Motion Picture Herald (Mar-Apr 1947)

Ties-in Scouts, Merchants, Press Through a tieup with the local newspaper and merchants, manager Bob Deitch secured a full page cooperative ad to exploit the short subject "Men of Tomorrow" at the De Witt theatre, Bayonne, N. J. A two-inch high streamer across the bottom of the ad, which tied-in with Boy Scout Week, publicized the short and playdate. Two scouts from each of the 28 troops in the city were selected to attend the theatre opening night as guests of the management. Stories, dealing with the selection of the scouts, were carried daily in the Bayonne Times for a week in advance. A contest was held among the various troops to select the best exhibit of Boy Scout implements for a lobby display. In addition, the 28 troop standards were displayed in the lobby 10 days in advance. One-sheets were placed in each troop headquarters two weeks before opening. Deitch, a former scout, persuaded the executive director of the Bayonne Council, to use the slogan "Every Scout bring a nonScout to see 'Men of Tomorrow'." The playdate was publicized at a meeting of the civic organizations, religious groups, etc., two weeks before playdate. Contest Exploits "Madeleine" Manager William S. Canning conducted an identification contest to exploit "13 Rue Madeleine" at the Empire theatre, Fall River, Mass. Theatre patrons were invited to identify Boston and Montreal scenes appearing in the picture. Guest tickets were awarded for correct identification. Heralds Aid Double Feature Manager William G. Klug arranged with local school authorities, for the distribution of heralds to exploit "The Plainsman" and "Jungle Princess" at the Plaza theatre, Mil. waukee, Wis. Other heralds were passed out to patrons as they left the theatre several days in advance. Street Ballyhoo and Teasers Boost Bombay Playdate Sandwich men paraded through the streets to exploit manager Homi Hyderabadwala's engagement of "The Harvey Girls" at the Metro theatre in Bombay, India. On one side of the sign the copy was in English and on the other side the wording was in the vernacular. Teaser ads were used in the local newspapers. A rubber stamp was employed on the backs of all tickets sold for a week before opening with copy reading: "Don't forget to make a date with those gorgeous 'Harvey Girls.' " A street banner was put up in one of the busiest sections of town before playdate and sniped for the run of the, picture. Uses Midnight Screening Gag Manager E. J. Harvey offered $10 to any healthy woman over 21 years of age who would sit in the theatre alone at a midnight screening of "The Beast With Five Fingers" at the Palace theatre, Danbury, Conn. The offer was announced in a series of newspaper ads as well as through mimeographed notices distributed to factories and other places employing female help. Sets Tieup With Radio Broadcast For "Prentiss" A tieup was arranged with radio station WLOL for a " 'Nora Prentiss' MarriageFormula Contest" to exploit the playdate of the picture at the Radio City theatre in Minneapolis. Publicist Don Alexander set the tieup with the station's daily "Love, Honor and Obey" program. The contest was based on the fact that the story of "Nora Prentiss" deals with the breakup of a marriage. Listeners were asked to submit their formula for a happy marriage in 100 words or less. The entries were judged by a board consisting of a family relations counselor, a divorce court judge and the marriage license clerk. Writers of the 25 best letters were invited to a special screening of the picture two nights before opening. A special broadcast was held from the screening room, with the guests telling their reactions to the picture. Now. uriiHlVHHH ZrrhLooK who's COOKING ■Cor a. 3rd, , BIG WEEK/ Br'er RABBIT Br'er FOX • Br'er BEAR Dangerous Murder Trad Disappears ! THE FALCON'S ADVENTURE" Aa^TOM CONWAY MADGE MEREDITH WANTED RAY MILLAND for Roughing f Barbara STANWYCK CALIFORNIA In Savage Technicolor with Barry FITZGERALD BwayCAPITOL COMING! THURSDAY! 1 1 1', 1 1 j\ , || ■} j [U{ < ( PRONOUNCED "/M PERFECT") A PARAMOUNT PICTURE m EDDIE ALBERT ■ Charlie Ruggles ■ Zasu Pitts A SPOOKlNGr -ACQUAINTANCE UHTtt HI ff"l IIB« -^JT " LEO GORCEY HUNTZ HALL Alice Gotham, advertising director for United Detroit theatres in Detroit, Mich., continues her distinctive pattern of display advertisements, with special emphasis an catch copy played up over star values and illustrative material. MANAGERS' ROUND TABLE, MARCH 8, 1947