Motion Picture Herald (Mar-Apr 1945)

Exploiting the New Films How the recent pictures are being sold the first run and pre-release date showii THE UNSEEN With manager Arnold Gates handling exploitation and Ed Fisher, Loew's local publicity director handling the newspaper details, a comprehensive campaign was put on in connection with the engagement of "The Unseen" at the Stillman theatre in Cleveland. A series of teaser trailers was used at the theatre well in advance of the opening ; cashiers and ushers told patrons of the theatre that "shriek week is coming — watch for 'the Unseen,' " and Sidney Andorn's "Column of the Air" plugged the attraction over WGAR by tying in the sponsor's product with the title : "The Unseen is coming to the Stillman theatre starting Thursday. But Erwin Brew is not among the urteeen. Look for the labels on the tables, etc.". Burt's department store program over WCLE likewise tied in theatre plugs stressing the "see" angle of merchandise offered for sale in contrast to the picture title. Standee cards depicting a shadowy character holding a sign with still and copy were prepared by the art department. Twenty of these were spotted in prominent locations and store windows including the Statler Hotel Florist. Art and readers were obtained in the local dailies with a special break in the Cleveland Heights Press. Marshall's Drug Fountain used mirror strips stressing "the Unseen" vitamins in their special malted milks with full theatre credits. For the current run of the film a false front was constructed to cover the regular frames with appropriate illustrations and copy emphasizing thrills, suspense and mystery. A 40 by 60 "A" board at the curb also attracted attention to the film and a 24-sheet was posted on the sidewalk which drew unusual attention. Current snipe signs read "Now Thrilling" instead of the customary "Now Showing." Twenty-four sheet pasted to" sidewalk in front of the Stillwell theatre, Cleveland, was seei 25,000 passersby, according to Arnold Gates, manager, and proved strong attention-get tc ^ current attraction, "The Unseen".. COUNTER-ATTACK A timely radio tieup coincidental with the Allied attack in Western Europe made for excellent publicity in connection with the world premiere of "Counter-Attack" at the Warner theatre in Worcester, Mass. Manager Al Davis, representing the theatre, and Abe Bernstein, field exploiteer for Columbia Pictures, arranged the tieup in cooperation with Station WAAB. By direct wire from the radio station, hourly news flashes were broad Tieup with radio station WAAB in conjunction with the premiere of "Counter-Attack" at the Warner theatre, Worcester, Mass., resulted in spot news broadcasts from theatre lobby. Display plugging the novel promotion carried bulletins on progress of Allied attack on the western front. Picture and theatre credits followed each broadcast. 52 cast from the theatre lobby giving detail the attack progress on the world battlefields Three hundred posters advertising the ture were posted in Worcester war plants Sr. Lt. Ijor Poletaev of the Soviet Army dressed war workers at the American Steel Wire factory relating his war experiences frequent plugs for the film and theatre cr The lieutenant was also interviewed by press and over station WAAB resultin; excellent publicity breaks from both sources. Filene's Department store used a full dow display of captured war material equipment with 40x60 display and scene from the film. The Max Factor tieup resulted in wirfl and counter displays which were set with Npj berry's and Liggett's. Previous to the opening a 1500 line nl'sl paper advertising campaign heralded the |c| ture premiere and the film was ballyhooed It in advance and currently with radio spoti'n nouncements over WAAB, WORC in WTAG. Special transcriptions were also jU with picture credits by Quentin Reyn<:i?j John B. Kennedy and other well-known rim commentators. DELIGHTFULLY DANCERO! An extensive advance radio campaign h lighted the opening of "Delightfully Danger; at the United Artists theatre in San Fran under the guidance of Cliff Geissman, city ager for the Blumenfeld theatres, there. Spot announcements and free radio p punctuated the campaign over the facilitie Stations KPO, KGO, KQW, KFRC, KS C KYA and KJBS. One-hundred-fifty 6-sheets were posted n< car cards were used on the city trolley f »; Night clubs and hotels featured song hits f! n the production and window displays were ranged with music stores. MOTION PICTURE HERALD, APRIL 21, -i