Showmen's Trade Review (Jan-Mar 1945)

February 24, 1945 SHOWMEN'S TRADE REVIEW 13 Extra Campaign For Tlacid^ in Denver Accented newspaper and radio coverage, aided by music store tie-in promotion and an elaborate front and lobby display were features of the extensive campaign essayed by Manager Ralph J. Batschelet of the Paramount Theatre, Denver, for his showing of Republic's "Lake Placid Serenade." Large cut-outs of the star, Vera Hruba Ralston, with specially constructed backgrounds decorated with pine boughs to create the Lake Placid atmosphere were the basis of most of the window displays in music stores, sports shops, etc. Special civic permission was obtained for announcements over public address systems at Evergreen in the mountains and at city park lakes. Large display space was used on amusements advertising pages and forty spot announcements were utilized on one radio station with another type of campaign conducted over the city's two other stations. Ballroom Contest Sells 'Rainbow' in Denver A "Sarong-Boogie Contest" at the Rainbow Ballroom, Denver, was one of the stunts featured by Margaret Goyette, publicity director of the Denham Theatre, for the showing there of Paramount's "Rainbow Island." Publicity stated that the contest was inspired by the picture. Winners were crowned "king and queen," and were awarded personal gifts and congratulations from the stars of the picture, the girl receiving Miss Lamour's autographed sarong, and the "king," an Army sergeant, receiving the "Great God Momo" shell necklace worn by Eddie Bracken in the picture, along with personal notes of congratulation. Other final contestants were given guest tickets to the theatre. A "Boogie Woogie Man" dance tieup was also set by Miss Goyette and Bob Blair of Alec Moss' Paramount exploitation staff with the Arthur Murray dancers at the Brown Palace Hotel, station KLZ and schools. Largest WB Field Force to Handle 'Hotel Berlin' Ballyhoo Biggest field staff utilized by Warner Bros, on a motion picture in recent years will be assigned on "Hotel Berlin," with a total of 30 exploiteers being sent out to ballyhoo the timely special. In addition to the regular field force under Mort Blumenstock, head of advertising and publicity in the East, several men from the home office and studio will be sent to hypo premieres in leading cities. To Do Cooper Film Ad Symbols Artist Norman Rockwell has been engaged by William Goetz, president of International Pictures, to paint the advertising symbol figures for Gary Cooper's initial production for International, "Along Came Jones." Arrangements for Rockwell's services were made through Buchanan and Co., which handles International's advertising account. Bond Rally, Parade Highnght Premiere of 'Co-Pilot' in Macon World premiere of Warners' "God Is My CoPilot," based on the best-selling book by Col. Robert Lee Scott, was held in the author's home town, Macon, Ga., Wednesday night, with Col. Scott, his wife and daughter taking part in premiere activities. Ceremonies surrounding the occasion featured a huge war bond rally spotlighted by visiting Hollywood stars, a colorful "gasless parade" and a glittering Junior League Ball in the city's civic auditorium. Plans for the eventful premiere had been set up more than two months in advance and, as the events became activated, were the subject of daily newspaper releases from Warner Bros, and Lucas & Jenkins headquarters in Macon. As news of the picture's progress came from Hollywood a delegation of Macon business men journeyed to New York to ask Harry M. Warner, president of Warner Bros., to stage a world premiere of the picture, with all of its attendant colorful trappings, to honor Col. Robert Lee Scott, a native of Macon, who wrote the bestseller on which the picture has been based. Following conferences with Mort Blumenstock head of advertising and publicity in the East, a date was set and plans entailed sending Warners' top publicity and exploitation men South to handle the myriad details involved in an undertaking of this magnitude. A dozen committees, with Phil Buchheit, general manager of the Macon Nnvs and Telegraph as general chairman, and including Mayor Charles Bowden, Lamar Swift, city manager for Lucas & Jenkins Theatres, and other civic leaders, started the extensive publicity campaign, the novel aspects of which have been the subject of newspaper stories across the country. _ One of the first details was setting the admission price for the premiere at $10 per person, with all proceeds going to Army Air Forces Aid Society. Seats for the premiere performance were sold out for days in advance and the unfilled demand was big enough to fill several other theatres. The special War Bond Drive, set up in response to offers of Macon citizens to do every ATTRACTIVE WINDOW DISPLAY consisting of scene stills, window cards, one-sheet and copies of the Richard Llewellyn novel was arranged for the showing of RKO Radio's "None But the Lonely Heart" in New York through a tieup with The Macmillan Co., publishers of the book. Exhibitors can set up similar displays for local engagements. thing possible to aid the premiere and the war effort and to honor Col. Scott, resulted in a high total of sales. Reports on this aspect of the campaign will be compiled when final sales have been made to persons who pledged purchases at Lamar Park, opposite the Grand Theatre, which was renamed Scott Park for the day and which was the scene of a big War Bond pitch at which the sales were made just before the premiere. A proclamation by Governor Ellis Arnall of Georgia naming February 21 as "Robert Lee Scott — God Is My Co-Pilot" day throughout Georgia was followed closely by an announcement by Macon's Retail Merchants' Bureau of a city-wide window display contest in which War Bond prizes would be awarded to designers of the best windows tied in with the "God Is My Co-Pilot" premiere. All stores and shops in the city participated. Dennis Morgan, who plays Col. Scott in the film, Alan Hale and Janet Paige, instead of the usual dozen or more stars and entourage, were brought to Macon by invitation of the Army Air Forces Aid Society to provide additional glamor to spark public interest. The stars entertained at nearby Army camps and at Warner Robins Field dedicated a new radio station, orientation center and lounge for returning flyers from the battle areas. The now famous "gasless parade" from the railroad station to city hall took place the day before opening and continued on opening day. The day before opening the keys of the city were presented to the visiting stars when the parade reached city hall, following its passage through streets decorated with flags of all nations. Among units in the parade were 80 horsedrawn vehicles, beautiful floats, an Army band from Camp Wheeler, 100 members of the Women's Army Corps, a detachment of Red Cross girls, a provisional battalion of the Georgia State Guard, Girl Scouts, a fleet of Chinese rickshaws. Boy Scouts with gigantic Flying Tiger dragons symbolic of the Chinese theatre of war, where Colonel Scott won his fame, a delegation of Chinese Boy Scouts and elders from Augusta, the Lanier High School Band, Georgia Military College Band and other colorful features. A detachment of lady Military Police also was assigned from Camp Wheeler as part of the parade's official police force. Coast-to-coast, regional and local coverage by radio highlighted the campaign. After the pre(Contimied on Page 16) Rockwell, Kent Prepare Material For Exploitation of The Robe' Artists Norman Rockwell and Rockwell Kent, top figures in the art world, have been commissioned and are now at work on special exploitation material for "The Robe." Rockwell will do a series of four scenes from the best-seller which will appear in advertisements during the Summer and later go into lobby displays and special exploitation material. Kent is at work on a special limited edition of the book to be illustrated by him, and plates are being made available to Frank Ross, who is producing the film in Technicolor, for use in advertising and exploitation.