Showmen's Trade Review (Jul-Sep 1942)

July 4, 1942 SHOWMEN'S TRADE REVIEW 13 ^Juke G\x\' Contest Scores in Canada Contest to select Toronto's "Juke Girl" produced a lot of excellent follow-up exploitation for the Warner Bros.' picture both in Toronto and in Montreal, where a sequel contest was immediately undertaken with the Toronto winner appearing in the Quebec city for the windup of the local promotion. The two events produced national radio as well as newspaper breaks. Selection of the Toronto "Juke Girl" was made at Sunnyside Beach, with a gorgeous redhead, N o r i n e McNaughlin taking the honor {see cut). Prize included a trip to Montreal and week-end at the Mount Royal Hotel, with the Ontario Amusement Machine Association sponsoring the trip. Norine's activities on arrival in Montreal included an appearance on the stage of the Capitol Theatre for the selection of the local "Juke Girl": a Juke Girl Night at the Club Chez Maurice after the contest, with a radio broadcast; a Tally-Ho ride next morning; to the Mayor's office, to Lookout on Mount Royal and to Royal Victoria Hospital, to give Juke Girl Blood to blood bank. The "Juke Girls" also were set to make a transcription, a message to Canadian soldiers, for delivery in London via Ferry Command ; then a coast-to-coast broadcast, to mass on Sunday morning, followed by a personal appearance at Belmont Park. Advance newspaper breaks on the contest were big, with all papers cooperating. The Sethco Record Shop of Montreal underwrote the prize for the local "Juke Girl," who received a trip to Quebec via Canada Steamship Lines and a week-end at the Chateau Fontenac. Jill-in-the-Juke Box 600-Newspaper Serialization on 'Gay Sisters' Set by Warners Arrangements have been made by Warner Bros, for widespread serialization of "The Gay Sisters," the Stephen Longstreet novel from which the picture was made, in some 600 newspapers throughout the country. Promotional work by the newspapers in connection with the serialization is calculated to build strong , public interest in the picture. Uses Title in Window Tieup Playing "Fingers at the Window" soon ? Then why not use the stunt that clicked for Manager Bob Cottom of the Nile Theatre, Bakersfield, Calif.? In a tieup, he pasted two giant cutout fingers on a merchant's window. Title of the picture was on one finger, while on the other was this follow-up copy : " — point to Wingate's outstanding values." If you're a showman, you'll see the importance of tieing in a title whenever possible. Working Data a "Must" For Well Organized Publicity Department Certain basic information of the "where-to-gofor-vvhat" orde.r that will save time and permit the accurate planning and directing of advertising campaigns at a minimum of expense should be at the finger tips of the theatre nublicity man. Every theatre should have a file that includes the following items : List showing the names and addresses of members and officers of Civic Clubs, Chamber of Commerce, Boy and Girl Scouts, 4 H Clubs, Women's Clubs, School Teachers, P.T.A., Sororities, Fraternities, American Legion, V.F.W., Garden Clubs, etc. Each list should be separate and a master list of all of the community club members cross indexed so as to prevent duplication in the event of city-wide mail canvas. For the purpose of having cooperative effort available for the planning of special stage events etc., there should be lists of all Dancing Schools and teachers. Music Schools and teachers, Dramatic Schools and teachers. Bands and leaders. For cooperative advertising effort there should be a list of local merchants showing the name of manager and advertising manager ; officials of the radio station and names of announcers, program arrangers, etc. ; newspaper editors and department heads. An outline of all city ordinances affecting the handling of advertising such as : street banners, hanging signs, ballyhoo, sound on streets, passing of handbills, etc. The names of all city officials and the departments under their supervision for contact for special permission on stunts, etc. List of local industries showing names of owners and managers as well as department heads and information as to the number of employes in each, the hours worked, time of start and finish of shifts, lunch hours, etc. \ list of local trade unions and executives, Nunan Uses 'Balcony' Displays How to make effective use of that "balcony" space above the entrance to the main auditorium may be gleaned from the two examples shown above — 20th Century-Fox's "How Green Was My Valley" and "Secret Agent of Japan" — submitted by Manager Harry Nunan of the Merced Theatre, Merced, Calif. The displays are specially prepared for this particular spot in the theatre. lodge oflicials, athletic teams, bowling teams, etc., for use when programs contain elements of particular interest to their members. A large map of the community showing : Locations inhabited by certain foreign segments of the population and the approximate number in each locality ; areas inhabited by factory workers, white collar workers, college students, class patronage, etc. ; schools, grade, high, parochial, prep, etc. ; principal transportation arteries, main cross thoroughfares, etc. ; churches, with names of pastors and denomination ; and a complete list of all billing locations in use by the theatre showing size or paper accommodated ; a suplemental list showing locations, size, etc., not in use but available for special billing campaigns. A list of the rural routes showing the number of box holders on each. A list of the window locations used reeularlv and a supplemental list of windows available, divided as to neighborhoods, for, use in special campaigns. An accurate outline of the religious factions that make up the community with information as to the leading dignitaries of each. An outline of the political parties with information as to the leading figures in each. A list of the various kinds of merchandise or equipment manufactured in the community with the names of such concerns and the names of the heads of the companies. A list of the employes of the theatre showing the address of each and such information as will specify how they can be called upon for special assistance in their respective neighborhoods. A list of the hotels, rooming, and boarding houses showing the class of the establishment and the names of owners and managers. A list of holidays observed, special anniversaries of significance to the community, davs set to commemorate heroic deeds of townsmen, etc. A complete set-up of opposition houses and enterprises and an established method of securing as much information as possible about their activities and coming attractions. Film's Costumes Modeled by Mannequins in Exploitation Stunt When "Reap the Wild Wind" played the Paramount Theatre, Seattle, Manager Dan Redden obtained the original costumes from the studio, turned them over to one of Seattle's largest department stores where four times daily for an entire week they were modeled by mannequins in the store's "Little Theatre." Thousands watching the style show during the week were told all about "Reap the Wild Wind," about the costumes, etc., via the store's public address system. Large ads were carried in the newspapers by the department store plugging the picture and the style show. Bonk Distributes Teaser Cards To arouse the interest of the public in "Wild Bill Hickock Rides," Manager Thomas Bonk of the Orpheum Theatre, Hammond, Ind., distributed teaser cards with this copy : "He took the law into his own hands, and in each was a blazing six-shooter ! Be here when 'Wild Bill Hickock Rides' . . . (playdates), etc."