Boxoffice-Febuary.07.1948

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| | Illustrated Cutouts Add Marquee Flash For 'Captain' Run 'd Railroad Safety Tieup Made for 'Double Life' Engaging in a long range advance campaign for "A Double Life." scheduled to open at the RKO Palace in Chicago, publicity manager Lou Mayer tied up with the Pennsylvania railroad's Chicago division 1948 safety campaign. More than 5,000 pledge cards have been distributed to division employes and 100 sign posters have been set up urging the employes, "Don't lead 'A Double Life' . . . Stay on the right side of the tracks." The pledge cards are numbered, and holders of lucky numbers will receive passes to see the picture during its February engagement at the Palace. Campaign Is Geared To Charity Appeal For 'Big Heart' Teaser trailers used two weeks in advance of "Captain Fiom Castile" helped to provide word-of-mouth comment on the picture for William Eagen, manager of the Longview in Longview, Wash. For outside exploitation, Eagen prepared framed 11x14 photo displays with theatre signature and playdates lettered in. These gave him access to windows which or.dinarily object to displaying regular window cards. Lithograph cutouts were used on the attraction sign to give the marquee a striking effect. A 9xl5-foot banner hung over the marquee was illuminated at night. Three-sheet cutouts were placed between the entrance doors, and a cutout of Tyrone Power from the one-sheet was set into the boxoffice. Bookstores were promoted for special window displays tying in the novel with the Longview playdates. Teaser newspaper ads stressed the "epic adventure" aspect of the film and "regular prices for this engagement." For "Carnegie Hall," Eagen arranged an interior store display at Korten's music shop, highlighting records. Programs were used as inserts by the store, which also supplied a lobby display for the theatre, consisting of two pianos and a record display. Newspaper and radio advertising supplemented the campaign. Jim McCarthy Fills Breach In Wall With T-Men' Plug Jim McCarthy, manager of the Warner in Memphis, revived an old stunt with good effect while the back wall of the theatre foyer was being torn down for alterations. Mc- Carthy placed a large sign in front of the opening reading, "We are tearing out the walls to make room for the crowds expected to see 'T-Men,' opening here February 5." His alert showmanship gave the theatre the benefit of this unusual type of display at the cost of the sign, prepared by the house artist. Welcomes 'Strangers' For "Welcome Stranger," Oscar Miller, manager of the Bob Burns Theatre in Van Buren. Ark,, distributed several thousand calling cards with copy, "Welcome Stranger . . . Here's a Sure Cure for the Blues," in stores, offices and schools. 32 Star Inspires Co-Op Ads On Milk and 'High Wall' The personal appearance of Audrey Totter in Dayton in connection with the opening of "High Wall" inspired Bill Reisinger, manager of Loew's Theatre there, to arrange a series of newspaper co-op ads in which the star endorsed milk. The ads, which ran in all the local newspapers, featured a large cut of Miss Totter drinking milk, with a credit line mentioning her appearance at Loew's. The ads were sponsored by the Milk Dealers Ass'n of Dayton. Miss Totter was greeted at Union station by press photographers, with special art breaking in the Journal, News and Herald. All the newspaper columnists gave her personal appearance extra space. Small <strong>Boxoffice</strong> Stage Heralds 'Carnegie Hall' Harold Kopp, manager of the Lido in Los Angeles, turned the top of his boxoffice into a showcase to promote "Carnegie Hall." Kopp built a small stage set, placed it over the cash window and surrounded it with small photos of the stars. Recordings, amplified, helped to carry out the theme. Sweet Tieup Tiein arranged by Harold Mortin, manager of the Slate, Syracuse, N. Y., pays tribute to local fire department and helps advance publicity for "It Had to Be You." Eighty-pound cake promoted from bakery was used in the lobby as basis of a "Can You Guess the Weight?" contest. Cornel Wilde is starred as a fire eater in the film. —372— Billed as "The Big Heart," and going on exhibition just about Christmas time, A. J. Brown, manager of the Empire in Cardiff, Wales, publicized "Miracle on 34th Street" and at the same time induced the public to give some aid to the blind children of the community. Brown approached the secretary of the National Institute for the Blind and received permission to erect a collection box in the theatre lobby. An excellent display was arranged in the lounge of the theatre, which Brown promoted at no cost from a display firm. The display took the form of an old-fashioned fireplace which carried an appeal to the "big heart" patrons to think of the blind children at Christmas time. Despite the difficulties of obtaining press space, the South Wales Echo came through with daily stories leading up to a two-column art break on the presentation of the check to officials of the institute. Brown also was able to set full window displays in six leading stores in Cardiff, centering around a picture of Edmund Gwenn in a Santa Claus costume, with title and theatre playdates prominently shown. 'Good News' Issue Pointed By Wilmington Paper By dint of persuasion in building up friendly relations with two of the toughest newspapers in the country over a period of ten years, Edgar J. Doob, manager of Loew's Aldine in Wilmington, Del., promoted a souvenir edition of the Journal-Every Evening to exploit "Good News." The newspaper printed 1,200 copies of the souvenir edition featuring the banner headlines, "Good News Coming." The page was plated with art and a story of the exhibition at the Aldine. Record Player Promoted In 'Stallion' Contest A "Red Stallion" contest arranged by| Adolph Baker, city manager for Malco Theatres in Owenboro, Ky., offered a portable I electric record player and record albums toF the children who submitted the best color! drawing depicting the fight between the beari and Big Red. Baker promoted the record player, albums,; heralds and mats at no cost from cooperating merchants, and tied up to have entry blanks' distributed in all art schools and throughout^, the school system. BOXOFnCE Showmandiser :: Feb. 7,
H.G«WELLS' FANTAsnc Oi/rOFTHfS WORLOSHOIV/ Ml REALART PICTURES PRESENTS
Page 1 and 2: uciunjB. FINAL BRIEFS IN, AND COURT
Page 3 and 4: of M-G-M's Sensational B. f:s daugh
Page 5 and 6: ^ ! HAIR FAST AND ELECTRIC! I It wi
Page 7 and 8: ire. I Starting ( — [ Sage To Rec
Page 9 and 10: Herman Levy, General Counsel for TO
Page 11 and 12: : February i COURT MAY TOSS OUT BID
Page 13 and 14: ^ the bouthwest s Glory Town The ep
Page 15 and 16: in Jii Paramount Following Paramoun
Page 17 and 18: IS rKiUMT, inc lorn YOUR LUCKY DAY
Page 19 and 20: MGM Cutting Sharply On Production C
Page 21 and 22: m Annual MovieAward. . DARRYL F. ZA
Page 23 and 24: House On 92nd Street _j3 Rue Madele
Page 25 and 26: . . . Monogram-Allied I Rocky) . .
Page 27 and 28: CHESTER FRIEDMAN EDITOR HUGH E. FRA
Page 29 and 30: I, Radio, Lobby Contests Inaugurate
Page 31: COLUMBIA PICTURES OF THE starring D
Page 35 and 36: «Jli!i5 L Still SERVING Your %^ CU
Page 37 and 38: THOUGHT OR TWO FROM HYGIENIC CORNER
Page 39 and 40: Canadian Productions Readies First
Page 41 and 42: . . New . . Three Top Vancouver Coi
Page 43 and 44: pURE CHART • REVIEW DIGEST • SH
Page 45 and 46: i Twilight " New Year's eve is no t
Page 47 and 48: MAY . ) Woode , [BOXOFFICE BookinGi
Page 49 and 50: I I CHECK RUNNING TIME WITH LOCAL E
Page 51 and 52: -rr
Page 53 and 54: . 8-16-47 ^ Id trade press reviews,
Page 55 and 56: 20th Century-Fox loil. No. Title Re
Page 57 and 58: lOp/flfons on Current Productions;
Page 59 and 60: : brand ' Main 1 all [i"i'iii,iii-i

Boxoffice-Febuary.07.1948

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