Showmen's Trade Review (1939)

July 15, 1939 SHOWMEN'S TRADE REVIEW Page 11 MISS PEG MALEON OF DEFIANCE, WILL BE OUTFITTED BY THESE LOCAL FIRMS WATCH THE NEWSPAPER!' Watch for Miss Peg Maleon in Person!! MISS PEG MALEON SMITH'S STUDIO MISS PEG MAI. EON DRESS SHOES SPRIG G'S MISS PEG MALEON CROSBY MISS PEG MALEON UHLMAN'S her piirtc and glotcs .MISS PEG MALEON GAY^7oDlE'HHOs1ERY J. C. PENNEY CO. ' MISS PEG MALEON DRESS TIIF. FASHION SHOP LEsl HOWARD MISS PEG MALEON LOVELY VANITV CASE W. J. LKVHARDT miss peg maleon Brrnak Bf.aiitv Salon BERNARD SHAW'S PYGMALION MISS PEG MALEON TRAVELING CASE UI£ CHARLES CO. MISS PEG MALEON SPORTS HAT THE HAT SHOP WEDNESDAY THURSDAY JUNE 7 8 VALENTINE MISS PEG MALEON LINGERIE VIVIAN KEENAffS MISS PEG MALEO.VS CORSAGE the flower shoppe MISS PEG MAI 1 ON a 1939 model BUICK BOLLEY'S MISS PEG MALEON MARGUERITE "Miss Peg Maleon" Page E. E. Bair, manager of the Valentine Theatre, Defiance, 0., effectively put over the "Miss Peg Maleon" stunt on Metro-Goldwyn-Mayer's "Pygmalion." Shown above is a cooperative page ad from, the merchants who were to outfit "Peg". From all indications, it was a complete success and resulted in appreciably large grosses at the box office. Caldwell Gives "Tarzan" Strong Selling in Toledo Wally Caldwell, manager of Loew's Valentine Theatre, Toledo, O., comes through again with another of his typically outstanding campaigns. This time it was on "Tarzan Finds a Son !" His street ballyhoo consisted of a large float made up of 3 and 6-sheets mounted on a new Chevrolet chassis which toured the city two days in advance of the opening and during the engagement. He got display space on both sides of the entire fleet of Eastern Dry Cleaning delivery cars. Five thousand jumbo heralds were delivered to residences in selected sections of the city, and 1,000 were placed in parked cars at the Barnum & Bailey circus. Two hundred twosheets were sniped in all important locations throughout the city. At important corners of the downtown shopping center, several hundred gas-inflated, imprinted balloons on long strings were distributed by service staff members, and were also tied to the radiator caps of parked cars. Five thousand bookmarks were distributed. The entire front of the theatre was covered with a special atmospheric compo display with cut-out animals, together with 18-inch die-cut wind cards under the soffit, plus a 50-foot silk valance and an electric sign atop the marquee with the picture title in 30-inch cut-out lamped letters operated on a flasher. Soda streamers were placed on the windows of the entire chain of Thrift Drug Stores, as well as at the Franklin Ice Cream Co.'s 20 branches and at all Kresge Stores. Caldwell performed his usual fine newspaper and radio campaign, and received plentv of publicity in the form of art and special stories from the newspapers. Blasko Stages a Bathing Beauty Contest for Babies You've heard of bathing beauty contests. But have }'ou ever heard of a baby bathing beauty contest, and by that, we mean real babies from 2 to 5 years of age, and not the babies to which most of you are accustomed? Well, Al Blasko, manager of Warners' Jeffery Theatre, Chicago, staged one recently. You might take a tip from him and give the kiddies a break. Blasko got a children's shop to sponsor the contest. For the prizes, the shop furnished a silver loving cup suitably engraved and a $2.50 merchandise certificate for the winner, a $2.50 merchandise certificate for winners of second and third places, and 22 $1 merchandise certificates for the balance of the winners. The contest was limited to the first 25 entries between the ages of 2 and 5 years. Flowers for the winner were promoted from South Shore Florists, while a crown and banner designating her as "Miss South Shore of 1955" were promoted from a local sign shop. To exploit the contest, Blasko placed a 40x60 announcement in the lobby two weeks in advance. In the window of the children's shop was a 14x22 card with the information that details were inside. Mimeographed announcements were handed out. "Mothers . . . enter your child now . . ." was the essence of 5,000 letters mailed out to the theatre's mailing list and distributed in the theatre. Announcements were made from the stage. For a lobby display, Blasko used a large doll dressed in a bathing suit playing in sand over a mirror, with a small steamer chair, Ferdinand the Bull, "Three Little Fishes", etc. A special trailer was screened two week's in advance. Copy was used in programs. Each contestant was furnished with a small red heart with number pinned on bathing suit. FOR BETTER SHOW SELLING Showmanalyses Have Appeared In STR on Following Pictures liridal Suite June 3 liroadway Serenade April 1 Captain Fury May 20 Dark Victory April 22 Flying Irishman March 11 Hardys Ride High April 22 Hound of the Baskervilles March 25 Juarez June 10 Little Princess Mar. 4 Lucky Night May 13 Man About Town...". July 1 Man in the Iron Mask This Issue Man of Conquest April 29 On Borrowed Time This Issue 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 Tarzan Finds A Son! June 24 Three Smart Girls Grow Up March 25 Union Pacific May 6 You Can't Cheat An Honest Man.... Feb. 18 Young Mr. Lincoln June 10 Zenobia Mar. 18 Managers Get Sheepskins For Meritorious "Chips" Campaigns Those exhibitors who use good showmanship in selling "Goodbye Mr. Chips" are receiving attractive diplomas of merit from the home office exploitation department. Signed by Howard Dietz, director of advertising, publicity and exploitation, the diploma declares the recipient has "distinguished himself in the fields of showmanship and promotion," and that "inspired by the fact that this outstanding attraction was considered one of the finest pictures of any year, you displayed commendable initiative, originality and energy in acquainting the public with its entertainment merits through your successful exploitation campaign." Successful "graduates" are framing the displomas and placing them on display in their lobbies. Mass Art Talent for Campaign Four of the country's leading illustrators have contributed the art for the ad campaign on 20th Century-Fox's "Elsa Maxwell's Hotel For Women." The illustrations are, beginning at the top left, by George Petty, McClelland Barclay, John La Gatta and Bradshaw Crandall. These paintings by the noted brush ivielders will be featured in the trade press and in national magazines. It is an impressive array of artistic talent for a film campaign.