Motion Picture Herald (Mar-Apr 1947)

Dorseys Appear In Harrisburg For Premiere The personal appearance of the two Dorsey brothers, Tommy and Jimmy, drew a wealth of attention to the world premiere of "The Fabulous Dorseys" at the Regent theatre, Harrisburg, Pa. The brothers were born in the coal-mining region oi Pennsylvania. Manager Sam Gilman conducted an outstanding campaign for the premiere. Coverage was complete, starting with the arrival of the band-leader brothers at the Harrisburg station where they were met by State Senator Paul L. Wagner and a crowd. Large placards had copy reading: "Welcome Dorsey Brothers." Earlier in the day, a resolution was read in the Pennsylvania State Senate, honoring the brothers for their contribution to music and to the state. The Dorseys appeared on the stage opening night. A reception was held in the Hotel Hershey, which was attended by Governor James H. Duff and other officials. The brothers posed with Governor Duff for an informal photograph showing the governor with Tommy's trombone. The picture broke in all Harrisburg papers and was sent out nationally via the wire-photo services. As part of the advance campaign, a 10-day "Musical Family Contest" was arranged. Prizes were awarded to the family having two outstanding musicians. Broadcasts, featuring the contest winners, were aired over stations WHP and WHGB. The reading of the governor's resolution by Senator Wagner also was broadcast. Twelve Victor record dealers cooperated in full-page ads in all Harrisburg newspapers. Approximately 25 window displays were arranged for the opening with streamers, valances and other theatre accessories decorating the Regent front. For the opening of the picture at the Warner theatre in Pittsburgh, a "Dorsey Disc Dig" was held night before opening at a ballroom. This was an all-recorded, all-Dorsey dance sponsored by a Pittsburgh chain of record stores, the local RCA-Victor distributor and radio station WWSW. The campaign was arranged by Jim Totman, advertising chief for Warner Bros. Pittsburgh theatres. THEATRES WANTED If your theatre is showing a profit and priced right we can sell it for you within 30 days. Send complete information as we have buyers waiting. Ail information confidential. Buyers, we nave the theatre you want. Contact us. NO BROKERS, DIRECT DEALS ONLY. THEATRE ENTERPRISES 730 E. 11th Street Houston 8, Texas Phones: V. 2-2839. V. 2-7841 IT'S A JOKER, SON! An ordinary deck of playing cards was used by manager A. G. Painter in a most novel manner to exploit "Mr. Ace" at the Center theatre, Oak Ridge, Tenn. The cards were interlaced for a lobby display with the following copy: "It's no (joker), son; it's in the cards. The (king) took the (queen) with all their (jack) on the (10) of the month and traveled (9) miles into (8) counties in their (7) year car with (6) cylinders and (5) tires, of which (4) were mounted. The (3) kids in the car were (2) boys and Mr. (Ace) who will be at the Center theatre on . . . ", etc The display attracted a good deal of attention. Hires Cub Plane To Sell "Edge" A cub plane with an amplifier and storage battery installed was used by manager Lat Heard to ballyhoo the playdate of "The Razor's Edge" at the Elbert theatre, Elberton, Ga. The plane glided into town at about 500 feet with an announcer calling on the townspeople to see the picture. Heralds were dropped from the plane. The promotion caused quite a stir in Elberton. Heard arranged a late show each night so as not to conflict with an old-fashioned revival service being held during his playdate. This was announced from the pulpit. Permission was obtained from the chief of police to post 24-sheets in the middle of streets in the public square. One-sheets were posted on all corner sidewalks downtown. Six spot radio announcements were used daily for 10 days to promote the playdate. TALL TALES CONTEST HITS JACKPOT A tieup with a local newspaper columnist for a "Tall Tales" contest developed into an outstanding promotion for the playdate of "Cross My Heart" at the State theatre, Minneapolis, Minn. Through the tieup with columnist Frank Mclnerny of the Daily Times, manager Charles A. Zinn expected a couple of days' publicity with the usual follow-up. The reaction to the contest was immediate, with the result that the newspaper's promotion department got hold of it and pushed it into a nine days' undertaking. For the competition, readers were required to send in a tall story of 100 words or less to Mclnerny. Cash prizes and guest tickets were awarded to winners. Opens All Stops For Washington Global Premiere Special screenings, a parade, the personal appearance of a star of the picture, ballyhoo and tieups heralded the global premiere of "The Beginning or the End" at the Palace theatre, Washington, D. C. The highly extensive and effective campaign was carried out by Brock Whitlock, publicity director for Loew's Washington theatres. The special screenings for government officials, White House correspondents, representatives from all Washington newspapers, radio executives, etc., resulted in ai» unprecedented barrage of radio comment ano editorial news space, beginning 10 days prior to the premiere. A mild sensation was created throughout the streets of the city at noon the day prior to opening when 8,000 economy novelty toy paper bombs were dropped from the sky simultaneously on eight strategic locations. 2,000 of. the toy bombs were distributed at four leading high schools. The paper bombs carried the copy: "If this were an atom bomb it wouldn't be the Beginning — it would be the End!" An elaborate schedule was arranged for the personal appearance of Tom Drake, a star of the picture. In the four days he was in Washington. Drake attended luncheons, dinners, met the press and appeared on radio programs. He also was in the parade and spoke over a public address system in front of the theatre. The parade started at the Hotel Mayflower and wound up at the theatre. Eight motorcycle policemen led the parade, which included government officials. The entire theatre front carried a Hollywood opening atmosphere. Sky flood lights were obtained from the Coast Artillery at Fort Story, Va. Through a tieup with the Student Assembly Page of the Times-Herald, students were invited to photograph Tom Drake at the Washington Monument Grounds at a given time. Cash prizes were awarded for the best photos of the star. Peffley Ties-ln Plymouth Rock Envelopes containing pieces of rock were distributed to publicize manager Dick Peffley's engagement of "The Shocking Miss Pilgrim" at the Paramount theatre, Fremont, Ohio. A card attached read: "Plymouth Rock is all broken up over 'The Shocking Miss Pilgrim'. Oh, the things she does!" The promotion was paid for by a local merchant, who used the back side of the card for an ad. Gets Press Break for Show A four-column photograph and story was planted in the Runcorn Guardian by manager Jack Campbell to exploit a "Cinderella" pantomime show at the Scala Cinema, Runcorn, Cheshire. England. The pantomime was performed by an all-child cast. 68 MOTION PICTURE HERALD, MARCH 15, 1947