Motion Picture Herald (Jan-Feb 1942)

60 MOTION PICTURE HERALD February 2 1, I 942 BRIEF REPORTS FROM THE FIELD Stanley Schwam of the Jayhawker Theatre, Lawrence, Kansas, used a novel stunt centered around the title in his campaign on "Suspicion." For a street ballyhoo a man was dressed as an old-style detective, with double peaked hat and calabash pipe. He was labeled "I Am Suspicion" and nosed about stores and offices for three days before the opening. V Bradley Suddith of the Ritz Theatre, Memphis, Tenn., used a number of the slang expressions in "Ball of Fire" as copy for a unique herald. Utilizing a film can for another novel stunt, Suddith placed the can in the lobby with a card carrying copy as follows: "This film can contains a Ball of Fire that will be opened on — ." Playdate and credits followed. V A Mickey Rooney-Judy Garland impersonation contest in city and rural schools, dancing schools and among 4-H Clubs highlighted the "Babes on Broadway" campaign executed by Melvin Miller, Fox Grand, Topeka. V An ancient trunk, seemingly brimming with silver dollars, was displayed in a window by Leroy Nichols, Electric, Springfield, Mo., as a feature of his campaign for "Tarzan's Secret Treasure." Thousands of heralds were distributed in front of the window and an armed guard patrolled the scene to "protect" the money. V To bolster morale of old age pensioners required to live on a restricted budget, Arthur P. Desormeaux, owner and operator of the Majestic theatre in Madison, Wis., has been giving 50 passes weekly to his theatre. Desormeaux gives the tickets to Atty. Glenn P. Turner, who distributes them among members of the United Old Age Pension league and the Madison Townsend club. The Capital Times, Madison daily, in one of its weekly open letters recently thanked Desormeaux for "this public service." V As part of his "Parachute Battalion" campaign at the Ritz, in McGehee, Ark., C. B. King posted a large board in front of his theatre with actual army photographs of the U. S. Army parachute troops in action. Display of toy soldiers with parachute troops, bomber and fighter planes completed the atmospheric lobby. V Thousands of cards asking Bedford, Ind., residents to "Vote for Rosalind Russell as Judge of the Entertainment Court" were distributed by C. R. Hughes in advance of the Von Ritz showing of "Design for Scandal." V M-G-M's trade-paper caricature ads were used to excellent advantage in a contest promoting "Shadow of the Thin Man" by Harlan Croy, Roxy, Frankfort, Ind. Croy mounted them in the lobby and offered guest tickets to patrons correctly identifying the different stars and the productions. ANIMAL CRACKERS SELL "TARZAN" Some boxes of ordinary animal crackers colored with showcard paint did a heap of selling for "Tarzan's Secret Treasure" at the Bonham, in Fairbury, Neb., Jimmy Redmond attaching the crackers to cards and distributing them at club meetings and restaurants. Tiein copy on cards read: "Some folks see animals like this on their walls in the mornings. But they are nothing compared to those Tarzan sees in," etc. Ed Muehlemann, manager of Warners' Lindy Theatre, Philadelphia, placed cards on juke boxes plugging tunes from "Kiss the Boys Goodbye." Cards were distributed to each patron reading: "Present This Card and Get a Free Kiss." V M. M. Connor of the Capitol Theatre, Madison, Wis., used a unique horse and buggy ballyhoo for his campaign on "Dumbo." The buggy was bannered with a large sign which read: "I'm not Dumbo — I traded my gas burner for a hay burner. No tire worries for me, I'm going to see 'Dumbo' at the Capitol." V Added color for his campaign on "I Wanted Wings" at the Milwaukee, Milwaukee, Wise, by Manager Edward J. Friedwald, was an actual demonstration of aircraft welding by a local school of aircraft engineering. Students were on hand to show how, using equipment including panels and plane parts, regulators and torches, acetelyne tanks, oxygen tanks, plane fuselage and wing sections. All the larger pieces were placarded with theatre banners. V Since going to Timmons, Ontario from Guelph, Stan Andrews at the Broadway Theatre, who has had great results planting fashion mats in the local dailies has been instrumental in selling the Fashion Editor on the idea of using these mats. Thus far Stan says he has received well over 2,000 free lines in publicity in the short time he has been there. V Gag which sold "Babes on Broadway" for Jimmy Redmond at the Bonham, in Fairbury, Neb., was the distribution of five inch pieces of tinted cardboard cut to resemble a bone. Copy on outside read : "We're making no bones about it" reverse read: "You're sure to have the time of your life when you see," etc. These were distributed and placed at each plate at Chamber of Commerce, Rotary, Lions, Kiwanis, Women's Clubs luncheons, etc., week before opening, the balance were placed on store counters. Circularizing the clergy in his neighborhood ahead of "One Foot in Heaven" at the Paramount, in North Adams, Mass., Francis J. Faille followed the letter up with a personal visit which resulted in excellent plugs from the pulpits. In addition one of the churches gave the picture special mention in their bulletin. V Effective gratis newspaper space was accorded Bill McClain's date on "Tarzan's Secret Treasurer" at the Virginia Theatre, in Carrollton, Ohio. Paper devoted threecolumn cut of the leading characters in addition to story on the production of the film in Hollywood. V For his campaign on "Great American Broadcast" at the Strand, in Florida, Ala., Arthur C. Bowden built two 16-foot radio towers from two by two strips and lathing. These were set 20 feet apart and a banner between carried title, cast and playdates. V Of no mean proportions was the free newspaper space covering scene stills and classified ad contest which was landed by H. T. Rastetter ahead of "They Died With Their Boots On" at the Warner Theatre, in Erie, Pa. A special collection of army and Indian relics of the period was used for display purposes in advance of playdates and for his outside ballyhoo, Rastetter used an old horse and buggy appropriately placarded with two boys in uniform driving up and down main street. V At a total cost of one dollar, Bill Johnson at Smalley's in Dolgeville, N. Y., tied up local baker on "Lady Be Good," for the insertion of slips measuring three by five in all packages leaving store three days ahead of opening. Copy on slip read: "Lady, Be Good to your family, order," etc., followed by box in center with copy "Be good to yourself as well, see," etc. V With little or no advertising available on the old release, "Give Me a Sailor," Lester Kolste at the Van Der Vaart, in Sheboygan, Wis., constructed street bally of simulated sailboat on trailer. Sails carried picture copy, cast and playdates in addition to star cuts. For "This Woman of Mine," Les promoted from local travel bureau various ship models and then sold merchants on window displays of the models together with star stills. V For his lobby display on "The Man Who Came to Dinner" at the Norbury, Ellensville, N. Y., Herbert Berman set up a dinner table with complete service for four. Alongside was planted a 40 by 60 of Monty Wooley and in addition coffee bar was set up with promoted coffee dispensed together with promoted cake. V M-G-M has made available a special 2-color sticker as an added "Joe Smith, American" accessory. Blue on red, with title in white, copv reads "Everyone should see ..."