Motion Picture Herald (Mar-Apr 1947)

Limericks, Music Aid "Loved You 99 In Akron, Ohio A limerick contest, for which over 500 replies were received, highlighted the extensive campaign arranged by manager Sid Holland for his engagement of "I've Always Loved You" at the Palace theatre, Akron, Ohio. The contest was sponsored by the Beacon Journal. Because of the picture's musical background, special attention was directed towards music groups. Heralds were inserted in programs at concerts, recitals, etc. Post cards were sent to music teachers and students. Letters were placed on all grade and high school bulletin boards, Akron University, Kent -University and all branches of the public library. A cooperative herald deal was arranged with Rudick's Jewelry Store, which shared the cost of imprinting and distributing the heralds. 200 busses carried cards. Twenty Watkins dealer stores used one-sheets in windows. Newspaper publicity, radio spot announcements and displays also figured prominently in the campaign. Promotes Windows for "Song" Window tieups were arranged with four of the leading local stores for the engagement of "Song of the South" at the Ritz theatre, Shawnee, Okla. The tieups were set with J. C. Penney, Kress, Warren's Department Store and Houstin Payne, photographer. Two 15-minute and two fiveminute transcription programs plus numerous spot announcements were used over station KGFF. The campaign was arranged by owner-manager Johnny H. Jones. Simultaneous opening of "Song of Scheherazade" at five Fox West Coast theatres in Los Angeles recently called for close cooperation between the theatre managers. Numerous window tieups such as the one above, crediting all five theatres, resulted. Special Jeeps Help to Exploit "Show-Off" A fire engine jeep was obtained from the jeep distributor for the area and used in front of the theatre to ballyhoo the playdate of "The Show-Off" at the Granada theatre, Kansas City, Kan. Another jeep, painted red, was secured from the local jeep dealer. Signs tied-in the show-off jeeps with the title of the picture. The jeeps also were driven around town with a motorcycle police escort. For a lobby display, Barnes added a real collar and flashy necktie to a head and shoulder pose of Red Skelton, star of the picture. The campaign was arranged by manager Charles W. Barnes, Jr. Shoe Promotion Draws Attention To "Woman" A good street promotion that attracted considerable attention was arranged by manager Mollie Stickles for "The Strange Woman" at the Poli-Palace theatre, Meriden, Conn. Through a tieup with the Miles Shoe Company, a pair of size 6A shoes and a salesman's low stool was obtained for the street ballyhoo. A theatre attendant set up shop at a busy corner with a sign, reading : "Can you fill the shoes of 'The Strange Woman'?" Guest tickets were awarded to the first 6 women each day, for three days, who could properly fit the shoes. Another effective promotion for the playdate also excited a good deal of comment. Special one-inch ads were used at the bottom of page one of both local newspapers to announce that "The Strange Woman" would call Meridenites during the week. A young woman picked names at random from the telephone book and asked such questions as "If you read today's paper you should know who is the author of 'Strange Woman'." Guest tickets were mailed to persons giving the correct answer. A full window display was arranged for the Jepson Book Store. The display consisted of two 28x44 blowups of the book, two 20-inch heads of Hedy Lamarr, a set of cutout title letters and two 11x14 announcement cards. A huge board also was used in the lobby two weeks in advance. Designs Lobby Setpiece For "Blue Skies" A special lobby setpiece was designed by manager Elmer Adams, Jr., to exploit his playdate of "Blue Skies" at the Bison theatre, Shawnee, Okla. The display consisted of pictures of the stars, catchlines and sheet music from the picture, with the music notes in metallics. Adams arranged for the picture to be reviewed at a meeting of the local music club. Free playdate announcements were made at basketball games at the Municipal Auditorium. 25 window cards were used in stores and in school lunch rooms. Co-Op Display Ads Set by Taylor in Buffalo Two cooperative newspaper display ads were promoted for the playdate of "Lady in the Lake" at the Buffalo theatre, Buffalo, N. Y. Charles B. Taylor, advertising director for Shea's Buffalo theatres, arranged the tieups with Sealtest Dairy Products and Edwards Beauty Shop. Taylor also promoted a four-column by I6y2 inch cooperative display ad in the Evening News and Courier-Express to exploit "California" at Shea's Great Lakes theatre. The highlight of the ad was a photo of Ray Milland, star of the picture. Double YOUR POPCORN "PROFITS" With <^CRET0 RSj^ Aux'liary MOD 41 POPCORN MACHINE Since 7885 * Pops 50 lbs. Raw Corn Per Hour * Weight Equalizing Device — Easy Pan Dump Large production . . . Fast, efficient, trouble-free. Pops corn direct in the seasoning and salt. Pan easily dumped . . . Enclosed transmission . . . gears run in oil . . . Keeps heat where needed . . . No pressure from popping corn insures maximum popping volume. Dump handle interchangeable— right or left hand operation. Machines operated by bottle gas or natural gas. Motor driven by electricity. Gasoline extra C. CRETORS & CO 56 E. 13th St. 56 MOTION PICTURE HERALD, MARCH 29, 1947