Motion Picture Herald (May-Jun 1944)

Russian Relief Program Held On "North Star" In connection with the opening of "North Star" at the Fabian Ritz theatre, in Staten 'sland, Edgar Goth tied in the Russian War Relief and at the same time cooperated in a war activity by aiding the campaign to obtain lousehold kits for destitute Russians in stricken areas retaken by the Nazis. Among the highlights of Goth's promotions .vas the cooperation of a local merchant who sponsored the entire cost of a three-column by eight and a half inch ad devoted entirely to the special show, which was held opening night of the film. A large set-piece was planted in the window of a store on the main stem, promoted heralds were distfibuted through the (War Relief mailing list, house-to-house and in stores, and Goth further promoted Russian talent for the stage show to augment the screening opening. The entire staff of usherettes were dressed in peasant costumes for the occasion, the lobby display consisted of Russian banners and war photos, and special newspaper stories and publicity were landed. Jap Souvenirs Used for Lobby Display on "Tarawa" Date Reynold Wallach at the Strand, Cumberland, Md., ahead of his date on "With the Marines at Tarawa" discovered that a local resident had received numerous Japanese souvenirs taken by her son at Tarawa, he promoted the use of them for an eye-arresting lobby display. The items were displayed in advance and during the run of the picture and broke in the local papers with story and art. In addition, when one of his patrons remarked that he had recognized his son in the picture, Wallach immediately hopped on it and again broke the newspapers with a story. Quiz Broadcast Conducted In Theatre by Daley "Did I Say That?," Alka-Seltzer quiz show, heard locally on CFRB five nights weekly, in Toronto, gave its entire period recently to questions and answers on "The Shining Future," the i Canadian Motion Picture War Services Victory I Loan film, made recently by Warners. The program was staged in the lobby of the Famous Players Imperial theatre there, with members of the audience, who had just seen the picture, participating. Tom Daley, theatre manager, set the show with the producer, Ken Soblee of Metropolitan Broadcasting. Harvey Dobbs acted as master of ceremonies for the session. I Local Boy Angle Used On "Memphis Belle" Since Major Morgan is a local man, Frank LaBar, Jr., for his date on "Memphis Belle" at the Imperial theatre, in Asheville, N. C, capitalized on this angle with newspaper breaks, etc. Two days prior to the opening, the picture was screened for Major Morgan and his family, inserts and one-sheets were displayed in all hotels and uptown windows two weeks ahead and war plants were also covered. When the oicture opened its regular run, all employees of the two plants were admitted at special reduced rates. MANAGERS' ROUND TABLE, MAY 6, 1944 Brien Holds Community Sing One of the highlights of Lige Brien's campaign on "As Thousands Cheer" at the Warner Enright, in Pittsburgh, was a community sing, which was advertised in the local paper. Johnny Mitchell, the theatre organist, played hit tunes from the picture. Imprinted paper bags were promoted, numerous window displays landed, and to catch stragglers, Brien used two streamer surgees out front on the playing days. Allan Opens New Serial To start off his new serial "The Masked Marvel" at the Oakwood theatre, in Toronto, Al Easson distributed 7,000 application cards to schools in his district, membership cards being issued at the theatre. A three-sheet panel was made up for the front together with a onesheet hand-lettered card. Theatre Promotes War Work Contest When Bud Silverman and Reeves Espy recently took over the Majestic theatre, in Santa Monica, Cal., they promoted Gladys Escabedo, who had been cashier for the past seven years, to the post of manager. One of the first campaigns put over by Miss Escabedo was a contest to discover the city's champion war effort woman. This was done as a means of introducing the new owners to the neighborhood. A $50 War Bond was awarded to the winner and the rules of the contest were simply that readers were asked to write a 50-word letter extolling some woman's activities in war work. War Savings Stamps and guest tickets were awarded to the runnersup. Silverman reports an avalanche of contestants. The cooperating newspaper ran stories and art work on the contest. Known to hundreds of thousands of Chicagoans as the "Town Tattler," rotund Nate Gross was the first consistently successful columnist of his ilk in Chicago. For many years a daily feature in the Chicago Herald -American, his column is one of many reasons why this newspaper leads the nation in amusement advertising. HERALD-AMERICAN EVENING and SUNDAY Nationally Represented by HEARST ADVERTISING SERVICE 63