Motion Picture Herald (Jan-Feb 1948)

< T-Men " Tieups SHOWMEN IN ACTION Total A Truly Terrific Take Six theatre opening of "T-Men" in Los Angeles is being closely studied by theatres in every part of the country as an example of the well-rounded campaign established by Max Youngstein to set promotion standards for this picture in every situation. The six houses, top deluxe theatres of the Fox West Coast chain, were supported by the posting of 325 twenty-four sheet posters, 650 sixsheets and over 2,000 three-sheets, covering the entire Los Angeles trading area. Other promotions with Bank of America and Elmer Irey's "Treasury Agent"' radio show plugged the picture. In New Orleans, promotion for the picture at the Joy theatre included an impressive and crowd stopping display of arms and weapons. Under the law, souvenir weapons held by any ex-GI must be deactivated and registered by the Treasury's "T-Men." Exhibits headed "Know Your Money" and "Wanted" posters from local police headquarters supplemented the displays and obtained local newspaper comment. Chicago's run of the picture, starting January 8th, has been held over indefinitely as a result of the exploitation-advertising campaign. Keynote of Everett Callow's campaign at the Warners' Stanton theatre in Philadelphia was the stunt of offering $1 bills at 50c each to passers-by on important street corners and in the lobby of the theatre. Manager Elmer Pickard reports the trick won widespread publicity, but not one Philadelphian would buy a bill, refusing to believe that anybody could be such a sucker. A frosty-faced guy muttered out of the side of his mouth: "Beat it, bub, there's a cop coming !" Making Use of Old Reliable Snowbirds Mollie Stickles, of Loew's Palace theatre, Meriden, Conn., is the first this winter to report taking advantage of a snow drift by sticking an exploitation poster in it. With the stuff piled high all over town, she found plenty of places for a placard. We recall an old exploiteer who said that if you couldn't do this at least once each winter, the climate must be changing. Mollie used big laughing heads as street ballyhoo, with the line "Calling All Sourpusses" to enjoy this comedy. She also used the ballyhoo, "I Laughed My Head Off" which is always good in small situations where the budget won't stand much strain. Car Giveaway Was Good Ron Failes, manager of the Laurel thear tre, Long Beach, N. Y., wants it known that his car giveaway was something to write home about, a sensation of the winter season in that resort town. Bill Reisinger writes us four letters, all dated January 15th, and all about the personal appearance of Audrey Totter at Loew's Dayton theatre on January 16. Hmmmmm ! ! ! ! T Loew's Poli theatres in New England tossing a cocktail party for Jose Iturbi in Hartford last Sunday to promote press response for "Three Darling Daughters." T Jim Barnes sends a memo to say he's transferred from Warners' Oklahoma City theatre to Warners' Forum theatre in Los Angeles, and promises to write soon. T Morgan Duval placed a 24-sheet in the lobby of the Palace theatre, Duncan, Oklahoma; caused a mild sensation in his town with a display 6 feet high and 35 feet long. T Correction ! Bill Reisinger writes us five more letters, a total of nine, about that parsonal visit of Aubrey Totter to Loew's Dayton. Bill, you're breaking our heart. We can't all afford such luxury items. T Phil Williams, member of this club, and erstwhile Judge in both quarterly and annual Quigley Awards, getting a nice promotion in his new post with Fortune. ▼ Al Hatoff, manager of the Globe theatre, Brooklyn, used "a barrel of dough" as an eye-catcher with the sign "This is not real money, but if you want a million dollars worth of laughs, see Red Skelton." T Fred Greenway, manager of Loew's PoliPalace, Hartford, Conn., planted a good contest idea with the local newspaper on 'What was the best Good News you ever received ?" T The "Welcome Stranger" campaign presented by Alice Gorham of United Detroit Theatres at the United Artists theatre, was adjudged the best publicity campaign for 1947 by the Women's Advertising Club of Detroit. T Pearce Parkhurst, well known New England theatre manager and member of the Round Table, has accepted the position as publicity director for R. S. Wallace's TriState theatres in Alliance, Ohio. T Harry L. Minor, manager of the Wilma theatre, Coeur d'Alene, Idaho, writes in to say he is sending his first campaign to the Round Table as a contender for the Quigley Awards. T Mell Brown, manager of the Peachtree Art theatre, Atlanta, Ga., had powerful support from the daily papers in publicizing the opening of "Shoe Shine." The Journal gave it a page in the Sunday magazine, plus a Monday editorial mention. Jack Randall, manager of the Strand theatre, Vancouver, B. C, highlites an all-out campaign for "Life With Father," using a "saturation" radio hook-up and street ballyhoo "Father" wearing magnificent mustache. T Nate Wise mounted huge cut-out letters spelling out "Tycoon" on the rising orchestra pit at the Palace theatre, Cincinnati, which was spotted with lights as it rose into view at every performance. T Shirley Allen, publicist at the RKO Allen theatre, Cleveland, awarded a prize for her "Know Your Cleveland Tycoon" contest and tieup with Greater Cleveland Safety Coun cil, to advertise the showing of "Tycoon." T Manager Mark Ailing of RKO's Golden Gate theatre, San Francisco, holding a "New Look" contest, with a picture of Laraine Day, showing only part of her skirt, and contestants asked to guess the actual and proper length. T In case you've forgotten or overlooked the fact, M-G-M gets out a press sheet on short films, with ad mats and everything that's worth getting and using regularly. T Lou Mayer, publicity director for the RKO Palace theatre, Chicago, has landed «t longe-range advance promotion for "A Double Life" with the Pennsylvania Railroad's Chicago division 1948 safety campaign. T There's fake money around town, but it's valuable. If you happen to get a phony "T-Men" bill with the right numbers it will pass you in to see the picture at the Criterion theatre on Broadway. Very convincing advertising dollars. ▼ Bulletin ! Four more letters from Bill Reisinger, enclosing tear-sheets of newspaper raves on the personal appearance of youknow-who at Loew's Dayton theatre. That makes thirteen epistles in this personality marathon. ▼ Norman Lofthus, manager of Warners California theatre, Santa Barbara, using a post-card to music lovers to sell them "Song of Love" and "The Great Mr. Handel" on a double bill. T Maurice Wilson, manager of the Moorhead theatre, Moorhead, Minn., says his house is second run to Fargo, N. D.t just across the river, but he's making good with British Prestige pictures, with seats reserved for "Henry V." ▼ West Coast premiere of RKO's "Night Song" at the Golden Gate theatre, San Francisco, put over with all the excitement of a typical Hollywood opening and sponsored by the San Francisco Call Bulletin, with ten days of heavy publicity. MANAGERS' ROUND TABLE, JANUARY 31, 1948 If