The Exhibitor (Nov 1941-May 1942)

BM-18 the current burlesque attraction, with “dodgers” calling attention to the Corio picture at the State, and the fact that she would soon play the Lyric again in person. Distribution of 3,000 additional heralds through other channels; display of 200 window cards in Allentown and nearby communities; heavy newspaper advertising playing up the glamorous Ann; and an elaborate false front with hand art work and stills featuring two, striking life-size sketches of a nude woman in silhouette. "The Lady Is Willing" Harrisburg (Population, 83,000) — J. D. O’Rear, manager, Colonial, brought to¬ gether effective advance newspaper, street, and novelty advertising as combinations in a selling campaign. He arranged for the distribution of heralds a week before opening, and from house-to-house on IN TIMES LIKE THESE keeping your equipment in tip-top condition is more important than ever! Guard against a dark house and lost boxoffice by calling on RCA’s NationWide Service Organization for periodic check-ups. Remember, it’s far better to prevent breakdowns than to fix breakdowns ! Only RCA Theatre Service Offers You All These Advantages! • Frequent, scheduled check-ups • Prompt emergency service • Sound and projection parts • RCA Magicote Lens Service • Laboratory, engineering and manufactur¬ ing coordination • Projection engineering service • Acoustic engineering service • Emergency portable sound system • Emergency parts stocks THEATRE SERVICE PHOTOPHONE DIVISION RCA Manufacturing Company, Inc., Camden, N. J. A Service of the Radio Corporation of America In Canada: RCA Victor Company, Ltd., Montreal BETTER MANAGEMENT ^LOUISIANA PURCHASE?? — > ’ BOwA . I THE ENTIRE POPULATION of Benchley, Tex., 115, was transported recently to Austin, Tex., for the world premiere of the new Robert Benchley Paramount short, “Nothing But Nerves.” Benchley has no movie house, so the inhabitants were loaded into bannered buses and cars for the 95-mile journey to one of the most unique premieres on record. Here are the Benchley, Tex., townsfolks who honored Benchley, Robert. opening day. In addition, O’Rear dis¬ tributed. to parked cars, mail boxes, etc., novelty wedding rings attached to cards advertising picture. Program also included a counter display in a local department store tieing in Marlene Dietrich with various cosmetics, and a special window display relating Baby Corey with a Better Baby Campaign which has been currently under way. Hartford, Conn. (Population, 225,000) — George Landers, manager, E. M. Loew’s, used 300 window cards during his cam¬ paign on “The Lady Is Willing,” and placed a crayon coloring contest in a local paper. Six window displays were ob¬ tained in the downtown area. "One Foot In Heaven" Rochester, N. Y. (Population, 324,694) — Arthur Krolick, manager, Century, used all the angles in plugging “One Foot In Heaven.” He tied in with a mystery melody contest over WHEC, and got two weeks of spot announcements sponsored by the Federation of Churches. Special screening for clergy and divinity school students, together with letters to clergy¬ men, resulted in many sermons based on the film. Literature to school principals and a special screening in the Rochester Club for school officials and newspaper critics brought recommendation of this picture to school children. John Lowe, city librarian, placed a display of stills in the main library, and urged the entire staff to attend. "H. M. Pulham, Esq." Rochester, N. Y. (Population, 324,694) — Manager Lester Pollock, Loew’s, plugged “H. M. Pulham, Esq.” with teaser ads weeks in advance, had post card an¬ nouncements sent to selected list from Hotel Wellington, New York, and spotted a contest in the Rochester Sun on the number of copies of the book sold in Ro¬ chester. Democrat and Chronicle column¬ ist Henry Clune, who knows J. P. Marquand, the author, wrote a special column on the picture, and manager Pollock arranged special displays on the picture in book and drug stores. "No Greater Sin" Norristown, Pa. (Population, 37,924) — Sidney Sablosky, manager, Garrick, ar¬ ranged a private preview four days before playdate. All civic minded people, such as doctors, nurses, ministers, including the mayor, who endorsed the picture, were in¬ vited. Special heralds were distributed door-to-door, and a special front was made. Extra advertising on billboards, increased ad space in newspapers in Nor¬ ristown and vicinity, brought good results. "Tragedy at Midnight" Hartford, Conn. (Population, 225,000) — Press agent Rudy Frank, State, had spe¬ cial program breaks over local radio sta¬ tions. Notices were carried in all news¬ paper copy calling attention to the fact that this was “first showing in Connecti¬ cut.” Several co-op ads were also landed. ^ If you plan to install comfort cooling in time for next summer’s business, "book" your equip¬ ment now — before prices and deliveries be¬ come less favorable. Write USAIRCO today. * UNITED STATES AIR > CONDITIONING CORP. t&TFfct MINNEAPOLIS, MINN. * _ ★ . . ★ . * _ THE EXHIBITOR March 18, 1942