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: March<br />
Creative Talent in Canadian Ads<br />
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When Larry Graburn returned Irom the war, he confided to the Showmandiser editor<br />
that he came back with some new thoughts on what display ads should look like to<br />
attract greater readership and interest. As director of advertising for Odeon Theatres<br />
in Canada. Grabum has attracted wide attention because his layouts are usually<br />
different. The illustrations above indicate that he imparts an individual perspective<br />
to his campaigns. Odeon managers are unanimous in their opinion thai his ideas<br />
and ads have been instrumental in getting extra revenue for their attractions.<br />
Stage and Screen Star<br />
Appears With 'So Evil'<br />
Ralph Saunders capitalized on the timely<br />
presence of Leo G. Carroll in Winter Park,<br />
Pla., to help exploit "So Evil, My Love" in<br />
which the noted actor is featured. Saunders,<br />
manager of the Colony Theatre, noticed that<br />
Carroll was appearing in a stage play at<br />
Rollins college. He approached the star with<br />
the idea of making a personal appearance<br />
on the stage of the Colony. Carroll consented<br />
and a picture was taken which appeared<br />
in the college Animated magazine.<br />
The president of the college also mentioned<br />
"So Evil, My Love" and the Colony each time<br />
he introduced Carroll.<br />
National Air Guard Unit<br />
Ties Up for 'Squadron'<br />
When "Fighter Squadron" played at the<br />
Riverside in Buffalo, Manager Harry Yette<br />
tied up with the National Air Guard and received<br />
a fine newspaper story. The story<br />
explained that a recruiting booth had been<br />
set up in the Riverside lobby and that guardsmen<br />
were on hand to provide information and<br />
enroll new members. Readers also learned<br />
that they might become more familiar with<br />
tactics and operations of the unit by seeing<br />
the picture. The air guard provided signs<br />
at the Buffalo airport announcing the theatre<br />
dates and had announcements made at<br />
public schools.<br />
High Society Is Given<br />
Top Attention at<br />
'Saraband' Bow<br />
The American premiere of "Saraband" at<br />
the Playhouse in Washington was handled<br />
as a class society event by Manager Gerry<br />
Wagner, leaning heavily on the society pages.<br />
The premiere showing March 10 was attended<br />
by social and diplomatic leaders and was covered<br />
by the Washington press as well as wire<br />
services and foreign press represenatives.<br />
As the result of a tieup with the Arthur<br />
Murray dance studios, several Washington<br />
hostesses entertained at "Saraband" parties<br />
following the premiere. The parties were inspired<br />
by the Arthur Murray version of the<br />
"Saraband" dance which was demonstrated<br />
on the half-hour television show over the<br />
DuMont station and in exhibitions throughout<br />
the city.<br />
Hildegarde made a personal appearance in<br />
conjunction with the opening, and the popular<br />
songstress plugged the picture during her<br />
appearance at the Statler hotel, where she<br />
was currently featured.<br />
A tieup with the British information service<br />
provided an opening for the display of<br />
stills and posters in all British government<br />
agencies, clubs and organizations. Eight<br />
thousand selected from the BIS mailing list<br />
received special mailing pieces. Cross trailers<br />
were used on the screens of the Little<br />
and Dupont theatres.<br />
Art critics for the Washington papers used<br />
feature stories and picture breaks in the<br />
main news sections of the portrait of Joan<br />
Greenwood, star of "Saraband," which was<br />
painted by Brian Stonehouse. The painting<br />
was unveiled at the premiere.<br />
Store tieups played an important part in<br />
publicizing the premiere. A "Saraband"<br />
fashion show was presented at the Statler<br />
hotel under the guidance of Helene Williams,<br />
fashion editor for the Washington Star. Radio<br />
publicity also played a prominent part<br />
in the campaign. The premiere broacast<br />
from the theatre lobby was handled by Hazel<br />
Merkel of WTOP, and the picture received<br />
numerous free plugs over WRC, WMAL.<br />
WINX, WOL, WWDC, WQQW and WPIK.<br />
Additional publicity stories concerning the<br />
premiere were used on the music pages and<br />
fashion pages of all local papers.<br />
Hookup With Red Cross<br />
Is Profitable for 'Sun'<br />
Larry Levy, manager of the Colonial. Reading.<br />
Pa., made an effective tieup in conjunction<br />
with the Red Cross drive which helped<br />
promote his playdates on "The Sun Comes<br />
Up." Three hundred 11x14 cards were imprinted<br />
with copy, " 'The Sun Comes Up' for<br />
somebody somewhere when you give to the<br />
Red Cross." These were distributed by members<br />
of the local Red Cross chapter.<br />
Gets Space Worth $1,300<br />
A ten-day serialization of "Three Musketeers"<br />
with full art illustrations was promoted<br />
in the Hamilton Spectator, by Bob<br />
Maynard, manager of the Palace Theatre in<br />
Hamilton, Ont. The publicity broke In advance<br />
of the opening in daily installments.<br />
At current ad lineage rates, Maynard estimates<br />
the tieup netted more than $1,300 in<br />
free<br />
publicity.<br />
40 —90— BOXOFFICE Showmandiser<br />
:<br />
26, 1949
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