Motion Picture Herald (Mar-Apr 1945)

Serial Gets Big Build-up By Phil Katz Reported as proving highly gratifying was the campaign put on by Phil Katz at the Warner Kenyon, Pittsburgh, which was built solely around the inauguration of a Saturday serial "Brenda Starr, Reporter." This was hinged to a series of Saturday serial-cartoon afternoons and got underway with an especially appealing advance trailer put on the screen three weeks in advance of the opening. The trailer carried the following information : 1. The Kenyon Theatre's New Kiddie Klub. 2. The fact that four cartoons, a chapter, News, two features and short subjects would be shown weekly. 3. 25 special gifts to be given away each week by four cooperating merchants and 4. The Grand Award a two-wheel bicycle to be given at the end of the serial's run. Other steps, which brought close to 800 members the previous week and 600 additional the following, included distribution of 1,000 "Who is She" circulars promoted costless. Three teaser stunts were used in the lobby, theatre front and street : A "lift the lid and see" box; an appropriately labelled print can with "Not to be opened until Brenda Starr comes to the Kenyon" etc. was utilized and a youngster paraded the sidewalks with individually lettered blocks with the name "Brenda Starr." He'd stop frequently and put the blocks in the right order, as crowds assembled, he'd place all the blocks in order and then turn over a card with appropriate tieup copy. Distributes Membership Cards; Gets Fountain Plug The creation of a special fountain treat "The Brenda Starr Sundae" was promoted: 1,000 "How many words can you spell from Brenda Starr" circulars were promoted for distribution and passes were awarded to the originators of the longest lists, taken or mailed to the cooperating stores. On the opening day, Katz presented each kiddie with a special membership card. Every member attending all showings of the serial receive a three by five Silvertone Mounted Miniature photo through the courtesy of the Kenyon Photo Studios. Various other merchants came through with birthday awards and the opening was tied in to the inauguration of the Red Cross campaign and on the first Saturday members were asked to aid the collections through the audience and distribute special Red Cross booklets. Co-op Tieups Herald Taylor's Date on "St. Louis" Charles P. Taylor, ad head for Shea's Theatres in Buffalo, N. Y., for the engagement of "Meet Me in St. Louis" at the Great Lakes theatre, really went to town on his promotion of cooperative ad pages. A four-column of was promoted from the J. N. Adams store; while a double truck was landed from Sattler's, which featured various cuts of Judy Garland, Tom Drake and Margaret O'Brien along with picture copy and playdates. The Jahraus-Braun Company also came through with a full page ad and Whiteman's, Denton, Cottier & Daniels, and Howard's used two-column ads. Numerous window displays were also promoted from the cooperating merchants with profuse use of stills and picture copy. News The Selling Approach j ON NEW PRODUCT [The material below reflects press books now in preparation and represents the point of i of the distributors' exploiteers about the selling points and special merit of these pictures.] THE UNSEEN (Paramount): Title of this n^ystery drama is the cue for various co-op ads with dealers of products which give "unseen" service, such as: "Sherwin-Williams Paint gives you Unseen guardian against the elements", "The Automatic Fireman .is your Unseen protector against coal waste", etc. With prominent theatre mention, this form of advertising will help to sell your attraction. Local merchants can use this adaptation: "The vitamins in our salads are Unseen, but you'll know they're there", etc. Insurance and bank advertisers may also tie in with this angle on blotters, booklets, displays or newspaper co-ops. A novel teaser ad away from the regular display page could read: "Does your skin break out in Goose Pimples? Experts warn of a citywide epidemic caused by the new screen thriller . . . ", etc. Book tieups are a good possibility, since the picture is an adaptation of the novel, "Her Heart in Her Throat", by Ethel Lina White. Line up the window and counter displays and use bookmarks for library and school distribution. An attractive lobby display can be built economically, using a compoboard house lettered: "This is the house of fear where an evil spirit is hidden." Display a blow-up still in each window with the stars of the film and tie-in copy. Another effective display can be arranged with clues to the solution of the murder mystery. The exhibit should include a toy elephant, doll's house, a half-dollar, a watch and a 'phone instrument. Card will read: "Unseen by his victims, these items bring death as the invisible killer strikes agair "Unseen". MOLLY AND ME (Twentieth Century -F Advertising will of course stress the tr star names, Gracie Fields, Monte Woe and Roddy McDowall. Music tieups are in line with the explc tion campaign. Miss Fields has made a spe Decca Album to head your promotions. V dow and counter displays can be arranc and there is a chance to land a Gracie Pit Salute broadcast featuring her records in c nection with your playdate. Contact l( defense plants which have a public add system to utilize records during lunch recreation periods. The Woolley beard has long been a tc of humor with movie fans. Work up inte through a newspaper sponsored contest find the localite with the most luxurious be, The inquiring reporter might cover the to\ bearded celebrities and get stories on 1 they grew their beards. Servicemen can tied in with this device, since there are m youngsters who have not shaved since jj ing the Service. Roddy McDowall's presence is a tip arrange for still displays and notices on letin boards of Youth Centers, and you mi set up radio spot announcements and co promotions on local programs aimed juvenile listeners. The antics of a trained puppy in the suggest a street ballyhoo that will draw ati tion. Use comical-looking dog with a reading: "Gracie Fields and Monte Woo are making me lead a man's life. See 'M and Me'," etc., etc. stands used tinted cards calling attention to the opening; five and dime imprinted paper napkins for use at lunch counters and A. S. Beck also used an imprint with cuts on paper bags distributed to customers. Press Interview with Iturbi Arranged for "Millions" George Freeman at the Poli theatre, Springfield, Mass., reports on a campaign put over by his assistant Sam Horwitz in connection with the date on "Music For Millions." A press interview was held at the theatre tieing in Iturbi's concert at the Springfield Auditorium with the showing of the film. Pictures were taken back stage at the Auditorium of the maestro looking at the press book, these good for breaks in the local papers. The front page of the Auditorium program carried the following plug: "Mr. Iturbi stars in 'Music for Millions' opening at" etc. Special art was planted in all local papers before the concert, on the day of the concert, before the film opening and during the run. Three-inch circle cards were used in all music stores on the outside of all packages plugging the concert and film. Numerous stores came through with window and counter displays plugging the attraction. Girls Have Pictures Taken With Crosby and Tufts In conjunction with the showing of "H Come the Waves" at Loew's Park thea Cleveland, Abe Ludacer arranged to hav< photo-machine available in connection wit] snapshot stunt. A sign carried this infon tion : "Girls, have your picture taken v Bing Crosby or Sunny Tufts." Cutouts of stars were used. Window displays were promoted and mi recordings and sheet music featured toget with playdates, cast, etc. Sparrow Promotes Radio Static For Newscasts Direct from Sta< Boyd Sparrow at Loew's theatre, Indi apolis, Ind., recently made an effective ti< with Radio Station WIBC, Mutual Outlet, that city for a direct wire bringing the lat news to his patrons each evening. At the finish of the newsreel each night, local announcer gives two minutes of the hoi news from the WIBC newsroom. Since [e Indianapolis News owns the station, Boyd p'suaded the newspaper to run a gratis ad pi ging the news broadcast. The result wa: three-column ad. S2 MANAGERS' ROUND TABLE, APRIL 14, I ■5