The Film Daily (1935)

THE 16 &£S DAILY » » EXPLOITING THE CURRENT FILMS »ai San Antonio Pluqs On "Folios Bergere" THE premiere of "Folies Bergere," 20th Century production starring Maurice Chevalier, was ushered in at the Aztec Theater here with an effective exploitation campaign arranged by A. Esberg and Jack Chalmans, consisting of several feature stories in all local papers, radio station KMAC featuring four song hits from the picture eight times, and station KABC giving the same songs five plugs. Both stations featured the Ballyhoo records and mentioned the film's opening on several commercial programs. Ten thousand photographs of Chevalier were distributed at the theater, and a tie-up with Old Gold accounted for the distribution of 10,000 sample packages of cigarettes at the theater a week in advance of the opening. Old Gold also secured 15 store windows for photos of Merle Oberon. Joske's Beauty Salon distributed 15,000 heralds, placed a co-operative ad in all local dailies and arranged an attractive window on the picture. The Vogue, in tie-up on Gold Stripe Hosiery also used a co-op ad, and placed a five-foot blow-up in their window. Twen ty-five local hat stores ushered in the summer straw hat season with window displays featuring scene stills on Maurice Chevalier. Newsboys distributing both the San Antonio "News" and San Antonio "L:ght" wore miniature straw hats with the theater's billing on the brim. Two large straw hats were carried by two boys and halted traffic, gaining considerable attention for the attraction. Wolfe and Marx, local department store, featured cut-outs of both Merle Oberon and Ann Sothern in an effective window display. One hundred and fifty taxicabs carried bumper strips, local night club and hotel orchestras plugged the song hits from the picture, and special cards were placed in guest boxes at all hotels. — Aztec, San Antonio. Screening Aids "Naughty Marietta" Chicago Campaign A SPECIAL screening for the press, including motion picture editors, music critics and radio columnists, as well as orchestra leaders and radio executives was the highlight of the B. & K. campaign on "Naughty Marietta" for its Chicago showing at the Roosevelt Theater. Jeanette MacDonald, who is co-starred in the film with Nelson Eddy, sent her favorite cooking recipe to the local "Daily News" and it was printed, as well as broadcast over station WENR by Fannie and Eddie Kavanaugh. Fourteen downtown windows were used on music tie-ups. 1,000 specially processed cards made to hold stills or inserts were placed in windows and counters of stores in the business sections near the theater. Waltz contests were put on at two of the leading ballrooms and cups were given as awards. — Roosevelt, Chicago Co-op Ads for "Gold Diggers" JVTAT SILVER of the Strand, Lowell, has tied in with several local merchants and had a full page of cooperative ads printed in the local newspaper. In the center of the page was the theatre's plug on "Gold Diggers of 1935." Around this ad were the merchants' ads boxed in. The background for all the ads were music bars and notes. This page was very attractive and eye catching. — Strand, Lowell, Mass. "Gag" Cards Used At the Federal, Salem A SWELL gag was conducted by Arthur Murch at the Federal, Salem, which attracted much attention. He made up cards which stated that the bearer present the card he is given to the boxoffice on two specific days. The bearer asks the cashier "if this is the right color." If she says it is the right color he is given a free pass for the theatre in the near future. Try and effect a similar gag. It sure attracts attention. — Federal, Salem, Mass. National Ad Tie-In With Mags PARAMOUNT has made a cooperative ad with the April Showers Talc Co., in a national advertising stunt. All national magazines of importance carried this ad. M-G-M tied in with the Red Cross Shoe Co., for a similar tie-up on "Sequoia." A swell stunt can be done with these ads. They can be blown up and put in your lobby as a build-up for the picture. Watch the magazines for these ads and see if you can perform this stunt. — Paramount-M-G-M. MICKEY MOUSE LAMPS Complete with parchment shades and attractively decorated with famous Walt Disney characters. The all steel base is finished in enamel. This is the lamp that will be distributed at the Film Daily Golf Tournament at Progress Country Club, June 12. rSb' SORENG-MANEGOLD COMPANY Chicago UtU