Showmen's Trade Review (Apr-Jun 1939)

Page 26 SHOWMEN'S TRADE REVIEW June 17, 1939 The Boys Gather 'Round For Home Office Ad Meet In Which the Campaign For the Mayme Milton Super Hit Is Launched THE advertising executive called his assistants into his office. "Now, boys," he said, "here's one of the toughest assignments we've ever had. As you know, Mayme Milton's new picture is 'Fashion's Slave.' It's the story of a girl who becomes a slave to fashion, until it fashions a net of circumstances in her life that almost spell disaster for the poor girl. It takes a level-headed young man to get her on the right path again." "Oh boy, that ought to be a cinch for me!" exclaimed the head of the exploitation department. "Fashion tieups from one end of the country to the other. Photos of Mayme Milton wearing the latest Soks creations— " "Not so fast," said the ad head, "you know fashion tieups are not permitted in conjunction with Mayme Milton. That's out. "But," countered a member of the ad department, "can't we bring out fashions in our ads? How about something like this, 'Enslaved by fashions, she almost lost the man she loved'? Or maybe this'd do, 'From a poor East Side girl she became a fashion model, only to have her new career fashion the most exciting events that ever befell a girl." _ "Neither one of 'em will do," cautioned the ad head, "we don't want to use the word 'fashion' in any manner whatsoever. That it's in the title is enough. Nor do we want people to get the impression that this is a style show. It'll attract the women perhaps, but the men will be scared away. We've got to outline an advertising campaign that'll appeal to both sexes. Now, has any one any suggestions?" "Here's something," said another member of the ad department, "why not use this line. 'She found that love and kindness was more important than mere appearances'?" "Where's anything in that to appeal to male members of an audience?" asked the ad head. "Well, I guess there isn't anything. Maybe this'd do the trick: 'He took her from the gutter — made her the toast of the town — and then found you can't butter your toast on both sides'." "Oh sure," interrupted the exploitation head, elatedly. "That'd be swell. It'd give us a chance to recommend a tieup on toasters. And maybe we could inaugurate a national 'Butter Your Toast on Both Sides Week' as a boost for butter sales. There's an idea." "I'm sorry," said the ad head, "but that won't do, either. You boys must realize that Mayme Milton is our biggest star. The wrong slant in advertising one of her films might cost us thousands of dollars. 'Fashion's Slave,' so I have been advised from the Coast, is easily her best picture by far. Like yourselves, I wish we could mention 'fashions' in our advertising, but it positively is forbidden. I have here what I believe is the type of catchline we should use on this film. Here it is: 'Loved by a strong, silent, virile man, she found the way through heartbreak to triumphant love.' In that one line you have love and romance, the stuff both women and men go for. You have strength and virility, two more things that both men and women go for. Now I want our general campaign treated in the same way. Is that understood?" The men nodded. Perplexed, however, was the exploitation head. "I don't see what FRED ASTAIRE eiKGER ROGERS iBE STORY of nam ANB IRENE CASTLE Whyte Arranges Elaborate Display on "Castles" The above display was arranged by Manager David Whyte of RKO's Aid en Theatre, Jamaica, N. Y ., as part of ^ an extensive campaign for the RKO Radio film, "The Story of Vernon and Irene Castle." Utilising black velvet for a backdrop, cut-out letters ivere strung, together with cutouts of the stars. In the foreground is shoivn a table, on zvhich revolved a display of stills depicting dances from the picture. Hidden from vieiv under the table was a phonograph playing the film's song hits. HORRORS! WHATS THIS? Oh, just a stunt arranged for the showing of the two Universal spine-chillers, "Dracula" and "Frankenstein" at the Albany Theatre, Albany, N. Y. We don't know whether that horizontal figure swathed in bandages is a real man or not, but in any event, Manager Eddie Selette shows his flair for showmanship. That woman in the background, apparently having seen the display, is pondering over the sign which reads: "Chop Suey — 19 cents." there is to exploit. Maybe after I read over the script I'll find something." "Well, I'll give you a hint or two now," said the ad head. "You can suggest contests on the question of whether or not the modern girl loves the strong, silent, virile man. You can suggest cooperative tieups between theatres and recreational centers in which the latter advertise that 'if you want to win the girl of your dreams, a girl like Mayme Milton, you must be strong, silent and virile — come and exercise with us.' You can suggest a stunt whereby local girls who most nearly resemble Maizie Milton will get free tickets to see the show. Well, those are beginners. I know you can think of toore. But remember — no fashion tieups, no endorsements by Miss Milton. Get it?" The men left the office. It was not long until they were called together again. When they were all seated, the ad head spoke: "I've just received a wire from Paddock (producer of the film). I'll read it to you: 'Style Show' new title for 'Fashion's Slave' stop Have arranged to send Mayme Milton on nationwide tour during which she will make personal appearances at department stores in key cities exhibiting creations she wore in 'Style Show.' stop Suggest you play up fashion angle. Regards, Paddock'." RKO Theatres in Greater New York Choose "Little Princesses" A Shirley Temple Resemblance Contest was staged recently by RKO Theatres in Greater New York in connection with the showing of "The Little Princess" in the circuit's houses. Two "Little Princesses" were selected — one for Manhattan and the Bronx, and one for Brooklyn and Queens. Each winner was awarded $100 in cash, 24 hours of royal entertainment and numerous gifts, which included a complete Shirley Temple outfit, a Shirley Temple doll and the Frances Hodgson Burnett book, "The Little Princess," bearing Shirley's autograph. For New York's "Little Princess," a suite was engaged at the Waldorf-Astoria. She was taken on a shopping trip to Stern's, was guest at a luncheon in her honor, attended a theatre party at one of the RKO theatres to see the picture, and was the guest of honor at a tea and reception, at which time she received her -prize and gifts. A similar day was arranged in Brooklyn for that borough's "Little Princess." To enter the contest, girls had to be between 7 and 10 years of age. Photographs, accompanied by entry blanks bearing the signature of parent or guardian, had to be mailed or brought by aspirants, to an RKO theatre.