Showmen's Trade Review (Jan-Mar 1947)

SHOWMEN'S TRADE REVIEW, February 1, 1947 17 'California' in Dual Premiere in Monterey Monterey, California's first capital and the most storied town on the Pacific coast, was the scene of a gala double premiere last Tuesday night when Paramount'* Technicolor epic, "California," opened at Golden States' MontereyTheatre and also played a one-night performance at the historic State Theatre. The premiere was one of the most colorful local openings on the Pacific coast. Use of the State as a one-night stand for the film was granted Paramount by the state of California, which owns the historic house as one of the most valued reminders of a history which forms a colorful portion of the story of the old west. The Vox Pop radio show on CBS moved to Monterey for the festivities, with Parks Johnson and Warren Hull as masters of ceremonies. The program, which began at 6 P. M., P.S.T., originated from the stage of the State. Ray Milland and other celebrities appeared on the coast-to-coast broadcast. Present for the premiere was a select list of 100, including state and civic dignitaries and social leaders in the Monterey area, locale of the film, and figures whose families have been identified with the early history of the state. A reception for visiting notables and guests preceded the premiere celebration. The entire program was sponsored by the Monterey Chamber of Commerce and a local committee whose chairman was Allan Griffin, publisher of the Monterey Herald. Four Managers Win $250 In Contest on 'Canyon' Four prizes of $250 each offered by Universal for the best exploitation campaigns on "Canyon Passage" in theatres of the Publix Great States circuit, were won by Illinois Great States managers Paul R. Morgan of the Pekin Theatre, Pekin ; Vincent O'Leary of the Majestic in East St. Louis ; George Mahoney of the Rialto, Joliet; and William Langdon of the Paramount, Aurora. One of the highlights of Manager O'Leary's campaign was a street parade by the Western Trail Riders Association which tied right into the theatre opening of "Canyon Passage." Mahoney staged Will County's first junior archery contest. Langdon dressed his staff in western attire and arranged other promotions on the sensational side to have the film set a new house record. Morgan's campaign tied in with the Association of Commerce and the Pekin schools through the safety patrol members of the school system. Republic Film Premiere World premiere of Republic's ' Angel and the Badman," which John Wayne, who stars with Gail Russell, also produced, will be held February 5 at the Fox Theatre in San Francisco. Arrangements for the opening were set up by Mort Goodman, the studio's publicity director. / to* HOPE IN A LATHER. The doorman of Warners' Mission Theatre, Santa Barbara, Calif., got into a lather, as you can see, when Manager Reg Streeter decided to use him for a street ballyhoo on Paramcunt's "Monsieur Beaucaire." The bib was obtained from a nearby barber and lettered as shown. Jack Linebarger, the doorman, had his face lathered in imitation of a scene in the film showing Bob Hope escaping from a barber's chair. WB Circuit Ad Men Set New Product Policies A meeting of Warner Bros. Circuit zone advertising men was held this week at the home office by Harry Goldberg, director of theatre advertising and publicity, to discuss current advertising matters and special campaigns for forthcoming Warner releases. Mort Blumenstock, company vice-president in charge of advertising and publicity outlined policies for the handling of "Nora Prentiss," "Pursued," "The Two Mrs. Carrolls" and other productions on the spring schedule. Harry M. Kalmine, general manager of Warner Theatres, also addressed the sessions. Zone advertising men present included J. Knox Strachan, Cleveland ; Dan Finn, New Haven ; George Kelly, Newark ; Charles A. Smakvvitz, Albany; Everett C. Callow, Philadelphia; James Totman, Pittsburgh; Frank LaFalce, Washington, and Harry MacDonald, Milwaukee. RKO Sets 'San Quentin' Premieres on Coast "San Quentin." the RKO Radio picture starring Lawrence Tierney, has been set by the company for a series of west coast premieres starting Feb. 4 in Los Angeles where it will open simultaneously at the Orpheum, El Ray and Belmont theatres, with about 35 houses in the surrounding area participating. Next opening will be on Feb. 12 at the Paramount Theatre, San Francisco, with Portland's Alayfair showing it on Feb. ly. It will open in Seattle on the same day of the Music Hall. Dave Cantor, RKO field representative, has arranged extensive newspaper and radio tieups covering the premieres in the four cities. Odell leads Publicity in New Paramount Setup In a realignment of Paramount's home office promotional setup, C. N. Odell has been promoted to head a newly-created press department, it was announced last week by Curtis Mitchell, national advertising, publicity and exploitation director. Odell joined the company in 1931 and was formerly in charge of newspaper contacts. Gordon Swarthout, former director of special events, becomes coordinator of publicity and exploitation activities — a service department which will handle all research work and conduct the physical operation of the publicity and exploitation departments. Paramount's publicity services henceforth will be conducted by the new department directed by Odell, by the magazine department, of which Aileen Brenon will remain in charge, and by the radio department, which will continue under the direction of Burt Champion in the east and under that of Martin Lewis on the west coast. To these has been added a photo department managed by Rex Taylor, formerly eastern pictorial co-ordinator. Under his new title he will continue in charge of all of the company's photographic activities in the east and will service all departments which come under Mitchell's jurisdiction. Phillips Continues D. John Phillips continues as short subjects publicity director with Joseph Callahan as his assistant. Milton Mohr will remain in charge of syndicates and Louis Pelegrine of the trade press, with Fred Hodgson continuing as publicity writer. All three will work under the supervision of Odell. Under Miss Brenon will work Marjorie Kane, who handles fan magazines ; Edith Stone, who services the miscellaneous publications, and Peggy Fewer, who will serve the magazine department in an over-all capacity. Assistant manager of the photo department under Taylor will be Ed Sullivan. Timely 'Dimes' Tieup For 'Time, Place, Girl' Timeliness and humanitarian appeal keynoted Manager William Methe's promotional campaign on Warners' "The Time, the Place and the Girl" at the Roosevelt Theatre, Chicago. It was a showmanly stunt and it paid off big. Methe arranged for a night club singer, Dorothy Shay, to appear on one of Chicago's busiest corners, State and Madison, with a huge sign reading: "The Dime, the Place and the Girl. Be my March of Dimes date. March your dimes here at 2 P. M. Friday. Biggest contributor will be my beau to see 'The Time, the Place and the Girl'." Herbert J. Lorber, president of the Chicago Club, arrived with $1,000 worth of dimes in bags carried by two policemen. Then Lorber turned over his date to a deserving serviceman, which brought a special newspaper story.