Showmen's Trade Review (Apr-Jun 1939)

Bodiford Puts On Detailed Campaign For Fourth-Run Engagement of ''Jesse James Just because a picture has already played first-run is no sign that it won't make money on its subsequent engagements. As a matter of fact, down in Fort Worth, Texas, Manager Lowell T. Bodiford of the Parkway Theatre put on a detailed campaign for "Jesse James," in spite of the fact that he played the picture fourth run. An old gun collection was in the window of the First National Bank two weeks preceding the playdate. This window, according to Bodiford, is reputed to be worth $100 per week. An 1898-model automobile was parked downtown on the most conspicuous corner a week preceding the playdate. On the car were explanatory signs advertising "Jesse James." So much attention was attracted by the display, and traffic was so tied up, that it was found necessary to move the car the second day. A 1905-model Hupmobile was also parked in front of the theatre with appropriate signs. A "Jesse James Trio." composed of three girls in old-fashioned costumes, appeared at the Parkway's Saturday morning Kiddie Show, on two Buck Nite drawings, at the local Kiwanis Club and on the Interstate Circuit radio program. Additional words were attached to the end of the song which gave the players and playdate of the picture. Ten days before the playdate the theatre staff was attired in "Jesse James" costumes, which included guns, boots, cowboy hats, bandanas, etc. A large box on the picture was carried in the theatre's house program. Four thousand heralds were distributed to the schools. A man named "Jesse James" was found, of whom a picture was made showing him holding up the box office. Bodiford approached movie critics on running the picture as a gag. A chair was found in Ft. Worth which is supposed to be the one which James occupied when he was shot. C. L. Douglas, feature writer of the Ft. Worth Press, carried a column on it. The chair was in the bank window for several days, after which it was transferred to the theatre lobby. A large banner was displayed in the lobby a week before the opening. A large 33 ft. sign hung above the marquee two weeks in advance. The sign could be seen by cars coming from three directionsRobert L. Ripley's "Believe It Or Not" trailer on the picture was run two weeks in advance. A thousand Techniques (cards which had a frame of the actual Technicolor print attached to them) were distributed in the business section. They attracted considerable comment, according to Bodiford. An autographed photo of Tyrone Power was given to the boy or girl submitting the best entry in a "Jesse James" coloring contest. A soap-modeling contest for the best soap model of a gun was also held for the children. Sidewalks were stenciled. Street & Smith "Jesse James" books were given to newspaper critics, which resulted in extra publicity, and also to children as prizes. Special badges were made up and distributed to business houses for their employes to wear. These badges were their admission to see the picture. Appropriately attired, an usher put on roller skates and ballyhooed "Jesse James" at the Roller Derby for several nights. !Mind you, this thorough-going campaign was for a fourth-run. As a result, business was tremendous. Which should be ample proof that selling the picture is the backbone of good business, whether you play the film first run or subsequently. Baby Carriage Poster Bally For the engagement of Monogram's "Mystery Plane" at the Brooklyn Strand, a poster stand on zvheels zvas constructed. Posters were mounted on a baby carriage and wheeled around the zncinity of the theatre. Teddy Trust, publicity director of the Strand, arranged it. JUNE 18th FATHER'S DAY. Sponsored by the Father's Day Committee of New York. Here is the time for you to play father and son picture. Run a father and son athletic contest and offer guest tickets as prizes. A special father and son matinee would be a good bet for observing this day, too. 20th WEST VIRGINIA )OINED THE UNION, 1863. This occasion should be observed fittingly in that state. 21st NEW HAMPSHIRE JOINED THE UNION, 1788. Theatres in the Granite State should take notice of this occasion to observe it fittingly. 22nd SUMMER BEGINS. This is a good time for you to plant institutional copy plugging your cooling system and your array of outstanding summer attractions. By the time this day has rolled around the weather man will have already reminded you that summer has been long on the way but this will serve as reminder for you to clean up your basement, look over your cooling plant and your heating system, have cool colors in your lobby and front, etc. Last week's issue contained some suggestions for selling your theatre in summer. 23rd C. L. SHOLES patented the typewriter in 1869. This wonderful invention is just 70 years old and you may be able to make some good tieups with local typewriter agencies in connection with your current attractions. Merchants Cooperate With Brown on Durbin Feature Bill Brown, Jr., manager of the Durfee Theatre, Fall River, Mass., made several window tieups on "Three Smart Girls Grow Up." As in the past. Brown's tieups were mostly all gratis. Here are just a few of the windows he promoted: McWhirr's Dep't. Store — Radio and Decca Records, Deanna Durbin records and spot announcements were broadcast from the store. Stills and a one-sheet were used in the display. Empire Men's Shop — Display of slack suits similar to those worn by Robert Cummings, together with stills and playdate. S. S. Kresge's — "Deanna Durbin Perfume." Also counter displays. A photo of Deanna was given with every purchase. Saxe'r, Inc. — Display of "Deanna Durbin Handbags" with stills and playdate. J. J. Newberry — Display of Blue Bird records, also magazines, with stills and date. Western Union — A S-ft. poster with stills and playdate. Candy Mart, Inc. — Special candy display, with three posters tieing in Mothers' Day. Hall's Music Store — Sheet music display with stills and playdate. Liggett's Drug Store — Soda fountain tieup on "Deanna Durbin Sundae." Brown also arranged displays in three other stores, and had a merchandise tieup with the Cherry & Webb department store, yvhich worked the name of the picture and the playdate into its newspaper ad. Real Madden Sees Beery Film In Indianapolis recently Manager Ward Farrar of Loew's, while doing some exploitation on "Sergeant Madden," ran across a real Sergeant Madden on the Indianapolis police force. The policeman was Farrar's guest at a special preview of the film, and the coincidence got a good break in the dailies. FOR BETTER SHOW SELLING Showmanalyses Have Appeared In STR on Following Pictures Adventures of Huckleberry Finn Feb. IS Broadway Serenade April 1 Captain Fury This Issue 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 Tames Tan. 21 King "of the Turf Feb. 25 Little Princess Mar. 4 Lucky Night May 13 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