Showmen's Trade Review (Oct-Dec 1946)

22 SHOWMEN'S TRADE REVIEW, Octcber 19, 1946 SELLING THE PICTURE MISS M'DANIELS GOES PROMOTING. Eunice McDaniels, promotion manager of the Ralph Talbot Theatres, Tulsa, Okla., promoted this seat-selling Friskies Dog Food window display at the Shannon Food Store in connection with the showing of MGM's "Courage of Lassie" at the Orpheum Theatre. Wonderful Star Margaret 0^1 Also Wonderful Exploitation Maker Margaret O'Brien, besides being a wonderful little star, is also a wonderful little exploitation inciter, as can be attested by Robert Hynes, manager of the Criterion Theatre, Oklahoma City. When Hynes penciled in "Three Wise Fools" he decided upon a search for the "local Margaret O'Brien," thereby proving himself to be wise, but no fool. A radio teaser campaign began on Station KOCY two weeks in advance of the stunt in connection with the "Man on the Street" program. A week before opening the competing children were interviewed on the program in front of the theatre, with the attending public voting for the girl they thought bore greatest resemblance. Thursday before the opening the final was held in the same manner. Winner Interviewed The winner, Claudia Caldwell, then was incerviewed by the local paper and received a three-column cut and story spread on the Saturday before opening day. Claudia then spent two days at local department stores being out fitted in Margaret O'Brien models, all this being broadcast over the "Man in the Street" program. Day before opening Claudia was feted at a big ice cream store and a restaurant, causing much attention from patrons, you may be sure. On opening day Claudia proved herself a fine hostess by greeting the patrons as they entered the theatre, attended by a party of fifteen of her classmates. Again the radio followed the proceedings, going into great detail as to Claudia, what she did and what it ail might mean to her. As a parting gesture the youngster received a personally autographed picture from the real Margaret O'Brien. Along with the activities connected with little Claudia — a really charming child, by the way — the tieup with the largest department store resulted in the store giving an entire window to an elaborate "Three Wise Fools" display. Inside the store there were five displays on the picture, using 40x60 cutouts. Carrying out the theme, 8,000 Margaret O'Brien pencil tablets were distributed, 16 counter cards were placed tieing in with the Margaret O'Brien handbag, and in the usual manner, there were trailers and banners. CONTEST WINNER. Claudia Caldwell winner of a search for "a local Margaret O'Brien" in conjunction with the showing of MGM's "Three Wise Fools" at the Criterion Theatre, Oklahoma City, is shown above with the theatre's manager, Robert Hynes. Beautiful 'Doll' Reporter Sought in U-I Contest Universal International e.xploitation has turned to the newspapers of the United States through Theta Sigma Phi, national newspaper women's sorority, to find the "most magnificent doll among American newspaper women." Winner of the contest, which exploits the Skirball Manning production, "Magnificent Doll," starring Ginger Rogers, will receive a silverplated typewriter from Miss Rogers and also will win a trip to either the New York or Hollywood premiere of the Jilm. .\ jury of Hollywood and New York artists will select a winner from photos which are already being mailed to the national president of the sorority in Los Angeles. The contest, which is open to non members of the sorority, as well as members, closes November 10, with the decision of the judges to be announced five days later. 'Margie/ 'Clementine' In Premiere Campaigns Record advertising campaign heralded two world premieres this week when 20th CenturyFox's "Margie" opened in New York at the Roxy Theatre and the company's "My Darling Clementine" had its initial engagement at the Fox Theatre in San Francisco. For the "Margie" premiere an advance teaser campaign ran in newspapers and on billboards for a month in advance, followed by increased display space as the opening neared. Special radio transcriptions are also being used extensively. In San Francisco, stars from the 20th-Fox studio participated in the Golden Gate premiere of John Ford's production, "My Darling Clementine," which ushered in more than 100 day-anddate engagements in the west for the picture. Stars who made the trip included Linda Darnell and Victor Mature, who appear in the picture, Vivian Blaine, Nancy Guild, Cathy Downs, who has the title role of "Clementine," Peggy Ann Garner, Lon McCallister and Kurt Kreuger. Sam Engel, who produced the film, Gregory Ratofif, producer-director, and George Jessel, who acted as master of ceremonies, also were in the Hollywood group. An extensive radio campaign, augmenting the record newspaper advertising and publicity, was in use well in advance of the premiere. All of the advertising was geared to cover the entire west coast thus assuring the regional premieres which followed a widespread campaign. The premiere campaign was handled by Eddie Yarbrough and Frank Jenkins, 20th-Fox exploiteers. under the personal supervision of Herman Wobber, western sales manager. Also cooperating in the campaign activities were Dick Spear, Fox West Coast division manager, and Fay Reeder, publicity director of FWC theatres in San Francisco. The New York home office was represented by Sid Blumenstock, assistant exploitation manager, who was on hand in connection with the premiere. r I ^'if^P^.'S.^ MILKMAN ^NHY KAYE raEKninifNi BROOHLVN I Nicoi.ort THIS IS EASY. Half a dozen milk cans were needed for this effective ballyhoo for RKO's "The Kid from Brookljoi" evolved in the fertile mind of Jack Droy of the Orpheum, Vancouver. The sign reads: "Abandoned by milkman Danny Kaye when he rushed his horse to the maternity ward in 'The Kid from Brooklyn'." A real attention-getter. — VAN.