Motion Picture Herald (Mar-Apr 1945)

Exploiting the New Films How the recent pictures are being sold a the first run and pre-release date showings HOTEL BERLIN One week in advance of the opening of "Hotel Berlin" at the Warner Capitol theatre, Madison, Wis., Marlowe Conner, manager, used a series of newspaper teaser ads following the pattern set for the film's New York opening. The ads were in bulletin form, announcing that the Russians were 30 miles from Berlin ; the Allies, 270 miles from that city, and the Capitol, 7 days to "Hotel Berlin." Spot announcements were used in advance and currently over WIBA and the transcription was also utilized to plug the attraction. The city's drug stores were contacted and arrangements were made to place stickers inside the covers of book matches. Copy pertained to the picture and theatre dates and Conner estimates that several thousand people received the matches, which were distributed through the regular channels. A large compo-board book was placed »in the lobby, marked "Hotel Berlin Register." Numbers were entered in the book, and Conner arranged to have two thousand special "invitations" distributed over the counters of drug stores, which were consecutively numbered. Persons receiving an invitation with a number corresponding to any one in the lobby book were given a free admission to see the picture. Express Tieup Gets Wide Attention A large packing box measuring 4 by 8 ft. was constructed and' addressed as for snipping from Vicki Baum, star of the film, to "Hotel Berlin" via Railway Express. Through arrangements with that company, the box was loaded in a station baggage truck which was towed in trailer fashion through the city streets. This device created a great deal of speculation on the part of the townspeople as to what the content of the box was. Another effective stunt which created wide spread comment was Conner's adaptation of an old gag, that of ha^ng his cashiers answer the phone saying "Hotel Berlin" instead of the usual greeting. The advance lobby display likewise attracted considerable attention. A large cutout of a hotel was used with transparent windows and title lettered in the transparencies. Block letters, two feet high, lettered in red and black, were used on the theatre marquee during the current run of the picture, and a sign reading, "Entrance — Hotel Berlin," was posted over the front doors. One hundred bumper strips were placed on taxicabs, and window cards supplemented the regular outdoor advertising. STRANGE ILLUSION A strong advertising and publicity campaign heralded' the world premiere of "Strange Illusion" at the Rialto, Atlanta, Ga., under the guidance of Bill Murray, manager and owner of the theatre. One of the highlights of the campaign was the engagement of a mindreader to interpret dreams and answer questions for those in the audience. A luncheon was tendered at the Variety Club for members of the press, radio representatives and the mayor of Atlanta at which the mindreader gave a talk on dreams and answered questions put to him by the guests. The device resulted in numerous stories which broke in advance of the playdate in both the Constitution and the Journal. Art and feature stories were also landed in the Sunday sections of both papers. A special herald was distributed to homes and at busy intersections, which carried a trick illusion tied in with copy on the attraction, theatre name and playdates. A tieup was consummated with Davis-Paxton, resulting in that department store using a Here is a street ballyhoo promoted by Marlowe Conner, manager of the Capitol theatre, Madison, Wis., which not only attracted attention to his engagement of "Hotel Berlin" but also drew considerable comment from pedestrians. 7« See a Strange. 1Uu4Caa . . . 6oUC t£i4 fiapci flat ■ . . eueit uiU& <p>wi etfei fftttf uiAtf you too& at it . ct'd t6e BEST SHOW IN TOWN! WORLD PREMIERE KDg &hanqe Ittusion LEON FROMKESS PRODUCTION STARTS .THURSDAY, APRIL 5th RIALTO THE MAN WHO READS THE FUTURE OF THE HOLLYWOOD MOVIE STARS EXTRA! ADDED A TTIt ACTION! ON STAGE IN PERSON "NOUVELL" % HE'LL AMAZE YOU S, Trick herald, used by manager Bill Murray i promote opening of "Strange Illusion" at tl Rialto theatre, Atlanta, created optical illusic until paper was held 'flat at eye level. quarter page co-op newspaper ad and a fiftet minute radio broadcast devoted to the pictui with theatre credit. Display ads used on the classified pages caj ried copy : "Thousands of 'sitters' wanted stay with the baby while the rest of the fami I attend the world premiere of 'Strange Illusioi at the Rialto theatre — Apply at any Atlanj home." A special front appealing to the women's ii terest in dreams, and special window display rounded out the campaign. BELLE OF THE YUKON The Broadway engagement of "Belle of tl1 Yukon" had the advantage of a typical ball; hoo advance campaign put on by Ray Connc manager of the RKO Palace. In keeping with the Klondike atmosphere, 7-foot giant was engaged as barker and dressi in a flashy outfit suggesting an oldtime sho\ man. The Alaskan angle was further helped by display of old maps of that territory supplii bv Fred Tracy, assistant manager, who was tl first man to exhibit films in the lush Alask: gold country. He, at that time, chumm around with Robert W. Service, then a bai clerk writing poems as a side line, and Ale ander Pantages, who was shortly to forsake 1 job as a waiter to eventually become a theat tycoon. A doubles contest was held to select the g most nearly resembling Gypsy Rose Lee,' st of the picture. These extra stunts, aided by an impressi outside display, resulted in over-average bu ness for the attraction. i 52 MOTION PICTURE HERALD, APRIL 7, I*