Boxoffice-Febuary.07.1948

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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
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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 and 32: COLUMBIA PICTURES OF THE starring D
Page 33: H.G«WELLS' FANTAsnc Oi/rOFTHfS WOR
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
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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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