Showmen's Trade Review (1939)

July 8, 1939 SHOWMEN'S TRADE REVIEW Page 9 FOR BETTER SHOW SELLING Showmanalyses Have Appeared In STR on Following Pictures Adventures of Huckleberry Finn Feb. 18 Bridal Suite June 3 Broadway Serenade April 1 Captain Fury May 20 Dark Victory April 22 Flying Irishman March 11 Hardys Ride High April 22 Honolulu Feb. 4 Hound of the Baskervilles March 25 Juarez June 10 King of the Turf Feb. 25 Little Princess Mar. 4 Lucky Night May 13 Made For Each Other Feb. 18 Man About Town July 1 Man of Conquest April 29 Only Angels Have Wings May 27 Prison Without Bars April 8 Pygmalion March 11 Spirit of Culver March 18 Story of Alexander Graham Bell April 15 Streets of New York April 15 Tail Spin Feb. 4 Tarzan Finds A Son! June 24 Three Musketeers Feb. 11 Three Smart Girls Grow Up March 25 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 Young Mr. Lincoln June 10 Zenobia Mar. 18 Who's "Maisie"? Ask Folk In Harrisburg, Providence So much was done to sell "Maisie" when it played test engagements at Loew's Theatre, Harrisburg, Pa., and Loew's State, Providence, R. I., that we're going to have to be as brief as possible in giving you a general outline of the stunts or we'll have to add extra pages to this issue to record them all. Nor will we separate them by towns. The important thing is that you can use them, too. So let's go: By telephone and otherwise, a nickname was made of "Maisie." Ten thousand stickers bearing the legend "Who is Maisie?" were used on lamp-posts, fences, telegraph poles, etc. Fifty bumper strips were used on taxicabs. "Maisie" ribbon badges were worn by cashiers and ushers and by the employes of a cooperating dime store. For fifty newsstands in Harrisburg, the attendants were furnished with sun helmets, paperweights the size of bricks, and red wooden chairs — all with "Maisie" copy. Restaurants and dime stores sold "Maisie" Sundaes, and publicized the fact quite strongly. Are you still with us? A restaurant distributed 10,000 napkins with the "Maisie" legend. One hundred cards bearing the copy, "It's Comfortably Cool at Loew's, I'll see you Thursday, 'Maisie'," were placed in store windows. Prior to the opening, five Western Union boys, carrying 30x40 handlettered posters with a strip across the top reading "Deliver to Loew's Theatre" rode buses, street cars, and walked on the main streets. Six girls on bicycles, each carrying a cut-out six feet high, patrolled the main streets single file. Bearing the legend, "A kiss from 'Maisie'," 10,000 candy kisses were distributed by girls at street corners from attractive wicker baskets. A bench was placed in front of the theatre with boys sitting on it and a large sign attached which read, "We are waiting to see 'Maisie'." Blotters bearing the copy, " 'Maisie' will blot your cares away, etc.," were distributed in office buildings. Gosh, our space is gone. Well, anyway, that's a pretty big idea of a bigger exploitation campaign, isn't it? Hollister Employs Unusual Angles to Put Over "Dark Victory" at Wellsville House Since past experience had indicated that Bette Davis had only a limited appeal in Wellsville, N. Y., among both men and women patrons, even though both sexes acknowledged her to be a great actress, the problem of Manager C. L. Hollister of the Babcock Theatre was to find elements about "Dark Victory" which would create a desire among his patrons to see the picture. Selling the greatness of the picture via the "mone3'-back guarantee," a personal statement in the help wanted advertisements of the newspaper, personal letters and stage announcements were just a few of the methods employed by Hollister. A novelty appeal to men was introduced with the "personal" envelope mailed to men only, and the "no last 15 minute seating" announcement attracted attention. In addition to a thorough coverage of the lobby, foyer and screen, "Holly" sent 500 personalized letters to women only of the better social class, and to out-of-towners. Two hundred and fifty "Success" tip envelopes enclosed in regular envelopes were mailed to prominent local men. On the outside the copy was "Success Tip — Personal !" On the inside was a message which read as follows : "Here's A Tip — We don't know the secret of success, but you can make yourself mighty popular with your wife or sweetheart by taking her to see "Dark Victor}-" at the Babcock next Sunday, Monday or Tuesday. While it is known as a "woman's picture" we know that you will enjoy it; in fact, the theatre management is offering a money back guarantee to patrons that they will acclaim it one of the greatest pictures of the year ! Surely they would not do this if they did not know everyone would enjoy it! So make a date right now for "Dark Victory" at the Babcock Sunday through Tuesday, May 14-16. Bette Davis, twice Academy Award Winner, not only turns in a performance which will probably win her this award for a third time, but triumphs in the first sympathetic role of her career! Committee on Domestic Happiness." Stenciled package stuffers were distributed through the local Newberry store. The only cost of this tieup was 50c, and this was low, in view of the fact that "Holly" reached at least 2,500 people with the cooperative advertising. Stating that he was "stuck" as to just how to advertise "Dark Victory," he placed a "Help Wanted" ad in the classified columns of the newspaper inviting the public to offer some selling suggestions. "Holly" didn't expect any replies, but he received a couple of dozen. After this big campaign, there wasn't any doubt about Bette Davis' popularity in Wellsville. The picture did exceptional business, thanks to the showmanship of the astute "Holly." Diddle-diddle didd urn, diddum ga ga-ga moo SANDY! (Translation) "If my new picture doesn't get me even more raves than I got in "East Side of Heaven", then my name isn't Sandy" ! UNIVERSAL presents Baby SANDY "UNEXPECTED FATHER" with Shirley Dennis Mischa ROSS O'KEEFE AUER For Release July 7th