Motion Picture Herald (Mar-Apr 1947)

National Search For Beauty Aids "Calendar Girl" A "Calendar Girl" search focused widespread attention on the opening of the picture at the Mayfair theatre in Baltimore, Md. The cooperation of local merchants and a radio station was enlisted to aid the promotion, which was worked as part of the national "Calendar Girl" contest sponsored by Republic Pictures and Brown & Bigelow, advertising firm. Republic is offering $1,000 cash to finalists in the contest, with $250 going to the winner. She also will receive a vacation in Hollywood, New York or Chicago, with all expenses paid, and a chance to have her portrait painted in full color for a Brown & Bigelow calendar. An eye-arresting 6x8 foot display was used in the lobby of the Mayfair to publicize the contest. A special contest trailer built up interest for 10 days in advance. Free radio spot announcements were obtained on record programs. Royal Crown Cola devoted 15 minutes of its half hour daily program over WITH for six days to news of the contest. The campaign was arranged by publicist J. E. Hurwitz and Republic exploiteer A. Arthur Price. Radio Tieup Promoted by Hynes for "Ladies Man" A tieup with a local radio program netted manager Robert A. Hynes a great deal of publicity for his playdate of "Ladies Man" at the Criterion theatre, Oklahoma City, Okla. The tieup was arranged with the "Man About Town" program. Four days before opening, ladies appearing on the program were asked: "Would you like to meet an Oklahoma oil millionaire who is single and had $50,000 to spend in a week? If so, what would you do?" Men were asked: "If your water pump came in as a gusher how would you spend your first $50,000 advance?" After the answers, the announcer told listeners to "see 'Ladies Man' and find out how Virginia Welles and Eddie Bracken reacted." Student Preview Exploits Playdate of "Jolson" Special attention was directed towards high school students by manager Fred McMillan in his campaign to exploit the playdate of "The Jolson Story" at the Warner theatre, Washington, D. C. A special screening of the picture was held for editors of high school publications. McMillan also arranged for George Jolson, Al's younger brother, to be host to 600 students of the Jefferson High School at the opening performance. Through a tieup with Decca, copies of the Jolson record album were furnished to all disc jockeys. The records were played over all the local stations and by orchestras in night clubs, etc. Ladies Attend Matinee for "Nora Prentiss" Contest A special ladies matinee climaxed a contest based on the question "If you were 'Nora Prentiss', would you keep your mouth shut?" at the Stamford theatre, Stamford, Conn. Acting manager Herb Fenton arranged the matinee so that the feminine element could submit replies to the question. The competition was plugged for nearly two weeks in advance, both in newspapers and over the radio. Thirty prizes were awarded for the best 25-word replies with the top winner being announced and interviewed over the radio. Sorkin Arranges Gala Premiere For "Years" An elaborate premiere highlighted by the appearance of President and Mrs. Truman, government officials, Hollywood stars and other notables drew a wealth of newspaper publicity and public attention to the playdate of "The Best Years of Our Lives" at the RKO Keith theatre in Washington, D. C. Manager S. L. Sorkin conducted the campaign. The premiere was sponsored by the Washington Committee for National Civilian Rehabilitation, of which Mrs. Harry S. Truman is honorary chairman. The committee prepared a 30-page program for the premiere, which was paid for by merchant ads. The committee also distributed pamphlets, in which the chairman, Mrs. Harold H. Burton, asked the public to support the benefit performance. The gala premiere was publicized extensively in all the local newspapers day before opening and opening day. Numerous window tieups were promoted. Heralds Exploit Jitterbug Contest in Morristown Attractive heralds were distributed by manager Birney Feld to advertise a "Jitterburg Jamboree" stage show and contest at the Park theatre, Morristown, N. J. Two radios were promoted for prizes. The cooperating merchants also used window displays to exploit the contest and show. Atom Bomb Letter Contest Aids "Beginning or End" A letter-writing contest on the subject of the atom bomb highlighted manager Joseph S. Boyle's campaign for "The Beginning or the End" at the Poli-Broadway theatre, Norwich, Conn. An announcement of the contest was carried in the Norwich Bulletin. Considerable publicity was garnered by Boyle in both the Bulletin and Record. Teaser cards and radio tieups also helped to exploit the picture. 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