Boxoffice-Febuary.07.1948

Tieup With Store and Radio Station
Nets Ballyhoo With Live
Jack Brassil, assistant manager of the
Poli-College Theatre in New Haven, went to
a lot of trouble getting an unusual window
ticup for "Good News," but the effort more
than paid off in results.
Brassil first tied up with WYBC. the Yale
university radio station, to select "Miss Good
News of 1948." The station gave the contest
a fine advance buildup. Then Brassil arranged
to have the finals of the contest in
Trick Throwaways Work
For Pearce Parkhurst
Pearce Parkhurst, publicity director for Tri-
Theatres, Inc., Alliance, Oliio, has been implementing
the usual advertising channels
with trick advertising devices designed to
build extra interest in coming attractions.
For the engagement of "Daisy Kenyon" at
the Morrison Theatre, Parkhurst used season
passes to draw attention to the playdates.
To exploit "Merton of the Movies," small
envelopes were distributed imprinted: "Free.
Cigaret lighter and coat hanger. Compliments
of etc., etc." Inside the envelope were
a match and a nail.
The Cope Electric Company, music dealer,
was promoted for a 2-column by 20-inch coop
ad announcing "Good News" which was
tied in with record albums of the picture's
mu.sic.
Philco and Cola Tieups
Aid 'Road to Rio' Date
A tieup with the Philco dealers in Des
Moines was arranged by Harold Lyons, manager
of the Des Moines Theatre, to promote
"Road to Rio." Tlie dealers ran a congratulatory
display ad dedicated to Bing Crosby for
his new screen hit, with prominent mention
for the theatre and a cut of the star.
The distributors of Lima cola imprinted
and placed with dealers several hundred
window cards showing the stars of the picture
and a boldface announcement of the
engagement of "Road to Rio" at the Des
Moines.
34
Talent
the main store window of the David Smith
music shop, which is located on the university
campus.
After the winner was selected, she sang
numbers from the film production as part of
the program which was amplified to a large
audience gathered before the store. The live
method of ballyhoo was definitely effective
with the theatre coming in for prominent
mention throughout.
Ray Boomer Gives Bags
Ray Boomer has added a new wrinkle to
his theatre advertising campaigns at the
Park Theatre in Miles City, Mont. Boomer
prints his coming attractions and playdates
on popcorn bags, then distributes them free
to candy and popcorn vendors in the city. He
believes that the slight expense of imprinting
is more than offset by the valuable publicity
he receives, and the storekeepers are more
than glad to cooperate.
Carriers See Show
Jim Barnes, recently transferred to manage
the Forum Theatre in Los Angeles, helped
cement the bonds of good relationship with
the local Herald and Express by arranging a
vaudeville entertainment for the carriers of
the two newspapers. The show headlined
Harry Von Zell and other well known performers.
Posts Highway Bills
Making use of a press book suggestion,
Walter Kirchofer, manager of the Kingston
Theatre, Kingston, N. Y., placarded bridge
and highway approaches leading to the city
with signs reading: "Slow, You Are Now
Entering "Magic Town.'
Exhibits Caricatures
Caricatures of Hollywood stars, displayed
in fom- downtown restaurants in Hartford,
Conn., are getting comment from diners and
helping to build interest in film releases
scheduled for the Loew Poll. Sam Horwitz,
assistant manager, had Mike Vann do the
art work and arranged for the displays.
—374—
Albany Tenors Croon
For Audition and
Trip on 'Rose'
A tieup with the Times-Union in Albany,
N. Y., to discover a local Dennis Morgan, /
helped to exploit "My Wild Irish Rose" \
prior to its opening at the Warner Strand
Theatre.
First prize offered was a trip to New York
City for a round of nightclub and theatre
parties and an audition on a major network
program.
Irish tenors throughout the area auditioned
at Station WOKO, singing song hits
heard in the film production. Finalists appeared
on the Strand stage, the proceedings
being broadcast and the Times-Union carrying
full details of the promotion. The tieup
was arranged by Al La Flamme, manager of
the Strand and publicist Jerry Atkin.
Promotes Contest Among
College Point Residents
Government bonds valued at $175 and seven
season passes to the College Theatre are
being offered to residents of College Point,
N. Y., for then ten best letters, 50 words or
less, submitted on "What I like about College
Point." The promotion is a cooperative tieup
sponsored by the College Point National bank
and was arranged by James Pisapia, managei
of the College.
Aimed at arousing community spirit among
local citizens, Pisapia obtained displays
plugging the bond contest in six prominent
window locations, in addition to the bank,
and distributed 10,000 special letters on theatre
stationery tlu-oughout the community.
The theatre plugged the contest additionally
through a screen trailer and lobby display.
Canadian Steals a March
With Royal Marriage
Al Goodwin, alert manager of the Rio,
Vancouver, B. C, offered a special matinee
on the day of the marriage of Princess
Elizabeth with the featurette. "Our Queen
of the Future," as his main attraction.
The first 200 persons attending the performance
were given post card pictures of
the royal couple imprinted with the felicitations
of the Rio management.
Goodwin also recorded the wedding and
played it back to the audience. The net
result of his effort was a capacity house
at 2 p. m. with hundreds of potential patrons
turned away.
Gives Baby Layette
Complete equipment for the newborn b;
was offered to the parents of the first child
born during the run of "Welcome Stranger"
at the Everett Theatre, Everett, Wash. Manager
Bill Cooley tied up with a local baby
shop to give a layette, which wa.s displayed
in the theatre lobby well in advance to build
up publicity for the picture.
Irish Get Cards
Every Irish resident of Beloit, Wis., received
a personally addressed card from John
Falco. manager of the Majestic, carrying the
information that "My Wild Irish Rose" was
showing. Imprinting and addressing of the
cards were done with green ink. Every brogue
in town showed up during the picture's run,
reports Falco.
BOXOFTICE Shovraiandiser Feb. 1948