Showmen's Trade Review (Oct-Dec 1944)

32 SHOWMEN'S TRADE REVIEW December 2, 1944 'Hollywood Canteen' Proxy Premiere Set Described as "something new, novel and patriotic" in world premieres, the opening of Warners' "Hollywood Canteen" at the Strand Theatre, Albany, on December 15, will have an audience of local notables sitting in as "proxies" for film stars and paying for the privilege through their purchases of war bonds. In addition to aiding the Sixth War Loan, the "proxy premiere" will give the opening _a gala flavor without taxing transportation facilities to bring the actual celebrities to Albany for the event. The CBS coast-to-coast Double Or Nothing program will originate in Albany that night and devote its entire broadcast time to the "proxy premiere." Among the stars in the picture for whom bond purchasers will serve as proxies are the Andrews Sisters, Jack Benny, Joe E. Brown, Eddie Cantor, Bette Davis, Joan Crawford, Sydney Greenstreet, John Garfield, Alan Hale, Joan Leslie, Robert Hutton, Ida Lupino, Joan McCracken, Eleanor Parker, Joyce Reynolds, Roy Rogers, S. E. (Cuddles) Sakall, Alexis Smith, Barbara Stanwyck, Jane Wyman, Paul Henreid and many others. The Albany premiere of "Hollywood Canteen" will take place simultaneously with the openings in New York and Los Angeles. Holdover of 'Dragon Seed' in Seatfle Credited to Campaign Campaign for "Dragon Seed," put on by Manager Fax Duncan of the Fifth Avenue Theatre, Seattle, was so eflfective it was credited for hold-over business. Four weeks before opening Duncan wrote booksellers notifying them to stock up on the Pearl Buck novel. Window displays featuring the book, theatre and playdate were installed. One dealer sold out five days after the picture opened. The Chinese consul and his staff assisted at a special screening for civic leaders. Packages of tea were sent newspaper editors urging them "not to miss 'Dragon Seed' for all the tea in China." A girl, dressed in Chinese coolie costume, carrying two pails on a stick on each of which was lettered name of picture and theatre, attracted attention. Not confined by any means to women's fashions, the Casanova Brown style tieup can also be applied to men's hosiery, suits and topcoats. Here's how it was done in Chicago at The Fair when the RKO Radio release, "Casanova Brown," played at the Woods Theatre. You can duplicate this. Old-time horse and buggy with "newiywcds" drawn through Boston's principal streets was one of the impressive stunts put over by Joe Longo, George Kraska, Jeff Sullivan and Joe Di Pesa of the Hub's publicity and managerial staff, for the engagement of MGM's "Marriage Is a Private Affair" at Loew's State and Orpheum theatres there. 'White Cliffs' Gets Fine Atlanta Breaks Fine co-operation was received in Atlanta, Ga., from both dailies on "The White Cliffs of Dover." Artist Sid Smith of the Constitution created a four-column composite charcoal drawing. This broke on a Sunday, ten days ahead of the opening. Art in this size is practically impossible to obtain in Atlanta now, and reflected credit on MGM exploiteer, Emery Austin, and William Aiken, of Loew's Grand Theatre, who arranged for the publication and who were commended in the MGM Honor Roll Campaign. A total of nine pieces of art were used. Many stories and excellent reviews from both papers aided the publicity campaign. A special screening was held for the clergy of Atlanta. Three commended the picture from their pulpits. A second screening was held for critics and members of the Atlanta Better Films Committee. A telephone committee of the organization was appointed who telephone presidents of women's clubs, PTA groups, civic clubs and other bodies, advising them of the picture's playdate and urging support. This was very effective. Through cooperation with the Carnegie Library, 5000 book marks were distributed in the main office and the five branch offices. Displays also were used in each place. A total of six windows were obtained. These included window displays in Rich's and Davison's department stores on books, the record album and fashions, and a book window in Atlanta's largest book store, Miller's. Railway Express trucks were posted with "White Cliffs" posters. Cheyenne Dairy Finances Weekly Juvenile Matinees at the Lincoln School children of Cheyenne, Wyo., are the guests every Saturday of a dairy company which pays all expenses of a motion picture show for them at the Lincoln Theatre. Les Newkirk, city manager for Fox Inter-Mour \iin, books westerns and action-filled epics for these performances. Recently the city council and the Cheyenne Parent-Teachers' Association officially went on record with a vote of thanks to Newkirk and "'le dairy company for entertaining the children. An average of 1000 attend each week. SHOWMAN SAM SAYS: The theatre owner who stands out in the lobby to greet his patrons may get sore feet, but there won't be anything the matter with his head — or his box-office. Freeman Sells Xaura' Via Teasers, Tieups Two hundred teaser cards ("Who is Laura?" —"Have You Met Laura?"— "Do You Know Laura?") placed throughout the city two weeks in advance comprised the opening-gun activities of Manager George Freeman in his campaign for "Laura" at Loew's Poli Theatre, Springfield. With the assistance of Sam Horwitz, Freeman went on from there : All Royal Crown Cola trucks were decorated with a banner showing Gene Tierney, star of the picture, holding a bottle of the beverage. These decorated trucks gave good publicity for 10 days before the picture opened. Freeman planted a contest in the Springfield Shopping News entitled: "How Well Do You Know the Famous Beautiful Women of History and Legend?". Also, in the same paper was a cooperative ad with Lilian's Beauty Salon, playdate and theatre name publicized. A counter display was arranged with the Forbes & Wallace book department, featuring displays of copies of the book and 'stills of the picture. In cooperation with the Woolworth store a window was promoted featuring Woodbury cosmetics. A letter contest was arranged with the Daily Republican entitled "Do You Believe It Possible to Fall in Love With Someone You Have Never Seen?", as suggested from the story of "Laura." This resulted in many good plugs for the picture. In association with Kay's Jewelry Store, a cooperative ad was published showing Gene Tierney wearing Deltah pearls. Freeman had 100 book-marks distributed around schools and libraries, using theatre name, stars and playdate. A contest was arranged with radio station WMAS giving guest tickets to the first 10 persons who sent in correct answers to the question: "Name Six Films in Which Gene Tierney Has Been Featured Besides 'Laura'?" Newsreel Clip as Trailer Quick thinking on the part of Reynold Wallach, manager of Schine's Strand, Cumberland, Md., resulted in finding an excellent up-to-theminute trailer for the showing of "In Society," at his theatre. Wallace spotted a particular baseball shot in a newsreel. In addition to showing Connie Mack and Babe Ruth it also showed Abbott and Costello clowning around and carried copy pertaining to "In Society." Wallace ran this sequence as a special advance trailer. When you arrange your music tieup on the MGM Technicolor film, "Kismet," this window used by the G. Schirmer Music Company for the New York engagement should prove helpful. Design is simple but effective.