Wonders in Windows Left, R i t z Theatre. Gainesville, Ga., Bill Davis, manager. Music tiein, left, arranged by Ray Gingell, manager, Hiser Theatre,' Bethesda, Md. Merchants' window space is a useful and effective method of exploiting theatre attractions. The most common method of acquiring space is via the direct method of tying in the storekeeper's product as Manager Bob Hynes did. above. BaliyHints Book tieups account for hundreds of attractive window displays each week. Gordon Spradley. manager of the Capitol, Miami, connected with Kress to sell a recent horror bill. The store displayed fuU stock of mystery and horror books. Neon-illuminated sound truck ballyhoo was used to exploit "Gallant Blade" for dual opening at Cameo and Capitol theatres, Miami. At right. "Miss Tatlock" street ballyhoo provoked amusement and comment for Harry Starr, manager of the Daytona, Daytona Beach, Fla. Left, jeep distributor provided this ballyhoo for "Foreign Affair" for L. P. Charlton, manager of the Oxiord. Halifax. N. S. 42 —92— BOXOFFICE Showmandiser :: March 26, 1949
Two-Page Ad Contesi On Tap Roots 1 Heads U-I Event Entries Newspaper and radio breaks formed the bulk of the campaign conducted for "Tap Roots" by Peter Nepote, manager of the Arcadia, Olney, 111. Startingoff with a fivecolumn, 15-inch tabloid page in the Daily Mail, a teaser campaign followed on the "Susan Hayward All Occasion Wardrobe" theme. Fashion mats were planted featuring Miss Hayward in today's styles as compared to that of the period depicted in the film production. These were begun well in advance, and publicity breaks were run blind until ten days before opening when they were explained, utilizing large ads which continued through to opening day. OBTAINS DOUBLE TRUCK A double truck, entirely paid for by merchants in the community, was landed by Nepote. With the aid of the local county superintendent of schools, pictures were obtained from various old residents within the county which were incorporated into the ads, tied in with a contest on the city's "Tap Roots." Merchants donated cash prizes, with the theatre awarding passes. Two weeks in advance. Nepote met with the county board of supervisors at the court house and received permission to plant a tree on the court house lawn. Through a contact with the Richland County Farm Bureau, Nepote obtained a young sycamore tree for planting, at no cost to the theatre. The editors of the Daily Mail and the Olney Times were invited to take part in the ceremonies, with resultant front page breaks in both papers featuring a photo of the planting. The air was hit a week prior to opening, with two spots daily over station WLVN. The station devoted time during news broadcasts to plug the playdate. In all, 14 spots were obtained, gratis. COSTLESS RADIO TIEUP A radio tieup at no cost was made with the King Furniture Co., which sponsors a man-on-the-street program. A question pertaining to Olney's "Tap Roots" was posed to passersby, with passes awarded for the correct answer. The stunt prevailed for five days before opening, with plugs for picture and theatre dates. In addition to regular 30x40 and 40x60s, a National Screen neo-art was used effectively in the theatre lobby. More than 2,000 special heralds were distributed in the rural areas, and the picture was announced in weekly house programs for three weeks before opening. Model Ship Is Displayed To Hypo 'Red Witch' An unusual lobby display did a good advance selling job for Mark DuPree, manager of the Empire Theatre. Daytona Beach, Fla.. in connection with "Wake of the Red Witch." A section of the lobby floor was covered with white beach sand. Cutout letters of the title in black metallics was placed in the sand and a heavy rope was used to border the display. In the background a model of a large sailing ship was set before a litho cutout showing the stars, title and illustrative art. BOXOFFICE Showmandiser ! : March 26. 1949 Oh How Patrons Yell For the Dinner Bell People like to eat. That's the conclusion of John Oswalt, manager of the Ohio Theatre, Ravenna, Ohio, following a new type of giveaway he instituted recently. Oswalt tied up with ten downtown eateries to supply him with two free dinners, one night a week for six weeks. To let the public know what it was all about, he had cards in each participating restaurant window proclaiming, "Win-a- Dinner Night Every Thursday at the Ohio." Heralds and newspaper ads on a co-op basis also plugged the idea as well as lobby cards and a trailer. The first night Oswalt appeared on the Ohio stage to give away the free meals he was dressed in a chef's outfit. A dinner bell ringing periodically gave the gimmick additional atmosphere. The stunt is surefire, according to Oswalt, who reports he had never realised M mam people are looking for a free mc.il. Cafe Menu Inspires Layout on 'October' A. R. Clausen, manager of the New Adler at Marshfield, Wis., picked up an idea from a restaurant menu to draw attention to his regular newspaper advertising for "The Return of October." On top of the regular ad suggested by the Columbia publicity department, Clausen put an insert with a picture of an ostrich head. Copy read: "You may think we are sticking our neck out, but we are so sure that you'll like 'The Return of October' that we will guarantee it for you! If you don't like it when you see it Sunday just tell us, and you'll be our guest for a performance at any future film of your choosing you would like to see." Together the ads made a good team and garnered plenty of attention. At the Relda Theatre, another Adler Theatre Co. situation, W. Berkley, advertising manager for the circuit, jumped on the bandwagon of the city Harvest festival to call attention to coming shows, all of which were in Technicolor. A front display was built for the Harvest festival week with large leaves cut out of a sign card and with the titles of the pictures on each leaf, under a heading of "Harvest of Hits." The Relda created favorable comment also when it tied in "I Remember Mama," which had run earlier, with the running of "Life With Father." The newspaper ad was headed: "Tomorrow is the day father comes to Marshfield and he has Mama with him." Hits Target on 'Thieves' Allen Richardson, manager of the Dosta Theatre. Valdosta, Ga., promoted a full window display with the local Kress store to help exploit "Prince of Thieves. " The store used litho posters plugging the picture and playdates and surrounded this with a full line of bow and arrow sets. —93— Salt Lake Newspapers Support Kiddy Club At Utah Theatre A Mickey Mouse club started at the Utah Theatre in Salt Lake City by Manager Charles Plncus is packing the house every Saturday morning and resulting in daily publicity breaks through a tieup with the Salt Lake Tribune-Telegram. Spelling bees are held on the stage for Which the kids have to clip a coupon from the newspaper In order to participate. The other gimmick is a cartoon coloring contest in the paper which pays off with prizes awarded at the Saturday morning shows. A program of special film fare especially suitable for children is selected. Another tieup with the local papers effected recently centers around a special stage show conducted at the Utah. Talented musicians and amateur performers selected through tryoutl in different regions in the mteniimiiitam area are brought to Salt Lake City to perform on the stage of the Utah. Stories have appeared in the Tribune every Sunday following the special show, and dally publicity breaks in both papers. The newspaper angle is in saluting the various regions from where the performers hall. Building Project Offers Spot for Big Banners Two Jumbo banners placed on a construction project directly across the street from the post office, coupled with window displays and bus cards, did a good Job of selling of "The Jolson Story" for Howard Blnns, former manager of the Capitol Theatre in Midland, Ont. Binns has been transferred to the Garrick at Halifax, N. S. Binns obtained card space in the Midland buses by emphasizing to the owner, who permits no advertising at all in the coaches. that plugs for the big Jolson musical would mean extra revenue for him. The trial was such a success, Binns says, that when he left Midland the bus company was willing to give card space on any big feature. Binns also sold 11 co-op ads utilizing the titles of the song hits from the picture, which ran six days instead of the usual two at the Capitol. 'Words and Music' Hits Used to Exploit Film Beginning two weeks in advance and continuing through the current run of "Words and Music," Bill Relsinger, manager of Loew's, Dayton, Ohio, had records from the film played in front of the theatre with this announcement, "You are listening to tunes from Words and Music." " The same records and announcement were played in the lobby at breaks. An eight-foot color blowup standee of Vera EDen in (he dance scene, "Slaughter on Tenth Avenue," was set up in front of the theatre two weeks before playdate. Realistic in appearance. It drew the attention of camera fans who wanted to pose with the picture. The gadget rated a two-column break in the newspaper, and Relsinger reports that It turned out to be the biggest attraction 111 the whole campaign. 43
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