Motion Picture Herald (Nov-Dec 1944)

Matlack Capitalizes on Shortage Of Cigarettes in Portland Not only did Jack Matlack arrange for stores to display the above cards, he aha prevailed upon the Portland Oregonian to run this photo. Copy reads: "Sorry . . . No Cigarettes, But Happy That We Can Recommend 'Since You Went Away', Now at the Broadway and Mayfair theatres". An impressive advertising and promotion campaign launched the engagement of "Since You Went Av/ay" for the film's opening at the Broadway and Mayfair theatres in Portland, Ore. Jack Matlack, publicity director for the J. J. Parker theatres, tied in v/ith the current cigarette shortage to obtain placards in all leading stores where cigarettes are dispensed. An advance preview of the picture, attended by heads of women's clubs, fraternal organizations, patriotic groups. Red Cross, Travelers' Aid Society and nurses' aides, garnered publicity in the local dailies and inspired an editorial in the Oregonian. Tieups were put over with hotels, restaurants, department stores, doctors' exchanges, radio stations, schools, Marine Corps recruiting offices, night clubs, and full page news paper ads were promoted from national advertisers as well as from the local Meier & Frank department store. The latter used material plugging the film on every one of its fourteen floors and at almost every department from kiddie apparel to house furnishings. The city transportation system was blanketed with car and dash cards; a saturation campaign was used on all four local radio stations ten days in advance; 24-sheet boards were covered at all strategic locations, and no less than 33 full window displays were arranged with downtown shops. The campaign was additionally tied in with recruiting drives for Nurses' Aides, Waves, Marines and Blood Donors, which resulted In columns of newspaper publicity, in addition to word-of-mouth comment. Wallach Uses Star Stills On "Mademoiselle Fifi" On "Mademoiselle Fifi" at the Liberty, Cumberland, Md., Reynold Wallach used a different twist. He used a star still of Simone Simon in the press book, with low decollete. Cutting the scene mat down to a smaller size, just below her bare shoulders, he added another line under the pressbook catchline, "Yes, you'll see all this and plenty more ! It's risque, startling." On "The Merry Monahans," Rey tied up with several downtown stores for window displays. He secured eleven of them by tying the merchants' merchandise in with the show. Example: (something different for each merchant) . . . "For Cheer Delight see 'The Merry Monahans,' " etc. "For Sheer Delight, wear our silk hose," etc. Or . . . "For the Best in Entertainment . . . For the Best in Food." Holds "Tall Story" Contest At the State theatre, Cambridge, Md., Bob Wickwire has a novel idea which is good. He has lined up what he calls a "Tall Story Contest." This consists of popular and well known men from Cambridge and surrounding towns, getting up on the stage and telling lies or stories for prizes. The device is working out very well for Bob. Scott's ingenious Herald Leon Scott at the Margie Grand, Harlan, Ky., used a clever little throwaway on "Marriage Is a Private Affair." Copy read as follows: "Is the plural of Spouse . . . Spice?" See Lana Turner in 'Marriage Is a Private Affair,' Showing Sunday at. For the Love of Lana May We Suggest You Don't Miss It! It's So-o-o Romantic !" Taylor Promotes , ; 3,000 Free Lines i; S' From Merchants f Free space aggregating almost 3,000 lines >. newspaper advertising was garnered by Charli^ B. Taylor, publicity director for Shea's the^ so tres in Buffalo, N. Y., in connection with tlj ^ engagement of "Since You Went Away" j.ljj the Great Lakes theatre. [ j] Taylor promoted the lineage in regular di,, to play ads of Buffalo merchants to augmei limited space offered for the regular theatf ' advertising by local newspapers. , , Jahraus-Braun Co. used a blown up sceil fli still from the film production with full credijl in an institutional house ad plugging the Uni! ed War and Community Fund which occupit more than a half page. * Star Cuts Are Featured With Theatre Credits Star cuts of the seven principals in the cawere used in a three column by 10 inch £#■ purchased by Paul's Pies. The Kleinhan C< featured a huge star cut of Joseph Gotten in display ad measuring four columns by 1 inches. A week in advance and during tP'" current engagement of the film, Edward^'-'' Beauty Shop illustrated Claudette Colbert two column by 11 inch ads. Each ad prominently denoted the title the picture with full theatre credits and pla' dates. t til Decker Ushers in "Christnnas" At the Capitol, Ilion, N. Y., Bill Deck made several tie-ups on "Christmas Holidayi|l having Christmas packages in store window stressing Christmas Holiday of entertainmei etc. 1,000 postcards reading "Christmas Com Early to the Capitol" were sent out. Bill h; an artificial Christmas tree in the lobby wi 8 X 10 star heads of Durbin and Kelly and book display under the tree. The promotion activity devised by Bill drew considerable atte tion to his theatre's program for the holida Theatre Managers.. . Auditorium Managers . . . Promoters . . . The Name "GRAND OLE OPRY" is the exclusive property of WSM NASHVILLE, TENN. and may not be used in any form without our permission. If in doubt, write or 'phone us. Thank you. S MOTION PICTURE HERALD, DECEMBER 16, 19 ^^^^^^^^^^^^^^^^^^^