Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, October 29, 1949 13 Forhan Doing Fine Institutional Job A new recruit to the motion picture industry's Public Relations program is George J. Forhan, manager of Famous Players' Belle Theatre, Belleville, Ontario, Canada. Here's how George is keeping his theatre in the public eye : Four thousand cards have been distributed by local milk drivers. On one side, in large letters, is "No Milk," while on the other is "No Bread." Housewives like them so much that many of the drivers are requesting more. Of course, Forhan hasn't let pass the opportunity to include some institutional copy on the cards. On one side : "A Famous Players Creed . . . to surround you with an atmosphere of refinement, to present entertainment that is pleasing to the eye, the mind, and the memory, and to treat you with such courtesy and respect as to insure appreciation from all who call, such is the aim of the Belle Theatre management." On the other: "Famous Players' Big Show season . . . with the cooperation of the leading producers in Britain and Hollj^wood the 35 to 40 top features to be shown represent more than $100,000,000 in production costs, and are available to you for a total expenditure of less than $15. Enjoy Belle Free Parking Service. Come dressed as you are ( Ed. Note. — This is not a drive-in, remember) ... in the family car. A courteous attendant in charge." On the theatre's monthly advertising calendars delivered in Belleville and vicinity, Forhan is giving prominence to the line : "Movies Are Your Best Entertainment . . . "A LOT FOR A LITTLE." "With so much competition reaching for the elusive dollar," explains the Canadian showman, "I thought it advisable to introduce and keep driving home this slogan." No one else but George J. Forhan can make that statement. Or can you? Brandt in Chicago, Then On to Coast for Talks Following weekend discussions in Chicago with Producer Carl Kreuger on "The Golden Gloves Story," soon to go before the cameras, and discussions with Balaban & Katz Theatres' Advertising Director William K. Hollander on campaign plans for the opening of "Trapped" at the Roosevelt Theatre on Oct. 26, Eagle Lion Ad-Publicity-Exploitation Director Leon Brandt journeyed on to Hollywood where he was to huddle with N. Peter Rathvon, president of the 3>Iotion Picture Capital Corp., who is administering EL's multi-million-dollar financing fund under which five major films wholly or partly financed by MPCC have thus far been contracted for EL release. The five films are "Never Fear," Ida LupinoColHer Young production; George lempleton's Technicolor film, "Sundowners" ; George Pal's "Ruppert" and "Destination Moon" ; and "Beloved" (tentative title). Yes, Sir/ That's a Diaper (H'burg Tieup) Manager Glen Lazar in Harrisburg put diapers on the Senate — marquee, that is — and also, for three months, on the first baby born in town after his opening night for "Yes Sir, That's My Baby." The theatre decorating he may have done himself. As for the baby, he made it a three-corned arrangement — brought in the Snow White Diaper Service. INDIAN CHIEFS, a western music band, film stars and one klieg light provided color for the opening of Producer Ed Finney's "The Prairie," Lippert Productions release, at the Marcal Theatre in Los Angeles. Finney, -who handled the entire campaign himself, was master of ceremonies of the prologue, pictured above. Film also opened simultaneously at the four Academy theatres. 'Task Force' Broadside Given Buffalo by Navy The showing of "Task Force" at the Center Theatre in Buffalo was boomed by a publicity broadside from the Navy. Paramount Theatres advertising-Publicity Chief Charlie Taylor secured the cooperation of Lt. Tom McManus, public information ofificer at the L^. S. Naval Air Station in Niagara Falls. The officer arranged for a flight of 25 planes over the city on opening day. a navy parade in the evening of the same day, radio programs. Navy A-boards with "Task Force" posters all over western New York and in Lafayette Square. Index for September, 1949 Equipment and Maintenance. . .Sept. 17, pp. E-1 to E-30 Exploitation Campaigns — by Pictures Battleground Sept. 10. p. 19; Sept. 24. p. 17 Father Was a Fullback Sept. 3. p. 22 Gal Who Took the West. The Sept. 17, p. 12 Heiress. The Sept. 17, p. 11 ; Sept. 24, p. 17 It Happens Every Spring Sept. 3, p. 24 Joan of Arc Sept. 3, p. 22 Jolson Sings Again Sept. 24, p. 17 ' Kid from Cleveland. The Sept. 10. p. 22 Ma and Pa Kettle Sept. 3, p. 22 Outpost in Morocco Sept. 3, p. 20 Quartet Sept. 17, p. 14 Red Danube, The Sept. 10, p. 15 Red Menace, The Sept. 24, p. 17 Rope of Sand Sept. 24, p. 17 Task Force Sept. 24, p. 17 That Midnight Kiss Sept. 17, pp.11 & 14 Tulsa Sept. 24, pp. 17 & 18 Yes Sir, That's My Baby Sept. 17. p. 12 Exploitation Campaigns — by Stunts Blank Hosts Leading Citizens Sept. 10, p. 15 Blue Print for Ballyhoo Sept. 17, p. 14 Brownsville Alerted Sept. 3, p. 24 Buffalo Echoes Sept. 3, p. 22 Candidate for Master of Lassie Sept. 3, p. 24 Drive-In Scores Sept 17, p. 12 Exhibitors Exploit Hits Sept. 24, p. 20 Fabian Managers Run Gaimtlet Sept. 3, p. 20 Record Showmanship Achievement Sept. 24, p. 18 Sells With a Song Sept. 3. p. 21 Trial and Test Sept. 17, p. 11 Grist for the Showmanship Mill Sept. 3, p. 24: Sept. 10. p. 19 : Sept. 17. p. 12 ; Sept. 24, p. 21 Grist for the Showmanship Mill Sept. 3, p. 24; Sept. 10, p. 19; Sept. 17, p. 12: Sept. 24, p. 21 Index for August. 1949 Sept. 17, p. 16 Money Dates for November Sept. 24. p. 21 Showmanship Parade Sept. 3. p. 20; Sept. 17, p. 16 ShowSense — by Jack Jackson Facts on Industry Lawsuits — Part 1 . . .Sept. 24. p. 14 Film Business South of the Border Sept. 3, p. 11 Port Arthur Cinema Guild Scores Hit. .Sept. 17, p. 18 The Job of the Drive-In Manager Sept. 10, p. 23 Theatre Management — Special Articles Build Todav for Tomorrow Sept. 10, p. 24 No Wailing Walls Sept. 3, p. 14 Orchids to Ladies Sept. 17, p. 18 Try Stamp Act Sept. 3, p. 11 What's News in Showmanship Sept. 3. p. 21; Sept. iO, p. 18 Finney Does Own_ Job of Exploiting ^Prairie^ Premiere IVoduccr Edward Finney gave Lo.-, .Vngeles its most unusual exploitation campaign in years last week when he premiered Lippert Productions' "The Prairie," the James Fenimore Cooper sequel to "The Last of the Mohicans." Opening against competition of four major studio top-budget productions, Finney's lowbudgeter took not only the local spotlight but also a play on the nationwide press wires. .Acting as his own press agent, salesman, window dresser, sandwichman, orator, truck driver, Finney found time to pass out handbills on street corners, visit newspapers and civic clubs to talk about his "poor-man's premiere . . . the orphan of poverty row." He talked the Los Angeles City council into proclaiming "The Prairie" Week; signed over 10 per cent of the historical picture to the American Indian Congress to create a charity fund for needy tribes ; obtained free advertising from merchants ; took special 16-mm. trailers to boys' clubs ; had restaurants put "The Prairie" dinners on menus ; led Indian chiefs in ritual dances in department stores ; emceed special stage shows at five theatres opening night, and received four coast-to-coast wire service feature stories, a nation-wide radio interview, ballyhooed his film on a television show, and took over a half-hour radio program. One Klieg Light "The Prairie" premiered at five neighborhood theatres, the Marcal and the four Academy theatres. Life covered event with a photographer. But one klieg light was used and only at the Marcal theatre. Dozens of kliegs blazed at the major studio theatres, but Finney's "The Prairie" got the press play. The five theatres made "The Prairie" a kickotif from reissues. General Manager James Nicholson reasoned "the public is tired of 'em." Finney drove a covered Prairie wagon atop a truck daily throughout Los Angeles. Indian chiefs, western music band, film stars and one klieg light gave color to the Marcal opening with Finney emceeing impromptu stage show later. Entire Student Body At Oneonta 'Hamlet' The efiforts of Manager Norm Prager and a special advance man brought the entire high school student body and their faculty to Schine's Oneonta, N. Y., theatre to see the motion picture "Hamlet." Most responsible for this sweep were special student tickets and a letter and circular mailed to 1,3(X) teachers in the area. There were also an extensive campaign in local and nearby newspapers and considerable-inwork at the local colleges. There the advance man met the presidents, lectured on "Hamlet" before literature classes and spoke to faculty meetings on ways of selling the film. A Dozen Passes —When Ice Melts The 300-pound cake of ice in front of the Eckel in Syracuse, N. Y., was such an attentiongetter for the opening of "Arctic Manhunt" that Manager Irv Cantor repeated it with a new twist. The first cake contained a sign ; the second one, which he placed in front of the five-andten cent store, contained a dozen passes for those who waited for the ice to melt.