Motion Picture Herald (Nov-Dec 1944)

Exploiting the New Films How the recent pictures are being sold the first run and pre-release date shcwini HOLLYWOOD CANTEEN Something new by way of film openings was introduced at the world premiere of "Hollywood Canteen" at the Warner Strand theatre in Albany, N. Y. The initial appearance billed as a "proxy premiere" was tied in with the current War Loan Drive participated in by the entire city with the full cooperation of civic leaders and organizations. Capitolizing on the travel conservation program, Hollywood's popular screen stars were represented by 30 Albany townsmen each of whom subscribed to the purchase of $100,000 in War Bonds. The "proxy" stars, attired in beefsteak aprons upon which names of their favorite actors and actresses were imprinted were introduced from the stage during a broadcast of the "Double or Nothing" program, which was in itself a salute to Warner Bros, and the city of Albany, over a coast-to-coast hookup. The entire group which participated in the stage festivities later adjourned to the local USO which had been redecorated and renamed "Hollywood Canteen" in honor of the film. Here they entertained the servicemen. Including two purchases of $10,000,000 War Bonds by local citizens, the premiere netted over $25,000,000 for the Sixth War Loan Drive which Albany residents bought in addition to paying admission to attend the performance. Extensive Publicity Accorded Film by Press Newspapers gave all-out cooperation with publicity breaks starting more than two weeks in advance. Stories and photos devoted to the Mayor's proclamation endorsing the event ; photos of large denomination Bond buyers coupled with principals of the film and generous coverage from every possible angle were accorded the film. The endorsement of the film by the mayor 1 IPr mm hnidc and out, the Albany U.S.O. Canteen takes on appearance of Hollywood Canteen to promote film opening in that city at the Strand theatre. and city council led to numerous other promotions which helped to make the opening one of the outstanding successes in the history of Albany. The Chamber of Commerce mailed 600 letters to its membership urging attendance at the premiere and the local Sales Executive club sent 300 similar letters to its membership. Pearl Street on which the Strand theatre is located was renamed "Hollywood Boulevard" ; all street signs were changed and two huge banners suspended across the busy thoroughfare proclaimed this fact. All downtown street posts were bannered and f Banners similar to one shown above ivS"^^' stretched across main thoroughfares New York welcoming "Winged Yictor premiere at the Koxy theatre. Main street leading to the Strand theatre in Albany, N. Y., was named Hollywood Boulevard; pennants and plaques hung on street poles to herald "Hollywood Canteen" premiere. placarded with signs reading, "Welcome 'HoUj, ^ wood Canteen' World Premiere Strand, etc."!'^ Banks throughout the city coopecated in tl^y sale of War Bonds and tickets to the premie with attractive signs announcing the pictui Seven hundred drug stores in the area di played posters supplied by the Feen-a-mi| manufacturer, sponsor of the "Double or Not ing" radio program plugging the film-broadcaj hook-up. Through this tieup, the druggis also paid for 19 daily announcements pluggii the premiere for five consecutive days ov Station WABY. |, At a Chamber of Commerce dinner tenderi. to representatives of the Warner film ai theatre companies which preceded the premier Mayor Harris of Albany presented a plaq to Warner's "for outstanding service in t film industry, for providing fine morale-buil ing entertainment and for helping to rai money for wartime needs." Warner Bros, field exploitation stafif und the direction of Mort Blumenstock, director exploitation teamed up with Charles Smakwit! assistant zone manager for the Warner theatr and manager Leo Rosen of the Strand executing the campaign. WINGED VICTORY Public relations officers representing tl| Army Air Forces have extended unusual ci operation in the promotion of "Winged Vi> tory" which opened last Thursday at the Ro> theatre in New York. Homer Harmon, publicity director of tli Roxy and the publicity and exploitation staf of 20th Century-Fox under the direction of H Horne worked in close harmony with the Arn representatives in effecting an elaborate can paign. About ten days in advance of the opening tl", U. S. Maritime Barrage Balloon and Visu:, {Continued on opposite page) 36 MOTION PICTURE HERALD, DECEMBER 23, 19^