The Film Daily (1948)

Monday, July 12, 194! DAILY $4,000,000 in Tieup Ads for "Babe Ruth ft (Continued from Page 1) Steve Broidy. AA earlier had announced its own promotional budget for the pic as $350,000. The tieups, Broidy said, are designed to bring the pic to the notice of every American past the age of six. It is said that many of the tieups, some of which set a precedent for the companies involved, resulted from overtures to AA rather than the other way 'round, which is usually the case. Chesterfield, in the far-flung campaign, will run 400 full-page ads in all magazines of general circulation, as well as additional ads in specialty magazines; dealer cutouts and window cards; and daily representation on radio and television programs. Royal Crown Cola, putting on its most elaborate promotion, will run full page in Lile; plugs in comic-book advertising: with circulation of 8,000.000; displays for half a million dealers; and Babe Ruth premium. Tootsie Roll changes its entire advertising approach with "The Babe Ruth Story" campaign, using four-color cartoon strip in 11 magazines with 23,000,000 circulation, and tentatively in all Sunday newspaper comicstrip supplements. Benrus Watches will make minimum of 2.000 radio spot announcements in 45 cities, as well as supplying eight special scripts to all dealers; run car and subway cards in cities throughout the country; supply special mats to all dealers; and devote its painted biUboard on the Bay Bridge in San Francisco to the tieup from August to October. General Electric will run full page in Life and full-page newspaper ads in 11 television centers, including New York; will use television and radio ads in national magazines; and will have daily radio set giveaway on General Electric Ho^use Party. Popsicle will devote its advertising appropriation to tieup with "The Babe Ruth Story," with streamers and counter cards to 400.000 dealers; three-month campaign of four-color ads in comic books with circulation of 20.000.000; and full-page color ad in Parents Magazine. Other tieups are with Ford. Quaker Oats. Cigar Institute. Lux. Big Yank, National and American Baseball Leagues. A. G. Spalding, Hillerich & Bradsby, New Departure division of General Motors, Personna Blades, Jantzen, White Tower, Owens-Illinois Glass. Wheatland Tube Co., Liquinet. Palomino Sports Shirts. Bruin Shirts of California, the Beanie-Glo Co., The Toy Town Corp., The Philadelphia Chewing Gum Corp.. E. P. Dutton & Co., and various music publishers. National Screen Service Raises Accessory Prices With circuit and company acceptance. National Screen Service has advanced the prices of its routine accessories 15 per cent as of July 1, it was reported at the weekend. While official confirmation was not forthcoming at NSS, theater sources indicated that deals had been inked. J.: J.: J.: Send (Eirtliday^ g Qreeting,A TJo'^ p .: if in J,: is *'t it July 12 Hunt Stromberg Sam Mintz Tod Browning Monty Brice Jean Hersholt Joel Bezahler Jetta Goudal Milton Berle Mike Connolly Vera Ralston Leonid Kinsky ""^ PHIL M. DALY A Solute to General Parhs • • • The Army is about to make a change in the oifice oi the Chief of the Public Information Division As is customary in the service, officers are moved about to widen the range of their abilities, and very shortly, Maj. Gen'l Floyd L. Parks goes to the Headquarters of the U. S. Army-Pacific, in Hawaii The General, known to many in film biz, is terminating some 32 of the most hectic "peacetime" months in the history of the Army — the foldup, pack up and speedup home from foreign lands, touching bottom in personnel with overwhelming commitments around the world, two generals prominently identified, whether they liked it or not, with the presidential potential list, as well as the backwash of sentiment against the military which always follows a war. T T ▼ • • • General Parks was first to admit that he came to the job equipped only with a desire to do his best to bring about understanding between the people and their Army He had just been buffeted about in establishing the four-power Kommandatura in Berlin, had made a home in the rubble for the Big Three at Potsdam, and was not a stranger to the ways and desires of the films, radio, the press, and the other thoroughfares reaching the public General Parks has set an exemplary pace in his Pentagon offices, and a seven-day week has not been unusual for him He has grown with the job, and his acquaintance and reputation for directness, cooperation, and occupational honesty is known to publisher, station manager, film producer, and photographer alike. T ▼ ▼ • • • It must be remembered that Parks went into one of the traditional hot-seats of the Army, when it was really heated There was no recourse to wartime "military security," and the book was being opened against the Army from every possible angle and distortion Nobody thought to wonder what degree of perfection would accrue to any group of some 10,000,000 men and women, whether in uniform or not, and General Parks moved into a chore which remained as rough and at as great a temperature as a waffle iron for weeks on end It would seem that our industry, which occasionally sweats under the gun itself, should take its hat off to Parks as he leaves for the Pacific He has handled a mean task well. ▼ ▼ ▼ • • • "MAGIC CITY" is this year's nine-minute repeat performance by Paramount in terms of letting the ticketbuying public in on what the company has lined up in forthcoming entertainment Of course anybody following the industry trade press knows Paramount has plenty on the entertainment ball these months and a smart collection for the Fall season that will be topped off with the Christmas release of "The Paleface," Bob Hope-Jane Russell Technicolor number "Magic City" is a smart, showmanlike handling of the documentary idea with painless advertising Matter of fact this is the sort of thing that generates audience expectancy and plenty in the oohs and aahs dept. ... In nine minutes a dawn to dusk treatment of Filmfown is set out with highlights balanced by frequent inspection of the burgeoning career of Margaret Field who pops out of bed to go to work at the beginning, pops right back in at the end with her alarm set at 6:15 a.m Last year the company's "Made In U.S.A." of similar nature ployed 11,000 spots There will be 400 prints available this year for free, gratis hatch on, brother, it's a good thing! T T T cominc nno GOinc Ifl li HOWARD WALLS, curator of films for th( Academy of Motion Picture Arts and Sciences arrived from the Coast at the week-end In connection with the reclamation of old films b^ the Academy Foundation. He goes to Washington this week. TED SAUCIER arrives on the Coast today ti confer with Metro execs, on a proposed seque to "Weekend at The Waldorf." Saucier, whi is accompanied by MRS. SAUCIER, will stay a the Beverly Hills Hotel for three or four weeks SEYMOUR ("CY") EICHMAN, advertising publicity director of Astor Pictures, love the week-end with MRS. EICHMAN for jf.utt journey through New England. They t. .ii bi away until the end of the month. RICARDO CORTEZ, who has been in town fo the past month negotiating for story properties accepting radio dates and discussing televisiot production with major video execs, left by plani for the Coast Sunday night. WILLIAM F. RODGERS, M-G-M vice-presiden and general sales manager, returned over thi week-end from Buffalo. WILLIAM R. FERGUSON, M-G-M exploitatioi head, returns today from Chicago. RUDY BER6ER, M-G-M Southern sales man ager, leaves Washington today for Jacksonville Fla., to spend three days with Frank Rogers, hea( of Florida State Theaters. VAN HEFLIN arrives in Philadelphia fron Hollywood tomorrow for the "Tap Roots" worle premiere. JOHN JOSEPH, U-l national ad-publicity di rector, arrives in New York from Californic tomorrow night. MONTY SHAFF arrives on the Coast todo from New York. HANS RICHTER, producer-director of "Dream That Money Can Buy," arrives on the Coas today to attend the Los Angeles premiere the Esquire and to lecture on the modern filn at the University of Southern California. BEN WIRTH, president of Warner Bros. Service Corp., and HAROLD RODNER, vice-presidentleft over the week-end for Chicago and Milwaukee. They will be gone about a week ALLAN SPARROW, Loew's Theaters Southern division manager, ended a New York stay Friday, returning to Atlanta. DONALD OGDEN STEWART sails July 17 foi England. aiiJi nipr !FP iroa ke Joa: Si lot OS Democratic Conclave Tele at N. Y. Para. Pi nen rlie lal foil (Continued from Page 1) the screen of the Paramount from the receiving tube or by means oi off-the-tube recordings at your elec tion." The theater has been licensed undei a financial agreement. Terms were not made public, the same policy followed in the instance of the Louis Walcott fight when Paramount wa: reported to have paid around $1.33 per seat for the video privilege a1 the Broadway house. Paramount also has a separate ar rangement with the Committee ta make recordings of the convention proceedings for exhibition on its sta tions KTLA, Los Angeles, and WBKB, Chicago. The pact carries a clause which relieves the Committee of liabilit:; in the event televised broadcasts ara not received at the theater for anyi pjjj, reason beyond its control including but not limited to line failures or| labor disputes. Kurtz Leaves Loew's Harry Kurtz, of Loew's ad dep't. has resigned to enter the silver biz on the Coast. m 0 iroc 're fe \