Motion Picture Herald (May-Jun 1946)

Brown Promotes Sinatra Contest In South Wales Manager A. J. Brown promoted a "Frank Sinatra Impersonation Contest" at the Empire theatre and at dance halls in conjunction with his playdate on "A Thousand and One Nights" in Cardiff, South Wales, England. The dance halls carried posters and banners and ran their own heats. The finals were held on the stage of the Empire. Theatre heats were run on Monday, Tuesday, Wednesday and Thursday of the first week of playdate with the finals on Friday. Anonymity of each contestant was maintained by a gauze screen with side drapes. On the night of the finals, the four theatre heat winners vied with the four heat w'mners from the dance halls. At the end of the contest, a patron, not satisfied with the first and second placings, offered to put up five pounds to the winner of a re-match. The contest was held the following week and as a result of a newspaper break drew considerable business to the theatre. When the competition resulted in a draw, the patron added one pound to his original offer so that each contestant received £3. Promotes Series of Ads from Hotel on "Saratoga Trunk" A tieup with the Penn-Harris Hotel in Harrisburg, Pa., resulted in a series of seven cooperative display ads publicizing the local engagement of "Saratoga Trunk" at the State theatre, there. The promotion was arranged by Gerry Wollaston, manager of the State and involved the use of a scene still from the film production in each of the advertisements which were suggested by the Creole recipes featured in the hotel's main dining room. Each display ad measured 3 col X 7 inches and included theatre credits and playdate. KIDDIES' SHOWS DRAW BIG FOR LEYRER Manager Wayne Leyrer of the Margate theatre, Margate, N. J., ennploys the reverse of the usual procedure for his Saturday afternoon Kiddies' Shows. A sign in front of the theatre reads: "Adults admitted only when accompanied by children." The Saturday matinees started as an experiment but business has been so good that Leyrer has made them a permanent feature of the theatre. On a recent Saturday the Margate police had to be called to handle the lines. Ballyhoo Used In Colombia A horse and jockey paraded the streets of Medellin, Colombia, S. A., to ballyhoo the playdate of "Salty O'Rourke" at the Cine Metro Avenida theatre. The campaign was arranged by Carl Flint, supervising manager for Metro-Goldwyn-Mayer theatres in Colombia. A tieup was made with race track officials for a special award to th§ winning jockey of a specified race. A photo on the stunt was planted in the newspaper, El Colom^biano. A full page ad also was promoted in the racing program. The special promotions were augmented by radio spot announcements, bill posting, heralds and house programs. For "The House on 92nd Street," Flint arranged a special screening for the chiefs of the national and municipal police organizations in Medellin. A photo of the guests attending the preview broke in three local newspapers. Ballyhoos Return Date On "Rebecca" Uses Newspapers To Sell "Song To Remember An extensive newspaper campaign was conducted by manager Trevor Kerridge on "A Song to Remember" in conjunction with the re-opening of the Majestic theatre, Auckland, New Zealand. The theatre had been closed 10 days for alterations. During the closing period teaser ads were run in the New Zealand Observer, Herald and the Auckland Star in addition to regular theatre ads. As a special stunt, Kerridge had patrons photographed entering and leaving the theatre the night of opening. Celebrities were asked their impressions of the picture, which were recorded. A trailer was made from the 500 feet of film photographed. A special radio broadcast also was held at the theatre opening night. Begg's music stores distributed 5,000 circulars tying-in with the music from the picture. A cooperative newspaper display ad was arranged with Rendells. Window displays were set with the Mercer Shop, Wisemaia's, Bevege, Brown's Furniture Shop, Farmer's department store, Rendells and 20 suburban stores. Kerridge also arranged for fifteen 24 sheets to be displayed and planted 100 banners on street cars. Campaign Draws Attention To "Mildred Pierce" A teaser ad campaign in the local newspaper, augmented by weekly programs, onesheets, window tieups and press breaks attracted considerable attention to manager Leo Haney's engagement of "Mildred Pierce" at the Lido theatre, Maywood, 111. Haney also promoted 5,000 cards from a merchant tying-in with a "Mildred Pierce" permanent wave. For a Saturday all color cartoon show, Haney used oversize tickets and had a sellout in advance. Starting 10 days before playdate he distributed 3,000 heralds, plantstories in newspapers, used 40x60's in the lobby and in front of the theatre and ran a special trailer. Stanisch Arranges Contest For "Doll Face" Date A "Miss Doll Face" contest, which was well publicized in newspapers and over the radio, highlighted the campaign conducted by manager A. W. Stanisch for "Doll Face" at the Wisconsin theatre, Milwaukee, Wis. Besides being pretty, the contestants were required to sing a song from the picture. Over 375 girls were auditioned and of these five were selected to appear on the stage for the finals. The winner received a week's engagement with the Jack Wendover band at the Schvoeder Hotel, and an appearance on station WEMP. Blieden Uses Awards Angle To Publicize Picture Manager Mel Blieden concentrated on Joan Crawford's winning of the Academy Award and a teaser ad campaign to exploit "Mildred Pierce" at the Voge theatre, East Chicago, Ind. A typical teaser ad read : "Please don't tell what 'Mildred Pierce' did." Blieden planted a three-column story with art on the Academy Awards angle in the Globe. That angle also was publicized on the front page of 5,000 programs. Dance Contest Helps Playdate A city-wide dance contest was held on the stage of the Poli-Palace theatre in Meriden, Conn., to exploit "Tars and Spars." Manager Mollie Stickles promoted prizes from Harry Israel for winners. • Giant "Reserved for 'Rebecca' " cards were placed on benches in the New Haven, Conn., Green to exploit the return engagement of the picture at the Poli-College theatre. Sid Kleper, recently discharged from the Army, completed the campaign that was started by his predecessor, Ruth Bolton. The cards also were placed on "No Parking" signs downtown. Extensive newspaper and radio coverage was promoted, including a song title contest over WNHC. Window displays were set with Kresge's, Center Barber Shop, Eddie Rahms' and Wilson's Flower Shop. Judds Book Store and Shartenburgs' book department carried counter displays. Five thousand candy bags were imprinted with playdate copy and distributed by five and 10-cent stores. One thousand menu blanks were used by restaurants. Cards were placed in the lobbies of the Hotel Taft and Hotel Garde. 54 MOTION PICTURE HERALD, JUNE 8, 1946