Showmen's Trade Review (Oct-Dec 1943)

26 SHOWMEN'S TRADE REVIEW November 6, 1943 421,945 Masazine Readers Reached By 'U' Shorts Publicity Publicity in eighteen national magazines and trade journals having a combined circulation of 421,945 has been obtained by Universal on five of its current short subjects during the past five months, it was revealed this week. This coverage, it was believed, sets a record for consistent month-to-month publicity on short subjects, especially since it involves specialized trade papers reaching people who might not otherwise be informed on short reels about industries or hobbies in which they have a keen interest. The coverage began last August when Cackle and Crow and American Egg and Poultry Review carried items about "Any Chickens Today," a Variety View. Following month the latter journal publicized the short again, while Poultry Supply Dealer, another poultry industry publication, gave space in its September issue. "Cactus Artist" was pi^blicized in the September issues of Searchlight, New York Central Railroad house organ, and Fire Engineering, came in for additional publicity in the October issue of the same magazine as well as the October number of Volunteer Fireman and the November issue of Railroad Magazine. Barbers' Journal for October featured art and text on "Who's Next," a Variety View. Subject gleaning the most coverage was "Wizard of Autos," Person-Oddity featuring A Ivan Macauley, President of the Automotive Council for War and Chairman of the Board of the Packard Motor Co. No less than seven trade and national masazines — Automotive Me7i's, Bakers Weekly. Western Baker. Bakers Helper, Southzvest Hardimre and Implement Journal, Plobbics and Home Craftsmen — have called the attention of their readers to this subject. Liberal Coverage for 'Dogs' In the current issue of Dog News and in the December issues of Dog World and Tozvn & Country the Variety View, "1-A Dogs," is given liberal coverage. Publications and their circulation follow : Cackle and Croiv. 18,000 ; American Egg and Poultry Review, 3,640; Poultry Supplv Dealer, 17,083; Railroad Magazine, 70,000; Searchlight, 36,000 ; Fire Engineering, 9,258 ; Volunteer Fireman, 20,021 ; Barbers' Journal, 24,000 ; Automotive Neivs, 13,563; Bakers Weekly, 13,208; Western Baker, 2,750; Bakers Helper, 10,463 ; Southwest Hardware and Implement Journal, 6,360 ; Dog Nezvs, 16,481 ; Dog World, 23,976 ; Tozvn & Country, 29,615 ; Hobbies, 38,201 ; Home Craftsman, 56,428. It was pointed out that exhibitors could utilize this magazine publicity to their own advantage, promoting window tieups, bulletins, bellybands around the tie-in publications and special announcement cards posted at newsstands as just a few of the methods of calling attention to the subjects being publicized. Campaign Folio Convenient File For March of Time Ad Material A campaign folio designed to the hold the press book and free promotional material on March of Time short subjects, released through 20th Century-Fox, have been sent to theatre accounts throughout the nation, according to Phil A. Williams, MOT's advertising director. Folio serves as a convenient file for national exploitation tieups, free ad mats, monthly reminder postcards, a complete accessory package, captioned stills, newspaper scene mats, and news features. Special Tie-Up One-Sheets Fifty thousand one-sheets in three colors are being distributed by the Libby-Owens-Ford Co., of Toledo, 0., to exhibitcrs gratis in a national tieup on the first of Paramount's Popular Science one-reel subjects for 1943-1944. Samartano Exploits 'Airways to Peace' An effective campaign on March of Time's "Airways to Peace" was put on by Manager J. G. Samartano of the Loew-Poli Palace Theatre, Meriden, Conn. In the Meriden Record Manager Samartano promoted a front-page story on Capt. Earl W. Fleet, who appears in the film ; arranged an advance screening for publicity purposes, with IS invited guests which included Capt. Fleet's famiily. Major Lochart and officers of the Meriden Civil Air Patrol, plus the editors of both local papers. Two hundred postal cards with a message and scenes from the subjects were sent to a selected list of local people. Ten days in advance two one-sheets calling attention to "Airways to Peace" were strategically posted in the lobby. In the foyer was a large map showing post-war airline routes. A special sign and banners were suspended from the marquee. Samartano promoted a cooperative ad from a local clothier who is a very close friend of Capt. Fleet. Ad copy congratulated the Army Transport Service for its efforts to help win the war. Special mention of the March of Time subject was made in all readers, in ads, on bus cards and on all other displays. A two-column mat depicting the Army Air Transport in action was planted in both dailies. Rennahan Photographing Short Ray Rennahan, who photographed "For Whom the Bell Tolls," is now directing the camera work on "Lucky Cowboy," a new Paramount Technicolor Musical Parade short. Subject co-stars Eddie Dew and Julie Gibson, and is being directed by Josef Berne. MGM Producing 'Smart Guy' Taking its cue from the current problems of juvenile delinquency, MGM is producing "Smart Guy," a Crime Does Not Pay subject, to be directed by Walter Hart, former Theatre Guild director. Stress Showmanship In Paramount*s New Short Reel Releases {Continued from Page 25) intensive promotion campaign, which includes 50,000 special one-sheet posters, free to exhibitors, local dealer cooperation with special tieup ads and window displays. The Grantland Rice Sportli^ht, "Mermaids on Parade," produced by Jack Eaton, released October 22nd, starts off the new Sportlights series backed by a national recruiting drive by the Navy Department for Waves and Lady Marines. All Navy field representatives and public relations branches throughout the country have been instructed to cooperate on showings of the film. Four shorts are scheduled for November release. They are the first of the Technicolor Popeye cartoons, titled "Her Honor the Mare," released late in month ; Unusual Occupations No. 1, released November 12th; Grantland Rice Sportlight, "Ozark Sportsmen," released November 19th; and the first of the new Technicolor Noveltoon series, "No Mutton for Nuttin'," released November 26th. "Ozark Sportsmen," which was made in White River, Missouri, with the cooperation of the famous Jim Owen, noted fisherman and theatre operator of that section, and member of STR's Program Exchange, will be launched with a special premiere. It is hoped that the accruing national publicity will give this reel extra box-office impetus. Seven subjects are scheduled for release during December. They are : Puppetoon, "Goodnight Rusty," December 3rd ; Popular Science No. 2, December 10th; "Speaking of Animals South of the Border," December 17th; "Caribbean Romance," December 17th; "Eggs Don't Bounce," first in the Little Lulu Technicolor cartoon series, December 24th ; Sportlight, "G.I. Fun," December 24th ; and the second Popeye in Technicolor, "Marry-Go-Round." "Eggs Don't Bounce." is the first release based on the Saturday Evening Post character, Little Lulu, created by Marge. Advent of the popular Post feature on the screen has already aroused advance interest, and Paramount has capitalized on this with a consistent publicity buildup which will be intensified as the release date nears. Two songs in the film. Little Lulu and Now You Done It. have been published by Famous Music Co., and will receive promotion via radio and other music channels. Several big national tieups are timed to break with the release of the subject. A special issue of Paramount News scheduled for release near the close of the year will be announced later. Pal Honored for His Efforts In Behalf of the Dutch Cause (Picture on Page 36) George Pal, producer of Paramount's "Madcap Models" Puppetoons, has been honored by the government of Holland for his efforts in behalf of the Dutch cause. Before an audience of civic, social and business leaders, notables of the United States and members of the Los Angeles Dutch Consulate, Pal was last week presented with a parchment scroll by Dr. Adrian Hartog, Consul for the Netherlands, testifying to Pal's contributions to the Dutch war effort. Presentation was made at the Los Angeles Area War Chest Headquarters. Pal, who lived in Holland for five years before coming to the United States, produced the film "Tulips Shall Grow," which has been accepted by the Dutch as the movie which best typified the spirit of the people of Holland.