The talking machine world (Jan-June 1928)

102 (World of Music) The Talking Machine World, New York, April, 192H Pat Sullivan's Famous Creation Now in Song Backed by the Biggest Promotion Campaign Ever Arranged on a Song 10,000 Theatres in a Hook-Up Nation-wide Tie-up of Sunday Papers Blanketing the Country, All Supplemented by Daily Papers of Prominence Circulation of MILLIONS PLUS — Broadcasting Stations, Dance Orchestras, Vaudeville Acts, Organists and Singers everywhere — combined with other advertising. Free! II The Details of This Tremendous Exploitation Drive — Write Us — Now Cleveland Dealer Ties Up With Exploitation of Fox Hit "Rosita" Schirmer's Music Store Uses Attractive Window Display to Effect a Tie-up with Theme Song of "Gaucho" Also Used in Picture's Prologue has led publishers of place in these acts for The increasing importance of the stage presentation as a major part of the motion picture theatre's program popular music to seek a the exploitation of their numbers. When the music used in the stage feature is also a part of the musical score for the film the exploitation is doubly effective and every effort should be made by dealers to tie up with the promotion work for the building up of sales. A good example of a clever dealer tie-up with a photoplay presentation was recently given in Cleveland, O., where the Douglas Fairbanks film "The Gaucho" was shown at Loew's Stillman Theatre, and where the orchestra, under the direction of Morris Spitalny, had one of the most elaborate prologues of the season. "Rosita," published by the Sam Fox Publishing Co., Cleveland and New York City, was used in both the prologue and as the theme song of the film's score. The presentation opened with a tenor soloist singing "Rosita." He was joined in the first chorus by a soprano and on the repeat of the chorus a group of eight joined in a rousing close. Then followed a tango dance set to the strains of "Rosita," and as a finale the entire cast sang the number. From this description it can be readily seen that the presentation is a production in itself, a type of limited operetta. When a song of merit is given exploitation of this character together with being repeated many times during the showing of the film, it is obvious that the possibilities for sales are great, provided the dealer takes advantage of his opportunities. Schirmer's Music Store, Cleveland, greatly increased its sheet music sales during the photoplay's run in Cleveland by presenting a particularly attractive window setting of the composition. The accompanying photograph shows both the prologue and a view of the Schirmer window. The store's manager reports that, in addition to selling copies of "Rosita," many of the customers purchased other articles of musical merchandise, particularly records. Sammy Lerner With "Ramona" Featured De Sylva, B. and H. in Dodge Bros. Hour Sammy Lerner recently assumed the post of publicity manager for De Sylva, Brown & Henderson, Inc., New York City, succeeding Mort Bosley. Mr. Lerner should prove a valuable acquisition to the organization and to the organists throughout the country, for he has had a wide experience as a song writer, author of special material for vaudeville and other acts and in preparing organ versions of songs. Among the actresses who have used material prepared by Mr. Lerner are Sophie Tucker and Grace Hayes. Among the song successes which Mr. Lerner has written are "By the Sign of the Rose," "Nobody Worries 'Bout Me" and "The Pump Song." Before becoming associated with De Sylva, Brown & Henderson, Inc., Mr. Lerner resided in Detroit. Allen McQuhae Sings Latest Berlin Hit (-ONDON-PAR[S-B6RLI^-MELBOUBNE fftcprvsentotu'es in otnrr Important Cmtrri Allen McQuhae, tenor, who has won a wide reputation as a concert artist, and who is favorably known to radio audiences through his frequent appearances on the Atwater Kent radio hours, included "I Can't Do Without You" in his program during the A. K. Hour on Sunday, April 9. This is the second time an artist of international reputation has sung this ballad "hit," as Richard Crooks, concert tenor, introduced it recently. One of the outstanding broadcasts during the past month was that of Dodge Bros., which presented Paul Whiteman and His Orchestra, playing in New York; and officials of Dodge Bros., speaking from Detroit, and Douglas Fairbanks, Norma Talmadge, John Barrymorc, Charlie Chaplin and Dolores Del Rio from Hollywoo'd, Cal., on March 29, over a nationwide hook-up of stations. During the program Dolores Del Rjrj, star of "What Price Glory" and of the forthcoming film "Ramona," sang this Feist hit. Incidentally, the composition is dedicated to Miss Del Rio and it is the theme of the film of the same name. Later in the program Paul Whiteman and His Orchestra played "Ramona" with a vocal chorus sung by members of the orchestra. The results of the broadcast were that "Ramona," which had been climbing steadily to occupy an important place in the Feist catalog, jumped to No. 1 position, and officials at Feist headquarters, New York City, were deluged with wires and letters requesting immediate shipment of quantities of the number. The Victor record of "Ramona," made by Paul Whiteman and His Orchestra, which is said by many to be one of the best discs ever made by Mr. Whiteman, is also selling in a must satisfactory fashion. Leo Feist, Inc., anticipated the sensation which "Ramona" would prove in the nationwide broadcast and some time prior to the event sent special "hurry-up" order blanks to dealers throughout the country.