Showmen's Trade Review (Apr-Jun 1945)

May 5, 1945 SHOWMEN'S TRADE REVIEW 19 Hat Tieup Highlights Dcanaai Campaign A promotion with the outstanding hat designer, Lenesta, in which a series of glamorous hats were designed, based on the fashions in "A Royal Scandal," is now being arranged so that theatres from coast to coast will be enabled to tie in their showings of the 20th Century-Fox picture with local outlets of the hats. For the New York showing at the Roxy Theatre the hats were displayed in the windows of New York's swank Stein & Blaine and were advertised in New York newspapers giving credit to the film and the theatre presentation. The schedule now being prepared will allow other exhibitors to tie-in. Other highlights of the New York campaign included all known media to reach every New York home, including wide usage of teaser ads weeks in advance of the Roxy opening. These were timed to coincide with national ads in magazines such as Look, Good Housekeeping, Photoplay, Movie Mirror, Movieland, Motion Picture, Screen Guide, Seventeen and others. Other magazine breaks in the national campaign will continue. About 20,000 sheets of paper were sniped in the outdoor and transportation systems campaign. In addition 3000 cards were planted in transportation vehicles. Radio was made a powerful ally in the campaign. Exclusive of spot announcements more than fifty breaks in a few weeks were obtained. Life Magazine to Give Full Coverage to Monogram Western Most complete coverage ever given by Life to a western film is now in effect on "Cowboy Serenade," Monogram picture now in production, with Jimmy Wakely starred. Writer Dick Wilk and Cameraman George Lasks have been assigned by Life to prepare a complete story of the making of the film, and together with Dave Kaufman of the Monogram publicity staff are now living on location with the company at Circle J Ranch in the San Fernando valley for the entire duration of production. Coverage will include actual shooting days at Circle J, Monogram Ranch and other locations, as well as evening activities after working hours. Resulting layout is expected to embrace six pages or more in Life, under the title, "How Westerns are Made." Oliver Drake is producerdirector of the film, and Lee "Lasses" White and John James are featured. Eythe Completes 5 City Tour For 'Scandal' at Baltimore William Eythe's personal appearance tour to Atlanta, Chicago, Pittsburgh and Philadelphia was completed recently by another appearance at Baltimore where the 20th Century-Fox star of "A Royal Scandal" was feted by newspaper and radio writers at a reception at which Mayor Theodore Roosevelt McKeldin extended the city's greetings prior to the opening of the new Ernst Lubitsch film at the New Theatre. Eythe was guest of honor at the reception and dinner at the Hotel Belvedere, hosted by Morris Mechanic, owner and operator of the New Theatre. Sid Blumenstock, assistant exploitation manager of 20th Century-Fox, accompanied Eythe on his tour. 'BURMA' DISPLAY. Co -Manager Edward Spellman of the M & P Paramount Theatre, Boston, stands beside an attractive display on Warners' "Objective Burma." 'Our Boy' Angle Used By Weber on 'Victory' Various angles in the exploitation campaign undertaken by Jacob Weber, manager of Schine's Liberty, Herkimer, N. Y., in conjunction witii the engagement of "Winged Victory," inspired the customers to a waiting line at the box-office on the playdate. Weber secured one of the outstanding window displays in that town which featured a diversified array of equipment pieces used by members of the Army Air Force and also several stills and blowups. Weber also secured space in the local newspaper inspired by a former projectionist of the theatre who acted as one of the technicians in the filming of the movie. T'he projectionist wrote a very interesting letter to Weber detailing his work on the picture and the surrounding color of the cast, etc. The letter and the story were published under a two-column picture showing Weber and two of the theatre's projectionists reading it. A local department store also was induced by Weber to give the attraction a window display and an unsolicited two column by 834 inch ad plugging the picture. Press Agent* s Dream Columbia has been rewarded with one of those rare experiences that make life in a publicity department worthwhile. A letter came recently from Miss Elizabeth A. Baker, supervisor of elementary music education in the Roanoke, Va., schools, requesting permission to buy two of the Sigmund Spaeth tune-tracing records being distributed as part of the campaign on "A Song to Remember." Seems Columbia had given them two records gratis, and they were so popular with the students Miss Baker decided two more were in order. Needless to say, the records were shipped post haste, marked "no charge." (If you, too. plan such a request, be sure your turntable speed is 35 r.p.m.) Employes Are Urged To Foster Courtesy Pointing out that Mayor Kelly proclaimed the week of April 29 "Chicago Courtesy Week," urging all Chicagoans to observe courteous conduct in all human relations, Charles H. Ryan, assistant zone manager of Warner theatres in that territory, has issued a bulletin to all Warner employes explaining why courteous consideration in the organization, for each other and for the public, should not be allowed to lapse. "The courteous man is always careful to avoid the other fellow's feelings, and he plays no favorites," Ryan writes. "He is equally polite to all persons — rich and poor, learned and ignorant, old and young. Being human he may become irritated under certain trying circumstances, but if he does, he strives not to show it by either his language or his attitude. He realizes that many of the acts of courtesy may soon be forgotten, but that people have a discomforting faculty of remembering acts of discourtesy for years. He who respects others is respected by them. A great man shows his greatness by the way he treats little men. "Efficiency of a country at war depends upon the amount of reserve power behind. Whatever keeps a nation fit and full of vim contributes to its capacity for endurance. The amusements of a people are an essential part of their efficiency. The theatre gives the soul of a spectator an excursion into the mimic world, and the spectator is refreshed and strengthened. The horror of war presses upon us every evening on the radio and in the newspapers. Against this, we need to impress upon the patron through courtesy, the fine good fellowship of the place and the 'no trouble to help you' spirit. First, last and always, your job is to render the sort of service you yourself would like to receive. We believe in courtesy, generosity, good cheer and friendship ; but most of all, we believe in courtesy. Therefore, it behooves every man and woman in our employ to remember this always — to treat all patrons with courtesy and careful consideration. "Courtesy is one of the factors in building goodwill. You cannot buy goodwill. It is something you get by giving. It is not a thing of dreams, and it is not for sale. The foundation for all successful businesses is goodwill. It (Continued on Page 20) MGM Adds 'Photos of Month' To Its Exhibitor Services A new exhibitor service was inaugurated thi'" month by William R. Ferguson, MGM exploitation director, in the form of "MGM's Photos of the Month." The service will consist of a selection of the ten best photos illustrating exploitation stunts, displays, lobbies, theatre fronts, street ballyhoos and other promotional tieups received each month by the home office exploitation department. Exhibitors whose photos are selected for the service will receive a parchment honor certificate, and the one earning the most citations in one year will receive a special annual award. Special consideration will be given to small town exhibitors with small budgets for exploitation purposes, it was announced. The new service supplements other exhibitor services now in effect including the Bi-Weekly Exploitation News, MGM Honor Roll Campaigns, Small Town Exploitation Feature in press books an dthe Showbuilder.