Showmen's Trade Review (Oct-Dec 1944)

16 SHOWMEN'S TRADE REVIEW November 25, 1944 Touching Scene as Couples Reunite at Together Again Party Worthy of repetition with variations wherever circumstances permit in connection with local showings of "Together Again," a surprise Together Again Party given recently by film star Irene Dunne on the 11th floor of Columbia's New York home offices brought together five wounded young war veterans and wives whom they hadn't seen for periods of from over a year to seven months, and a soldier and his fiance to whom he had been engaged for five years. The men, from Halloran General, U. S. Marine and St. Albans Naval hospitals, had been told simply that they were to see the preview of "Together Again." Their wives had, naturally, been told of the reason for their being called to New York, and had spent most of their time in their joint apartment at the Belmont Plaza prettifying themselves for the reunion. Each was smart in her own way, and each wore a big corsage, the gift of her hostess. The girls gathered in Columbia's projection room, lining up in the fi'ont row seats. Then the boys, brought from their respective hospitals by limousine, filed in and took their seats immediately behind the girls. Careful planning seated each, boy behind his wife. At a given moment, the girls turned around to face their men. For a few moments there was a significant and touching silence. The young couples, devoid of all self-consciousness, were absorbed in themselves and each other as photographers and reporters recorded the scene. Sometimes embraces had to be repeated, but this was no chore to anyone, and if some of the girls were flushed and tearful, that just added to the human interest of the pictures. Three of the boys were on crutches, but they didn't seem to tire. Following the screening of "Together Again," the reunited couples were guests of Miss Dunne at the Stork Club. Reunited with their wives were Pfc. Charles Liebernow, Stevenstown, N. Y. ; Baker 1/C Frederick M. Ott, Pittsburgh ; Cpl. Raymond Wurzer, Buffalo ; Pfc. Robert Snell, Rochester, N. Y. ; Carl Melconian, machinist's mate, Boston. The engaged couple were Cpl. Earl J. Prentice and Betty Thomson of Buffalo, who plan to marry "very soon now." (For story on millinery ticup, sec page 19.) Eddie Selette Has 'Em Biting Nails Over Startling Handbill The handbills dropped carelessly about were small, but the letters were big and in a glaring red. This was the message: "WARNING! Pittsburgh Alarmed!" If the person who saw these startling words was interested enough to pick it up — and who wouldn't be — he discovered that a disease known as blue-itis had broken out and that the only cure was a visit to Warner Bros. Strand Theatre. From there the handbill went on to prescribe treatment in the form of double features seen from comfortable seats. Office hours and fees were also mentioned. House publicity. This example of an old and faithful exploitation friend was created by Eddie Selette, who is now managing the Strand, and who has a long record of promotion successes. Capt. Jrnathan Wainwright (left), son of Gen. Wainwright of Bataan fame, and Lt. Russell Wirtz were among the Army and Navy officers attending the war bond world preiTiiere of MGM's "Thirty Seconds Over Tokyo" at Capitol Theatre, November 15. 'Tokyo^ Premiere Is Bond Rallies Climax Climaxing five days of bond rallies in Times Square for the Sixth War Loan, world premiere of MGM'S "Thirty Seconds Over Tokyo" was held the night of November IS after $880,000 in "E" bonds had been sold for the event. Through the efforts of MGM and Loew publicity and advertising men, a grand stand was erected at 46th and Broadway where bond rallies were staged beneath an enormous Gruen clock which registered bonds sold every thirty seconds. Participating were the New York State Guard, 69th Regiment ; Waves choral group, St. James Cadet band, Merchant Marine band and hotel orchestras. Talent from the Capitol, hotels and WHN provided the entertainment. WHN's Joe Martin was master of ceremonies. l-'rominent among the high-ranking Army and Navy officers in the premiere audience were Lt. Col. Everett Holstrom and Maj. Lucien Youngblood, who accompanied Lt. Col. (now Lt. Gen.) James H. Doolittle on the Tokyo raid. Mrs. Doolittle was also present, as were twenty wounded veterans from Halloran Hospital, guests of Clark Lee, INS correspondent now on the European front. Simultaneous with the Capitol event was the Chungking premiere, which Generalissimo Chiang Kai-Shek, Maj. Gen. Claire L. Chennault and other Allied military leaders were scheduled to attend. Novel Subway Teaser Ads Warner Bros, created considerable interest in New York City by posting advertising sign boards in subway stations with copy reading ; "This space reserved for Humphrey Bogart." Stunt publicized the premiere of "To Have and Have Not." Later the signs were replaced by regular litliographs. New York Campaign On ^BraziK Pattern For Future Playdates A widespread promotional campaign based on superior merchandising sparked the New York opening of Republic's Inter-American musical, "Brazil," at the Republic Theatre, New York, Nov. 18th. Apparently no stone was left unturned from the exploiteer's angle to inspire public interest wherever individual or group-attention could be focused. The pattern projected for the New York premiere could well serve any key city booking of "Brazil." Through the courtesy of the Brazilian Government Trade Bureau, a display of Brazilian products is now being shown in the lobby of the Republic, including minerals, tobacco, oils, precious stones, etc., flanked by the American and Brazilian flags. Literature about the film was distributed at the exhibit of the Pan American Women's Association at the Women's International Exhibit at Madison Square Garden, Nov. 14th through 19th. Miss Frances Grant, president of the association, also displayed a 40 x 60 blow-up of a scene from "Brazil" with credit to the production and Republic. Notice of the opening was sent to a long list of members of the American Brazilian Association, and other kindred societies were induced to call the attention of their membership to the booking. A dance angle embracing 300 studios was evolved in the New York metropolitan area with the Dance Educators of America and the New York Society of Teachers by displaying a poster illustrating sequences from the Veloz and Yolanda samba. The Brazil, on their bulletin boards. Several stores, including G. Schirmer, Gimbel's and the Costellanos Molinas Music Shop used displays of 11 x 14 photos, together with title pages and recordings of the Ary Barroso songs. From the radio standpoint the Judith Allen programs for Republic, heard over WMCA Monday, Wednesday and Friday proved an additional highlight for the "Brazil" opening. A pair of tickets to the theatre was offered to the first ten persons sending in correct answers to various questions about the film, the first query being "What's the name of the King of Cowbovs who makes a guest appearance in •Brazil'?" Additional attention-getter was an elaborate overhead sign and special front constructed for the engagement at the Republic. The advance and post-premiere advertising campaign included a full showing of 24-sheets ; three-sheets in subways and elevated stations, as well as the ferry terminals of the West Shore, Erie, Lackawanna, Jersey Central and Staten Island lines ; radio spot announcements and a five-minute air show advertised on the radio pages of all newspapers ; and extensive advertising in every New York newspaper. Good Music Store Tieup Manager Ray Nelson of Schine's Seneca, Salamanca, N. Y., secured a very effective cooperative ad from his local music store advertising the records available from "Going My Way." Ad appeared during run of the picture