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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. 36 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. —650— 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 I ^
17 ^^.".ut comingr WilJ it help or hurt? 131 If ililUtI ^r^ we in the courts for life f Wedilm 'i Can exhibition live under 20/ ^ CAN THEATRES CAPITALIZE ON TELEVISION? sized asi e title What is th e answer to the ASCAP problem? *, Ama tonia iDdeditoii] i?nlala ilTiC 11^' 1 CMpeij. HOW CAN 16 MM. COMPETITION BE MET? Can âAf '^ÂNSI^ What of the drive-in th eatres ? uoiu-l 'ORTat_ ION ^^Tes BE CUT, ajiiiilit' Utiaralil' MATIONAL # CONVENTION •lid ilrll tardiuil ips, HI n rreil Theotr^nmeisofMmriea m ^^r TED R. GAMBLE W M •^ Drake Hotel, Chicago—Sept. 24-25 'Ooi Every exhibitor, regardless of affiliation—every industry leader, from whatever branch of our business —is cordially invited to participate in what prorhises . . . with nationally known to be the largest, most important gathering of theatre-men ever held speakers expressing their views along with yours. FOR RESERVATIONS, WIRE OR WRITE JOHN BALABAN, General Convention Chairman, Chicago Theatre Bldg., Chicago 1, Illinois.
Page 1 and 2: TAL NET PAID CIRCULATION OF THIS IS
Page 3 and 4: A "^ êv 9 7Wbon't worry, Miss Box-
Page 5 and 6: '^: Y/h7AimZ^. first theatre to sho
Page 7 and 8: eal growth in the 50-odd years of i
Page 9 and 10: I I 6 \20TH'FOX UPS 1948-49 OUTPUT
Page 11 and 12: at least some parts of the agreemen
Page 13 and 14: AnSWBr to SIMPP Suit ^"°*^^'' circ
Page 15 and 16: 0^^l ^^^vv:^"^ #^S^Xti
Page 17 and 18: To that memorable list of superb ro
Page 19 and 20: LOS ANGELES' FOUR MUSIU HALLS UKOSS
Page 21 and 22: ;lio lit. f ' ii i tFlSK attlaiii,
Page 23 and 24: RKO Rushes Bookings On Mitchum Pict
Page 25 and 26: i please W IS «4K/j Says the TRADE
Page 27 and 28: )? .ce It's 'ma rhe Most Famous Sho
Page 29 and 30: CHESTER FRIEDMAN EDITOR OKOffICi? H
Page 31 and 32: TOApNGEG-lST '^^^DS «/ COLUMBIA PI
Page 34 and 35: jJ!!?!en^ First Line Of Setiing
Page 38 and 39: It . thf week 1 if Pen^Patience and
Page 40 and 41: Sweet Ballyhoo and Army Tieup Explo
Page 42 and 43: . . Joseph . . Texas Fred Stein to
Page 44 and 45: . . . Louis . . . Lena Paul . . Wal
Page 46 and 47: . . . The . . Lou . . Alfred . . La
Page 48 and 49: . . The . . Ray lie : PHILADELPHIA
Page 50 and 51: Philippines Leading 16mm Film Marke
Page 52 and 53: : September Cleifers STUDIO PERSONN
Page 54 and 55: $200,000 Lancaster, Calif., Antelop
Page 56 and 57: . . Gerry . . The . . SEATTLE XJ H.
Page 58 and 59: . . Charlotte . . Ron . . Manager .
Page 60 and 61: ^J MILWAUKEE pay Schneider was winn
Page 62 and 63: . . Eddie . . ST. LOUIS piU Thomas
Page 64 and 65: . . Remodeling . . James . . Constr
Page 66 and 67: . . D E S MOINES IWrayo Beatty, for
Page 68 and 69: . . . Local . . Tom 2nd COLUMBUS pe
Page 70 and 71: Church and Theatre Live in Harmony
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Page 74 and 75: Dave . . W. CINCINNATI fJTTS. Mary
Page 76 and 77: . . May Fortune . . John . . RKO Ha
Page 78 and 79: . . M. . . The are Total of 45,500
Page 80 and 81: . . Harry . . Sam rMOVIE HOUR W SEA
Page 82 and 83: Heart Award to Tent 23 In Boston Se
Page 84 and 85: . . Howie . . Warren . . Harry . .
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..:=«««Wt**l«W^- CLASSIFIED ADS
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. . . Frank . . Jack . . Actors . .
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. . . Ben . . . Ernest . . Buddy DA
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. . Harry . . "So . . . Texas . . M
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NY TIME is a GOOD TIME to read and
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. . Martin . . The . . The . . Mrs.
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i A theatre operator's report on BO
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HERE'S HOW TO BEAT A FULL HOUSE lou
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' THE STRONG ftfCTR/C CORPORATION A
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SEPTEMBER II. 1948 Vol. XV No. 10 o
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Fig. 3. Front of the auditorium, sh
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suntan Another new lamp is a onc-wa
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Booth Firms No. Ace Electric Mfg. C
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SLIMLINE FLUORESCENT LAM PS- A New
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. . Ballantyne VISIT BOOTHS 70 AND
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.MeMM^ ADDED INCOME OPPORTUNITIES F
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' "PAYS FOR ITSELF WHILE IT PAYS YO
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I ONLY ^fLLU/LUiîf DELIVERS THE "C
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STAND AT DALLAS AIRER IS 'BIG BUSIN
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vm Good lighting— a fundamental t
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Starxrf the tieater interior In the
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Prompt Delivery • Choice of World
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INVE5V DON'T INVITE TROUBLE Be sure
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WHY V^J WAGNER LETTERS and FRAMES A
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Tall, slender tapering, esthetic li
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Brfgh+en up, EVERYBODY! WH-for the
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iiij %mm>N$ No other item of theatr
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I y ^^^mêai^. Go down any "Main St
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. NEW . TORONTO, ADLER ,.5v^^^^^'''
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MEETING THE UNWELCOME GUEST Fire Pr
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Hoff. SIX ADDITIONS TO BALLANTYNE L
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deg. or more. The lamps are equippe
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lence is achieved, througn tne use
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pictured here. The attractive young
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PERSONNEL QUIZ: Some Timely Tips on
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|uee Theatres Redecorated by Eugeni
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w . . . brochure . . brochure . . c
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f Dealer Appointments By General Re
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I! )XOFFICE BAROMETER • EXHIBITOR
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BOXOFFICE BookinGuide Sept. 11, 194
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CHECK RUNNING TIME WITH LOCAL EXCHA
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Sf^YOFFirr Ttonlnnniiiria Sent. 11.
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ll CHECK RUNNING TIME WITH LOCAL EX
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I 1 915 '> An interpretative analys
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