Motion Picture Herald (Jan-Feb 1945)

'Romance ^Manual Used at Schools Through the cooperation of the Chamber of 'ommerce and the Junior Chamber of Comlerce, Mrs. George Schwartz at the Capitol heatre, Dover, Del., succeeded in having all windows and stores made available for the remiere of "American Romance." Decorations rere displayed throughout the city and these rganizations were represented on the opening ight. Federal, state, county and municipal ofcials also cooperated and attended. Premiere invitations were mailed out to govrnment officials, newspaper editors and theatrefien throughout the state and a cocktail party nd dinner was held prior to the opening at ^hich the governor and state dignitaries were resent. The Dover Highschool Band presented concert^ in front of the theatre. "Romance" manuals were delivered to grade :hools ; 5000 heralds were distributed by city aper news agencies and at local schools and OO Brian Donlevy autographed 8 by lO's were istributed to ladies attending the showing, 'he premiere was described in all ads and leatre marquee as the "Delaware Premiere" nd "First Showing in the State." Large ads /ere taken in both Wilmington papers. itallman Lands Tie-up )n "Casanova Brown" "Casanova Brown," at the Astor theatre, heading, Pa., got off to a big start through a ublicity tie-up arranged by J. Lester Stallman, lanager, with the Pomeroy department store. L series of window displays, with "Casanova" stills and cards suggested the "brown motif" in shoes, women's coats, and other autumn merchandise. Inside the store, the term, "Casanova Brown," appeared on labels and signs in many departments. The tieup was such a success that another Penn Street store offered Stallman a similar label and display picture tieup in some of its women's wear departments. Women's and girls' suits, shoes, underwear, and other lines in which brown coloring appears this fall were used in the tieup. Radio Contest Arranged by Pollock for "Romance" Radio coverage for Les Pollock's engagement of "American Romance" at Loew's in Rochester included a contest over WSAY whereby 100 guest tickets were given to the first 100 persons writing letters on "Why I am proud to be an American." The contest ran for three days. Spot announcements were used on all three stations. Schools were contacted for the placing of placards on all bulletin boards and pupils were invited to write essays based on "What America Means to Me." Special heralds were distributed at schools, factories, etc., and displays landed in Edwards Department Store, Forman's, etc. Lands "Open Road" Windows For "Song of the Open Road," Gertrude L. Tracy at Loew's Ohio theatre, Cleveland, landed several window and counter displays in a tieup effected with the Woolworth Company. A tieup with the Wurlitzer Music Shop also resulted in a window display, while SO Royal Crown trucks were appropriately bannered and the company placed tack cards in locations where they sell the soft drink. Kiddie Prevues Aid Bond Drive Milwaukee and Wisconsin motion picture theatres have mobilized their forces to help push the Sixth War Bond drive over the top. A program of special events has been arranged, by Harold J. Fitzgerald and A. D. Kvool, state and county chairmen, respectively, of the -War Activities Committee of the industry. Free movie days, bond premieres and special children's bond premieres, all of which proved highly successful in the Fifth War Bond campaign, will again be utilized. All Milwaukee county picture theatres held a free movie day on December 7 in commemoration of Pearl Harbor. No admission was charged at any performance that day but no one could get in without buying a Bond. The children's premieres inaugurated during the last Bond drive were repeated. These premieres held on different days designated at the various theatres, usually on a Saturday morning or afternoon. Promote Memberships to YMCA on "Bathing Beauty" As part of his campaign for "Bathing Beauty" at the Enright, Pittsburgh, Lige Brien promoted 30 free memberships to the YMCA. The stunt was advertised from the stage by a member of the "Y," who addressed the children and explained the opportunities that membership offered. Spot announcements were also had over WWSW. A display was had in the lobby of the theatre and the Club. ,«vorHes. ■""^^ Nag Sir Bold' COMING SOON FROM MONOGRAM! Sir AUBREY SMITH AT HIS GRUFFEST AND GRANDEST! One of the many screen favorites, including Ga/e S\orm, John Mack Brown, Frank Craven, Mary Boland, Conrad Nagel and Johnny Downs, in 1945's first great dramatic triumph! tANASERS' ROUND TABLE, JANUARY 6. 1945 55