Masters in the County. Principal of a junior high school and president of the parentteacher association indorsed the picture at a general meeting of the County association. A full window display was used in center window of a department store as well as a toy shop. Song, “Some Day You’ll Find Your Blue Bird” was featured at music counters and over radio programs. Meriden, Conn. — Manager Joe Samartano, Loew-Poli Palace, submits the following campaign: Coloring contest with special stories and art planted in a local daily; sheet music and orchestrations obtained from publishers were plugged at all night spots and used as me vaudeville overture; hundreds of study guides distributed to all schools and department heads; thousands of bookmarks were given to local libraries and book stores; personal letters to Women’s Clubs and the Parent-Teacher Association. The Undercliff Orphan Home was invited to see the film. Harrisonburg, Virginia — Jack Fretwell, State, sent out 3,000 heralds paid for by ads sold to local merchants. Special lobby display was designed, featuring 40x60 painted by a local artist depicting the New York premiere, bearing Easter copy and clarifying prices. A total of 100 window cards were distributed throughout the territory. Letters were sent to clergymen and educators, playing up moral and educational value of the film. Essay contest on “Why Maeterlinck’s ‘Blue Bird” contains the fundamentals of great literature” was conducted in local schools. Posters were placed on school bulletin boards. Special six-sheet was placed on side of theatre. "Northwest Passage” Long Branch, N. J. — For “Northwest Passage,” manager Thomas A. Phelan in co-operation with the local Boy Scouts of America created a lobby display with a forest atmosphere. Scouts were in attendance daily during the engagement and acted as ushers. Display consisted of a long grass matting, with forest surroundings, etc. "Command” Book Scores NEW YORK CITY — An exceptionally attractive pressbook was sent out last week by Republic on “Dark Command.” Starting with a distinctive black and gold cover, the book thoroughly concerns itself with all possible means of selling "Dark Command,” and there are plenty of them. A large section is devoted to newspaper advertisements, while equally big portions contain publicity stories, features for newspapers, hints for the exhibitor, suggestions for tie-ups, contests ideas, fashion tie-ups, lobby displays, banners, and novelties. The entire book, which makes use of color throughout, is extremely well done and an example of what a good pressbook should look like. Republic can take a bow on their work. Paramount Arranges Big “Biscuit Euler” Tieup New York City — Paramount Pictures, in co-operation with Ken-L-Ration dog food, last week worked out a national advertising and co-operative merchandising campaign to assist exhibitors on “The Biscuit Eater.” Billy Lee, juvenile lead in the picture, and Promise, the dog star, will be featured in a huge magazine advertising campaign. Ken-L-Ration has gotten out a special two-colored, llxl7-inch window display poster which will be available to all store merchants and exhibitors for co-operative tie-ups. Billy Lee, Promise and full credit for “The Biscuit Eater” appear on the window poster, which has generous space for local theatre imprints. Through a direct mail campaign dealers throughout the country have been informed of this tie-up and urged to contact local theatre owners playing Paramount’s “The Biscuit Eater.” "Ten Nights in a Barroom” Worcester, Mass. — Veteran Bob Portle, manager, Loew-Poli Plaza, blended the Anti-Saloon League of Massachusetts and the city’s clergymen into his campaign on this one. Two of the leading ministers passed out circulars to their parishioners, and the AntiSaloon League sponsored a similar activity. A “bar” was set up in the lobby with the bartender passing out ginger ale. A three-sheet on lobby floor attracted much attention. “Bebecca” Gets Benefit Of Extensive Campaigns New York City — An extensive campaign was executed by United Artists on behalf of “Rebecca,” for its premiere at the Radio City Music Hall. “Rebecca” got first Life Magazine feature on Hitchcock, the director, next, one on David O. Selznick, its producer, and finally, a picture-of-the-week layout. Other national magazine breaks included Collier’s, Ladies Home Journal, Town and Country, Vogue and Good Housekeeping. King features and Time Wide World also contributed important layouts. The New York exploitation campaign, spread over a period of four months, made good use of the co-operation of many stores. Radio highlight was a Kate Smith coast-to-coast broadcast with Judith Anderson. These were topped by a contest in the Journal-American, which ran for two weeks and offered over $500 in cash prizes. The Rebecca Luxury Wardrobe was sponsored by a store which gave its entire Fifth Avenue front, eight windows in all, for an entire week. Other stores throughout the country took the Rebecca Luxury Wardrobe with resultant publicity on fashion and roto pages. Excerpts from the film were presented to radio listeners in an effective selling presentation of “Rebecca” on the Kate Smith Hour over the Columbia Broadcasting System, in which Judith Anderson was starred in her role of Mrs. Danvers. In connection with this program, Miss Anderson came to New York a week in advance of the broadcast, and was given publicity through interviews with syndicate, newspaper and magazine writers. Harrisburg, Pa. — Manager Sam Gilman, Loew’s, exploited the Selznick production with 50 linoleum mats lettered with copy and dates, and placed on corner curbstones. Fifty ladies’ pocketbooks containing a card with inscription, “This belongs to Rebecca. Return to Loew’s Theatre and receive two guest tickets,” were dropped in various sections of the business district. Spot announcements were made following women’s and cooking programs on local radio stations. Tie-ups were obtained in four book stores selling popular editions of the novel. "Dr. Ehrlich’s Magic Bullet” Albany, N. Y. — Eddie Yarbrough, Keeney, did a comprehensive campaign on this Warner feature. Medical and nursing groups were contacted; posters were placed on bulletin boards in factories, schools, club-houses, etc.; visiting nurses sent 1,000 letters at their own expense plugging picture; film was screened for 100 invited local leaders in all fields, who helped in publicizing picture; cigar store tie-ups were secured; spot announcements were made over the radio; Catholic trade was pulled in by addition of March of Time’s “Vatican of Pius XII” to the bill. Most inspired feat of Yarbrough was to dig up a lady who was a cousin of Ehrlich, and a man who had known Ehrlich, Koch and Bering personally. Local StarGazette carried big stories, and it certainly didn’t hurt business. THE EXHIBITOR April 10, 1940