Motion Picture Herald (May-Jun 1946)

The Selling approach ON NEW PRODUCT ONE MORE TOMORROW (Warner Brothers): This is a gay romantic comedy in which Ann Sheridan, the star, is a photographer on a photo magazine. About two weeks in advance of opening a tieup could be arranged with the local newspaper to run a camera contest. Readers could be invited to submit pictures of scenes typical of a day in your town. These might include street scenes, men at work, children at school or at play, night life, political events, etc. From the photos submitted the newspaper could prepare a full page layout, naming one of the pictures for first prize. Cue the title for a poster campaign around town designed to aid the city's drive against reckless driving. Copy could read: "Our kids look forward to 'One More Tomorrow' . . . drive carefully." This copy may be used for signs, for cards' posted on poles and billboards, or on small cards to be distributed to drivers through gasoline service stations throughout town. Cards should also carry theatre copy. "The Bantam" is the picture magazine around which much of the incident in "One More Tomorrow" revolves. This suggests a tie-in with your schools' regular publication staffs offering a promoted prize for the best special issue of a school "Bantam" published during your playdate. These issues could be devoted to "The Motion Picture as a Force in Education" and could feature reviews of the picture. The statuesque beauty of Alexis Smith, a star of the picture, suggests a model contest staged by a local department store or fashion emporium. Tieups on the hit tune, "One More Tomorrow", also are suggested with window and counter displays, cooperative newspaper ads, imprinted heralds to their mailing lists or as counter giveaways and package inserts. Contact the local radio station for song renditions on musical programs. Also in night clubs and dance halls. A SCANDAL IN PARIS (United Artists): The story here is about a 19th Century master-crook, a waterfront cafe singer and the daughter of the Paris police chief, respectively played by George Sanders, Carole Landis and Signe Hasso. The important stress placed in the picture on the function and activity of the police department suggests a whole series of angles which may be worked through your local department. Invite the local chief of police and some of his aides to a special screening. Have a newspaper reporter interview the chief following the screening for a human interest story. Interest the local police department in holding an exhibit of modern detection equipment contrasted with that used in the 1800's. A contest could be set up among school children on the subject, "The greatest detective and why I think so". Arrange newspaper coverage of the event. Conduct a "Perfect Leg" contest based on the report of hlollywood authorities that Carole Landis has perfect leg measurements. If possible promote nylon hose from merchants for awards. In the picture Miss Landis does a dance in silhouette. Use a lobby display featuring a lifesize cut-out of the star behind a large hoop covered with thin material and a strong light. The silhouette also can be used for a newspaper drawing contest using the angle, "Make the silhouete come to life!" Ka+z Promotes Merchandise For Monday Night Show Manager Philip Katz has built up quite a following for his Monday evening "Lucky Night" show since the introduction qf "Merchants' Surprise" at the Kenyon theatre, Pittsburgh, Pa. Following the usual awards for "Lucky Night," additional games are played for the merchandise and services donated by a dozen enterprising merchants in the Northside area. They include a laundry offering free service, candy company, garage, shoe store, optician, beauty shop, tobacco shop, photographer and a bakery. pire theatre, Mansfield, Nottinghamshire, England. The matinees were held in conjunction with the Nottinghamshire Education Committee. They were held on Tuesday, Wednesday, Thursday and Friday mornings during the week the picture was being presented. Stanley Lendis also promoted window displays with J. Hastie and Sons, F. Gains and Boots, Ltd. Children's Matinees Swell Attendance for "Henry V" Special Morning Matinees for school children arranged by manager L. A. Stanley Lendis drew considerable extra business for the playdate of "Henry V" at the Em Contest and Teaser Ads Boost "Pinocchio" A coloring contest conducted in four local schools and a highly successful seven day teaser ad campaign, the cost of which was borne by the newspaper, were promoted by manager Edward N. Brown for the re-engagement of "Pinocchio" at the Gayety theatre in Chicago. The playdate established a new house record. Brown says. Cash prizes and guest tickets were awarded to winners of the children's coloring contest. Street Ballyhoo Sells "Pongo'' Date in Chicago An usher dressed in a gorilla costume, and a live monkey display, created a good deal of comment and drew extra business for manager Edward N. Brown's playdate of "White Pongo" at the Gayety theatre in Chicago. The usher paraded the streets for several days prior to the engagement. He carried a large sign advertising the picture. The monkey was displayed in the window of Elliotts' Hatchery for seven days in advance. A card in the window tied-in with the playdate of the picture. Brown waged a five day teaser ad campaign in the local newspaper in addition to the regular theatre ads. Typical teaser copy read : " 'The White Pongo.' He is coming soon. He will thrill you and make you ask ... Is it possible ?" Several stories with art also were planted in the newspaper. Five thousand of the regular weekly programs were distributed from house to house. 3,000 heralds were passed out at schools. Brown promoted several window displays in the business district. An attractive display also was set up in the lobby. The theatre staff was outfitted with sashes imprinted with playdate copy. Ennployment Service Linked To "This Day Forward" In Omaha the RKO Brandeis theatre and the United States Employment Service linked promotion for the picture "From This Day Forward" with a USES campaign to "List That Job", Theatre publicist Louise Cotter arranged for display on a 24-sheet billboard on the Court House Lawn; a USES booth was placed in the theatre and a tie-in arrangement was made at a local prisoner of war exhibit. The Omaha press gave space and pictures to the campaign. M MOTION PICTURE HERALD, JUNE 15, 1946