Motion Picture Herald (Mar-Apr 1940)

9G MOTION PICTURE HERALD March 3 0, 1940 Exploitation Briefs Here & There Overprinting local papers in large red type reading "Garbo Laughs at the Dixie Theatre today," Manager Frank Shaffer in Staunton, Va. has newsboys distribute the papers to help exploit "Ninotchka." Also distributed were the censored mail envelopes containing picture plug. For "We Are Not Alone," Shaffer planted serialization in the Staunton News Leader in advance of opening, paper also taking large two column ad ahead and opening day to plug the story. V A reported first time was the full page review and story landed in the Panama American for "Hunchback" at the Cecilia, Panama City, by Rafael Ades, RKO publicity manager there. For his street bally, man dressed as the Laughton character as depicted in the film was driven about town in bannered cart. V Contest angle was brought into John Manuel's co-op add page for "That's Right You're Wrong" date at Schine's Strand, Delaware, Ohio. Each merchant's ad carried some musical knowledge question and a ten-word slogan about Kay Kyser had to accompany each entry. Guest tickets went to winners. V On the picture "Jeepers Creepers," Ted Irwin, manager of the Star Theatre, in Lyons, Kansas, designed a float for his street bally in the form of a hillbilly backyard. Seated in the enclosure were two of his usherettes dressed as hillbilly girls, one doing a washing which she proceeded to hang on a line, the other sawing wood and stacking it. Theatre operator sat "fishing," while Ted himself dressed in costume shot squirrels from a miniature tree. Loudspeaker was used, while operator played harmonica at intervals. V With folks in his territory going strong for crossword puzzles, Herb Graefe at the Badger, Marshfield, Wis., evolved one which ran week ahead of opening. Questions pertained to his forthcoming attractions, thrift book going to top winner, passes to "Ninotchka" to runnersup. V Giant postcard addressed to several local Hardy families were planted on post boxes about town as part of Norman Prager's "Judge Hardy and Son" date at the Arcade in Springfield, Mass. Measuring 18 by 30 inches, the cards were hung on boxes at noon when they attracted considerable attention. V Chain grocer in Washington, Ind., sponsored a "Gulliver's" coloring contest for kids as part of A. J. Kalberer's campaign on that date at the Washington Theatre. Day ahead of opening, paper ran story advising all to watch for the contest, opening day grocer ran three column half page photo of Gulliver and the Lilliputs which entrants were to color for prizes. Giant Banners Announce Date on "Elizabeth" Outstanding in the campaign on "Elizabeth and Essex" at the Warner Stanley, Jersey City, was an 80-foot banner hung across the face of the building, displayed ahead and during the engagement. Streamer running completely across the grand lobby also attracted, as did an 80 by 120 foot setpiece. Other tieins arranged by Manager George Kelly and Westley Pratzner, publicity head, included a tiein with Liberty magazine boys wherein herald was given with each copy. Boys received passes in exchange with extra reward for those selling most magazines. Papers throughout the county were covered, the theatremen landing a coloring contest in one, puzzle contest in another and strip serialization in a third. Libraries distributed book-marks and schools, study guides. Student rate tickets were also employed. "LET'S HEAR FROM YOU" Krolich Covers Music Lovers For Date on "Danube Waltz" Organizations and locals interested in Rochester's campaign for good music were expressly aimed for in Art Krolich's campaign for his date on "Blue Danube Waltz," one of the Paramount Symphonic series, at the Regent Theatre. Letters were addressed to members of the Philharmonic orchestra, sponsors and directors of the civic music association, music teachers in schools who were asked to announce the showings. Newspaper publicity was topped by story in drama columns on opening day with added coverage in music papers. Music stores displayed window cards, contests used ahead on two radio stations and card posted on bulletin board of famed Eastman School of Music. "LET'S HEAR FROM YOU" Replica Fort Street Bally Sells "Allegheny" for Stearn Effective was the street bally conceived by Harry D. Stearn and his assistant, Al Polk, for the opening of "Allegheny Uprising," at the Strand in Lexington, Ky., in the form of replica of fort which was planted atop truck and driven about town. Standing inside the fort were boys dressed as a frontiersman, English officer, drummer, Indian and girl dressed as a pioneer woman of the period depicted in the picture. All costumes were authentic and the truck appropriately bannered attracted considerable attention as it wended its way. Regular three-sheet cutout with mounted stills was stationed in lobby two weeks ahead and then moved outside during run, cards were placed in all hotels and school cafeterias and jumbo window cards in choice spots around city. "LET'S HEAR FROM YOU" Notaro's Camera Contest Through tieup effected with local druggist, Pat Notaro, for his one-day stage show "Wake Up and Cheer" at the Columbia, Sharon, Pa., held a candid camera contest, whereby cameras and photographic supplies were awarded to those submitting best photos of girls in the cast. Entry blanks and contest rules were run in paper. Co-op ads were also secured from merchants, each of whom tied title into their merchandise. ^idv er them en Lasl PRISCILl.A LANE in 'BROTHER RAT AND A BABV" Plus Daj! VIVIEN LEIGH • CHARLES LAUGHTON "SIDEWALKS Of LONDON" ''E^i'ClilCi'j&iii111 To*"0"' ^ TRW * campus cut.ups who think alma mater is a blonde . until they try to date her! 5V< an Ofrver LAURBLMKPY 3I>« delusive . tare sew*5 (Above) For opening day announcement of "j Take This Woman," the Michigan, in Detroit stressed the Tracy-Lamarr first-time combination ir the 158 lines on 2 col. Bottom of ad devoted tc sister attraction and March of Time's Vatican short (Below) Art on Bergen, McCarthy and Snerc was used by ad man Ev Callow for Warners' Stan ton, Philadelphia, date on "Charlie McCarthy De tective." Size 80 lines on 2 col.