You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
I<br />
Showmandiser 'Smoke Eaters Story<br />
Induces Warm Support of Officials<br />
"Thanks to a very fine article in the January<br />
10 issue of the BOXOFFICE Showmandiser,"<br />
writes Norman Loftus, manager of the<br />
CaUfornia Theatre in Santa Barbara. "1 was<br />
able to promote similar activity for the engagement<br />
of the short subject, 'Smoke<br />
Eaters." "<br />
"The article helped me to graphically<br />
illustrate to Santa Barbara officials what had<br />
been accomplished in another city. 1 sold<br />
the city fire marshal and fire chief on the<br />
fire prevention value of this subject and they<br />
in turn went to bat for me with the city<br />
commissioners.<br />
"To my knowledge this is the first time fire<br />
and police equipment has been secured to<br />
exploit a motion picture in Santa Barbara.<br />
Both departments gave 100 per cent cooperation<br />
in selling 'Smoke Eaters' to the pubUc.<br />
Transcriptions Exploit<br />
'Senator Was Indiscreet'<br />
A newspaper-radio promotioti for "The<br />
Senator Was Indiscreet" produced fine results<br />
for John Goodno, manager of the Palace,<br />
Huntington, W. Va. Goodno blanketed the<br />
four local radio stations with a special fiveminute<br />
transcription featuring William<br />
Powell as the bombastic senator of the film<br />
production.<br />
On the day of the broadcast, large newspaper<br />
advertisements appeared proclaiming:<br />
"For the first time in Huntington radio<br />
history, on all stations tonight. Senator Ashton<br />
etc., etc."<br />
The above, combined with teaser spot announcements<br />
on all local stations, gave the<br />
picture wide publicity.<br />
Basket Night Popular<br />
"Fire and police trucks paraded the main<br />
business streets each day for three consecutive<br />
days. In the evening the hook and ladder<br />
truck was parked in front of the theatre with<br />
two firemen in attendance to answer questions<br />
of interested citizens. The fire department<br />
also broadcast announcements each<br />
day over its interstation system.<br />
"Copy on all city equipment announced:<br />
'Fire Prevention Week Is Past, But Fire<br />
Hazards Are Ever Present. Make Every Week<br />
Fire Prevention Week.' The theatre announcement<br />
followed.<br />
"We also mailed post cards to every member<br />
of the fire department apprising the recipients<br />
of the playdates at the California.<br />
"Newspapers were generous with stories<br />
and art."<br />
Teaser Painted on Minors<br />
A teaser gag was used by Gerry Pratt, assistant<br />
at the Grove in Freeport, N. Y., to<br />
instil interest in the engagement of "The<br />
Unsuspected" and "That Hagen Girl," All<br />
the mirrors in the lobby carried playdate<br />
signs for this program without, however, the<br />
titles. Instead, question marks were painted<br />
in water color around the dates<br />
Boosts 'Million Business<br />
Lithograph cutouts from "One Million B.C."<br />
were effectively displayed by E. H. Morrow<br />
to ballyhoo the current showing at the Rialto<br />
in Columbus, Ga. The heads of two large<br />
dinosaurs were set up at either side of the<br />
boxoffice to meet over the ticket window.<br />
Morrow's campaign resulted in more than<br />
twice the usual average business.<br />
Makes Record Tieup<br />
A combination radio-phonograph, borrowed<br />
from a music dealer, was used to promote<br />
"Road to Rio" by Joe Borenstein, manager<br />
of the Strand, New Britain, Conn. Boren-<br />
Basket night has proved popular with patrons<br />
111.<br />
of the Rialto in Bushnell, D. M.<br />
Dlllenbeck, manager, made a tieup for ten<br />
baskets of groceries. A capacity audience<br />
turned up for the giveaway which was exploited<br />
stein built a display around the machine in<br />
the lobby and had records played, featuring<br />
through the distribution of 1,000<br />
heralds, special lobby displays and banners. the music heard in the film production.<br />
Philco Tieup Sells<br />
Hornbeck Showing<br />
Oi 'Road to Rio'<br />
National tiein material was used to good<br />
purpose by Elmer Adams jr., manager of the<br />
Hornbeck Theatre, Shawnee, Okla., to promote<br />
"Road to Rio." This led to a window<br />
display in the local Philco radio store, with<br />
stills and this copy: "A great new Philco<br />
star. A great team. Bing, Bob and Dotty.<br />
On the 'Road to Rio' at etc., etc."<br />
An attractive music store display was tied<br />
in with the sheet music of tunes from the film<br />
and Andrews Sisters recordings. The songs<br />
were also plugged on several radio programs,<br />
and jukeboxes carrying Andrews Sisters<br />
records were tabbed with picture and playdate<br />
copy. This was done in cafes, dance<br />
palaces and leading drug stores.<br />
Tieup with the Vogue dress shop, in the<br />
main section of town, resulted in a window<br />
display with glamorous stills of Dorothy<br />
Lamour and special copy tying in the picture<br />
with the store's merchandise. It also featured<br />
a blowup of Crosby and Hope in a comic<br />
pose, with prominent picture and playdate.<br />
On "The Unfaithful." Adams tied up with<br />
the Tipton jewelry shop for some rewarding<br />
results. Cards were placed on city buses,<br />
bearing a large cut of Ann Sheridan wearing<br />
a Gruen watch, with picture and date mention.<br />
This was all for free, the merchant<br />
paying the cost of the cards and bus space.<br />
A 20x30-inch display in the jeweler's window<br />
exhibited a striking head of Ann Sheridan<br />
wearing several pieces of jewelry with<br />
theatre copy in prominence. The display was<br />
lighted by a baby spot with a color wheel,<br />
making it quite an eye-catcher.<br />
A radio program sponsored by Tipton's<br />
plugged the picture several times each broadcast<br />
with the announcement: "See the Gruen<br />
watch just like Ann Sheridan wears in etc..<br />
etc." This was used several days in advance<br />
and every day of the picture's run.<br />
Rounding out the campaign, newspaper<br />
stories were planted, 25 window cards with<br />
frames were spotted in the downtown section<br />
of the city, specially designed 40x60s were<br />
used in advance and dui'ing the showing.<br />
Offers Frankensteins<br />
Passes to Horror Bill<br />
To promote his horror program of "Son of<br />
Frankenstein" and "Bride of Frankenstein."<br />
Sid Baker, manager of the Town in Flushing,<br />
N. Y., used a 40.x60 in the lobby offering<br />
passes to any person who could prove his<br />
name was Frankenstein, "to meet the rest of<br />
the family." The offer was repeated in a special<br />
trailer, and three persons were eventually<br />
found filling the requirements. The marquee<br />
was utilized for the "Can You Take It?" approach<br />
— "Horrific, Terrorizing, etc., etc."<br />
Imprints Napkins for 'Life'<br />
To promote "Where There's Life" at the<br />
California in Santa Barbara, Manager Norman<br />
Lofthus had paper napkins imprited<br />
with the following copy: "Laugh Hanky.<br />
You'll laugh until tears come to your eyes<br />
when you see Bob Hope in etc., etc." These<br />
were distributed in restaurants, tea rooms,<br />
cocktail lounges and on busy street corners.<br />
-380— BOXOFFICE Showmandiser :: Feb. 14, 1948
Change language