Motion Picture Herald (Nov-Dec 1944)

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Former Devices Are Offered To Aid Sixth Bond Drive Continued from the regular Bond section which appears in this issue of Motion Picture Herald begriming on page 10, herewith are some additiowl promotions of theatremen in previous War Loan drives. To open his campaign at the Warner Enright theatre, Pittsburgh, Lige Brien plugged the drive over WWSW, broadcasting directly from his stage, also getting in some licks for the theatre's Bond premiere. Through the cooperation of the East Liberty Chamber of Commerce, $625 in Bonds vi'ere given as prizes to the local organization selling the greatest number of Bonds to the premiere. Eight merchants came through with cooperative ads in the local papers publicizing the special shovi^. Exploitation included a barrage balloon, which flew over the city appropriately bannered and was on exhibition at a nearby field. A German howitzer gun and plane also were exhibited and 400 posters were used in street cars, window displays planted and two parades held well in advance. Brien further enlisted the support of each of his many kiddie club members to sell Bonds and take pledges in a house-to-house canvass. The American Legion Post awarded a medal and a citation to the high individual Bond salesmen. Passes were given to the next few runnersup. The Legion made the award direct from the theatre stage. Newspaper publicity and radio spot announcements featured the Bond sales contest. Giant Candle As a teaser stunt, Doug Tausig, when manager of the Bardavon theatre, Poughkeepsie, N. Y., planted a giant lighted candle on the main street and offered prizes of War Bonds to those coming closest to guessing the time at which the candle would burn out. Each person, in order to guess, had to purchase a Bond and a card for his "guess" had to be dropped into a receptacle in the theatre lobby. The Bond prizes were donated by the Clearing House Banks of Poughkeepsie and the Netco Theatres Corporation. Phone Greeting During the entire drive at the Broadway theatre, Portland, Ore., Jack Matlack arranged to have all phones answered with "Good afternoon (or evening), we issue War Bonds," etc. Publicity was arranged by Mr. Matlack, who offered 20 personally autographed photos of one of Holl3rwood's leading stars to the first 20 persons bringing in 10 Bonds each to be' issued through his theatre. In addition he offered a personally autographed photo of any member of the cast of the picture he was currently playing to every person bringing in 10 Bonds to the theatre. Bearded Bondsmen In Newport, Vt., Eugene C. Keenan at the Burns theatre, the Mayor and several others who dubbed themselves "Newport's Bearded Bondsmen," broke the AP, UP and all radio stations in New England, when they declared they would not shave until the town had met its Bond quota. Photos of the gentlemen with their adorn 72 ment were run from time to time during the drive to stimulate sales and a giant thermometer was planted on the main street to show progress in Bond sales. The last day of the drive was called "Shave the Mayor Day" and broke with stories on the front page of the local paper. The town went well over its quota. Endorsements In connection with the RKO Theatres Baby Beauty Bond Contest, Max Mink at the RKO Fordham, Bronx, N. Y., obtained the endorsement of the Borough President, which was displayed prominently in the lobby. Numerous tieups were obtained, all photo-^ were promoted from a local photographer, and in addition to prizes awarded by the company, $650 was promoted from local merchants. Thi^ money went toward the purchase of more Bonds, given out to 26 runnersup in the local contest. A giant display of the contestants' photos was planted in the lobby and patrons were invited to purchase Bonds in the name of any one of the youngsters. A ballot box was set beside the display. Junior Show Joseph Nevison at the Bromley in Philadelphia held a junior War Bond Show with admission by ticket only, free with purchase of a Bond through one of three local cooperating schools. The ticket stub was retained by the child for lucky number prizes which were contributed by the Merchants Association, sponsors of the show. Window cards were used in all cooperating merchants' stores: 1,000 tickets were distributed to various schools, a full page of co-op Bond ads was arranged and announcements were made at assemblies and notices posted on school bulletin boards. Broadcasts From Marquee Top Jack Mitchell, manager of the Majestic, San Antonio, Texas, gave "Step Lively" an upsurge at the box office with spectacular marquee top piece which, coupled with a loud speaker and recordings of hit tunes, stopped traffic. Jack then tied up with a couple of music stores, promoted a record-changer, which was concealed behind the set piece, which invited the girls to plant a lip stick kiss on a compo board face of Frank Sinatra in the lobby. They wrecked the first set piece and before the run of the picture was over, three replicas had to be ^made. While this was going on another RKO picture was in the exploitation stage, so when Mrs. Edna Zeimer, wife of the author of "Hitler's Children," who is presently doing a crosscountry tour in the interest of the "Master Race," which soon will be at the Majestic, Jack acted as radio-announcer and master of ceremonies, Mrs. Zeimer at a Woman's Club meeting, and on the four radio stations of the town. This was good for breaks in the local newspapers. Capitalizes On Picture Starts Appearance The personal appearance of Bonita Granville, star of the film, "Youth Runs Wild" was the cause of numerous publicity breaks in conjunction with the picture's opening at the RKO Golden Gate theatre in San Francisco. Helen Wabbe, publicity manager for the theatre and manager Cliff Giesseman handled the details of the campaign and tied the Hollywood star in with the city's War Chest Drive. Arrangements were made for Miss Granville to ride in a captured Japanese staff car in a monster parade which inaugurated the Drive and a special sound truck with amplifier toured the downtown area several days in advance announcing the parade and the star's appearance. Newspaper and radio commentators also mentioned Miss Granville's attendance with plugs for the film. Lands News Breaks And Radio Plugs Additional news breaks were obtained through her appearance as guest star over radio station KYA on the l5-minute Juvenile Court program; a l5-minute interview on Magnin's Victory Bond Window program! KSFO's program "Ladies' Choice" and oij KLX where she appeared on the "Backstage at the Golden Gate" program. The star also made an appearance at the Stage Door Canteen where she was enthusiastically welcomed. Twenty-four sheet cutouts were used in the lobby in advance advertising the date and a special front was constructed for the film's current engagement. Levy Ties "Summer Storm" To War Stamp Purchases A large wheel made to represent a barometei with "rain, wind, fair, change, clear and 'Summer Storm'" painted on it was planted in the lobby of the Colonial theatre, Reading, bj Larry Levy for "Summer Storm." Person; who purchased a War Stamp were entitled tc spin the wheel and if it stopped on the title 01:' the picture guest tickets were awarded tc see the attraction. Teaser ads were used in the local papers, a three-column display had in the Sunday pape and a window promoted from the Berkshir News for a book display. On "Canterville Ghost," Larry landed co operative ads with the Reading Laundrie' which were run off the amusement page ir both papers on the opening day. La mel's Hallowe'en Show Proves Successful Herman Lamel at the Rosedale theatre, lithe Bronx, held a large Hallowe'en party am show at a Saturday matinee for kiddies. A ful five-hour show was presented including "Anc the Angels Sing" plus "The Hitler Gang," alsc the first chapter of the serial "The Dese: Hawk." Various games and contests were held on th( stage and prizes were given to those selectee by the judges of one of the nearby schools Lamel acted as master of ceremonies for th party and added stage attractions completed th show. i i MOTION PICTURE HERALD, NOVEMBER 4, 194 ii