Showmen's Trade Review (Oct-Dec 1949)

14 SHOWMEN'S TRADE REVIEW, November 26, 1949 Selling the Picture News and Ideas Concerning Profitable Advertising, Publicity and Exploitation Star ^Pesrsonals' Are Paying Dividends, Paramount Finds EXPLOITORIALS Personal appearances of actors hand-picked to increase interest in a particular picture and to lure "lost" audiences back to" the movies, have paid dividends in so far as Paramount is concerned. It has paid off so well, in fact, that the company's experiences after touring Gloria Swanson in behalf of "The Heiress," Corinne Calvet for "Rope of Sand," Marie Wilson for "My Friend Irma," Bill Demarest for "Red, Hot and Blue," and Henry Wilcoxon for "Samson and Delilah," is making bigger plans for more of same. Next on the projected extension of p.a. activity is a plan to send Miss Swanson on a tour for "Sunset Boulevard," Bob Hope over a mid-west itinerary in behalf of "The Great Lover," Lizabeth Scott for a twenty-town junket in connection with "Paid in Full" and Nancy Olsen to do a dual job for "Sunset Boulevard" and "Mr. Music." This is impressive evidence that the Paramount pressure people, headed by Max Youngstein, are pretty content with the lot they drew on recent p.a. enterprises. To listen to them tell it, there is strategy behind every move. As explained by Exploitation Manager Sid (Mr. Rabbit) Messibov, the idea consists of intriguing public interest via press interviews and radio time which take the story about stars' visits out of the dramatic sections and put them on the news pages. The Paramount brains argue that the untapped audience is probably not an avid reader of what goes on the movie pages, but may read on from a headline about a film star in the regular news section, even if it concerns only such matters as that Miss Swanson claims she was the first film star to go in for motherhood. Selects Stars Carefully Paramount, Mesibov explains, selects stars carefully and with a view to exhibitor acceptance. In fact exhibitors have been called upon for ideas and opinions, because. Paramount says, the exhibitor has "to live in the town 52 weeks a year." So everything is worked out ahead of time to avoid any bad reaction after the star leaves town. "First of all," he says, "the person has to be equipped to do a job — somebody who can talk about many things, not merely pictures. The idea is that these are real people ; that they live normal lives, thus counteracting hostile preconceptions by actual example, not just plain talk." To carry out the plan, Paramount's ambassadors at large do not confine appearances to theatres. The major part of the effort is directed to women's clubs, civic groups, parent-teacher bodies, luncheon clubs, etc. And the major effort is to make stories that will get into the news sections of the paper — not just the drama pages. Sometimes the plan works and they even make Page 1. Sometimes a tough news desk tosses the yarn right back to the drama page. But still the idea is clicking so far as Paramount i? concerned. Attempts by STR to find out what exhibitors thought were not very successful. The average exhibitor is ready to go along with anything that may help him. But a modicum of success was obtained by going to civilians in whose area Paramount's fabulous press agent and actor-atlarge, Henry Wilcoxon, conducted his "Samson and Delilah" discussion groups. Sample Replies Two sample replies represent honest and slightly different views. John Hall Jacobs, librarian of the New Orleans Public Library finds that Wilcoxon "undoubtedly made a fine impression in our community. "I have heard," he remarks, "several favorable comments about his visit and a reference on his talk at one meeting which I attended. (Continued on Page 15) Tom Waller Forms Public Relations Firm Tom Waller, former New York office information director for the Motion Picture Association of America, and prior to that publicity manager for United Artists, this week formed Tom Waller and Associates, public relations firm, which will handle both institution and industrial accounts. Waller has been associated with th^ motion picture industry in a publicity and trade press executive capacity for the past 25 years. Morrison Top Winner In 'Joe Young' Contest Melvin F. Morrison, manager of the Strand Theatre, Dover, N. H,, has been named first prize winner in the exploitation contest held by RKO Radio in connection with the New England premiere of "Mighty Joe Young." R. E. Morris, manager of the Colonial, Laconia, N. H., takes second prize, with the third going to George W. Pugh of the Rialto, Glens Falls, N. Y. 'MOLLY X' DISPLAY in lobby of the RKO Palace Theatre, Cleveland, called attention to last week's world premiere of Universal-International's "The Story of Molly X." Note the wise use of stills in the setpiece. Lobby board at left announced personal appearances of the film's stars, Dorothy Hart and John Russell. (Story on Page 15.) A good suggestion is gleaned from Newsviews, publication of Fox West Coast Theatres. Seems that in many cases where window cards are used, there are frequently a number left over. What to do with them? Well, Newsviews suggests that "school boys driving strip-downs and jalopies will find a place for them on their cars, in return for a guest ticket, almost any time." The cards can be scotch-taped on or wired on. The stunt is good for almost any picture you could name, but we think it would be especially appropriate for "The Big Wheel." As Newsviews sums it up, "such a stunt gets you plenty of coverage around town." Down in Miami, Fla., Wometco Theatres have staged quite a campaign on "Jolson Sings Again" under the direction of Sonny Shepherd, advertising and publicity chief. An exploitation meeting was held during which every phase of showmanship in connection with the picture was discussed. With Shepherd presiding, the managers were addressed by Harry K. McWilliams, Columbia's exploitation manager. To our desk has come a "work assignment schedule" from Shepherd, which contains many of the ideas brought out at the meeting. Wish we could list all of them here — there are plenty of them, but we'd like to report on one or two that could be profitably employed by other showmen who will play the Jolson picture. Arrange with a restaurant for a two-sided sign to be placed on tables, with this copy: "Reserved for Al Jolson — See the rest of the Jolson story, etc." This is also good for night clubs, bars, clubs, etc. Arrange for camera gag with girls supposedly taking pictures of people and handing them a card: "I didn't take your picture — but if you want to see the best one in town, see 'Jolson Sings Again'." Arrange with leading used car lots to display this sign on one or two cars: "This car must be sold. I need money to see 'Jolson Sings Again'." Or: "'Jolson Sings Again' — and so will you in one of our used cars." How about it? Surely you can use all three of these stunts. The magazines Scholastic and Boys Life have each awarded the "Movie of the Month" citation to MGM's "Battleground" as the outstanding picture for November. Whenever a picture is so cited, why not arrange tieups with newsdealers for cards calling attention to that fact? Perhaps you could place inserts in the magazines making the citations. And you can ment'on the honor in your newspaper advertising and on your lobby display boards. During the first ten days, run of Paramount's "The Great Lover" at the New^ York Paramount, ten men are wandering the streets of New York, each of them carrying a box of Johnston's candy under his arm. The first girl to identify a candycarrying embassador from the court of Bob Hope with the words, "You Are 'The Great Lover'," automatically rates one of the boxes of chocolates. Better mark this down among your "Great Lover" exploitation notes and put it into practice in advance of your playdate.