Motion Picture Herald (Jan-Feb 1945)

STRONG "VICTORY" TIEUP PUSH ARMY RELIEF ANCLE Reports Denote Cooperation of Military, Civic, Press and Radio Sources Indicative of the fine promotional angles in connection with the showing of "Winged Victory," theatremen everywhere are extending themselves to the limit to take advantage of Army and merchant tieups, in addition to allout support from civic officials, the press and radio. In Springfield, Mass., manager George Freeman at the Poll theatre, cashed in with attractive window displays promoted from book shops, department stores, Coca-Cola dealers and music stores. Newspaper co-ops were garnered through the Coca-Cola tiein and a beauty salon came through with similar advertising. Extensive publicity breaks landed in all four Springfield newspapers included a human interest story concerning a small local boy who plays a role in the production. Out of town and suburban papers also gave the engagement of the attraction full coverage. The Chamber of Commerce mailed letters to all its membership urging the merchants to cooperate with the theatre in exploiting the film. The picture played a day and date engagement at the Music Hall and Paramount theatres in Seattle. Vic Gauntlett, publicity director for both houses, worked with Army public relations officers very effectively. Street parades with three Army bands and Army personnel were arranged; officers and their wives attended the premieres and WACs and enlisted men from Paine Field with jeeps and Army trucks ballyhooed the film well in advance. Gauntlett Ties Up Drug Chain Gauntlett also arranged window displays with 18 of the Owl Drug Stores and landed in every important department store in the city. Sherman Clay's music shop devoted an entire One of 20 Owl Drug store windows promoted for "Winged Victory" prior to film's engagement at the Fox theatre in San Francisco by publicity director Fay Reeder. Here's a fine example of the type cooperation extended by merchants to publicist Nate W4 of the RKO Colonial in Dayton, Ohio, on "Winged Victory". Pictured is one of numeral, main street window displays. window to "Winged Victory" record albums, photos and placards. In Indianapolis, where the picture opened at the Indiana theatre, manager Moe Esserman and city manager Ken Collins worked in close cooperation with the Troop Army Carrier Command. Exhibits were obtained for display purposes in the theatre lobby and merchant shop windows. Army planes were also put on exhibition at several strategic locations in the city with prominent theatre credits. Bernie Hynes, manager of the Denver ^nd Esquire theatres in Denver, dated the picture simultaneously at both houses. Hynes obtained unusual merchant cooperation, landing almost 100 free radio spot announcements a week previous to the engagement. Outdoor advertising concerns also donated free 24-sheet locations to promote the film. Two hundred city lamp posts carried "Winged Victory" signs and 250 trolley cars were placarded with signs. The local CocaCola distributor likewise cooperated by carrying banners on the sides of trucks. Hartford's Mayor Endorses Film New England theatre managers also proved active in promoting the picture's advance and current advertising. In Hartford, Conn., manager Lou Cohen of the Poll theatre, and Fox exploiteer Ralph Stitt launched a top flight campaign by having Mayor William Mortensen endorse the production before a press and radio gathering. Captain J. Hadnot, returned pilot hero, and WAC Lt. Elna Erichsen were presented on a special radio program over WTHT with strong plugs for the film and Army Relief. Bradley Air Field supplied material for window displays and exhibits in department stores along the main stem ; record and music stores featured music from the production and overseas caps with theatre and picture dates were distributed to clerks, bootblacks and newsboys. Cohen hit an all-time record for the city b hitting 161 merchants for co-op newspaper at vertising with full-page ads running in t)? Hartford Times and Courant. News trucks throughout the area were baif nered; 24-sheets posted in strategic location^ bus cards were promoted for the Manchest^i Bus Line ; announcements were posted on 2Q; Times bulletin boards in the city and the new^ papers gave the film an unprecedented amoui| of valuable publicity and art breaks. Lands Banner, Library Promotion Joe Boyle, manager of the Poli-Broadwa theatre in Norwich, Conn., scored a direct h| with his campaign on "Winged Victory." Boyle obtained permission to stretch a bat; ner across Franklin Square, display posters an" scene stills at the public library and spotted 6 car cards on the Norwich-New London buse He also arranged for numerous counter arij window displays, music tieups, stationery an book displays, and lined up 33 merchants wh subscribed for newspaper co-op ads. In addition to outstanding newspaper put licity garnered for the attraction, Boyle als promoted a two-day classified ad contes awarding free passes to patrons whose name and addresses appeared in scattered locationj in the Sunday Record and Monday Bulletin. At the Loew Poll theatre in New Haver? Conn., manager Morris Rosenthal presentej, special stage ceremonies in connection with th opening of the film. An Army band, WAQ, and color guard gave added prestige to th occasion. Rosenthal persuaded the newspaper pub lisher to relax the restrictions on full-pagj newspaper ads and landed several striking lay outs from merchants who sponsored all cost!; A 30 by 40 display with scene stills wa, spotted in the public library and in addition ts numerous window displays, Rosenthal obtain©! full merchant cooperation with newspaper adi and counter displays. 54 MOTION PICTURE HERALD, JANUARY 27, I94»