Motion Picture Herald (Jul-Aug 1936)

82 Teaser Ads Used By Cook for "Deeds" Scattered through the classified section, Earl Cook, Warner Theatre, San Pedro, Cal., planted his "Deeds" teaser ads, copy reading "learn about entertainment 'Deeds' offers at Warners. Acquire a 'deed' for any of the properties listed," etc., etc. Serialization was run in paper and traveling billboard was used on street two days ahead. On all main arteries entering San Pedro, Earl posted directional arrows (see photo), a five-foot illuminated title sign was planted on roof of building rigged on flasher and inserts were put in all packages leaving bakery. Clerks in five and tens wore imprinted colored chest ribbons and cooperating market gave away autographed photos of Cooper and Arthur. "Have You Contributed Lately}" Merchants Aid Mead On "Captain January" Through cooperation of local bakery, Ken Mead, Main Theatre, Pueblo, Colo., for "Captain January" promoted a Temple cake and the distribution of fan photos. Wire of thanks from Miss Temple was received and blown up for window display purposes. Five and ten aided by featuring a sundae named for the starlet and dressing all waitresses in house dresses with Shirley Temple bows. Hit tunes were displayed and plugged in all music stores, beauty shop offered a Temple permanent and department store devoted window to starlet dresses. "Have You Contributed Lately?" Show Boat Manager Makes Personal for Webster A happy coincidence for J. H. Webster, Carolina Theatre, Elizabeth City, N. C, was the arrival of one of the original show boats in his city during his engagement of the film bearing the same name. Webster contacted Charlie Hunter, manager of the boat and from whom Edna Ferber had received most of her data in writing the story, for a personal appearance at the theatre. Heralds were distributed from the theatre and house to house and front of theatre was dressed up with bales of cotton bearing picture copy. "Have You Contributed Lately?" Buy British Products Highlights "Rhodes" Date Highlight of Ernie Petch's "Rhodes" campaign at the Strand in Brandon, Canada was a "buy British Empire products" contest in cooperation with the Brandon Optimist. Contest was worked as follows : Each merchant took two ads two by five inches in size. In one of each merchant's ad appeared illustration of his product, minus any identifying name. The other ad contained name and telephone of said merchant. It was the task of contestants to link both ads and send completed list to paper. Cash prizes were awarded winners, and an extra five cents an inch was charged to the participating merchants for their ads to cover cost of prize money. To further aid the campaign, Ernie permitted cooperating merchants a display in his lobby. Stunt was plugged over radio and at each announcement listeners were MOTION PICTURE HERALD Cook's "Deeds" Directional Arrows Athletic Field Dressed for "Rose Marie" Eagles-Fi/zgibbons' "Show Boat" Front Robertson's Pixilation Display for "Deeds" urged to see the display at the theatre. Paper wrote editorial on the picture and campaign. Imprinted book marks were used in all libraries, leading diamond merchants featured window displays carrying picture and theatre copy and imprint was placed on restaurant menus about town. July 18, 1936 Store Ties In With Novak on "Rose Marie" For his return engagement of "Rose Marie" at the Gaiety Theatre, Winnipeg, Can., Bill Novak contacted leading department store which featured picture announcements over their p. a. system at peak business hours, blouse department plugged a "Rose Marie" blouse, tobacco department a "Nelson Eddy" pipe and sheet music window was planted at entrance to store. Accompanying photo shows special display built for front of athletic field, drugstore featured "Rose Marie" cosmetics displaying them in window with large cutouts of MacDonald and Eddy and a teaser campaign with catch lines was planted in cooperating newspaper. "Have You Contributed Lately?" Clean Up Week Planted By Lavoy for "Mr. Deeds" A "clean up, paint up, fix up week" was sponsored over Station KFJM in Grand Forks, N. D., for Eugene Lavoy's "Mr. Deeds" campaign at the Dakota Theatre with twelve tickets going to persons sending in the twelve best household helps for spring housecleaning. On opening day newsies wearing "Welcome Mr. Deeds" banners sold papers with red overprint on first page. Directional "Deeds" arrows were spotted about town, transfer company trucks were bannered and music store devoted window to display plugging the tuba. A double truck co-op page was landed, oversized keys with welcome message imprint were planted in hotels and cafes and permission was granted from Mayor to place welcome tack cards on all lamp posts. "Have You Contributed Lately?" Robertson Summons Folk to See "Deeds" When the new parking regulations went into effect in Athens, Ga., city manager Allan Robertson for the "Deeds" date at the Palace went about town inserting fake police summons under window shields of parked cars ordering them to see the picture. Through tieup with largest restaurant small cards were distributed away from theatre, copy reading "I am not pixilated, are you? I go to Blank's when I am hungry or thirsty." Seven teaser ads were inserted in papers day ahead, opening day story was run explaining teasers, and spot announcements were landed over radio. Accompanying photo shows how Allan stressed the pixilation angle. "Have You Contributed Lately?" Special Front Built For "Show Boat" For their "Show Boat" campaign at the Madison Theatre in Peoria, 111., Manager Merle Eagles aided by publicist Elmer Fitzgibbons rigged up the box-office like a pilot house (see photo). Paddle wheel in front was in continual motion, each paddle carrying name of player or catch phrase on picture. 24 sheets were mounted on both sides of outer lobby with still panels. Window display was secured in leading store, featuring original gowns worn by Irene Dunne, store supplementing window with full page ad.