Motion Picture Herald (Mar-Apr 1947)

Shoppers' Show Starts Campaign Off for "Life" The Selling Approach ON NEW PRODUCT [The material below reflects pressbooks now in preparation and represents the point of view of the distributors' exploit eers on selling points and special merit of these pictures.] SUDDENLY IT'S SPRING (Paramount): A gay, romantic comedy, this picture stars Paulette Goddard and Fred MacMurray. The title of the picture coincides with the season of release and thereby suggests a Spring style show in cooperation with a department store. The show could be held on the stage of your theatre. The store's promotion facilities can help you put the event over. Newspaper ads, radio time, in-the-store displays and direct mail could be used. For street ballyhoo, use an attractive girl, heavily bedecked with flowers and carrying a facsimile calendar of the current month. Your playdates are circled in red. Copy above the calendar reads: 'Suddenly It's Spring', Gem theatre". Another ballyhoo is the time-tried park bench gag. All you need is a bench, which can be planted practically anywhere, and a tack card, with copy: "Reserved for sweethearts — because 'Suddenly It's Spring' — Gem theatre". A special Varga drawing of Miss Goddard is available for many exploitation purposes. It could be used with a calendar throwaway, postcard mailer, lobby, display, teaser tack cards and window displays. This question is suggested for use by your newspaper inquiring reporter or radio station man-in-the-street broadcast: "What is the most obnoxious thing your husband does: (I) Drop ashes on the rug? (2) Blow smoke in your face? (3) Wear loud ties? (4) Monopolize the conversation with' old jokes?" The title song, "Suddenly It's Spring"., opens the way for music promotions. You Merchant Sponsors Search For "Perfect Marriage" A search for a "Perfect Marriage" was arranged by manager Walter B. Lloyd through a tieup with a local jeweler to promote the engagement of the picture at the Allyn theatre, Hartford, Conn. Announcements were made over the local radio station that persons living in the Greater Hartford area could write in their choices for the "Perfect Marriage," stating their reasons. The winning couple, selected by a jury of three persons, received a two-day trip to New York for a second honeymoon. Imprinted Cards Placed in Beauty Shops for "Nora" More than 6,000 small cards, imprinted with the line "If you were 'Nora Prentiss' would you keep your mouth shut?" were might build a radio or newspaper quiz, with contestants required to submit lists of pictures inspired by song titles. Suggest to the local disc jockeys that they line up a program of "Spring songs", including the title song. WAKE UP AND DREAM (20th CenturyFox): Here is a fanciful tale, based on Robert Nathan's novel, "The Enchanted Voyage". Exploit the book angle. Check book outlets for "Read the book — see the picture" window and counter displays and other tieup possibilities. June Haver's role in the picture suggests a contest to find the most popular waitress in town. Tie in with local restaurants for balloting and extra promotional aids. Ex-G.l. John Payne appears as a member of the United States Coast Guard in the picture. Offer a contest to name which branches of service Payne has appeared in on the screen. Examples: "To the Shores of Tripoli" (Marines), "The Dolly Sisters" (Army) and "Wings of the Navy" (Navy). Sponsor a ship model contest for the kids, awarding guest tickets for the best models. Interest grownups who follow ship modeling as a hobby to exhibit their work. Feature exhibits in the lobby or in leading department stores. Headline your campaign with a pigtail contest inspired by Connie Marshall's role in the picture. Her title as "Queen of the Pigtails", won during her modeling career, is your cue to start the pigtail contest rolling. Try for juvenile club, playground and school tieins. Award guest tickets. placed in beauty shops for distribution to patrons as part of the advance campaign carried out for "Nora Prentiss" by manager Frank Savage, Warner theatre, Youngstown, Pa. The reverse side of the card carried picture credits and playdate. Distributes Napkins, Bags Through a tieup with local merchants, manager Fred Perry obtained 5,000 imprinted napkins and 5,000 imprinted paper bags to exploit his engagement of "The Beast With Five Fingers" at the Liberty theatre, Cumberland, Md. Exploits Local "Jolson" Angle Manager Harold Maloney played up the fact that Larry Parks, star of "The Jolson Story," acted with a stock company at nearby Whalom Park to exploit his playdate of the picture at the Poli, Worcester, Mass. A special shoppers' premiere showing of "It's a Wonderful Life," and advertised 10 days in advance, gave impetus to the campaign arranged for the playdate of the picture at Reade's Kingston theatre, Kingston, N. Y. The campaign was conducted by manager Robert Case. An inquiring photographer gag was used at the shoppers' premiere. People were asked what they thought about the picture. Their comments and photos were used in the local newspaper and on a 40x60 board for display in the lobby. Comment cards were passed out at the special showing". These also were used for a display in the lobby. A three-quarter page cooperative ad was promoted in the Kingston Daily Leader. Seven merchants participated in the ad. A newspaper teaser ad campaign also helped to promote the playdate. An institutional trailer, recommending the picture, was used for 10 days before opening. Similar campaigns are being carried out for "It's a Wonderful Life" throughout the Walter Reade circuit. In some cases, instead of a shoppers' premiere, either a midnight show or a special preview have been substituted. Extensive Press Coverage Aids Stage Attraction A wealth of newspaper publicity was garnered for a stage attraction headed by screen stars Kathryn Grayson and Johnnie Johnston at the Albee theatre, Cincinnati, Ohio. The campaign was arranged by manager Jde Alexander and RKO publicist Nathan Wise. Additional press publicity resulted from a promotional stunt in which the Pi Kappa Alpha fraternal group selected Miss Grayson as "Dream Girl" on the campus of the University of Cincinnati. A tieup with WKRC's four-page tabloid, with 60,000 distribution, netted a half-page of publicity. The two stars appeared on three radio programs. Seeks Support of Church Groups The support of church organizations was sought for the engagement of "Angel on My Shoulder" at the Century theatre, Baltimore, Md. Manager Bill Saxton and Loew's publicist Gertrude Bunchez pointed out to the religious groups that the film contains a message on juvenile delinquency. Dancers Aid "London Town" Manager R. Leddra arranged for professional dancers to give exhibitions of the dance known as "The 'Ampstead Way" on the stage to exploit the playdate of "London Town" at the Gaumont Palace, Salisbury, England. The dance is featured in the film. 56 MOTION PICTURE HERALD, MARCH t, IV4?