For advertising a film (like Dumbo) that takes place in a circus the best route is to make it "Circus Day." In 1941 this happened in Stamford, Connecticut. The following is an article from Showman's Trade Review (dated December 6, 1941 (the day before news in the US would get much darker)).
"Neil Welty, city manager of Stamford Theatres Inc., made it circus day in and around Stamford, Conn., in his elaborate campaign for 'Dumbo' at the Palace. The campaign included a torchlight street parade in which the fife and drum corps of the American Legion participated. Five hundred in all were in the line of march as Connecticut officially welcomed the opening of the Walt Disney production. Merchants and the theatre donated prizes for the best costumes in the line of march.
"In the street ballyhoo were sideshow barkers, clowns who drew chalk pictures of 'Dumbo' and who visited the Stamford schools. One of the clowns distributed new Lincoln pennies to children who gathered while he did his chalk talk. The clown's drawings of Disney characters were presented to patrons on their way out.
"Six floodlights loaned through the courtesy of the Stamford Electric Company threw lights on the theatre and a special canvas marquee. A loud speaker was used for announcements and 'Dumbo' records.
"Full cooperation was obtained from the Stamford board of education and bulletins were posted on all boards. Ten thousand heralds were distributed at the schools. One honor student and a teacher from each school attended the opening and wrote their impressions for use by the Stamford Advocate.
"The radio phase of the campaign included 13 spot announcements over Station WSRR, children of a school enacting a play with characters from 'Dumbo,' and a lobby broadcast with patrons telling how they enjoyed the picture.
"The posting consisted of 100 three-sheets, 100 one-sheets and 250 window cards.
"Leading stores cooperated for window displays. The official store for 'Dumbo' Merchandise, the C.O, Miller Dept. Store, used their toy department to advertise the picture via the opening of their 'Dumbo' toyland.
"Mayor Gonnard and American Legion commanders participated in the opening ceremonies.
"Bill Brown and Tony Marino of the Stamford Theatres and Harry Reiners, RKO field representative cooperated with Welty in the far reaching campaign."
Having been a kid who was terrified of clowns, I would have run out of that school screaming when the clowns came to visit. Other than that though this does sound really cool. It is interesting today to see that the theatres created this advertisement for the film instead of the Disney company. However this was very common place during this time. Though this is an especially elaborate way to go about this, such elaborate ways of advertising a film were not as rare as one might think.
-Michael J. Ruhland
No comments:
Post a Comment