Showmen's Trade Review (Jul-Sep 1942)

July 18, 1942 S H O W-M EN'S TRADE REVIEW 15 New Type Teaser Ads For "Piper" Premiere Usually, when a world premiere is announced for a special city, the reason for the selection is immediately apparent or quickly revealed. However, on "The Pied Piper," which had its world premiere in Rochester, on Thursday, July 16th, an unusual "teaser" campaign is now running in the newspapers and arousing an unprecedented amount of word-of-mouth comment by doing exactly the reverse ! The ads asked : Why of all the cities in America was Rochester Chosen for the World Premiere of "The Pied Piper." Following the "teaser" campaign a regular display space campaign will continue to surround the reason for the selection of Rochester with secrecy. SoUth Seas Atmosphere Sells "Tuttles" at Gopher Theatre F. F. Weimers, manager of the Gopher Theatre, Minneapolis, Minn., erected a colorful display on RKO's "The Tuttles of Tahiti" during its first run in that city. Learning that city ordinances restricted the use of any sidewalk advance displays, Weimers built a re'plica of a South Seas' beach and displayed it in the corner of his lobby, one week in advance of his playdate. Using a still of Peggy 'Drake, a life-size blowup was used of the girl, with a grass skirt draped around her waist. A motor attachment was placed behind the blowup and to the tune of continuous playing South Seas' music, the girl swayed back and forth. , ^ Scrap Record Drive Highlights Bock's "My Favorite Spy" Drive Keeping in step with the Government's current drive to collect all scrap rubber, Manager Erwin Bock of the Palace Theatre, Cincinnati, Ohio, conducted a scrap record drive as the highlight of his campaign for RKO-Radio's Kay Kyser starrer "My Favorite Spy." Through a tie-in with the Tri-State Distributing company, distributor of "Cdlumbia records in southern Ohio, children, twelve years or under, wei'e admitted to all matinees upon presentation of six old records in any condition. The stunt attracted widespread attention with the Enquirer, Post, Times-Star plugging the stunt in all their daily editions. King Features Now Syndicating "Bambi" Newspaper Comic Strip King Features Syndicate will run a "Bambi" comic strip in one hundred newspapers, beginning July 19th, based on Walt Disney's production of Felix Salten's book. The comic strip, appearing in Sunday newspapers all over the country, will run six months. Dedicate Picture to MacArthur Don Shane, manager of the Capitol Theatre, Sioux City, Iowa, and Wally Allen of TriStates Theatres Circuit, conceived the timely and appropriate idea of dedicating the showing of "Ten Gentlemen From West Point" to the school's popular hero. Gen. Douglas MacArthur. Lapel badges appended to MacArthur buttons were distributed for the Capitol, Sioux City, engagement and the stunt looks so good it is to be repeated throughout the circuit. Early Girlies See Special Show Manager Carl Stewart of the Grand Theatre, Topeka, Kansas, staged a 6 A.M. Dawn Matinee for girl war plant workers on "This Above All." 'NO RATIONING OF MOVIES' BALLYHOO THEME A "Buy War Bonds and Sfamps" parade held in Brooklyn on July 4th, had the active participation of theatres of the Century Circuit. Division Manager L. B. Freund entered several carriages and many costumed paraders, and among the features they emphasized via signs and pennants was the fact that there's no rationing of movies, and that a Century Theatre in "your neighborhood is yours for entertainment and cool comfort — and you don't need an automobile to get there." Interstate*s '^Talented Studen/^ Show Proves Box-Office, Goodwill Smash Hit With a view to the value of improving contacts with various local educational institutions and student bodies. Interstate Circuit has carried into successful box-office enterprise one of the most ambitious stage shows ever attempted with non-professional talent. The show had its first tryout at the Interstate State Theatre in Galveston and for its 3-day run broke all house records. The Interstate show has been in process of formation for several months, and the circuit spent approximately $10,000 on production, costumes, sets, etc. It has a cast of about 60 boys and girls recruited from various universities and colleges. It was moved from the State in Galveston to the Metropolitan in Houston, and is booked to open a run next Saturday at the Majestic in Dallas. That the record business at the State in Galveston was no mere flash in the pan for the show is attested by the phenomenal business registered at the Metropolitan, Houston, the engagement facing the severest difficulties so far as weather conditions are concerned, for Houston was practically isolated for three days due to a flood. Commenting on the idea back of the show as an institutional efifort for Interstate and theatres in general, John Q. Adams, executive of the circuit, said that the idea was conceived about six months ago. "About a month before our various universities and colleges closed for the summer," he continued, "we went around to each of them and, with the cooperation of their fine arts departments, held auditions. From each seat of learning, we selected a nUlnber of their most attractive and talented undergraduates. "Immediately following the closing of school, we gathered up our selections, totalling 60 boys and girls, and took them to Galveston, Texas, where we put them through a two-week rehearsal. "Our original objectives in conducting this experimental show were two-fold : First, to off^er to talented under-graduates a summer of practical stage experience ; and. Secondly, we felt that this show would give us a splendid contact with our various educational institutions and the student bodies. In other words, we look upon it as a wonderful goodwill agent ; and, certainly, in this respect it has far exceeded all expectations." Pullin's 'Syncopation' Campaign Featured by Jitterbug Contest A jitterbug contest was held by Manager Bill Pullin of the Vogue Theatre, Manistee, Michigan, in advance of the showing of "Syncopation." The contest was arranged with the cooperation of The Pines, popular dance spot, and was held there two nights in advance of the playdate, with the finals being held on the stage of the theatre on the opening night of the picture. First prize : a large loving cup, engraved by the local jeweler who cooperated in the veriture. The Pines' band furnished the music for the finals of the contest, giving the theatre an added attraction. Plays Up Capture of Nazi Spies Taking timely advantage of the U. S. seizure of the eight Nazi saboteurs for its current attraction, Columbia's "The Invaders," the Strand Theatre in Milwaukee blew up the local Milwaukee Sentinel's headlines, superimposed a number of production stills underneath and presto — readymade was a sock front-of-theatre break while the news was still hot. Contestants Name Dual Roles Display of stars in dual roles in lobby, with contestants required to name the roles, was the highlight of the "Corsican Brothers" campaign staged by Harry Stearn and Ken Carter of Schine's Manring Theatre, Middlesboro, Ky. First IS winners received guest tickets. Dave Takes the Cue A''ictor Mature has been nationally publicized as "That Beautiful Hunk of Man." So Manager Dave Martin, Pomona, Calif., took the cue in billing the male star of "\iy Gal Sal."