Motion Picture Herald (Jan-Feb 1945)

^trong Campaign ^l^or " Years \ "Impatient Years" was given a blanket exiploitation campaign by the Malco theatre in Memphis by Elliott Johnson with lobby displays consisting of the following : 5 ft. x 40 ft. overhead in colors two weeks in advance. ■Five panels composed of stills and picture copy displayed in front lobby week in advance. Two 40 X 60 displays in lobby, and one 40 x 60 display used on outside, two 30 x 40 displays and one-sheet display in lobby. Radio transcriptions were used on stations WMPS, WREC, WMC and WHBQ. These started Sunday before opening and ran through playdates. Malco theatre has a news comment daily program as a sustaining feature and the picture was given minute-and-a-half plugs daily during current run. Malco also has a piano music 30-minute program every Saturday afternoon over WMBS which plugged the film. Extensive Newspaper Campaign A 1,100 line co-op newspaper ad campaign was used besides the theatre's regular newspaper advertising campaign. Mike McGee, amusement editor of the Commercial Appeal plugged the picture in his Sunday column before opening and George Bugbee ran a special art in the Press-Scimitar opening day. Twenty-five "streamliners" were placed in downtown store windows. A large sound truck, with six and three sheets posted on the rear of the truck, was used, visiting all defense plants in the area. LETTER FROM REAPER I've read with pleasure the Round Table pages for many months. I have found them quite helpful in many instances and I sincerely hope that it may enlarge its contents weekly in the future. Please accept this letter as my request for membership in this association as of this date. This week, I was overjoyed to see that movement is afoot in small town operation to welcome our servicemen home on furlough. Only too soon will their prominence fade after they return to civvies and to offer them the home movie as a bonus for the sacrifice they are making and the excellent job they are doing is a favor they may not forget. The LaFayette, Alabama, Junior Chamber of Commerce deserves a "hats off" for their program of financing soldier admissions. It would be well if promotions such as this received bold face type. The Strand here in Marshall pioneered in this field and since 1941 has admitted all servicemen without charge through the courtesy of B. J. Curry, its owner. I think all exhibitors, who, individually or together with outside aid, make this privilege available to our servicemen, deserve a real salute. — HOMER H. NEWMAN, Strand theatre, Marshall, III. Holds Jitterbug Contest Much excitement was aroused recently over George Kraska's jitterbug contest which was held in connection with the engagemeht of "Sensations of 1945" at Loew's Orpheum theatre, Boston, Mass. Tinted contest blanks were distributed, featuring a cut of Eleanor Powell, and prizes were awarded to the winners. Rogers Exploits 'Together Again ' John F. Rogers, manager of the State theatre in Harrisburg, Pa., executed a campaign for "Together Again" which resulted in a holdover engagement. Following a suggestion in the press book, he contacted the advertising department of Pomeroy's Dept. Store, secured a fqll window featuring the new Irene Dunne hats, and three-quarter page ads in the News Patriot and the Telegraph plus four banners on the Harrisburg News agency trucks. 100 tack cards on the outside of all Harrisburg buses, 5,000 heralds were distributed and ten streamline displays were featured in downtown shops. One hundred Bond stickers, tied in with the sale of War Bonds were distributed with the cooperation of the Treasury Department and 50 one-sheet window cards displayed in various shop windows. A special eight-sheet board with blow-up of Dunne and Boyer and twenty scenes were displayed in the lobby with baby spots on it, three weeks in advance. Neon lighted 40 x 60's were displayed in foyer and a 20-foot hanging sign two weeks in advance. Increased ads in all newspapers were used and Walter Winchell's orchid, "As Exciting as a Stolen Kiss" stressed in all ads. Ten spots were used on WHP and 20 on WKBO. The Irene Dunne hat was featured on the fashion page of the Harrisburg TeU' graph and the contest suggested in the press book was run by the same paper, ten pairs of guest tickets going to winners. All papers used mats and stories before opening. JOHN MACK BROWN A SENSATION IN A POWERFUL DRAMATIC ROLE! One of the many screen favorites, including Gale Storm, Sir Aubrey Smith, Conrad Nagel, Mary Boland, Frank Craven and Johnny Downs, in 1945's great emotional srhash! COMING SOON FROM MONOGRAM! MARY BOLAND MORE LOVABLE and AMUSING THAN EVER! One of the many screen favorites, including Gale Storm, Sir Aubrey Smith, John Mack Brown, Frank Craven, Conrad Nagel and Johnny Downs, in 1945's first great dramatic hit! MANAGERS* ROUND TABLE. JANUARY 6, 1945 COMING SOC