Motion Picture Herald (Mar-Apr 1947)

Teaser Campaign Draws Public to "Two Worlds" An impressive campaign was arranged by manager R. Raistrick to exploit his engagement of "Men of Two Worlds" at the Empire Cinema, Glossop, Derbyshire, England. Glossop is a small backwoods town which still retains a unique country town atmosphere and where the people are usually unreceptive to theatre exploitation. Raistrick created an interest in the picture, which set a new house record, by starting off with a teaser campaign based on the query "What Is a Magole?" (witch doctor in the picture). Cards with the query on one side and the playdate of the picture on the other side were distributed through two local laundries, four grocery stores, two bus companies and five hotels. The distribution of 3,500 large-size heralds and 2,000 book marks also helped to stir up considerable interest in the playdate as it marked the first time either heralds or bookmarks had been used in Glossop to exploit a picture. Phonograph Used in Lobby For "Clouds Roll By" A recording machine was promoted from Davega's and used in the lobby for five days in advance by manager Michael Stranger to exploit "Till the Clouds Roll By" at the State theatre, White Plains, N. Y. A large blowup of Judy Garland, star of the picture, was mounted alongside the recorder, with appropriate playdate copy. Five Westchester County newspapers used scene mats from the picture. SETS UNUSUAL BANK TIEUP IN NEW YORK In a unique tieup with the Knickerbocker Federal Savings Bank, in the heart of busy Manhattan, $100 was promoted for contest prizes in connection with the opening of "It's a Wonderful Life" at the RKO 58th Street theatre, New York. The promotion consisted of a letter writing contest on why the contestant thought it a wonderful life. The bank used a window to exploit the competition and endorse the picture. The window, which also featured cutouts of Jimmy Stewart and Donna Reed, earned a good deal of attention and favorable comment. The tieup was arranged by manager Al Arnstein and RKO publicists Pat Grosso and Ray Malone. Tune Contest Aids "Pursued" A mystery tune contest over a local radio station resulted in a full week of radio plugs for the engagement of "Pursued" at the Grand theatre, Cincinnati, Ohio. Manager Walter Ahrens made the tieup with a record program on which the line, "Pursue the tunes and see 'Pursued,' " was repeatedly used. Guest tickets were awarded to contestants turning in correct answers on the tunes played. Gets Press Break for "Glory" Manager Claude Hunter obtained a publicity break in the Kingston Whig Standard for his engagement of "Theirs Is the Glory" at the Odeon theatre, Kingston, Ont. The reporter had attended a special screening of the picture. Vogel Promotes Co-Op, Stories For "Lake" Considerable press breaks, including a cooperative ad which appeared in two local newspapers, were promoted by manager Cecil E. Vogel for the playdate of "Lady in the Lake" at the Palace theatre, Memphis, Tenn. The co-op ad was set with Memphis Steam Laundry and appeared in the Commercial Appeal and Press Scimitar. Advance stories also were planted in the two mentioned newspapers and in the Daily News. Teaser ads were used three weeks in advance. Twenty-five 24-sheets were posted around town. Ten thousand paper napkins were distributed to drive-in restaurants. Five thousand heralds were placed in parked cars. Three thousand book marks were passed out to the public library. Lobby displays were arranged in seven leading hotels. Numbered Postcards Used To Exploit "Bedelia" Serially numbered pictorial postcards were mailed to 150 selected names by manager Paul O. Klingler to exploit his date of "Bedelia" at the Strand theatre, Waterbury, Conn. A note was included, stating that if the number of the card corresponded with a list of (25) numbers posted in the lobby the holder and a guest would be admitted free to see the picture. Six thousand imprinted paper napkins were distributed to soda fountains and cafeteria counters throughout the city. A huge sign was placed in the center of Woolworth's book department. PROMOTING TARZAN ON THREE CONTINENTS From widely separated points of the globe, showmen direct their ballyhoo ideas to exploiting the popular "Tarzan* series of films. At left, Miss Lily Watt, manager of the Florida Cinema, King's Park, in Glasgow, Scotland, tied up with the local zoo for tltis lavish promotion. Center, in Singapore, J. Soon, manager of the Alhambra, used this atmospheric front for his date on "Tarzan 's Desert Mystery." At right, an atmospheric front, including converted boxoffice simulating a jungle hut, devised by manager Howard Higley for the RKO Allen theatre in Cleveland, Ohio, created the effect for "Tarzan and the Huntress" . 50 MOTION PICTURE HERALD, APRIL 19, 1947