Motion Picture Herald (Jul-Aug 1943)

August 21, 1943 MANAGERS' ROUND TABLE 55 Longo Plants Editorials On "Stage Door Canteen" Joe Longo, advertising director for Loew's State and Orpheum theatres, in Boston, successfully landed three editorials in conjunction with the showing of "Stage Door Canteen." In addition, the picture drew excellent comment in Eliot Norton's column which appears daily on the theatrical page. Norton devoted the entire column to Katharine Cornell's appearance. Art and stories appeared on the beauty pages with the current run of the picture. A radio contest was planted with Station WCOP using tunes from the attraction and asking listeners to write in and win guest tickets to the theatres by guessing the correct titles. Joe used special two-sheets in all subways and had 10,000 heralds distributed a week in advance of the opening. Special window cards were also distributed. By screening the picture in advance for the local critics and putting on a special showing at the Chelsea Naval Hospital, extra publicity breaks resulted. A marquee broadcast was arranged with special recordings of the picture's song hits and three local radio stations featured the music with appropriate plugs for the picture and theatre playdates. A tremendous banner was hung across the street in the heart of the city which included a special plug on War Bonds. Newspaper and Radio Sells "Lady" for Bunchez For "Lady of Burlesque," Gertrude Bunchez, publicity head for Loew's Century, Baltimore, Md., used an extensive newspaper and radio campaign, which proved effective. Two advance stories were planted in the News Post along with art photos. The Morning and Sunday Sun and the Sunday American also used advance art breaks and stories. Additional coverage was secured from the Jewish Times, Catholic Review, and the Go Magazine. A two column cartoon feature broke in the Home News, which A huge panoramic front covers the entire facade of the Rivoli theatre, New York, where "For Whom the Bell Tolls" recently had its world premiere showing. has a tremendous circulation in the city. Station WCAO supplied transcriptions four days in advance. Station WITH contributed several plugs in conjunction with a regular 30 minute feature for six days in advance. Prominent department stores used displays, and cards were distributed in hotels and apartments. Bernstein Gives Horseshoes As a gag teaser ahead of "Mr. Lucky" at the Majestic theatre, in Hornell, N. Y., Harry Bernstein distributed small two by two tinted cards attached to each of which was a small horseshoe. Copy on the card read: "A horseshoe for luck. Are you Lucky? Keep this for luck and be sure to see 'Mr. Lucky.' " Advance Campaign Launches "Wives" in Australia Credit Clem Whiteley, 20th Century-Fox publicity manager in Australia, with a splendid advance publicity and exploitation campaign to launch the showing of "Orchestra Wives" at the Plaza theatre in Sydney, Australia. Whiteley's campaign covered every possible publicity outlet and featured many unique highlights. For three weeks in advance of the opening, a special musical transcription of tunes from the picture was plugged on the air, with full picture credits on all the commercial stations. A special screening was put on for Sydney's leading dance band leaders and music publishing personalities. The most off-the-beaten-track angle of Whiteley's campaigns centered around a radio interview with an Orchestra Wife. The interview was featured by Station 2KY, Hollywood Correspondent, and the interviewee was the wife of the bandleader at Sydney's Trocadero Night Club. Both during the interview, which created a great deal of public interest, and for one week prior to the premiere, the feature was prominently plugged on this station. Patrons of Loew's Valencia theatre, Jamaica, N. Y., purchased $7,900.00 worth of War Bonds and Stamps to honor Teddy Arnow, the theatre's publicity man, who was inducted into the Army, last week. Above photo shows Manager Eddie Douglas of the Valencia; Arnow, Staff Sgt. Schiller Cohen, former Loew employee and holder of the D.F.C., and Eddie Dowden of Oscar Doob's staff. Glase Holds Parade For "Crash Dive" Paul E. Glase, manager of the Embassy, in Reading, Pa., staged a parade for the opening night of "Crash Dive" with the cooperation of the local Navy recruiting office, Red Cross Motor Corps, WAVES, WAACS, Marines, O.C.D. Corps and a Color Guard from the V.F.W. Units marched to the theatre and just before the beginning of the last evening show, marched down the aisle and up front. Recruiting speeches were given by WAAC and WAVE officers and then the salute to the flag was offered by the military units headed by the color guard with audience participation by their rendition of the National Anthem.