Motion Picture Herald (May-Jun 1946)

Strong Campaign For "Saratoga Gets Results Any picture which is strong enough to warrant a holdover engagement at the Paramount theatre in Omaha might rightfully be construed as a tribute to the film and to outstanding promotional effort. When "Saratoga Trunk" recently earned this distinction it was by way of special tribute to manager Don Shane who covered all media of promotional activity thoroughly and with notable results. Outdoor posting came in for special attention including coverage with 200 window snipes, 200 window cards and 100 trash can cards located at downtown intersections. Special "Look" pamphlets were also distributed in doctors' offices and beauty parlors. Attention was also focused on the attraction through smart, attractive window displays tying in with music, books, tobacconists, drug stores and department stores featurine blowups, stills and other accessories. Beginning four weeks prior to opening, 25,000 heralds were distributed which were promoted from a local photo studio. The heralds contained an offer for a free "Saratoga Trunk Portrait" to each holder. A saturation radio campaign was insti GRADUATES ARE GUESTS OF LOCAL JEWELER Considerable publicity and goodwill has accrued to manager Charles W. Barnes, Jr., for a Senior Night promotion he arranged at the Granada theatre, Kansas City, Kan. For this event, Barnes solicited the cooperation of Mace Jones' jewelry department. The store paid for ail tickets for the graduating classes of Wyandotte High School and Ward High (Parochial). Mace Jones also awarded two $25 gift certificates redeemable in jewelry merchandise to the senior in each school voted most popular by his classmates. In addition the store awarded one $10 gift certificate for the patron selected from the aud ience to bestow the other two awards to the seniors. tuted through the facilities of KOIL, KBON and KOWH which included paid time and gratis announcements. Teaser trailers preceded the running of the regular talking trailer three weeks before opening; cross plugs on both screen and in the lobby were arranged at the Orpheum and Omaha theatres and attractive displays were placed in the lobby in advance and during the current engagement were moved outside. Creative Advertising Designs — the penwork of Hal Koppiin, advertising director for Wometco theatres in Florida, are submitted to the attention of Round Tablers. Mr. Koppiin features the use of reverse and Ben Day backgrounds to highlight his selling angles. THE MOST ExSIGHTiNG ENTERTAINMENT FIGURE OF THE YEAR ^TODAY AT THREE V THEATRES, All Media Used To Exploit Date In Hartford Advertising, publicity and exploitation were used extensively to exploit "Tomorrow Is Forever" at the Poli-Hartford theatre, Hartford, Conn. The campaign was conducted by manager Lou Cohen and assistant manager Sam Horowitz. Four contests were promoted. The most important of these was a dress designer competition that was planted in the Parade of Youth section of the Sunday Courant. Three cash prizes and 20 pairs of guest tickets were awarded for the best amateur designs of a dress that could be worn by Claudette Colbert, star of the picture. Over 750 replies were received. Guest tickets were awarded to the first 15 persons naming the four pictures that Orson Welles, also a star of the picture, has been cast in. A song contest was promoted on the "Music Hall" radio program. The first 20 listeners who named the performers singing the title tune from the picture were awarded guest tickets. School Tieup Set The fourth contest was planted in the Buckley High School paper. Cash prizes and guest tickets were given to students for the best poems entitled "Tomorrow Is Forever." English teachers endorsed the project. A photo showing Orson WeHes and Cohen discussing the picture was placed in the Courant. The photo had been taken when Welles visited Hartford a few months back and was saved purposely for the campaign. Numerous other breaks were obtained in all Hartford newspapers, including the Jewish Ledger, which is published weekly. A 30-minute radio program from the lobby of the theatre was devoted exclusively to the picture. 18 one-minute spot announcements were used for three days in advance over WTHT. Jane Carter, book reviewer for a local department store, devoted her entire 15-minute program day before opening to the book and the picture. Four beauty cooperative newspaper ads featuring cuts of Claudette Colbert were arranged. Another co-op ad was promoted with Whalen Jewelry Company. Window displays were set with Harvey and Lewis, Sage Allen and Co., Hartford Couramt, Youth Centre. In addition five music and four book windows were promoted. Awards Annual Sports Trophies The annual basketball and football trophies donated by the Roxy theatre of La Porte, Ind., were presented from the stage by manager W. Ray McCormack in conjunction with his playdate on "Fallen Angel." The trophies have been awarded to the "most valuable local player" in both sports annually since 1936. The event was well publicized in the local press. 46 MOTION PICTURE HERALD. JUNE I. 1946