Motion Picture Herald (Mar-Apr 1947)

PROMINENT CITIZEN IS "MACOMBER" BOOSTER Street Ballyhoo Draws Attention To "Diddlebock" Contests, Tieups Aid "Sinbad" in Four Situations A young man attired in a fishing outfit helped to exploit manager George Ackerman's engagement of "The Sin of Harold Diddlebock" at the Broadway theatre, Portland, Ore. The young man parked himself on a busy sidewalk with his fishing pole hanging over the curb. A wide, orange sombrero worn by the mock fisherman helped to attract crowds. He carried a sign reading : "I'm crazy because I'm not at the Broadway theatre, seeing, etc." All parking meters in downtown Portland were placarded with copy reading: "You'll need two hours to laugh at Harold Lloyd in, etc." A "Diddlebock" drink was promoted at soda fountains and cocktail bars. A "Kilroy's gone but Diddlebock's at the Broadway" sticker was used well in advance to publicize the playdate. Three different styles of heralds were distributed in the Multnomah and Benson hotels to each person attending the meetings of the Advertising Club, Real Estate Club, Kiwanis, Lions, Executives Club and the Junior Chamber of Commerce. The heralds were in the form of gag cartoons, with copy crediting the theatre and playdate. Girl Distributes Nuggets To Promote "California" A pretty girl dressed in western fashion distributed pebbles treated to simulate gold nuggets in front of department stores and on busy street corners during the noon rush hour daily to exploit "California" at the Paramount and Oriental theatres, Portland, Ore. The gilt pebbles were attached to cards with .scotch tape. Copy on the cards read: "This gold nugget is to remind that you will miss a gold mine of entertainment if you don't see, etc." The cards were numbered. The recipient was asked to check the number against a list in the lobby of both theatres for guest tickets. The promotion was arranged by manager Frank Pratt of the Paramount. Tieup with Radio Program Promotes "It's Spring" A tieup with "KCBC Goes to a Party," the station's outstanding new program, drew considerable attention to manager Harold Lyon's engagement of "Suddenly It's Spring" at the Des Moines theatre, Des Moines, la. Mary Jane Schinn and Gene Milner, KCBC party-goers, attended a special screening of the picture for members of the United Commercial Travelers of America and recorded an interview with the guests. The record was played back over the air the day before the picture opened. United Commercial Travelers sent out over 800 mailing pieces asking their members to be sure to listen to the broadcast. A neat piece of newspaper publicity, which involved tying in one of Buffalo's most prominent citizens, was engineered for the opening of "The Macomber Affair" at the Buffalo theatre there. The prominent citizen is Daniel W. Streeter, president of the Chamber of Commerce, chairman of the civil service commission, a director of some 15 large organizations, and a famous author and big game hunter. Taking advantage of this latter fact, Charles B. Taylor, advertising and publicity director for Shea's Buffalo theatres, arranged to have Gregory Peck, star of "The Macomber Affair", present a citation to Mr. Streeter for his spirit of adventure. The citation was prepared in Buffalo and presented in behalf of Peck by Ellsworth Jaeger, executive secretary and curator of education of the Buffalo Society of Natural Sciences. Reports and photographers covered the events for local newspapers. Morton Arranges Radio Contest A campaign which started four weeks in advance and which was highlighted by considerable newspaper publicity and a radio contest heralded the opening of "The Best Years of Our Lives" at the RKO Albee theatre, Providence, R. I. The campaign was arranged by Bill Morton, publicity director for the theatre. To achieve full press coverage, Morton held an advance screening for motion picture editors and critics. The Rhode Island Congress of Parent-Teachers magazine, issued to every member of the organization in the state, paid high tribute to the picture in their publication three weeks prior to playdate. A co-op ad was set with Wilson's Chief Market. A letter writing contest was promoted over radio station WEAN, with $100 being awarded for the 13 best letters on what the contestants considered the best years of thenlives. The station plugged the contest and playdate on two 15-minute programs daily well in advance. Both men's and women's clubs were advised about the engagement. Bookmarks were supplied to the entire Providence Public Library system. Window tieups, bus and street car cards and imprinted menus also helped to advertise the picture. Perry Sets Two Page Co-Ops Full-page cooperative newspaper ads were promoted by manager Fred Perry for two recent play dates at the Liberty theatre, Cumberland, Md. The ads were promoted for "Magnificent Doll'' and "Ladies Man." NEW ORLEANS BALLYHOO Extensive promotional campaigns have been carried out for the opening of "Sinbad the Sailor" at RKO theatres throughout the country. Highlights from four of these outstanding campaigns are presented in the fol. lowing paragraphs. Three principal factors marked a highly successful campaign for manager W. T. Hastings at the Orpheum in Denver, Col. They were the personal appearance of Maureen O'Hara, star of the picture; a treasure chest promotion, and a coloring contest. The treasure chest promotion was arranged through a tieup with Vogue Furniture, Frumess Jewelers and Dupler's Furriers. The three merchants distributed keys with a card attached, reading: "This key may open 'Sinbad's' Treasure Chest," and with a listing of the prizes to be won. The chest was located in the lobby of the theatre. A man dressed as "Sinbad" and carrying a banner to identify him paraded the streets of New Orleans to ballyhoo the playdate of the picture at the Orpheum and Liberty theatres there. The campaign was arranged by manager Victor Meyer of the Crpheum. Holds Midnight Show A midnight show held 10 days before playdate was exploited on three radio stations as well as through newspaper ads. The New Orleans Public Library and four branches featured book displays with stills from the picture for two weeks in advance. A coloring contest was promoted by manager Matt Plunkett to publicize the opening of the picture at the Grand theatre, Chicago, Til. The competition was sponsored by the Lerner newspapers and the Downtown Shopping News. Manager G. A. Martin conducted a teaser ad campaign for "Sinbad the Sailor" starting three weeks in advance of the playdate of the picture at the Virginia theatre, Champaign, 111. A coloring contest was arranged with the Nezvs-Gazette. 350 answers were received. Heralds, money wrappers, throwaways, window cards, coasters, etc., also helped to advertise the engagement. 52 MOTION PICTURE HERALD, APRIL 26, 1947