Here is the answer ... in a strange flight from fear — and one of the greatest LUPINO woman-hunts ever staged. Here is suspense . . . that builds and builds like the iowanJi ! "^^f\ pounding beat of an excited heart to one of the DUFF , ^ screen's most unforgettable lai climaxes! McNALl y^i:-
i Automobile Giveaway Shared by Fox Houses And Independent Aji annual automobile giveaway, sponsored through a novel tieup between the independently operated Trail Theatre, three Fox theatres and local merchants in Port Collins Colo., helps to bring seven weeks of exceptional business to the participants. The promotion is undertaken each year by Robert Pennock, city manager for the Fox houses, and Frank Aydelotte, manager of the Tra'l Theatre. The two showmen work together, calling on the various merchants and setting up the deal. Each merchant contributes $150 to underwrite the seven-week promotion. Sixteen merchants took part in the 1949 tieup. Each one receives coupons to be distributed to store customers with cash purchases or payments on accounts. The money collected under- WTites the cost of a new car and a weekly cash giveaway of $100 which is cumulative if not won each week. The fund also provides jumbo window cards, coupon containers for the merchants and theatres, trailer, lobby displays, street car banners, etc. Drawings are held at alternate theatres each week, with a four-way hookup between the houses so that announcements by the master of ceremonies are audible to audiences in each theatre. Each year the promotion is tied in with the Fall Harvest Movie Festival. The new car, which is the top award, is exhibited at the theatres and in front of the participating merchants' establishments thi-oughout the seven-week period the giveaway is in progress. 'Holiday' Contest Staged For Amateur Photo Fans With the cooperation of a number of Phyllis Bell models. Vince lorio, manager of the Trans Lux Theatre, Washington, promoted an amateur photographers' contest to exploit "Holiday Inn." Hobbyists were invited to take pictures of girls posed with life-size cutouts of Bing Crosby and Fred Astaire, stars of the film reissue. The contest ran for four days. Photo equipment and merchandise were awarded for photos depicting originality. Entries were judged by the Photo Editors of the Washington Post, Times Herald. Daily News and Evening Star. The contest was played up in the photo sections of the daily newspapers. Strong 'Quartet' Buildup Launched by Screening Screenings for newspapermen, radio commentators, educational officials and heads of women's groups were set up by Bob Eagen, manager of the National Theatre, Richmond. Va., for "Quartet." Local PTA groups aided in the distribution of heralds and mailing pieces. The Civic Music Ass'n made its entire maiUng list available to the theatre. Newspapers cooperated with liberal feature stories, book shops devoted window space to still displays and theatre signs, hotels and four affiliated theatres in the city displayed lobby boards and gratis announcements and plugs were promoted over radio stations WRVA, WHGB, WLEE, WXGI and WRNL. TORMENTED yBT?W?TT?WnWff^ HI .1 SOIL . .Vf:.in/.V(, n;.\H TH.xr VHHt:.\Ti:.\t:n TO nUECK TIIKIH 1.11 KS! •LOST ItOIINDAItlES^ •"" tUlUKl PUISOH Ma fBHIBI UlUaA IB tKHMO HYITOM SUSAN Doueus msT msHmJON SHOwmi OPENS WED.' One of a series of dramatic ads created by Bill Hoyle, ad-publicity director for Lichfman Theatres in Washington. The Lincoln is the leading Negro theatre in the nation's capitaL The campaign helped to convey the story theme wnth impact and special appeal. Radio Listeners Try For 'Samson' Ducats An extensive tieup with the White Rock bottling company, through a contest on their WNEW radio program starring Martin Block, wlU help to exploit "Samson and Delilah" prior to its New York premiere. The contest calls for listeners to identify a tune and submit letters on why they prefer White Rock soda. Eight hundred metropolitan radio listeners will be selected from among contest entrants to be special guests at a "Samson and Delilah" preview at the Normandie Theatre prior to the regular opening at the Paramount and Rivoli theatres. In addition to the radio plugs, the White Rock company distributed 12,000 window displays of counter cards and 500 package inserts to retailers in the New York and New Jersey area. The tieup was consummated by Paramount Pictures exploiteers, under the direction of Max Youngstein, national director of advertising and publicity. Mayor and Police Chief Hail 'Trooper' Short When Fi-ank Eldridge. manager of the Capitol. Concord, N. H., played "State Trooper" recently, he enlisted the aid of the mayor and the superintendent of state police in getting extra newspaper publicity for the short. A picture of the mayor and superintendent and several troopers was taken and the Concord Daily Monitor published it. along with a story including mention of the screen program booked at the Capitol. TV and Texaco Tieup Give Extra Punch To 'Laughing' Nate Wi.se, publicity director for RKO Theatres in Cincinnati, concentrated the majority of his promotional efforts for "Always Leave Them Laughing," which opened at the Palace Theatre, on Milton Berle's popularity with television audiences. The tieup was made with station WLW-TV, outlet for the Berle show in Cincinnati, for ten gratis oneminute plugs via a trailer. Wise al.so obtained from the station manager a list of television set owners. Nearly 15,000 families on this list received postal cards carrying a direct plug for both the Berle television program and "Always Leave Them Laughing." Five additional mentions for the playdates were received by providing the Petticoat Party Line show with a few passes for its audience participation giveaway. A second line of promotion was opened by contacting Texaco, sponsor of the Berle TV program. Two-color cards plugging the Palace booking were placed in 90 gasoline stations throughout the area. Cooperative newspaper ads were obtained from the H&S Pogue Co., featuring a Milton Berle toy, and windowdisplays were arranged in Pogue's, RoUman's, and Sears in addition to displays in their toy departments. An advance setpiece used in the Palace lobby featured the star in a variety of characterizations, attracted widespread attention. All local dailies gave the picture advance and current publicity and art breaks. Special newspaper ads were placed on the radio and television page of Cincinnati's three principal papers. Studebaker Tieup Spurs Worcester, Mass., 'Wind' Displays in ten of the most prominent windows in Worcester. Mass., helped "Gone With the Wind." Robert Portle, manager of the Elm Street Theatre, and his assistant E. J. Labar lined up the locations. A 1950 Studebaker was promoted for street ballyhoo, bannered with signs reading: "The horse and buggy days are gone, but see 'Gone With the Wind,' etc." The Worcester dally newspapers, Sunday papers and the Jewish Civic Leader ran feature art and stories, and five gratis plugs were promoted from radio station WTAG. When answering telephone calls, cashiers told patrons that "Gone With the Wind" was playing a return engagement, and special announcements were made at several night spots to promote extra interest in the playdates. Riders Club Organized Fred Utter, manager of the Palace, Morristown, N. J., recently organized a Roy Rogers Riding club at his Saturday kid matinees. Each youngster has received a membership card, and a punch card system will be used whereby members earn points toward Roy Rogers merchandise prizes by regularity in attendance. The prizes will be supplied by local dealers and merchants handling licensed items under the Roy Rogers trademark. A Roy Rogers picture is screened each week and various stage contests provide additional interest for the small fry. BOXOFFICE Showmandiser Dec. 24. 1949 — 439 — 35
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