Modern

The James Boys Were Plain Amateurs!
This One Robs His Competitor Blind
Most exhibitors are familiar with tent
revivals, that old traveling bugaboo which
plays havoc at the theatre boxoffice.
Recently when a revival pulled in at Buford,
Ga., and established business in the
city square, C. O. James, manager of the
Allen Theatre realized he had a problem
on his hands. The opposition had some
pretty good entertainment with singers
and musicians from the WSB Bam Dance.
James was worried about his own business
with "Grand Old Opry," which he
had booked as opposition to the revivaL
He began to wonder where he could dig
up enough extra business to fill the Allen.
He rejected the most obvious place, Buford,
because after counting out his average
theatre patronag:e and the revival attendance,
only the cemetery was left, the
inhabitants of which could hardly be expected
to have the admission price no
matter how anxious they might be to attend.
No doubt the notorious reputation of his
famous namesakes had something to do
with his next decision, for James made
up his mind to steal the thunder—and
business right out from under the opposition.
First he promoted a truck after promising
to pay for the gasoline. Then he
made signs for the truck announcing,
"Grand Old Opry Night at the Allen, etc."
Next he rounded up a gang of youngsters
who owned and performed with musical
instruments, loaded them on the truck
disguised as hillbillies and made wheel
Stores, Clubs Boost
'White Collar Girl'
Ed May, manager of the Lincoln Theatre,
Miami Beach, developed special interest in
"White Collar Girl," March of Time release,
by sending special letters to all members of
local women's professional clubs.
Society editors as well as the reviewers
and editors of the women's pages for the
Miami Herald, Daily News and Miami Beach
Star, used special features and art layouts to
boost the film.
Two department stores cooperated with
window displays and newspaper ads built
around wearing apparel for the "Whi:e Collar
Girl" with fuU theatre credit. Both stores
also distributed small announcement cards
in pay envelopes, and displayed 11x14 cards
in elevators and on counters.
Radio plugs were promoted over WKAT,
WGBS, WINZ, WBAY and WMBM. An advance
trailer, lobby display and marquee copy
helped to exploit the playdates.
Toy Drums to 25 Kids
To help exploit the reissue program of
"Drums" and "Four Feathers," Fred Greenway,
manager of the Palace Theatre in Hartford,
tied up with a local toy store and promoted
toy drums which were given to the
first 25 kids who showed up on opening day.
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tracks for other parts of the southland.
Places with names like Shake Rag,
Pecker Wood, Sleepy Vale, Suwanee and
Daniel's Town may sound like something
out of an Octavus Roy Cohen novel. To
the determined Allen manager, they are
real rural communities with live potential
patrons. These were his destination.
Right where traffic was heaviest, the
entourag:e stopped while the gang entertained
in real hillbilly style. James, meanwhile,
quietly circulated among the crowds
passing out luuidbills announcing Roy
Acuf f, the Weaver Brothers and Elvira and
the Allen playdates.
The entire stunt set the theatre back
seven passes to the show for the talent, a
dollar for gas and $4 for handbills.
The night "Grand Old Opry" opened, the
citizens of Shake Rag. Pecker Wood,
Sleepy Vale, etc., literally besieged the
boxoffice at the Allen. This so provoked
the curiosity of the Buford townspeople,
that many abandoned the idea of attending
the revival show and joined the Allen
ticket line. The net result was a packed
house for James.
All of which proves once again, that a
resourceful manager even in a town of
3,000 population and against the toughest
kind of opposition can put on a "purty
good" exhibition of showmandising. Even
the operators of the revival show admit
that James came through with a "slick"
piece of ballyhoo.
(Editors of Shake Rag Advocate,
Sleepy Vale Courier-Express and Pecker
Wood Financial Journal, please copy.)
Party for Soapbox Kids
Builds Public Goodwill
Bill Porter, manager of the Avalon Theatre,
Minneapolis, has been having tough
sledding getting publicity through most of
the sununer because he has t)een on three day
advance notice of his bookings.
With the Minneapolis soapbox derby hitting
the news columns regularly, he decided to
cash in with a bit of extra publicity by entering
three contestants under theatre sponsorship
.
The Star Journal came through with
stories. Porter threw a party for all the contenders,
gave them ice cream, popKJorn, a free
show and built up goodwill with the families
which he feels is bound to reflect in future
business.
Streets With No Names
In Contest at Newark
Fred Herkowitz, publicist for Proctor's,
Newark, N. J., promoted a lobby contest which
helped to build advance interest in "The
Street With No Name." Blowups of a map of
the city with the names of several streets
ommitted were placed on display. Patrons
were asked to identify the streets and passes
and cash prizes were offered for the correct
solution. A sidewalk display depicting scenes
from the film production also served as an
effective traffic-stopper.
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Good Tieup for 'Sam'
Is Described for
RKO Managers
Inspired by a manual which Harry Mandel,
national advertising and publicity director
for RKO Theatres, has developed around an
idea for "Good Sam," RKO theatre managers
are preparing to sound out local news editors
on a contest which should prove stimulating
when that film is played.
The idea briefly, is to have the paper
sponsor a contest in which readers will be
asked to baUot on their choice for the citizen
in that city who is popularly recognized as a
"Good Sam."
In Leo McCarey's production, the title role
is filled by Gary Cooper who portrays a man
going through life doing good deeds. A natural
for a newspaper tieup, such a contest
has terrific human interest value and editors
should literally "eat it up." Balloting will also
take place at the theatres with civic and
service clubs expected to lend full cooperation.
Mandel's manual includes a comprehensive
campaign easily adapted to any theatre in
any community.
The chamber of commerce would come in
on the promotion after the mayor had declared
a "Good Sam" day following announcement
of the winner, with the city and merchants
participating in a luncheon, parade,
special round of honor activities and the final
presentation of donated prizes on the theatre
stage, presumably on opening night.
Of course in return for its cooperation, the
newspaper would be properly exploited at the
theatre through a trailer and lobby display.
Daily announcements in the paper and at the
theatre on standings of the various nominees
would help sustain interest. Everyone in the
city above a certain age would be eligible to
vote by means of a ballot printed each iay in
the paper and ballots distributed to theatre
patrons.
The chamber of commerce would help
through the distribution of window cards and
other advertising accessories promoting the
contest.
Window tieups, car bumper strips, taxi
stickers, co-op newspaper ads plus strong
radio promotion would give extra stimulation
to the contest and help to exploit "Good
Sam."
Norwegian and English
For 'I Remember Mama'
Direct mail (one-cent postal cards) helped
focus extra interest on the Majestic engagement
of "I Remember Mama" at Beloit, Wis.
John Falco, manager of the Majestic had the
cards imprinted with copy in English and
Norwegian. These were sent to all residents
of the community and rural sections who are
of Norwegian extraction.
Fire Prevention Short
Gets Half-Page Co-Op
"Going to Blazes," a short featurette dealing
with fire prevention, was the subject of
a half page newspaper co-op ad promoted by
Bob Wade, manager of the Playhouse in Canandaigua,
N. Y. The ad included a photo
of local fire department members who were
guests of Wade on opening night. Six insurance
firms sponsored the advertisement.
BOXOFFICE Showmandiser :; Sept. 11, 1948
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