Showmen's Trade Review (Oct-Dec 1941)

November 1, 1941 SHOWMEN'S TRADE REVIEW Page 9 Chamber of Horrors Stunt on "Jekyll Clicks for Soriero For Better Show Selling Showmanalyses Have Appeared In STR on Following Pictures Big Store June 21 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 Feminine Touch Oct. 11 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 Moon Over Her Shoulder Oct. 18 New Wine Aug. 9 One Foot in Heaven Nov. 1 One Night in Lisbon June 14 Puddin' Head June 28 Sundown Oct. 25 Tom, Dick and Harry July S Unfinished Business Sept. 13 Week-End in Havana Sept. 27 Rankin Reports On Chatham Exploitation Just to prove that exploitation is every bit as alive in Canada as in the U. S., Manager Harland Rankin of the Centre and Park Theatres, Chatham, Ontario, forwards us a few notes on the situation, as far as it goes in his community. Played the Song. Through a tieup, the local radio station played the title song of "Intermezzo" when that picture played the Centre. "Tight Shoes" Well Sold. In exploiting "Tight Shoes" at the Centre, Rankin promoted a special "insurance policy," copies of which were distributed daily. Windows were promoted from five shoe merchants, several leading drug stores. On opening matinee, children bringing pairs of shoes were admitted free. Over 300 pairs of shoes were collected, turned over to the Welfare Department. Dog Fanciers Telephoned. During the showing of "Almost a Gentleman," which features a dog, local dog fanciers were contacted by telephone, reminded of the canine angle. "Pot O' Gold" Activities. Tieing up with local Orange Crush distributors, Rankin promoted free hats for kids. A juvenile band played in front of the Park Theatre. Underprivileged children from the Children's Shelter were guests at one of the matinees. "Broadway Limited" Street Ballyhoo. In advance of the showing of this picture at the Centre, four boys marched through the business district, single file, the leader ringing a bell. They carried a streamer with this copy : "Oneway ticket to hysteria — "Broadway Limited' — the scream-lined laugh special, etc." Gross Asks Fans What They Think About Orson Welles Manager Mickey Gross of the Orpheum Theatre, Denver, Colo., tied in with the Denver Monitor in his campaign for "Citizen Kane" in conducting a "What do you know about Orson Welles" contest. Gross also distributed 15,000 special numbered cards, with persons holding corresponding numbers posted in the lobby awarded guest tickets. His mailing campaign consisted of 10,000 cards to special lists. Fifty stills with copy were spotted in downtown windows. Four hundred window cards were utilized and the theatre publicity and advertising stepped up. Patrons Partake of Potion, Enter Darkened Checkroom, See Distorted Images, Yell If you've already played "Dr. Jekyll and Mr. Hyde," the stunt reported herewith can be used in connection with some other forthcoming horror film. But there's no getting around the fact that it is best applicable to the latest screen treatment of Robert Louis Stevenson's famous novel. Therefore, if your "Jekyll" date is still in the future, read this report carefully, for it concerns showmanship that's low in cost but high in business-building value. It all started recently when Manager Thomas D. Soriero of the United Artists Theatre, Los Angeles, began devising a scheme to whip up more than average interest in the engagement of "Dr. Jekyll and Mr. Hyde" at that theatre. When his plans were completed, he obtained a distortion mirror to be placed in the checkroom. Then he covered the checkroom entrance with a heavy black curtain and fastened black cloth to the inner walls. His next move was to confiscate the theatre's regular water cooler and place it next to the entrance. With a harmless vegetable coloring, he transformed the usual aqua pura into a green liquid. To the water cooler he attached this sign : "The management dares you to tamper with the super-natural. Drink this Hyde Solution. If you do . . . what will happen?" Above the checkroom entrance he placed this sign : "Entrance. When you enter this scientific chamber, you will be transformed from human to devil. It will be revealed to you your secret longings. Eerie! Weird! Exciting!" Another sign read : "The management will not take any responsibility for anyone that meets his death Mexican Jumping Bean Gag Exhibitor-members of the Gag-of-the-Week Club, sponsored by the Columbia Printing Co., Richmond, Va., are being offered envelopes, each containing a Mexican jumping bean, as novelty giveaways in campaigns on feature comedies. At a special price to members only, the sponsors announce that fifty orders can be filled. Envelopes can be imprinted with any copy desired. Sample copy : "The Guy Inside the Nut Inside This Envelope is Still Shaking With Laughter From Looking At Those Goofy Gobs in 'Three Cockeyed Sailors'." from a heart attack in the horror chamber, and the management does not guarantee that you'll revert back to your natural self after drinking the fluid." Everything was ready. As patrons entered the theatre, they were approached by a girl attendant who asked them if they desired to venture into the super-natural. If the patron nodded "uh-huh," he was given a drink of the greenish fluid, then ushered into the dark room. There, after he was seated, a large blue light was turned on. The sight the astonished patron saw as he viewed his distorted image in the mirror would make Boris Karloff shriek. Women who entered are said to have emitted blood-curdling yells before they realized that what they saw was their own distorted selves. A long line began to form, and from then on, the stunt was "in the bag." "Bear in mind," says Soriero, in reporting it, "the stunt certainly made the people talk about the theatre and the attraction. This mouth-to-mouth advertising helped to build our business, for we were swamped trying to take care of people who wanted to get into the dark room. We had a very profitable week." The cost of this exploitation was only $7.50, which Soriero spent for the mirror. OUTSIDE THE CHAMBER AND— HORRORS!— THE INSIDE Two feminine patrons of the United Artists Theatre, Los Angeles, are shown at the left drinking the "Hyde Solution" before entering the "Scientific Chamber" (otherwise checkroom) during the engagement of MGM's "Dr. Jekyll and Mr. Hyde." At the right, a blonde lass lets out a blood-curdling yell as she views her distorted image in the mirror. The stunt had patrons in stitches, said Mgr. Soriero.