Motion Picture Herald (Jul-Aug 1944)

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.'] MR. WINKLE GOES TO WAR (Columbia Pictures): Distributor here advises heavy emphasis on the fact that another "Mr." is added to Columbia's Hall of Memorable Motion Picture Characters: "Mr. Deeds", "Mr. Smith", "Mr. Jordan", "Mr. Dingle" and now "Mr. Winkle". The Saturday Evening Post's recent article on Edward G. Robinson, "Art Is a Tough Racket, Pal", which was coupled with "Mr. Winkle Goes to War" on a 40 by 60 poster, made available to theatres at the time of publication, has done a lot to pre-sell the picture. Contact the wholesale distributor of the SEP, or local dealers, and furnish them with nev/sstand tack cards or heralds to be slipped into current copies of the Post with such copy as: "You read about Edward G. Robinson as an art collector in the SEP; now see him as a 44-year-old draftee in", etc., etc. The U. S. Ordnance Department in your district has official instructions authorizing it to work with you and the local War Bond chairman in setting up an elaborate lobby display of ordnance equipment at least one week ahead of the engagement. Tie in display with War Bonds by price-tagging each piece of equipment, noting the number of $25 Bonds required for its purchase. Arrange with the nearest army post to conduct a contest to discover the best G.I. quartet and have it sing on your stage opening night. Arrange with a radio station for the presentation of a round-table discussion with about six wives of over-38 servicemen. Open the program with a discussion on "Mr. Winkle's" aches and pains during his basic training, and ask what reasons their men gave for staying in service when they could have been honorably discharged. McClure Syndicate has serialized "Mr. Winkle" for newspaper use; for information, have interested editors write to McClure Newspaper Syndicate, 75 West Street, New York City. Newspaper contest could be arranged, inviting readers to send in letters from servicemen describing some of the funny things that have happened to them. For the funniest letter, award a Bond, with the next ten runners-up receiving guest tickets. THE MASK OF DIMITRIOS (Warner Bros.): In this picture a new screen star is introduced in the person of Zachary Scott, described as the season's "deadliest villain". A four-day newspaper contest in this connection is suggested, with mats available of four different stars; guest tickets to go to readers identifying the star and film which started him to stardom. For lobby attention a still of Sydney Greenstreet could be blown up and mounted. Cut a slit in Greenstreet's mouth and fasten a speaker behind the cutout. Run wire to some hidden spot in the lobby and have an announcer speak at intervals through the mike. Arrange with your local newspaper to sponsor a search for Dimitrios, offering a number of guest tickets daily or the movie edition of the book to those who are able to identify him. Here the newspaper announces that Dimitrios will be present in a certain neighborhood at a certain hour. The picture has special appeal for crime and mystery story fans, so go after them by means of the crime and mystery programs on the air. Try to arrange for time before and after such programs for a teaser campaign. Following a special preview of the picture, seven of America's most widely read mystery writers have each written a comment about Dimitrios. These comments have been included in a special brochure distributed nationally by Warner's among public libraries, bookstores, college libraries, newspapers, etc. The brochure is available at the home office. Bathing Beauty Contest Staged By Lou Cohen in Hartford To promote the picture's engagement at the Loew Poli theatre in Hartford, Conn, manager Lou Cohen tied up with the Lobster Restaurant and Whalen Jewelry Company in staging a bathing beauty contest. Eliminations were conducted at the cooperating restaurant, with the finals held on the theatre stage on opening night of the film. Full press coverage was obtained and promoted gifts for the winners included a diamond ring valued at $100, a wrist watch valued at $50 and an expensive traveling case. Feldman Covers Schools For "Follow the Boys" In advance of "Follow the Boys" at the Keith theatre, Syracuse, N. Y., Dick Feldman placed posters in leading dance schools in town on Zorina and Carman Amaya, with appropriate tieup copy. Tiein copy on the Andrews 76 Sisters, Dinah Shore, Delta Rhythm Boys, Ted Lewis and Charlie Spivak was also landed on juke boxes throughout the city. A co-op ad was had on Jeannette McDonald records, since she recently appeared there in person. Government postcards were sent to members of Morning Musicals on McDonald, and local hotel bands featured musical numbers. On "Buffalo Bill," Dick secured counter displays, with tiein copy in all Whelan and Liggett Drug Stores on the book. The public library and all its branches featured books on the west. The Boy Scouts have a 15-minute program over one of the radio stations every Saturday morning, sponsored by the Best Ice Cream Company, and Feldman worked a deal whereby they devoted their program to the picture, covering the cowboy's life and deeds, with a plug for the picture. Wilson's "Purple Heart" Gag As an attractor ahead of "The Purple Heart" at the Regent, Brockville, Ontario, R. F. Wilson distributed purple cutout paper hearts on which was printed title, cast and playdates. Kurtzman Films Catholic Youth Pageant in Hub George Kraska, manager of Loew's Si Boston, reports that recently when a pag< took place at Boston College of the Catt Youth Administration, Charles E. Kurtzr division manager, volunteered to make a ne reel record of the event and the offer was cepted. This was incorporated in the theai regular newsreels and received a tremenc amount of cooperation from Bishop Cusl and Father Dowd. These gentlemen sent several hundred cards over their signatun all the parishes in the territory suggesting the reels be seen at both Loew's State Orpheum theatres. In addition, Kraska arranged "salute nig for five nights, inviting five different b; that appeared in the film to come to the t tre in costume with their instruments to form in front of the theatre and then go i see themselves in the reel. Kraska addit ally made up a special circular for each gi and 3,000 of these were distributed in theii spective parishes. Arranges Safe and Sane Fourth of July Program Worthy of putting away in the tickler file next year are details of the Safe and i Fourth of July program for kids, which recently engineered by Ed Purcell at the V ner Strand, Staunton, Va. The Eve. Leader and a local printer gave the Rc Tabler a lot of help on this special gratis sling for the children. A number of adults also attended, du which time Rev. John R. Sawyer, a local yc clergyman, gave a short patriotic address, sentation of the colors was made by the Ls Auxiliary of the V.F.W., and then the ei audience sang the Star Spangled Banner, by Purcell. The show itself, which lasted an hour forty minutes, included a Roy Rogers mu western, a Bugs Bunny cartoon, a M( Melody cartoon and a Techniolor patr short, "Beyond the Line of Duty." Newspaper stories carried copy to the| feet that all children would be invited as gi of the' management and were then urge< spend the rest of the day at a local park w clean, safe fun could be enjoyed for the holi "Pin Up Girl" Contest Arranged by Mechanic Radio Station WFBR, in conjunction the New theatre, Baltimore, Morris A. chanic, owner, conducted a "Pin Up" Girl test during first two weeks of run. Posters were placed in lobbies of New hd Centre theatres calling attention to radio o grams on which "Pin Up" announcements peared. WFBR spotted seven announcen daily, all of which carried details of cqi and plugs on picture. The contest was open to all girls 18 or c % the only requirement being that they ma photograph. From the photos, 30 fin? were chosen and brought to WFBR, w winner and runner-up were chosen. Wi received all-expense trip to New York for plus a $50 War Bond. Runner-up receiv $25 War Bond. MOTION PICTURE HERALD, JULY 29.