Motion Picture Herald (Jul-Aug 1943)

74 MOTION PICTURE HERALD Woman Prominent In U. D. T. RANKS I Houses Range from Downtown to Neighborhoods; Cover Different Runs by ALICE GORHAM Advertising and Publicity Director United Detroit Theatres A "Show-woman" who came to a community a perfect stranger and eight months later was part and parcel of its every activity .. . with representation in every phase of civic life . . . that's the record of Eleanor Stanton, one of United Detroit Theatre's enterprising lady managers who presides over the Bloomfield theatre in Birmingham, Michigan. In order to create goodwill in the community her theatre serves, Miss Stanton moved from Detroit to Birmingham. As a public relations service to her patrons she instituted a newsreel service for mothers, fathers, sisters and sweethearts of boys in overseas service. A file of the boys' whereabouts is kept in the theatre office and when newsreels are shown pertaining to a particular area in which the service man is located, Miss Stanton contacts the interested party or parties and advises them when the newsreel will be shown at, her theatre. Frequently a loved one far away from home has been seen in such a newsreel. To maintain a sustained interest in her theatre Miss Stanton posts coming attraction displays in her lobby, i.e. listing many attractions as on the way. She has found this policy not only sustains interest but builds up the pictures to be shown even far into the future. Active in Women's Clubs In the interest of Uncle Sam she has installed War Stamp Saleswomen in the lobby of the Bloomfield theatre. This has not only been a means of disposing of War Stamps for Victory but has built an inestimable amount of goodwill among the club and civic leaders of Birmingham. To this end Miss Stanton attends meetings of women's clubs and A. W. V. S. teas regularly, has attended Parent Teachers' meetings, school conferences, and on many occasions has shown special subjects to co-operate with school authorities. Miss Stanton conducted a War Bond Sales contest for boys and girls in Birmingham, offering as prizes an official American League Baseball autographed by every member of the Detroit Tigers Ball Club; and a beautiful, handsomely dressed doll, to the boy and girl respectively selling the largest amount of bonds during the month of June. The contest accounted for the sale of $1,387.50 worth of Bonds among the small salesmen competing. Special cartoon shows, showing of special short subjects, for adults as well as children, are a part of Miss Stanton's activity at the Bloomfield. Birmingham is a suburb of Detroit that is mainly peopled by citizens of higher than average intelligence, and the UDT manager realized there was consider SELL WAR BONDS (7, i WIN THESE PRIZES BOYS | GIRLS THIS OFFICIAL AMtfiCAN LWGLK BASEBALL ! AUTOGRAPHED ! BY MEMBERS Of I THE DETROIT TIGERS FREE ! TO THE BOfMJ ! SELES THE M0S1 MAYI4T0JUNEH j JL.J ! SHIS BEALITIfUt I HANDSOMELY I DRESSED DOLL FREE ! TO THE GIRL WHO J SILLS THE MOST WAP, BONDS FROM KWY 14 TO JUNE 14 J DOW LET THE BOYS BEAT YOU ; JOIN THE SCRAP KEEP EM FLYING ! KEEP EM ROLLING! Effective setpiece in the lobby of the Bloomfield theatre, Birmingham, Mich., calls attention to War Bond Sales contest for boys and girls. able interest among these residents in out of the ordinary short subjects and special reels. As a further balance in her job of selling her theatre as a part of the community Miss Stanton has kept a careful eye on all bookings to be sure they are of the variety and type to appeal to the special tastes of her audiences. Every request is carefully considered . . . given prompt attention. In addition to Miss Stanton, the circuit has other women managers including: Mary Turrill at the Madison; Jean Schmidt, Annex; Kay Breihan, Vogue; Lorna Pauls, Varsity; Grace Lubar, Norwest, and Josephine Hormel at the Rosedale. The assistants are: Marjorie Robinson and Judy Lehoy, Michigan ; Dale Young and Connie LeBost, United Artists; Irene Johnson, Palms State ; Betty Rein and Eleanor Santer, Broadway Capitol ; Margaret Bartlow, Madison; Denice Glick and Jean McLean, Fisher ; Patricia Clark, Riviera ; Blanch Lesperance and Ronnie Fraser, Cinderella; Evelyn Harbs, Royal, and Edna Koth, Ramona. Name the Star Contest Aids "Star Spangled Rhythm" In advance of "Star Spangled Rhythm" at Switow's Indiana, in Washington, Ind., A. J. Kalberer planted the Name the Stars contest. Running for a period of days, thumbnail cuts of the forty-seven stars in the picture were featured, and guest tickets and cash prizes were awarded to those correctly listing the stars' names, together with 25-word letter on why readers liked musical movies during wartime. Kal also landed a one-column box on the front page of the local daily, calling attention to the contest. At the conclusion of the stunt, the paper also ran the list of winners. July 24, 1943 "Boots and Saddles" Revival Gets AII-'Round Campaign For her revival showing of Gene Autry's "Boots and Saddles" at the Poli Strand, in Waterbury, Conn., Mollie Stickles tied in with the local News Agency for extensive exploitation on the picture through the Fawcett Publications, publishers of the Autry Comic books. A variety of smash posters, streamers and displays on all newsstands and magazine racks throughout the city was had, delivery trucks were bannered and a couple of lads in cowboy apparel paraded the streets with appropriate placards. In connection with her date of "Corregidor," Mollie posted SO one-sheets in vacant store windows around the city, 5,000 small envelopes with Bond copy were distributed at factories, etc., and a small corner of the lobby was used for Red Cross demonstration. Gag posters "Attention Enemy Spies" were spotted about the theatre, an Elissa Landi coiffure co-op broke in two local editions of the paper and all newsboys and soda dispensers wore "corregidor" hats. The American Legion Drum Corps paraded to the theatre on opening night, an airbrush portrait in full color of Landi was used in the lobby in advance and special advertising with local papers, featured art layouts a week in advance. Mayor Proclamation Exploits "Stage Door" "Stage Door Canteen" was given an effective exploitation campaign by Harry Greenman, of Loew's Orpheum, Boston. Special screenings were held for radio and movie critics, and also at the Chelsea Naval Hospital, resulting in feature story and art breaks in all newspapers. Through the cooperation of Mayor Francis J. Tobin, who issued a proclamation urging everyone to see "Stage Door Canteen," special cards plugging the picture were posted on all city electric light standards. Special bulletins were issued in cooperation with the American Legion and the 40-8. Three hundred and fifty three-color two sheets were posted in all subway and elevated stations, and 10,000 heralds were distributed throughout the downtown areas a week in advance of the opening. In addition to pennants and banners the front also carried cut-out displays. A sound machine was used to broadcast the hit tunes from the marquee in front of the house. Galligan Sells Harry James Bill Galligan, recently confronted with the problem of selling two features which he considered weak, booked a Harry James short and proceeded to ballyhoo this attraction with excellent results. Bill manages the Commercial theatre, Chicago, and when "Cat People" played there recently, he dressed one of his ushers in a cat costume appropriately bannered for an effective street ballyhoo. Rankin Promotes Full Page Harlan Rankin uses a full page streamer head in the local daily at Chatham, Ont., Can., to advertise his cooling system. Harlan is manager at the Centre theatre "up yonder" and promoted a full page co-op for the showing of "You Were Never Lovelier" for that engagement.