Motion Picture Herald (Nov-Dec 1946)

Kirk 9 s Special Programs Beat Holiday Slump Recruiting Tieup Set By Taylor On "Blue Skies" Special promotions were arranged by manager D. S. Kirk to avoid the holiday slump at the Strand theatre, Middletown, Ohio. For Thanksgiving, Kirk promoted fowls for giveaways that kept up the gross for the week. Starting the first week in December, an amateur show was inaugurated from the stage of the theatre. The amateur show, with Harris Rosedale, of radio station WKRC, as master of ceremonies, will run through the month of January. It is sponsored by local merchants at no cost to the theatre. Each Saturday a kiddie matinee is held and has average over 1,000 kids weekly in the past month. The program consists of games, contests and gags, plus the two regular features, a couple of cartoons and a comedy. Recently Kirk booked "The Good Old Days," which is composed of "The Great Train Robbery," William S. Hart in "Every Inch a Man," "The Dempsey-Willard Fight," a comedy with Snub Pollard, and scenes' of old-time favorites. Through promotional tieups the advertising on the programs has cost the theatre little or nothing. Hynes Screens Short for Police to Aid Playdate Special screenings helped to publicize manager Robert A. Hynes engagement on the short subject "Traffic With the Devil" at the Criterion theatre, Oklahoma City, Okla. The screenings were held for the state police, city police and Safety Department. The municipal judge recommended at all traffic hearings that traffic violators see the short subject. Hynes secured a badly wrecked car and placed it in front of the theatre during the run of the picture. 5,000 gummed stickers printed on both sides were furnished the police department by the safety council and placed on the windshields of automobiles. They were printed from a mat on "Traffic With the Devil." Plants Stories in Press For Serial Giveaway Manager Carroll Bradley planted stories three consecutive weeks in the local newspaper on a giveaway contest to stimulate the opening of the "Hop Harrigan" serial at the Forest theatre, Forest Park, 111. The contest ran for a period of weeks, with the awards being presented on the week of the showing of the sixth chapter. A local hobby shop sponsored the competition. Prizes included a gas motor, two deluxe Exacto Tool Kits, and 10 model airplane kits. Bradley used 3,000 heralds, the front page of the weekly program, and the lobby to plug the giveaway. MONEY TALKS BIG FOR "WOMAN" A girl, giving out crisp $5.00 bills in exchange for three $1.00 bills, had people scurrying like mad in Cincinnati recently. The surefire promotion was thought up by RKO publicist, Nathan Wise, to exploit "The Strange Woman" at the Albee theatre there. The girl exchanged 20 of the $5.00 bills with reporters and photographers on hand. The Times-Star used a three-column piece of art and a story on the front page with theatre credit. The Post ran a six-column layout. The two other local newspapers used art and stories on amusement pages. Novelty Telegrams Aid "Stranger" Teaser "telegrams" were passed out to exploit the playdate on "The Stranger" at the Community theatre, Queens Village, Long Island, N. Y. Copy on the telegrams read: "Just made an appointment for you to see 'The Stranger' stop The most deceitful man a woman ever loved stop He'll be at the Community theatre, etc." Telegrams were addressed to Mr. and Mrs. Moviegoer. The campaign was arranged by manager Louis J. Hartman. One of the outstanding features of the "Blue Skies" campaign in Buffalo was the tieup of the title of one of the song hits from the picture with the local Army Recruiting Service through which the latter used specially prepared one-sheets on A boards throughout Western New York. The tieup was based on the song, "This Is the Army, Mr. Jones," which Bing Crosby sings in the picture. A special cut was prepared, showing Bing singing the song for a group of G.I.'s. The Army A boards are placed at choicest locations and attract much attention. The tieup was arranged by Charles B. Taylor, advertising director for Shea's Buffalo Theatres, for the engagement of the picture at the Buffalo theatre. In addition, Taylor promoted cooperative newspaper ads with Gamler's Jewelers and Philco. Plants Stories for Playdates Manager Bob Gustafson consistently plants a story with two-column art in the local newspaper to promote playdates at the Fox theatre, LaPorte, Ind. In addition, Gustafson runs attractive theatre ads and uses one-sheets for lobby displays. ADVERTISING LAYOUTS BY VERSATILE JAY WREN Jay Wren, advertising-publicity manager for Paramount Adams, Newark, N. J., has frequently demonstrated in these pages his skill with Ben Day backgrounds. At left he indicates equal adeptness with layouts calling for white space, forcefully holding the ad together with an attractive border. At right is a recent layout embodying black on white, reverse and Ben Day, combined with illustrative material, catch copy and general attractiveness. The reproduction is reduced from three columns, 120 lines. 52 MOTION PICTURE HERALD, DECEMBER 28, 1946