Motion Picture Herald (May-Jun 1946)

Ackery Promotes Ring Giveaway For ' 'Saratoga ' ' English Writer Stage Lecturer For "92nd St. The noted English lectui'er and writer of spy stories, Bernard Newman, made a personal appearance on the stage of the Odeon theatre, Southend-on-Sea, England, to exploit the engagement of "The House on 92nd Street." The campaign was arranged by manager Reginald Sowden. A "spy scare" stunt promoted in a local dance hall created a good deal of comment. Patrons of the ballroom were asked to find a certain "Mr. Christopher," who had been planted among the dancers. "Mr. Christopher" turned out to be a pretty girl, wearing a silver necklace to which was attached a small swastika. Guest tickets were awarded the winner. A teaser ad campaign was conducted in the classified section of the Southend Standard. A typical ad read : "Apartments to let, ideal for espionage activities ; only foreign agents need apply. Inspection invited at 'The House on 92nd Street.' " Factories Circularized Pamphlets publicizing the picture were distributed to the 3,000 employees of EKCO, the largest of the local factories. The Thorpe Bay Laundry enclosed 1,200 slips with playdate copy in laundry bundles. The Holmes and Smith taxi company carried labels in all cabs. Two dozen pubs displayed cards. The Odeon restaurant advertised the picture on menus. An attractive display was arranged for the lobby of the Odeon. It consisted of a window with blinds and curtains boxed in. A life-size shadow of a man with a gun was then fixed on the inside. A mechanical contrivance moved it across the window. Uses Carriages for "Babies" Manager Clark Jordan had five baby carriages lined up in front of the Strand theatre, Amsterdam, N. Y., to exploit "Black Market Babies." The carriages were bannered with playdate and theatre copy. DESIGNS OWN SETPIECE FOR WINDOW TIEUP An attractive setpiece of his own design was arranged in a local radio and record shop by manager Eric V. Walls to exploit "Rhapsody in Blue" at the Clifton Cinema, Great Barr, Birmingham, England. The setpiece featured a cutout of a grand piano, superimposed on the right from which flowed painted lines of music and title letters. In the center was a cutout head of Robert Alda, star of the picture. Below the setpiece Gershwin records were displayed with copy reading: "The musical show of 1946." Evans Sells Out Cartoon Show Tickets were sold out in advance for a special cartoon show put on by manager Michael Evan of the Elco theatre, Elkhart, Ind. The front page of the weekly program publicized the cartoon show. Five thousand programs were distributed. Three thousand heralds were passed out at schools. A special lobby display was set two weeks in advance. For his engagement of "The Lost Weekend," Evan's used teaser ads starting six days in advance. Five thousand weekly programs were mailed to rural routes and distributed through newspapers. Windowcards, bus cards, lobby display, and spot announcements over the radio augmented the canipnign, which set the house record, according to Evan. A diamond ring was promoted by manager Ivan Ackery for a lucky number drawing he staged to exploit "Saratoga Trunk" at the Orpheum theatre, Vancouver, B. C. The ring was donated by John Gordon Jewelers. For the drawing, patrons deposited stubs in a "Saratoga Trunk" set up in the lobby. Ackery tied up with restaurants by distributing cards calling attention to "Jambalaya," a Creole dish which is featured in the picture. A "Man on the Street" radio broadcast also was staged through a local station, in the lobby of the Orpheum for a week. Those interviewed were asked the question: "Would you marry for love or for money?" Guest tickets were awarded to persons interviewed. The campaign was augmented with strong newspaper promotion and by radio spot announcements. Jeep Employed to Ballyhoo Playdate on "Hargrove" A jeep carrying cardboards heralding the playdate of "What Next, Corporal Hargrove" was used by manager Ken Grimes to exploit the picture at the Warner theatre, Erie, Pa. The jeep was obtained through a tieup with the local recruiting office. Grimes also planted several stories with art in the local press and promoted a cooperative newspaper ad with Times Farm Advertisers. Running A Cartoon Show? I I = MAYTIME INTE^NIOMOli 3 '•'TUE LULU I t'NOVEITOONS -I I J , SUPERMAN 2 •■ TERRYTOONS J MIGHTY MOUSE , GANBY GOOSE IY I ■^°M* JERRY M M EVf R MADE -Tn / _^^^ONfGe£Ar show/ SAIURDAV MORNING. MAY 25th DOORS OPEN 9 00 A. M. fj^ All itaU . 25< .« TKKtri NOW OK tAU AT lOX OffKI^ Special kiddie matinees, finding increasing popularity, get special newspaper attention from Les Pollock, manager, Loew's, Rochester, N. Y. The shows are a complete sellout. WEWS ALL / V, MAYTIME fj^::^^^^^ NOVELTOONS , SUPERMAN , TERR/TOONS 2 M,GHTy MOUSE 2 • GANOy GOOSE IN TECtiNIQHOR ^ IN ICVnilH.VIVK SAT. A.M. MAY 25TH *^ ' ONE PERFORMANCE ONLY J DOORS OPEN 9 A. M. j SHOW STAHTS »:30 *. M. ff 1 All Seats. 25*;'i"i \^| TICKETS NOW OH SALE AT BOX OFHCE N/J v' 1 MANAGERS' ROUND TABLE, JUNE 8, 1946 55