Motion Picture Herald (Mar-Apr 1945)

★ ★ ★ ★ ★ ★ ★ ★ ★ ★ Practical Ideas for Showmen To Develop for Promotion Here are some practical ideas and suggestions which can be developed by theatremen for use during the Seventh War Loan drive. They have been gathered from the press folio provided by the War Activities Committee and include timely reports on what other showmen expect to do by way of promotion during the forthcoming drive. Bond Campaigns Of Proved Worth [Continued from page 14~\ ourt or "'picked up" were asked in advance icw much they would purchase. Local lawyers efended and prosecuted defendants and the ury was chosen from the spectators. Persons icked up by the squad cars before 12:30 were eld until trial time and put on "public exhibiion." Each Bond purchaser received a guest icket to the Bond premiere. .OBBY DISPLAY P. J. Crowley at the Bellevue theatre, Cenral Falls, R. I., tied in with the local high chools and displayed a torpedo in the lobby of is theatre, the goal there being the purchase f sufficient Bonds to permit the purchase of our torpedoes. Mr. Crowley promoted rallies li over the city with girls on hand to handle he Bond sales in the lobby. tCHOOL TIEUP Leo Peterson, in Rapid City, S. D., engaged n a county-wide endeavor which included every hild in the area as well as teachers and memers of the school board. Pressure was exerted d get youngsters to bring their Stamp books nto the theatre, which were converted into Jonds. A free admission ticket went to each tudent purchasing a Bond, regardless of the ize of the Bond. The pupil in each grade selling the largest umber of Bonds was presented with a 30-day ass, which included admission for one parent, ["he child selling the greatest number of Bonds n each school was presented with a $25 Bond nd the over-all winner in the county won a [Continued on following page\ tAM DAVIDSON, manager of the Oceana theatre, Brooklyn, N. Y., enlisted local service c/ubs, patriotic organizations, Parent Teachers Associations and other groups to sell War Bonds and credited each on this novel display board which ie erected in the lobby. The Rosenfleld photo of the Marines planting our flag on Iwo Jima might be the basis of a stage tableau in those theatres having stage shows. Use members of the cast, or soldiers, to enact this scene. For further attention a giant lighted candle could be set up in the lobby, the idea being for people to guess the time when the candle will burn out, with a Bond as prize for the nearest correct guess. In order for patrons to enter the contest, a Bond must be purchased for each "guess". Each purchaser is presented with an entry card on which to write his name, address and guessed time. Set directly into the home through a tieup with your local milk dealer via bottle collars for use on milk bottles delivered house-tohouse. Copy on these collars to read: "The Blank Milk Company is cooperating with the Blank theatre in the Seventh War Loan. Buy your Bonds at the Blank theatre . . . keep buying Blank's Milk." The cooperating company might also banner the sides of its trucks with one-sheets carrying the same message. Children could be organized as Bond salesmen by lining up the local leaders and appointing them Chief Rangers with buttons, tags and credentials. Then lay out the town into sectors, giving each Chief Ranger and his crew of Junior Rangers a sector to "invade". The idea would be a bell-ringing, house-to-house campaign, with each crew of Rangers in competition with other crews, winners to get tickets for some Saturday show. Or, the children could be divided into three armies — the Reds, the Whites and the Blues — with an equal division of territory, and then sent out to invade the neighborhood. Contact local merchants and promote various prizes to be auctioned on a special night. When enough prizes have been accumulated, put them on display in the theatre lobby with appropriate signs attached to each article. A professional auctioneer can be obtained for the special Auction Show, admission to which is by Bond purchase only. By contacting the local War Finance Committee or veteran organizations a display of captured Axis war materials could be gathered for lobby display purposes. On the opposite side of the lobby, equipment that our boys are using could also be featured. Tag the U. S. material to show the cost of each item in dollars and cents. The United Nations girls' groups or AWVS could be organized into Commando units and on designated nights have them "raid" local night clubs, restaurants, hotels, terminals and other places, selling Bonds. If the police could be tied in, they could transport the girls from place to place in police cars or Army jeeps. For sock-attention, a lifesize dummy of a Jap could be utilized, and have him planted next to a large sign with copy: "Buy this Jap a Hara-Kiri Kit. Pearl Handle Dagger, $44.50. Velvet Kneeling Pillow, $9.98. Handy Enamel Basin, $20. Genuine Turkish Towel, $0.52. Total, $75." Since Decoration Day falls practically in the middle of the Seventh War Loan drive, turn it into a Dedication Day, using such copy as: "Decoration Day is Dedication Day, a day when we, the people, dedicate not only our hearts but our strength and resources to the quick and final end of the war. Speed total victory. Dedicate this day by buying an extra Bond." This could be used in ads, on the screen, in the lobby and possibly sold to newspaper editors. Junior Bond Brigades might easily be arranged, tying up with schools and children's organizations. Cards printed and given to each child who either purchases or sells a Bond might carry copy as follows: "The boy or girl holding this coupon who buys, or is instrumental in selling, a War Bond at the Blank theatre will be entitled to one free admission, good until June 30, 1945, upon presentation of this coupon at the time the Bond is purchased at the theatre. Help Speed Total Victory." Competition in the locality might be used to find the local boy and girl selling the greatest number of Bonds, and then crown them "Junior Bond King and Queen" with appropriate ceremonies on stage. Merchants could be tied in with outfits or appropriate prizes promoted for the winners. Neighborhood school support might also be enlisted, and arrange for classes to compete in selling Bonds, with passes offered to the winning class. A kiddie premiere is always good, with the special show held in the early morning. Each child would be admitted free either by the purchase or sale of a War Bond — this, of course, to be well advertised in advance. MOTION PICTURE HERALD, APRIL 23, 1 9<5 23