Motion Picture Herald (Mar-Apr 1947)

NEW ZEALAND SHOWMEN SET FAST EXPLOITATION PACE The first prize winners from the four zones in the Twentieth Century-Fox Showmanship contest in New Zealand this week submitted their campaigns for the Quigley Awards. The New Zealand competition was held in conjunction with the company's "World Leadership Drive of 1946." With the submission of these campaigns the four New Zealand showmen demonstrate anew that they have kept pace with developments in all facets of promotion. Manager Colin McNaught, first prize winner in the 1st zone, won his award with a campaign on "State Fair" at the Octagon theatre, Dunedin. McNaught promoted news stories in the Daily Times and Evening Star. An inters view with Dana Andrews, star of the picture, also was planted in the Evening Star. A teaser ad campaign was used for a week in advance. Setpieces were used in the main foyer, entrance to the theatre and smoking lounge. Window displays were promoted with Charles Begg and Company, Glendore Frocks, Dreavers, Ltd., and the Fashion Corner. 24-sheets were located opposite the railway workshops, opposite the St. George School, and road to the Botanical Gardens in a largely populated area. In addition, several six-sheets were used. Radio Promotion Used A 15-minute recording of "State Fair" was broadcast from radio station 4 ZB a week prior to opening. The broadcast was plugged at quarter-hour intervals during the day. The event also was publicized in both local newspapers and by a trailer at the theatre. The campaign on "Do You Love Me?" won first prize for manager Gordon B. Niven in the second zone. Niven manages the State theatre, Dunedin. An intensive newspaper ad campaign was Street ballyhoo used by manager S. A. Dye in Hamilton. This Week's Special — AT — R. G. STRONG'S Every Purchaser of a New GULBRANSEN RADIO Or High-grade Recondition Set, wfll 'receive a Double Complimentary Ticket to see 20th Century-Fox WorVi Leadership Production, "A BELL FOR ADANO" At the "STATE" Theatre nest TUESDAY WED. For QUICK SERVICE and GOOD WORKMANSHIP CONSULT P^:.m R. G. STRONG "IftS Co-op newspaper ad promoted by manager E. J. Frere Peach. conducted a week in advance in both morning and evening newspapers. Spot radio announcements exploited the picture for three days prior to opening. Niven arranged attractive front of the theatre and foyer displays, consisting of posters and stills from the picture. Window tieups were set with Beggs Music Store, A. MacDonald's Frock Shop and Waldorf Milk Bar. The first prize in the third zone was awarded to manager S. A. Dye for his promotional venture on "Centennial Summer" at the Civic theatre, Hamilton. For street ballyhoo, Dye had a "sandwich" man parade the streets of Hamilton's main business areas during the playdate of the picture. Copy on the sign read: "20th Century-Fox presents 'Centennial Summer' in glorious Technicolor. Now showing, etc." Posters, stills and cutouts decorated the front of the theatre in advance and during playdate. Two weeks before opening an eyearresting lobby display was set up. Dye also promoted a story on the picture in the local newspaper and used a board display on the main Hamilton to Cambridge highway opposite a bus stop. Co-op Scored by Peach A cooperative newspaper ad helped manager E. J. Frere Peach win the first prize in the fourth zone for his playdate on "A Bell for Adano" at the State theatre, Te Kuiti. The ad, which was three-columns by six inches, was paid for by R. G. Strong, radio and electrical dealer. Strong also used a window display, tying in Gulbransen radios with the picture. Members of the theatre staff wore special hats and badges well in advance. Nine-inch cutout letters, spelling "A Bell for Adano," were placed along the front of the stage with a large 20th Century-Fox trademark sticker mounted on either side. This at tracted patrons' attention before the start of the show, at intermissions and at the conclusion of the performance. On the day before opening and on opening day, three bicycles were decorated with playdate copy and ridden through the streets. The boys also rode the trade district on shopping night, ringing their bells. This caused a great deal of attention as the shoppers couldn't help but hear the bells and naturally turned around to see what the noise was all about. A large decorated bell with the title on a card underneath was hung from the foyer ceiling. 25 posters were placed on boards throughout the town and country in positions that caught the public eye. A large three-sheet board also was displayed in the center of a busy street which could be viewed by passengers and pedestrians. Small photo display boards were used in shop windows, hotel lounges and lodging houses. Newspaper Tieup Aids "Killers" A classified ad contest drew considerable attention to the playdate of "The Killers" at Reade's Paramount theatre, Long Branch, N. J. The campaign was arranged by manager Roy Blumenheim. The contest was announced a week in advance on the front page of the Daily Record and carried daily until the opening of the picture on the classified page. Guest tickets were awarded each day to the first readers who submitted classified ads containing letters which spelled out "The Killers." Scene cuts and readers also were run in the Daily Record during the period of the contest giving added weight to the campaign. The competition caused a good deal of interest in Long Branch and proved itself at the box office. Stresses Initial Showing Angle for "Waltz Time" The line "1st Milwaukee showing" was used by manager Helene Boesel in all publicity, advertising and exploitation to sell "Waltz Time" at the Fox Downer theatre, Milwaukee, Wis. Display ads were used in the Milwaukee Journal, Deutsche Zeitung, German language newspaper ; Shorewood Herald and Whitefish Bay Herald. A special 40x60 was used in the lobby 14 days in advance. 3,000 programs were individually distributed to all music houses, record shops, dancing schools, music conservatories, State Teachers and Downer colleges, Shorewood and Whitefish Bay high schools. 70 MOTION PICTURE HERALD, MARCH 15, 1947