Boxoffice - Feb. 17, 2014

Selling SecLt5
Ameiican Legion Night as
"69th" Debuts in Albany
Albany—An extended and diversified
campaign for "The Fighting 69th" paid
dividends in smash business at Warner's
Strand.
Exploitation, arranged by District Manager
Charles A. Smakwitz, Publicity Director
J. E. Curley and House Manager
Andrew Roy, started while Jimmy Cagney
and Pat O'Brien were heading to New York
for the opening at the Strand there. It
reached a peak in a local 'Wednesday premiere
designated American Legion night.
For this, the Warner management had as
guests Lieut. Gov. Charles Poletti, Atty.
Gen. John J. Bennett, a former state commander
of the Legion, and ranking officers
of National Guard and adjutant general's
office. They broadcast from the
lobby, over WABY. Legion officials, in
Albany for an annual dinner and meeting,
also attended.
The crack Fort Cralo Legion band from
Rensselaer paraded through one of the
main streets to the theatre and gave a
concert in the lobby as well as in the auditorium.
Patronage at subsequent performances
was particularly good, the week's
gross being one of the best the Strand
hung up in recent months. A preview for
representatives of all veterans' organizations
was held in the Warner Theatres
zone office.
Legion Corps Parades for
Film in Louisville
Louisville—The management of the
Mary Anderson brought the local American
Legion drum and bugle corps out in
full dress here for the opening of "The
Fighting 69th." The outfit paraded in
front of the theatre and then rendered
some patriotic numbers from the stage.
Special School Matinee
Held for "Hunchback"
Henderson, Ky.—A special Tuesday
matinee for the county consolidated schools
in the surrounding towns was promoted
by Manager Leon Pickle of the Kentucky
for "Hunchback of Notre Dame." The
show was held the third day of the attraction,
starting at noon, the usual opening
time being at 1:45.
In advance of the showing Pickle wrote
various English and literature teachers advising
them the show would be held only
in the event the attendance warranted it.
Also 100 Photoplay Guides were mailed to
the teachers in order to acquaint them
with the film. Many expressed their appreciation
on receiving the booklets and
asked to be sent literature on other outstanding
attractions, offering to cooperate
on other early matinees.
Pickie believes the goodwill between
teachers and students was worth as much
as the increase of business.
Blond ContestmMmMMMMmMMmm:KMM:tMMMMmL*lM.VmTtn
When "Blondie Brings Up Baby" was
set into the United Artists in Los Angeles,
Dave Martin, manager, and Earl
Jones, his assistant, held a male blond
popularity contest. The doorman. Bill
Crowell, won in a walk when the
public reached the boiling point. Even
the cops on the beat voted, per the
above.
Paramount Air Selling
Program Under Way
New York—The program of advance air
exploitation set up by Robert M. Gillham,
director of Paramount advertising and pub-
pOCKET BOOK, INC., publishers of
popular priced paper editions, has arranged
with Warner to publish a special
edition of Paul DeKruif's "Microbe Hunters"
under the title of "Dr. Ehrlich's Magic
Bullet."
With snow on the ground and the temperature
18 above, Manager Jack W. Fretwell,
manager of the State, Harrisonburg,
Va., hired a man in white linen suit and
straw hat for a special street stunt in his
campaign on "Ninotchka." The man carried
a sign with the following copy: "Don't
laugh at me, wait till you see Garbo in
'Ninotchka.'
For "The Cat and the Canary," Manager
Phil Manis of the Model, Philadelphia,
almost scared people into the theatre. He
had a replica of a coffin built which was
placed in the lobby a week in advance, and
the day the picture opened, the coffin was
moved to the front of the house.
Manager F. Kenny of the Cosmo, Chicago,
has started the "Shadow Club" in
conjunction with the showing of the serial.
A file of 500 children is kept on hand
and checked for regular attendance. A
box of Cracker Jack is given to the children
if they attend five consecutive serials
licity, for pictures on the spring schedule
is in full swing.
and each week names of ten members are
The air selling began when Ronald Colman
and Ida Lupino appeared on a na-
drawn on the stage and axcarded passes.
tional broadcast of the Good News program
as a plug for "Tlie Light That Failed."
Charles Laughton and Elsa Lanchester
appeared on the Lux program Monday
in scenes from "Sidewalks of London."
Jackie Cooper and Betty Field, co-stars
in "Seventeen," appeared on the Vox Pop
program Thursday. Betty Field appears
again Sunday on the Pursuit of Happiness
show.
Bing Crosby will start introduction on
February 22 of songs from "Road to Singapore,"
in which he appears with Bob
Hope and Dorothy Lamour. Two broadcasts
on this film will follow, one by
Crosby on March 15 and the other on the
Bob Hope show March 19.
Other films to be accorded the air selling
treatment:
"Dr. Cyclops," "The Biscuit Eater,"
"Typhoon," "Palms of Paradise," "Buck
Benny Rides Again," "Those Were the
Days" (formerly titled "At Good Old Siwash"),
and "Untamed."
Admits Promoted Students Free
Houston—The River Oaks, neighborhood
house operated by Interstate here, is offering
free admissions to local high and
grade school students promoted during the
present term. Students merely present report
cards at the boxoffice. Offer is good
for one week.
Lou Schaefer of the Paramount in New
Haven distributed 20,000 heralds house to
house on planted "Geronimo," 300 onesheets,
broadcast on and WELL
WBRY
and gave the schools 300 study guides.
•
Pictures taken of passersby were used
by Loew-Poli Hartford houses to sell "Little
Old New York." The pictures were
mounted on a board in front of the house.
Each person who identified himself received
a guest ticket to the show.
•
In Victoria, B. C, the Capitol arranged
a special lobby display of two nine-foot
high silhouette figures of "The Thin Man"
and 14 window displays ranging from tieups
on men's and ladies' clothing to a
special display in the pet shop windows
featuring wire-haired terriers. During the
showing of "Another Thin Man" the silhouette
figures were placed outside the
theatre.
Nautical Display
New Haven—Charlie Gaudino, student
assistant at the Loew-Poli, concocted a
lobby display of antique boats, wheels,
anchors, bells, etc., for "Little Old New
York."
BOXOmCE :
: February 17. 1940