Motion Picture Herald (May-Jun 1947)

Three Stars and Parade Exploit The personal appearance of Dennis Morgan. Jack Carson and Janis Paige, stars of "Cheyenne"; a huge parade, and a barbecue highlighted events leading up to the world premiere of the picture at the Lincoln, Paramount and Princess theatres, Cheyenne, W yoming. The campaign was arranged by managers Pete Foust, Lincoln; Charles Wallace, Paramount, and Donald Campbell, Princess, with the assistance of Warner Bros, exploiteers. The parade proceeded up Capitol Avenue to the State Capitol, where Governor Lester C. Hunt extended his official welcome to the visiting stars. The governor proclaimed premiere day as " 'Cheyenne' Day" throughout the state. The parade moved from the Capitol to City Hall, where Mayor John J. Mclnerney presented the stars with the keys to the city. The barbecue which followed the parade included addresses by the stars, inductions into an Indian tribe, inspection of cigar store Indians, square dances, rodeo, awards to contest winners, and other events. Crossword Puzzles Help to Promote "Night and Day" Printed crossword puzzles were distributed in cafes, for factory workers' lunch hour amusement, and by local news agents with their morning delivery of newspapers, to publicize "Night and Day" at the Rex Cinema, Bedminster, Bristol, England. The solution contained the information that "Night and Day" would soon be plaving at the Rex. Manager E. Handford had 2,000 of the puzzles distributed. Promotes Co-Op Newspaper Ad A cooperative newspaper ad was promoted by manager J. G. Samartano to exploit his engagement of "It Happened in Brooklyn" at the State theatre, Providence, R. I. The ad appeared in the Sunday Journal and was paid for by Les Brown's Record Shop. Arranges Store Tieup for "Strange Woman" Hunt Through a tieup with Sears Department Store, a "Strange Woman" hunt was arranged by manager Jack Heineman to exploit the picture at the Towne theatre, Milwaukee, Wis. A photograph of a girl employee of the theatre ran for three days in the store's advertising space, with instruction on how to find "The Strange Woman." The store also used spot radio announcements and the public address system to publicize the tieup. Heineman also found a Marquette University student with a 1916 Model "T" Ford, who agreed to drive through the city with a sign running the length of the car. Holds Successful Beauty Contest for "Brunerre"' A highly successful "My Favorite Brunette" contest was promoted by manager Robert Kessler at the Benn theatre, Philadelphia, Pa. Starting two weeks in advance, Kessler used a trailer and a 40x60 in the lobby announcing the contest. Considerable stories with photographs of contestants were planted in the local newspapers. Prizes were promoted from merchants, including a complete new wardrobe. Actor Bert Wheeler was master of ceremonies. The contest resulted in a sellout house for the three days of the contest. Display Promotes "That Way" Photographs of all the "Miss America" contest winners since 1915 were made up into a lobby display to exploit "That Way About Women" at the Criterion theatre, Shawnee, Okla. Assistant manager Betty June Powell arranged the display, with copy reading : Here they are : 'Miss Americas' from 1915 to 1946 . . . compare them with Dane Clark's queen, Martha Vickers . . . see, "That Way About Women." Rubin Promotes Page Co-Ops for "Best Years" Cooperative newspaper ads and the personal appearance of Harold Russell, handless veteran featured in the picture, highlighted the campaign manager Max Rubin arranged for "The Best Years of Our Lives" at the Empire, Syracuse, N. Y. The co-ops included two full page ads. They were promoted with Dey Brothers Department Store and Edwards Department Store. Other co-ops were set with Rudolph's and Chase Clothing Store. Pictures and stories on Russell were planted in local newspapers. An inquiring reported used the question : "What are the best years of our lives ?" Photos of the people questioned, and their replies, appeared in a newspaper. Daily spot and station announcements were used over three Syracuse radio stations. Edwards Department Store gave six large windows to tieup with the picture. 200 window cards were distributed around the city. Large cutout letters, pictures of the stars and special copy, stressing the Academy Award honors won by the picture, were placed on a background of attractive wall paper in the lobby. Promotes "Slanguage" Contest Roy Peffley, of the Voge theatre, East Chicago, passed out 3,000 heralds advertising his novelty "slanguage" contest. Patrons were asked to add up one century, five bucks, six bits, two berries, 1 grand, six Cnotes, 50 simoleons, 35 cartwheels. 50 V's and 100 coppers to win a pass to see "Johnny O'Clock." The contest was a success. The conservative window display, left, was one of the many arranged for the opening of "Great Expectations" at the Radio City Music Hall, New York. At right, an eye-arresting window tieup with a bank helped exploit the Music Hall playdate in Rockfeller Center, the theatre's own back yard. Fred Lynch, publicity director, arranged the tieups. MANAGERS' ROUND TABLE, JUNE 7, 1947 51