Motion Picture Herald (Mar-Apr 1947)

Press and Radio Publicity Set For "Years" An extensive newspaper and radio campaign heralded the opening of "The Best Years of Our Lives" at the Capitol theatre in Cincinnati. The campaign was arranged by RKO publicist Nathan Wise. A five-day contest with art was planted in the Times Star, starting eight days in advance. Two follow-up stories in addition to the five contest stories also were used by the newspaper. Approximately 20 country newspapers, exclusive of Cincinnati, and within a radius of 25 miles, were covered with a 125-line ad, scene mat and story. A full page co-op ad was promoted with Jenny's. Wise arranged an outstanding radio tieup with WLW, which is celebrating its 25th anniversary. On station break identifications it was announced that : "This is station WLW, celebrating its 25th anniversary and looking forward to 'The Best Years of Our Lives.' " Contests were promoted over radio stations WCPO, WSAI and WKRC. WCKY ran a half-hour forum for a discussion of the picture. Cross trailers were used in all RKO theatres in Cincinnati. Cards were placed inside taxicabs and on the outside of street cars. Three special screenings were set up for newspaper and radio people. Arranges Merchant Tieups For "Razor's Edge" Julius Daniels, city manager for Walter Reade theatres, Perth Amboy, N. J., arranged local merchant tieups and displays in conjunction with the playdate of "The Razor's Edge" at the Majestic theatre. Window cards and brochures were distributed around Perth Amboy and 3,000 book marks were given out by book stores. Newspapers cooperated with publicity and in addition to the usual display ads, merchants placed cooperative ads in the Evening News. Creates Goodwill for Theatre A wealth of goodwill publicity resulted from a free show and a bicycle giveaway at the Gem theatre, Etowah, Tenn. Manager D. T. Stalcup arranged the promotion for the 35th anniversary celebration of R. E. Martin in show business. Mr. Martin is head of Martin Theatres. The show was arranged for children. Designs Special Window Cards A window card which had the appearance of a police reward sign was designed by manager Sabie Conti to exploit the playdate of "San Quentin" at Reade's Paramount theatre, Plainfield, N. J. Copy read: $5,000 reward for the capture cf inmate 7863. For information contact Lawrence Tierney, star of 'San Quentin' at, etc." 50 THESE SQUEAMISH MEN Extra newspaper publicity was garnered by manager James Tobin for a scare poll he conducted in conjunction with the playdate of "The Beast with Five Fingers" at the Warner theatre, Bridgeport, Conn. A total of 878 question cards were handed out during the initial showing of the picture, and approximately 64 per cent, or 565, were filled out and returned to ushers as the patrons left the theatre. A breakdown of the poll results showed that 189 men admitted to being scared, while 71 said the action on the screen did not affect them. Of the women returning cards, 201 confessed to feelings of fear while they watched the picture, while 104 reported they felt no fear. This would seem to prove that the males scare the easiest. Youth Club Members Debate For "Mildred Pierce" A tieup with the local Youth Club was arranged by manager Arthur Wolfson to promote "Mildred Pierce" at the Rex Cinema, Salford, Lanes., England. Members of the club held a debate on "Mother Love," theme of the picture. The tieup resulted in considerable word of mouth comment. Wolfson also arranged a tieup with a cafe opposite the theatre whereby imprinted slips of paper were placed on cutlery handles and tea cups. Two seats were marked off in each section, with guest tickets awarded to each mother and daughter combination sitting in them. Mechanical laughing man at the Joy theatre in New Orleans provoked bursts of hilarity from passersby, according to James MacKenna, manager of the theatre, and helped to sell tickets for "Ifs a Joke, Son". The moving head and arms and electrical transcription of the laughing record through a loud speaker system . made for realistic ballyhoo. Parade Climaxes Contest to Find Local "Margie" A contest to find the local "Margie" highlighted the campaign arranged by manager Nick F. Condello for the engagement of the picture at the Chakeres State theatre, London, Ohio. The contest was climaxed with a parade led by the local high school band and a 1926 Ford Convertible. A little girl dressed in a white pleated skirt, red jacket with a little red and white cap carried a megaphone with "Margie" inscribed on it through the streets to ballyhoo the picture. The megaphone was filled with candy kisses and cards attached reading : "A Kiss from 'Margie.' " The kisses were distributed to passersby. Condello promoted a " 'Margie' Sundae" at two local ice cream parlors. Four thousand leaflets, publicizing the sundae and the playdate of the picture, were distributed by the ice cream parlors. A phonograph, playing tunes from the picture, was set up in the lobby. An eightfoot flashing "Margie" upright sign with flashy pennants decorated the front of the theatre. Under the marquee, one-foot bright red letters spelled out the title of the picture. Sandwich Man Parades Streets for "Secret" A man in Mardi Gras costume carried a sandwich sign through the streets to ballyhoo manager Paul Klingler's playdate of "Her Sister's Secret" at the Strand theatre, Waterbury, Conn. Two 9-ft. silk valances and one silk burgee were used in the lobby in advance of the showing and on the marquee during the engagement. 5,000 napkins were imprinted and distributed to Woolworth's, Kresge's, Sneider's Restaurant, the Chocolate Shoppe, Mulligan's Restaurant, and Stone's Soda Bar. A window tieup also was arranged with Woolworth's. Builds Novel Lobby Exhibit Manager J. A. Achner designed a novel lobby exhibit to promote his playdate of "Appointment With Crime" at the Star Cinema, Wandsworth, London, England. Besides a "safe," which was made from a large wooden box, Achner used a dummy. The dummy was dressed as a rough character complete with a mask and burglar implements. He was placed in a crouching position as if he was about to open the safe. Tieups Aid Double Feature Window and counter tieups with several stores aided manager Bill Brown to put over his playdate of "Wake Up and Dream" and 'Wanted for Murder" at the Bijou theatre, New Haven, Conn. Bookmarks were distributed at the public library and the lending library of Shartenberg's Department Store. MOTION PICTURE HERALD, APRIL 5, 1947 '