Showmen's Trade Review (Oct-Dec 1941)

November 8, 1941 SHOWMEN'S TRADE REVIEW Page 9 eon Busch's Jack-in-the-Box Display (Only it wasn't Jack.) When the above photo was taken, the box was open; but a second later, it closed. And that was what made the display on Warners' "The Bride Came C.O.D." at the Jeffery Theatre, Chicago, such an attention-getter. Patrons were surprised to see the box, closed, suddenly open up, with a cutout of James Cagney carrying Bette Davis popping up. Sign shop and theatre cooperated on the display, according to Manager Robert Busch. V For Victory Stickers Highlight Campaign T. J. Cary and Ned Kornblite of the Capitol Theatre, Waverly, N. Y., have done it again. This time the subject of their efforts was "Dive Bomber." Highlight of the campaign was the use of 4,000 "V for Victory" stickers. A mat in the press book was used which read, "America's V is in 'Dive Bomber'," to which was added "See 'Dive Bomber' at the Capitol Theatre, Waverly, etc." The daily newspaper gave the theatre credit for starting the local "V for Victory" campaign. Half the cost of the stickers was defrayed by promoting an ad from a local drug store on the reverse side. An airplane, fuel and pilot were promoted in the interest of aviation so that the stickers could be dropped from the air in a 20-mile area surrounding the theatre in every direction. Mayors of various towns gave permission. The stickers were made so that they could be pasted on windows of automobiles, stores, etc. Some of them (100 in all) were printed with a star on the back and a local ice cream firm was promoted to give a pint of ice cream free to each holder of a sticker bearing a star. The company ran an ad explaining how to get a pint of ice cream and of course, that made everyone pick up the stickers as they dropped from the skies. Cary and Kornblite also shellacked a three sheet bearing the playdate on the sidewalk of the main street of Waverly in front of the theatre. As a result of all this activity, business set a new record for a popular priced picture. Enters Cage, Gets Publicity When MGM's caravan exhibiting "King Tarz" in connection with "Tarzan's Secret Treasure" stopped in Toledo recently, Manager Jack Lykes of Loew's Valentine got himself some publicity by entering the cage and posing with the friendly animal for photographers. Next day the Times carried the picture. Paramount to Spend $250,000 to Advertise 'Louisiana Purchase' Designed to reach a minimum of 80,000,000 people in the United States and Canada, Paramount is allocating $250,000 for the advertising and exploitation campaign on its forthcoming Technicolor release, "Louisiana Purchase," R. M. Gillham, director of publicity and advertising, has announced. The campaign, which will utilize all advertising mediums, including newspapers, national and fan magazines, radio and trade papers, will be the most extensive, both in coverage and money expended, in the past two years of the company's sales activities. Emphasizing the Technicolor factor in the merchandising of this big musical comedy, Paramount has scheduled full-page, four-color ads in such nationally circulated magazines as Life, The Saturday Evening Post, Good Housekeeping, Cosmopolitan and Woman's Home Companion and will also use a four-color ad in Movie and Radio Guide. Full-page ads in two colors or black and white are slated for all of the fan magazines, including Screen Guide, Hollyzvood, Motion Picture, Movie Story, Movie Life, Movies, Movie Stars on Parade, Personal Romances, Modern Screen, Photoplay-Movie Mirror, Silver Screen, Screenland, Screen Romances and Your Charm. An additional four-color, fullpage ad will appear in the Toronto Star Weekly Magazine, assuring wide Canadian coverage. Two-column ads are also scheduled for the following publications : Look, Collier's, Ladies' Home Journal and Country Gentleman. In the newspaper field extensive cooperative ads have been set up to be run in conjunction with the theatres booking the picture. Augmenting this newspaper and magazine campaign will be intensive radio coverage. Much of this will center about Bob Hope's sponsored programs. The comedian heads the stellar cast which includes Victor Moore, Vera Zorina and Irene Bordoni of the original Broadway cast. In addition, special' radio transcriptions, spot announcements and other broadcasting accessories and special teaser trailers are being prepared for the use of the individual theatres in which the picture will play. 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 5 Two-Faced Woman Nov. 8 Unfinished Business Sept. 13 Week-End in Havana Sept. 27 Chakeres House Sets A Radio News Tieup A tieup with radio station WIZE whereby that station broadcasts several times daily the latest news events direct from its headquarters to State Theatre patrons by private telephone line has been made by officials of the RegentState Corp., Springfield, O. According to Mike Chakeres, the tieup was consummated at no cost to the theatre, other than the expenditure for a credit slide projected on the screen during the broadcasts. An advantage of the tieup, Chakeres points out, is that during operating hours the theatre can open its line to the radio station and pick up any program that is being broadcast. Thus, should a breakdown occur during the performance, the line can be opened and the air program heard by the audience. The State manager has the advantage of using any popular programs he cares to at any time during the day. "I believe a tieup like this would be a grand suggestion for the boys in the field," Chakeres declares, "since in these difficult times people are very anxious to know what is happening in the outside world. It is a means of bringing more people, who would ordinarily sit home by the radio, to the theatre." Movie Season Display Clicks Attractive and varied have been the displays used by showmen throughout the country to acquaint their patrons with the hit pictures of the new movie season. But few, we'll wager, were more original and eye-catching than the 8 x 12-ft. lobby board created by Julius Lamm, manager of the Uptown Theatre, Cleveland. With a set of star stills, your own artist could duplicate this display, which was made timely through a red, white and blue color scheme. EVIKY HIT willing FAVORITE don't Jt: miss any of these attractions at no advance in prices • ■ ■