Showmen's Trade Review (Jul-Sep 1942)

14 SHOWMEN'STRADEREVIEW July 25, 1942 SHOWMANSHIP IN WARTIME LONDON Persistency Has Its Reward If j^ou continue your efforts to get what you want, eventually you'll succeed (or at least you should!). Take Manager Roberts of the Elite Theatre, Middlesbrough, for example. To get the sort of display he wanted to boost the showing of "They Met in Bombay" and Middlesbrough Warship Week, he needed a large poster showing all the different types of ships in the Royal Navy. He tried and tried, and was about ready to give up when he finally found one at Darlington, nearly 20 miles away. The display itself consisted principally of a "sea" of optical glass, on which "floated" two model frigates of Nelson's day. The glass, formed to re_present a mountainous sea, rested on a large sheet of green paper under which a 150-watt lamp burned. Thus a sea-green effect was produced. Above the display was the "hard to get" poster, while to the left was a smaller poster with the words : " 'They Met in Bombay' to steal this" — which pointed to a copy of the Star of Asia made out of a necklace and pendant. On the right of the large poster was a superimposed drawing of a destroyer labeled "700,000 pounds," this being the target figure of Warship Week. To the drawing was pointed this copy : "You meet in Middlesbrough to buy this. Don't miss the boat for either — ." The display helped put over the picture and the drive, thus serving a two-fold purpose. Smart Stunts on 'Hellzapoppin' Manager Rupert Todd of the Gaumont Palace, Derby, had to consider newspaper space limitations in arranging his advance campaign on "Hellzapoppin." Nevertheless, he evolved a good stunt : He ran a one-inch single column add each day for twelve days ; each ad contained a letter from the title, which patrons were asked to save. Additional copy : "Eleven (the number decreased one each day) more to follow . . . Result (date)." With the printing of the last letter, this line appeared : "Your Easter present at Gaumont Palace next week." Todd also tied up with a ballroom on the "Hellzapoppin" dance, and the picture was well plugged over the microphone. In front of the theatre he had a man sitting in a chair : "I'm waiting to see 'Hellzapoppin.' " In the vestibule he displayed a showcase of rarities, including cigars, boxes of matches, bananas, wines and spirits, jellies, fruit, roast chicken, lobster sausage, etc., all of which were props but still exceedingly realistic. A card on the showcase carried this copy : "All good things in life are scarce. See 'Hellzapoppin' for laughter unrationed." One patron described the display as "damnably intriguing." No Need to Wait Now At the Odeon, Redhill, music is played at certain intervals each week. Because Manager J. Alexandra has been ferquently asked what was played, he hit on the idea of placing a small poster in front of the theatre listing the title, record number and exact position of each piece on the program. In this way, the patron knows in advance what he will hear. Furthermore, there is no need for him to wait while an attendant checks up with the operating staff. Comic Strip 'Bride' Herald A full-color comic strip herald has been prepared by Columbia as a theatre selling accessory for "They All Kissed the Bride." Printed in four colors, the herald has a blank page to be utilized for theatre imprint or cooperative advertising. Display 'Sure Looked Smart' Show the above photo to your artist and let him reproduce it for a display for your lobby. With red, white and blue as its color scheme, the setpiece "sure looked smart," according to Manager A. Easson of the Oakwood Theatre, Toronto, whose artist prepared it for Paramount's "Fleet's In." Syncopation Week Tops Selling Of 'Syncopation' by Will Singer Manager Will Singer and publicity and advertising director Louise Cotter of the Brandeis Theatre, Omaha, Neb., took advantage of Syncopation Week to tie-in for a sure-fire exploitation campaign on "Syncopation" when that attraction played their theatre. Through the cooperation of the Sidle Company, Victor distributors, and the Omaha Appliance Company, Columbia distributors, a tie-in was arranged for a band contest to determine the Omaha Amateur Instrumental Swing Band. Entry blanks were given out at all local dance spots (where M. C.'s made announcements and posters outlined the contest) as well as at all music stores and the theatre. All professional musical organizations helped feature the picture and its All-American band by playing numbers in the manner of Goodman, James and the other instrumentalists concerned in the picture. To stimulate entries in the contest theatre passes were given out to the first two hundred who registered. Passes were also given out nightly to the best dance couple at various dance spots. Posters and banners plugging the feature and contest were spotted in all prominent locations. Winners were determined by process of elimination and made personal appearances on the stage of the Brandeis. Kresge and Woolworths' featured elaborate window displays and the local radio stations plugged the attraction and playdate with dailv 15-niinute spot announcements a week in advance of the playdate. 'Here's Nuts to You . , .' A costumed "Abbott & Costello" pair, wheeling a barrow loaded with thousands of peanuts, distributed the goobers at Boston's busiest intersections, as a feature of Joe Longo's campaign for "Rio Rita" at the State and Orpheum. Copy on the wheelbarrow read : "Here's nuts to you from two screwballs in their nuttiest picture yet — 'Rio Rita.' " Earle Engagement of 'Invaders' Well Sold Engagement of "The Invaders" at the Earle Theatre, Washington, D. C, was preceded by a bang-up campaign directed by Frank La Falce, with the assistance of Bill Ewing and Rick La Falce. Exploitation. Four thousand bookmarks were distributed to the public library and its 12 branches. A special display of stills was posted in the library. Exchange tabloid heralds were distributed house to house. The picture was screened for members of the American Legion, Home Guard, Veterans, etc. A special window display was arranged for the local office of the Canadian Pacific Railway. A screening was held for Mrs. Linzel and other members of the Motion Picture Council and a representative group of teachers from the D. C. schools. The picture was also tied in with a number of window displays on blackout materials and what to do in an air raid. Publicity. Washington drama editors and radio commentators were guests at a special screening. A picture layout of leading characters was sent to the drama editor of the Daily News. A full-page layout appeared in the Washington magazine. This Week. To the drama editor of the Star went a special story on Glynis Johns. To the Post and News fashion editors went stills of Miss Johns in war fashions. A special benefit showing for the Washington Newspaper Guild was held at the National Press Club. Present : Mrs. Eleanor Roosevelt, members of the Canadian delegation. Sir Gerald Campbell, others. Art stills drawn for the production were planted with the local drama editors, who also received press-book stories. Action scene mats were sent to Belvoir Castle and other service papers. The picture was screened for members of Civilian Defense, newspaper publishers, columnists, editorial writers and chief air-raid wardens. To all newspapers went a copy of the "Free German" speech as delivered by Anton Walbrook in the picture. A tieup was made with the Board of Education for a contest on the best poster on how to fight the invaders submitted by school children. Picture editors of newspapers, and defense officials, acted as judges. Radio. A contest was conducted over WJSV on famous invaders of history. Contest ran four days. Listeners guessing identity of invader described received guest tickets. Numerous spot announcements were promoted. Lobby and Front. Special plaques stressing the importance of the picture were hung from the balcony railing between columns in rear of foyer. Over exit doors cutout letters of the cast and title were suspended. Photographic enlargements of the stars were displayed, and a special 40x60 showing newspaper headlines about U-boat sinking activities in the Atlantic received a prominent place in the lobby. One of the 50 windows promoted by Leon Scott of Schine's Margie Grand Theatre, Harlan, Ky., on the 20th Century-Fox film, "To the Shores of Tripoli." Contributed by a local florist, it "was a beautiful display," according to Scott.