The Exhibitor (Nov 1941-May 1942)

BM-16 BETTER MANAGEMENT BOOTH AND PROJECTION ROOM on the new Monogram lot cost of $10,000. Equipped with Simplex projection and sound, in Hollywood were recently remodeled and redecorated at a the booth has all modern improvements. both as follows: “V = Victory — See ‘Nazi Agent.’ VV = ‘Vanishing Virginian.’ Don’t miss the greatest double bill ever to play this theatre.” "To Be Or Not To Be" Rochester, N. Y. (Population, 324,694) — L. Pollock, manager, Loew’s Rochester; I. c/r PS 8 Uy X 2 <1 in NOVELTY SCENIC STUDIOS Interior Decoration • Curtains • Draperies Murals • Acoustic Wall Treatments 320 West 48th Street, New York City D. Beck, student assistant; and L. Edwards, artist, got together and arranged the fol¬ lowing campaign: A sandwich sign was placed in front of the theatre a week in advance of play date. Plenty of white space and numerous stills were used. A console radio record player was placed in the outer lobby playing various recordings of “Bless ’Em All.” An attractive display was built around the radio to make it both an eye and ear attractor. A contest was spotted with the Rochester Sun with con¬ testants to name five pictures the late star had appeared in. The 15-minute broad¬ cast suggested in the press book was planted. Co-operative stunts on Metro’s “We Were Dancing” worked by the same the¬ atre included an advance hair-do ad with department store on Norma Shearer; a fashion co-op with another store; a co-op with cleaners using dancing scene and copy “Are You Going Out Tonight?”; fur¬ niture co-op with a furniture store using bedroom scene and catchy copy built around the picture title, “The night after they were dancing and still happy . . . after sleeping on a bed co-op with a curtain store; and a fashion co-op with a department store. "The Man Who Came to Dinner" Harrisburg, Pa. (Population, 83,000) — An elaborate campaign was employed by J. D O'Rear, manager, Colonial. Upped news¬ paper space, radio spot announcements, special box-office board, lobby display, and the display of 24 special frames in windows about town started things off. Paper napkins were imprinted with theatre copy, and distributed in lunchrooms and restaurants. Imprinted paper doilies were placed in various soda fountains. A spe¬ cial window display was set up in a co-op ad stunt with a department store utiliz¬ ing cut-outs of the stars seated about a dining room table. In another store, the same idea was worked out with the cut¬ outs set up in the furniture department. Among other ideas used was that of a jumbo telegram in the window of Western Union. Rochester, N. Y. (Population, 324,694) — Jay Golden, city manager, combined bally¬ hoo and radio in promotion for Warners’ “Man Who Came to Dinner.” He had a dinner table set up in lobby with cutouts of main characters seated, and waitresses handing out doughnuts. A Monty Woolley character was wheeled about downtown streets in a wheel chair, bearing a sign linked to the show. Radio was used liber¬ ally while a prominent restaurant had a theatre and picture plug on its menu. "How Green Was My Valley" Harrisburg, Pa. (Population, 83,000) — Principal stunt in a campaign arranged by manager Jack O’Rear, Colonial, and Paul Blaufox, was a tie-up with local bakery which made a special cake for dis¬ play as the “25th anniversary cake” for director John Ford. Cake was placed in the window of a jewelry store on the main downtown street. Persons who celebrated their 25th wedding anniversary during the run of the picture were invited to be the guests of the theatre. Drivers of the bakery distributed small cards to each cus¬ tomer inviting them to attend free if they celebrate their silver wedding anniversary at same time of play dates. Special dis¬ plays were secured in tie-ups with two book stores. Hartford, Conn. (Population, 250,000) — Lou Cohen, manager, Loew-Poli, offered a revised script identical with those used by the cast of 20th Century-Fox’s “How Green Was My Valley” while the film was in production, to those persons writ¬ ing the best 50 to 100 word answers to the question: “What incident or time of your youth can you recall most clearly?” "Ladies In Retirement" Cumberland, Md. (Population, 40,127) — Grace M. Fisher, manager, and Richard L. Schuette, publicity, Maryland, arranged for the showing one week in advance of play-date 18 original etchings on “Ladies In Retirement.” Obtained from Columbia exchange, the etchings were placed on exhibition in the two local high schools and given proper picture and theatre credit. More than 5,000 circulars were dis¬ tributed with copy reading as follows: “You Pick the Winner! We predict that when you see Ida Lupino in ‘Ladies In Re¬ tirement’ . . . with Louis Hayward . . . starting (date) . . . you’ll join the critics THE EXHIBITOR March 18, 1942