Boxoffice-Febuary.07.1948

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Illustrated Cutouts
Add Marquee Flash
For 'Captain' Run
'd
Railroad Safety Tieup
Made for 'Double Life'
Engaging in a long range advance campaign
for "A Double Life." scheduled to open
at the RKO Palace in Chicago, publicity
manager Lou Mayer tied up with the Pennsylvania
railroad's Chicago division 1948
safety campaign.
More than 5,000 pledge cards have been
distributed to division employes and 100 sign
posters have been set up urging the employes,
"Don't lead 'A Double Life' . . . Stay
on the right side of the tracks."
The pledge cards are numbered, and holders
of lucky numbers will receive passes to
see the picture during its February engagement
at the Palace.
Campaign Is Geared
To Charity Appeal
For 'Big Heart'
Teaser trailers used two weeks in advance
of "Captain Fiom Castile" helped to provide
word-of-mouth comment on the picture for
William Eagen, manager of the Longview in
Longview, Wash.
For outside exploitation, Eagen prepared
framed 11x14 photo displays with theatre
signature and playdates lettered in. These
gave him access to windows which or.dinarily
object to displaying regular window cards.
Lithograph cutouts were used on the attraction
sign to give the marquee a striking effect.
A 9xl5-foot banner hung over the marquee
was illuminated at night. Three-sheet
cutouts were placed between the entrance
doors, and a cutout of Tyrone Power from
the one-sheet was set into the boxoffice.
Bookstores were promoted for special window
displays tying in the novel with the
Longview playdates. Teaser newspaper ads
stressed the "epic adventure" aspect of the
film and "regular prices for this engagement."
For "Carnegie Hall," Eagen arranged an
interior store display at Korten's music shop,
highlighting records. Programs were used as
inserts by the store, which also supplied a
lobby display for the theatre, consisting of
two pianos and a record display. Newspaper
and radio advertising supplemented the campaign.
Jim McCarthy Fills Breach
In Wall With T-Men' Plug
Jim McCarthy, manager of the Warner in
Memphis, revived an old stunt with good effect
while the back wall of the theatre foyer
was being torn down for alterations. Mc-
Carthy placed a large sign in front of the
opening reading, "We are tearing out the
walls to make room for the crowds expected
to see 'T-Men,' opening here February 5."
His alert showmanship gave the theatre the
benefit of this unusual type of display at
the cost of the sign, prepared by the house
artist.
Welcomes 'Strangers'
For "Welcome Stranger," Oscar Miller,
manager of the Bob Burns Theatre in Van
Buren. Ark,, distributed several thousand
calling cards with copy, "Welcome Stranger
. . . Here's a Sure Cure for the Blues," in
stores, offices and schools.
32
Star Inspires Co-Op Ads
On Milk and 'High Wall'
The personal appearance of Audrey Totter
in Dayton in connection with the opening of
"High Wall" inspired Bill Reisinger, manager
of Loew's Theatre there, to arrange a
series of newspaper co-op ads in which the
star endorsed milk. The ads, which ran in
all the local newspapers, featured a large
cut of Miss Totter drinking milk, with a
credit line mentioning her appearance at
Loew's. The ads were sponsored by the Milk
Dealers Ass'n of Dayton.
Miss Totter was greeted at Union station
by press photographers, with special art
breaking in the Journal, News and Herald.
All the newspaper columnists gave her personal
appearance extra space.
Small Boxoffice Stage
Heralds 'Carnegie Hall'
Harold Kopp, manager of the Lido in Los
Angeles, turned the top of his boxoffice into
a showcase to promote "Carnegie Hall." Kopp
built a small stage set, placed it over the cash
window and surrounded it with small photos
of the stars. Recordings, amplified, helped
to carry out the theme.
Sweet Tieup
Tiein arranged by Harold Mortin, manager
of the Slate, Syracuse, N. Y., pays
tribute to local fire department and
helps advance publicity for "It Had to
Be You." Eighty-pound cake promoted
from bakery was used in the lobby as
basis of a "Can You Guess the Weight?"
contest. Cornel Wilde is starred as a
fire eater in the film.
—372—
Billed as "The Big Heart," and going on
exhibition just about Christmas time, A. J.
Brown, manager of the Empire in Cardiff,
Wales, publicized "Miracle on 34th Street"
and at the same time induced the public to
give some aid to the blind children of the
community.
Brown approached the secretary of the
National Institute for the Blind and received
permission to erect a collection box in the
theatre lobby.
An excellent display was arranged in the
lounge of the theatre, which Brown promoted
at no cost from a display firm. The display
took the form of an old-fashioned fireplace
which carried an appeal to the "big heart"
patrons to think of the blind children at
Christmas time.
Despite the difficulties of obtaining press
space, the South Wales Echo came through
with daily stories leading up to a two-column
art break on the presentation of the check
to officials of the institute.
Brown also was able to set full window displays
in six leading stores in Cardiff, centering
around a picture of Edmund Gwenn in a
Santa Claus costume, with title and theatre
playdates prominently shown.
'Good News' Issue Pointed
By Wilmington Paper
By dint of persuasion in building up friendly
relations with two of the toughest newspapers
in the country over a period of ten
years, Edgar J. Doob, manager of Loew's Aldine
in Wilmington, Del., promoted a souvenir
edition of the Journal-Every Evening to exploit
"Good News."
The newspaper printed 1,200 copies of the
souvenir edition featuring the banner headlines,
"Good News Coming." The page was
plated with art and a story of the exhibition
at the Aldine.
Record Player Promoted
In 'Stallion' Contest
A "Red Stallion" contest arranged by|
Adolph Baker, city manager for Malco Theatres
in Owenboro, Ky., offered a portable I
electric record player and record albums toF
the children who submitted the best color!
drawing depicting the fight between the beari
and Big Red.
Baker promoted the record player, albums,;
heralds and mats at no cost from cooperating
merchants, and tied up to have entry blanks'
distributed in all art schools and throughout^,
the school system.
BOXOFnCE Showmandiser :: Feb. 7,