Motion Picture Herald (May-Jun 1946)

DDIIJIIW TnililVI COME SnWEEN 3:30 «ND 9:30 P.M. FOR I PREVIEW OF "THE lIlUlllllll iUUill I WIFE OF MONTE CRISTO" PLUS (UST DAY) "ROAD TO UTOPIA" Cohen Promotes '7<»*h^ \ >>^^^^:^^mm^^ Hat Auction Is Beauty Contest For "Ziegfeld'' A "Ziegfeld Girl" contest that received a good deal of local recognition and several outstanding newspaper breaks gave impetus to the playdate of "Ziegfeld Follies" at the Poli theatre in Hartford, Conn. The campaign was conducted by manager Lou Cohen and assistant manager Sam Horwitz. A two-column photo of girls participating in the contest was planted in the Times a week in advance. The paper carried a follow-up story calling attention to the deadline for entering the contest. The Times, Courant and Sunday Herald carried photos on the winner of the contest. Charlie Niles, columnist, used an item about the contest. In addition, other breaks were obtained in all local newspapers on the picture and playdate. A five-column cooperative newspaper display ad was planted with Sage Allen and Company, tying-in with the "Ziegfeld Girl" compact. Also, three beauty co-op ads were arranged, featured by photos of Lucille Ball and Esther Williams, stars of the picture. Strong Radio Coverage Extensive radio coverage was had. Horwitz participated in a local "Man on the Street" radio program and managed to get in several good plugs for the picture. Bill James, radio reporter, boosted the contest and the picture five days in advance. Joe Girand, disc jockey, plugged the contest on his daily record program. Roy Hansen publicized the playdate on his "Shoppers Special" program. Audra Hawkins, first prize winner, and Horwitz, were interviewed on a record program on opening day. Guest tickets were given to participants of the "Kay-O-Quiz" program. Five thousand heralds were distributed in music and grocery store bags and at busy downtown corners. 5,000 booklet-shaped circulars were passed out at the theatre. 1,000 souvenir programs were distributed; 500 at doctors' and dentists' offices, and 500 to first patrons on opening day. The winner of the contest received a complete modeling course promoted with a local charm and poise school. Runners-up received nylons and guest tickets. Special Kid Shows Boost Attendance on "Bandit" Special shows for kids in the first week of the playdate on "Bandit of Sherwood Forest" helped manager Ernie Warren set the house record at the Elgin theatre, Ottawa, Ont., Can. Warren also used an effective 11x14 card with the word "WANTED" over a picture of Cornel Wilde in 140 street cars. 75 of the cards were distributed to stores to be used in windows. Here's an attractive display ad selling a dmMe feature program at the Paramount theatre, Newark, jay Wren, ad head of Paramount Adams, created the layout which is aimed at attracting patrons of all ages. Style Show Aids Shaffer Date Manager Willis E. Shaffer induced the Beta Sigma Phi local business girls sorority to hold a benefit style show from the stage in conjunction with his playdate of "Miss Susie Slagle" at the Orpheum theatre, Atchison, Kan. A special screening of the picture was held for members of the sorority a week in advance. Shaffer contacted three leading department stores for Summer fashions for the girls to model at the show. The sorority had special cards printed which were distributed around town and ran a cooperative ad in the local newspaper. Advance stories, which included a front-page break, were planted in the Daily Globe. For the style presentation, Shaffer eliminated the narrator from the view of the audience with the result that the show moved faster and smoother than is ordinarily the case. Plants Story in Local Paper Manager Ken Rockwell planted a story in the local newspaper tying-in the theme of "From This Day Forward" with the United States Employment Service to exploit the picture at the New Babcock theatre, Welleville, N. Y. The picture's theme treats of a GI looking for a job. Set by Hendley For "Breakfast A well publicized hat auction was arranged by W. D. Hendley, publicity director for the Georgia Theatre Company, to exploit the playdate of "Breakfast in Hollywood" at the Bradley theatre, Columbus, Ga. A special trailer announcing the auction was run in five local theatres, owned by the circuit, a week in advance. A story on Tom Breneman hats was planted in both local newspapers a week in advance. Daily newspaper ads also mentioned the hat auction. 2,000 heralds, imprinted with auction and playdate copy, were distributed to patrons leaving the theatre. Sixteen free spot announcements were arranged with radio station WDAK. The auction was broadcast by the same stationfrom the stage of the theatre. The hats were displayed in prominent department store windows before the auction. An orchid was given to the highest bidder and nylon hose to the next highest, with all the proceeds going to the Braille Institute for the Blind. Channbermaid Feted, Dined To Exploit "Diary" for Israel A chambermaid from the Ben Franklin Hotel in Philadelphia was chosen Cinderella for a day to exploit manager Bill Israel's playdate of "Diary of a Chambermaid," at the Earle theatre. She was squired around the city and all her activities were recorded by Lenore Bushman, film critic of the Daily News. The chambermaid was completely outfitted at Frank and Sedar department store and dined at the Latin Casino night club by Max Baer and Maxie Rosenbloom. The News ran a full page of pictures accompanied by Lenore Bushman's featured article. Ziegfeld Man Boosts Playdate Manager Homer McCallon was quick to take advantage of a natural exploitation stunt for his engagement of "Ziegfeld Follies" at the State theatre, Houston, Tex. McCallon's stage manager, Jim Sheridan, worked as a stage hand in just about all of Ziegfeld's shows, so Homer arranged to have Jim appear on Paul Hochuli's radio program to tell of his experiences. The conversation drifted around to some comparisons with the current screen version, which helped to publicize the playdate. HENRY R. ARIAS PURCHASING AGENT Foreign and Domestic Film Distribuflon 729 Seventh Ave.. N.Y.19. N.Y.. LO.3-1510 Servingthe IndustrySince 1913. Negotiations in Any Language CABLE: HENAIMA8, N. Y. MANAGERS' ROUND TABLE, JUNE 22, 1946 51