The Exhibitor (Nov 1939-May 1940)

THE EXHIBITOR 15 Plenty of Attention Given to “Pinocchio” Syracuse, N. Y. — Manager Harry Unterfort, RKO-Schine Keith’s, through a tie-up with the Herald-Journal, ran a coloring contest with different cuts daily for six days and received over 2000 entries. Post-Standard used a quiz and coloring contest resulting in over 1500 entries with 1500 lines of free publicity. Onondaga Valley High School paper used a three-column 100-line ad gratis. Advertising was taken out in all out-of-town papers within radius of 50 miles. Three boys wearing “Pinocchio” masks and suits paraded around the city and went through antics in front of the theatre. An Easter egg hunt was held in the city’s largest park with “Pinocchio” record albums and “Pinocchio” masks and writing tablets as prizes. Stunt was covered by daily papers with pictures of winners receiving awards in person from John Boles. Through tie-up with Dairylea milk company 10,000 heralds were distributed as well as having 30 trucks bannered. An ad was run in daily papers by a milk company which distributed cards to 100 grocers in addition to plugging the picture for six weeks on their regular radio program from the “Pinocchio” glass angle. Wilmington, Del. — Local manager Lewis S. Black, Warner, plastered the downtown district with a ballyhoo, starting in his lobby with a flashy mechanical layout in one corner showing old Gepetto pulling “Pinocchio’s” leg with a string suspended over a large ring. Manager Black landed publicity material in 40 show windows, 10 of which were big time layouts of cards, and stills. One of his best was in a drugstore next door to the theatre. Ten thousand masks distributed through a national tie-up were given out at the various stores, as well as 3000 “Pinocchio” books and “Pinocchio” glasses. Women’s clubs, schools and art leaders were contacted. Massena, N. Y. — Popular manager Cohen, high-lighted his “Pinocchio” campaign over Easter by giving away a dozen rabbits to holders of lucky numbers. The stunt was arranged for a special Saturday matinee. Cohen sniped all the school bulletin boards within a radius of 10 miles as part of his campaign. All newspapers within a radius of 25 miles were serviced with story material. "Gulliver’s Travels” Elmira, N. Y. — Mel Conhaim, Regent, really shot the works on this one. He had 3,500 milk bottle hangers distributed by local dairies (which paid printing costs,) used schools for ballyhoo, placed posters on bulletin boards, displayed sheet music in three music store windows, played tunes from picture over p.a. system over box office, tied in with ten cent stores on toys, novelties, etc. He showed “Miracle in Miami” trailer two weeks in advance of playdate on this feature, arranged radio plugs, had large displays throughout house, and arranged to have local night clubs plug the tunes. Results were sufficient to warrant the work Conhaim put in, really putting this over with a bang. School Tieups Big in “Tom Edison” Selling Dover, N. H. — A most extensive exploitation was effected recently by the Strand. Mel Morrison, manager, outlined the campaign briefly. A large wholesale baking company distributed 10,000 Mickey Rooney bread wrappers. Department stores gave space in their advertising in the papers. The nearby Portsmouth radio station gave frequent daily plugs, naming dates and times of showing. Displays were set up by the local electric power company, department stores, restaurants, hotels. A Maine telephone operator advised subscribers of the coming picture. Special readings were held in public and parochial schools. The University of New Hampshire loaned electrical apparatus for a lobby display. Buses, produce trucks and automobiles carried “Young Tom Edison” signs. Hundreds of program cards were mailed to a list of persons in nearby cities. Homes and automobiles were freely circularized. Wilkes-Barre, Pa. — An essay contest for high school students on the subject, “Thomas Edison’s Contribution to Progress in America,” was one of the highlights of Bill Walsh’s campaign at the Comerford. Schools and local Record gave plenty of co-operation, with the winning essay printed in the Record. Radio contest was held several days before engagement started, with co-operation of a local bank which had a weekly evening program. Music that evening was dedicated to Edison, and songs he liked were played. Tickets were sent to listeners writing best tribute simulating Edison’s tribute to his mother. Tieups were made with dealers of clocks, electrical appliances, radios, cameras, refrigerators and batteries, among others. Worcester, Mass. — Veteran Harold H. Maloney, manager, Loew’s Poli, and Maurice Druker, assistant, made a number of effective tieups. The Bachrach studios used tintypes of Edison on display with stills of the film, and supplied tintypes for five other exhibits. A department store gave a full window of lamps, showing the earliest lamps up to the present. Western Union provided a full window, including one of the first Morse code sets, contributed others for similar displays and used a jumbo telegram. "The Earl of Chicago” New York City — Criterion manager Seligman had his six foot seven-inch doorman dress in a complete Easter outfit (top hat, cutaway coat, striped pants, pearl grey vest, etc.) and stroll through Manhattan, leaving his calling card at hotels, restaurants, stores, counters, letter boxes, mail boxes, etc. Card said: “His Lordship, The Earl of Chicago (Robert Montgomery) — Loew’s Criterion Theatre, 45th Street and Broadway— Bryant 9-3839.” On Easter Sunday the doorman distributed the cards to parading throngs on Fifth Avenue, causing much interest and excitement. “Dr. Cyclops” Tests Available for Showmen New York City — In preparing the press sheet on “Dr. Cyclops,” Robert M. Gillham, director of advertising, publicity and exploitation, inaugurated a n unusual showmanship procedure. With “Dr. Cyclops” pre-released in six key city test engagements, an advance press book outline was made up, containing both publicity and exploitation campaigns. Put in manual form, these campaigns were “tested” in the field — stunts, contests and stories being engineered and put over by shrewd showmen with the aid of Paramount exploiteers. Finished press books present the cream of the six-city campaigns, as used. Among outstanding features of these successful exploitation campaigns were the “Dr. Cyclops” laboratory display utilizing special lens to reduce humans to twelve inches; a five-day newspaper contest, special scare-head newspaper, oversized furniture for lobby displays, special animated lobby display material, unusual street ballyhoo costumes, a whispering campaign and numerous merchant tie-ups. "Road to Singapore” Harrisburg, Pa. — Manager Jack O’Rear, Colonial, provided orchestrations from Famous Music Company for local dance bands which featured the music and leaders announced the play date. This was used effectively at the Harrisburg Police Benefit Ball, attended by about 3000 persons. Passes were given to the winners of a dance contest in local ballroom. Tie-ups were secured in music stores with title pages and Gertsch Ocarinas, which are played in the “Sweet Potato Piper” number. The latter was featured in displays in largest city music store and theatre lobby. Radio plugs were also obtained over John Van Cronkhite’s “Little Brown Book” program. EXPERTS . . . in every field of theatre design and maintenance will be found listed on me EXHIBITOR’S PACES MANAGER AVAILABLE Age 33, single — 10 years experience with circuits and independents — thoroughly qualified in every phase of theatre operation — college graduate, with degree in business administration— ample references as to character and ability — moderate salary — has car — will go anywhere. Ask for complete story on this man — it costs nothing to get the facts ! BOX SP — THE EXHIBITOR 1225 Vine Street, Philadelphia, Pa. April 10, 1940 QUAD.