Motion Picture Herald (Nov-Dec 1944)

Zigmond Effects Radio Contest on 'Love a Soldier^ The Selling Approach 'N NEW PRODUCT {The material below reflects press books now in preparation and represents the point of view she distributors' exploiteers about the selling points and special merit of these pictures.] ONE BUT THE LONELY HEART (RKO dio): Your strong selling factors are Gary ■3nt, Ethel Barrymore and Barry Fitzgerald, iss Barrymore's appearance in the cast Duld find favorable response from your ama critic with generous publicity breaks, so, Barry Fitzgerald's recent characterizaon in "Going My Way" has made him exemely popular. The Macmillan Company, publishers of the 3ok, have supplied all dealers with window i..irds promoting the picture and you should -",»d the local book shops more than ready tr co-op ads, displays and other tieups. mat is provided for imprinting bookmarks Iiich can be distributed at public and lendg libraries as well as at the theatre. An effective street ballyhoo would be a a'king book device, always an attention alter. Promote a neeoie threading contest 1 stage for servicemen, with prizes offered to ose who can thread 10 needles in the fastest ne. This will tie In with a scene In the picire In which Gary Grant attempts this feat. Tschaikowsky's "None But the Lonely !ear+", which is played as a musical backround in the picture, has been recorded by ictor and published by G. Schlrmer, Inc., 3 last 43rd St., New York. SOMETHING FOR THE BOYS (20th CenturyFox): hiere is a natural for exploitation minded showmen: a line of accessories that are perfect for cutout and mechanical displays; a snappy set of ad mats; a title that ties In to all forms of war activity promotions; a popular cast; technicolor and a musical. Use the colorful window cards and posters for outside ballyhoo and flash up the lobby with cutouts of those gorgeous girls rigged mechanically to attract the eye. Have the mayor proclaim "Something for the Boys Week". During that period every citizen will be called upon to do something extra, such as donating blood to the Red Cross, buying another War Bond or writing letters. Newspapers and merchants can be asked to cooperate in this promotion and newspaper co-ops can be worked with shops featuring gifts under a banner line, "Something for the Boys, We Have It". Tieups are In order with record and music shops, dance schools, night spots and dance halls and radio stations through the music hits, which Include: "I Wish I Didn't Have to Say Good Night", "80 Miles Outside of Atlanta", "In the Middle of Nowhere", "Wouldn't It Be Nice?" and the theme song. Chappel & Co. is the publisher. jW. S. Clough at the Strand theatre, Alameda, Oalif., dressed this ballyhoo man in regulation tolice uniform of 1912 and had him parade *he streets in advance of "I Am the Law". Oard an "policeman's" back carried title and iplaydates. Fitzsimmons Reports on Recent Activities Reporting on his recent exploitation stunts at the jMedina theatre, Medina, Ohio, Sam Fitzsimmons for his date on "Double Indemnity" painted the backs of several gabardine coats with stars, title, theatre and playdates and these were worn by usherettes five days in advance. For "Seventh Cross," Sam painted playdates, star and title on the floor of his lobby which is approximately a half block long. On "Canteryille Ghost," Fitz built a five foot ^host complete with cigar and derby hat. The display was completed with a 40 by 60 sign carrying copy on the picture and placed in the foyer 10 days ahead. The copy read: "I'm one Howl of a Ghost, just a sad sack of sheets" etc. etc. Ties "Youth Runs Wild" to United War Chest Group "Youth Runs Wild" opened at the Stanton in Philadelphia with an extensive campaign by Lou Colantuano, who contacted the United War Chest and arranged for special screenings to be attended by group leaders and their staffs. Among those who attended were members of the Y.W.C.A., W.M.C.A., Big Brothers, Crime Prevention Bureau, etc., in addition to editors and reviewers. Lou also took advantage of the program "Hollywood Star Time" on Station WFIL and WFPG, presenting Bonita Granville, star of the picture and an interview pertaining to the picture. A special lobby setpiece was also used featuring headlines of the day pertaining to juvenile delinquency. In connection with the engagement of "I Love a Soldier," Jerry Zigmond, manager of the Newman theatre, in Kansas City, used a radio contest that attracted much attention in the city and surrounding Kansas-Missouri area and chained worthwhile results at the boxoffice. Beginning a week in advance of the opening of the picture, the 15-minute daily "Show Time," feature on station WHB, was devoted to the contest in which listeners were asked to write a letter on the subject, "Should a woman marry her service man now, or wait until after the war?" The "spiel" was made by "Jetta, Your Girl in Aisle Three," the station's commentator who conducts the movie program. Prizes given by the theatre consisted of three awards of a free long distance call to a man in service. Soldiers' War Bonds and theatre tickets to the picture. The scripts carried plenty of plugs for the picture and the stars, Paulette Goddard and Sonny Tufts. In addition, announcements concerning the contest were made on purchased spot radio time. Eighteen prizes in all were awarded, and the winners were announced on the "Show Time" program the day following the picture's opening. The picture opened strongly, Zigmond reports. Samartano Promotes Co-op Ad In advance of "Since You Went Away" at Loew's State in Providence, R. I., Joe Samartano promoted a co-op ad from Royal Crown Cola that appeared in the Journal Bulletin two days ahead of the opening. The ad featured a cut of Shirley Temple together with picture copy, playdates and cast. Photo by Conner-Geddes Giant brightly colored compoboard display enhances the front of the RKO Allen theatre, Cleveland, as part of Howard W. Highley's advance exploitation on "Greenwich Village". iMANAGERS' ROUND TABLE, DECEMBER 2, 1944 43