Motion Picture Herald (Jul-Aug 1943)

August 28, I 943 MANAGERS' ROUND TABLE 47 Star's Personal Appearance Tied to "Destroyer" Premiere Photo by Joseph Marcello Marguerite Chapman greets Navy Mothers at the world premiere of "Destroyer" at the Strand theatre in Providence, R. I. "Destroyer" had its world premiere at the Strand theatre, Providence, R. I,, and was highlighted by the personal appearance of the star, Marguerite Chapman, and the Mayor's proclamation of "Navy Mothers' Day." The entire city and surrounding territory was made "Destroyer" conscious, with war plants in the area carrying placards announcing the opening of the picture and the personal appearance. Phil Read, manager, opened the festivities with a parade of Navy and Coast Guard men and volunteer organizations through the streets of the city, headed by the Navy band from nearby Brown University. In addition to the service men and volunteer organizations, over 200 Navy Mothers, to whom the premiere was dedicated, marched in the parade. The climax to the rally occurred at the Providence City Hall, with the massing of the colors, where Miss Chapman pinned gold stars on five Navy Mothers whose sons had lost their lives in combat. This also served as a focal point for a war rally and WAVE recruiting drive, of which Miss Chapman was named honorary recruiter. Full Page Ad for "Army" For the premiere of "This Is The Army" in Portland, Ore., the Paramount theatre promoted a full page display ad in the Sunday Oregonian from a local merchant. Lobby display stressing Autumn Hits is being used by Lester Pollock at Loew's theatre, in Rochester, N. Y. Press Seeks Relatives of "Tennessee Johnson" An effective tieup with the Evansville Press was arranged by Jim Carey in connection with his date on "Tennessee Johnson" at the Loew Majestic theatre, in Evansville, Ind. An article was run in the paper seeking relatives of Pres. Andrew Johnson to be honored at a theatre party and dinner. The idea was also announced on the movie guide program at noon for a week in advance of play-dates. Bookmarks were placed in all local libraries with a display, books on Jackson flanking a one-sheet sized card announcing the picture's opening. Invitation cards were distributed to all Johnsons registering at the hotels during the run. Dillenbeck Specializes In Teaser Gag Heralds D. M. Dillenbeck, at the Rialto theatre, in Bushnell, 111., sells practically each of his shows with teaser heralds. For his date on "The Meanest Man in the World," he distributed tinted throwaways with a cut of Benny and Lane and a thumbnail of a jangling alarm clock at the top. The copy read : "Set your alarm for 'The Meanest Man in the World', because it will surely ring the bell." On "White Savage," the herald showed an attractive girl talking on the telephone, copy here reading: "I'd be delighted to see that swell picture that's showing at," etc., etc. While a third one depicted two girls whispering together, here reading: "It isn't gossip, it's a fact, the Rialto has arranged a special double feature program of," etc. Radio Tie-Up Highlights "Air Force" for Austin Frank Austin really "went to town" to sell "Air Force" at the Fairmont theatre, Fairmont, W. Va. He promoted a deal with the local radio station which netted the picture three free transcriptions and eight announcements. All ads for two weeks in advance were underlined to build up an opening. In the lobby Frank used a special streamer and several displays three weeks in advance. 3,500 bags were rubber stamped in local stores. Handbills were passed out to children leaving school, and Frank used 3,000 exchange heralds which were distributed house-to-house. Tie-up for plugs were arranged with local nite-spots. On top of the marquee he used huge cut-out letters with the title of the feature. Bill Babcock, a local radio commentator, recommended to his audience that they catch the picture at the Fairmont theatre. Concert by WAC Band Opens "This Is The Army" A concert by the WAC band from Fort Des Moines and a display of army vehicles preceded the premiere showing of "This Is the Army," at the RKO Orpheum, in Des Moines, Iowa. All seats were reserved before the opening. The premiere was sponsored by the Des Moines Ad Club and the entire receipts of the premiere and net proceeds of the regular run of the show went to Army Emergency Relief. Interboro Managers Prepare For Fall Activities Lou Preston, supervisor for the Interboro Circuit's Bay Ridge houses, in Brooklyn, reports that a special meeting was held of the managers in his district to set up a routine of activity designed to stimulate business for the new fall season. Each theatre manager is charged with the responsibility of checking his individual bookings and the success of planning leads to better booking combinations. Each man was advised to confer regularly with the booking department, so that the particular needs of each theatre may have the benefit of his experience. To recapture kiddie patronage, quiz contests will be used with War Stamps and prizes awarded to winners. Children will be selected from the audience to compete in the quiz and the questions will be obtained largely from school teachers. Model aeroplane contests with $25 War Bonds offered as prizes will be used wherever possible, with merchant cooperation or sponsorship. Kids Organize to Sell Stamps Managers will organize squads of children to assist in selling War Bonds and Stamps with Prizes offered to the squad obtaining the greatest amount of sales. Special musical contests on the stage will be featured by drawing children from the audience for auditions. Cartoon books, which have in previous years been very effective and desirable to the kiddies, will be given away at Saturday matinee performances. The value of this device has been exceptionally good, as each child receives something which he can take home with him. Special merchant tieups will be arranged, whereby toys and merchandise will also be awarded to the children. All programs will be strengthened by judicial use of short subjects and special attractions. Theatres not using serials or westerns on weekends will use cartoon shows. All advertising will stress the institutional features of the theatre. Effective Lobby Displays Constructed by Olsen George Olsen at the Madera theatre, in Madera, Cal., goes in for attractive lobby displays. On "Journey for Margaret," the display was entirely handpainted with the exception of the little girl in the center, which was a cutout from a six-sheet. The idea was to depict a bombed city on fire, with the girl standing in the midst of the devastation. Red spots on the display and between the burning buildings added atmosphere. For "At the Front," Olsen mounted a sixsheet on a pure white background. The Marines on the wings were cutouts from three-sheets from another picture and worked out splendidly. YOU'LL SELL MORE BONDS IF YOU PLUG THEM WITH FILMACK TRAILERS 1327 SO. WABASH AVE. CHICAGO "Bond Copy Cheerfully Furnished"