Motion Picture Herald (Mar-Apr 1947)

Boyle Arranges Press Contest For "Lake" A hidden name contest in the classified ad section of the Norwich Bulletin was promoted by manager Joseph S. Boyle to publicize his engagement of "Lady in the Lake" at the Poli-Broadway theatre, Norwich, Conn. A teaser campaign was started a week in advance of a sneak preview with newspaper ads, stories, etc. A man-on-thestreet broadcast, usually held on the sidewalk in the center of the city, was moved to the theatre lobby. The announcer asked questions about "Lady in the Lake." A teaser lobby display was set up a week in advance. It consisted of a barrel with a looking-glass bottom and copy reading : "You and Robert Montgomery in 'Lady in the Lake.' " Five hundred window cards were distributed through the cooperation of a local news agency, 1,000 bookmarks were planted in the public library, book stores and lending libraries. Tepper's Department Store used a window on the attraction in addition to distributing 1,000 imprinted shopping bags. Five hundred A cards were displayed on the tables in the dining room of the Wauregan Hotel and at local restaurants. Sound Truck Helps Exploit Lincoln's Birthday Show A sound truck was used in populated kid centers to advertise a Lincoln Birthday show for children at the Poli-Palace theatre, Meriden, Conn. Announcements were posted on bulletin boards of every school in the city 10 days in advance. 5,000 heralds were distributed to children during school recess periods. 30x40's were planted in windows of Perlin's Children's Store, Kiddie Centre, Youth Centre and Little Folks Shop. The -campaign was arranged by manager Mollie Stickles and assistant manager Lou Jaffe. Essay Contest Aids "Jolson" An essay contest over a local radio station was promoted by manager James F. Moyer to publicize his engagement of "The Jolson Story'' at the Ritz theatre, Reading, Pa. Seven albums of Jolson records supplied by the Decca Record Company were awarded to winners. Eight 8x10 standees were placed in leading music stores and a 40x60 display was used in an empty store on the main street. Ushers Wear "Abner" Costumes Manager A. G. Painter had his ushers dress in old clothes two weeks before the playdate of "Li'l Abner" to exploit the picture at the Center theatre, Oak Ridge, Tenn. The ushers were dressed to represent citizens of "Dogpatch, U.S.A.," locale of the picture. WIDE-AWAKE PATRONS SOLD ON "SLEEP" A program, consisting of "The Big Sleep" and a short subject, "The Big Snooze", was sold to wide-awake patrons by manager John H. Arnold, Yale theatre, Houston, Tex. Copy for a trailer read: "Yes, sir. 'The Big Sleep' heading a program guaranteed not to give you sleeping sickness. Including that hare brained epic of bedlam, Bugs Bunny in 'The Big Snooze'. Bogart! Baca II! Bugsy! All-one big show. Nerve-racking sagas of daydreams, nightmares. 'The Big Sleep' and 'The Big Snooze1 for wideawake patrons." The same idea was carried out on the marquee, in newspaper and radio promotion. Poster, Teaser Ads Aid "Edge " Six 24-sheets and two 6-sheets were posted three weeks in advance to herald the arrival of "The Razor's Edge" at the Bijou theatre, Savannah, Ga. The campaign was arranged by manager A. M. Sullivan, Jr. At the same time small teaser ads were started in the local newspapers. The teaser ads were continued for two weeks and then replaced by regular theatre ads. Five 40x60 blowups, one of each leading star of the picture, were placed in the lobby two weeks before opening. One hundred special window cards designed around an 8x10 still from the picture were distributed to stores. Ten thousand napkins, 5,000 bookmarks and 3,000 blotters also were distributed. Cards were planted on 100 Savannah buses. Screens "Green Years" for Medellin Officials A special screening was arranged for heads of parochial schools, newspaper editors and city officials to promote the engagement of "The Green Years" at the Metro Avenida, Medellin, Colombia, S.A. A picture of the guests at the screening was planted in El Colombiamo. The same newspaper used a picture of the theatre front with a line of people waiting to purchase tickets. 3,000 bookmarkers were distributed through book stores. Window tieups, radio spot announcements, heralds and house programs also helped to exploit the playdate. The campaign was arranged by manager Humberto Manrique and Metro-Goldwyn-Mayer publicist Luis Ucko. Anniversary Cake Displayed A huge cake was put on display in the lobby by manager Louis Nye to exploit Anniversary Week at the Hoosier theatre, Whiting, Ind. The first 200 persons attending the theatre on Anniversary Day received a piece of cake. Endorsement by Manager Sells "End" Date The highlight of manager Robert A. Hynes' campaign for "The Beginning or the End" was his personal endorsement of the picture in newspaper ads, over the radio, on a lobby board and by letter. Hynes manages the Criterion theatre in Oklahoma City. Hynes' opening theatre ad carried a personal endorsement of the picture in the form of a letter written to the general sales manager of Metro-Goldwyn-Mayer plus the views of a preview audience. The endorsement was used for five days before opening and five days after opening over the "Man About Town" program emanating from station KOCY. Ten thousand copies of Matt Cochran's letter to his wife (used in the picture) and captioned "A Letter You Will Remember as Long as You Live" were sent to homes in the city and nearby suburban towns. The letter also carried the manager's personal endorsement. Six 30x40 standees were placed in leading hotel lobbies. A 9x15 two-sided flag was used on the marquee flag pole. Six Royal Crown Cola trucks were bannered with theatre copy during the playdate. Rose Sets Co-Op Display Adsfor"Doll" A cooperative display ad which ran for two days in both the morning and evening newspapers drew considerable attention to manager Harry A. Rose's playdate of "Magnificent Doll" at the Majestic theatre, Bridgeport, Conn. The ads were paid for by Madison Motor Sales. The automobile company also donated ice cream to children. A photo of the ice cream party, which was tied-in with the picture, was planted in the Sunday Post. A tieup was arranged with an exhibition of presidential dolls at Read's Department Store. Royal Crown Cola trucks were bannered, a live window display was promoted and the playdate was publicized by May Bradshaw Hays on her WICC radio program. Assistant manager Frances Connors helped to put the campaign over. 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. All information confidential. Buyers, we have 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 MANAGERS' ROUND TABLE, APRIL 5, 1947 51