Motion Picture Herald (May-Jun 1947)

The Selling Approach ON NEW PRODUCT [The material below reflects pressbooks now in preparation and represents the point of view of the distributors' exploiteers on selling points and special merit of these pictures.] RAMROD (Enterprise -United Artists): Costarring Joel McCrea and Veronica Lake, this picture is a filmization of the popular novel by Luke Short. It tells the story of a headstrong girl in the early, lawless days of the West. There are many interesting facts about Utah, the locale of "Ramrod", suggesting an essay contest for school children. Offer a "Ramrod" prize for the most interesting essay about Utah. Tie in a Utah Historical Exhibit in schools with this contest. Have your local Inquiring Photographer pose this question: "In Ramrod', blonde Veronica Lake and brunette Arlene Whelan battle it out for the affections of McCrea. Do you believe in the old saying that gentlemen prefer blondes?" Offer guest tickets for the most interesting replies. Also feature photos of those questioned — and the answers — in a lobby display. Out West, when times were rugged, the men could wield a mean skillet in addition to their handiness with a gun. How about the man of today? Could he cook a meal fit for the little woman to eat? Arrange with a restaurant to hold a " 'Ramrod' Night" where the food served will be according to recipes sent in by men. A panel of gourmets could vote for the dish they enjoyed the most. The winner could receive a free dinner for his family. Plant a story of the promotion in the local press. Use a still of McCrea in western costume for window dressing in music shops and on music counters of department stores, etc. Center the photograph in a display of western sheet music and records. Have local disc jockeys play western request numbers a few days before the picture opens along with spot announcements. BORN TO KILL (RKO Radio): The efforts of a ruthless man and an ambitious woman to achieve their goals at any cost are portrayed in this picture starring Claire Trevor, Lawrence Tierney and Walter Slezak. Utilize a corner of your lobby for an advance build-up. For this purpose, adapt a one-sheet or a three-sheet by mounting the poster, but with the head of Claire Trevor cut out to appear blank. Cover the aperture with scrim, and behind it paste the lithograph head, with no backing under it. A light bulb operated on a flasher bulton could illuminate the face at intervals. The billing on the front of the board could be touched up with luminous paint. Snipe the display with the word: "Coming." Out of a children's animal book, such as one obtainable at a five and dime store, cut out animals — tiger, bear, wild cat, etc. — and mount them around a still of Miss Trevor. Make this a display board captioned: "The female of the species is deadlier than the male. See 'Born to Kill.' Peephole box: This stunt is always likely to stir curiosity. Build a long box with peep holes at eye level. Inside the box use illustrated stills or I Ixl4's. On the outside use such teaser copy as: "The most dangerous creature alive!" "Men! See what danger lies ahead! Was she 'Born to Kill'?" Dress an attractive girl as a huntress and supply her with a bow and arrow. Have her parade the streets with a card, reading: "Look out, men! She's deadlier than 'the male. See, etc." The girl could return to the theatre periodically, leading curiosity seekers where the ticket window will give them an idea to see the show. Radio Essay Contest Helps Cohen Sell "Brooklyn" An essay contest over radio station WTHT was arranged by manager Lou Cohen to exploit his playdate of "It Happened in Brooklyn" at the Poli theatre, Hartford, Conn. Listeners were requested to write a letter on the question : "What I Like About Frank Sinatra." Guest tickets were awarded the winners. A juke box was promoted for the lobby of the theatre and was used to play tunes from the picture. sheet mounted for the banner. They were blended with display paper for backgrounds, plus the use of water colors and cutout titles silver flittered and air brushed. False Front Exploits "Bedelia" An attractive false front was used by manager George Daransoll to exploit "Bedelia" at the Granby theatre, Norfolk, Va. Two 24-sheets were used on the side panels, two 6-sheets on front panels and a three Classified Ad Contest Exploits "Nocturne" A classified ad contest was planted in the Norwich Sunday Record and in the Bulletin the following day to promote the playdate of "Nocturne" at the Poli-Broadway theatre, Norwich, Conn. Guest tickets were awarded to persons whose names were listed in the classified ad section and who called at the newspaper office to identify themselves. Spot radio announcements, window and lobby displays also helped to advertise the playdate. The campaign was arranged by assistant manager Matilda Pysyk. Promotes Radio, Newspaper Tieup For "Avenue" A tieup with a newspaper and a radio station resulted in a wealth of free publicity for the playdate of "It Happened on 5th Avenue" at the Palace theatre, Cincinnati. Ohio. The campaign was arranged by RKO publicist Nathan Wise. The tieup was made with the Cincinnati Post and WCPO for their annual Spelling Bee Contest, which is held throughout the entire school system of the city. The winners from the various schools were given n theatre party to see the picture. A tieup also was set with the largest drug chain in Cincinnati, Dow Drug Stores, which has 42 stores locally. The tieup was for a "5th Avenue" sundae, with the stores using 200 window and fountain displays. 7,(X)0 four-page heralds were distributed a week in advance in parked cars and from house-to-house. Six different 50-line teaser ads were used in each daily newspaper two days before opening. Each teaser carried a quote from a screen or a radio star praising the picture. Cards were placed in a number of book store windows and in hotel lobbies. Girls Parade for "Missouri" Three girls dressed as hillbillies and wearing usher ribbons paraded the streets to exploit "Down Missouri Way" at the Lincoln theatre, Goshen, Ind. The ribbons, carrying the title of the picture and playdate, also were worn by the entire theatre staff for a week in advance. The campaign was arranged bv manager Daisv Peterson. ( UNIFORMS IMMEDIATE DELIVERY! •USHER — USHERETTE CASHIER UNIFORMS SEND FOR NEW 194/ ILLUSTRATED BROCHURE BANNERS MARQUEE VALANCES — FLAGS — BANNERS NOW READY COOL BANNERS HOLLYWOOD ADVERTISING COMPANY 600 Wen 4Sth Street, New York City 1914 S. Vermont Ave., Los Angeles, Cal. 20 Y€AJtf IN SHOW Ha$rN^S MANAGERS' ROUND TABLE, MAY 10, 1947 59