Motion Picture Herald (Jan-Feb 1945)

The Selling Approach ON NEW PRODUCT [The material below reflects press books now in preparation and represents the point of view of the distributors' exploiteers about the selling points and special merit of these pictures."] THE KEYS OF THE KINGDOM (Twentieth Century-Fox): An outstanding cast of popular stars and tne fact that this is the screen adaptation of A. J. Cronin's best selling novel <are two approaches to your campaign. Play up the book angle and go after tieups and co-ops with lending libraries, book shops, and a book ballyhoo will attract plenty of attention for you. The author is sufficiently well known to warrant a contest through schools or libraries for ■the best essay on "Why A. J. Cronin Is My Favorite Author". Possibly some one in your community knew the author personally, which ■will make a good newspaper story. In conjunction with the showing of the film, sponsor a" local Book Drive, contacting or■qanization groups to collect books and other reading material for nearby Army Camps or hospitals. Offer special copies of "The Keys of the Kingdom" for donors contributing the greatest number of books and invite them to be your guest at the theatre. Play up Roddy McDowall, who recently won ihe Motion Picture Herald exhibitor's poll as the Screen's No. I Star of Tomorrow. His presence as well as that of Peggy Ann Garner in the cast can be capitalized through promotions and tieups with merchants featuring children's clothing, sporting goods, etc., etc. Contact the Chinese War Relief Agency ■for assistance. They can supply you with mailing lists to subscribers, special display mal-erial for lobbies, store windows, and etc. BELLE OF THE YUKON (RKO Radio): Despite fhe title, this is musical with plenty of comedy and romance. Ad layouts are very good, stressing the musical background and the featured stars. Lithos will be found colorful and effective for display use. Get after the music tieups with local orchestras, juke boxes and music shops. If you have a clever sign shop you can make a novel display by building a totem pole, using heads of the film's stars. This can be in Ift-ight colors and should attract plenty of attention. As an advance teaser stunt, dress up an usher as an old prospector with a pup tent, artificial camp fire, lantern, sleeping bag, and maybe a couple of dogs. Use a placard tieing the exhibit in with the picture. For street ballyhoo, a dogsled should be excellent if one is available, or the prospector character leading a burro around the streets will go well. Radio Coverage Aids Groom On "Song of Bernadet+e" To usher in his date on "Song of Bernadette" at Loew's State, Memphis, Tenn., Arthur Groom promoted radio announcements on Stations WMC, WRED, WHBQ and WMPS. 10,000 imprinted napkins were distributed to restaurants and drive-ins and a photograph of ■"Bernadette" was distributed to Bond buyers. Special window displays were landed; car cards and window sheets prominently displayed and a special showing was held for Catholic school children. operation of the Grand theatre, we have inaugurated 'Staff Week'. During 'Staff Week', all features and short subjects are the selection of the Grand theatre staff. It is gratifying to see the splendid job they have done. Sunday through Saturday they have selected a well-balanced program of entertainment that should please everyone. Look below at their selections and don't miss a single one of these outstanding features. Hugh Haynes, Manager." Charninsky Constructs Giant Front For "Delinquent Daughters" Most effective and visible from a distance of a block was the giant front constructed by Louis Charninsky of the Capitol theatre, Dallas, for "Delinquent Daughters," with giant cutouts atop the marquee. Blotters with copy on the front, "The Diary of a Delinquent Daughter," etc., were distributed at banks and 'office buildings, and paper towels used in the lounges were imprinted with picture copy and playdates. Staff Week Celebrated Theatre Group Cox Gives "Went Away" Advance Teaser Campaign Five days in advance of "Since You Went Away" at the Kentucky theatre, Lexington, Ky., Bob Cox started his teaser campaign with a quarter page ad the day before opening and extra space on opening day. Bob also plugged the regular admission angle heavily in his ads. Radio coverage was ample, counter and window displays were promoted in music and book stores ; six sheets planted in hotels and roto heralds with merchant's ad on reverse side covering cost were distributed widely. By Hugh Haynes, manager of the Grand theatre, Rocky Ford, Colorado, recently instituted what he called "Staff Week" at his theatre. Cuts were run in the local paper of the entire staff, together with their positions. Copy over the ads read: "To encourage our employees to take a more active interest in the Clough Hosts Veterans A good-will stunt recently employed by H. S. Clough at the Strand, Alameda, Cal., was a special show to which the Round Tabler invited wounded veterans from a nearby hospital. Drivers from the Red Cross Motor Corps were enlisted to transport the boys to and from the hospital, and refreshments were served after the show at the Veterans' Memorial Building, through the courtesy of the American Legion Post. Photos were taken for newspaper coverage. Holds Screening For Service Men Dalton Burgett, proprietor of the Regent) theatre, Dunkirk, New York, put on a verM successful exploitation campaign for the en-| gagement of "When the Lights Go On Again'! and "The Great Mike." In addition to extra newspaper space, Mr. Burgett utilized 40 x 6C blowups of various newspaper and magazine articles dealing with the problem of the return-j ing veterans which is the theme of the picture As guests on opening night were officers o the American Legion, Veterans of Foreigi Wars, as well as civic personages. In addition all service men home on leave for the holiday; were invited to attend. Jimmy Lydon, wh( plays his first dramatic role in "Lighte," sen a personal letter expressing his pleasure oi having that picture selected as the New Year' week attraction, and this was also blown uj and put on display in the lobby along with ai autographed picture. For "The Great Mike," Mr. Burgett of fered a brand new boy's bicycle as a prize in contest for the boy most resembling Buzz; Henry. The campaign also included jumb throw-aways and carefully spotted windov cards and the net result was well over averag business. Sutter Enlists Newsboys To Help Sell "Janie" In advance of "Janie" at the Latonia the atre, Oil City, Pa., Lee Sutter and his assis tant, Lucelia Palmer, arranged to have news boys while on their route call "Janie, the G. 1 Girl is coming to town." Three days befor opening, these same boys distributed handbill plugging the special admission tickets witl "Janie" copy. Two days ahead these boys soU the tickets on the streets. On the opening day five newsboys riding around town each had title letter on his bike. Window cards were planted over the entir) area and Lee changed the color of his lamping on the marquee to high wattage bulbs carrying out the colors in red and white. On the nigh of the premiere, the high school cheer leader! appeared on stage where they gave their pej cheers and ended up with rahs for "Janie." Fowler Contacts Granges For "Post War Farms" Jerry Fowler at the Geneva, Geneva, N. Y, put out a mailing card with a three-way plug one for the MOT Post War Farms, one for hi| feature, and one for the coming "Wilson." TW "Post War Farms" plug got rural patrons wh^ hadn't been in in a long time. For "Post War Farms," Jerry also contacted various Grange organizations, Co-Op Leagues Young Farmers, and these all gave him coop eration in putting this timely short over. Th, secretaries of the various clubs contacted thei members, used pamphlets, had it on their bu^ letin boards, etc. Paulmier's Program Messages Gerald M. Paulmier at the Maplewood thea tre, Maplewood, N. J., uses the back cover o his house programs for institution copy anj local information which he feels will be of in terest to his patrons. Recent messages included in Gerald's pro grams included War Bond copy, Spar recruitj ing plugs, Christmas boxes for servicemen, etcji etc. 56 MOTION PICTURE HERALD, JANUARY 20, 194