Showmen's Trade Review (Jan-Mar 1940)

Januarx 20, 1940 S H O M E N ' S TRADE REVIEW Page 11 FOR BETTER SHOW SELLING Showmanalyses Have Appeared In STR on Following Pictures Allegheny Uprising Nov. 4 Amazing Mr. Williams Nov. 18 .Another Thin Man Nov. 25 Babes In Arms Oct. 14 Balalaika Dec. 30 Beau Geste Sept. 16 Brother Rat and a Baby Tan. 13 Charlie McCarthy, Detective Dec. 23 Congo Maisie This Issue Uestry Rides Again Dec. 16 Earl of Chicago Jaa. 6 Eternally Yours uct. 14 First Love Nov. 11 Flying Deuces Oct. 21 Gercnimo Dec. 30 Golden Boy Sept. 2 Great Victor Herbert Dec. 23 His Girl Friday . Jan. 13 Honeymoon In Bali Sept. 30 Housekeeper's Daughter Oct. 28 Hunchback of Notre Dame Dec. 30 Intermezzo, A Love Storv Sept. 23 Joe and Ethel Turp Call On The President Dec. 9 Little Accident Oct. 28 Mr. Smith Goes To Washington .... Oct. 21 Mutinv in the Big House Sept. 30 Ninotchka Nov. 4 Nurse Edith Cavell Sept. 30 Old Maid Sept. 2 Rains Came Sept. 16 Reno Dec. 2 Secret of Dr. Kildare Nov. IS Swanee River Jan. 6 That's Right, You're Wrong Nov. 25 Three Sons Oct. 7 Thunder Afloat Sept. 23 U-Boat 29 Oct. 7 UnderPup Sept. 9 Women. The Sept. 9 Books on Screen Plays Seen As Business Boon A plan designed to aid exhibitors in realizing bigger grosses on their pictures has been instituted by the Handel Publishing Company of Xew York. Under the plan, the company offers a series of publications, beginning with Rudj'ard Kipling's "The Light That Failed," priced especiall3 to be given as souvenirs to patrons. It offers a dual purpose, Handel executives claim, that of stimulating todaj^'s receipts as well as creating a positive reminder of a forthcoming attraction. As a gift night plan, it is said to have a more direct showmanship appeal and is less costl} than many well known merchandising plans. Following "The Light That Failed," produced hy Paramount, other well known stories now in production by other major producers will be treated in similar manner. The books are full-length unabridged editions. In addition to the original story, a complete biograph} of the star or stars appearing in the photoplaj is included, along with a halftone illustration of the principal plaj-er, and other illustrations. Handel executives believe that with the plan, alert exhibitors can create manj ways in which to stimulate business at the box office. G. B. Odium, well known showman, is acting in an advisory capacitj in this new department of the Handel Publishing Company. Teaser Campaign on "U-Boat 29" " 'U-Boat 29' is coming to Chester!" With this copy Charle} Crowley of the State in Philadelphia teased his neighborhood. The ad ran outside of the amusement page and resulted in a flood of telephone calls to the newspaper office. The paper had to inform callers that it was a picture due at the State Double-Barrelled Selling On His Double Horror Show Is Fruitful Horrorsl Double horrors! But don't get scared. We're just expressing amazed pleasure at the swell campaign staged by Eddie Selette, manager of Warners' Albany Theatre, Albany, N. Y., on his double-horror attraction, "The Bride of Frankenstein" and "Dracula's Daughter." In advance, Eddie (a) placed two 40x60's in the lobby, (b) had a "sandwich" man carrying a double one-sheet around town, (c) used a combination trailer, (d) made announcements from the stage, (e) spotted a slide on the wall (which wall we don't know), (f) had two one-sheets displayed inside the theatre, (g) placed two 22x28's right by the doorman, (h) had an operating table with a wrapped dummy at the inside entrance, and (i) placed a first aid case with false teeth, hair dye, etc., with special copy at the entrance hy the doorman. During the engagement, the house took on an eerie appearance with (a) special front lighted by bunch fights and spots all with green gelatine, (b) the entire front under the marquee all in green lights, (c) eight paper skeletons hanging under the marquee, fd) illuminated skeleton masks strung along the entrance to the theatre with flashers, (e) illuminated skeleton mask in the box office window, (f) the dummy and operating table out on the sidewalk, (g) two headless dummies at each side of the box office, (h) green flares at sidewalk's curb at night, (i) entire theatre walls and ceiling in green light, (j) entire lobby in green lights, (k) first aid case near box office, and (1) cashiers, ushers and doormen all in nurses' and internes' uniforms. Eddie (a) put on a swell campaign and (b) did the business. A Rose to Every Lady 200,000 free circulation was copped by Edgar Wolf of the Wynne Theatre in Philadelphia when he broke into Cecil Pennj-feather's columns with the announcement that he was giving away a beautiful rose to every lady patron during the celebration of the theatre's 12th anniversary. P.S. — The women responded! Conference of MGM Field Men on "Gone With the Wind" Exploitation policj for "Gone AVith the Wind" and other Metro-Goldwyn-Mayer releases was discussed hy AVilliam R. Ferguson, exploitation manager, who presided, at a one-day conference of M-G-M's American and Canadian field representatives, in the South Garden of the Hotel Astor, last week. Ferguson spoke about press books, advertising accessories, and publicity in connection with exploitation of "GWTW." Part of the campaign will feature a nation-wide tour during which original costumes used in the filming of the picture, as well as artists' sketches and designs from which they were created, will be exhibited jn leading department stores and salons in connection with the film's engagements. The costumes and other material will be moved from city to city in a van with specially constructed racks for the period apparel. The tour will be conducted by Capt. Volney Phifer and his wife, ]Mrs. Eloise Phifer, with Paul Kamey, publicity man, in advance of the caravan. The tour was scheduled to begin in Philadelphia, Jan. 16, just prior to the film's engagements there at the Bo^-d and Earle Theatres, with Baltimore and Washington scheduled as the next stops. The tour will continue for at least six months. In the photo above: front row, left to right: Miss Pat Reis, representing Howard Dietz; Jack Peters, Donahue & Coe, ad. agency; J. J. Flynn, home office; W. R. Ferguson; Eddie Carrier and !Mel He^-mann, home office. Extreme left, front to rear: H. W. Lambert, Omaha and Des Moines; Warren Slee, Detroit; Harold Marshall, Indianapolis; Charles Baron, Pittsburgh; Dewey Bloom, Toronto, Canada; N. E. Beck. San Francisco; James Shiller, Los Angeles; Claud Morris, St. Louis. Left inside table, rear to front: J. E. Watson, Cincinnati; William Parker, Seatle; Ernest Van Pelt. Salt Lake City; C. C. Deardourff, Cleveland; W. G. Bishop, Chicago. Outside right at table, front to rear: C. K. Stern, assistant treasurer Loew's, Inc.; Morris Abrams, ^Minneapolis; Louis Orlove, Alilwaukee; Paul Karne^', home office; Irving Waterstreet, Kansas City; A. L. Burka, Charlotte; Tack Walsh, Albany. Inside table, right, rear to front: Tack Gilmore, Buffalo; James Ashcraft, Philadelphia; Carlton Duffus, Washington. D. C. ; Capt. Volney Phifer, home office; Elliott Foremen, New York; Bert McKenzie. Boston and Xew Haven; Norman Pyle, Chi