Motion Picture Herald (May-Jun 1944)

The Selling Approach !0N NEW PRODUCT [The material below reflects press books now in preparation and represents the point of view tf the distributors' exploiteers about the selling points and special merit of these pictures.'] 3 JP IN MABEL'S ROOM (United Artists): 3ased on the stage success bearing the same He, this hilarious farce is replete with Tarquee names, since the cast includes Marcrie Reynolds, Dennis O'Keefe, Gail Patrick, v'ischa Auer, Charlotte Greenwood, Lee Bowman and others. Contests can abound dt this one along such angles as an "Able v'abel" slant, tied to a defense plant; the irl who turns in the best production record or the week previous to the opening would D9 designated the "Able Mabel" of the d. ant. In addition to winning a small War 3ond, she and her family would see the pic-ure as guests of the management. The rquiring photographer or radio quiz pro-ams are a natural here, too. Gag questions 'or men would be along the line of "If an :d sweetheart appeared out of your past, 35 happened to Dennis O'Keefe, would you ell your wife about it?" or, for the gals, 'What would you do if you found three men ^jnder your bed, as Gail Patrick does in," (jetc, etc. A search through the local daily pould be conducted to find the prettiest Mabel in town. When she has been selected f-hrough snapshots submitted to the newspaper, rent a room in the local hotel and throw a party for newspaper people "Up jjin Mabel's Room". Register the title via a •.^ocal radio program, newspaper or throw:':iaway a few days ahead of the opening by m offering guest tickets to those who can ^-emember five or more titles of pictures in :TeVhich the word "room" appears, such as •^'Room Service". A newspaper natural would ^pe to organize a "Society for the Prevention V(pf Cruelty to Mothers-in-law". The search .".for the ideal mother could be conducted trough a poll in the local newspaper or a Milballot-box set up in the lobby a few weeks ahead of opening. Presentation of a Bond to the winner would take place on the opening night of the picture. FOUR JILLS IN A JEEP (Twentieth CenturyFox): This one is wide open for spot announcements on the radio, since Kay Francis, Carole Landis, Martha Raye, Mitzi Mayfair, Alice Faye, Betty Grable, Carmen Miranda, George Jessel, Jimmy Dorsey and Dick Haymes, who regularly appear as guest radio stars, are all in the picture. Watch the radio columns of the local papers for the appearances of these players on the air's topnotch shows and arrange for spots, calling attention that any one or more of these stars are coming to your theatre in the picture. Since the preselling campaign got under way months ago with the publication in the SEP of Carole Landis' own story of the adventures of Kay Francis, Martha Raye, Mitzi Mayfair and herself in taking their show to the fighting fronts, contact your territorial distributor and arrange for the bannering of their trucks with copy: "You read it in the Post; now see it on the screen," etc. Make enlargements of the Post pages (issues December I 8 through January 15) for lobby, newsstand and window display purposes. Five of the topflight tunes, "How Many Times Do I Have To Tell You?", "It's the Old Army Game", "How Blue the Night", "You Send Me", "Crazy Me" and "Ohio", are being published by Robbins Music Company, 799 Seventh Avenue, New York City. The debut of Dick Haymes in the picture is an important event. Let his fans know he will be on your screen. Record stores are a key point for tieups on the favored singing star, window and counter displays are in order, in addition to credits on local juke boxes featuring his recordings. Spud Peeling Contest Used For "Private Hargrove" Approaching McCrory's five and dime, located on one of the busiest corners of Baltimore, Gertrude Bunchez promoted them for a ■window to hold a spud guessing contest in connection with the opening of "Private Haritgrove" at the Century. A lad dressed in G.I. . dungarees peeled potatoes in the window, guest tickets going to those correctly guessing how many he would peel within a designated period. "Buffalo Bill" Relics Displayed at Macy's [h Through a tieup made between Twentieth r[:Century-Fox and Macy's Department Store, ^.Broncho Charlie Miller, oldest living friend ^;and associate of "Buffalo Bill" Cody, will supervise an exhibit of rare western relics in the ^children's section of Macy's. The exhibition r E memorabilia of the old West will remain on MANAGERS' ROUND TABLE, MAY 6, 1944 display during the current engagement of the picture, "Buffalo Bill," at the Roxy theatre, New York. Twice daily, Broncho Charlie Miller, who is 94 years old, will address adults and children, relating anecdotes and little-known information concerning Buffalo Bill together with his own experiences during early pioneer days. The relics have been loaned through the courtesy of Mary Jester Allen, niece of Buffalo Bill and at present Curator of the Buffalo Bill Museum at Cody, Wyoming. In addition, many well-known New Yorkers, including W. R. Coe of this city, present owner of Buffalo Bill's hunting lodge, have loaned their private collections to be included in the exhibit. Holds "Alexis Smith Week" Harry Black, manager of Famous Players' Capitol theatre, in Penticton, B. C, promoted an "Alexis Smith Week" to exploit consecutive bookings of "The Constant *Nymph" and "Thank Your Lucky Stars." Both films feature the Penticton-born actress. N 0 RAILROADS ran west of the Missouri in 1S49, but the Nation's goods and gold went gallantly and steadily through. The Overland Stage Coaches and the Pony Express kept their perilous schedules. Through those means, Express service sped up America's growth, united her far-flung borders and served our young democracy. Today, nearly a century later, Railway Express is serving America with the same undaunted spirit. Twenty-three thousand express offices are the Trading Posts of 1944. Fast express trains and airplanes follow the stage coach trails. The goods are mostly war materiel now. In peace time they will again encompass every conceivable personal item as well as the products of industry and agriculture. You can help us carry our share of America's war time shipping load and serve you better by doing two simple things: Pack your shipments securely . . . address them clearly. Our century of experience proves that "a shipment started right is half-way there!" 61