Motion Picture Herald (Jan-Feb 1945)

Batschelet Boosts "Lake Placid'' In Denver Newspaper and radio coverage, music store tie-in promotion, as well as elaborate lobby and front displays heralded the opening, "Lake Placid Serenade," at the Paramount theatre, Denver, Colorado. The campaign is credited to Ralph J. Batschelet, manager. Copy and stills in a local music store, which gave over its entire window to highlight the film, featured 11x14 action photos of Vera Hruba Ralston and a large cutout in the background. , The newspaper campaign included large display advertisements, and the copy line was "Dazzling New Fun." Special civic permission was obtained for announcements over public address systems at Evergreen in the mountains and on city park lakes, which hailed the coming attraction, and gave theatre and playdate credit. Sports stores featured stills of Miss Ralston, former Czechoslovak figure-skating champion, with a display of sportswear equipment. Lobby displays were set up three weeks in advance of opening. To accent the atmosphere of Lake Placid, real pine boughs were placed around the marquee of the theatre. Front and lobby promotion directed attention to the "First Musical Comedy Sensation of 1945 !" and featured fun, music, and ice specialty numbers. Forty spot announcements were utilized over radio station KMYR and a radio campaign was conducted over stations KOA and KMYR, to promote the film. Schechter Manager of WB Hartford Theatre Samuel Schechter, manager of Warner's Colonial theatre, Hartford, Conn., started with a harmonica group doing a vaudeville act. The band was a cooperative group called "Cappy Barra Harmonica Ensemble." With this band, Sam appeared on the major networks, at the Radio City Music Hall theatres from coast to coast and in the picture "Mad About Music", starring Deanne Durbin. Later Sam did a "single" at various night clubs and then having a hankering for the theatre, in April of 1944, he called on Dan Finn, Warner district manager in New Haven, and started as a manager in training at the Strand in Hartford. Under Jim McCarthy, Schechter learned the ropes and on August 24, 1944, when an opening presented itself at the Colonial, he was given the manager's post. La Voy to Air. Unit Marine First Lieutenant J. Howard La Voy, former manager of the Sparks Circtiit, Nevada, is scheduled to join a Leatherneck air unit as executive officer. "La Voy recently returned from the Central Pacific area where he has flown in 25 combat missions. Valotta Manages House In His Home Town Dominick M. Valotta manages the Richmond theatre, North Adams, Mass., and was born in that city on June 17, 1914. Dom started in showbusiness on the ground floor, as an usher in 1929 at the Richmond, which was then owned and operated independently by B. M. Taylor. After four years Valotta joined the Paramount staff in the same town. At this point, he left the theatre business for a couple of years and then returned to the Richmond, which was then owned and operated by Western Mass. Theatres Inc. In 1942, Valotta left and was actively engaged in war work until the fall of 1944, when he returned to manage his present house. The Quigley Awards Rules Entries must be forwarded as soon as possible after exploitation is completed. • There are no classifications of population or situation. Every entrant starts from scratch — circuit or independent, first-run or subsequent, downtown or neighborhood, big city or small town. • Consistency of effort is a paramount consideration in the Quigley Awards. One-shot campaigns or ideas are not eligible for consideration. • Whole campaigns need necessarily not be sub ' mitted but are, of course, acceptable. Single ideas or promotions are eligible for consideration if the entrant is a consistent contributor. • Entrants most often represented in each Quarter will receive first consideration for the Quarterly Awards. • A single promotion m^y include more than one slant, providing all slants relate to the original idea. Thus, a single contest promotion may be carried in newspapers, on the radio, in windows, ads, lobby, etc. No fancy entries are necessary. Costly and time-using "Gingerbread" decorations are not encouraged. Showmanship only counts. • In addition to exploitation on pictures — features, shorts or serials — entries may be made on institutional promotion. Exploitation on stage shows, presentations, etc., are also definitely eligible for consideration. • A single idea may be confined to a window, contest, newspaper or program publicity, street stimt, lobby display, ad or ad series, newspaper section, radio tiein, etc. • One Plaque and seven Scrolls of Honor will be awarded each Quarter. Those winning these honors will be entered for the Grand Awards competition. In addition, entries of merit will be awarded Citations. • Evidence proving authenticity of each entry must be submitted, such as photos, tear sheets, programs, heralds, ads, letters, etc. • • Address all entries to: Quigley Awards Committee Managers' Round Table 1270 Sixth Avenue New York 20, N. Y. By Staff Photompher VISITORS to the Round Table look over some recent campaigns submitted by the men in the field. Pictured, left to right: Cliff Loth, Uptown theatre; Joseph R. Springer and Mike Siegel of the Century Circuit, all New Yorkers. Screens Short, Promotes Co-op Ad R. J. Baker, manager of the Majestic theatre, Centerville, Ohio, arranged a special showing of the W. A. C; documentary film, "What's Your Name" for all essential war workers in the area. The screening was arranged on Sunday morning at 9:30. The local War Manpower Commission ran a full-page ad announcing the show and arranged for sale of tickets at factories. 82 MOTION PICTURE HERALD, FEBRUARY 24, 1945 li