Showmen's Trade Review (Apr-Jun 1940)

Page 18 SHOWMEN'S TRADE RE\'IEW April 27, 1940 Criterion Lobby Sells "Wolf" The camera caught these examples of show selling in the lobby of Loew's Criterion, New York, during the engagement of Republic's "Wolf of New York." At the left is one of the sensational side panels, while at the right is a gruesome barrel display that brought the people right up to the box office. Representing a body buried in cement, with only the hands sticking out, the display had an explanatory card which read: "Found . . . on the bottom of the river . . . who will be the next victim of the 'Wolf of New York'?" FretwelTs Campaign On "Blue Bird" Fruitful Fruitful were the results of the campaign staged by Manager Jack Fretwell of the State Theatre, Harrisonburg, Va. on "The Blue Bird." Fretwell was assisted by Martin Caracofe. Three thousand heralds were distributed, being paid for by ads promoted from local merchants. Two thousand of them were stuffed in copies of the Washington Post and Washington Times-Herald, five hundred were given out in schools and nearby county towns, and the balance at the other theatre. Special lobby displays included a 40 x 60, painted by a local art'st, playing up the New York premiere, bearing Easter copy and clarifying popular prices. One hundred window cards were distributed two weeks in advance, covering the city and county for a radius of 25 miles, playing up the star, story and writer, and also bearing Easter copy. To the ministers and principals in Harrisonburg Manager Fretwell posted a hundred letters in which he stressed the educational and moral value of "The Blue Bird" and suggested they make arrangements for theatre parties. One of the special heralds was sent with each letter to be posted on the bulletin board of each school. In the letters to the principals, an essay contest was outlined, with the theatre offering free guest tickets for the best essays on "Why Maeterlinck's 'The Blue Bird' Contains the Fundamentals of Great Literature." The largest schools in the city were contacted a month in advance for displays on bulletin boards and cooperation from the teachers in having their pupils read the story. Special 6-sheets were posted on the side of the theatre a month in advance, and all newspaper ads and radio continuity tied in with Easter announcements, in view of the film's Easter playdate. You have given us a splendid example of showmanship. Jack. "Blue Bird" Coloring Contest In selling "The Blue Bird," iSfanager Morris Rosenthal of Loew's Majestic, Bridgeport, Conn., arranged with a department store to have color contest heralds distributed. The store took space in all its newspaper ads to announce the contest, and devoted a full window display to the picture. "Buck Benny" Gets Heavy Radio Plugs The New York opening of "Buck Benny Rides Again" with a Harlem premiere and the regular run at the Paramount Theatre had the most extensive national and local air-selling campaign of any picture opening in New York, a recent radio survey disclosed. In addition to six Jack Benny Jello programs, three of which originated from New York, and which were heavily laden with plugs for the picture, Benny made a guest appearance on the Kate Smith Hour in which additional credits for the picture were heard. The Harlem premiere at Loew's Victoria Theatre on 12Sth Street included a Station WHN broadcast with Jack Benny, Fred Allen, Mark Sandrich, Rochester, Bill Robinson, Ella Fitzgerald, Maxine Sullivan, Louis Armstrong, Ethel Waters and other notables blurbing the film. Phil Harris, from the cast of the picture, was heard on the "We, The People" program, with numerous picture credits included. Fred Allen plugged the picture consistently for several weeks, and additional credits were garnered by Eddie "Rochester" Anderson when he appeared as guest artist on the program. The same date Mark Sandrich, producer-director of the comedy, was air-interviewed by Stella Unger on her "Hollywood Newsgirl" program released via the NBC red network, with added plugging for the picture. Jimmy McHugh, composer of the song hits, was booked on "Judge Spence's Song Court" radio program, and Arthur Jacobson, Paramount's talent scout, was also enlisted for air service in selling the picture. Letters to Teachers To get school cooperation in connection with his showing of "Cavalcade of Texas," a subject made in the Lone Star state for its residents. Manager Floyd Faubion of the Star Theatre, Teague, sent personal letters to teachers calling their attention to the educational value of the subject and inviting them to be his guests during its engagement. "East Side Kids" Front The Globe Theatre on New York's main stem ivent to town for the opening of Monogram's "East Side Kids" ivith a highly effective front, part of which is reproduced above. A 23x31 banner covered the entire Broadway facade above the marquee. Still enlargements and layout ideas adapted from the press sheet ads formed focal points of interest. The card at the end of the display shown above reads: "Here lies the body of a fellow who laughed himself to death when he saw 'Charlie McCarthy, Detective'." The display was used on the sidewalk in front of the Star Theatre, Teague, Texas, to plug the Universal film. Credit Manager Floyd Faubion for the stunt. Original Set Sketches Part of Cannpaign on "Northwest" Twelve original set sketches prominently displayed in the main lecture hall of the Los Angeles Public Library proved highly effective as part of the "Northwest Passage" campaign for its day-and-date State and Chinese showings in that city. In addition, 10,000 bookmarks, plugging both the Kenneth Roberts novel and the film, were distributed by the library. Fifty 14x22 cards were planted with book stores and rental libraries in the city and environs, and an additional 10,000 bookmarks given away. Three traveling 28-sheet trucks covered the city thoroughly for a week in advance. At both theatres, men dressed in Rogers' Rangers uniforms distributed heralds before the opening. Radio campaign included a letter contest over the local N.B.C. outlet, a Truman Bradley interview on candid camera work via a C.B.S. station, and spot announcements on eight smaller stations as well as on the major networks. Saps at Sea (Continued from page 17) to feature length. It has some good gags, and will fit in with a strong dramatic feature, serving to bring in those who are followers of this team. This is the second one of this pair's pictures, originally sold as a four reeler but released as a feature. The gags are plentiful and there are some hearty laughs but they would be closer together if the picture were a four-reeler. Have a contest for a goofy menu with string for spaghetti, soap for cheese, red paint for tomato sauce and sponge for the hambgurgers, such as they use in the picture. Also run a contest for gag titles hke "Saps at Sea." Use plentv of comedy stills in the lobby. (FAMILY) Catchline: "Ship ahov and ship ha-ha." AUDIENCE SLANT: GOOD LAUGHS AND GOOD GAGS BUT TOO FAR APART. BOX OFFICE SLANT: WILL LIVEN UP A DRAMATIC FEATURE.