Motion Picture Herald (Jul-Aug 1943)

August 28, 1943 MANAGERS' ROUND TABLE 45 ENTER YOUR WAR LOAN CAMPAIGN FOR WAR SHOWMANSHIP AWARD The September drive of the motion picture theatre in furtherance of the Third War Loan offers special opportunity to make important entry in the competition for the special Quigley Award for War Showmanship. This competition is annual for the duration. The earlier the entries the better — that they may sooner become available to other members and readers of The Round Table for use in this and other campaigns to come. Your skill in wartime showmanship, in advancing the war cause, is needed now as never before, in behalf of your industry and your country. Exceptional performance in . this drive is certain also to get exceptional attention. Send your Third War Loan Campaign to The Round Table. "Speak "Preview Held in Buffalo On 'Hers to Hold' The highlight of the campaign arranged by George H. McKenna, manager, and Gerald Westergren, publicist, for "Hers to Hold," at the New Lafayette theatre, in Buflafo, N. Y., was what they dubbed a "Speak" Preview, and was put on in cooperation with Station WGR. The picture was screened the night before opening direct from one of the exchange screening rooms, with a line from the radio station piped in. One of the announcers on hand for the affair interviewed the guests over the air, asking their opinions on the picture. The guests included girls from the Bell Aircraft Plant, one of which does the same kind of work as Durbin in the film, members of the Women's Army Corps, executives from local department stores, the magazine editor of the Buffalo Evening News, and others. In addition, a radio contest on the same station was featured whereby, with frequent announcements for three days prior to the opening, listeners were invited to write letters of 75 words or less telling why they wanted to see the picture. A pair of guest tickets went to each of the SO best letter writers. Newspaper coverage was abundant, stores came through with effective window displays, hand painted art work was used in the lobby, table tents were used in the leading restaurants, and through a tieup with Postal Telegraph 1,000 miniature blanks carrying appropriate tiein copy were distributed widely. Bicycle Racks Installed By Wall for Patrons Tom Wall, of the Circle theatre, in Brighton, Mass., did not permit the OPA ruling to lick him nor his theatre. He at once installed bicycle racks, offered prizes to the "kids," whether six or 60 years, who rode to the theatre the greatest number of times or in the most novel style. Wall picked out a swell spot in the parking lot for the bicycles, placed guards over them and then also prevailed upon many of the patrons to make the Circle a real "carriage trade" thetre by coming in horse drawn equipages. Weidler's Personal Appearance Snares Publicity for Bunchez Gertrude Bunchez, publicity head for Loew's Century theatre, in Baltimore, lost no time getting valuable publicity through the personal appearance of Virginia Weidler and Marshall Farmer for the feature attraction, "The, Youngest Profession." Art and story breaks came through from every paper in the city. Station WCAO interviewed Virginia for ten minutes with proper credits going to the theatre. Many spot announcements were also secured from local stations before and during the showing of the picture. A press and radio dinner was tendered in Miss Weidler's behalf; she took part in a presentation of a Treasury Department citation to one of the large department stores; received the key to the city from the mayor ; and was interviewed over the air while selling war stamps and bonds in the theatre lobby, giving free autographs to all purchasers. A special display was made in the lobby exhibiting Marshall Farmer's famed autograph collection. Mr. Farmer was also interviewed over station WCAO. "Stage Door Canteen Week" Proclaimed in Glen Falls As part of his campaign on "Stage Door Canteen," Reynold Wallach, manager of the Rialto theatre, in Glen Falls, N. Y., induced the mayor of that city to proclaim "Stage Door Canteen Week" to be observed by all inhabitants and recommended that everyone endeavor to see the picture. The American Legion Post and the women's auxiliary of that body officially adopted the picture. Announcements were made at the Elk's Club and other organizations pertinent to the picture and playdates. The local bus company arranged for extra late buses to operate and ran a special ad with this message so that out-of-towners would be assured of facilities to reach home after the show. Heralds were distributed in office buildings and homes and in outlying towns. Many windows were promoted for attractive displays. A parade was arranged on the opening day of the picture in whicli the mayor, Army, Marine and Red Cross contingents were represented along with several bands.