Motion Picture Herald (Nov-Dec 1944)

Page scan 000712 from Motion Picture Herald

Record Details:

Title:
Motion Picture Herald
Date:
Nov-Dec 1944
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Nov-Dec 1944)
Leaf #:
000712
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
Collection:
Hollywood Studio System
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Moving Image Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
Founded in 1915 by a Chicago printing company as a regional trade paper for Midwest exhibitors. In 1916, editor Martin Quigley bought out the owners, and over the next 15 years, he grew EXHIBITORS HERALD into one of the most important national, weekly trade papers in the film business. Quigley acquired MOTOGRAPHY in 1917 and MOVING PICTURE WORLD in 1927. In 1930, he acquired MOTION PICTURE NEWS and the new 'consolidated' publication became MOTION PICTURE HERALD. From the pulpit of his editorial page, Quigley preached the need to improve the motion picture industry and improve the quality of the films. He skillfully served as a mediator in disputes -- between distributors and exhibitors, between the film industry and the Catholic Church (Quigley was one of the architects of the Production Code). Quigley claimed that EXHIBITORS HERALD represented the 'independent exhibitor' and sections like 'What the Picture Did for Me?' certainly provided a forum for theater owners. But plenty of exhibitors viewed Quigley as a servant to the studios and large theater chains. In response, publications such as SHOWMEN'S TRADE REVIEW, INDEPENDENT EXHIBITORS FILM BULLETIN, HARRISON'S REPORTS, and BOX OFFICE were either formed or grew significantly in the years following Quigley's brief moment of consolidation in 1930. -- Eric Hoyt, 2014
Date Added:
July 11, 2024
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Exploiting the New Films How the recent pictures are being sold ai|j tlie first run and pre-release date showings PRINCESS AND THE PIRATE A War Bond Treasure Hunt and a strong promotional tieup with the Pepsodent Company were the highlights of a strong exploitation campaign put over by manager David Levin and publicist Rita Morton of the RKO Albee theatre in Providence, R. I., to herald the engagement of "The Princess and the Pirate." A tieup was made with the local representative of Bob Hope's radio sponsor whereby special window displays and interior posters placed in drug stores gave prominent mention of the film as well as theatre credits. The week previous to the film's opening was designated as R. I. Druggists' Week and the cooperation of the Rhode Island Pharmaceutical Association was enlisted. This latter organization sent a letter and window cards to members and non-member pharmacists to be used in connection with the Pepsodent displays which carried a good plug for the film attraction and theatre playdates. The result was 246 window displays in the city and suburban area. Co-op Treasure Hunt With Station WEAN In cooperation with radio station WEAN, a novel "Bob Hope $100 War Bond Treasure Hunt" was promoted. Every night for a week in advance of the opening the station used a five-minute plug advertising the Treasure Hunt and the film at 6:30 p.m. During the broadcast two letters were given as clues to the hiding place of the "treasure." The letters were not given in consecutive order so as to delay the solution as long as possible. Listeners were required to unravel the clues in order to locate the prize, a ' $100 War Bond. WEAN used three daily spot announcements to plug the "hunt" each day the theatre aug 1:45 A. M. Contlnne Sorry. Boss, we just couldn't wait 'til the show storted to see Sob Hope jn 'Princess and Pirote." , BOB M 7ec6nico/or/ f ^JBSINIA MAYO Wff (j |j || N T:jS A. M, Contin He re/used fo quit us/ier/ng, while fhe Hope p/cfure v on, so fhe draff board's giving Mm his physieai h •re! 1 tS BOB \ WEGINIA MAYO ^inrednicohr/X IPMlJ Essaness circuit's publicity director, Norvtan Kassel, attracted plenty of attention to the engagement of "Princess and the Pirate" at the Woods theatre, Chicago, with these clevei, hand-drawn cartoon layouts tvhich ran in the daily newspapers. mented this through the purchase of additional time for spot announcements. Small pin-up cards were imprinted with copy and cuts of the Goldwyn girls which were distributed at terminals for three days in advance. A lobby display utilizing litho cutouts and scene stills from the picture was placed in the theatre well in advance and newspaper display ads carried underlines for two weeks ahead of the date. The Providence Sunday Journal used a special four-column layout the week before opening; downtown restaurants used imprinted menus which plugged the film; a 9 by 15 ft. banner was hung against the side wall as advance exploitation, and the city transportation system, including buses and trolleys, was cov^: ered with posters. Mystery Angle Sells 'Kismet^ For Coffey As a teaser slant ahead of his date orfk "Kismet" at the Carolina theatre, Hickorylj), N. C, Arnold J. Coffey announced that or Friday and Saturday afternoons between thret,^ and four a lovely, unidentified girl would visil I all the local business firms and hand out passesy' to anyone who tapped her on the shoulder anc said "Kismet, You are Ronald Colman's Lady of the Moonlight." Coffey used a different giri each day and reports handing out only 12 passes on the stunt. George Balkin lobby display , manager of the Warner Stanley theatre, conceived the idea for this massive as an advance plug for "The Princess and the Pirate". Has Arabian Dance Girl For Exploitation Stunt Coffey further secured the services of a light nergo school teacher from out of town, riggeCj her up in an Arabian dancing girl costume, and had pictures made of her which broke locaur^ papers with the following story: "Arab gir from Bagdad who plays role of dancing girl ii, 'Kismet' was guest of theatre." etc. etc. A week in advance of the opening Arnol(j, landed a two column cut in the local collegt paper in connection with a contest in which students wrote letters on the subject : "How dl 'Kismet' (fate) change your life? The thre^ best letters received guest tickets. The tov«| and nearby sections were covered with markers heralds, car strips, etc., and a 1920 model road''''" ster carried cards with appropriate tiein copy. ,|,J' 44 MOTION PICTURE HERALD, DECEMBER 30, 194, ilet( in