Motion Picture Herald (Mar-Apr 1945)

Peek-Box Slant Proves Boom For "Every Night The Selling Approach Walter Abrens utilized a "peek-box" stunt in the lobby of the RKO Orpheum, Des Moines for "Tonight and Every Night." As part of his teaser campaign on "Tonight and Every Night" at the RKO Orpheum, Des Moines, Walter H. Ahrens planted a peek-box in his lobby in advance and during the engagement. On looking into the box, patrons were given a glimpse of scene stills from the picture. Newspaper coverage included special drawn ads and six art and story breaks in the Register and Tribune. Radio coverage included spot announcements and four 15-minute programs over Station KRNT; spot announcements and four 15-minute programs over KSO and the campaign covered a six day period, four in advance and two days after opening. One hundred specially made cards were planted in the windows of neighborhood business districts, while the Yonkers Department Store featured a window display tieup with Harriet Hubbard Ayres Yu perfume. Music store windows and music counter tieups were also used and 2,000 teaser postcards were mailed out from New York. Wabbe Gets Good Publicity On "Falcon in Hollywood" For the engagement of "Falcon in Hollywood" at the RKO Golden Gate, San Francisco, Helen Wabbe landed an abundance of newspaper publicity which included stories and art on starlet Jean Brooks and others in the film. In addition, publicity was also garnered on the personal appearance of Duke Ellington who appeared at the theatre currently. Special stress was laid here in the stories on the fact that Ellington was recently given Esquire's AilAmerican Jazz Band gold award as an arranger and leader. ON NEW PRODUCT [The material below reflects press books now of the distributors' exploiteers about the selling EARL CARROLL VANITIES (Republic): Distributor has issued an elaborate press book which highlights the "gals and more gals" aspect of the film in both art and copy. Exploitation material for lobby and front displays is offered gratis to the exhibitor. This includes stills of Constance Moore in showgirl outfit, in both standing or sitting position, which would be attention-getters as blowups above the marquee. A similar still can be utilized in the lobby as a cutout on the door opposite the ticket-taker, with a slogan above the door reading: "Through these portals pass true lovers of rare American beauty". Contest suggestions highlight a "Perfect Figure Contest", in which contestants vie for the honor of approximating the measurements of Diana Mumby, voted "The Most Beautiful Girl In The World" by the "Earl Carroll Vanities" girls; also a juvenile contest built around Tommy Ivo, youngster appearing in the picture, and a clarinet contest, highlighting the popular Woody Herman. A lucky number contest, street barker spiel, radio spot announcements, and local tieup suggestions, for which stills are available, are included in the exploitation section. Music promotion includes publishers' tieups with Bourne, Inc., on five songs highlighted in the picture: "I've Been So Good For So Long", "Rockabye Boogie", "The Last Man In Town", "You Beautiful Thing, You" and "Endlessly" — and with Edwin H. Morris & Co. on "Who Dat Up Dere?". Title pages feature photos from the picture. A Decca tieup on the Woody Herman recording of "Who Dat Up Dere?" is highlighted in the pressbook, and stills and a two-column cartoon mat on Woody Herman are made available gratis to exhibitors. Display advertisements use the "Through These Portals Pass The Most Beautiful Girls In The World" theme and employ line drawings of the Earl Carroll beauties. Copy lines Shannon Distributes Souvenir Programs of "Frenchman's Creek" Contacting the Paramount home office for souvenir programs of "Frenchman's Creek," Chuck Shannon at the Columbia theatre in Sharon, Pa., rubber-stamped the face of all programs with playdates, etc., and distributed them to all doctors' and dentists' offices as well as beauty shops, barber shops, etc., in the city and surrounding area. in preparation and represents the point of points and special merit of these pictures.] \ stress the "girl" and "glamour" aspect oi picture, with lines like "No Greater Be Ever Graced The Screen", "The Most Be ful Girls In The World" and "The Wd Loveliest Beauties ... in the Year's Big Musical". Posters and lobbies follow the same th: and employ showgirl shots of Const Moore as attention-getters. A TREE GROWS IN BROOKLYN (Twen Century-Fox): The novel by Betty Smith been so well publicized that it is advisabl take advantage of tieups with bookshops, A perambulating book ballyhoo should serve to stimulate interest. The distributor has arranged fashion ti> in many cities throughout the country, showmen would do well to consult the, of cooperating shops and contact them window and counter space to promote picture. A neat angle by which to attract younger element would be a "pigtail" test, with prizes or passes offered to the 10 or 20 girls in the Saturday lineup have their hair done up in this type coifl You might even interest your news editc having a photographer take pictures. Some local publicity might be obtainecj inviting all servicemen from Brooklyn to your guests on opening night. In the plot of the production there is fact that the children earn their spen money by collecting scrap and selling Here is the cue for a scrap collection c which can earn the ready cooperatior newspapers or a local radio station. An effective lobby teaser device (o also work well in an empty store windov to set up a board with six empty frai Captions in each frame would read: served for 'Aunt Cissy', 'Johnny Nolan'," A week in advance, the photo of each st placed in the frame, with special copy bing each character. a Di Contest Heralds Opening of "Tomorrow the World" One of the highlight's of Nathan Wise' campaign for "Tomorrow the World" at the RKO Palace theatre, Cincinnati, was a special contest held at the theatre on opening day. The audiences were canvassed as to their opinions on "What Should Be Done With Emil?" A $25 War Bond was offered as top prize, plus lesser prizes to those writing the most logical opinions in the estimation of a group of judges locally selected. To promote the contest, Nate broke with stories in the press, ran a special trailer both in advance and after the feature and had comment cards set up on tables in the lobby with a ballot box at the door in which to drop them. A special 40 by 60 was set at the boxoffice calling attention to the contest as patrons went in. In addition to the above, special spot an nouncements were purchased on three stati, street car cards were used, tieups with a cc concern were effected and special wine:, planted. Newspaper breaks were garnered Lester Cowan, producer was hosted at a lu eon held a week in advance of the opening members of the press, photographers, and r representatives in attendance. ;: 'When Big Ever Xall for Special Traill 70 MOTION PICTURE HERALD, MARCH 10,