Motion Picture Herald (Jul-Aug 1940)

42 SHOWMEN'S IP* /DRflCiLM / — i N / SONMOIV/ VA UP <// YOUR TROUBLES P 4 tr Gk^nD H THEATRE ■ SOM-MON THATS r^" .RIGHT 1 Woo RE l^T LfVOUR 1 ;]TROuei-£S 1 GLENM FRANKE=> Another incident in the tumultuous c here by his creator, Glenn Franke of MOTION PICTURE HERALD LOBBY LAFFS of the fabulous Marquee Mike, as depicted <eviot, Ohio. Star Impersonators Meet On Bridge for "Bridge" A stunt designed to arouse curiosity was that arranged by M. R. Berman, manager of the Orpheum, in Springfield, 111., for "Waterloo Bridge," by means of a personal notice run opening day on page two of local newspapers. Copy read : "Dear Roy, I will be at Waterloo Bridge, our bridge on South Sixth Street, this afternoon at 2.30. Must see you there at that time. Do not fail me. I am desperate. This is my last request. Your own, Myra." At the appointed time, folks who had gathered witnessed the happy meeting of Berman's chief of service and a girl employee, dressed to impersonate Robert Taylor and Vivien Leigh, the Roy and Myra of the film. Waiting newspaper photographers took pictures of the "reconciliation" which were used together with stories the following day. Berman also arranged for a petition to be drawn up addressed to the Mayor and city's commissioners asking that the name of South Street Bridge be changed to Waterloo Bridge. Signs were placed on the bridge reading : "Why shouldn't this bridge be renamed Waterloo Bridge'." Contest angle was brought in with tickets going to those submitting best answers to the question : "Which gave you the greater thrill, Vivien Leigh and Clark Gable in 'Gone With the Wind,' or Miss Leigh and Robert Taylor in 'Waterloo Bridge' ?" Another feature of the campaign was arranged in cooperation with leading paper, whereby its popular cooking school was held at the theatre one morning during engagement, with autographed photos of the stars distributed to everyone attending. "LET'S HEAR FROM YOU" Baby Carriage Street Stunt Ties Traffic for "My Way" Since Hamilton, Ont., is a Saturday town when the downtown streets are packed with shoppers, the date on "If I Had My Way" at the FPC Palace, was brought to public notice with a baby carriage stunt conceived by Manager Stroud and assistant, Bert Brown. Bannered, the go-cart was turned loose under the direction of a "typical husband" who kept dropping his week-end purchases all over the streets and tying up all movement while he collected his shopping. As the crowds gazed at the troubled parent, they also had time enough to study the carriage with the theatre credits. July 13, 1940 Unique Tire Tiein Used for "Russell" Since the picture opened the following day, Ted Kirkmeyer secured a lot of smart advertising for "Lillian Russell" at the Egyptian, in Ogden, Utah, by offering free admissions at the Saturday matinee to youngsters bringing old auto tires lettered with the attraction and theatre. The offer widely publicized in the papers and over the radio, brought juveniles in sufficient number to form a line some 300 feet long at the boxoffice. Additional laughs were secured by the fact that many of the youngsters were smaller than their "admission tickets." In order to insure large lettering on the tires, Kirkmeyer had a signman on hand to revamp the amateur jobs of the children so that the title would stand out. The painting went on all afternoon out front to the accompaniment of a constant crowd of bystanders. Admission costs were secured by the Round Tabler on a tiein with the city's largest dealer who paid 10 cents for each tire. Heaped out front and bannered for further attention, the tires later were turned over by the dealer to the yacht club for docking purposes during the annual regatta starting on the opening day of the date. In appreciation, the club announced the picture over their public address system. The campaign covering a number of other effective tieins, was climaxed on the Saturday night ahead with a Lillian Russell Costume Ball at the city's amusement park. Publicized heavily a week in advance, the event drew capacity crowds to vie for the prizes promoted by the theatreman. These were given for the best Russell costume, to the 15 winners in the Russell waltz contest, and many others for door prizes. The ballroom was extensively decorated with picture banners and posters and all attending received autographed photos of the stars. "LET'S HEAR FROM YOU" Barcroft Promotes Orchids On "Brother Orchid" Tiein Much was made locally of the florist tieup arranged by Johnny Barcroft for date on "Brother Orchid" at the RKO Palace, Columbus, Ohio, whereby blooms were distributed opening day, stunt being highlighted by girl cashier who visited city hall and pinned an "orchid" in Mayor Green's lapel which was good for stories and art in local dailies. Flowers were also pinned on state, and city officials in addition to critics opening day. Cafes featured a "Brother Orchid" cocktail, life size cutouts of Robinson were planted in front of house during run and announcements were made over the public address system at the Midget Auto Races before an estimated crowd of 40,000. For "Torrid Zone," a cutout of Ann Sheridan, weather proofed, was frozen inside of block of ice and put on display in front; street bally consisted of man attired as Santa with back copy reading: "There's only one thing that would get me to come to Columbus from the North Pole, and that's Ann Sheridan in," etc., etc., and autographed pictures of the star were distributed to matinee audiences over the weekend in an Auto-Lite tieup.