Motion Picture Herald (May-Jun 1946)

Gillon Exploits Movie "Month'' In Davenport Collins Sells Weekend ' With Model Exhibit in Dublin A "Make May Movie Month" campaign was conducted by manager Francis C. Gillon in newspaper ads, by trailers and with a lobby display to augment his promotional activities on playdates at the Esquire theatre, Davenport, Iowa. For his first program in May, consisting of "Tangier" and "Spider Woman Strikes Back," Gillon used a striking lobby display. Over a life-size cut-out of Marie Montez large letters spelled "Tangier" and were illuminated by red and amber climax units. In addition, 100 window cards were distributed. Two men dressed in cowboy regalia paraded the streets to ballyhoo the date on "Jesse James" and "The Return of Frank James." One of the men carried a card, reading: "I'm Frank, looking for Jesse." The names were reversed on the other card. A three-sheet was pasted to the lobby floor a week in advance of the engagement of "Little Giant" and "House of Horrors." A special teaser ad was used two days before opening, with copy reading: "Sorry, no ad today — our ad man went cuckoo after seeing, etc." 1,000 imprinted blotters were distributed in local office buildings and schools. Promotes Full Page Co-Op For "Follies" in Dayton A full page cooperative newspaper display ad was promoted by manager Bill Reisinger to advertise his date on "Ziegfeld Follies" at Loew's theatre, Dayton, Ohio. The Home Store paid for the ad which featured a photo of Lucille Ball centered in a perfume display. The ad ran in the Daily News. Another co-op ad was arranged with Ludlow Furs, which appeared in the Journal and the Herald. Through a tieup made with the Royal Crown Cola Company trucks were bannered with playdate and theatre copy. Limerick Contest Aids "Kitty" A limerick contest highlighted the campaign arranged by manager Charles A. Zinn for the engagement of "Kitty" at the State theatre, Minneapolis. The contest was conducted through Bob Murphy's "The Show Window" column in the Star-Journal. More than a thousand entries were received. Cash prizes and guest tickets were awarded to winners. FOREIGN LANGUAGE FILMS FRENCH, ITALIAN. SPANISH. ETC. Current . ', ^'j^^^L-^^-^-rrf'^ Paris W Ij^UZ TkTFl^cw — Prtneh Musical Since the War HOFFBERG PRODUCTIONS. Inc. 620 Ninth Ave., New York 18 The imagination of Kevin Collins, assistant manager of the Savoy cinema, Dublin, Ireland, was recently responsible for an unusual promotion in connection with the showing of "Weekend at the Waldorf." Remembering the public interest which has been aroused by models made by an Irish officer for a recent military exhibition, Collins persuaded the officer, Lt. Max Moffatt, to join him in building a working model of the Waldorf Astoria Hotel in the Savoy vestibule. Completed, the model stood 7 feet high, measured 5 feet wide, and 6 feet in depth. In the photograph, above left, Collins is pictured with the unique display, while at the right is a closeup of the lower section showing the figures created by Lt. Moffatt. On one side of the model stands the facade of the Waldorf, with lights flashing on and off, and lifts moving up and down. On the other side is a replica of a large depart Distributes Numbered Heralds Numbered heralds were distributed house to house by manager Thor Hauschild to advertise "The Enchanted Forest" at the Arcade theatre, Cambridge, Md. If the number on the herald corresponded to a number on a list posted at the box office, the patron was admitted free. Hauschild contacted the Women's Club, Parent-Teacher Association and Sunday school classes for their support. Promotes Displays for Playdate Manager Helen Wingeard used an attractive one-sheet on a board in front of the theatre to exploit "Desert Song" at the Forsythe theatre. East Chicago, Ind. Window tieups were arranged with Newberry's Department Store, a record shop, and a delicatessen store. Helen also promoted a display in the public library. ment store, with accurate mahogany models of antique furniture in its window. The road between is peopled with figures of G.I. 's, sailors, pedestrians and page boys, who carry handbags with the star's name imprinted thereon. At intervals a car drives up to the hotel entrance, the car door opens and a neat nyloned leg comes out. The. leg is drawn back into the car again, the door closes and the car drives slowly off. Dublin's leading columnists wrote up the idea, and further press exploitation resulted. Figures similar to those used in the Savoy model were exhibited in shop windows. This type of exploitation gives a fresh lead to Irish exhibitors who, surprisingly enough in a country which abounds with imagination and creative talent, seldom bother to rise above the ordinary "personal appearance" and "'special preview" type of publicity. Kirkconnell's Pet Parade Exploits Cartoon Show A pet parade, the first held in the area, was promoted by manager Charles Kirkconnell to exploit a kiddie cartoon show at the Lee theatre, Fort Myers, Fla. The parade was led by the chief of police and the judging of the pets was by the mayor and two prominent citizens. The local newspaper ran a front-page story and picture on the parade. The cartoon shows are held every Saturday morning. Coloring Contest Aids Date A newspaper coloring contest was used by manager Mel Blieden to promote "Abilene Town" at the Voge theatre. East Chicago, Ind. 50 free tickets were awarded for the best colorings of a black and white drawing which ran in the Globe. MANAGERS' ROUND TABLE. JUNE 29. 1946 55