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Theairemen Cash In With National Tieup For 'Because of You' Theatremen working in cooperation with department store executives are developing window displays and co-op advertising by participating in the Big Payoff contest set up nationally by Universal-International on "Because of You." The object of the national tieup is to select a "Because of You" girl via local tieins with television stations which carry the Big Payoff program. In Atlanta, Bob Moscow, manager of the Rialto Theatre, capitalized on the fact that Gale Reed, child actress in the film, was in town and created a three-w'ay tieup with the Davidson Paxon store. Moscow set up a deal to have the child appear at a style show held at Davidson Paxon's and promoted a fullpage co-op ad from the store which appeared in the Atlanta Journal. Howard Higley, manager of the Allen Theatre, Cleveland, arranged his tieup with Federal Stores, Inc. The local merchant offered a complete wardrobe to the local contest winner, with full-scale window displays promoting the picture playdates and the WNBK- TV show. Interior displays helped to stimulate interest and encourage local girls to enter the contest. Similar tieups were set on the opening of the picture at the Center Theatre in Salt Lake City with the ZCMI department store. In Chicago, the tieup was made with the M. L, Rothchild store. Plant Employes Hear Public Address Plug L. A. Wilkins, manager of the Gaimiont Cinema in Stratford, England, arranged with Robertson & Woodcock, candy firm, to have Bing Crosby recordings from "Just for You" played in the employe canteen during the lunch period. Announcements were made over the public address system to the effect that "Bing Sings 'Just for You.'" Art work of posters and stills featuring Crosby and Jane Wyman were displayed in the canteen. Some 400 employes were exposed to this advertising for several days in advance and during the engagement. A singing competition was introduced among the Robertson & Woodcock workers, with contestants trying to imitate Bing's style of singing. This stunt wa.s very popular, with most everyone joining in. The winner was invited to .see "Just for You" as a guest of the management. A full window display at Laurie's on Angel Lane was tied in with a conte.st inviting folks to name the six best-selling Cro.sby records of recent years. Prizes of sheet music and records were awarded the winners. Gives Away Turkeys Norman Prager, manager of the Palace in Oneonta, N. Y., promoted ten turkeys as a pre-Thanksglving giveaway. The sponsor also gave the Oneonta Theatre ten turkeys. 42 DRIVE-IN THEATRE RAMP IND EXIT LIGHTS. Move Traffic Fottar DRIVE-IN THEATRE MFG. CO.»V.r"'r»!r„^l«* KinliiClly. Mo NUGGETS Roy Kane, manager of the Reeves Theatre, Elkin, N C, booked an all-night moviethon as a business stimulant for Thanksgiving eve. Beginning at 10:30 p. m., the theatre presented five features and foiu- cartoons in a continuous show which lasted until dawn. Free doughnuts and coffee were served as a Thanksgiving day breakfast. In addition to the usual advertising facets, circulars were distributed house to house advertising the moviethon. B. E. Smiley, manager of the Playhouse, Statesville, N. C, tied up with the Sears. Roebuck «fc Co. for a Christmas party on Saturday before the holiday. Six cartoons and a serial were booked for the occasion to augment the feature film. The firm donated a bicycle and supplementary gifts for door prizes, and supplied free popcorn, candy and comic books for every child who attended. Verne Hudson, manager of the Capitol Theatre. St. Catherine, Ont., distributed several thousand bookmarks advertising "Les Miserables" to local college students and through the public library. Hudson wrote personal letters to the principals of three high schools who obhged by plugging the playdates over the public address system at their respective schools. Buzzy Blondell, manager of the Imperial Theatre, Sarnia, Ont., attracted plenty of attention to "Lady Godiva Rides Again" by parking a shaggy white horse in front of the theatre. The horse was covered with a flashy plaid blanket on which was lettered. "I'm reserved for 'Lady Godiva' etc." Arnold Kirsch, manager of the De Luxe Theatre in the Bronx, N. Y., booked a special Christmas day program for children, with short subjects and cartoons to augment the regular double-feature show. Through a tieup with the Hyklas potato-chip company, every youngster who attends will receive a large bag of potato chips. Christmas Background Enhances Calendar An attractive Christmas background on a monthly calendar was used by George Robinson, manager of the Odeon Theatre, St. Thomas, Ont., to announce the program of December screen attractions. Season greetings were extended in scroll letters, with the star of Bethlehem prominent at the top of the page. Merchant ads on the back of the calendar paid full cost of the promotion. Residents throughout the area received the calendars in the mail in a colorful Christmas envelope. Publicity for Model The use of an attractive Japanese model as advance press agent for Willie and Joe in "Back at the Front" was responsible for newspaper feature items in the New England territory. When the model arrived in Hartford to herald the opening at the Strand, Manager Jim McCarthy arranged a number of newsjjaper interviews. The Hartford Times u.sed a two-column special under the byline of one of its feature writers. Rural papers likewise came through with extra publicity. — 290 — Screening of 'Barrier' In England Launches Month of Publicity Wide local interest was aroused for "BreakI ing the Sound Barrier" at the Ritz Cinemil in Woking, England, after Manager S. eI Pascoe Williams screened the picture fo;l local and county civic officials, school headsl Red Cross representatives and officers of thi| Sea Cadets. The Woking Review published news anJ nouncements almost a complete month prioJ to the opening and ran a daily serialization of the story. All stores retailing Eveready batteries window displays. Williams displayed posterl in nearby factories, clubrooms and transportal tion centers, and promoted 20 prominenl stores for special art displays tieing in thif theatre playdates. Sticker labels were pastecl on morning newspaper deliveries and on pari eels in local stores. For "Ivanhoe," all schools in the area w'enl contacted, and members of the Minors clul were reminded of the playdates on two Satur| day shows prior to opening. The boxoffice was transformed into a castltl flanked by six large shields lettered w'ith salel copy. Eighteen merchants displayed theatr| advertising in their windows. Amateur Safecrackers Try Skill for 'Thief Amateur and professional safecrackers wen invited to try their skill and win free theatrl tickets in a lobby promotion set up by Abl Ludacer, manager of the Valentine in Toledcl to focus attention on "The Thief." Ludacel obtained a Meilink safe for the purpose ami promoted gifts from merchants for additional prizes. WTOD sponsored a contest offerinl guest tickets to listeners sending in the long! est lists of film titles which included thj word "thief." Has Turkey Giveaway Monroe Kaplan, manager of the StranJ Theatre. Delaware. Ohio, promoted a turkel and ham giveaway as a pre-Tlianksgivinl busine.ss stimulant. A number of tm-keys amf hams were awarded to lucky ticket holdenj Kaplan has completed arrangements with neighborhood home appliance store to adver| tise on the back of his house programs as regular weekly tieup. Stages Yo-Yo Contest A yo-yo contest attracted a capacity crowJ of kids to a recent Saturday matinee at thf Wicomico Tlieatre, Salisbury, Md. Winnin:| contestants received prizes promoted from neighborhood top shop, and Manager Joe Mel Cann planted a story on the contest on pag| one of tile local paper. 24 Sheet Cut to Fit Ray Leveque, manager of the Albert Thea| tre, Berlin, N. H., covered the front entranc' doors with a 24-sheet advertising "Les Misers-, bles. The 24-sheet was cut to fit the variou. sizes of the doors, attached to linen, and thei fastened to the doors to provide one conij tinuous display. BOXOFFICE Showmandiser Dec. 20, 195a j
A Stction of December 20. 1952 wt THctuAe me/tc/ia/wiU^ GuicU f*'*'Ji3^''TWs Issue tie tiiiiS filtlK' toliW'^' w- PROGRAMMING AND PROMOTING IHE shorts subject IN 1953 WALT DISNEY His Mickey Mouse Objaoti ,4 25th fiirthijay Pnnp 9
Page 1 and 2: launch Feldmon annivertary drive. L
Page 3 and 4: COSMOUUUN Co\umn'»st Syn dicaêd H
Page 5 and 6: MOTION PICTURES! ^ ^f T PRODUCTION
Page 7 and 8: (OSli I Otnctt: ; Ita : 282 ; TTie
Page 9 and 10: ! without 1 As Hollywood . . Genera
Page 11 and 12: 20th Century-Fox has invested n 00,
Page 13 and 14: Sensation Of The Industry! Ernest H
Page 15 and 16: ecause world acclaimed best-sellers
Page 17 and 18: I I theatre I $33 MILLION IN DAMAGE
Page 19 and 20: PARAMOUNT "^m SALUTES fill Burt Lan
Page 21 and 22: PARAMOUNT SALUTES Shirley Booth as
Page 23 and 24: eedej PARAMOUNT SALUTES ns tn 5l. T
Page 25 and 26: PARAMOUNT SALUTES Hal Wallis j| pro
Page 27 and 28: , //' WITH ALL POSSIBLE PRIDE Param
Page 29 and 30: ' Universal Chiefs Lay Plans for Ch
Page 31 and 32: k HERO! Ot 4 Great American Adventu
Page 33 and 34: Orric€ or tft PacsiOfor Dear San:
Page 35 and 36: BOXOFFICE BAROMETER Thit chort rcco
Page 37 and 38: ' fully Now '. readers velopments,
Page 39: ' added *&- J Q Larry Levy Hits Har
Page 43 and 44: L Kansas Dkckmiikk 20. |«)S2 The M
Page 45 and 46: êss ilinies lo p on 19s piijui M w
Page 47 and 48: lU THE 'FEATURE-VALUr SHORT PRODUCT
Page 49 and 50: JUNIOR IS SO *'-'"* - M' «^, • ]
Page 51 and 52: I I ' ( liaiiffiiHDiiiiiJUUffliuiiH
Page 53 and 54: I from |^^^9 BEST IN THE BUSINESSj^
Page 55 and 56: I k lb ler sens u ptn • Frenttir,
Page 57 and 58: *»tu iiilli Slices 1 Sen t; f ages
Page 59 and 60: 's ; lolMmj I j • : December 1 ki
Page 61 and 62: ' I Two »n»il|i s "Fiiii atllel l
Page 63 and 64: NATIONAL PRE-SELLING GUIDE A report
Page 65 and 66: ' NATIONAL PRE-SELLING GUIDE WARNER
Page 67 and 68: «leli»,; 1 n& 'fe, aitivl i'll'Sl
Page 69 and 70: \i% THE SPUT-APCRTURe TEST — THE
Page 71 and 72: ' i . . Moe . . Oscar . . Ike . . M
Page 73 and 74: irideoij,. ^ i Harts A: Sj is »;*:
Page 75 and 76: ke ffl*-': I ; Meantime ' llolliiuo
Page 77 and 78: ' ' ' DENVER—The ours lOtSlayii;,
Page 79 and 80: e^' is to? ^' ol Motioi) i icipatio
Page 81 and 82: I lax «1. Cil. t« inn to link; pe
Page 83 and 84: , i . . Fletcher . . The ' iroiD Sc
Page 85 and 86: \l\ THE SPUT-APEKTURE TEST — THE
Page 87 and 88: lO [Malco and Instates ;ttp i...- b
Page 89 and 90: \fi THE SPUr-APERTURE TEST —THE M
Page 91 and 92:
i I Bruce . . Leland . Nell from .
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; i ""let, CI ^ K.Roitii(; Hilton.
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. national I I nell. ! Griffith. I
Page 97 and 98:
TtViiKi llcrrv i1iri.sliiiii?j 8 pa
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hi DALLAS iisitit'.'] to w;. m ttli
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I LUBBOCK. , SEASON i.^1 h t Llns T
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I ?i I n on ti: %1* '»!' nesii: %t
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of "more IK 1 iissioiis,S.D5 isiist
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il i iveries I . . Clem iim.-.î.i
Page 109 and 110:
i Mrs. 'Ptii l-poif;;; ' here fc il
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! hlttee, fHenry Greenberger J I ge
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\f% THE SPLIT-APERTURE TEST — THE
Page 115 and 116:
li 1 m* I SPRINGFIELD, *r *Ct i Slo
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»Mk, ' High d(JS I """politj,. *,
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1 I ', ! unit ' BOSTON— I I ment
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m THE SPUr-APBRTURE TEST —THE MOS
Page 123 and 124:
i 7' I the leatre.ir, itanopf-,,, i
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I . Mabel k Add 30 Members MONTREAL
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I [ Arthur i Calhern. tng flMficE(I
Page 129 and 130:
Mu^tttpnUym onolyilt ot lay and tra
Page 131 and 132:
+ Very Good; • Good; ~ Foir; - Po
Page 133 and 134:
Kim 206 REPUBLIC * ii Wallir, . g .
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I 5-29-52 rll Mfel>"*< lliXO By com
Page 137 and 138:
)pinions on Current Productions; Ex
Page 139 and 140:
. aUcago ' ;ikail.ibic > Imnrarice
Page 141 and 142:
Uxt rMton liclunt Jfuiuul 7 Jon. 1
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n THIS IS BOX-OFFICE! It happens on
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;! L Premiere, fox beverly. l. a. ^
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' . B - .-**-- m^ •*'m.3^*0m'^ma^
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. . competitive ^ it ^.|| REVIVE HO
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THE YEAR OF PARAMOUNT'S NEW CONCEPT
Page 153 and 154:
),Mille's "The Cireatest Show On fh
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)ie to the screen widely publicised
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[(vvmanship meet the challenge of (
Page 159 and 160:
Newsreel Is Missed When You Drop It
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1 ,-*' INEW-YEAR-RIGHT TIP I le fac
Page 163 and 164:
^J and 11 fan •^(i^-r. _ ^ hi WHE
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12 FIRST QUARTER RELEASES REACH A H
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7tm}un€€4 FEEL THERE IS NO FINE
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. ceive 1 ; ulwill ' r.tribution %h
Page 171 and 172:
; . : -.t^ w>th HUGH O'BRIAN CAROLE
Page 173 and 174:
The story of a flame named Ruby ...
Page 175 and 176:
•"^y^m \dh\h V^)j fei^dwii^-iiiLi
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'P^VtRAg-p BOXOFFICE BAROMETER Thu
Page 179 and 180:
1 CHESTER FRIEDMAN i^lHL EDITOR HUG
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Merchant and Paper Give Theatre Co-
Page 183 and 184:
Stencils on Sidewalk With Bread Cru
Page 185 and 186:
Navari Bros. Suit Placed On Februar
Page 187 and 188:
. . Ben . . Minor . . Jack Communio
Page 189 and 190:
1 Basil . . Theatres; Clayton Eastm
Page 191 and 192:
, premier . . Division [PHILADELPHI
Page 193 and 194:
! Alaska—Cindy p EWS AND VIEWS OF
Page 195 and 196:
, ... . Francis . . was Invasion' S
Page 197 and 198:
in Parties for Needy Given in St. L
Page 199 and 200:
. . Tony . . The MPTO Grievance Uni
Page 201 and 202:
. . The . . . . The Theatregoers IJ
Page 203 and 204:
inancing of Drive-ins Basy in Minne
Page 205 and 206:
NTS Staffs From Seven Branches Conf
Page 207 and 208:
[ ' HART BEATS IN By HARRY HART TAM
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. . . . Forty-five MEMPHIS Ti;Nr ::
Page 211 and 212:
I iBd I I HERALDS I TELEPHONE . . H
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I I DALLAS—Members . Movietime MA
Page 215 and 216:
î Big D Manager Plays Santa to Chi
Page 217 and 218:
, tof^lcate I Ray . . Louis . . The
Page 219 and 220:
'' I embarrassed >ublic Relations V
Page 221 and 222:
I tig Campaigns Help pombal Xmas Sl
Page 223 and 224:
. . . Eddie . . RKO's . . W. Ir. ii
Page 225 and 226:
Rot. «.t Dillon Krepps Buys 'Siars
Page 227 and 228:
. . Marjie . . . Lester Cattle Town
Page 229 and 230:
. . Shirley . . Miss . . The " lii
Page 231 and 232:
. . Although 'Battle Zone' Is Best
Page 233 and 234:
j QUEBEC—If . . R. isiiQuebec Lea
Page 235 and 236:
. . . John . . Two . . K. . . Notio
Page 237 and 238:
fc__ I Iiold!> I 01(OfflCEfi)rJDi1J
Page 239 and 240:
Para " ' VP •rpr«tlv« onalytit
Page 241 and 242:
. Rep WB "isi pH Very Good; + Good;
Page 243 and 244:
I Mias. C. I^RAMOUNT laf Boora (101
Page 245 and 246:
' (10) 6 . 5-23-52 I li„t ml' ,.C
Page 247 and 248:
.:j ' )pinions on Current Productio
Page 249 and 250:
CO: IDs mlinj OiO- Mdes JWi Mod, ll
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