NOVEMBER
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, J^<br />
Max Lofton, Terte Haute,<br />
_ I<br />
Tabloids and Tieups<br />
Give Exira Impetus<br />
A Barnum Type St)OWman To Local Selling<br />
Every time he pauses for breath between<br />
promotions, Max Lofton, manager of the<br />
Idaho Theatre, Terre<br />
Haute, Ind., takes time<br />
out to report hi.s latest<br />
tieups to the Showmandlser<br />
section.<br />
Lofton got off a twopage<br />
letter last week<br />
_j=pc to bring readers of this<br />
'<br />
JF section up to date on<br />
y^^^^^^jP^^ his latest activities.<br />
Recently he concluded<br />
^^^^^TK^^^^<br />
^^^^^vB^^^^ the yo-yo cham-<br />
^^I^HI^^H^H pionships on the Idaho<br />
stage. It was the third<br />
Max Lofton year in succession the<br />
tournament was held in the theatre and in<br />
addition to the goodwill engendered, the contest<br />
was well publicized in the press and rated<br />
a photo in the Terre Haute Tribune-Star<br />
roto section.<br />
For Halloween, Lofton promoted a barrel<br />
of prizes and gave cash awards to winners<br />
of a costume contest at the Saturday kid<br />
show. A big turkey and chicken giveaway<br />
is slated as a pre-Thanksgiving promotion.<br />
For Christmas, some lucky patron is slated<br />
to win a television set.<br />
BIKE-POPCORN DEAL<br />
A merchant tied in for theatre advertising<br />
and will award a de luxe bicycle to some<br />
youngster who saves tickets found in the<br />
popcorn boxes at the theatre. In January, a<br />
sewing instruction demonstration is on tap<br />
for the women and the sponsoring firm will<br />
award an electric sewing machine as door<br />
prize.<br />
Lofton doesn't neglect to promote things<br />
for his current screen attractions, either.<br />
For "The Greatest Show on Earth" he promoted<br />
fresh roasted peanuts for every theatre<br />
patron and had a clown dispensing cotton<br />
candy and souvenirs in the lobby.<br />
The Lofton family is noted around town<br />
for their peculiar showmanship flair. Three<br />
scooters used for transportation had always<br />
identified the Plying Loftons as they tended<br />
their daily chores. Nowadays, they are identified<br />
because they use an Austin coupe, an<br />
Austin sports roadster and a Bantam special<br />
coupe. The Loftons get around en masse<br />
and there is a local parade every time they<br />
pass. Signs on the vehicles plug the Idaho<br />
attractions regularly.<br />
$400 TIEUP FOR 40c REFUND<br />
A 40-cent refund offered to a patron whom<br />
Lofton suspected of being a checker recently<br />
resulted in a $400 advertising contract for<br />
the theatre. The well-dressed stranger Lofton<br />
spotted in the rear of the theatre one night<br />
may well have been a checker except that<br />
when he approached and told the manager<br />
he had .seen the feature, the gentleman<br />
demurred when Lofton offered a refund.<br />
The stranger admitted he had been dumb<br />
in walkint; in without observing the title of<br />
the picture. Lofton insisted he would prefer<br />
to have the gentleman come in on a night<br />
when he could enjoy a show. That was when<br />
the stranger Introduced himself as the president<br />
of the Terre Haute Ice, Fuel and Stor-<br />
age Co. and asked Lofton to put him down<br />
a a sponsor of the Kiddy matinee for one<br />
year at $400.<br />
The Idaho manager carries a bunch of unusual<br />
business cards in his pocket. Tlie card<br />
bears a likeness of Lofton and the following<br />
message: "This old world would be much better<br />
off if people were just a little more<br />
thoughtful of each other. Your time on the<br />
parking meter had expired, so I dropped a<br />
coin in for your convenience." There is a<br />
signature and a postscript advising the holder<br />
he will be admitted at the Idaho Theatre<br />
upon presentation of the card and 10 cents.<br />
Dashing around town as he does, Lofton<br />
finds frequent opportunity to exchange a<br />
few pennies and leave the cards where they<br />
can do the most good in making new friends<br />
and pa.rons for the theatre.<br />
Preholiday Promotions<br />
Slated by Lenn Lazar<br />
Special preholiday activities promoted by<br />
Lenn Lazar. manager of the Ritz Theatre.<br />
Tiffin. Ohio, include a football rally, two<br />
giveaways and a cooking school.<br />
The Blue and Gold staff of the local high<br />
school is sponsoring a benefit during November.<br />
The school superintendent okayed the<br />
distribution of special heralds in classrooms.<br />
A similar tieup was made with the head of<br />
the Tiffin parochial schools.<br />
For Saturday business boosting, 30 pair of<br />
Buster Brown shoes will be given away to<br />
lucky ticket holders. One merchant is sponsoring<br />
a pre-Christmas car giveaway and a<br />
cooking school.<br />
Melody Drive-In Week<br />
"Hife<br />
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FREE!<br />
30
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