Motion Picture Herald (Nov-Dec 1934)

MOTION PICTURE HERALD November 3, 1934 Book Tseup Features "British Agent" Date A very thorough tieup with the publishers of the book from which the picture was made distinguished Charlie Curran's campaign on "British Agent" at the New York Strand. The Warner Theatre publicity head secured more than the usual display cooperation by promoting the entire window (see photo) in the publisher's leading New York retail store and, in addition, obtained synopses of the story containing photos of the cast and some of the dialogue. The binding and makeup simulated the original copies of the book, these being distributed at the theatre and the store. Also furthering the idea was an effectively designed float plugging the date and also the book, which during its travels was parked from time to time at the book store. Announced as a "first time" was another full window display in the local offices of the Canadian Pacific Lines, and tieups were also made with Fifth Ave. Arnold Constable store featuring the Kay Francis' gowns, the background given over to a large portrait of that star. To advertise this, the store stuffed all outgoing packages with specially printed heralds and featured the styles in three column full newspaper ads, which included cuts of Kay Francis and theatre credits. Work For a Quigley Award! Gurley and Rivers Build Battleship "Navy" Front Clarke Gurley, Ritz Theatre, Bainbridge, Ga., sends us this attractive photo of his front as turned out by artist Ben Rivers, for "Here Comes the Navy." Battleship was 22 feet long and 36 inches high, dirigible eight feet long and airship six feet. In the cockpit of the ship was miniature head of James Cagney. Battleship was done in grey and lettering in black, while the dirigible was painted grey and the airship white and silver. Work For a Quigley Award! Delaney Pilots Ship And Drops Passes J. E. Delaney at the Delaney in Gananoque, Ontario, Canada, recently obtained an air pilot's license, immediately took a little trip around his parts in the newly acquired ship and dropped heralds with passes attached. Delaney reports that out of the thirty ducats "thrown to the winds," twentyeight were turned in at the box-office. "J. E." broke the papers with story that he personally would pilot the ship. Work For a Quigley Award! Pirates In Combat Precede "Isle" Trailer George Laby, Victory Theatre, Holyoke, Mass., worked 'Treasure Island" hunt by dividing the city into four sections, dressing his service staff as pirates and had them head daily parades digging for treasure. All parties in the hunt started from theatre and paraded down main street before going to designated sections where hunt proceeded. Keys attached to tags with appropriate copy advising of hidden treasure were distributed. Merchants were tied up for gifts which were placed in treasure chest in lobby, where keys were brought to attempt to open Curran's "Agent" Book Window Brown-Glazer Chevrolet Parade Gurley-Rivers "Navy" Display Lund's Cutout "Dames" Lobby it. Hidden word contest landed in papers and letter of thanks for theatre party given settlement boys was published. For his trailer, George dimmed all lights and green spot traveled over house, finally resting on two pirates at center of stage in combat, one overcame the other amid loud talk of the treasure and picture. Auto Dealers Parade For "World Moves On" Tieups with citywide organizations of automobile dealers on particular brands of cars are being found valuable by various of the members. Harry Brown, Jr., and Martin Glazer are the latest to report the success of this slant on a hookin with numerous Chevrolet agencies which participated in a parade to the Paramount, in Boston (see photo) in conjunction with "The World Moves On." Theatre party to the motormen followed, the stunt hitting the local papers for cuts and stories. These Round Tablers further cracked the newspapers on a tiein with local jeweler for generous two-column ads featuring Madeline Carroll on optical plug. Commendable also was the general press publicity obtained to introduce this English star in her Boston screen debut. Work For a Quigky Award! Lund Effects Many Tieups on "Dames" Tieups were the order of the day for Jesse C. Lund, Kenosha Theatre, Kenosha, Wis. on "Dames." Department store cooperated with window display on stockings and distributed heralds house to house and mailing list. Old Gold planted posters on "Dames" at strategic points throughout city, Bordons evaporated milk posters planted in windows and music stores plugged song hits. In stores closed for Jewish holy days, Jessie posted "closed to see 'Dames' " stickers on windows. Sound truck using electrical transcription toured streets opening day and upsidedown twenty-four sheets posted. Lobby (see photo) carried cutouts of Keeler, Powell, Blondell, etc. and plugged forthcoming attraction. Work For a Quigley Award! Wide Coverage Secured On G B Philadelphia Dates Lou Goldberg, now with Gaumont British, stopped off at Philadelphia recently in advance of local showings of "Power" and "Chu Chin Chow," returning to New York with an armload of tear sheets attesting to the thorough publicity coverage he aided the Philadelphia theatremen in obtaining. Commendable were the results secured especially in German and Jewish newspapers, Lou getting four full pages of publicity in the language papers in addition to the breaks in the local press. Work For a Quigley Award! Boucher Secures Six Breaks In One Issue of Paper The receipt of local paper with various breaks on six different pages indicates the tempo of Frank Boucher's movements at the Maryland, in Hagerstown, Md. On page three appears two well spotted breaks on current and coming features and on page four, advance story on "British Agent" serial accepted by the paper. On page five, a two column gratis display ad announcing star of serial and including theatre credits, followed by generous mention in department store ad on coming fashion revue at theatre. Then the opening installment of serial, banner including theatre credit and on the back page mention of lecture of local organization at theatre.