Motion Picture Herald (Jul-Aug 1943)

46 MOTION PICTURE HERALD The Selling Approach ON NEW PRODUCT [The material below reflects press books now in preparation and represents the point of view of the distributors' exploiteers about the selling points and special merit of these pictures.] WATCH ON THE RHINE (Warner Bros.): Audiences are probably ripe for the exploitation of a good drama. Betty Davis will therefore provide whatever material is necessary to satisfy the patrons' desire along these lines. Lithos (ad section is not yet available) feature beautiful heads of the star that will make attractive cutouts suitable for lobbies, fronts and marquee flash. The novel from which the picture is_ adapted is being published in a popular priced edition. Tieups and book markers will be appropriate, as will a walking book ballyhoo. A "Watch on the Rhine War Bond Rally" could be tied in with the premiere, especially in those theatres playing the picture during September. The distributor provides an excellent one-shot or five-day quiz contest which will appeal to the Davis fans. Along publicity lines for both radio and newspapers a series of interviews might be arranged for local refugees. A series of clever teaser ads are provided which may be adapted for newspapers, throwaways or display blowups. These teasers are designed to attract women patronage and should prove effective. Betty Davis will also provide the necessary contact to secure window displays for clothing, jewelry, cosmetics, etc. HOLY MATRIMONY (Twentieth CenturyFox): Comedy is the keynote in promotional activities for this. Lithos, cutout and animated, will get plenty of attention, and for this purpose the lithographs are excellent. Display ads are novel and attractive, also stressing the comedy theme. Gracie Fields' radio broadcasts (Monday through Friday) on the Blue Network will be a great spot for local announcements where possible. She has also made several recordings for Decca and Liberty for music tieups. Monty Woolley is popular in many spots and he should not be overlooked in the campaign. The title lends itself to the varied matrimonial tieups with clothing, etc., diverse contests pertinent to marriage and may be topped off with a stage wedding, possibly with a soldier or sailor as the groom on opening night of the attraction. Morton Underscores Ads For "Hit The Ice" To insure advance publicity for the engagement of "Hit The Ice", Rita Morton, publicist, and Manager Davis Levin, underscored every display ad the RKO Albee theatre in Providence, R.I., used two weeks ahead of the playdate. A 40x60 with stills from the picture was displayed in the lobby in advance. Stills of Abbott and Costello were mounted and frozen inside of cakes of ice and patrons were invited to guess how long it would take for the ice to melt. Guest tickets were given as prizes to those coming closest to the correct answer. Car cards were used on the entire transportation system in the city and spot announcements were made on the raido in advance and current with playdates. Five leading downtown restaurants used menus with imprinted copy plugging the attraction. Teaser Campaign Launched By Groom for "Mr. Lucky" Starting four weeks in advance of his opening of "Mr. Lucky" at Loew's State, in Memphis, Tenn., Arthur Groom launched a teaser campaign in the local dailies. Seven inch ads appeared each Sunday for four weeks, seven inch ads twice a week for four weeks, up to opening day. An entire window display was devoted to fashions with stills of Laraine Day and hotel cards were distributed reading : "While you were out 'Mr. Lucky' called. The following message was left, call" etc. This was followed by the theatre's number. Through a tieup with one of the leading chain druggists, a "Mr. Lucky" sundae was featured, the stores each using large cards with special frames with pictures of Carey Grant were planted out front. The girls behind the counters plugged the special sundae and passes were given to the girl who sold the most specials. Imprinted paper napkins were used, window cards placed in advantageous locations and station WHBQ broadcast 13 one-minute announcements two days in advance and on opening day. For "Coney Island" Groom mailed from that resort 500 poscards to leading clubs, etc., a special still board of Betty Grable was planted in the lobby a week in advance, orchestras played hit tunes from the picture and numerous window displays were promoted. Laby Lands Story in General Electric News For his date on "Desert Victory" at the Palace theatre, in Pittsfield, Mass., George Laby landed a story on the second page of the General Electric Company's house organ, which is issued weekly by the largest war plant in the city where three-fourths of the city's population is employed. In addition, 150 posters were placed in the rest rooms and strategic sections of the plant and the play-dates were mentioned over their loud speaker system. The outcome of all this was a "G. E." night, which was held during the run. August 28, I 943 Effective Street Ballyhoo Helps Sell "Du Barry" for Teschner Ted Tesclmer's effective street ballyhoo in advance of "Du Barry" at Loew's Valentine, in Toledo. Numerous cooperative ads highlighted Ted Teschner's campaign for "Du Barry Was a Lady" at Loew's Valentine, in Toledo; in addition, teaser ads were run three consecutive days in advance of playdates and a large display of the Esquire Calendar Girls was a stopper in the lobby. Several days in advance, a beautifully costumed model rode in a horse and carriage with footman and driver in tails and top hat; appropriate tiein banner was used on the back of the vehicle. The carriage would stop at different corners and "Miss Du Barry" would distribute miniature Vargo composite girl photos; 1,000 of these were also placed on all drug store news counters, newsstands and in other stores handling magazines. Vaughn O'Neill, manager of Loew's State theatre, Syracuse, N. Y., tied up with local nut shop for this attractive ballyhoo to plug "Hi Diddle Diddle".