Motion Picture Herald (Jul-Aug 1943)

52 MOTION PICTURE HERALD August 2 1, I 943 Original Title Reclaimed For 'Daniel Webster9 Matlock's "Action" Campaign Features Ship Launching i Merchants devoted entire windows to the Maritime Commission's Enrollment Campaign which Jack Matlack exploited for "Action In The North Atlantic". The last minute inability of George Raft to appear in person in conjunction with the showing of "Action in the North Atlantic" at J. J. Parker's Broadway theatre, in Portland, Ore-, did not deter Jack Matlack from coming up with a sensational campaign. Jack is publicity director for the J. J. Parker theatres in that city and little setbacks merely serve to give added incentive to his work. Matlack induced Mayor R. E. Riley to proclaim "Merchant Marine Week" and with this for a beginning he proceeded to warm up. A special act was necessary in order to placard 300 downtown lamp-posts with cards urging people to join the Merchant Marine and see the picture. In regular session, the city councfl provided the necessary legislation. For a climax to the campaign, arrangements had been made for George Raft to launch a ship at the Kaiser Yards. Matlack revised this and had a Maritime Mother with several sons in the Service christen the ship and in every photo and news story used, the picture, theatre and playdates received prominent mention. In addition to an unusually large number of regular stories and photos the picture received editorial comment and cartoon treatment in recognition of the Maritime Service. The United States Maritime Service utilized a special booth in the theatre lobby for information and enrollments. Members of the house staff wore caps and badges plugging the picture and a twenty-four sheet was erected in the lobby with a special scroll listing local men who lost their lives in the service, surrounded by scenes from the picture and displaying the Victory Flag awarded to the distributor by the Government. An extra touch of showmanship was added by presenting a stage prologue de picting a lifeboat with sails fluttering and flag flying while a local singer rendered "Song of the Victory Fleet." Ten newsreel shots of Portland ship launchings were spliced to the end of the feature, which made a big impression on audiences. Full page ads and other co-ops were common in the newspapers and full window displays were obtained from many merchants. A special program at the local Victory Center was dedicated to the Service, leading to further publicity breaks. In addition to the usual advertising means the theatre employees, 50 six-sheets and 100 window cards were utilized. Several local merchants contributed their radio time to the Service and the Maritime Union sent letters to its membership urging them to see the picture. Gillespie's Teaser Ad Sells "Burlesque" In advance of "Lady of Burlesque" at the Elgin, in Ottawa, Steve McManus ran advance teaser ads reading: "My! My! Burlesk at the Elgin." In addition, he distributed tinted visiting cards carrying the same copy at hotels and restaurants. Steve also tied up with radio, beside his usual spot announcements and went for 30 additional spots, using the records provided by United Artists. Taylor's Institutional Ad With folks thinking of vacations, Charles B. Taylor of the Shea Theatres, in Buffalo, recently ran an ad in the local papers stressing the "vacation at home" angle. Featured in the ad were institutional plugs for the theatre with the suggestion that folks patronize the Shea houses during the summer months. To exploit the reissue of "All That Money Can Buy", W. R. Frank changed the title of the picture back to the original book form of "The Devil And Daniel Webster". Frank was convinced that there was sufficient life in the picture to assure a successful run and accordingly used an extensive campaign in Minneapolis where the picture was dated at the World theatre. An entire new trailer was prepared under the new title which contained a personal endorsement from the management. This was run for three weeks in advance of the playdates. A 40 x 60 display, augmented by four wall panels, filled with stills, was used in the lobby. Several 40 x 80 painted signs were spotted at important locations about town in advance and were sniped for current use. Twelve 24-sheets were posted at prominent downtown locations. Local Reviews Scored A series of sensational ads was used three days in advance and on opening day 500 lines were devoted to the showing. The picture received art and story breaks in the newspaper and 30-word spot announcements were used on the radio. Two reviews were secured in the local dailies, one from Ann Lou Tasker of the Times and a Sunday current review from Bob Murphy of the Star-Journal. Comment from the critics was favorable and stated that the picture was "very timely". Extra publicity was garnered by placing an attractive display in one of the downtown windows. Hereafter the feature will be known as "The Devil & Daniel Webster" at all theatres where the picture is reissued. This set piece, displayed in the lobby of the World theatre, Minneapolis, helped exploit "The Devil and Daniel Webster".