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Co-Op Tieups Push 'Ends of Earth'<br />
Publicity to Ends of New Haven<br />
A tieup with a chain of 65 grocery stores<br />
in the New Haven area was the feature of<br />
Manager Morris Rosenthal's campaign to<br />
publicize "To the Ends of the Earth" at the<br />
Poli Theatre.<br />
Rosenthal arranged for the distribution<br />
15.000 numbered heralds in stores. Customers<br />
of<br />
wlio found their numbers posted on<br />
a lobby board at the Poll were given passes<br />
to the picture on opening day.<br />
The stores displayed 200 cards announcing<br />
the stunt. The Allen drug -stores cooperated<br />
in a slogan contest in which their patrons<br />
were invited to complete the sentence. "I<br />
prefer to patronize Allen's, because ." . . The<br />
company ran a three-fifth page newspaper<br />
ad publicizing the contest with free tickets<br />
to see the Poli attraction as the prizes.<br />
PLUGS ON STORE PENNANTS<br />
The picture and playdates came in for<br />
top billing in all advertising, including pennants<br />
which w'ere displayed in each store,<br />
with counter and window displays. The merchant<br />
also donated 25 bottles of imported<br />
cologne for presentation to the first 25 women<br />
who arrived at the theatre opening day.<br />
Rosenthal provided all downtown restaurants<br />
with illustrated doiUes imprinted with<br />
the starting dates. He tied up a total of seven<br />
full window displays.<br />
Radio promotion included free advertising<br />
over WNHC, which offered a Dick Powell<br />
souvenir record album to the first ten persons<br />
bringing in an old Dick Powell record.<br />
The same stunt was worked successfully for<br />
five days with WAVZ. Spot announcements<br />
were also promoted on the Yale university<br />
station which is piped into all dormitory<br />
rooms of students.<br />
CROSS TRAILERS IN OTHER HOUSES<br />
Cross trailers at all local Loew houses,<br />
hotel displays, and a special front gave added<br />
impetus to the campaign.<br />
The army recruiting service distributed<br />
200 cards tying the title in with an enlistment<br />
message and used ten poster A-boards<br />
to promote the tieup in addition to two full<br />
window displays.<br />
On opening night the New Haven press<br />
extended an invitation to the wives of all<br />
former soldiers who married abroad to be<br />
guests of the management. The idea was<br />
to have representation from "The Ends rif<br />
the Earth" on hand.<br />
Merchants Sponsor Party<br />
For Valentine Program<br />
A Valentine show and party for kiddies held<br />
Saturday morning at the Lido in Maywood,<br />
111., proved very successful for Manager Leo<br />
Haney and resulted in a complete sellout,<br />
despite a feature cartoon as opposition.<br />
The program consisted of 15 color cartoons,<br />
and free gifts plus 100 giant Valentine<br />
books promoted from a local merchant were<br />
distributed to the childi-en. The merchant<br />
also devoted a fiUl window display to the<br />
show and sold tickets at his store two weeks<br />
In advance.<br />
Large newspaper ads in the Maywood Herald.<br />
Sentinel and Bellwood Star-Progress,<br />
plus numerous gratis stories, attracted considerable<br />
attention as did the distribution of<br />
heralds, special house programs and an unusual<br />
lobby display.<br />
Black Book Hypos<br />
Little<br />
'Adventuress' Interest<br />
Tw'o attractive 40x60s helped to focus attention<br />
on the booking of 'The Adventuress"<br />
at the Century Midwood Theatre in Brooklyn.<br />
Manager Howard Cohn had one display<br />
selling Deborah Kerr and the "mystery of the<br />
little black book" angle, plus critic reviews<br />
of the production. The other display showed<br />
a romantic scene from the picture. Cohn<br />
interrupted the show at certain peak hours<br />
to offer passes to patrons who could produce<br />
a "little black book." He then gave the<br />
picture a special in-person pitch from the<br />
stage.<br />
Music Tieup Tuned<br />
To 'My Irish Rose'<br />
By Jim Barnes<br />
Jim Barnes, manager of the Forum Theatre,<br />
Los Angeles, tied up with Culbreath's<br />
music store to exploit "My Wild Irish Rose."<br />
Barnes obtained a large imitation RCA<br />
record, attached music albums to it and<br />
used it in the lobby.<br />
The store used a window display with art<br />
and stills from the film, backed up with<br />
albums of Irish music. The store also paid<br />
for 4-column, 10-inch and 6-column, 10-<br />
inch ads, with most of the space devoted to<br />
art illustrations from the picture and an<br />
announcement of an Irish ballad contest in<br />
which newspaper readers were invited to<br />
submit the titles of Irish ballads and win<br />
record albums and theatre tickets.<br />
Barnes promoted free radio plugs over<br />
KFWB and distributed 2,500 movie news<br />
programs featuring "My Wild Irish Rose."<br />
Jukes Ante Charity<br />
George Sharp, manager of the Wilson<br />
and Tower theatres in Fresno, Calif., has<br />
installed jukeboxes in the theatre lounges.<br />
All revenue goes to a local welfare fund.<br />
THERE WAS EXCITEMENT in Chicago when the "Black Barf<br />
premiere at the Orpheum and Esquire was ballyhooed with a<br />
rephca of Wells Fargo stage coach, left. RKO Theatres exploiteer<br />
Lou Mayer had mounted escort convey the vehicle through the<br />
busy Loop area. At right: Harry Potter, manager of the Roosevelt,<br />
also in the Windy city, checks up on one of the many window<br />
tieups arranged in conjunction wrilh the opening of "The Voice of<br />
the Turtle." The promotion included 88 window displays with<br />
Walgreen chain and four Liggett drug stores.<br />
BOXOFFICE Showmandis Mar. 13, 1948 —411-
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