Motion Picture Herald (Mar-Apr 1945)

Talent Contest Sparks "Song" In New Haven The bulk of Morris Rosenthal's campaign for "Song to Remember" at the Loew-Poli theatre, New Haven, was centered around radio station WELL Morris' first step was to sell them on the idea of staging a George Sand Talent Contest with the finals on the stage of the theatre. Plugs were run five times a day with a sock announcement on the seven o'clock program each evening. In addition, the station ran a five-minute recording on the picture Monday night before opening and a 15-minute Sigmund Spaeth recording the Wednesday before opening. Judges for the contest were selected from the Theatre Community League and the Yale Drama School. Many of the entries were from these places and auditions were held Sunday afternoon and three girls selected for finals on the stage Monday night. Local prizes were promoted from merchants and the theatre gave a $25 War Bond. Trailers were run on the screen 10 days ahead and a 40 by 60 lobby display announced the contest as did a hanging banner under the canopy. The 15-minute Spaeth record was run off for musical classes at half a dozen different sessions in music schools and announcements made about the picture. Full windows were arranged for music stores; bookmarks distributed in all branches of the library and stills and card displays used in music rooms and a local market distributed 5,000 special heralds on "Things to Remember" with a plug for the picture. Hope Arranges "All-Western Week" As an added business stimulant, R. R. Hope at the Fox State theatre, Fresno, Cal., arranged an all-western week composed of six fast action pictures. To plug the special show, Hope distributed tinted heralds with cuts in advance of the engagement. Colantuono Hosts Servicemen For "Sunday Dinner" Through a tieup with Lou Gold, owner of the Normandie Hotel in Philadelphia, Lou Colantuono for his date on "Sunday Dinner for a Soldier" at the Warner Stanton theatre arranged for 50 G.I.'s and their girls to see the picture and then be transported by chartered trolley to the hotel for a meal. Most of the better night clubs were represented by at least one of their entertainers and they put on a swell show for the boys. Area Executive Director of the Jewish Welfare Board USO, Milton Feitelson, obtained 50 girls to be dates for the boys at the Sunday dinner. A dance for the G.I.'s was also arranged to be held after the dinner at the USO. The Philadelphia Daily News gave the stunt two newspaper breaks a week in advance together with stories and art work. Discharged From Service Enters Theatre Business Charles E. Patch, manager of the Art theatre, Springfield, Mass., is a veteran, honorably discharged from World War II and started in showbusiness as assistant manager at the Roger Sherman theatre, New Haven, Conn., under the managership of John Hesse, also a Round Tabler. Charlie did vacation relief work at Commodore Hull, Derby, Conn., and at the Merritt theatre in Bridgeport. Patch then opened the Art theatre for Warner's in September 1943 as manager. Lessow Spent Apprenticeship Under Loew-Poli Banner Albert Samuel Lessow is assistant manager of the Loew-Poli Strand in Waterbury, Conn. Al started in the business as usher at Loew's Poli in Hartford, thence to doorman and chief of staff at the same house. After a year in those jobs, Lessow aided the manager in publicity and advertising and in the same year became student manager of the house. After a few switches at various Loew houses in the vicinity as assistant manager, Lessow undertook his present post about six months ago. The Quigley Awards Rules Entries must be forwarded as soon as po after exploitation is completed. There are no classifications of populatic situation. Every entrant starts from scrat circuit or independent, first-run or subseq downtown or neighborhood, big city or i town. Consistency of effort is a paramount coi i eration in the Quigley Awards. One-shot < r* paigns or ideas are not eligible for cons ation. Whole campaigns need necessarily no submitted but are, of course, acceptable. Si ideas or promotions are eligible for consic tion if the entrant is a consistent contribi • Entrants most often represented in Quarter will receive first consideration for Quarterly Awards. A single promotion may include more i one slant, providing all slants relate to the c inal idea. Thus, a single contest promotion be carried in newspapers, on the radio, in dows, ads, lobby, etc. No fancy entries are necessary. Costly time-using "gingerbread" decorations are encouraged. Showmanship only counts. In addition to exploitation on pictures — tures, shorts or serials — entries may be mad< institutional promotion. Exploitation on si i shows, presentations, etc., are also defini eligible for consideration. A single idea may be confined to a wind contest, newspaper or program publicity, st j stunt, lobby display, ad or ad series, newspa i section, radio tiein, etc. Peter COOKSON Arline JUDGE Frank JENKS Jerome COWAN Produced by LINDSLEY PARSONS Directed by PHIL K ARLSTEIN Screenplay by Richard We Evidence proving authenticity of each er must be submitted, such as photos, tear she1 programs, heralds, ads, letters, etc. One Plaque and seven Scrolls of Honor 1 1 be awarded each Quarter. Those winning th I honors will be entered for the Grand Awa) competition. In addition, entries of merit i l be awarded Citations. • A War Showmanship Certificate is awar j annually to the theatremon whose activities 1 1 promotions of a patriotic nature are conside I by the judges to have made the greatest mate) \ contribution in the prosecution of the war. Address all entries to: Quigley Awards Committee Managers' Round Table 1270 Sixth Avenue New York 20, N. Y. Sparrow Lands Co-op Ads As part of his advance publicity on "Toni| and Every Night," at Loew's theatre, IndiaiV polis, Ind., Boyd Sparrow promoted. Milk Jewelry Company for four cooperative ads f| turing a cut of Rita Hayworth. Two of thn" ads appeared the same day in the News aj two appeared the same day in the Times. 7-8 MOTION PICTURE HERALD, MARCH 31, I'