Motion Picture Herald (May-Jun 1946)

PRESS TIEUPS (Continued from opposite page) available newspaper space, took the initiative by buying all "news" spots on the air to publicize "One More Tomorrow." Barnes followed this up by purchasing all available heralds found locally. An additional 5,000 were printed. 2,000 imprinted postal cards were sent to prominent merchants as well as the general public. For street ballyhoo a converted jeep with six sheets on either side was driven around the main streets of the town during rush hours and the entire Loop district during the slack hours. Starting three days in advance Barnes had girls using the telephone to inform people that "one of the most outstanding pictures of the year" was coming to the Warner. In Hartford, Conn., manager Jim McCarthy of Warners' Strand emphasized the fact that Ann Sheridan was named "America's Best Dressed Woman in 1945," obtaining several newspaper breaks on both the amusement and fashion pages of the local press. Co-op Ads Arranged Several newspaper cooperative ads were promoted with beauty shops, all featuring photos of Miss Sheridan. Downtown music and record shops carried window displays. Local discjockeys plugged the film on Hartford's four radio stations. McCarthy also used spot announcements and newspaper teaser ads. The orchestra on the Ohio River boat, The Island Queen, which carries close to 10,000 persons weekly from the city of Cincinnati to the nearby Coney Island and back, played the title song from "One More Tomorrow" and plugged the opening of the picture at the Albee theatre for a full week in advance. Tieups arranged under the direction of manager Joseph Alexander also included four downtown music shops, which put on window and counter displays; a large florist shop window; cooperative newspaper ads with two stores, and a special fashion feature in the Times-Star. Robert Hynes' campaign for the picture's opening at the Midwest, Oklahoma City, featured tieups with juke boxes and hotels. Ten music companies supplying music by direct wire to cafes, bars, etc., permitted the operators to plug the picture's theme song. Posters and placards were spotted in hotel lobbies and the picture received a 15 minute radio plug on Helen Rogers "Women's Gossip" program over KOMA. The Campbell Soup tieup resulted in additional radio publicity and counter displays in grocery stores. YOUNG WIDOW A key stunt, which appears likely to be adopted for all playdates of "Young Widow," was used by manager Bill Reisinger to exploit the opening of the picture at Loew's theatre in Dayton, Ohio. Reisinger planted a stooge in front of the WELCOME! GOVERNOR Bob Hynes, manager of the Midwest theatre in Oklahoma City, and Bob Bixler, Warner Bros, exploiteer, are credited with a successful promotion in connection with "Stolen Life". During the recent Governors' Convention in the city, a private screening of the film was arranged for the attending governors and their wives. The stunt focused attention on the film, which is to open there shortly, through fine newspaper publicity. theatre, with a two-way sign reading: "I've waited five years to see Jane Russell, so I'm first in line to see 'Young Widow'." The man, seated in a chair next to the boxofiice, attracted the attention of passers-by, who stopped to read the copy. The appearance of Jane Russell in the picture was stressed in all media of promotion, publicity, advertising and exploitation. The Home Store featured the star in a full page cooperative newspaper ad on cosmetics. The Spoerlein Beauty Salon used four onecolumns ads, and Spencer's Jewelry Store plugged the song from the picture, "My Heart Sings," in a three-column co-op ad. Sets Royal Crown Tieup Art and feature stories were above average as the News, Herald and Journal gave space to Marie Wilson, Penny Singleton, Louis Hayward and Miss Russell, all members of the cast. Radio broadcasts featured a sidewalk interview of the stooge used in the boxoffice stunt over station WING. Spot announcements were used on both WING and WHIO. Royal Crown Cola trucks were bannered with copy reading: "World's Most Exciting Brunette" and "World's Most Enjoyable Drink." Press, Programs and Tieups Sell Haney Playdates Newspapers, weekly programs and window tieups were used by manager Leo Haney to exploit his playdate on "Leave Her to Heaven" at the Lido theatre, Maywood, III. Haney tied in with the anniversary of the weekly newspaper, the Herald, by announcing the picture as an anniversary hit. 1,000 weekly programs were distributed. A total of 10 window tieups were arranged. Newspaper Contest Sells "Sisters" Harvey Anderson, manager of the Apollo, Atlantic City, ran a newspaper contest recently in which he told the public that "Two Sisters from Boston" were at large in the city. Photos of Kathryn Grayson and June Allyson were planted in various mid-city spots, and clues furnished daily in the advertisements. Cash prizes were offered to the persons who found the photographs. Groom Promotes Contests^ CoOp For "ZiegfeW A coloring contest on the Petty "Ziegfeld Girl," which was publicized in a full page cooperative newspaper ad, gave impetus to manager Arthur Groom's engagement of "Ziegfeld Follies" at Loew's theatre, Evansville, Ind. Cash prizes and guest tickets were awarded winners of the contest. The full page ad appeared in the Sunday Courier and Press and was paid for by 1 1 merchants. Abundant stories with art were planted in the local newspapers, topped by a large photo of Lucille Ball, star of the picture, in the Courier and Press. Radio also was extensively used. The picture was plugged on the "Pass the Bucks" quiz show, broadcast from the lobby of the theatre. A two-minute synopsis of the film was carried on "Entertainment Hints" over WEOA. The Royal Crown program used hit tunes from the picture, starting a week in advance. Distributes Circulars, Heralds A special advance lobby display (cut-out of three-sheet Petty Girl) mounted on a 6 ft. by 24 in. wide board was used three weeks in advance. The display was hung directly behind the doorman and attracted a good deal of attention. Three thousands heralds were distributed two days in advance, as follows: 1,000 at Cole Brothers Circus ; 500 after wrestling match at Evansville Coliseum, and 500 each at three local high schools. In addition 3,000 hand bills were distributed on important shopping days. 200 "Ziegfeld Follies" souvenir books were planted in downtown waiting rooms of barber shops, beauty shops and doctors' and dentists' offices. 100 more of the souvenir books were passed out by Schear's department store. Window displays were arranged with Woolworth's and Schear's. The latter used a 30x40 color enlargement of Kathryn Gray^ son in the ladies' apparel window with theatre and playdate credit. Lobby displays were set in Hotels McCurdy, Vendome and Sonntag. TIEUP WITH U.S.E.S. IS GOODWILL BUILDER A goodwill gesture that reaped a harvest of newspaper publicity was promoted recently by manager Lou S. Hart when he opened a branch office of the United States Employment Service in the lobby of the Glove theatre, Slove'sville, N. Y. The branch was opened in conjunction with the playdate of "From This Day Forward" as a convenience to veterans. The results were gratifying. At least 40 persons a day were interviewed. MANAGERS' ROUND TABLE, JUNE 15, 1946 63