MODERN

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CHESTER FRIEDMAN
EDITOR
HUGH E. FRAZE
Associate Editor
8umm
SECTION
PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN
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Many times we have listened to
visiting- firemen gripe that film distributors
spend too mueh of their
advertising budget on the spectacular
signs which herald new films at
Broadway theatres. Considering the
number of people, both New Yorkers
and visitors from the hinterlands,
who see these signs, we think the
money is well spent, except where
the distributor sinks the bulk of his
advertising budget for this.
Last week, when "Battleground"
opened at the Astor Theatre, MGM
unveiledi a spectacular display sign
and a flash front which embodies
color, beauty and attractability, and
which for sheer patriotic appeal,
outdoes anything we have seen in
years except possibly the Freedom
train. Never have we seen the Red,
White and Blue wave so gloriously,
so vividly, so stirringly.
.\lmost like a magnet, we have
found ourself unconsciously drawn
to the Astor every night during the
past week. The comments of hundreds
of pas£«rsby agree with our
own impression that here is beauty
combined with color and a sock
sales message that qualifies as sheer
showmanship.
For the time being, or perhaps at
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least until "Battleground" concludes
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its Astor engagement, maybe the
film companies could divert
advertising dollars into other
channels rather than try to buck
the
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tough competition from Old
Glory
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^^OXOFTICE Showmandiser :: Nov. 19, 1949
Dempsey-Rooney Tour
Sparks Wheel' Debuts
Jack Dempsey, co-producer of "The Big
Wheel," made personal appearances at premiere
showings of the picture in key cities
to provide publicity impact reflected by front
page newspaper space, extensive radio time
and pubhc excitement.
Capitalizing on the popularity of the exheavyweight
champion of the world, local
theatremen and United Artists exploiteers
promoted saturation press and radio coverage
in Indianapolis, Detroit, Cincinnati and
Chicago. The ex-champ was accompanied by
Mickey Rooney, star and co-producer, in the
personal appearance tour.
In Indianapolis, Boyd Sparrow, manager
of Loew's Theatre, arranged a parade of open
cars and police escort to take the celebrities
from the railroad station on a tour through
the downtown business area, en route to their
hotel. Fourteen separate radio appearances
were sandwiched in between interviews with
newspapermen and appearances at functions
sponsored by leading organizations.
At a Quarterback luncheon of the Indianapolis
Athletic club, the governor of the state
presented Dempsey an award in recognition
of his contribution toward the advancement
of sportsmanship and for his share in promoting
the annual Memorial day race classic.
The Indianapolis Star sponsored a contest
to select local teen-agers to represent "Big
Wheels." Entry blanks and attendant publicity
were run in the Star each day for ten
days, with continuous plugs for the picture
premiere at Loew's.
For the Cincinnati premiere at the Keith
Theatre, Nate Wise, publicity director for
RKO Theatres in the city, promoted a "Mr.
Big Wheel" contest sponsored jointly by the
Cincinnati Post and the Police Athletic
league. The contest was front paged for a
week and was climaxed on opening day of
the picture by the announcement of the
winner. The Post also came through with
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comic stiiij drawings and captions in the
Curley Kayo strip with credit for the Keith
premiere.
Maximum air time was lined up. Dempsey
appeared on the Paul Dixon program, WCPO-
TV; on Dick Bray's program, WSAI; Waite
Hoyt's sportscast, WCPO-AM; Dick Nesbitt's
radiocast, WKRC, and with Don Lee, over
WLW. Interviews with sports editors and
columnists also reaped a harvest of free newspaper
space in the news and sports columns.
In Detroit, Alice Gorham, ad-publicity
manager for United Detroit Theatres, and
Ben Kaufman, UA field man, teamed up to
attract special attention for the local premiere.
A contest was devised in which the
public was asked to select "Big Wheels"
from a list of prominent names in various
sports and business fields. The Oldsmobile
dealers sponsored large co-op newspaper ads
plugging the opening and Dempsey appearances
on all principal radio shows, and a
luncheon for sports writers and commentators
assm-ed the premiere of saturation publicity.
Chicago newsmen and radio reporters
gave Dempsey a royal welcome in connection
with the film opening at the Oriental Tlieatre.
During his ten-day stay in the Windy
city, Dempsey renewed acquaintanceship
with the sports reporters in innumerable interviews
and guest appearances on radio and
television. The picture received prominent
mention throughout.
In Akron, for the pictm-e's date" at the
Loew's Theatre, Dempsey presented "Big
Wheel" emblems to all Beacon-Jouinal News
carriers. He was hosted by the Junior Chamber
of Commerce at luncheon and was interviewed
by news and radio representatives for
extensive publicity breaks.
Car and bus card advertising, newspaper
advertisements, window promotions and radio
spots helped to create additional interest.
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