Motion Picture Herald (Nov-Dec 1946)

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Safety Council and Press Tieups Sell "Highway Mania" for Shutt Strong Ballyhoo I Keys Opening of Traffic Short I k f 1 I An ambitious exploitation campaign launched the four-theatre premiere of the fact-film "Traffic With the Devil" in Los Angeles. As a result, the entire city was made "traffic-conscious." The short subject opened simultaneously at the Fox Belmont, Fox Wilshire, Egyptian and Los Angeles theatres. The campaign highlights follow : 1. Placards bearing playdate information of theatres were posted on traffic signals. 2. "Traffic With the Devil" signs were posted on taxicabs, street cars, buses and truck fleet members of the National Safety Council. 3. Five street displays were manned by policemen, handing out announcements of picture and playdate. 4. Special preview was held for the mayor, chief of police, administration officials, commissioners and 200 police officers. 5. "Traffic With the Devil" was screened inside a courtroom for traffic offenders who were sentenced by a judge to see it. 6. Wrecked autos were displayed in front of the four theatres. 7. Radio spot announcements were set locally and on networks in addition to two 15-minute police programs. 8. A special broadcast was arranged for the theatre lobby with patron participation. 9. The short was screened in the city rooms of the Los Angeles daily newspapers. 10. Announcements were mailed to 165,.000 members of the Auto Club. 11. Announcement of playdate was made by police officers at civic clubs, meetings and public school assemblies. 12. Special trailers were used in all four theatres, calling attention to the playdate. The overall campaign was conducted by Metro-Goldwyn-Mayer studio publicist Jack Atlas with participation by managers Sherril Corwin of the Los Angeles, Marty Swartz of the Egyptian, William Roberts of the Wilshire and Harry Wallace of the Belmont. A three-way tieup gave impetus to the highly geared campaign manager Charles E. Shutt put on for the playdate of the short subject "Highway Mania," at the Telenews theatre, San Francisco. The showing was jointly sponsored by the San Francisco Chronicle, the National Safety Council and the theatre. The tieup with the Chronicle resulted in a wealth of publicity for the film. The newspaper mentioned the playdate for seven consecutive days in the safety box on the front page. Typical copy read : "The White Flag flies from the Chronicle tower again today. This signifies there was no traffic fatality in San Francisco during the last 24 hours. Keep the White Flag of Safety flying. Drive carefully. And see the Chronicle-sponsored traffic safety film, 'Highway Mania,' at the Telenews theatre this week." The newspaper also publicized the short with a special story on opening day, distributed 5,000 "Important Summons" throwaways and supplied the theatre with accident photographs for interior and exterior displays. The National Safety Council had 100 bulletins mimeographed for posting on various bulletin boards and in all departments of the Highway Patrol, State Highway Division, State Highway Legal Department and all other offices of the Motor Vehicle Department. The council also mailed out 500 of the "Important Summons" throwaways. A wrecked car was secured from the National Auto Club and displayed in front of the theatre for the week of playdate. A driving reaction meter was obtained from the California Motor Vehicle Department Promotes School Supplies For Kiddie Program School supplies were promoted by manager W. R. McCormack for children attending a Back-to-School program at the Roxy theatre, La Porte, Ind. 2,000 heralds were passed out to children three days before the show. Weekly programs for two weeks in advance plugged the school show on the front page. Announcements of the special program were made at the Fox Kiddie Club on the Saturday before the show. Lobby Display, Newspapers Exploit Stranger Date An attractive lobby display and excellent newspaper coverage aided the engagement of "O.S.S." and "Cuban Pete" at the State theatre, White Plains, N. Y. The campaign was arranged by manager Michael Stranger and assistant manager Mike Piccirillo. The mirrors in the lobby were silvered, with copy reading : "Mirrors cracked from vibrat for a display in the downstairs lounge. An attendant was on duty at all times to test patrons' driving reactions. Arrangements were made for the Motor Car Association of Northern California to send out bulletins to their 600 members at no cost to the theatre. Eight downtown Bohemian Garages distributed 8,000 throwaways the first two days of playdate. The throwaways were pink and resembled a traffic citation. A general order was issued over the Police Department's teletype to all members of the force, informing them of the film's engagement at the Telenews. Throwaways were planted in the main license and driving examination station. All newspaper ads, stories and the lobby display played up the endorsement of the picture by the Chronicle, Safety Council and the Motor Vehicle Department. ing applause after preview showing of 'O.S.S'." Fifteen minutes of free radio time was obtained from station WFAS in the form of a quiz program with guest tickets for prizes. Four window tieups in central White Plains plugged both features and playdate. Grant's and Woolworth's used counter displays. Brown Sets Coloring Contest A coloring contest was arranged by manager Bill Brown to exploit his date on "Black Beauty" at the Bijou theatre, New Haven, Conn. Included among the prizes for youngsters were roller skates. Nylons were awarded to participating adults. Uses Food Baskets for Prizes Twenty food baskets are given away free by manager Morty Haas at his "Country Store Nite" every Wednesday through a tieup with local merchants. The baskets, which contain many scarce food items, are donated by the merchants. Haas is manager of the Regal theatre, Wilkinsburg, Pa. MANAGERS' ROUND TABLE, NOVEMBER 2, 1946 57