Showmen's Trade Review (Oct-Dec 1941)

October 4, 1941 SHOWMEN'S TRADE REVIEW Page 7 Gordons Utilize Every Trick in 'Sun Valley' Drive Newport News Va. Campaign Reads Like Reference Book on The Best Exploitation Ideas If Manager Leonard Gordon and his assistant, Jerry Gordon, missed any selling trick in exploiting "Sun Valley Serenade" at the Palace Theatre, Newport News, Va., we haven't been able to find the trick. Here is one of the most extensive campaigns ever utilized in putting over a single attraction. Because this picture is now being shown in most of the first-run situations, and because there are still many theatres to play it, exhibitors are advised to study Gordon's report with a view to incorporating many of his stunts into their own campaigns. Reported Gordon : Sixteen days before playdate, one sheet was spotted out front reading: "141 days 'til Xmas, but only 16 days 'til Sonja Henie and John Payne in 'Sun Valley Serenade'." Number of days was changed and diminished daily up until opening day. Banners were hung on front curtain and came into view each time curtain was closed — banners were spotlighted. Badges plugging picture were worn by staff for two weeks in advance. Stair cards, tacked above step treads, were used on all steps to balcony and mezzanine — they couldn't be missed by anyone using stairs. Foyer display featured cutout figure of Henie skating on ice (mirror) with fan blowing figure so that it always appeared to be skating. Streamer valance was spotted over entrance doors for three weeks in advance. Sun Valley travel posters were spotted throughout theatre and neighborhood in advance to build up interest. 22x28's were placed in street trash cans — city has square trash cans on every corner and 22x28 fits one outside, giving us dilsplay on every main street corner in town. For several nights in advance of picture, at 9 o'clock break, an usher dressed in a Western Union outfit walked down the aisle calling "Telegram for Mr. Smith." Mr. Smith, a stooge, replied and requested the boy read the wire to him because of his bad eyesight. Boy read wire at top of his voice, which was, of course, a plug for the picture. Actual shooting script was secured from studio and used as basis for co-op contest with large department ctore. Script was displayed in large display and idea wa>s to read script and get ideas for slogan to turn in. Store gave records for first prize, and autographed star photos from studio were lesser prizes. Turned out to be huge success. Store advertised contest in all local papers, and devoted whole window display to it. Radio spots were used for one week in advance as well as currently. Large display was erected in AAA office in hotel lobby. Stencils were widely used; painted ad copy on theater mirrors, doors, and all throughout city. Damon Runyon column was blown up to 40x60 size and prominently displayed — column plugged picture. Luggage window downtown tied in with picture and Sun Valley with luggage, etc. Four telephone girls covered the entire 'phone directory, plugging picture in advance. Rubber stamp was made, plugging picture, and stamped on thousands of grocery bags, store bags, mailing list envelopes, and anything else we could find. Bookmarks were printed and distributed by local libraries with books, stuffed in magazines, and sent out with statements by department store. Large downtown window tieing furs in with the picture was secured. Window display and record department display, tieing in records, was secured from Montgomery Ward. Congratulatory telegrams were received from Sonja Henie and John Payne and spotted on box office window, and copies were made and spotted in W. U. office and other windows. Large barrel was used out front with lettering on outside reading, "Don't Look In Here," and every pastierbv that looked — they all did — was treated to copy selling picture. Cards were printed reading: "Pardon Me . . . but it is seldom that I can address you personally . . . But I have a special reason ... I want to tell you about a great picture, etc." Cards were signed by ushers and distributed by them when seating patrons. Envelopes reading "For Men Only" in bold letters were given to employes of large industrial plant — inside was selling herald on picture. Two large beach balls were painted with waterproof copy selling picture and given to swimming pool, which made a lot of use of them for a one week advance. Currently, donkey was led up and down main street with signcloth banner: "I'm the only one in town who isn't going to see 'Sun Valley Serenade,' and you know what I am." A model spinning wheel was used in knit shop window with copy: "We're not spinning you a yarn when we tell you that 'Sun Valley Serenade' is the best picture in town." All change given out by cashier for four days in advance was placed in little envelope reading: "Save Your Change, so you can see 'Sun Valley Serenade." Just Four Of the Stunts Illustrated here are justfour of the stunts used by Leonard and Jerry Gordon in exploiting 20th Century-Fox's "Sun Valley Serenade": 1. Two large beach balls were painted with waterproof selling copy and given to the local swimming pool, which made extensive use of them for a week in advance of the engagement. 2. City square trash cans on every corner were ideal spots for 22x28 display cards. 3. This display was on view to the public in the American Automobile Association office in a local hotel. 4. Because the picture was to play on Labor Day, merchants had "Closed Labor Day" cards in their windows a week in advance. JSP ALL DAY MONDAY SEPT I LABOR DAY For Bettor Show Selling Showmanalyses Have Appeared • n STR on Following Pictures Big Store June 21 Billy the Kid May 31 Rlood and Sand... May 24 Blossoms in the Dust July 26 Bride Came C.O.D July 19 Charley's Aunt Aug. 2 Dr. Jekyll and Mr. Hyde Sept. 6 Here Comes Mr. Jordan Aug. 16 Hold Back the Dawn Sept. 20 Ice-Capades Aug. 23 In the Navy June 7 International Squadron Oct. 4 Lydia Aug. 30 New Wine Aug. 9 One Night in Lisbon June 14 Puddin' Head June 28 Rookies on Parade May 3 There's Magic In Music May 17 Tom. Dick and Harry July 5 Unfinished Business Sept. 13 Week-End in Havana Sept. 27 Woman's Face. May 10 One thousand post cards depicting the Sun Valley scene and with a message from stars at Sun Valley were addressed to mailing lists, shipped to Sun Valley, and mailed, postmarked, from there. Broken records were spotted in one corner of foyer with cards: "It Will Break All Records, etc." Picture was current on Labor Day, so week in advance every main street merchant had a card in window reading: CLOSED ALL DAY LABOR DAY . . . (so we can see SVS at the Palace). Little shorthand notes were taken to all secretaries in the business section. Translation sold picture with copy. Every morning, ushers equipped with list of car owners and their license numbers, made rounds of streets and planted little notes headed by person's name on steering wheel. Stunt worked swell because people couldn't figure out how their names were known. Bumper strips were placed on taxicabs. Drug store featured Sun Valley Pineapple Sundae. Orchestra at beach club featured picture's song hits, interspersed with plugs for theatre. Picture was plugged over P. A. at baseball games — winners of lucky programs given passes. Hotel bulletin boards plugged pic. Sun Valley Miniature Golf Tournament was held, with passes as prizes. Downtown window featured array of film cans with copy "Sealed in these cans is the greatest array of laughs, thrills, etc., ever to come to Newport Newis. Cans will be opened Friday at the Palace." Sun Valley Orange Flip was featured at Orange Stand. Dictionary window in stationery store sold picture with large card: "There are not enough words even in this fine dictionary to describe, etc." Three Isheets, six sheets, and 24s covered town. Boy on street presumably snapped people's picture with camera, then handed card which read: "We Didn't Snap Your Picture, but if you want to see a swell picture," etc. Arrows were spotted on incoming highways pointing way to "Sun Valley Serenade" at the Palace. Cards were spotted on ceilings of barber shops: "Guaranteed to raise hair . . . the thrills in "Sun Valley Serenade,' etc." Because of gas shortage, service stations close at 7 p.m., so printed cards were taken to local stations and displayed : "We close at 7 for national defense, then we're going to see 'Sun Valley Serenade," etc. Posters were frozen in block of ice which was displayed in front of theatre. Novelty reverse ad was run in paper. If seen on one side of picture directions were to hold the paper to the light and see important message (this revealed selling copy on picture which would show through from other side). Opposite side had copy printed in reverse and directions were to hold paper to a mirror (then copy would appear O. K.). Gag classified ads were run in advance and currently. Slogan contest was run in newspaper published for four nearby army camps. Newspaper co-operated handsomely and contest was huge success. Now that you have studied the campaign for yourself, you can fully comprehend the almost unlimited number of tried-and-proven exploitation stunts it included. Exhibitors should avail themselves of the opportunity to enter the "Sun Valley Vacation Trip Contest," details of which appeared in STR on August 2, p. 21.