Roy Rogers in New York

The following is an article from The Exhibitor dated November 24, 1943. To see it as it originally was with illustrations click here.

-Michael J. Ruhland

"Republic employed extensive newspaper, billboard and radio coverage, in addition to a widespread publicity campaign, to promote Roy Rogers in the more than 235 theaters in Metropolitan New York and suburbs which played his Republic big-budget specials during the personal appearance of the King of the Cowboys as guest-star of the World's Championship Rodeo at Madison Square Garden recently.  


"One-Thousand line advertisements appeared in 73 daily, semi-weekly and weekly newspapers in New York City, Westchester, Nassau, and Suffolk Counties, with a combined circulation of 975,905. These newspapers which cater to Brooklyn readers carried advertisements on 'Man From Music Mountain' in connection with the first-run engagement of this production at Brooklyn Strand and also featured a box of copy reading 'Roy Rogers' Day in Brooklyn.'

"Three-sheets were posted in Long Island railroad terminals as far out as Hempstead, L. I; New York, New Haven, and Hartford Railroad terminals as far out as Stamford Conn. and all New York ferry terminals. One-sheets were posted in the Hudson tubes and in all New York subways and elevated platforms. For several days prior to the Brooklyn Strand opening of 'Man From Music Mountain' one sheets in that borough heralded this booking later to be stripped to call attention to the Rodeo appearance and showings 'at your favorite theater.'

"Radio spot announcements were heard by the listening audiences.

"A theater contest promotion arranged in collaboration with Madison Square Garden was employed by many theaters. Heralds were distributed outlining the contest and theaters distributed numbered tickets to all attending performances with winners with lucky tickets being guests of Rogers at a luncheon and at the rodeo performance. The number of tickets was limited only by the number of theater visits.


"The Skouras theaters employed a variation of the contest by having youngsters compete in a cartoon coloring contest for the same prizes.


"Fan-club members were guests of the King of the Cowboys at a special reception held at the Hotel Astor.


"A fan-club booth was set up for a three-day period in the lobby of the Tivoli through the cooperation of manager Bert Korbel. Members distributed their publication, the RR Ranch News and enlisted new members.  


"Many stores throughout the city promoted the rodeo appearance by Roy Rogers windows, Decca records cooperated in arranging for the use of a Roy Rogers display card, calling attention to the recordings of the star under this label and to his rodeo appearances.

     "During his visit, Rogers made many personal appearances highlighted by visits to the Stagedoor Canteen with Trigger; the Merchant Marine Base, at sheepshead Bay; L. I., the St. John's home and Jewish Hospital, Brooklyn; the New York Infirmary, Bellevue Hospital and the fat drive at the Chrysler building.


"He appeared on such radio programs as Steamboat Johnson, WNEW; Bessy Beatty, WOR; the Edgar Bergan Chase and Sanborn hour, NBC; Nick Kenny's Youthopia program, WMCA; Truth and Consequences, NBC; Bill Stern, NBC; the Army Air Show, MUTAL; Mary Spaulding Broadcast, NBC; and Shirley Eder, WMCA, among others."