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You can depend on Loew's Theatres in New York to properly celebrate the 50th Anniversary of the founding of the chain by Marcus Loew, in 1904, and to provide the right parades and fanfare for the occasion. We merely had to wait for photographs to go through necessary processes to prove our point.
Boro President Jack, of Manhattan, with movie stars, Elaine Stewart, "Brigadoon”, and Anne Francis, "Rogue Cop" change the name of Times Square for the 50th time in as many years. Now, it’s Loew's Square, as it easily might have been, since the company took over at the corner of 45th Street and Broadway.
One of the lavish floats depicting various pictures that will be seen during Loew's Golden Jubilee Celebration — the gals are just to attract attention and draw patronage into theatres, with the right selling approach.
Promotion On Parnde
Irving Berlin, in person, is welcomed as a visitor at Keith's Walnut theatre, Cincinnati, by Carl J. Farazza, manager, for the Ohio opening of Paramount's "White Christmas" — with Bing Crosby, Danny Kaye, Rosemary Clooney and Vera-Ellen. Not often that Irving Berlin makes this kind of a personal appearance.
The Loyal Order of Red Men, an organization of "Indians" with lodges in many cities, turned out in full war-paint as promotion for "Sitting Bull" at the Hippodrome theatre, Baltimore, and below, Arnold Gates, at extreme right, manager of Loew's State theatre, Cleveland, who engaged a chalk artist to draw pictures of patrons as they might look in the character of the great Indian warrior. The gals in the foreground are set out as Indian bait for the trap.
Monty Salmon promoted fifty of those back-scratchers which you saw used by James Stewart in "Rear Window" — for winners in a contest to suggest other uses for a back-scratcher (besides scratching backs!) We'd like to see the next 49 ideas submitted.
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MOTION PICTURE HERALD, OCTOBER 30, 1954