Showmen's Trade Review (Apr-Jun 1939)

.l/<rv !.\ /'A^''^ S 1 1 () W M N' ' S '1' \i A 1) I'. K I'. V I I-: w f'af/r 15 Cloversville Gloves for Girls When the stage attraction, "Stars Over Broadisjay" played the Glove Theatre, Gloversville, one of the Schine circuit houses, arrangements zvere made to have Fulton County "allAmerican" gauntlets modeled by twelve lovelies from the troupe. Here are the girls receiving the gloves from Mayor Thayer on the steps of the Community Center. This stunt will be used in advertising and publicity during the remainder of the show's bookings in Schine houses in Nevu York, Ohio and Maryland. Hartford Impressed With Rogers Week Observance Backing of the recent Will Rogers National Theatre Week drive was effectively achieved by Manager Paul Binstock of the Lyric Theatre, Hartford, Conn. Binstock knew the worthy purposes behind the drive, so he set about to impress that fact upon the Hartford citizens. He officially inaugurated the week with a visit to the office of Acting Mayor James F. McCourt at the City Hall. The Mayor gave Binstock a proclamation appealing to men and women of the city to join in the Will Rogers national observance. The manager's visit was photographed, and the pictures appeared in the paper. Then Binstock went to Gov. Raymond E. Baldwin who also signed a proclamation designating April 19-25 as Will Rogers Memorial Week in theatres throughout the state. A story explaining the drive, together with a photo of Binstock and the Governor, appeared in the newspapers. Binstock's efforts on behalf of the drive are deserving of special commendation. He could have let the observance pass the easy way, but knowing its importance and the worthy cause for which it was originated, he chose to do all in his power to help make it a success. Then, Pray Tell, Who Are You? A small child dressed as Little Orphan Annie, parading around the busy intersections leading a dog and carrying a suitcase, was the street ballyhoo stunt used by John Maloney, manager of the Cosmo Theatre, Chicago, in selling the film, "Little Orphan Annie." Copy on the suitcase was "I am not Little Orphan Annie — She is at the Cosmo today." Palace, New York, Capitalizes On Home Town Angle on "Circus" How a down-town theatre can win publicity for its show when the featured players are born in suburban communities or near-by towns was forcibly demonstrated by the Palace, New York, during the run of "Peck's Bad Boy With the Circus." Tommy Kelly and Ann Gillis were students in schools of the vicinity when their respective screen careers were launched. Ann was a student of the Daniel Webster School in New Rochelle and young Kelly was attending a Bronx parochial school when he was discovered by a talent scout in search of a typical American boy to play Tom Sawyer. The Palace obtained write-ups and photographic reproductions in local newspapers of the communities. The Standard-Star of New Rochelle used a two-column photo reproduction of Ann on page one and additional data and biographical matter on another page, with credits to the Palace showing. Managers of many key-houses will be able to gain valuable breaks of this nature where members of a show's cast hail from near-by towns. Data concerning the home-towns of members of casts is carried in pressbooks. FOR BETTER SHOW SELLING Showmanalyses Have Appeared In STR on Following Pictures Adventures of Huckleberry Finn Feb. 18 Broadway Serenade April 1 Dark Victory April 22 Flying Irishman March 11 Gunga Din Jan. 28 Hardys Ride High April 22 Honolulu Feb. 4 Hound of the Baskervilles March 25 Idiot's Delight Jan. 21 Jesse James Jan. 21 King of the Turf Feb. 25 Little Princess Mar. 4 Lucky Night This Issue Made For Each Other Feb. 18 Man of Conquest April 29 Prison Without Bars April 8 Pygmalion March 11 Spirit of Culver March 18 Stand Up and Fight Jan. 7 Story of Alexander Graham Bell April 15 Streets of New York April 15 Tail Spin Feb. 4 Three Musketeers Feb. 11 Three Smart Girls Grow Up March 25 Topper Takes a Trip Jan. 14 Union Pacific May 6 Wife, Husband and Friend Feb. 25 Wings of the Navy Feb. 11 You Can't Cheat An Honest Man.... Feb. 18 Zenobia Mar. 18 "Excellent" is Word for Trainor's "Blondie Meets Boss" Campaign "Excellent" is the word for the campaign staged by Lee Trainor. manager of the Rialto Theatre, Allentown, Pa., in association with Ed Rosenbaum, Columbia exploiteer, on "Blondie Meets the Boss." And when we say "Excellent," we're referring to just such stunts as these : A wire-haired pup was given away to the person giving him the best name. The pooch was displayed in the lobby a week in advance. Thirty blondes with noise makers were transported around town in a large bus ap propriately bannered. They distributed cards bearing the copy, "How's 'Bout a Date? — Blondie." A cooperative ad on Bulova watches was promoted from Kay's Jewelry store, as well as a special window display. "Sour-puss" ads, showing individuals before and after seeing "Blondie Meets the Boss," were run in the local newspaper. Three window display tieups were effected on the Remington-Rand Razor. A fashion window was promoted from a prominent store. Eighteen other window tieups were made along Main Street. A one dollar bank account was started for every baby born between March 31 and April 5. This cost little but netted much. He Hocked His Clothes to See "Jesse James" Besides covering a large portion of the outside wall with a smashing sign on "Jesse James," 20th Century-Fox picture. Manager Jim Ackron of the Ritz Theatre, Tipton, Indiana, had a man attired in zvinter underzvear walking around the business district bearing the placards "I hocked my clothes to see 'Jesse James'." As a result, the film broke records. Great stuff, Jim.