Warners

Zenith Distributor Tieup Spreads
Interest in 'Jolson
at Savannah
Mm
Leslie Swaebe, manager of the Avon Theatre,
Savannah, Ga., contacted the distributor
of Zenith radios and obtained nine excellent
window displays in music and record shops
throughout the city to publicize "Jolson Sings
Again."
Each of the music stores devoted a complete
window to the display. Set against a black
background, cutout hands, eyes, mouth and
bowtie covered with metallics gave the general
idea of the famous Jolson pose. In the
foreground was a life-size cutout of Larry
Parks in a singing pose, and a large sign calling
attention to the theatre dates. From the
top of the window to the bottom, production
stills were placed in orderly array, along with
albums of Jolson song hits.
The Zenith distributor provided special
window cards which were also displayed, and
many of these were placed in other windows
throughout the city. The Decca Record Co.
supplied Jolson records to juke boxes, the
latter tagged with stickers, and additional
records were furnished to disk jockeys on
three radio stations. According to Swaebe,
although no money was spent for radio promotion,
free plugs received in connection with
the records netted greater coverage than a
paid campaign.
Menu imprints in downtown restaurants
and soda fountains also helped to promote
the playdates.
Swaebe had a print of the picture flown to
Savannah by the Delta Airlines, and after the
newspaper refused to run the photo, he had