Showmen's Trade Review (1939)

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Page 12 SHOWMEN'S TRADE REVIEW July 8, 1939 Left to right: Steve Tarbell, Smalley Theatres, Cooperstown, N. Y.; ]ohn Cardner, Gardner's Theatres, Schenectady, N. Y.; Charles F. Wilson, Bijou Theatre, Troy, N. Y.; ). Constantino, James Theatre, Syracuse, N. Y., and Ralph P. Merriman, Franklin Theatre, Syracuse, N. Y.; Mr. and Mrs. Dave Lebovitz of the Harlem Amusements, Memphis, Tenn. All were visitors at RKO's exhibitors' lounge. Lionel Ties Up on Cooperative Campaign to Plug "Union Pacific" The foreign department of Paramount and the export division of the Lionel Electric Toy Train Co., have completed arrangements for a co-operative, world-wide exploitation and advertising campaign on Cecil B. DeMille's "Union Pacific." In addition to running "Union Pacific" ads in local newspapers, the Lionel Co., is giving to exhibitors in key cities throughout the world, a toy train modeled after the Union Pacific's Streamliner. These trains are to be used as contest prizes, and it is estimated that over 200 of them will be distributed. Blondes With Sothern Photos Are Admitted Free to View "Maisie" When "Maisie" played the Wisconsin Theatre at Milwaukee, the Milwaukee Sentinel ran a big two-column likeness of Ann Sothern, underneath which was a caption which read, "If you are a blonde and go to the Wisconsin Theatre before 1 o'clock Saturday, the chances are you'll be admitted free. But be sure to take a picture of Ann Sothern with you. It's Ann, also blonde, who is a featured player in 'Maisie' now showing at the Wisconsin. The first 100 blondes who present this picture or any other picture of Ann, to the Wisconsin Theatre doorman, will be admitted without charge." Old, you say? Well, maybe so, but it's still a popular gag, and worthy of use in your own campaign. "Pygmalion" Sold in Wellsville Via School Matinee, Special Ads Because the theatre's budget did not permit an extensive campaign on "Pygmalion," Manager C. L. Hollister of the Babcock, Wellesville, N. Y. contented himself with increased newspaper space, using ad mats furnished by the Albany Advertising Department and revamping them to emphasize the mass entertainment qualities of "Pygmalion." One hundred Study Guides were purchased, of which a few were mailed to each of thirty high school principals and superintendents. Supplementing this, hectographed postal cards requesting class room announcements of a special school matinee were also mailed. A tieup was effected with the head of the high school's English Department whereby "Holly" offered a special rate to students at the school matinee. The gross at this showing was four times above the regular matinee. One hundred post cards were mailed to an especially selected list of representative people. In newspaper ads this line was carried: "Don't let the title fool you — it's a comedy! The gay story of a guy who tried to make a lady out of a guttersnipe!" Personal Endorsement Manager Harry Mintz, of the Parthenon Theatre, Chicago, had his own personal endorsement on "Dark Victory" printed as a plugger and distributed to patrons. AUGUST 6rh ALFRED LORD TENNYSON BORN, 1809. This is a splendid time to revive Warners' "The Charge of the Light Brigade." 7th CONGRESS CREATES THE WAR AND NAVY DEPARTMENTS, 1789. By playing a picture with the service background, you have a fine chance to obtain some novel newspaper publicity. 9th FRANCIS SCOTT KEY BORN, 1780. The birthday of the author of the Star Spangled Banner can be suitably observed through the cooperation of Boy Scouts and Girl Scouts and singing of the anthem on that day. 10th MISSOURI ADMITTED TO THE UNION, 1821. Missouri exhibitors should join in a suitable celebration of this event and make a gala occasion of it. 11th ROBERT FULTON'S CLERMONT, the first steamboat, makes the trip from Albany to New York, 1807. Arrange a display with travel agencies whereby photos or replicas of the Clermont are compared with the modern ocean liners. Add a mention of current travelogues. 12th SINGER SEWING MACHINE PATENTS GRANTED, 1851. Nearly all films have fashion tieups. In this instance, utilize them in a display in your local Singer establishment in which the theme is that "you can make these clothes at home with a Singer Sewing Machine." Then-and-Now Photos of Girls Used in Contest on Durbin Film A "Smart Girls Contest" was part of the fine campaign staged for "Three Smart Girls Grow Up" at the Capitol Theatre, Chicago, by Manager Richard Barry. Through a screen trailer, feminine patrons were asked to bring photos' of themselves as they were when babies and as they are now. These photos were pasted on a lobby cutout underneath the caption, "Smart Girls Grow Up." Ballots were provided whereby patrons cast their vote for whichever girl they desired. The girl whose photo received the most votes received an award of $10 in cash. As a further plug for the film, Manager Barry had three attractive girls, smartly attired, walking through the business district carrying parasols on which was this copy : "Deanna Durbin . . . 'Three Smart Girls . . . Grow Up'." "Call Your Friends Now—" A large wooden telephone, over 4-feet high, was placed in the lobby of the Jeffery Theatre, Chicago, by Manager Al Blasko. Alongside it was a card which read, "Call your friends now — Plan to see 'The Story of Alexander Graham Bell'." Good Use for Cotton Surplus Wire, shaped into letters to which cotton was glued so it would look like sky-writing, was used as part of the lobby display for "Women in the Wind" when that picture played the Shore Theatre, Chicago, managed by Robert Busch. The Key to Bigger Box Office Grosses! 'Chick" Lewis presents ENCYCLOPEDIA OF EXPLOITATION (SECOND PRINTING) by Bill Hendricks and Howard Waugh DD \ CF <K3 RO Cash, Check or Money Order." riXI^I. *pj.J\J (No c q D.'s). For Canada add 25c. SOLD ONLY THROUGH 1501 Broadway SHOWMEN'S TRADE REVIEW New York City