Showmen's Trade Review (Apr-Jun 1942)

April 11, 1942 SHOWMEN'S TRADE REVIEW Page 21 Merchandising the Movies Can Radio Reach Non-Theatregoers Second of a series of discussions by a merchandising specialist concerning the problem of winning new patrons for movies. By W. E. Mack Money for the purchase of materials of promotion is more freely available in the motion picture industry than in any other field of merchandising. The best in art, the most competent in copy writers, and the liberal use of advertising space, always seem to be prevalent in the promotion of pictures. The phrase, "seem to be." expresses the opinion of most observers outside the industry. The most efficient buyers of media and space are the men in charge of the advertising divisions of motion picture distributors. But, all too often, those endeavoring to sell advertising to the industry do not have sufficient knowledge of its needs to offer a comprehensive plan. Peddling white space or radio time is one thing ; proving the value of white space or time on the air to a motion picture advertising man is something else again. Exhibitors over the country are using air time for spot announcements, telling of program titles, starting time and theatre locations. That this practice has continued for a considerable period might indicate that a more amplified use of radio should be offered the advertising men of the major companies. There is a wide difference between selling radio time to the makers of Ivory Soap or Camel Cigarettes, and selling time to motion picture advertising men. A cake of soap, or a package of cigarettes, sold over the air, is not a job of spot selling. A motion picture is just that. A cake of soap or a package of cigarettes can be had in almost every retail outlet. A specific motion picture is for sale in but one place, and then for but a few hours for a few days. The price of the soap or cigarettes is standard, the price of a picture is not. The job of motion picture promotion is to get as many people as possible into one edifice in a city, in as short period of time to see a specific picture. Can radio help do a very important job for the motion picture industry; i.e. : Get men and women over 40 to visit the movies more often? Possibly it can, but the answer awaits one of two developments : either the motion picture advertisers will show radio stations how to play a larger part in the motion picture promotion program, or the radio men will present to the motion picture advertisers a plan and method whereby the industry can profitably use time on the air. 'Kane' Awards Made Basis of Dow's Santa Barbara Campaign A direct mail campaign based on various "Citizen Kane" awards highlighted the campaign arranged by Manager David E. Dow of the State Theatre, Santa Barbara, with the cooperation of RKO Radio field representative Charles Huy, when that attraction played his theatre. The campaign was directed at all members of the social register with the letters playing-up "Kane" as the "Best Picture of 1941" and also mentioning its other awards. Radio tieups included 30 spot announcements in advance of the opening over Mutual and NBC (blue) stations. Telegrams were sent to all social and service clubs, reaching the aforementioned clubs as they met, and directing holders to present them at the theatre boxoffice in exchange for tickets to the opening. Dow also went all-out in a newspaper campaign which included a full page ad in the Santa Barbara Advertiser and a S4-inch color ad in the Neu's-Press a day in advance of the opening. To round out his campaign, Dow spotted five 24-sheet posters in prominent locations. Saso Puts Over Service Comedy In Timely, Showmanly Manner If residents of San Jose, Calif., had the idea that "Keep 'Em Flying" was "just another service picture," that idea was soon dispelled through the showmanly campaign staged by Manager Andrew Saso of the California Theatre. Realizing that the title contained unusually smart merchandising opportunities, Saso set out to make this run a notable one. To accomplish this, he inaugurated a city-wide Keep 'Em Flying Week. From San Jose's president of the city council he procured a proclamation dedicating the week to the picture. Photos and news stories announcing the special observance appeared in the newspapers. The U. S. Army Air Corps cooperated with the council in issuing the proclamation. That Keep 'Em Flying Week would be devoted to accelerating efforts in securing enlistments in the Air Corps was announced by Flying Sgt. William S. Dobbs. A display of army flying equipment was on view in the California lobby. For the benefit of potential recruits, there was an ample supply of literature on the subject. These Showmen Won MGM Honor Roll Buttons Typical American Girl or Boy' Contest Timely and Patriotic Alanager Ken Butterfield of the Meyers Theatre, Janesville, Wis., put on a timely "Typical American Girl or Boy Contest" which attracted hundreds of entries. Cooperating to make the five-week contest a success, a local photographer shared all advertising expenses and also supplied photos of the contestants for a lobby display. Slides of the contestants were also flashed on the screen. Over $200 in prizes was promoted from local merchants. The Winnah: Sam Gilman, Loew's Regent Theatre, Harrisburg, Pa. For: His promotion of "Kathleen." Campaign Highlights: Shirley Temple donated a $25 Defense Bond to the first baby girl born in Harrisburg during the engagement of "Kathleen." Five thousand heralds were distributed in schools in advance of playdate, with copy reading: "Hey, Kidsl Your pal Shirley is back!'' Accompanied by a motorcycle escort, 40 girls of Shirley's age formed a bicycle parade through the downtown section, each vehicle carrying a banner. The Winnah: George Peters, Loew's Colonial. Reading, Pa., for the fourth time. For: His promotion of "Kathleen." Campaign Highlights: Peters held an advance screening for members of the local Motion Picture Forum and representatives of women's organizations. All those present pledged themselves to telephone five persons and endorse the picture. A giant signature book was placed in the lobby a week before the opening, with a sign asking for signatures to welcome Shirley back to Reading. Cooperation of a large local department store was obtained for a treasure hunt contest. This consisted of placing stills from previous Shirley Temple pictures in various parts of the store, with prizes to customers correctly identifying the productions. A candid camera contest, with cash prizes for best off-the-screen pictures, was conducted among local candid camera addicts. Prizes were awarded by a local camera supply store.