Motion Picture Herald (Nov-Dec 1942)

December 19, I 942 MANAGERS' ROUND TABLE 57 Selling Points ON THE NEW PRODUCT [The material below reflects press books now in preparation and represents the point of view of the distributors' exploiteers about the selling points and special merit of these pictures.] THE PALM BEACH STORY (Paramount): This is pure comedy and is being sold as such wherever a campaign has been developed. It is a Preston Sturges picture and where his previous attractions have been successful this fact might be played up in advertising and publicity. The title suggests a ballyhoo of three girls carrying parasols (or two girls and a man), each with one word of the title. Anyone who has ever been to Palm Beach can compete in a contest for a "Palm Beach Story" which your newspaper might run. The best ones would be awarded prizes. Lacking enough people who have been to Palm Beach, the contest can be for the best vacation stories. A tieup might be made with a night club for a Palm Beach week in advance of the picture. There is a series of one-column cartoons available which can be used for teaser ads. They're clever little gags, each one showing an odd situation, and one character says: "Have you heard the Palm Beach story?" There's a post card suggestion which is appropriate; on one side there's an illustration of Rudy Vallee and Claudette Colbert with a catchline and on the other some teaser copy. One of the scenes in the picture shows Claudette Colbert with a makeshift ensemble made out of a pajama top and a Pullman blanket. Stores carrying yard-goods can be tied up to plug their material with a still of this scene to hang it on. There's a clever novelty suggestion which ties up with another scene in the picture. A marriage license issued to Claudette Colbert and Joel McCrea has the words "Cancelled — but that's the Palm Beach story" written across the face. There's room for a playdate, too. A beauty shop tieup can be made with line "Let your face tell the Palm Beach story". Rudy Vallee is on the air each Thursday night sponsored by Sealtest. Tieups can be made with local distributors of Sealtest products and efforts should be made to obtain spot announcements on the air just ahead of or after the Vallee program. A radio program in which situations are given and listeners are asked to name the picture is a practical bit of exploitation. Of course, the pictures should be all Claudette Colbert's. Similarly, there is a suggested contest with stills from previous Preston Sturges pictures to be identified. It happens that in previous pictures Claudette Colbert has run out on her men as she does in "Palm Beach Story". Therefore, a contest seeking the correct identification of the men Claudette Colbert has left in other pictures would be appropriate. The titles of the pictures must also be given. Art for this contest is available in mat form. JOURNEY FOR MARGARET (Metro-Goldwyn-Mayer): This picture is adapted from the book by William L. White, which was published a year ago, synopsized in the 'Reader's Digest' and 'Life'. Tieups may be made locally with stores, libraries, newsstands and regional magazine distributors. A journey might be promoted for a local Margaret (not necessarily bearing that name, but a child who wins a contest of some kind). Postcards plugging the picture might be sent from a nearby city or New York, signed "Margaret", plugging the picture. All girls named Margaret might be admitted free during the run of the picture. As a variant of this, names beginning with Margaret might be scattered through the classified ads and guest tickets offered to those finding their names and establishing identification. Have a young lady or a child follow an itinerary publicized in the newspapers and give a prize to anyone identifying her as Margaret during her journey. Copy for a handbill is suggested in the press book, with the illustration showing a couple wearing gas masks and a headline: "What well-dressed Americans might wear in the future". Another illustrates children bathing in portable tubs in the kitchen and has some copy tieing up with the picture. There is a cooperative ad suggestion using a twist on the title: "If Margaret took a journey through Blanktown, she'd find the biggest values in these stores". A contest for the local child who looks most like Margaret could be rewarded with a "Journey for Margaret" or its equivalent. Tieup stills showing various types of merchandise are available for planting with merchants. USO Community Sing Plugs "Me and My Gal" Tunes Through a tieup effected with the local USO Centre, Joe Boyle at the Broadway, in Norwich, Conn., arranged that hit tunes from "For Me and My Gal" be featured at a community sing. In addition the USO permitted Joe to post stills showing Judy Garland, Murphy and Kelly in uniform. Since the local policemen's ball was held the night before the opening of the picture, Boyle provided the orchestra with selections which were played with the leader plugging the picture and theatre. For the opening matinee, song sheets were promoted from local music store and distributed to the audience with the request that they sing along with the principals. Mass Stage Induction For "Flying Tigers" Charles Bierbauer, manager of Wilmer & Vincent's Colonial theatre, Allentown, Pa., staged a mass induction of aviation cadets in connection with the opening of "Flying Tigers." From the stage of the theatre, 20 newly enlisted cadets were inducted by Lieutenant Leslie Geisinger. Highlight of the ceremonies was the appearance of Wilfred Seiple, formerly of nearby Easton, Pa., who was a Flying Tiger and came home from China to enlist in the Army Air Corps. The stunt made for generous picture and story coverage in the local newspapers. "Secret Code" Heralds Issued by Hamilton For "Secret Code," Jack Hamilton, at the Apex theatre, in Washington, distributed the herald on the code and to the first twenty-five kids who solved the code, a pass to see the opening chapter was given. Also two weeks in advance, Jack give out Secret Code Club Membership cards and to those having a perfect attendance for the first fourteen chapters, free admission will be given for the last one, along with prizes consisting of War Stamps. As an extra attraction on the opening day, 100 "Secret Code" digest books were given. Rodis' Programs Prove Novel Novelty programs seem to prove successful for Ted Rodis, at the Laurelton theatre, in Laurelton, L. I. One of which sent recently printed on wall paper for "Remember Pearl Harbor," carried copy "They say even the walls have ears. So we tore our wall paper off to tell you about," etc. For Thanksgiving, Rodis ran a cut on the front cover of his program showing the entire staff. Copy here read: "We wish you a very happy Thanksgiving and a Godspeed Victory for Our Country." It was signed by Rodis and the staff. "Share a Ride Campaign" Recently instituted by Chris Chamales at the Roxy theatre, in Delphi, Ind., was a gas conservation campaign which he featured in each of his ads. Copy to this effect was run : "Share a ride Campaign to the Show. Give your neighbor a lift; next week he will do the same good turn for you." Stodel Promotes Contest For "Hold Back the Dawn" To help exploit "Hold Back the Dawn" at the Coliseum theatre, in Capetown, South Africa, Jack Stodel promoted a local jeweler for two rings to be awarded in connection with a contest. Ballot cards carrying a thumb nail cut of Boyer and De Havilland were distributed and contestants were invited to list the correct titles of previous pictures in which Boyer had appeared. Six scenes from these pictures were screened at the theatre during a specified week. Consolation prizes of cash and guest tickets were given to runnersup.