Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, November 5, 1949 21 Dandrea Holds A Football Rally {Continued from I'ayc 20) ians. In attendance were 1,500 Bridgeton High students who marched to the theatre in orderly fashion and took part in an hour-long pep-rally. "The pupils themselves conducted the lir.-.t part of the program," according to a news report in the Bridgeton Evening News, "staging a mock burial of Collingswood with appropriate ceremonies being performed over the Colls' 'body' and going through a spirited cheering session which virtually shook the building. "Dandrea informed the team of the manner in which everyone was behind it, then introduced Judge David L. Horuvitz, who reminded the team of various major college upsets that stunned the entire nation, putting the Bulldogs in the position of being able to do the same thing on a local basis. "A series of films showing the top plays from the outstanding college games of recent years, several including Bridgeton's own Bob Deuber and Harry Wettlaufer, completed the rally." Both Dandrea and the merchants were highly praised by Rowland H. Mulford, superintendent of city schools, who referred to the fact that for the first time it was possible for all of the high school students to participate in a pregrid rally at the same time. Results of the Bridgeton-Collingswood game are not known. But, win or lose, the students and townsfolk were grateful tQ Showmen Dandrea for making it possible to whip up enthusiasm for the big game. Hevia Wins Reade Showmanship Award Guy Hevia, city manager of Walter Reade theatres in Asbury Park, N. J., won the circuit's "Manager of the Month" award in August for his special work on the premiere engagements of "I Was a Male War Bride" and "Sword in the Desert." First prize in the circuit's "Candy Stand of the Month" competition went to Mrs. Ann DeRagon, manager of the Paramount, Plainfield, N. J. In the showmanship contest, second prize was split between Thomas Phelan, manager of the Strand in Long Branch, and William Knauss, Park, Morristown. Candy stand second prize went to the Majestic, Perth Amboy, and third to the Park, Morristown. Pre-Tested Campaign Folder on 'G/ Joe' A campaign brochure embracing "the cream of pre-tested promotion angles and showing exhibitors how they can line up the mass strength of local veterans' groups behind their playdates" has been prepared on Eagle Lion's reissue of "The Story of GI Joe" by the company's advertising publicity exploitation departments under the direction of National Director Leon Brandt. The folder has been planned so that the veterans' section, listing all the stunts and promotions which the veterans' groups themselves are to work out, can be detached and given to the veterans for their own guidance. CLAYTON-NUTT'S FOYER DISPLAY. With a cutout of Esther Williams, amidst tropical foliage, as the center of attraction, flanked on either side by attraction boards containing star and scene stills, Manager H. Clayton-Nutt of the Broadway Cinema, Eccles, England, had an eye-catching display on MGM's "On An Island With You." ClaytonNutt, by the way, put over a swell campaign on the picture (see below), which did a better Saturday business than "Easter Parade." Briton Licked Weather, Football, With Energetic ^Island^ Campaign Napkins, Shopping Bags Ten thousand imprinted table set-up napkins and 5,000 imprinted shopping bags were used by Lou Cohen, manager of Loew's Poli, Hartford, Conn., to promote "Father Was a Fullback." A run for "On an Island With You" that took in fully 25 per cent above average and enjoyed a better Saturday than the magnificent "Easter Parade" was experienced in Eccles, England, and this in the face of extremely uncomfortable weather and a pair of important football matches. The success was the result of an energetic campaign — listed in an attractive report under no less than 18 headings — by Manager H. Clayton-Nutt of the Broadway Theatre. Events make news and no less than three sizable events were arranged by this showman. Most impressive, perhaps, was a Mayor's reception, with that official and some 30 guests attending a tea party in honor of MGM's 25th anniversary. The event that directly touched most people took place on the Broadway's stage, where for a week prior to playdate local lassies posed in bathing suits and were measured for comparison with the film's star, Esther Williams. If there's any doubt about Biatish tastes, let it be noted that this event led all else newspaperwise, with the Eccles Advertiser using a pair of photos. An Esther Williams dance was held the Saturday night prior to playweek. Pulchritude Parade Gramophone records played during the pulchritude parade and at the time of mass audience exits enabled the manager to address the public about the coming movies at the same time he went about his other duties. Their rapid manufacture by an Eccles concern, incidentally, provided another newspaper angle. Also hitting Bond for Baby Manager John DiBenedetto of Loew's Broad, Columbus, Ohio, presented a $25 U. S. Savings bonds to Jack Lininger, star center of the Ohio State football team, to give to the expected addition to the Lininger family. 'The baby, whom Lininger hoped would be a boy and become a fullback, was expected to be bom about the time "Father Was a Fullback" opened at the Broad. Stunt broke the papers, with art. the public right at the theatre were flags and streamers, a floodlit cutout and product tie-in showcases. Impregnated With Scent A soap company had cards imprinted with lilm copy and impregnated with the scent of their product. A group of cooperative stores printed 6,000 slips with film copy for insertion in tea and sugar bags and various ads paid for 4,500 leaflets using the MGM star gallery photo and plugging "Island." The cooperatives and six hairdressers used window tieups and 30 shops used door-cards which notified "We close tonight at 5 :30 P.M. sharp because we're going to see (etc.)." A tie-up about the Isle of Man had posters near the railway station. Cost to the Broadway of the whole extensive campaign was less than £10. It paid, says Clayton-Nutt, and apparently it did enable him to collect the sheckels in Eccles. Prizes for ^Reporters^ In 'Deadline' Contest They're doing this one in New York. But it could probably also be done in your town, with perhaps a variation or two. The New York Journal American has a longstanding policy of providing bonuses to readers who supply news tips and photos for publication. (Now if this is not true of the paper in your town, don't worry, the stunt is still good.) Well, Paramount has made a tieup with the Journal American whereby the former will supplement the bonus during the first week's run of "Chicago Deadline" at the Paramount Theatre with a prize of a portable typewriter each day to the person who submits the best story or picture. A grand prize of a 1949 Austin twodoor sedan will be awarded to the person who submits the best story or picture during the contest's duration. The newspaper, of course, is affording the promotion liberal news and feature space, and a display of prizes and feature coverage will be set up in the lobby of the theatre. Better grab hold of this idea and use it when you play "Chicago Deadline."