Motion Picture Herald (Mar-Apr 1947)

Tobacco Tieups Set in Virginia For "House" Tobacco tieups based on Edward G. Robinson's fondness for cigars were stressed by manager Milton Kaufman in his campaign to exploit "The Red House" at the State theatre, Norfolk, Va. The combination of Robinson, star of the picture, and Virginia, a tobacco state, made the tieups highly effective. A five-store arrangement with the Robinson blend of tobacco on display at Whelan and United Cigar stores gave the picture an excellent buildup prior to playdate. All the tobacco counters had humidors containing samples of the blend without charge. An 8x12 litho sign of Robinson smoking a pipe, carried credits for "The Red House." All windows carried displays on the tieup. Kaufman planted photos of a "tobacco girl" around town. The girl was quoted as preferring men who smoke the Robinson blend. Girls from Maury High School acted as attendants at the tobacco counters for publicity purposes. Spot radio anouncements were read over WRVA, WLOW, and WGH three days prior to opening and free radio plugs were garnered on "The Man on the Street" program, "Dowdy's Beauty Chats," Joe Brown show (broadcast direct from the stage of the State) and the "Wake Up Alarm Clock" program. A BICYCLE BUILT FOR FOUR Teasers, Special Tickets Boost Star Appearance Manager Pearce Parkhurst started his campaign three weeks in advance with men-( tion in theatre ads to exploit the personal appearance of Sunset Carson at the Capitol theatre, Pawtucket, R. I. Teaser ads were used in the classified section of the local newspaper two weeks in advance. 5,000 special tickets, entitling the holder to a price reduction, were given out to children attending the theatre, by hand distribution at schools and to children members of the local boys club and YMCA. Sets Contest for Students To Exploit "Margie" A word contest conducted with the cooperation of the supervisor of the local Teen Town (where high and junior high school students gather for social events) gave impetus to the campaign for "Margie" at the Bison theatre, Shawnee, Okla. Students entering the contest were required to form as many words as they could from the letters in "Margie". A time limit of 10 minutes was set. A Ford touring car plastered with playdate copy was driven through the streets for three days to ballyhoo the engagement. Letters were sent to teachers in rural schools with guest tickets enclosed. In addition a false front, lobby dis With day-and-date showings of "Fantasia" in three different theatres in Rome, Italy, showmen got together to use this novel exploitation device. The cycles toured Rome, stopping traffic wherever they went. Cooperating showmen were Renato Marino, manager of the Corso, Carlo Navone of the Moderno and Senora Elenz Valenzano, manager of the Quirinetta. play and radio announcements helped to publicize the picture. The campaign was arranged by assistant manager Betty June Powell. Dairy Tieup Aids "Brooklyn" A tieup with a dairy outfit was arranged by manager H. H. Youngblood to exploit "The Kid From Brooklyn" at the Sevier and Tennessee theatres, Johnson City, Tenn. The cooperating merchant, Pet Dairy Products Company, used collars on milk bottles a week in advance, bannered trucks and donated prizes for a milking contest. Sets Boy Scout Week Tieup An attractive display, consisting of scout equipment, was set up in the lobby by manager Mike Hudish to tie-in with National Boy Scout Week at Century's Mayfair theatre, Brooklyn, N. Y. Throughout the week, the theatre was staffed by members of a local Boy Scout troop who, in addition to recruiting new members, participated in a stage pageant. Daransoll Promotes Radio Time for "Beast" An extensive radio campaign was arranged by manager George Daransoll for the playdate of "The Beast With Five Fingers" at the Granby theatre, Norfolk, Va. One-minute spot announcements were used on stations WGH and WSAP. Guest tickets were awarded to the first four persons identifying a "mystery tune" played on the "Frolic" program over WGH.' A like number of passes were awarded for winners on a program over WSAP. A false front, featuring a clutching hand, also helped to advertise the playdate. Sets Window Tieup for Short A large blowup of a still from the picture was planted in the main window of a popular music store to exploit the playdate of the short subject, "Follow that Music," at the Keith theatre, Washington, D. C. Manager Sol Sorkin arranged the tieup with the Homer L. Kitt Company. ARE YOU THE MAN? Motion Picture Herald can use a real showman with trade relations experience, to gather news items, interview exhibitors, secure new .and renewal subscriptions. Must have selling ability. Own late model car and be free to travel in designated territory. Good salary plus commission. Car and hotel expenses. Contact CIRCULATION DIRECTOR, MOTION PICTURE HERALD, 1270 Sixth Avenue, New York 20, N. Y. MANAGERS' ROUND TABLE, MARCH 8, 1947 59