Motion Picture Herald (Nov-Dec 1944)

Exploiting the New Films How the recent pictures are being sold at the first run and pre-release date showings WHEN THE LIGHTS CO ON AGAIN Under the supervision of Harry F. Shaw, division manager for the Loew New England theatres, effective exploitation campaigns were put on for the opening of "When the Lights Go On Again" by manager Bill Brown at the Bijou theatre. New Haven, Conn., and Paul Klingler, manager of the Strand, Waterbury, Conn. Window displays were secured in both cities in the Kress' 5 & 10 cent stores. Additional music store tieups were arranged in connection with the title song. Jumbo window cards were distributed with copy tied in with the election reading, "Elected— When the Lights Go On Again— Winning Candidate for Entertainment, etc." A novel promotion was worked in conjunction with night spots by having a singer and pianist render one verse and the chorus of the theme song. The vocalist then offered free guest tickets to anyone getting up on the floor and singing one chorus. Newspaper advertising budgets were upped in both spots and special feature stories and art breaks were landed in the local dailies. Harry N. Blair, eastern ad-publicity manager for PRC, assisted in handling the campaigns. OUR HEARTS WERE YOUNG AND GAY Charles F. Zinn, manager of the State theatre in Minneapolis, and advertising director C. W. Winchell collaborated in putting over an effective campaign in behalf of "Our Hearts were Young and Gay." A tieup with a local florist resulted in a promotion which had the entire city talking about the picture before it opened at the State. Twenty-five hundred roses were obtained from the florist and to each flower a card was attached with copy reading, "You'll feel Yonng and Gay if you wear this rose and go to see "Our Hearts Were Young and Gay' at the State theatre, today." Coincident with the opening, ten ushers were stationed at as many corners in the loop area at eight A. M. Each usher carried a supply of the roses and as buses and street cars stopped to discharge passengers, the usher handed a rose to each woman alighting. With the presentation he voiced, "Good morning, please accept this with the compliments of the State." Word-of -Mouth Campaign Stimulates Advertising Every store, office and business establishment in the Loop thus had a number of employees who wore the rose throughout the day. Many of the women were kept busy during the day answering questions on where they got the roses. It was estimated that over 25,000 persons were reached by word-of-mouth advertising on the picture. Newspaper ads carried critical comments from the New York newspapers and after the picture opened local comment was inserted. State-wide publicity breaks were obtained by manager Frank Costello of the Aldine theatre and Irv Blumberg, Warner theatre advertising director in the Philadelphia area as a result of a reserved seat premiere of the picture at the Aldine, Philadelphia. The premiere was sponsored by the Scholarship Fund of Bryn Mawr College, which received the proceeds for the evening. Diana Lynn, co-star of the film production, By Arrow Photo Service Aldine theatre, 'Philadelphia, has novel marquee sign and electric letters announcing cast to herald local premiere of "Our Hearts Were Young and Gay". Frank Costello is manager of the house. Almost 200 booths were set up in the Pittsburgh area, where War Bond purchasers received tickets to world premiere of "Something for the Boys". Ken Hoel, publicity director for the J. P. Harris theatre, arranged the details. made a personal appearance in connection with the opening. During her stay in the city, Miss Lynn was the guest of the Bryn Mawr faculty and made several radio appearances on stations WCAU, WPEN, WFIL and KYW. TOGETHER AGAIN Extensive radio promotion and merchant tieups were the highlights of manager Lester Pollock's campaign heralding the opening of "Together Again" at Loew's theatre in Rochester, N. Y. Seven chain breaks were used over Station WHAM and six chain breaks plus additional spot announcements were scored over WHEC, Mort Nusbaum, station announcer for WSAY, gave away a "Together Again" hat to the listener who submitted the best letter telling why she would like to be the first one in Rochester to wear one of the hats. Advantage was taken of national ads appearing in local papers and both daily newspapers came through with special art and story breaks. The Edwards Department store featured the "Together Again Hat" in its millinery department and paid for co-op newspaper ads. As an advance teaser stunt, a seated mannikin was placed in the lobby with a hat and holding a book, cover of which displayed the picture title. Menus of local eateries were imprinted with picture and theatre credits and fashion tieups were arranged in the windows of leading shops, including B. Forman Co., Sibley, Lindsley & Curr, McCurdy's, Edwards', Sally Dress Shop and Ames Dress Shop. Readers of the Bridgeport Post were invited, (Continued on opposite page) 56 MOTION PICTURE HERALD. NOVEMBER 25, 1944