Motion Picture Herald (Mar-Apr 1940)

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r April 6. 1940 MANAGERS' ROUND TABLE 57 WIRES ON LATEST DATES "Primrose Path" Approved By Women for MacEachron Not having seen "Primrose Path" and after reading various reviews and radio commentators' reports, I hesitated advertising it too strongly due to this being big church town. Advertised as the most discussed picture of year and it not being recommended for children. However, after first showing, secured opinion of several ladies for their reaction, which was very favorable; so changed newspaper advertising in form of an apology, stating it was spendid entertainment presenting a new Singer Rogers. Other than newspaper, used regular routing advertising consisting of special heralds, radio, biilposting, etc. Ran trailer during the final days' showing of GWTW. J. R. MacEACHRON, Manager, Paramount, Jackson, Tenn. University Officials Aid Corker on "Rat" Student of the University of Georgia dressed in V. M. I. uniform, along with a co-ed, paraded streets pushing a baby carriage accompanied by appropriate copy, two days in advance and during run of "Brother Rat and a Baby." Contest was sponsored by the local newspaper and leading department store which offered Brother Rat dolls as prizes. A large window display was also given the picture by the store. University officials in charge of gym in which state high school basketball tournaments were being held gave permission for planting banners on all sides, constantly before the eyes of several thousands. MOON CORKER Palace Theatre, City Manager L. & J. Theatres, Athens, Sa. V University Officials Endorse "Abe Lincoln" Used every available avenue of approach in selling "Abe Lincoln." Papers carried large photo, breaks weekend in advance. Special mailing list of 20,000 to educators. Screening for board of education resulting in endorsement by principals. Endorsement used in mailing piece. Radiofilm broadcast made in advance on WCAU by well-known commentator. Announcements spotted on all stations in 50/5-ce. Scec'e sc-ee-'-g -zr Jcs Forte Newton, famous Lincoln authority and other Lincoln lovers. Screening attended by press with Newton addressing the group resulting in newspaper breaks. Libraries, women's clubs and others cooperated. EVERETT C. CALLOW, Director of Advertising, Warner, Phila. "CYCLOPS" EXHIBIT IX ART MUSEUM For the date of "Dr. Cyclops" at the New York Paramount, an exhibit of stills, studio drawings and sketches from the picture is on display at the Film Library of the Museum of Modern Art. Original drawings by Ernst Schoesdack; studio drawings, completed stills, as well as Kodachromes from the picture, are included in the exhibit. Lincolnia Display Planted In Libraries by Lehman Abe Lincoln in Illinois" campaign tied up with local organization of Patriots and Pioneers Memorial Foundation sponsoring erection of Lincoln statue in Kansas City. Invitational screening for schools, ministers, lawyers. Organization created seven follow-up committees, securing announcements in schools, sermons in churches. Announcements at women's luncheon clubs ard Parent-Teachers followed on telephone. Campaign fieup with book and department stores, counters, window displays, essay contest at Kansas City University, public library display of Lincolnia, original letters, photos, full-page roto sections in Kansas City Star and Journal; doublespace ad campaign in papers; trailers three weeks in advance. LAWRENCE LEHMAN, Manager, Orpheum, Kansas City. V Radio Coverage Secured By Golden for "Pinocchio" "Pinocchio" special trailer three weeks in advance. Cross-plug trailers in four Loop theatres. Roto page of "Pinocchio" characters Sunday before opening. RCA-Victor tieup WTCN with three daily station break announcements, plugs when "Pinocchio" tunes v/ere used. Quality Macaroni tieup daily over KSTP connection. Novelty Doll box-top giveaway. Large ad devoted entirely to "Pinocchio" merchandise at Emporium store also plugging theatre date; lobby display of "Pinocchio" merchandise included in tieup. Twice daily station-break announcements over KSTP. Radio time exchange of framed trailer plugging stations' (both NBC outlets) reatures. Book-store, magazine-stand tieups. 75 Gillette displays; mask giveaways at leading drug stores. Bulletins recommending picture at all public and parochial schools. Study guides for all teachers and principals. Windows of Grant's, Kresge's, Woo' wc-th's 5-d EVe s-ce;. LOU GOLDEN, Manager, RKO Orpheum, St. Paul, Minn. Merchant Tiein Effective In Minneapolis Engagement "Pinocchio" campaign started four weeks in advance with roto layout in Star-Journal and cartoon strip promotion in Tribune. Tieup dairy with Fresh Milk Radio Show. Color photos v/ith theatre credit distributed through retail dealers for every milk cap returned. Also tickets purchased for prizes on best essay on "Pinocchio" and contest plugged over WTCN. Record broadcast daily plugs. Half-page "Pinocchio" merchandise promotions in newspapers. Screening for all newspaper department heads and families. Classified ad "Pinocchio" promotion. Terrific layouts and advance reviews Sunday before opening. Large space art spread Sunday paper in nev/s section, introducing all "Pinocchio" characters. Gillette displays with local tiein cards in drug-store windows in return for lobby space. Four Wormser Hat store windows with cutout "Pinocchio" heads, stills and copy: "It's a feather in your hat when you see 'Pinocchio' and wear a Wormser". Dime store windows; sheet music, record windows. WTCN Blue Network daily station breaks. BILL SEARS, Manager, Orpheum, Minneapolis. School Aid Enlisted By McCoy in Athens On dress parade a company of cadets accompanied by their band from the local high school paraded through the citv streets for about two hours carrying a banner on the picture. The commanding officer halting the unit at intervals, giving the command of right or left face, rest, ease, etc., then spelling forth facts on the story. As the University of Georgia R.O.T.C. unit was holding its annual ball at this time, a special number was promoted and dedicated to the "Dead End" Kids starring in this film. Several window tieups were promoted on Gulliver's Travels, each carrying a great flash on the picture, mentioning the theatre and date. A coloring cartoon contest was also featured by the local newsDacer. P. E. McCOY, Manager, Georgia, Athens. "LET'S HEAR FROM YOU" De Petro's Theatre Anniversary To celebrate his theatre's twentieth anniversary, Round Tabler Phil De Petro at the Jamaica. Jamaica Plain. Mass. arranged for the 60 piece local Angel Guardian Band to parade to his house, performing for a short time on stage. Much was made in the newspapers when Citv Censor Tohn Spencer purchased the 10,00(XOOOth ticket sold. Congratulatory letters received from Mayor Maurice Tobin. City Councillor James Langan and other notables were used for publicit} purposes.