Motion Picture Herald (Nov-Dec 1939)

60 MOTION PICTURE HERALD December 23, 1939 Exploitation Briefs Here & There To build the school angle on "Underpup" at the Rialto, in Baltimore, Round Tabler W. Brizindine concentrated on the fact that Kenneth Brown, lad appearing in the picture was a localite and urged all children to see him in the picture. Contacting lendinglibraries, imprinted bookmarks were made available, special matinee show was held and lobby set piece constructed, consisting of blowups of Gloria Jean and Kenneth Brown. V Giant postcard addressed to Richard Greene at the Studios congratulating him on his performance in "Here I am a Stranger" was planted in the lobby of Schine's Kent Theatre, by Ed Kidwell. Patrons were invited to sign their names to the card, newspapers cooperating by taking photos of local celebrities affixing their signatures. V Calling attention to the press of the local angle on his date for "Passing Parade," Frank Shaffer at the Dixie, in Staunton, Va., received fr,ont-page breaks calling attention of readers to the fact that Dr. Ephriam McDowell, who is credited with performing the first major operation in Danville, Ky., in 1809, was a native of Virginia and had practiced medicine in Staunton. V Borrowed from the county sheriff was a 60-gallon whiskey still which was planted in front of the Ritz Theatre, in Brantley, Ala., as part of Ben Tisdale's campaign on "The Roaring Twenties." Surrounded by keys, guns, axes, bottles, jugs, etc., sign hanging overall carried title, cast and playdates. Interior of lobby was dressed as a speakeasy with pictures of the TunneyDempsev fight, Spirit of St. Louis, etc. V With a doorman who is artistically inclined, Ken Veach at the State Theatre in Uhrichsville, Ohio, had the lad work in a downtown window drawing posters six days in advance of "Union Pacific." Working about five hours a day, the artist attracted considerable attention, background of window featuring stock stills and one sheets. V Measuring six by eighteen inches were the snipes placed on risers of curbs, stairs in public libraries, etc., as part of Pat McGee's date on "Cat and the Canary" at the Schine Paramount, in Syracuse. Copy read "Watch your step ! You may be frightened by 'The Cat and the Canary.' " Cards in store windows in advance carried still of cat in makeup, with copy awarding passes to those who guessed identity of the feline. Copy listed names of six male actors from whom to chose. V Entire front of the Cover Theatre, Fort Morgan, Colorado, was covered by J. H. Roberts for his "Oz" date with beaverboard coated in with watercolors. Lettering was made up of stills cut out to form the title and drawings on each side were blowups from press book depicting different characters in the picture. Model Railroad Attracts 150,000 on "Union Pacific" Displayed for three weeks ahead in the lobby of the Capitol, Cardiff, England, tor "Union Pacific", a model railroad created under the supervision of Manager J. Fairbairn was reported to have attracted 150,000 visitors. The exhibit was opened by the Lord Mayor with the Lady Mayoress, who pressed the master-switch to start the operation, the event noted prominently in the local press. Built specially for the purpose, and taking four months to complete, the model measured 15 feet by seven feet, everything being built on the premises. Two hundred fifty feet of track were used and the control panel was fitted with 150 switches and push-buttons. All signals were automatically controlled. Half-hour demonstrations were given hourly. Included were terminals, bus stations, and countryside. Outside tieins were made with tea manufacturers for one-sheets carrying photos and tiein copy, these planted with all local grocers. Western Union offices displayed the giant cablegram, copy addressed by C. B. DeMille to the president of the Union Pacific. Railroad offices and travel agencies also featured artistic displays, with some five railroads cooperating in the creation of the model railroad. SEASON'S GREETINGS Jitterbug Definitions Bring Cash Awards With jitterbugs in jazz parlance being dubbed "hep cats," "rug cutters," etc., in advance of "Babes in Arms" at Loew's State, in Syracuse, Round Tabler Frank Murphy ran a contest where cash and guest tickets went to those submitting the funniest definitions for the term jitterbug. Paper ran stories in advance and followed through with some of the gag definitions at end of contest. For "The Real Glory," cooperating paper ran a half-page three column classified ad contest, with tickets to those correctly answering list of questions pertaining to various ads. Spanish-American war veterans were invited as guests of Murphy, photos and story in cooperating paper. SEASON'S GREETINGS Turner's Toy Matinee Every child under 14 who brought a toy to the Grand Theatre, Grand Haven, Mich, was admitted free by Manager Tom Turner. Toys were turned over to the American Legion for distribution at Christmas. Turner reports that since most of the 500 kids attending brought two or more toys, it required a couple of truck loads to remove them. Stunt was good for stories in local paper. SEASON'S GREETINGS Lamm's Special Show Kids matinee at which each child was admitted for one can of food was held last week by Manager Julius Lamm at Warner's Uptown Theatre, in Cleveland, Ohio. Colored heralds calling attention to his special evening show put on in conjunction with the local merchants were distributed, acts including orchestra, master of ceremonies, etc., promoted for the occasion from leading night clubs. Display Ads On Next Page ( 1 ) Star head halftones, left, and title in reverse panel, center were used by E. G. FitzGibbon, Great States, Peoria, 111., ad head, to call quick attention to his "now" display on "Drums," at the Madison, all held together with the reverse slug below. Size: 50 lines on 3. V (2) To tie in the Eliot novel to the picture, George Kraska used a book-cover background for this all-type 55 lines on 2, in advance of "Mill On the Floss," at the Fine Arts, Boston. Quote from Herald review was selected for further copy emphasis. V (3) To point up copy, title and cast, on "Tower of London" at the RKO Lyric, Cincinnati, Dinny Dinerman, zone ad head, used panels as illustrated. The "see" copy and action shots, left, were placed to balance the star half-tones at right. Size : 90 lines on 3. V (4) Trick copy in simulation of official Storm Troop order, was the copy keynote of the ad campaign on "Beasts of Berlin" at the Hartford, E. M. Loew's. Further appeal was aimed for by the allusion to the New York censors below. Size : 85 lines on 2. V (5) Having Cab Calloway plus "Cat and Canary" on one show, Les Kaufman, F&M St. Louis ad head, selected as many words as possible starting with "C" to emphasize duplicate capitalizing of screen and stage units. Star heads below were placed for a clearer division of the picture unit and to balance Calloway sketch at top. V (6) "Smile" cuts of Muni and Bryan, the former smooth-shaven, were selected by Ev Callow, Philadelphia Warners division ad head, to sell the star's modern role in "We Are Not Alone." Illustrations below recalled the star's previous successes. Size: 105 lines on 2. V (7) Typical Oscar Doob copy to introduce "Remember" at the New York Capitol, had mainly to do with Greer Garson, the female lead. The selling slant made much of her success in "Chips," as indicated above in copy line and drawing. Size: 125 lines on 2. V (8) Another illustration of Vic Gauntlett's poster-layouts is this 170 lines on 2, for "Allegheny Uprising" at the Orpheum, Seattle, Wash. The body reverse was held together with the circle above and secondfeature panel below. Background of picture was further indicated by twanging arrow above the title. SEASON'S GREETINGS Harris Street Bally For his advance on "Sherlock Holmes" at the Mayfair Theatre, Philadelphia, Round Tabler Jack Harris used as his street bally man dressed to represent the great detective. Covering main streets and business districts, man created considerable attention.