Motion Picture Herald (May-Jun 1946)

Rosenthal Holds Beauty Contest On "ZiegfeW A contest to find a local "Ziegfeld Follies" girl, which was well publicized over radio station VVELI, resulted in extra business for manager Morris Rosenthal's playdate of the picture at the Poli theatre, New Haven, Conn. Seven announcements to get girls interested in the contest were made daily over WELI starting two weeks in advance. The event also was mentioned on the daily broadcast from the theatre lobby. Station authorities played up the search for a "Ziegfeld" girl in their monthly magazine, which has a circulation of over 35,000. Rosenthal induced Professor Quiz, who was in New Haven to arrange for a local network broadcast, to be master of ceremonies. Several stores with art were planted in the newspapers. Miniature Doll Displar A feature of the campaign was a mamniouth lobby display with miniature dolls dressed in replicas of the original costumes worn by the various stars in the picture. Cards explained the history of the dresses. Some of the dolls were on a turntable. Four were stolen in advance of opening, resulting in a page one story with playdate mention. A classified ad was run for a week for a girl to act as hostess for "Ziegfeld Follies." Railway Express trucks were posted a month before opening. Five and 10 cent stores and downtown soda fountains featured a "Ziegfeld" sundae with large strips on mirrors and counter cards. Full window displays were arranged with five and 10 cent stores. Souvenir programs were given away with each record sold. 5,000 heralds were inserted in New York City newspapers and fan magazines on news stands. 5,000 heralds were distributed in the lobby by a girl dressed in an evening gown. "Ziegfeld" compacts were given away in several stores. Cards were placed in hotel lobbies and art cards in downtown stores. Lobby Display Arouses Patrons An elaborate lobby display highlighted by a lifesize cutout of Dorothy McGuire carrying a candle drew attention to manager Matt Saunders' engagement of "The Spiral Staircase" at the Poli theatre, Bridgeport, Conn. The display was the first assignment for art director Ben Ehrlich since his recent return to the theatre from the Army Signal Corps. Schools Close Early for Show By arranging with local authorities for schools to close early so that kiddies could attend a special cartoon show, manager Mearia Woods was assured maximum attendance for the event at the Princess theatre, Beardstown, 111. SAFETY DRIVE ENHANCES THEATRE PRESTIGE A goodwill project that received widespread support, and in consequence reacted to the benefit of the theatre, was sponsored recently by manager E. D. Harris of the El Rey theatre, Los Angeles, Calif,, and the Miracle Mile Association. The project was a Junior Safety Drive which received the support of the police and fire departments, Parent and Teacher Association, churches, schools. Camp Fire Girls, Boy Scouts and Girl Scouts. A 10-day drive was initiated with a junior program at the El Rey, featuring "Son of Lassie" and a safety presentation on the stage by youngsters. Boy Scouts and Camp Fire Girls demonstrated first aid. A safety quiz was conducted for Junior Firemen and Deputy Auxiliary Police representing all the schools in the area. Fan Club Tieup Set Up For ''Her Kind of Man " A double tieup, involving a radio contest and the creation of a local Dane Clark Fan Club, was made by Phil Rapp, manager of Fabian's State theatre, Schenectady, N. Y., in connection with the opening of "Her Kind of Man." By arrangement with Ed Flynn, program director of Station WSNY, spot announcements were made on all sustaining programs for several days inviting listeners to write a letter to the station telling, in 25 words or less, "He's My Kind of Man because. . . ." All entrants received an autographed picture of Dane Clark, with the twenty best also getting free tickets to "Her Kind of Man." Participants also become members of the Dane Clark Fan Club. Jolley Sets Newspaper Co-Op A cooperative newspaper ad placed alongside the regular theatre ad was promoted by manager Mel Jolley for his date on "Because of Him" at the Marks theatre, Oshawa. Can. The co-op ran in the Times-Gazette and was paid for by Wilson and Lee music shop. O'Rear Arranges Two Tieups Manager Jack O'Rear arranged tieups with a department store and a hosiery shop to exploit "One Way to Love" at the Colonial theatre, Harrisburg, Pa. He had a Max Factor tieup on Janis Carter at the cosmetic counter of the town's largest department store, and a window display in the hosiery shop. Transmitting Dramatic Action — portrayed in certain pictures frequently dictates tlie use of predominantly black tones in display advertisements. Copy in both these illustrations is set in conventional black on white with good choice of type contributing to the general effectiveness. Alice Gorham, ad head for United Detroit theatres, created the Michigan theatre ad. Hank Harold, ad head for RKO Cleveland theatres, used the "Dragonwyck" layout. ESIRE! Deatfc LvLxVs On Every Romantic Step! DOROTHY McGUJRE GEORGE BRENT ETHEL BARRYMORE KENT SMITH ■ RIIonua HEMINC THAT LED TO SECRET LOVE . , THAT LED TO RAPTURE , AND TERROR! HiMl lOY lAMMED TUNE AND MUCH SENS/ITION! 'SING YOUR WAY HOME" wiih Jack Haley • Marcy McGuIre * Anne Jeffreys// 5pX,. jARY COOPER • INGRID BERGMAN **'^Saratoga Trunk' 52 MOTION PICTURE HERALD, JUNE 8, I94<>