The Exhibitor (Nov 1943-May 1944)

BETTER MANAGEMENT BM-13 placed in taxicabs, banners were used on publishers’ trucks, llxl4’s were placed in bus terminals, and other signs and pla¬ cards were placed in strategic places throughout the city. A six-day photo strip, free from Republic, was published. Fea¬ ture stories and photos were planted in local newspapers. Spot announcements were aired over the local stations. In New Haven, Corm., Jim Darby, Para¬ mount, backed the film with special ads in the local Italian newspaper and the local college newspaper. Display cards, radio announcements, and 57 24-sheets displayed throughout the town helped. "Whistling In Brooklyn" Baltimore, Md. — For the recent engage¬ ment of “Whistling In Brooklyn,” Loew’s Century, Gertrude Bunchez, publicity di¬ rector, sent a story to the sports editor of the Baltimore News Post on the dinner that was being held for the local sport personalities on the opening night of the film. A contact was thus arranged for a break into that newspaper. Art and fea¬ ture stories were liberally used by other news publications. Mention of the film was made on sport programs and the exclusive Loew radio name “Frank Fan” did a 15-minute pro¬ gram of Hollywood gossip and mentioned the film. There were no expenses in¬ volved in this. Window displays were used in sport stores, and on opening night a dinner was arranged for local baseball personages. More than 10,000 advance cards were distributed throughout the city. Special cards were placed through¬ out war plants, apartment houses, hotels, and leading drug stores. "Lost Angel" Washington — Jesse Pulcipher, public¬ ity director, Loew’s Capitol, arranged to have the local Coca-Cola dealers distrib¬ ute 700 two-color window and soda foun¬ tain strips in connection with the recent engagement of “Lost Angel.” Posters show Margaret O’Brien and James Craig en¬ joying “The Pause that Refreshes.’ r I E u p s "Henry Aldrich, Boy Scout" New York— The more than 1,750,000 Boy Scouts of America plus their alumni are being mobilized by the organization to support “Henry Aldrich, Boy Scout,” it was stated recently. The Scouts cooperated in making the film, and it has been endorsed by the organization for showing during Scout Week, Feb. 8 to 14. The national organiz¬ ation is urging Scouts to see the film. A brochure on the film has been distributed to all troop leaders. More than 100 Scouts in Los Angeles participated in the filming. Prominent Scout executives were technical advisers on the film. Stills from the film are being assembled by the national council, at the National Training School, Mendham, N. J., where men are trained for professional Scout leadership. "The Desert Song" New York — A radio merchandising campaign similar, to those provided on “Air Force,” “This is the Army” and “Princess O’Rourke,” has been prepared by Warners for “The Desert Song,” it was declared last fortnight. Campaign consists of three spot an¬ nouncements, all on one record, narrated against a special background of orchestral and choral effects based on music from the picture, with time allowed for local playdate mention. "Pin Up Girl" New York — • A tie-up of Chesterfield Cigarettes and 20th Century-Fox’s “Pin Up Girl,” is now blanketing the country with four-color window displays, full-page advertisements in the leading magazines, and car and bus cards in every key city, publicizing the star and the film. A campaign by Royal Crown Cola will publicize the star and film on 7,000 bill¬ boards, and full-page ads will appear in the nation’s newspapers and magazines. "The Song Of Bernadette" Los Angeles — Viking Press, publishers of Franz Werfel’s book, “The Song of Bernadette,” recently distributed approxi¬ mately 9,800 window cards to bookshops and department stores. Tie-ups will coincide with the world premiere of the film at the Carthay Circle and United Artists. Weekly Newsreel Information Is a Regular Feature of This Publication. "True To Life" New York — One of the largest car card advertising campaigns ever given a motion picture has been created for Paramount’s “True to Life.” The cards appearing in approximately 40 cities feature Mary Mar¬ tin, the film’s star, in conjunction with Dari-Rich. It is estimated that the car cards will have a total circulation of about 8,500,000. SELLING SHORTS "Youth In Crisis" New York — P. A. Williams, advertising and publicity director, March of Time, recently issued a special supplement to the press book on “Youth In Crisis.” Organizations helping to promote the film include New York State Charities Aid Association, Tuberculosis and Health As¬ sociations in New York, New York State Committee on Mental Hygiene, Child Wel¬ fare League of America, Boys’ Club of America, National Probation Association, National Office of Episcopal Church, YMCA, Kiwanis International, National Unitarian Church, Community Chests, and Councils, Inc., New York State Depart¬ ment of Social Welfare, Children’s Home Society of Virginia, National Conference of Juvenile Agencies, American Prison Association, National Congress of Parents and Teachers, and Federation of Protes¬ tant Welfare Agencies. The supplement outlines campaigns suc¬ cessfully used by exhibitors on the film, and contains laudatory comment. \P ALADDIN WERE ON OUR STAFF... WE would call on him to conjure up new projection and sound equipment and many other items which would make it easier for you to keep your theatres operating efficiently in ’44. While we can’t do this, we can give you the assurance that your National branch will offer you every assistance in securing the equip¬ ment you need to keep your show on. As we enter a new year, we are more than ever aware of our re¬ sponsibility to support you in continuing to carry on a great job — maintaining American morale. NATION AlCV theatre supply of Nttlionul* Simple* THE EXHIBITOR January 26, 1944