Motion Picture Herald (May-Jun 1946)

The Selling Approach ON NEW PRODUCT [The material below reflects pressbooks now in preparation and represents the point of view of the distributors' exploiteers on selling points and special merit of these pictures.} THE GREEN YEARS (Metro Goldwyn Mayer): For this picture a whispering campaign is indicated. The phrase, " 'The Green Years' is a wonderful motion picture", is a crowd-puller. Wide usage of that phrase will build up advance interest and sustain it to the last day of playdate. Print it as an underline in advance newspaper ads; use it for a teaser telephone campaign; display it in giant letters in several parts of the theatre weeks before opening, and stencil it on sidewalks. The title is symbolic — the time when hearts are young and gay. Emphasize the young love angle In the picture by running a radio, newspaper or theatre contest on the "Most Romantic Recollections of My 'Green Years' ". For teen-agers the question could be: "At 17, Is a Girl's Heart So Wise?" The picture is based on the novel by A. J. Cronin, who has a tremendous book public in this country. The novel was a best-seller. Use plenty of bookmarks, blotters, window displays, tieups with circulating and public libraries, a walking book ballyhoo on the streets, etc. The novel also ran as a serial in Redbook magazine. In its June Issue the magazine will have a two-page editorial spread, showing how a Redbook serial comes to life on the screen. Tie up with local dealers and magazine distributors. Make green the predominant color In all exploitation activities. Have ushers wear green title-bearing armbands. Get a springtime note into the theatre displays by using green and white trellis work Book Review Contest Sells Date on* "Limberlost" A book review contest arranged with Roosevelt High School authorities for students of the ninth and tenth grades highlighted the campaign of manager Helen Wingeard for "The Girl of the Limberlost" at the Forsythe theatre, East Chicago, Ind. A cash prize was awarded the winner, with guest tickets going to the next 10 students having the best reviews. Helen augmented her campaign with a lobby display, library and store window tieups. Nylons Used as Bait For "Black Market" Twelve pairs of nylons were the bait manager Harry A. Rose dangled before the public to stimulate interest in "Black Market Babies" at the Poli Majestic theatre, Bridgeport, Conn. The nylons went to 12 winners of a review-writing contest, which was pub covered with imitation vines and flowers. Prepare green bookmarks, blotters, stickers and hangers for book shops, schools, banks, public telephones, etc. It is a prestige film, a fact that will influence merchants when they are propositioned on running cooperative newspaper ads. THE WALLS CAME TUMBLING DOWN (Columbia): A murder mystery, the theme of this picture could be stressed In advertising and displays. A 40x60 lobby display, for instance, could carry the heading "Who Knows the Secret of the Walls?", followed by stills of the three principal players with a similar query under each. Arrange a tieup with the local newspaper and merchants for a "Secret of the Walls" contest. For this promotion, cards could be made up, with each containing a different clue and placed on the walls of cooperating merchants' stores. Persons must enter the stores In order to hunt for the clues. Participants compile a list of the clues, name the "secret" and send them to the contest editor of the newspaper. Merchandise and guest tickets could be awarded winners. The picture is based on the novel by Jo Eislnger. Local bookstores can be approached for window and counter displays, and the book angle Itself can be used in both radio and newspaper contests, based on the subject: "What thrilling books and movies are based upon ancient art treasures?" licized for three days in the Post. In addition, Rose ran teaser ads in the classified section of the Post for three days prior to playdate. Copy read: "Babies for sale, and it's legal in 28 states. Find out about it at the Majestic theatre." Display Adds Color to Lobby An attractive lobby display with the accent on the "world's most beautiful girls" was devised for "Ziegfeld Follies" by manager Nat Silver of the Strand theatre, Lowell, Mass. The drawing of the "Ziegfeld" girl, which dominated the display, was surrounded by stills from the picture. Promotes "Spellbound" Windows An attractive window display tieup on Easter fashions with playdate copy for "Spellbound" was promoted by manager T. A. MacDougald of the Ritz theatre, Talladega, Ala. MacDougald also arranged a window display tiein on perfumes. Press and Radio Cover Re-date on "Rebecca Outstanding newspaper coverage, widerange radio penetration, eye-appealing window displays and a street ballyhoo were among the highlights of the exploitation campaign put over by manager Ted Emerson of the Orpheum theatre, Omaha, for the re-engagement of "Rebecca." The newspaper campaign was framed around a special citation accorded the production as a supreme achievement of suspense by Omaha University. This function resulted in a luncheon with all representatives from newspapers and radio stations present. The honor was conferred by the president of the university. Both the Morning and Evening WorldHerald played up the award with feature stories and art. Additional follow-up stories accounted for breaks on the drama and women's pages. Publicity and Radio Coverage Publicity resulted in equally important coverage via radio. News flashes on the award were carried in advance over several local stations. The day of the award, all five stations made mention of the "Rebecca" award on their newscasts. The luncheon proceedings were broadcast via station KOIL with numerous plugs for the opening of "Rebecca." The city's five stations, WOW, KBON, KOIL, KFAB and KOWH all carried mentions of the film's opening at the Orpheum. The Academy Award "Oscar" won by "Rebecca" and flown here from Hollywood was the basis for a full window display in the Brandeis department store. There were 25 window displays arranged in flower shops, pipe stores, women's wear shops, camera equipment stores, cafeterias and local library displays, all carrying full credits. Ballyhoo accounted for more attention. A five-foot papier-mache replica of the book, "Rebecca," was arranged on wheels. A man concealed inside paraded it around the principal streets. Theatre representatives visited local dance halls and awarded guest tickets to all girls whose first name is Rebecca. Misavrce Promotes Weekly Tieup with Newspaper Subscribers listed by the Berw^, III., Beacon in the classified section are awarded guest tickets to the Ritz theatre in a weekly tieup promoted by manager John Misavice. The newspaper publicizes the stunt each week in news pages, with theatre credit. Misavice also distributes 100 window cards weekly for use in Chicago's West Side, Cicero, Oak Park and Berwyn stores. In addition, 1,500 weekly programs, window displays and newspaper breaks help to draw attention to playdates. 44 MOTION PICTURE HERALD, JUNE I, 1946