Motion Picture Herald (Sep-Oct 1943)

^6 MOTION PICTURE H ERALD September 4, 1943 Publicity Breaks For Roy Rogers In Milwaukee Russell A. Bovhn, manager, Loew's Ohio theatre, Columbus, made excellent use of these huge cutouts. They were displayed around the theatre for two weeks in advance of playdate and on opening day were paraded around town, attracting attention. Radio Aids Scott on "Moon Is Down" For his opening on "Moon Is Down" at Loew's Broad, in Columbus, Ohio, H. N. Scott used an extra lobby display of a 30 by 40 set piece announcing the dates of the attraction two weeks in advance of the opening. The Nazi angle was kept out of the displays as much as possible, with concentration on Steinbeck. Stories were used in the newspapers three weeks ahead and photos were used by the local ad agency handling promotional advertising on War Bond drives. Radio coverage was obtained on numerous broadcasts and matinee programs which have exceptionally large audiences. Two leading department stores came through with "Moon" book displays and the Scandinavian Club of Columbus was tied in on the picture. Most Typical Serviceman Selected for "Stage Door" Tie-ups, attractive window displays and advance newspaper publicity were among the highlights of the exploitation campaign put on by Al • Reh of the Mastbaum theatre, Philadelphia, for "Stage Door Canteen." Reh got splendid results from the Food Fair Stores with a free half-page ad in their weekly news circular which was distributed by messengers to more than 250,000 homes. In addition he also cashed in on their radio program for plugs. A Record Shop got out an ad in local papers and distributed 5,000 circulars; for any person bringing in 25 old records guest tickets were offered. Plenty of newspaper space was garnered through the adoption of the picture by the 40-8 and a stunt arranged with the local Stage Door Canteen. A contest was held to select the "Most Typical Service Man." The three winners, a soldier, sailor and marine, were givc-n the honor of escorting "Miss Philadelphia Stage Door Canteen" to the opening of the picture. Stunt got wide circulation through 17 x 21 posters placed in the 76 military posts throughout this territory. More than 15.1)00 mimeographed circulars, plug ging the late shows on "Stage Door Canteen" were posted in 362 surrounding war plants. Thornhill Inaugurates "Plain People's Party" Reported as being highly successful was the "Plain People's Party" arranged recently by Dale Thornhill at the Uptown theatre, in Iola, Kansas, which he advertised by saying "no highbrows admitted." All employees were dressed in overalls, slacks or ordinary clothes for a week in advance and each wore round discs with copy selling the special show. The feature booked for the occasion was "The Great Gildersleeve" and "Margin for Error." A special trailer was made up with the following copy : "Hang up your hoe. Put your rake and spade in the shed. Let your victory garden grow while you join the crowds headin' for this theatre for the 'Plain People's Party'," etc. A special lobby board was made up for the show and small invitations were printed up for distribution in advance. Mock Air Raid Held For "Bombardier" A mock air raid was staged for the opening of "Bombardier" at the Savar theatre, Camden, N. J., by Art Smith. The Army Recruiting Service and the Civil Air Patrol co-operating in the stunt, six bombing planes circled the city and dropped 10,000 per bomb cut-outs over the city at high noon, two days in advance. The effect was heightened by special stories appearing the day before in the local newspapers telling readers that the city was to be bombed. Tieing in with the local radio station, WCAM, the "Bombardier" song was played daily, following it with a one-minute plug for Air Corps Cadet recruiting. Listeners w ere told that all applicants for cadets would be admitted free to the theatre. Smith also effected a novel street bally. Two 100-pound bombs were set up in front of the theatre, local recruiting officers cooperating, and passersby were requested to autograph them. Concentrated publicity, combined with 24sheet posting and radio spot announcements, featured Roy Roger's personal appearance at the Wisconsin theatre, in Milwaukee, Wise, in conjunction with the booking of "Song of Texas." Gene Kilburg, city director, handling deluxe houses for the Fox Wisconsin circuit; Ed Hickey, its advertising and publicity head, and Harry Boesel, manager of the theatre, collaborated on the campaign. A week prior to the engagement, sixty 24sheet billboards were strategically placed throughout the city and suburbs. A week in advance, the theatre spotted a huge display of the Life issue which carried a photograph of Roy Rogers on its cover. A special animated trailer made up from the Life break was also run on the serene ; and, during intermission, a record of some of Roy's songs and plugs for his appearance was played over the theatre's public address system. During his part of the show, the theatre organist used a parody of "A Touch of Texas." In addition to spot announcements on radio stations WEMP, WTMJ, and WISN, Roy Rogers appeared on the following programs: Connie Rice's Sports program over WEMP ; Johnny Olson's Rumpus House show on station WTMJ ; the Mary Ann program presented over WISN. Both the Milwaukee Journal and the Sentinel gave exceptionally good coverage, including color stories, interviews, news breaks, and human-interest picture breaks. Mayor Presented with 10-Gallon Hat Other special promotion included a twomile parade staged in honor of the star upon his arrival. More than 80 horse riders participated in the parade and, together with ballyhoo trucks, stagecoaches, motorcycle and mounted police, accompanied him through the downtown streets of the city to City Hall, where Roy presented a ten-gallon hat to Mayor John L. Bohn. Trigger was also included in the festivities, and his hoof print was recorded on the city register, along with Roy Rogers' name. The star was guest at a Civilian Defense Pageant at the Fair Grounds. He gave an informal performance for a group of five hundred orphans at St. Joseph's Orphan Home. He also participated in the sale of bonds and stamps, entertained at the War Veteran's Home, and assisted in the recruiting drive of the Coast Guard Spars. He entertained members of the Air Corps in a hangar at Billy Mitchell Field. On this occasion, a new bombing plane was named in honor of Trigger. Utilizes Fan Photos For Program Dates W. J. Hagadonc, manager of the Rialto theatre; in Cozad, Neb., attracted audience attention to Roy Rogers' "King of the Cowboys" by printing his theatre program on the hack of the four-color fan photo of the Republic star. Two types of these fan photos are available at all Republic branches.