Motion Picture Herald (Nov-Dec 1944)

The Selling Approach ON NEW PRODUCT \The material below reflects press books now in preparation and represents the point of view of the distributors' exploiteers about the sellingpoints and special merit of these pictures. ^Winged Victory tgIs Full Army ^ooperation {Continued from opposite page) gnals School loaned a barrage balloon which 15 hoisted over the theatre with six-foot high zers spelling out the feature title. The balloon ;er broke loose in a gale which swept the :y and resulted in wire breaks and photos -ich. appeared in newspapers throughout the ■don. Tn busy Grand Central station a huge disay of a slowly moving propeller set against . imposing background has been publicizing e attraction. Outstanding window displays sre arranged with New York's leading departent stores featuring equipment supplied by le A.A.F. and augmented with photos from e production and theatre credits. Full scale newspaper, radio and subway adjrtising augmented the exploitation campaign, n opening day a parade of servicemen who arched to the theatre attracted the attention of ousands of New Yorkers who witnessed the •Qcession. Numerous street banners suspended across e city s main thoroughfares also helped to iblicize the opening. nvitational Premiere for filitary in Dayton In Dayton, Ohio, an invitational military preew attended by Lt. General W. S. Knudsen ; rv'ille Wright, inventor of the airplane and gt. Gene Autry, former cowboy star of epublic Pictures who is stationed nearby, pre;ded the regular opening of the production, hundreds of enlisted officers and men from ;arby Wright and Patterson Air Fields atnded this premiere. In the city's public square on the main street, B-24 Liberator bomber was placed on ex bition two weeks before the picture's opening. he plane carried the name "Winged Victory" id served to publicize the film. Newspaper publicitj' devoted the opening was onerous. Window promotions also served to <cus attention on the picture. Metropolitan Studio L S. Maritime Service prepares to send barrage alloon aloft over New York Roxy theatre to remote opening of '"Winged Victory". SUNDAY DINNER FOR A SOLDIER (20th Century-Fox): As may be inferred from the title, the plot deals with romance and comedy. The title suggests a grand scale promotion for your community to sponsor a "Sunday Dinner for a Soldier Day". The mayor may be induced to issue a proclamation urging every family to invite a serviceman to Sunday dinner to coincide with the film's engagement. Guests can be invited through nearby camps or the local USQ. Food shops are a natural for window tieins, with items suitable for Sunday dinner displayed with scene photos and your theatre credits. Try to promote a Blind Date party tied in with a restaurant. Girls are obtained through your local patriotic organizations, who pick numbers from a hat. The girl (or girls) who select the number corresponding to that of a serviceman who has previously drawn the number are guests of the restaurant for Sunday dinner, which Is followed by an invitation to see the picture. Prominent in the film Is a pet hen and a ragged mutt dog belonging to the children. To attract extra juvenile trade, sponsor a pet show, with prizes donated by local pet shops offered to winners. Offer an extra prize for the kiddie attending the opening performance with the most unusual pet. Tieups and Radio Spark 'Together^ In Dallas Radio promotions and a tieup with the Consolidated Millinery Co., feattiring the "Together Again" hat were the highlights of publicity manager Bob Kelly's campaign for the engagement of "Together Again" at the Palace theatre, Dallas. Kelly arranged a series of newspaper co-op ads and a number of excellent window displays through the millinery concern and special stories and art were landed on the woman's page of the Dallas Times Herald. Radio budget was upped for the engagement of the film with announcements made on the "Interstate Showtime" program and John Rosenfield, amusement editor of the Dallas Morning News reviewed the picture on his "Theatre Program Party" over KGKO. Weber's Endorsement Letter • As part of his advance exploitation for his date on "Since You Went Away" at Schine's Liberty theatre, Herkimer, N. Y., manager J. J. Weber sent out a special letter of personal endorsement to his theatre mailing list. An insignia was included at the top of the letter with copy "Write to those in Service." THE WOMAN IN THE WINDOW (RKO Radio): A timely word of caution is noted by the distributor concerning the surprise climax of this film. All advertising should stress this fact, with patrons and employees requested to refrain from revealing the unusual ending. Two distinct methods of selling this picture are offered; the first aimed at patrons who want romance, the other directed at Mystery fans. The title offers a distinct tiein with window displays of all sorts. Try to promote a letter writing contest with the local editor, with prizes offered to those submitting the best essays describing their greatest thrill. Large cutout question marks placed around the lobby and foyer with teaser copy, "Can He Hide the Corpse?" "Who Was the Woman In the Window?" etc., will build up advance interest. Stickers and counter cards placed about town with similar copy will also start patrons wondering. School and art class promotions can be worked out by sending out blow-up enlargements of Joan Bennett, with guest tickets offered to students drawing the best likeness of the star. For a good lobby attractor, build a shadow box depicting the star peering out of a window frame. Arrange a shade propelled by a motor to go up and down with tieIn copy. Ties "Christmas Holiday" To 6th War Loan Drive As part of his exploitation ahead of "Christmas Holiday" at Schine's Strand theatre, Amsterdam, N. Y., Clayton Cornell tied in with the opening of the 6th War Loan Drive. The enterprising manager used special 11 by 14 cards with copy as follows: "Don't let the 'Christmas Holiday' pass without buying another War Bond. 6th War Loan, November 20 to December 16th." These cards were placed in 100 store windows without use of passes. For foyer attention. Clay used a display consisting of a miniature Christmas tree on a table with cards announcing the number of days to Christmas. These numbers were changed daily. On Armistice Day, Cornell conducted a special film program, booking a two-reel patriotic film, two patriotic cartoons and the U. S. Service Band single reel. The show was announced from the stage two Saturday matinees previous, heralds were distributed and a 40 by 60 was used a week in advance. Katzenbach's "Wilson" Front To herald his date on "Wilson" at the Grand theatre, Terre Haute, Ind., S. P. Katzenbach erected a special front for the occasion in brilliant coloring. The title of the picture over the entrance was done in three-inch red cutout letters. Discs on either side of the box office were done in white and edged in red and blue with tinsel and pennants were hung all around the marquee. lANAGERS' ROUND TABLE, DECEMBER 23, 1944 37