Showmen's Trade Review (Oct-Dec 1944)

November 25, 1944 SHOWMEN'S TRADE REVIEW 19 4 Milli TieuD Set Here is a section of the attention-getting front used by Harry Goldstein of Brandt office and Manager Nathan Cutler for the engagement of "Storm Over Lisbon," Republic drama, at Republic Theatre, N. Y. Radio Contest to Top 'Romance' Campaign A publicity meeting was held at Loew's Rochester Theatre, Rochester, N. Y., a few days ago, attended by Manager Lester Pollock, Assistant Manager Louis Wilson and Advertising Manager David Ross, at which plans for advertising and exploiting MGM's "An American Romance" were set up. Here are a few of the activities decided upon by those present: In addition to the regular two-week trailer, 3S-word to five-minute spot announcements on all three local stations have been purchased by MGM. A three-day contest has been arranged with WSAY whereby free tickets will be given to the first 100 persons writing letters on "Why I Am Proud To Be An American." Arrangements were made with the American Railway Express to snipe the "American Romance" posters on their trucks with "Now Playing Loew's." A special lobby display will call attention to the engagement. In cooperation with the Edwards Department Store a coiffure ad is scheduled to run currently with the picture. Forman's will cooperate with a window display showing tintypes of "The Good Old Days." Schools will be contacted and placards placed on bulletin boards directing attention to the picture. Efforts will be made to have pupils write essays on "What America Means to Me." Ten thousand 5x7 heralds have been made for distribution to schools, factories and other places three days prior to opening. 'Smiling Voice' Contest Opens 'Irish Eyes' Midwest Premiere A contest for the selection of an Irish girl singer with the best smiling voice launched the midwest premiere of 20th Century-Fox's "Irish Eyes Are Smiling" at the Uptown, Esquire and Fairway theatres, Kansas City. Facilities of Station WHB were obtained for four 15-minute programs with spot announcements to select the effective "smiling voices." Five finalists appeared on the stage of the Uptown opening night. The winner was given a week's engagement during the showing of the picture. In addition to this exploitation event, promotion was rounded out with tieups with all music dealers in connection with Dick Haymes records. Local juke boxes were supplied with 500 cards. A department store-beauty salon tieup featured June Haver, star of the picture. Elmer Rhoden, general manager of the three Kansas City theatres, made all arrangements for the vocal contest and tieups. inery iieup On ^Together Again' An impressive promotion campaign has been arranged by Columbia's home office exploitation department in conjunction with the Millinery Fashion Bureau, on "Together Again," the company's Irene Dunne-Charles Boyer starrer. More than 50 women's hat manufacturers have copied or adapted the hat designed by John Frederics to be worn by Miss Dunne in the film, and the gay headgear will be displayed by over 2500 leading millinery shops from coastto-coast. The picture will be mentioned prominently in all displays, and all shops selling the headpiece are committed to newspaper advertising, full window display and counter advertising. In addition, many of the manufacturers are putting out smart headgear of their own designing to be called "Together Again" hats. This group will be sold on a nation-wide scale. Retail stores will arrange fashion shows, featuring the hats and giving full credit to the production. Tieups have already been set in many of the cities where "Together Again" is currently being pre-released. Morris Rosenthal and Lou Brown in New Haven have arranged one with Shartenberg's Department Store in connection with the showing at Loew's Poli ; George S. Otte of the Court, Wheeling, West Va., is working with the Steifel Department Store ; Arthur Mayer of the Palace in Cleveland, Ohio, has set hat tieups with The May Company, The Taylor Store and The Higbee Store ; Matt Saunders of Loew's Poli in Bridgeport, Conn., with the Marcelle Department Store, Howland's Store, and the Outlet Millinery Shop ; Russell Bovim of Loew's Midland, Kansas City, Mo., with J. A. Taylor Co. ; and Ted Rauston of the Hippodrome, Baltimore, with The May Company and Hetzler's Store. In Boston, Joe Longo, of Loew's State and Orpheum theatres, has set a campaign with Filene's, Wetherin's and R. H. White Company. Hats worn by models on the State stage will be judged by servicemen, with the Irene, Dunne "Together Again" hat chosen as the one the servicemen would best like to see his sweetheart wearing when they are "together again." {A Together Again Party, ivith Miss Dunne as host, zc'oj held recently in Columbia's Neiv York home office projection room. Details of affair, ivhich reunited ivounded young war veterans 7vith iii'i7'es, on page 16.) Finalists in the Downtown Shopping News' content to find Chicago's typical teenager pose in a "j" here which stands for Warners' "Janie." Topping the letter are the judges: DSN's Charles Schouff; Lou Breese, Chicago Theatre orchestra leader; J. J. Katz, Roosevelt Theatre manager. Lassies were nominated by high schools. Hundreds of juke box tieups were effected in Seattle in connection with the showing of 20th Century-Fox's "Greenwich Village" in that city. Here are sailors on leave getting ready to make their selections. Photographic Display Draws Camera Fans Photography was used to excellent advantage by Manager Dick Mears of the Academy Theatre, Inglewood, Cal., to draw attention to his house. Over a period of 10 days Mears had a display in his lobby representing the best Hollywood examples of the photographic art. Each year the Academy of Motion Picture Arts and Sciences conducts a still photography show. Its contributors are voted on by Hollywood cameramen. A minimum of 100 prints in black and white and color are chosen by the cameramen. Mears "booked" the photographs as a lobby attraction. Prints ranging from 8 x 10 up were on display. Subjects included scene and production shots from current films. Many stars were pictured at their characteristic best. Some displays showed the film capital's glamor and the beauty of its feminine stars. Mears announced that camera clubs in his area registered their approval of the display by their patronage. They were contacted and members attended the thea-tre, drawn by the display. Soldiers, Wacs Compete for Prizes In 'Gl Joe and Jane Jamboree' Soldiers and sailors competed in a "GI Joe and Jane Jamboree" held recently on the stage of Fabian's Paramount Theatre by Manager George J. Kemp who personally solicited contestants from island canteens and contacted special services of the cantonments for the Wacs who were teamed with soldiers. Fifteen couples danced to music furnished by a 15-piece orchestra against a colorful background. A local department store provided two cash prizes and was given credit on a lobby setpiece and in a trailer. Besides the two main prizes, the merchant also gave remuneration to each contestant. Repeats 'Going My Way' to Better Than First-Run Business That good pictures will bear repeat performances was proven by Manager Ray Search of the Fox Theatre, McCook, Neb. Search heard patrons say they would again like to see "Going My Way." He booked the feature for an additional oneday run. On that occasion Search grossed, mostly from repeat patrons, more than he took in on the last day of the regular run.