Motion Picture Herald (Jan-Feb 1945)

SHOWMEN PERSONALS War Bond Devicei Land Publicity In New Posts: Mike Hudish, Century's Mayfair, New York. John Mathews, Community, New York. WilHam May, Freeport, Freeport, L. I. Phil Zeller, Harper, Detroit, Mich. Walter Lloyd, Allyn theatre, Hartford, Conn. Alfred Simon, RKO 105th Street theatre, Cleveland, Ohio. Jimmy Walker, city manager Fox West Coast theatres in the East Los Angeles area. Karl Swanstrom, city manager Fox West Coast theatres, Bell, Cal. R. R. Nichols, Capitol and Eastern theatres. Fort Wayne, Ind. Vincent O'Leary, manager Publix-Great States theatres. Bloomington, 111. Richard L. Wright, Orpheum and Plaza, Marion, 111. William Cain, Times, Waukegan, 111. Bernard Davis, to Warner's, Charleston, West Va., succeeding Bill Hayatt, Army-bound. Glenn Nelson, Warner city manager in Tarentum, Pa., has taken a leave of absence and is succeeded by Martin Shearn. Perry Piatt, Liberty, Sharon, Pa. Harry Long joins Bert Steam's Cooperative Theatres, Pittsburgh, in an executive capacity. Grace Brinkman, Opera House, Grafton, West Va. Ralph Gorelick, Carlton, Detroit. Don Geddes, Liberty and Rialto theatres, Wenatchee, Wash., succeeding Morris Nimmer, called into service. Jack Rosenberg, Orpheum, Seattle, Wash. Happy Birthday: Edward Spengman, Paul H. Harrell, Dick Walsh, David W. Bayne, Fred R. Fisher, George A. Hodge, Joseph Rogatnick, Richard C. Shaw, Ernest A. Grecula, J. Mark Cadle, Harry Wade, M. J. Stockwell, Jack Kleinman, Warren Wood, Cecil L. Brusegard, Henry . Paul LeQair, Milton Harris, Gerald Raines. Dan E. Krendel, William G. Cooke, Jr., Boydell Edwards, Jr., Joe Miklos, Sam J. Aaron, Paul D. Rainsberger, Frestle F. Chenoweth, Russell N. Hurt, Milton Swanson, Charles Martin, Truman Riley, T. W. North, Jr., Dave Borland, W. A. Lee, C. J. Bolender, John Capano, Murray Keillor, Francis Wayne Hamilton, Joseph J. Paul. Mayers Arranges For Coffee Tieup On "Brazir Highlight of "Brazil," at Keith's, in Philadelphia, was a coffee tie-up arranged by Richard Mayers, advertising and publicity director, and manager Haddon Mathews. The film includes a production number of coffee-picking on a plantation, and another showing coffee-grov^fing. The Joint Coffee Promotion Committee cooperated by circularizing all distributors throughout the country, advising them of the promotion possibilities. Mayers contacted the William Montgomery Company, wholesale grocers, and received outstanding cooperation. The company puts out a coffee under the brand name of Montco, and included a cut and copy on "Brazil," with theatre and playdate credit, in newspaper ads. The copy read : " Montco Recommends the Glorious Musical Romance of the Coffee Country," and called attention to the elaborate coffee display in the theatre lobby, where all patrons were invited to enjoy a cup of coffee, served by the "Pan-American Coffee Girl." The girl who manned the display was dressed in colorful Brazilian costume. Retail Outlets Are Included The Montgomery company also has an interest in 450 Pioneer Food Stores. For these groceries and for the 2,000 retailers they serve, they issue a weekly price-list catalogue. A two-column advertisement for "Brazil" was used on the cover of this catalogue, with copy: "Suggest Your Customers See the Glorious Musical Romance of the Coffee Country, 'Brazil', and Enjoy a Free Cup of Montco Coffee in the Keith Theatre Lounge." Montgomery also sent their own stores and other outlets a letter suggesting that they take advantage of the tie-up by using window and store displays giving theatre and playdates. More than eighty-five stores used such displays. The company also issues a large herald for the Pioneer Food Stores. Theatre ad and cut with tie-in copy was used on these handbills, more than 125,000 of which were distributed throughout the territory, with 25,000 being sent out by direct mail. The Montco Coffee Company sponsors a radio program over WIP; special copy about the film was included in these broadcasts. Glganfic Bond Rally Staged In Brooklyn by Nicholas Mike Nicholas, manager of the Century Kingsway theatre in Brooklyn, N. Y., promoted the grand ballroom of the Hotel St. George in which to stage "the affair of the Century," a monster Bond show and dance, admission to which was by purchase of a War Bond. The support of various organizations such as the A.W.V.S., C.D.V.O., etc., was enlisted at a dinner, with passes and other prizes offered to those selling the most Bonds as added incentive. Thousands of punch cards were distributed to the organization members and for each 12 Bonds which were sold two guest tickets were presented to the seller to any Century theatre in the city. School aid was obtained, department stores in the downtown area plugged the affair through window displays, local newspapers devoted columns of space to the Rally and radio plugs were also promoted. Total Bond sales realized from the occasion added a million and a half dollars to the total of the Sixth War Loan Drive. As part of his advance publicity on "Dough girls" at the Capitol theatre, Madison, Wis Marlowe Connor used an ingenious stunt b! organizing a group of six girls from Eai High and calling them "The Dough Gir^ Club" ; after Dough for War Bonds. Conner arranged with the Times to cover j meeting of the girls with the Governor, sellinu him the first Bond in the drive. The Doug] Girl angle is being played up for a fair-theejwell, with the Governor coming through with j $25 War Bond to the girl selling the mosf Bonds. The Times came through with a threejj column cut of the Governor surrounded by th Dough Girls, together with appropriate copjj A novel method of selling Bonds was coiji ceived by Joseph Citron, manager of Loew Apollo theatre, New York. Citron launched push-cart stocked with Bonds with a placar reading: "Fire Sale. Buy Bonds here. S« fire to Tokyo and Berlin". Bonds with a matui ity value of $21,000 were sold in a few hour Milton Marien, managing the Fox theatn Burlington, N. J., helped the drive along; he ar ranged with the patriotic owner of a local drug store to allow people purchasing Bonds for ih^ Bond premiere at the theatre to purchase a cai ton of cigarettes. On the first day, more thai 100 Bonds were sold. Sells Bonds and Current Film Mollie Stickles at the Palace theatre, Merider Conn., distributed 25 cards reading "Since Yo' Went Away, we've continued to buy Bonds,' as part of her exploitation on that picture. Th cards were planted in all banks and postoffice in the city. A tieup with the local USO featured 2,00 date cards given away at Servicemen's danct Those couples with matching numbers presente( cards at the boxofifice for guest admissions. At), tractive cutouts garnered the lobby posts twi weeks in advance; numerous windows wer promoted; 100 memo pads used in downtowi office buildings and 5,000 heralds with mer chants ad on back page were distributed. By Staff PhotographBill ROUND TABLE VISITORS last week included: Howard Pettengill, publicity director foi Florida State Theatres; M.G.M. exploiteers: Emery Austin, Atlanta; Todd Ferguson, Memphis;! Mark Jenkins, "Show Builder" unit in the South. f 58 MOTION PICTURE HERALD, JANUARY 27, 194!