Variety (May 1941)

8 EXPLOITATION Wednesday, Maj 7, 1941 Veteran Exploiteer Details Value Of the '41 Brand of Field Ballyhooer By AL SELIG The exploitation man or, as he is called today, a field representative, for the film distributing companies, has at last come into his own. For year he has been thrown from pillar to post, picking up here and there odd jobs of exploitation for some particular picture, and after that work was completed, cool his heels for weeks at a time, waiting lor another assignment. His was a rather peripatetic existence — like waiting for a handout in the alley entrance to the kitchen of a beanery. Some of the picture' organizations had one man on their staff who handled exploitation whom they would send to the various key cen- ters where added zip was necessary to give the picture a needed impetus. In rare instances would one be sent to the smaller situations to pep up interest in a picture. Up to a few years ago only one national distri- buting company had a staff of ex- ploitation men attached to the key exhanges with the resultant hogging of space in newspapers throughout the country, plus the good will of the small town exhibitor who welcomed his aid with open arms. But today the picture is changed. The entire country is honeycombed with field men representing nearly all of the major distributing organi- zations: A veritable army of high- powered, well-groomed, tactful and diplomatic publicity and exploitation specialists are bringing .stoMhe key centers and the hinterland the same exploitation and publicity methods ■that were let loose heretofore in only the ■ large key centers. The hare- brained youngster with wild ideas, the phoney with a long tale of boast- ful achievements, is passe. The game today has become one of the vital cogs in the great machinery of dis' tribution of pictures—an important adjunct to the selling of the pictures to the public. DlsCiSs^'Setnps Heading the exploitation depart- ments of many of the major distrl buting and producing organizations are men well qualified in the com- plex duties incident to the publi cizing and exploiting of pictures— men who-have eamed their reputS' tions in their chosen profession for their originality and resourcefulness. All of them have come up the hard way, proving their fitness for the positions they hold. Teriy Turner, chief of S. Barret McCormick's HKO exploitation department, has a back- ground of many years in. the field, and the originator of many outstand ing exploitation stunts, knows every nook and comer of the country and is on speaking terms with editors through the length and breadth of the land. ■ Turner has built up a staft of field men second to none, Bill Ferguson, the canny Scot of Metro, is another veteran of many outstanding exploitation campaigns and has had a staff of exploitation men covering exchange centers for years. Alec Moss of Paramount in the throes of organizing a field force to blanket the country, and with his many years of knowledge in exploitation and publicity is build ing up a field force of exceptional ability. 'Skip' Weshner, until re cently one of the outstanding execu' tives in the Stanley-Warner theatre chain in Philadelphia, is now at the helm of the United Artists exploita tion department. He is also enlarg- ing that department to cover the principal exchange centers. War ners, 20th Century-Fox and Colum bia are also giving a great deal of thought to this new and important development in picture selling. Branch Manager Welcomes 'Em Field men have a very definite and Important niche in the complex sell- ing branch of the producing and dis- tributing organizaUons. Where here- tofore they have been tolerated by some of the branch managers who, in the past, were fed up with the bom- bastic boastings of young and untried exploitation fledglings, they now welcome him as a brother in arms— as a valuable addition to his sales organization. He finds in the ex- ploitation man a direct contact be- tween his sales f6rce and the e}(hibi- tor. He has discovered that the field man who knows his P's and Q's, who is seasoned and not 'fresh' is his answer to many vexatious argu- ments that arise between the ex- hibitor, the salesman and the branch manager. ambaS^dor. This especially holds true in the smaller of the independ- ent situations where the aid of an exploitation man sent out from the exchange center, is the difference between low and high boxoffice grosses—and when b.o. grosses are profitable, relations between the seller and buyer are on the up and up. This is aptly illusUated by a re- sume of the new order of things made by Charles Truran, genial, shrewd and one of the outstanding exhibitors of northern Pennsylvania. Truran is the manager of the Park, Meadville, Pa., and is the hero of all the film salesmen and exploitation men who come in contact with him. Besides being an exceptionally good showman, he also knows the value of exploitation and publicity and is ever ready to back his judgment by deeds. 'Once Upon a Time' The exploitation man is of great value, to the exhibitor if, for noth- ing else, that he brings with him friendlier and better feeling be- tween the exhibitor and the com- pany he represents,' said Truran. "The exhibitor feels that if a picture company can send a special field man to his theatr«. to aid and help him put over a picture that is deserving of that help, that such a gesture Is more than appreciated and engen- ders a better spirit aU around.' "There was a time,' continues Tru- ran, 'when a picture company would send around a youngster who spoke of doing the most impossible stunts, or a man who had very little experl (Continued on page 26) INDIE OP CASHES IN ON DEFENSE STAMP SALE Philadelphia, May 6. Max Kuperstein, manager of the Tioga, North Phllly Indie, on Satur- day (2) utilized the opening of the sale of defense stainps for an atten- tlon-gettlng exploitation stunt At his 'Kiddies Club' naatlnee, he called up six urchins who liad birth' days during the week and presented them with books containing a 25c defense stamp. The stunt cost him $1.50 but got him several thousand dollars in publicity in pictures and stories in the dailies. f40,000 N.Y. PREEM EXPENSE ON mi* RKO took a long time making up its mind to release Orson Welles' 'Citizen Kane,' but when it did it gave it works. Company spent more than $40,000 for the New York preem at the Palace last Thursday (1). Opening was preceded by large- space ads in all but the Hearst dail- ies in New York for a total lineage bill of $25,000, spent $6,000 on bill- boards, $5,000 for the marquee sign $2,500 for fountains and greenery in the theatre and another $750 to bring Welles and entourage east. New type of illuminated lobby display was fiashed at the Palace two-a-day opening of 'Citizen Kane. Ballyhoo is latest development of cardboard and plastic being pre- pared for national distribution by National Screen Accessories. Effect is equally potent in daylight or after dark. Fratnes are standard two-sheet dimensions containing hidden lighting fixtures which pro- duce suggestion of red and blue neon lettering. Not So Still Hollywood, May S. Cameras on the Warner lot registered a new one-week high In still photography, with a total of 22,300 prints. Rush of portraiture was the re-' •ult of heavy demands by news- papers and magazines for stills on current pictures. SERENADE' CO-OP ADS DEPART FROM ROUTINE Radical departure from routine advance cooperative newspaper ad- vertising with first run accounts is being credited at Columbia Pictures for the excellent initial showings of Penny Serenade.' Fact that the fihn is being released in many key cities without benefit of the pub- licity accruing from early stands in New York and Chicago has focussed interest on the campaign executed by Nate Spingold.- Sales department set the film in 45 key cities for release, weeks of April 14 and 21. Broadway show- ing is deferred at the Radio City Music Hall until May 28, account of prior bookings. Spingold prepared two advance newspaper display adsi, each 360 lines, to appear exclusively ;0n pages two or three in all first-run cities. In all, 104 newspapers are being used in the campaign. First day's copy is a statement addressed to George Stevens, director of the film, and signed by the two stars, Irene Dunne and Cary Grant. Follow up individual endorsements of the picture by Claudette Colbert, Norma Shearer, Rosalind Russell and Lo- retta Young. Instructions to news- papers specify that no theatre name or play-date shall appear as part of the two advertisements. Third-day copy is carried on the amusement pages with emphasis on opening date and theatre. Theory of moving film advertising to front sections of dailies is to catch the attention of heavy current read- ership of international news. $1^,100 llieatre Lease Award; Odier House and Exchai^e Items Sandusky, O., May 6. Court of Appeals here has upheld Judge R H. Savord's ruling favoring Seitz Theatre Co. in its suit against General Theatre Co. for $162,100, plus interest This is the largest Judgment ever returned here. Original judgment covered a claim for damages for the loss of antici- pated rent under a 16-year lease on a theatre structure here, now known as the State. Seitz Theatre Co. sought damages for 10 years which lease had yet to run when allegedly for- feited by the lessor for non-payment of rent. Court of Appeals upheld lower court decision..^P favor ot\i Seitz. Stelnbnch's U.S. Berth Cleveland, May 6. Everett Steinbuch, recently re- signed from Loew's State as house manager, going into Governmental work. Appointed last week deputy collector in Cleveland offices, of Fed- eral Bureau of Internal Revenue, with entire Cuyahoga County as his territory. With laoew's - here for seven years, his post is being filled by Maurice Drucker, acting manager. Milt Hope, nephew of Bob Hope, also quit assistant managership of Loew's Park last week to enter his uncle's metal plant in which Hope has a large piece. Carl Rogers, succeeding John New- kirk as manager of Loew's Granada. Formerly assistant of Loew's house In Harrisburg, Pa., and got his start here iq chain-some years ago. New- kirk taking over Beachecliffe, Rocky River nabber, for John Kalafat, owner of string of houses. liberty' Gets Sendoff By LaGoardia in N. Y. Fact that "Land of Liberty' will begin playdaies In New York City this week was given cognizance by Mayor F. H. LaGuardia in a special message. Film Is set to play Loew's and RKO circuits between May I and May 21. Profits on the aU industry compilation go to war relief funds, with $50,000 already ear- marked for the" British War Relief. LaGuardia proplamation also was backed up by an endorsement by James Marshall, 1 head of the N. Y. City Board of/Education. Public, parochial and pilyate schools are co- operating to provide chances for pupils to s'ee the picture. The Branch Manager has discov ered that a tactful and diplomatic I ance at tS, more than exploitation man is the good will I raised for the fund. Dailies Splurge on Preem Of New Canadian House The three Vancouver, B. C, news- papers splurged on the opening of the new 1,347-seat Vogue in that city recently, devoting several full-page spreads' to the latest addition to Odeon Theatres of Canada, Ltd. The News-Herald issued a souvenir edition, eight-page insert. Besides the ordihary interest the premiere attracted unusual interest because of the benefit for the Queen's Canadian Fund to aid air raid victims. With minimum sub-, scriptions for this opening perform- $6,500 was Press-Charity Preem For 'Barbara' in N. Y United Artists has arranged a dual-purposed preem for Gabriel Pascal's 'Major Barbara' at the. Astor, N. Y., next Tuesday (13) night. It will be a combo press preview and benefit performance for the Royal Air Force Benevolent Fund. Holding out the tickets it needs for the newspapers. UA is handing a block of tickets to the British fund. These will be sold at $5 each. Preems for the press, who usually occupy only a small part of a full- size theatre, are generally filled out with h.o. employes and friends, who will be eliminated in this case. With the regular opening of 'Bar bara' Wednesday (14) morning, Astor will revert to continuous run, regular admissions that character ized the lengthy stay of the last Pascal-Shaw pic at the house, 'Pyg- malion.' Other pix at the Astor since then have been shown on straight roadshow basis, two-a-day, reserved seats and $2 admish. Bolton's Mex. Pickup Hollywood, May 6 Whitney Bolton, new chief of pub- licity for David 0. Selznick, left for Guadalajara, Mexico, to fetch back 'the five Rayes Bros., a musical act slated for work in a forthcoming Selznick picture. ; While in Mexico, Bolton will ar range for the world rights on three Mexican ballads, also for a future Selznick film. A. A. Schubart OK A. A. Schubart, manager of RKO exchange operations, is expected b^ck from Chicago some time this week after recuperating from an operation for appendicitis. Schubart was forced to undergo a hurried operation in Chicago while making a tour of exchanges. Robt. Murphy Beslgns Buffalo, May 6. Robert Murphy, formerly chief booker of Shea-Paramount chain here, and more recently booker for the three-house Par-Hayman Ni- agara Falls pool, has resigned. Mur- phy was formerly chief barker of the local Variety Club. 20th Century theatre (Dipson) will replace its male service staff with usherettes beginning May 1 in the interest of a 'more streamlined system of personality service.' California territory formerly cov- ered by Foster Blake, recently ap- pointed branch manager in Seattle Harry. Vinnecof, indie operator' bought the Congress here from Steinberg Bros, and will carry on as 2Sc house. Southside Theatres and Fanchon & Marco are starting construction on a new 1,500-seat deluxe nabe here on Imperial street. Harry Wineberg, formerly with Columbia Pictures, \closing deal to buy the Oriental from Irving Carlin and Max Sinker, operators of indie chain in L. A. House seats 800. Ben Fish, western district man- ager for United Artists, added the Salt Lake City area to his territory. His other districts are Los Angeles, San Francisco, Portland and Seattle, Areharta Sell and Buy One Des Moines, May 6. Mr. and Mrs. E. C. Arehart have sold the Strand, Milford, la., to Mr. and Mrs. Marvin W. Leritz of Sibley, la. Areharts. have purchased the Hollywood, EstherviUe, la. Leon Place of Milford will be resident manager there, the Areharts con- tinuing to live in Milford. Joseph L. Delist Resigns Pittsburgh, May 7. Joseph L. Delisi, for last 12 years head of the Nany Glo (Pa.) Amus, Co, has resigned and Thomas Bello, associated with Delisi at the Capitol and Family theatres there since 1932, will succeed him. Change takes place July 1. Walter Kessler, assistant at Penn, will leave middle of next month to spend 10 weeks as Loew relief man- ager over territory managed by Mike CuUen. He'll be replaced here by Frank Reller, student assistant. Kessler's mother and sister, who have been living here with him, are going to Long Beach, L. I., for summer. M. A.' Lewis, from Memphis office, promoted to booking department of U exchange -here, taking over post made vacant by move-up of several employees following resignation re- cently of Dav e Barnholz as city sales - man. George Leiko, former manager of RKO exchange here and later In Cleveland, has joined sales force of U's Los Angeles branch. Briefies: Harry Kalmine will be toastmaster at joint testimonial dinner for Abe WeiAer and Joe Gins in William Penn Hotel on Monday (12). Philly Shorts Philadelphia, May 6. New members of Tent 13 include Vic Blanc, Raymond Rosen, Major Stanley Root, Alexander Rosenman, David Bortin, . Benrad Krow, Ber- tram Wolfe, Stan Lee Broza and Roger Clipp. Eddie O'Donnell, Vitagraph booker, set for altar trek within next couple weeks. New RKO exchange building will get underway within th.2 next couple of weeks. Frank Blum planning new theatre in Bala section. Louis (Pop) Korson, %ne of the local pioneers in the film industry, will be given a testimonial dinner by the Variety Club May 27. He leaves to take up permanent resi- dence In California. Ed Lebby In Detroit Detroit May 6. Replacing Fred Bonnen, who re- signed after 21 years of handling the area first for Pathe and later for RKO, Ed Lebhy has taken over the Thumb district of Michigan for RKO. Lebby comes to the district from the Pittsburgh exchange. Another for San Diego Los Angeles, May 6. Lou and Gus Metzger and Harry Sre^e are building their fourth thea- tre in San Diego, to be named the Tow;er, .slated for completion by Sept 1. Their other three houses in that town are the Broadway, (^- brillo and Spreckles. L. E. Kennedy, with Columbia Kctures in Salt Lake City for two years, moved into Los Angeles to succeed Harry Wineburg as city salesman. . . W. C, Ritcr resigned as branch manager for Producers releasing Corp. Standard Enterprises, Inc., inde- pendent chain operators, leased the Sierra theatre in Sacramento for 10 years at a rental in excess of $150,- 000. In addition to the lease, the new owners paid $25,000 for the equipment to Blumenfeld (Circuit, former operators of the house, and spending $25,000 more on remodel- ing. G. J. Malatronte, formerly with Universal's home office, takes over the Los Angeles exchange, including Arizona Carey's Shift Bellingham, Wash., May 6. James Carey, former city manager at Vancouver, Wash., for Evergreen, new city manager here for the same organization. Tom Clanton, former assistant to Carey, advances to city managership at Vancouver, for Kig- gins and Castle theatres. Evergreen houses here are Mount Baker, Ava- lon and American. Bob Allen to Seaitle Seattle, May 6. Bob Allen is new assistant mgr. at Palomar (Sterling), where Jerry Ross is manager and emcee. -He succeeds D. Schmaale, resigned. Ernie Rose, lately with Evergreen in Spokane and more recently mgr. at Roosevelt (Sterling), transferred to management of Colonial (Sterling). M. & P.'s Realignment Boston, May 6. M&P Theatres managerial changes in the New England sector as result of the recent death of Armand J. Moreau, district manager for Maine, New Hampshire and Vermont. Ches- ter L. Stoddard, district manager for the North Shore district in Massa- chusetts, takes over Moreau's terri- tory. Jack C. Goodwin, managing di- rector of the Metropolitan, Boston, promoted to district manager, suc- ceeding Stoddard in North Shore sector. John B. Carroll promoted -from manager of the Paramount Boston, to managing director of the Met; and Ben Rosenberg shifts from the uptown Fenway to manage the Par. Abner Pinanski, formerly rhanager of the Modern, Boston, now manag- ing the Fenway; and his former as- sistant, Harry Goldberg, is new man- ager of Modern. Goldberg's new as- sistant is Hibbard Henderson. Bob Sternberg remains city manager of the Boston Houses. Usher's $500 Art Prize barren" Brown, an usher at the RKO 81st :St., N. Y., is the winner o£ the $500 prize offered to the artist painting the best picture of the dress Mrs. F. D. Roosevelt wore at the recent Presidential inauguration. It was offered by Isaac Lieberman, president of Arnold Constable, and New manager succeeds; J""^6" mcluded Howard Chandlei Sam Minton,. who assumes northern Christy.