Showmen's Trade Review (1939)

Page 24 SHOWMEN'S TRADE REVIEW August 26, 1939 Something Always Happens In Tilbury; Mgr. Rankin Reports on Canadian Capers IF YOU think "nothing ever happens in Tilbury, Ont, get ready now to dispel that illusion. For here are some items from Manager Harland Rankin, of the Plaza Theatre, which prove that whether it be crime news, social news or exploitaion, things are popping in the Canadian city. Miss Nancy Rankin, daughter of Showman Rankin, celebrated her sixth birthday by entertaining all the children of Tilbury with a free morning show at the Plaza. She made her annual stage appearance to an enthusiastic crowd of children. (You exhibitors with kiddies in the family — why not mark their birthdays with a regular theatre party for children from all sections of your community? Goodwill — that's what it builds). A popular innovation at the Plaza is Silver Dollar Night. In commemoration of the recent visit of King George and Queen Elizabeth to Canada, five silver dollars are given away each Monday night with pictures of Their Majesties. (We knew some enterprising, wide-awake exhibitor would take advantage of their visit for an exploitation stunt, and apparently Harland is the most enterprising, the most wide-awake). • Each year the Plaza stages a beauty contest for the selection of Miss Tilbury. This year, according to Harland, the affair is bigger than ever, with leading merchants lending their promotion. The winner of the contest goes to Windsor to represent Tilbury at the Fireman Field Day where Miss Western Ontario is chosen and receives $500 in cash prizes. (With a stunt like this, the Plaza puts Tilbury on the map). Madam Cezanne, a noted fur stylist, sponsored a fur fashion show recently at the Plaza, displaying over five thousand dollars worth of furs. In spite of the heat, it proved successful. Pretty blondes and brunettes displayed and modeled the furs, and distributed souvenirs to the patrons in the lobby. And here's a crime item. Garfield Cass, popular MGM salesman, lost his car recently when a thief or thieves took a fancy to it and drove it away. He is carrying on with one of his fellow salesmen, Harland reports. The car has not been located. The Col. Wagle Buglet Pipe Band were recent guests of the Plaza and, according to the genial manager, "put on a very impressive duel out in front 30 minutes before the feature began." "Duel," according to Funk & Wagnall's dictionary is "a prearranged com ■ r SAMUEL GOLDWYN'S THEY SHALL HAVE MUSIC! «P$5H v 1 'This is REAL LIFE against a background of great music . . . one of the most exciting experiences 1 have ever had." ' MUSIC! 1 ,~„c» 1FEOS • JOEL McCREA | jaschahe«^-uv.oum1 Doors Open 3 • rm 9:30 A. M. M ■ UNITED ARTfSTS S1MAB I B>«'yat49thSt. ^[ 1 W %J/ @» fl MIDNITE SHOWS I 1 Endorsements of Personalities In its ad campaign on UA's "They Shall Have Music" the Rivoli Theatre, N. Y. used the endorsements of famed personalities to impart the strong general appeal of the picture. Floyd Gibbons was the particular personality in the layout above. "nurtainmtnl Tre*t You vc Ever Had, Cull ■ ■ ■ ■ JOAN B. PRospecl 3740 i A. M. to 5 P. M. Calling Cards Bring Calls As a teaser to stimulate interest in Columbia's "Good Girls Go to Paris" at the Regent Theatre, Springfield, O., M. H. Chakeres distributed calling cards to the boys in school and college. Most of them called the number on the card and asked for Joan B. They were told she'd be at the Regent on (opening date). bat between two persons, fought with deadly weapons in the presence of witnesses or seconds." If Harland really meant "duel," we can only conclude that a combat among the band members was staged in advance, and that using their instruments as deadly weapons, they melodically fought it out to a musical finish in the presence of witnesses (the general public.) Concert or duel, it attracted crowds, and that counts for a lot. Incidentally, Rankin returned a few days ago from a 3-week vacation at Erieau. His proudest moment was when he taught his daughter to swim. He reports that business in general throughout Western Ontario has been bad. In Tilbury, several factories have closed, placing theatre grosses below average. To conclude, Master Bob Rankin, 5 years old, is growing like a weed. Papa Rankin is considering making him a member of the stav-at-home babies union. Finck Thinks Up Original Ideas To Attract Folks to His Theatre Out in San Diego, California, G. F. Finck, who acquired the Metro after having given up the Victory, is keeping patrons guessing with his "Mr. Finck's Night," a stunt he substituted for Bank Night, of which he had grown very tired. In competing with his former theatre, Finck posts both programs on the box office of the Metro with the boast, "Just compare them!" Pictures don't get the space on his marquee banner. Instead he announces that "3,000 People Attend This Theatre Every Week — There Must Be a Reason." Because of the five-cent kid matinees on Tuesday, in addition to bread-coupon and old tire tieups, the house is jammed with juveniles. On his slides, Finck pleads for "Silence — We Insist! — Silence." He must be doing all right, for he is breaking ground for a new theatre. Plugs Ann Sheridan's "Oomph" Taking advantage of the wide-spread publicity accorded "oomph girl" Ann Sheridan, Lou Metzger, operator of the Spreckel Theatre, San Diego, built up an effective campaign for the local run of "Naughty but Nice" in which Ann Sheridan is featured. He used 800 posters which carried a striking illustration of Ann Sheridan and the copy "The 'Oomph' Girl's Greatest Tri-'Oomph'." These posters were thoroughly displayed in the city. Women's Clubs and Civic Groups Help Plug "Mask" in Kansas City Topped by a tie-up with all local women's clubs and civic organizations that insured their cooperation in bringing "The Man In the Iron Mask" to the attention of the majority of women in Kansas City, John McManus built an exploitation campaign for the engagement of the picture at Loew's Midland that included all phases of publicity and ballyhoo. Special bulletin board displays heralded the announcement of the production to the members of all women's organizations in the city. The leaders held meetings at which they discussed the historical elements of the film, and that also circularized their membership with letters urging them to see the picture. Another stunt that proved its effectiveness in an outstanding manner was based on the cooperation of the local hotel managers who had their telephone operators announce to all guests that "The Man In the Iron Mask" was opening on that day. These hotels were the Muehlbach, Phillips, President and Continental. The picture was given extensive promotion by Kline's, Jones' and Emery-BirdThayer's Department Stores in their book departments with attractive posters and display material spotted in their windows. Cards Admitting Neighbors Free Exploit "Invitation" for Boucher A novel way of putting over "Invitation to Happiness" was used by Frank Boucher when the film played the Glove Theatre at Gloversville, N. Y., recently. Boucher passed out serially numbered cards carrying this copy: "Here's an 'Invitation to Happiness.' In the lower righthand corner of this card you'll find a number. Someone on the same street where you live has a card bearing the same number. You and the person with your corresponding number are invited to be our guests to see the grandest picture in years . . . Visit your neighbor and find; your corresponding card. Remember, the mate to your card is on your street. You and your neighbor come together and bring, both cards to see this grand show." . ( / What a fine way to promote neighborliness. Although the title tied in well in this instance, here's a stunt that can be used on almost any other picture. Oh yes — just one more thing. Boucher announced his forthcoming attractions on the ~back of the card. Two plugs in one! Street Ballyhoo in Chicago Not one, not two, three, four or five, but six men in iron masks were used in a street ballyhoo stunt in Chicago recently to plug the engagement of Edward Small's United Artists' release, "The Man in the Iron Mask" at the Roosevelt. Bill Hollander, of the B & K publicity staff, gets credit for the effective piece of show-selling.