Motion Picture Herald (Apr-Jun 1955)

Harry Wiener Sells Another Local "Hollywood Premiere" It's not the first time, but Harry Weiner has done it again, at Schine’s Oswego theatre, when he sold the Delta Gamma Delta Sorority the idea of staging their own version of a “Holh'wood Premiere,” with the girls selecting their own counter-parts for the Hollywood stars they wished to represent. It was a gala affair, and a beautiful job can be credited to the theatre manager and the high-school seniors who used it as a fund-raising project. There's no doubt about it, these “Hollywood Premieres” are real draws. Ooiltuwiw/ SpcdffI IM(IICEEXPI^ Films go out faster (on Greyhound’s frequent daily schedules), arrive sooner in small towns as well as big cities. Greyhound Package Express is a “life-saver” whenever films, merchandise, or parts are needed fast. Packages are shipped downtown to downtown— no time-wasting delays once your shipment arrives at a depot. For efficient, low-cost shipments, use Greyhound Package Express! GREYHOUND Siranye f^as Tite Scheme For **Fady** A1 ]\Ieskis, manager of the Warner theatre, Milwaukee, conjured up a very successful promotion scheme for “Strange Lady in Town” — asking the presence of both strange ladies and men for his Western Carnival, conducted in the theatre lobby. It was all in fun, and sufficient to attract a lot of attention in advance of playdates. The lobby was trimmed in carnival style. None of the theatre personnel had to be used during the carnival as girls from the Marquette University Missions Club took over this assignment, in charge of three booths that were calculated to arouse interest. One booth featured a poster cut-out of Greer Garson, looking quite realistic, and patrons were asked to guess the weight of it. Three pounds was the right answer. Columbia Records gave $100 worth of records to those who could guess the names of the recording artists singing “Strange Lady in Town.” If they could name the strange lady, they were given a free record and guest tickets for the theatre. Still another booth was devoted to a dart game, with Greer Garson’s bustle in her costume for the picture, as the target. Two large hat boxes were marked “Marquette Missions” and contributions were given accordingly. As atmosphere. University girls worked in groups, on three-hour shifts, dancing in the lobby, through each evening performance. Uses "Strange Lady" Song As a Pantomime Theme Foster Leiderbach, manager of Schine’s Kentucky theatre, Lexington, Ky., used Frankie Laine’s recording of “Strange Lady” as theme music for walk-ons who took part in a stage contest, dressed and acting to the words and music of the song. The program also appeared on a local TV station, as a plug for the picture at the Lexington, without cost to the theatre. A special back-drop, using 6-sheets from the picture, was used for the TV show. A Frankie Laine program was also worked up by local disc jockeys on radio programs, the night before opening. Can't Use Color Photos (Miss) P. E. Treleaven, relief manageress of the Strand theatre, Brandon, Ont., wellknown to our “Better Refreshment” edition of good lobby ideas, which we can’t reproduce, sorry. But it was in good style for “Greatest Show On Earth” and the refreshment counter came in for special handling, which pleased Carl Mos. All theatre employees took part, plus 100 children from the Y.M.C.A. Fun Club, in having a parade and dressing in circus .style. Ben Tureman, manager of Schine's Russell theatre, Maysville, Ky., planted an open letter to Bing Crosby in his iocal paper, wondering why Bing didn't win the Academy Award for "Country Girl" — and landed this news picture, by airmail from Hollywood, on the same front page of the Maysville Independent, several days later. Really, a terrific stunt that clicked. "Strategic Air Command" Gets Schine Promotion Bill Lavery and Lou Hart, of Schine Theatres, wasted no time putting the top-level promotion behind Paramount’s “Strategic Air Command” in circuit houses. A telegram says “Arranging with Air Force for flight of jet planes scheduled to buzz Watertown, Ogdensburg, Massena and Malone, cooperating with radio-TV for special bulletins.” A parade with 4(X) members of the Ground Observer Corps was set up in Watertown and all members of this voluntary organization will be honored with certificates from the Air Force at the premiere. The oldest flyer in the area, 74 years of age, will be honored by the Lieutenant of the North Country Air Reserve. The wife of a local Air Force Captain, now a prisoner of the Chinese, will be an honored guest. Similar promotions have been provided by Jack Mitchell, manager of Schine’s Auburn theatre. Auburn, N. Y., who has matched or bettered the circuit plan for the exploitation of the picture in his situation, plus the band from Sampson Air Base for the opening night. And More of the Same — Ray McNamara, manager of the Allyn theatre, Hartford, Conn., also using contests to sell his programs. For “To Paris With Love” he offered perfume and theatre passes for the first five correct answers to the number of pictures in which Alec Guinness has appeared, and for “Strategic Air Command”, airplane kits and passes were given to writers of the 25 first essays on “The Strategic Air Command is important to our nation because ” 182 MANAGERS’ ROUND TABLE SECTION, JUNE II, 1955