Motion Picture Herald (Aug-Oct 1947)

Former Farmer's Daughter Does Her Job Well Perfection of detail marked the street ballyhoo promotion assistant manager Tiff Cook employed to publicize the engagement of "The Farmer's Daughter" at the Capitol theatre, Halifax, Nova Scotia. He used one of the girls from the theatre candy counter, had her dress up in farmerette costume, complete with straw in her pockets, pigtails and blue ribbons. She was instructed to stop at each street corner and look up at the tops of the various tall buildings, just as a country girl would. Tiff spent several hours teaching her a Swedish accent, similar to Loretta Young's accent in the picture. In street cars, she left her suitcase with the playdate copy on it, in the front of the car in a conspicuous place. She did a fine job, Tiff reports, adding that it was not too difficult anyhow for the girl did come from the country about two years ago and pretending to be a farmer's daughter was "just a matter of thinking back a short period." Foyer Display Draws Patrons An eye-arresting display was set up in the foyer by manager G. Ray to exploit "The Mummy's Ghost" and "Son of Dracula" at the Regent Cinema, Bradford, England. A cutout figure of Lon Chaney as "Dracula" formed the center piece, depicted with outspread bat-like wings hovering over his victims. On either side "Mummy" cutouts gazed down on the scene. Co-op Ads Set for "Dance" Two cooperative newspaper ads were promoted by manager J. G. Samartano for "Unfinished Dance" at the State theatre, Providence, R. I. Both ads appeared in the Sunday Journal and were paid for by the Barlow Dance Studios and the Hotel Pharmacy in the Sheraton-Biltmore Hotel. A TIEUP THAT WAS A TIEUP A highly satisfactory local promotion that presages similar tieups, depending upon locale and facilities, was achieved for the "Life With Father" campaign at the RKO Orpheum theatre, Kansas City. Manager Lawrence Lehman and Warner Bros, exploiteer, Don Walker, sold Adler's, a leading downtown store, the idea of devoting the store's entire five floors to displays featuring the picture. In addition, the store's artist painted a complete false front that included a drawing of the Clarence Day family in a horse-drawn carriage, with picture title and credits duly listed. But that was not all. The store put on a "Life With Father" fashion show, with models attractively attired in Gibson Girl costumes, and drove the girls around town in a carriage. All of which got quite a bit of newspaper attention. Nice tieup! Contest in Lobby Exploits "Girl" A contest, suggested by the press book, was used to good advantage by manager Elmer Adams, Jr., for his engagement of "Variety Girl" at the Hornbeck theatre, Shawnee, Okla. A large picture of the cast (numbered) was set up in the lobby. Contestants were asked to put down the number and beside it the star's name. Guest tickets were awarded to the 10 persons having the longest correct lists. Also in the lobby were several 40x60 fixed displays, carrying the playdate, stars and the title. Each setpiece had a cut of a girl in a top hat similar to the "Variety Girl" cover of the press book. Large stars were cut from scrap compo board and placed in the lobby, mezzanine, lounges and on stair landings with selling copy. Throwaways, with the autographs of the stars of the cast, were handed out at schools and from the theatre. 2,000 of the throwaways were stuffed in the Oklahomcm. Tieups were arranged with a dress shop, music shop and a grocery store. Personal Letter Sells "Crossfire" Playdate A teaser letter sent more than 1,000 officials and businessmen in Long Branch, New Jersey, spotlighted the campaign worked out by city manager Ralph Lanterman, for the playdate of "Crossfire" at the Paramount theatre there. The letter emphasized the controversial theme of the picture, while taking note of its entertainment value. The campaign also included daily teaser ads for one week prior to the opening, several window tieups, and window cards. Variation Noted In "Egg and I" Exploitation Pinckneyville, Illinois, is a town of 3,100, and new on our lists, here at the Round Table. There are two theatres, owned and operated by brothers, Tony and Charles Beninati, who have just remodeled the Capitol, so it becomes one of the most artractive theatres we've seen in a small town. For news and pictures of this, we commend you to a future issue of "Better Theatres" in the Herald as an example to other situations. Right now, we want to compliment Tony Beninati for his clever exploitation for "The Egg and I." We had just about decided that we had seen every variation of the chicken and the egg in the exploitation of this picture. The boys have been up to all kinds of tricks, but Tony thought of a new one. He planted a lobby display of chickens in a coop and they were stolen. So, he got out handbills offering a reward, sufficient to attract a lot of attention in a small town, for information leading to their whereabouts. The local paper admits that newspaper advertising helped, but it was the publicity stunt that packed 'em in. Arranges Powerful Tieup For Safety Subject An effective tieup with the town police, the Junior Chamber of Commerce and a local merchant greatly helped manager G. B. Markell to sell his playdate of the safety film, "Traffic With the Devil" at the Capitol theatre, Cornwall, Ontario. A cooperative newspaper ad endorsed by the police and Junior Chamber of Commerce was paid, for by the Cornwall Motor Sales Company. In addition the two agencies of government supported a preview of the picture held two days before opening. A loud speaker system was set up at the main intersection of the town with commentators explaining safety rules and recommending the picture. Employs Telephone Promotion Manager Michael Piccirillo and assistant manager Sid Wolf provided a large card in the lobby of the Dyckman theatre, New York, for patrons to write their telephone numbers. Copy on the card read : "If we call you and you are able to tell us what we are playing you will receive guest tickets to see 'Mark of Zorro' and 'Drums Along the Mohawk.' " Bell Promotes Radio Contest A radio contest was promoted by manager James G. Bell to exploit "Dear Ruth" at the Penn theatre, New Castle, Pa. Guest tickets were awarded to the 15 persons who wrote "Dear Ruth" the most number of times on a penny post card. 54 MOTION PICTURE HERALD, OCTOBER II, 1947