Showmen's Trade Review (1939)

Page 12 SHOWMEN'S TRADE REVIEW July 1, 1939 MAN ABOUT TOWN You'll Feel Like a Man About Town If You Lavish a Terrific Campaign on Benny Film LAST Sunday evening in Waukegan, III, the birthplace of that famous violinist, Jack Benny, the world premiere of his latest Paramount picture, "Man About Town," was held at the Genesee Theatre in conjunction with the radio broadcast of the Jello program. Attending the event besides the famed radio comedian were Dorothy Lamour, Alarv Livingstone (Mrs. Benny), Phil Harris, Rochester (Eddie Anderson), Andy Devine and other Hollywood celebrities. About 300 newspaper men and women from the midwest and eastern United States were there to report the premiere and the Celebrity Days events for their newspapers. We'd be safe in saying that at least 30,000 people poured into the Benny birthplace to aid in the celebration. The premiere was a terrific success. The enthusiasm that pervaded the atmosphere following the screening of "Alan About Town" was a clear indication that here is a picture every smart showman will want to exploit for for all it's worth. "Man About Town" looks like a big money hit. Stop and remember that millions of people who ordinarily hear the Jello program every Sunday evening also listened to the premiere. And when you divide these millions up among the theatres that will play the Benny film, you can readily see that there will be plenty to go around. "Alan About Town" has been getting plugs on the broadcast for several weeks now, and with the world premiere at Waukegan to cap the climax, well— there's just not going to be any way of holding the folks in line. Now even without the Waukegan premiere you'd have more than enough to sell in this comedy. For one thing, it's ideal summer entertainment, and will be released right when Old Sol is shining his brightest. For another, it has a title easily adapted to tieups and Here Are Your Cast and Credits Bob Temple Jack Benny Diana Wilson Dorothy Lamour Sir John Arlington ....Edward Arnold Lady Arlington Binnie Barnes Dubois Alonty Wooley Mme. Dubois Isabel Jeans Ted Nash Phil Harris Susan • Betty Grable Hotchkiss E. E. Clive Rochester Eddie Anderson The Merriel Abbott Dancers Matty Alalneck's Orchestra The Pina Troupe A Paramount Picture Produced by Arthur Hornblow, Jr. Directed by AIark Sandrich. Screenplay by AIorrie Ryskind. Based on a story by AIorrie Ryskind and Alan Scott. ( REG. U. S. PAT. OFF. ) extra promotion. And for still another, it has a splendid cast, as revealed by the cast and credits box on this page. From where we sit, it looks as though you'll do big business with an ordinary campaign, bigger business with a somewhat out of the ordinary campaign, and biggest business with a campaign that leaves nothing untouched in the realm of publicity, advertising and exploitation. Where to begin — where to begin — that is the question. The smart showman who has this picture on his schedule will find so many selling ideas rushing through his head that he'll have to call in his secretary and have her take them down in shorthand. Then, when he has the complete list, he'll have to separate and classify the ideas according to the way in which they should be carried out. Paramount has made up two sets of teaser ads to aid you in creating advance interest in the film. And believe you us, they're humdingers. Arrange your ad budget to include whichever set you like best, or maybe you'll use both sets. But, whether you use them or whether you create your own teasers, the fact remains that you should start "teasing" early. You might place one of your advance ads on the radio page in Saturday's or Sunday's paper. Good Ad For Radio Page As an example, your ad could include an illustration of Benny and the following copy : "That man you hear on the Jello radio program today (or tomorrow) is a real 'Man About Town' and he's coming to the Blank Theatre soon in the biggest and funniest comedy he's ever made." Of course, this copy is only a suggestion ; you'll be able to improve on it. For your actual campaign, let's consider the title. Is there a "man about town" in your community? If some debonair, handsome young fellow, or a middle-aged man for that matter, participates in all outstanding social events and crashes the newspapers regularly, you can bet he's a "man about town." Now the idea is to find out who is the most popular. There may be several, and even if there were only one, an election might prove that someone you never dreamed of is really the most deserving of the title. Get your newspaper to sponsor the contest. Ballots could be imprinted daily in the newspaper, with women readers invited to vote for their favorite. If your town has night clubs or bars where a "man about town" would be apt to frequent, provide ballots to the feminine patrons. The man receiving the most votes at the end of the contest would receive a handsome prize to be presented to him on the stage of your theatre on the opening day of the film. It wouldn't have to end here, either. The winner could visit various stores and be photographed, the pictures to run in the newspaper along with publicity stories or as parts of cooperative ads. He could be the guest of honor at civic club meetings, social gatherings, etc. You could have him appear at an afternoon tea on the theatre mezzanine. Another good contest idea would be to have aspiring amateur cartoonists sketch their impressions of what a "man about town" should look like. The drawings could be placed on display in the lobby or in a prominent window, along with stills and other advertising material on the picture itself. At the end of the contest, the winner could be photographed and interviewed as to his reasons for sketching the winning drawing as he did. There are three outstanding songs in "Man About Town" — "Strange Enchantment," "That Sentimental Sandwich" and "Fidgety Joe." Already dance bands all over the country are featuring them, and several recordings have been made. The numbers give you an opportunity to make more than tieups on sheet music, records and orchestrations with music shops ; you can use the titles for other promotions. For instance, "Strange Enchantment" suggests tieups with florists, perfumeries, modistes, etc. ; "That Sentimental Sandwich" could be brought into play with the cooperation of sandwich shops, restaurants and ice Mistah Benny, Phil Harris says you sho' is a ladykiller says you talk 'em to death. An' he just drove off with your Maxwell — an' Miss Lamour an'Miss Barnes was in it! Find Missing Selling Angle You'll have to look long and hard, for all seem to be in this ad, one ot the many swell layouts prepared tor your newspaper campaign. Comedy, music, splendid cast, and other seat-selling elements are all there. Jello program listeners will be intrigued by that catchy lead-off copy.