Showmen's Trade Review (Jul-Sep 1944)

July 1, 1944 SHOWMEN'S TRADE REVIEW 9 Jack Jackson, publicity director for Interstate Theatres in Houston, used this advance lobby display on Republic's "Man From Frisco" at the Majestic Theatre. Campaign included newspaper advertising, radio spot announcements and billboard posting, as well as promotion with shipyards, war plants. Shipyard Tiein Aids TrisGO^ in Houston Cooperation of the U. S. Maritime Commission and the Todd-Houston Shipyard highlighted the pubHcity campaign in connection with the Southwestern premiere of "Man From Frisco" at the Majestic Theatre in Houston, Texas. Through the cooperation of Arthur Stout, president of the Todd-Houston Sihipyards, a labor-management committee saw a special screening of the film, together with members of the Propeller Club, an organization interested in the shipbuilding industry. Todd recruiting advertisements on the want-ad pages called attention to the Majestic run. Plugs for "Man From Frisco" were used over loudspeakers in the Todd yards twice daily ; the Labor Management Committee issued a bulletin to employes at the yards endorsing the picture ; notices were posted on 50 bulletin boards throughout the yard ; and stories and art appeared in the houseorgan, The Yardarm. At least four other companies associated with the shipbuilding industry advised their employes of theatre and playdate through payroll envelope notices or time-clock cards, as well as bulletin board announcements. The J. C. Penney Company used a window display of actual welding helmets and stills from the picture, with Maritime Commission posters in the background. The U. S. Maritime Commission Recruiting office also used a display of stills on its bulletin board. Over 400 groceries displayed cards on the picture, through a tie-in with Standard Brands. Jack Jackson, publicity director of Interstate Houston Theatres, handled the campaign, which included additional newspaper advertising, radio spot announcements. Steve Edwards, Republic's director of publicity, spent a week in Houston in connection with the promotion. Witte's Deerslayer' Stunts From a local toy shop, Manager Fred Witte of Schine's Empire Theatre, Syracuse, N. Y., promoted a couple of Indian outfits, complete with tomahawk, etc., for use in ballyhooing "The Deerslayer." A display of Boy Scout woodcraft in the lobby attracted attention. Skill in Adapting Ideas to Suit Local Situation Puts More Power in Showselling In response to suggestions recently received from several theatremen, we are illustrating two current examples of how the experienced theatre advertising and exploitation man adapts to his particular situation specific ideas which have been developed by or rnerely reported by STR in this "Selling the Picture" department. The suggestion that some emphasis be given to this phase of theatre exploitation at this time is based, so say our correspondents, on their observation that many of the newer managers and exploitation men seem to work harder than necessary in bringing up selling angles for a particular campaign largely , because they have not developed the knack of adapting to their particular situation those ideas and angles which have been passed on to them from other showmen. One of the two examples being illustrated is the practical way in which Seymour Morris, Schine Circuit publicity department, Gloversville, N. Y., made use of original suggestions advanced for the selling of "The Eve of St. Mark" in an STR Showmanalysis published in the issue of June 3. The Showmanalysis suggestions are discussed in the manual prepared by Morris and circulated to Schine circuit managers. Following is an excerpt from the manual : "Since the selling angles which were given in the Showmen's Trade Review, June 3rd publication, coincided with cur selling ideas, we would like to refer you to that trade paper. We think that the window tie-ups. 48 Hour Pass, the endorsement ad, the limerick con G. HOPE YOU SEE '•The Eve of St. Mark" The Intimate Love Story of G. I. Joe The original teaser ad layout idea as it appeared in the STR Showmanalysis, June 3rd. I, Jane ff--l s^om fcer G. I. Jr' , ,-;cur =963 nt.'.'iTi^ to tct ■",a'i'h i.-, ir-ii; c^ur.tge htlped t Keui face life. How much the people h-re Ir, Ourtown will enjoy eeelng. . ,llTlat<. . ,reme=berlnE. . .trJ tender. astonlprAngly franlf, ♦?£notlor.al lov. story. Gl Gl ■cn, thrilled ard nov VICTOF.-i: ?;-icatrc (Cat?). Gl Gl Composite page of Endorsement Ad copy and Teaser proofs with home office instructions on the local placement in every situation on the Schine Theatres Circuit. From an official Publicity Department bulletin. test are all good suggestions. We have adopted the small teaser ads as a regular part of this campaign and have made up mats accordingly. You will run these 1-inch teaser ads scattered throughout the paper on any page, with the exception of the theatre page. On the theatre page you will run the endorsement ad on the same day that the teasers run on the other pages. This endorsement ad should run about 2-col. x 5 or 6 and a mimeographed copy (just as it appeared in STR) is attached to this bulletin. Use this copy and place your name on the bottom." In order to illustrate how the "roughs" of suggested advertisements are adapted to particular situations, we are reproducing the original STR layouts and copy ideas and the treatment used by Mr. Morris in applying them to newspaper selling for "The Eve of St. Mark" at the Schine theatres. The other example of adaptation of Showmanalysis material is offered in the accompanying reproduction of press book advertisements prepared by Paramount for "The Hitler Gang." In this instance the Showmanalysis was published before the press book had been prepared. The Paramount press book department adapted the STR suggestions to the press book campaign material, as will be noted by the reproductions of the rough layout and copy idea as included in the STR Showmanalysis and the Paramount press book advertisement. Iheseareihe 'HEELS' the Nazis HEIL' * ONLV fclr own wonls. t(,r,, s.cr,t *.le5 could rc>«4l the aepiiiE *OnIY official TKt^-h. *0tlLY1 -...I" tlie screen of m VrCIORV THEATRE CwjW briiwlfofrvid llfetS? Sbn^nf.iWlcvl finite Storj THESE SRE THE "HEELS' THE SilZIS HEIL! Above left — Original ad layout as it appeared in the STR Showmanalysis on this picture, April 29 issue. Right . . . same copy adapted to showmanlike finished art layout for the Paramount Press Bcok ad campaign and now available to theatres in mat form. Above left — Original copy slant with suggested localized heading as it first appeared in STR Showmanalysis. Right— The same copy given art treatment without losing adaptability for localization as it appeared in press book mat.