Motion Picture Herald (Nov-Dec 1946)

"CAESAR" COMES TO DUBLIN THE SAVOY cinema is transformed with reproductions of the Nile Valley for "Caesar and Cleopatra." Fergus O'Ryan, art director for the Rank organization in Eire, and one of the country's leading painters paid tribute to past and contemporary genius. At left, entrance is redecorated. Entire auditorium was changed from its usual Spanish motif. Right; topping main stairway, a three dimensional setting shows Cleopatra gazing into the eternal mirror and plaque, far right, of Caesar and Cleopatra. SELLS "MARGIE" TO SCHOOL STUDENTS A highly successful campaign aimed principally at high school and college students drew considerable extra business for the opening of "Margie" at the Des Moines theatre, Des Moines, la. The elaborate promotional effort was devised and carried out by manager Harold B. Lyon. A special screening was held two weeks before opening, with the editors and faculty advisors of Drake University and all high schools in attendance. Many stories were garnered in school publications as a result of the screening. In addition, a 14-inch ad was run in the University paper. To carry out the theme of the period depicted in the picture, a typical school "jalopy" was used on all downtown streets. The car was appropriately lettered with the title "Margie," and playdate. The occupants of the car were attired in the style of the picture's era. For another ballyhoo, a long banner was carried by two boys in front of the auditorium where 8,000 teachers were in convention. Copy on the banner read : "Teacher's Pet Is 'Margie'." One of the most striking signs which has Now Lei us moke your special trailer*. we knov* how! Not ready yet . . . but it's not too early to make your plans for using this new source of supply. XI FILMACK 1327 S. Wabash Ave.. Chicago 5. 11L appeared in Des Moines was made up for "Margie." The sign was made with each letter of the title on a four-foot square of pressed wood. The squares, lettered on both sides, were hung vertically above the marquee. Each letter of the title was done in a different color, producing an eye-arresting effect. At night the sign was lighted with flood lamps. By day or night the sign riveted attention as it could be seen for several blocks at either side of the theatre. The title received special attention on the marquee, with letters twice the usual size. Again, each letter of the title was done in rainbow colors. The letters were the silhouette type but a motif of musical notes and stars were cut into the stroke of the letter. The musical notes and stars were backed up with many colors, which enhanced the whole effect. Scores Radio Contest A contest was set with radio station KSO, which ran for four consecutive days before opening. Listeners were asked to send in their list of song titles with girl's names appearing in the title, starting off with "Margie." The competition was tied-in with Bill Baldwin's "Tea Time Serenade." Songs from the picture were used on the program. Gene Emerald devoted five minutes of his program over station KRNT to salute the picture and urge his listeners to see it. A 15-minute transcription with excerpts from the picture was aired over KSO day before opening. Special Election Day cards were placed among the other political cards near polling places in the city. The card had a cut of Jeanne Crain, star of the picture, and copy reading: "The people's choice! After all is said and done there is really only one . . . 'Margie'; starts Thursday, etc." Printed in red, the cards stood out from the blue and black cards that were used by the campaigners. Lyon had girls call numbers listed in the classified section of the telephone directory. The conversation was on the order of: "Is 'Margie' there? . . . 'Margie' who? . . . Just 'Margie'. . . . Isn't this the Des Moines theatre where 'Margie' is showing?" Considerable word of mouth comment resulted from the telephone promotion. A special poster was made for all music stores to sell the songs played in the picture. The posters carried the heading: "The all-time hit parade," followed by the song titles. Cards were placed on all street cars, carrying the playdate message to all parts of the city. In addition to newspaper publicity, art and a story appeared in the publication, "What's Doin' in Des Moines." Election posters stump for Moines. 'Margie" in Des 106 MOTION PICTURE HERALD, NOVEMBER 30, 1946