Showmen's Trade Review (Oct-Dec 1944)

l^ccember Sil. n)44 S H O W M E N ' S T R A D E R E V I E W 15 Army Air Forces Ceremonies Usher in Premiere of 'Victory' For the first time in New York's history, since the war, a parade in which over 2000 officers and enhsted men of the Army Air Forces participated, took place for the opening of -Moss Hart's "Winged Victory" when it bowed into the Roxy for its world premiere last week. In a ceremony which took place in the reviewing stand m front of the Roxy, W. C. Michel, executive vice-president of 20th Centnry-Fox, opened the proceedings in the absence of Spyros P. Skouras, president of the company, who was in Washington at the time of the event. Michel, speaking briefly, introduced Moss Hart, who formally dedicated the film to the Army Air Forces represented by Lt. General Barney M. Giles, a Deputy Commander of the AAF. Lt. Giles' acceptance of the film was followed by a brief message by Mayor Fiorello LaGuardia, who lauded the courage and aaring of the men of the Air Forces and stated that he was proud of the honor bestowed upon New York in presenting "Winged Victory" to the public, and urged all New Yorkers to see the film. A distinguished audience of notables, including many Army and Navy officials, attended the first night performance of the picture, among whom were Lt. General Giles and Vice Admiral C. Fitch who headed a military turnout of at least one thousand members of the armed forces, from high-ranking officers to enlisted men and women. Among the other guests of 20th-Fox were members of society, civic and state officials from New York and Washington, company executives, publishers, and film celebrities. The long list of well-known names included Mr. and Mrs. Winthrop W. Ames, Sir Alexander Korda, Elsa Maxwell, Moss Hart,' Mr. and Mrs. Herbert Bayard Swope, Gilbert Miller, Kurt Weill, George S. Kaufman, Oscar Levant and actors Gregory Peck, Linda Darnell, Jane Ball, Clifton Webb. Exhibitors included New York and metropolitan theatres, and publishing heads of all the trade papers were in attendance. Vice-president W. C. Michel, Tom Connors, Murray Silverstone and Joseph H. Moskowitz headed a 20th-Fox home office contingent, which included Charles P. Skouras, W. J. Kupper, Dan Alichalove, Bill Gehring, Jack Schlaifer, Andy Smith, William Eadie, Hal Horne, Charles Schlaifer. Sam Shain, Martin Moskowitz, Jack Sichelman, Felix Jenkins, William Powers and others. All profits from production and distribution of "Winged Victory" will go to Army Charities. Bill Gerst of Harrisburg Capitalizes on Hope Column Manager Bill Gerst of the Senate Theatre, Harrisburg, took advantage of the Telegraph's new feature. Bob Hope's column, "It Says Here," to tie in with the exploitation of RKO Radio's "The Princess and the Pirate." A full eight-column spread in the newspaper announced both the inauguration of the column and the showing of the picture, while spot announcements over Station WHP and a trailer at the Senate, made both known to the public. — HA. Created in oils by the house artist, the portrait in the lobby setpiece above on MGM's "Mrs. Parkington" occasioned much comment when displayed in Loew's, Richmond, Va., by Manager Brock Whitlock. Several patrons, according to Whitlock, inquired about the possibility of buying It. 'Lovelorn' Letters Aid Theatre Gross Taking his cue from Dorothy Dix and other "advice to the lovelorn" columnists, Jerry Zigniond, manager of the Newman Theatre, Kansas City, conducted a radio contest along that line to exploit the showing of Paramount's "I Love a Soldier." A week in advance of opening the 15-minute daily "Show Time" program on Station WHB was devoted to a contest in which listeners were asked to send in letters on the subject: "Should a woman marry her service man now, or wait until after the war?" Letters were read by the station's woman commentator who conducts the movie program. Prizes given by the theatre for the best communications included three awards of free telephone calls to service men stationed in the United States, war bonds and theatre tickets. Radio scripts carried plenty of punchy plugs for the picture and its stars, Paulette Goddard and Sonny Tufts. Spot announcements concerning the contest were made on purchased radio time. Eighteen prizes were awarded, the winners being announced on the "Show Time" program the day following the picture's opening. As a result of the contest and its attendant publicity, the picture opened strongly. Cigaret Scarcity Tieup Playing on the current cigaret shortage, two hundred tie-in cards were placed in all drug stcre, grocery, and cigar stores, as well as in restaurants, taverns, cafes, etc., on the opening day of "Together Again" at the Sierra Theatre, Stockton, Calif. Copy on the cards, one rf the stunts used by Manager Joe Huff and Columbia Exploiteer Sammy Siegel, follows; "Sorry! No Cigarets. But . . . May We Suggest ... For Laughs and Stimulation You See Charles Boyer and Irene Dunne in Columbia's Riotcus, Romantic Comedy, 'Together Again,' now at Sierra Theatre." 'Serenade' Premiere Held at Lake Placid Gala Holiday Event Personal appearances of Vera Hruba Ralston, star of Republic's "Lake Placid Serenade," and Roy Rogers, King of the Cowboys, who gueststars in the picture, highlighted the promotion for the holiday premiere at the Palace Theatre, Lake Placid, N. Y., on Thursday. H. J. Yates, Sr., chairman of the board, William Saal, his executive assistant, and Steve Edwards, director of publicity, accompanied the stars to Lake Placid to witness the ceremonies at the Olympic Arena on Saturday night, where Rogers and Miss Ralston were scheduled to be crowned "Lake Placid King and Queen of Winter" at the Ice Pageant and Figure-Skating Carnival. Arriving at Lake Placid on Friday, the stars were greeted at the railroad station by a band and several glee clubs who escorted them in sleighs to the Lakeside Inn. They made appearances at the Palace on Friday night and Saturday matinee. Rogers and Miss Ralston visited the Will Rogers Memorial Hospital and Lake Placid Club. Winners in the Vera Hruba Ralston Snow Sculpture Contest were selected by the stars and H. J. Yates, Sr. The winning group were guests of the Palace at the Saturday matinee. Army men stationed at Lake Placid were guests at the Olympic Arena on Saturday night for the Carnival, which featured United States and Canadian skating champions, as well as production numbers. Prior to the Coronation, Yates and the Republic party were dinner guests of Col. Frederick B. Dodge, Jr., commander of the Army post. The group were seated in a special box at the evening function where, as a highlight, Rogers sang Winter Wonderland, featured in the picture. Three thousand special souvenir programs were distributed as a gift from Miss Ralston. That same evening the group attended a New Year's party at the Olympic Arena. Army talent was featured. A huge street banner and 300 smaller banners welcomed the stars, and special window displays in shops, store windows painted with ice-skating figures and mention of the premiere, 24-sheets and 6-sheets sniped on buildings, and a large cooperative ad in the Lake Placid Neivs sponsored by merchant and civic leaders, heralded the coronation and premiere. A special front at. the Palace featured two 14-foot high figures of Miss Ralston in skating poses. The figures were in color and framed in gilt. A 15-foot banner above the marquee was also an attention-getter. Special displays heralding the opening were set up at the Belmont, St. Moritz, Mirror Lake Inn, Homestead, Lake Placid Inn, Northwoods Inn, as well as the Lake Placid Club and the Marcy Hotel, now under Army auspices. Radio coverage for the event included 45 oneminute spots over WMBZ in Saranac and WMFF in Plattsburgh. Newspaper advertising included display ads in the Lake Placid Neivs. and advertisements in adjacent town nev\'spapers. Four-color fan photos of Ralston and Rogers were given school and general distribution.