PONDERS TAFT-HARTLEY WAL

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Teen -Age Patrons Sold
On Cynthia Girls Clubs
"Cynthia, " had a test, engagement
at Loew's Colonial In Reading, Pa., was tied
to an extensive cooperative campaign sponsored
by Read's department store, one of the
largest in that city. The promotion was
geared for direct interest to teen-agers, based
on numerous Cynthia girl clubs which are
being formed throughout the country, Larry
Levy, manager at Loew's, made the tleup.
The highlight of the campaign was a eontest
sponsored jointly by the department
store and the theatre to find Reading's "Cynthia"
girl. The contest was open to girls
between the ages of 14 and 19, with the provision
that they be members of the Cynthia
Girls Club of America.
To encourage entries in the contest, the
store erected a registration booth In its
teen-age section where applicants were registered,
the first thousand receiving a free
membership button. Contestants were required
to submit a photograph with other
pertinent information. The winner received
$50 plus a "Cynthia" dress outfit. Additional
prizes were also supplied by Read's, and runnersup
received guest tickets.
CYNTHIA CLUB EXPLOITED
To all Cynthia club members. Read's offered
a free membership card signed by
Elizabeth Taylor, national president of the
organization who is starred in the picture
"Cynthia." plus an 8x10 autographed photo
of Elizabeth.
In addition to the regular theatre publicity,
the store succeeded In getting extra
newspaper stories and art, and used its
radio time to publicize the stunt. This was
supplemented by two 27-inch display ads
and one measuring 14 inches. The store
also devoted a full window to the stunt, had
the "Cynthia" booth inside the store staffed
by a young woman who resembled Elizabeth
Taylor, and distributed several thousand
heralds announcing the contest.
Signs urging teen-age girls to join the club
and enter the contest were featured at strategic
locations throughout the store, including
bulletin boards, in elevators and on counters.
SPECIAL AD USED
Additional theatre promotion Included
complete coverage on all Reading transportation
with car cards and bus cards, A
special trailer was used two weeks in advance
featuring quotes of Wlnchell, Jimmie
Fldler and other columnists and special newspaper
ads were run quoting the columnists
and prominent Reading people as saying,
"I fell in love with 'Cynthia." " Five days in
advance of the opening teaser ads were used
In the shape of a heart quoting the columnists.
The.se teasers appeared on the women's
page, sports and news pages.
Thirty-four counter and window displays
were obtained In choice downtown locations.
The city's largest drugstore chain featured
"Cynthia" sundaes with fountain strips
LIKE WALTER WISCHELL. JIMMY FIDLER. HEDDA
HOFFER ASD LOVELLA FARSOHS. THESE READING
MOVIEGOERS ALSO FELL IN LOVE WITH "CrNTHIA"
via mai*'
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MftM riCTURE
ELIZABETH TAYLOR " ^
m**r%» Murphy )i t. Z. takmW it Mcry After
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Three-column, six-inch ad containing the
names o\ 1 !• Reatlinii. Pa., persons.
First Run 'Carmen' Pitch
Features Teasing Copy
Playing "Carmen" for the first time on
Long Island, Mark Allen of the Austhi Theatre
in Kew Gardens used extensive advertising
on the French film starring Viviane
Romance. Emphasizing the sultry star, Allen
placed a standee in the lobby and placed
teaser copy reading "You haven't seen anything
till . . . You have a date with Carmen,"
throughout the foyer, a 30x40 in front of the
theatre, and similar copy in window displays
and on cards in stores and apartment house
foyers reached out to passersby.
No-Cost Bally Greets
'Welcome Stranger'
World Debut
Oldtime ballyhoo and cost-free pubikll
marked the campaign for the world ptemtll
of "Welcome Stranger" at the Capltolll
Winnipeg, Man., Jime 19.
The campaign, a model of econom; «'
effort, was carried out under the ditan
of Bill Novak, manager of the Capitol/il
Win Barron, Paramount representatinf
Canada.
The highlight was the deliver}' of "Wd
"
Stranger prints by a helicopter plane, \
landed near the front steps of the pp
parliament buildings. Newspapers feat)
the story on page one and an on-i
broadcast gave radio listeners the
proceedings.
The opening coincided with the
convention of the Canadian Medical
Winnipeg. Accordingly, the "Wd
Stranger" title was considered Ideal tij
Manitoba Tourist Bureau for use on all 1
licity. The Winnipeg Board of Trade
the Retail Merchants Ass'n also came (
with wide use of the title in wlndiy
throughout the city. The Hudson's
and T. Eaton companies used the tttlel
windows and display co-ops. The E1l|
company also gave support.
Cashiers at the theatre, in answering |
calls, used the salutation "Welcome
ger." Liberty magazine provided 1,000
copies, featuring the review of the
for distribution in the theatre,
of star interviews and the music from
come Stranger" were plugged gratu
over CKRC, CJOB, CKY and CBC.
On opening day the feature race^ at Bj
park was called the "Welcome
purse. This device also landed extra
licity in the racing program and sports
]
of local dailies.
William Demarest, Hollywood star, wij
town for the opening and was accorded f
usual newspaper and radio publicity,
est released 50 balloons carrying passes I
the roof of the theatre on opening day.
Local Artists' Caricatures
Used in Window Contest
A large panel of carkaturrs of Hollywood
stars, among them the featured players in
"The Yearling." was planted as the center
piece of a window display In Hartford, Conn.,
by Manager Lou Cohen of the Poll. An accompanying
card .said the theatre would
furnish passes to those able to Identify the
stars. This display, plus stills from the
picture, was used all through the run.
tt the recent International exposition of textiles at Grand Central Palace in New 1
Paramount exploileers promoted thi.i e.xhihil to exploit "Perils oj Pauline." jorthi
in^ release, .'imong the po.stcrs are "originals" used in exploiting the serial of s