Motion Picture Herald (Mar-Apr 1947)

ODEON SETS SMART STYLE IN DISPLAY ADS SEASON'S GREETINGS AND AU. THAT STUFF/ Odeon Theatres of Canada is directing special attention to getting maximum reader notice from newspaper ads. Here are some typical illustrations of current and institutional sales messages by the circuit chief of advertising and publicity, larry Graburn, who headquarters at the company's main office in Toronto. TODAY! Clues Scattered In Hartford for ''Heart" Hunt A treasure hunt was arranged by manager Fred R. Greenway to promote his date on "My Secret Heart" at the Palace theatre, Hartford, Conn. Heart-shaped designs, used as clues, were scattered throughout the downtown areas. Persons finding the designs received guest tickets and cash prizes. Local newspapers cooperated by announcing the contest. For another promotion, Greenway arranged a tieup with local super-markets whereby alarm clocks were placed near the cashier in each store. Every time the alarm rang, the person at the cash register would get two passes to see the picture. A large clock was set up in a local jewelry store window, with copy announcing that persons guessing closest to the time the clock would stop would receive guest tickets. A newspaper contest also was promoted with guest tickets being awarded for the best letters on the subject, " 'Secret Heart' desires." A sundae named after the picture was featured in a number of local ice cream parlors. Kopplemann news delivery trucks were bannered with playdate copy. Teaser post cards were mailed out to a list of feminine names. Police and Radio Join in Safety Test for "Chase" The cooperation of the Atlantic City Police Department and radio station WEPG was obtained for a five-day "perfect pedestrian" contest held in conjunction with the playdate of "The Chase" at the Hollywood theatre, Atlantic City, N. J. A sergeant and three policemen were assigned the task of selecting the safest street crossers and the one "perfect pedestrian." The award, a $25 savings bond, was made over the air in a MANAGERS' ROUND TABLE, MARCH I, 1947 IN THEATRES! THE WORD FOR PROGRESS I Soon (1947-48) at least 25 new theatre*, many now under construction, will open their doors to Canadian audi* cnces — each the result of imaginative planning, bached by the experience and -eHort of showmen Inspired to create that which will be second to none — the western world's t motion picture theatres. Later (1949.50) a total of W deluie tertalnment palaces will have been opened, completing Odeon's first tour* year period of construction — the last word In design, equipment, comfort, service and hospitality. BY 1950 ODEON WILL HAVE PROGRESSED TO A CIRCUIT OF MORE THAN 17S THEATRES— IN JUST NINE-SHORT YEARS FROM INCEPTION — AND |SS ODEON WILL BE SYNONYMOUS WITH THE FINEST IN THEATRE T £ MANAGEMENT, ENVIRONMENT, PATRON COMFORT AND ABOVE ALL, I | ENTERTAINMENT. F o ODEON THEATRES OF CANADA, LIMITED 15-minute broadcast. The Atlantic City Press ran an advance story with all the details, plus a follow-up story and a picture of ceremonies at City Hall. The campaign was arranged by manager Harry Waxman. Plants Stories for Stage Show A good deal of free newspaper publicity was garnered for a stage show at the Pier theatre, Bognor Regis, Sussex, England. The campaign was arranged by Ewan S. Shaw, publicity director. 15,000 doublesided throwaways were distributed by newsboys through an arrangement with Wholesale* Newsagents. Film Gets Big Boost from Seven Days of Co-Op Ads A cooperative newspaper ad appeared daily for seven consecutive days through a tieup manager Sol Sorkin arranged with Columbia Federal Savings and Loan Association to exploit his engagement of "It's a Wonderful Life" at the RKO Keith theatre, Washington, D. C. In addition, Columbia Federal used two radio spots daily for seven days over WMAL to publicize the playdate. Promotes Gifts for Kiddie Show Manager Melvin Katz promoted gifts for all children attending a special holiday kiddie show at the Hippodrome theatre, Pottstown, Pa. In addition 75 major prizes were awarded to lucky ticket holders. The prizes were supplied by merchants under the sponsorship of the Chamber of Commerce. HENRY R. ARIAS PURCHASING AGENT Foreign and Domestic Film Distribution 729 Seventh Ave.. N. Y. 19, N. Y., LO.3-1510 Servian th« Indtntry Sine* |»I3. Negotiation la Any Laaraut CABLE: HENARIAS. N. Y. 57