Motion Picture Herald (Mar-Apr 1945)

Exploiting the New Films How the recent pictures are being sold the first run and pre-release date showin EARL CARROLL VANITIES Ralph R. Batschelet, manager of the Paramount theatre in Denver, Colorado, put over an excellent campaign which resulted in good business on his engagement of "Earl Carroll Vanities". The campaign was highlighted by a special front, excellent window display tie-ups, and newspaper publicity, with particular emphasis on Tommy Ivo, a youngster born in Denver, and Woody Herman, both featured in the picture. The front was done in pastel colors using corrugated paper, corrugated tubes, lots of flitter and relief letters. Special blowups were made of Denver's own Tommy Ivo and the dancing girls. The six song hits were listed on the boxoffice, and Woody Herman was played up big. A special 40 x 60 in cut-out letters in flitter was used in the lobby in advance of the opening and later moved to the Knight-Campbell Music Company for an outstanding window display. Fourteen oth'er window displays were secured, all of which utilized 11 x 14 stills, with playdates and theatre credit. Lobby Display Attracts Coins For Red Cross Drive A special lobby display utilizing a Cupid's Wheel machine attracted attention to the picture, with receipts (in pennies) going to the Red Cross. Patrons were invited to "Test Your Love Life Here," the display including cut-outs of a "Vanities" beauty and Tommy Ivo. In addition, an overhead display in the lobby tied in the film and the Red Cross. The catch line used throughout the campaign was "Every Girl a Beauty, Every Song a Hit, Every Minute a Pleasure". A special display was set up at the Jimmy Gallagher School of Dancing where Tommy Fleet of Royal Crown Ccla trucks, carrying banners to promote "It's A Pleasure" at Keith theatre in Boston, proved effective ballyhoo for J. J. King, publicity director for R theatres in that city. Ivo received his dance instruction. More than 2,000 extra tickets were sold through this tiein. The Tommy Ivo local angle was played up in advance stories and display ads, with excellent placement. A review, with art, by Denver Post critic, Betty Craig, appeared in the March 15th issue. Newspaper advertisements highlighted the catchline as well as "Western Premiere". Five-minute transcriptions were used on Stations KFEL, KMYR, KOA and KLZ, and these radio previews were heralded by newspaper advertisements featuring Woody Herman and His Band of the Year. Other radio coverage included spot announcements, special plugs on Station KMYR in connection with Tommy Ivo, and a promotion stunt over Station KOA. The latter station an ■■■■ This attractive front was used at the Paramount theatre in Denver, Colo., during the western premiere of "Earl Carroll Vanities". 50 nounced various names which were taken fi the 'phone book at random and read over air. If a response was received within minutes, the callers received complimentary missions to the Paramount. IT'S A PLEASURE Every possible medium of advertising ; exploitation was engaged by James J. Ki publicity director for the RKO theatres in B ton to promote the engagement of "It's Pleasure" at the Keith's Memorial theatre that city. The appearance of Michael O'Shea, star the film in Boston, coincident with the pictui engagement resulted in excellent newspa publicity and interviews over three major ra outlets. Well in advance of the opening, King u a lobby setpiece and landed story and art bre; in the Boston and suburban newspapers, employed teaser ads a week in advance, pos two-sheets on all subway and elevated static and promoted free radio time on Static WCOP, WORL and WMEX. He obtained an advance break in the ro gravure section of the Sunday Herald, fash breaks in all the Boston dailies and secui picture listing in the weekly amusement gui< furnished to hotels. A tieup was effected with Royal Crown C resulting in a fleet of eighteen trucks carryi banners with tiein copy and theatre plug, t large co-op display ads and four radio ; nouncements spotted on network programs. Special 14 by 22 insert cards were spot in leading music shops, cosmetic stores a department stores, and banners and valan were used on the theatre front during the a rent run of the picture. Unusual publicity breaks were obtair through Michael O'Shea's appearance at I Miles Standish camp hospital, his visit to 1 mayor's office, which netted a two-column brc in the Daily Record, and interviews with pr representatives and radio commentators. King also obtained a neat plug for the attr; tion by tying in with Lux soap ads curren running in the Boston papers, featuring Soi Henie, star of the film. MANAGERS' ROUND TABLE, APRIL 14, I'