Boxoffice-May.15.1949

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I Giveaways of Poultry Help Sell 'Chicken' At Syracuse, N. Y. The campaign for "Chicken Every Sunday" at the Paramount Theatre, Syracuse, had the advantage of a tieup with Swift & Co., another with radio station WSYR, and display signs in libraries and department stores, engineered by Richard Feldman, manager of the Paramount. On the Swift tieup, seven local trucks carried large bamiers plugging the playdates, tied in with the catchline: "For chicken every day of the week, use Swift's, etc." The company also provided 42 chickens for distribution among newspaper critics and as prizes to winners on the air show, WSYR Goes Calling. Twenty of the chickens were also given away from the theatre stage as door prizes, giving the picture a good buildup. Twenty-five gratis spot announcements were promoted from WSYR which carries the national Alan Young show, in exchange for a one-frame trailer at the Paramoimt. Window cards were displayed at all public libraries, the Syracuse university library, bookstore windows, counters of book departments in large Syracuse stores as well as downtown groceries, A&P's, Mohican markets, and various other food stores. Feldman tied up with Snell's Dancing Academy which featured a "Chicken Every Sunday" prize waltz contest a week before opening. Guest tickets were given away as prizes. Children's Photo Contest Is Sponsored by Studio A children's photo contest promoted by Al Hutchins, manager of the State, Fostoria, Ohio, drew several hundred entries and attracted wide local attention. Children up to the age of 4 were eligible and a local photo studio took their pictures gratis. The photographs were placed on display in the lobby and winners were chosen from ballots cast by patrons attending the theatre. The photo studio which sponsored the tieup contributed a $50 and a $25 savings bond for the first two winners in addition to color photos as consolation prizes. The sponsor also paid for a 4-column, 10 J- -inch ad which ran in the local newspaper, followed by a two two-colimin ads of eight and nine-inch size. Merchant Foots Bill On 'October' Contest Howard Thomas, manager of the Odeon Center, Owen Sound, Ont., promoted a contest in conjunction with "The October Man,'' under the sponsorship of a local merchant. Clues were furnished via radio and published in the local newspaper five days prior to the pictm-e's opening. Entry blanks were available at the sponsor's store and prizes included hampers of groceries, and theatre passes. The merchant paid for the cost of all radio and newspaper advertising and show card work. The theatre was tapped only for the cost of the entry forms amotinting to five dollars. The contest created great interest in the picture playdates, judging from the large number of entries received. Isn't It's Raining Rain, Dollar Bills Bill Hulbert, manager of the Massena (N. Y.) Theatre, put over an Easter tieup which cost the theatre and participants nothing and brought both gifts, and increased business to the theatre. Stunt was tagged a Ham giveaway and included eight 15-pound hams, 26 cartons of cola drink, cartons and cases of ginger ale, home packages of ice cream and many other items provided by neighborhood merchants. Coupons were published in the Massena daily and others were dropped from an airplane flying over the town. A few dollar bills were tagged to coupons dropped. Newspaper stories on the stunt had the local citizens walking around with their eyes directed toward the sky . . . hoping. All prizes were displayed in a freezer placed in the lobby with signs announcing the date of the giveaway. Footwear Giveaway Exploits 'Red Shoes' Steve McManus, manager of the Odeon In Fort Williams, Ont., tied up with Bryan's, Ltd., to award a pair of expensive footwear as a door prize to exploit "The Red Shoes." The store paid for 10,000 circulars explaining the drawing, with one side devoted to the film and playdates. The cards were distributed at the theatre well in advance. The store set up a huge display of ballet slippers in the theatre lobby, backed by full color posters on the picture and duplicated the exhibit in its main window. ^nQccadion Continued from preceding page) difficult. So, too, has been the struggle for recognition. The Bonus is an equalizer for these past discrepancies. It seeks to compare ability, resourcefulness andi ingenuity with results attained at the theatre boxoffice. Regardless of theatre size or location, it strives to give the theatreman whose exploitation may be limited to a weekly ad or house program or a lobby display, an equal opportunity with the showman who has a larger budget and who frequently gets tangible and financial aid from the distributors. We feel proud to have been selected, by the publisher of BOXOFFICE to have a share in the administration of the new Showmandiser section during these past two years. We feel proud to have such a competent and enthusiastic staff to work ^vith at BOXOFFICE. We are especially glad to have made so many new acquaintances among BOXOFFICE subscribers and renewed old friendships. And we want to let everyone know that the past two years have been the most enjoyable and interesting of our 26 years association in this business. Newspaper and Radio Proclaim 'Women' to Cincinnati Fans Free newspaper space and air time were promoted for "Little Women" at the Capitol in Cincinnati. The campaign was handled by Nate Wise, publicity director of RKO theatres in that city, and Erwin Bock, manager of the Capitol. The Jenny store tied in with one of the fashion features from the film for a 1,000 line co-op ad. Theatre and picture credits were prominent. The Hallmark Co., distributors of greeting cards and novelties, gave the picture 50 displays with retail outlets including department stores and specialty shops. The tieup was on "Little Women" dolls. Extensive window tieups were promoted with McAlpin's department store, the Mabley and Carew department store, the Song shop and numerous book stores. The Cincinnati Times-Star cooperated by running a coloring contest. The paper used a three-column drawing in addition to a twocolumn drawing for children. Theatre passes were awarded as prizes. The Times-Star also ran advance stories and art breaks in connection with a stunt whereby the paper and the theatre invited the family with the largest number of "Little Women" to be guests at the opening performance. The Cincinnati Post and the Enqtiirer devoted large art breaks to the opening. Free air time was promoted on WSAI and WKRC. A false front was used during the current showing. English Showman Sells 'Belinda' Co-Op Herald H. Clayton Nutt, manager of the Broadway Theatre, Eccles, in England, took advantage of two unusual opportunities to exploit "Johnny Belinda." Nutt prepared a layout for a cooperative herald which he sold to a laundry on an equal cost basis. Half of the heralds were placed in laundry packages, the remainder distributed at the theatre. A window display was also arranged with the merchant, incorporating accessories from the film production and theatre signs with playdates. Signs bearing the title and dates were placed throughout the theatre. An advance plug was placed on the theatre's newly installed marquee attraction sign. Nutt made personal announcements from the theatre stage to create added interest. Million Dollar Checks Issued for 'Tatlock's' Emery Creekbaum, owner-manager of the American Theatre, Ladoga, Ind., reports a 50 per cent boost in normal business as a result of a simple stunt used in connection with "Miss Tatlock's Millions." Operating on an extremely limited budget, Creekbaum had his local bank imprint checks made out to the order of American Theatre Patrons for one million dollars in laughs. He reports that most of the people who received them commented on them when attending the picture. The attraction was also exploited through window cards placed in Ladoga and seven adjacent communities. 38 —142— BOXOFFICE Showmandiser May 14, 1949
APVEP9JVMm as rugged as the wilderness! tHtaE>LS ^ • • • as toivering as the mountain peaks! JdSMANV^ • • • as lender as a first iciss! PRES, liiHif! 00Z.02^ Syas DANNY ... the boy they called a quitter! as DORIS...the girl who trusted her love— and nothing else! as TOM . . . whose burning hatred was a deadly weapon! with FORREST TUCKER • SKIP HOMEIER . Produced by WILLIAM MOSS • Directed by PHIL KARLSON Screenplay by Morton Grant and Dorothy Yost • Story by Morton Grant • Presented by WILLIAM MOSS PICTURES, INC. • Released by EAGLE LION FILMS EAGLE LION'S Great Outdoor Action Hit... in Technicolor!
Page 1 and 2: TOTAL NET PAID CIRCULATION EXCEEDS
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Page 5 and 6: MORE MID MORE AND STILL MORE TOP m/
Page 7 and 8: nIi4 ffûlu CT lluyylotloH.^ylctut
Page 9 and 10: word firm business relationship wit
Page 11 and 12: Levy Issues Bulletin On Drive-In Pa
Page 13 and 14: 'Sfocked With The Stuff To Banish T
Page 15 and 16: U EXHIBITOR WHO DOESN'T CLEAN UP WI
Page 17 and 18: inbc ur ibiiuiiinbi I MIL KtRuniKiu
Page 19 and 20: AT 25, LEO LOOKS BACK PROUDLY AT FI
Page 21 and 22: s the company Shov^men today an une
Page 23 and 24: ^^ ?,\\ ^^^ >.- ^/fi "Give your sup
Page 25 and 26: TOA Lists 433 Films Used by Televis
Page 28 and 29: . . The . . There 7i^€i4AC9t^to«
Page 30 and 31: Theatre Construction, Openings and
Page 32 and 33: the HOME STATE EXHIBITOR LEADS MONO
Page 34 and 35: 'lake Me Out to the Ball Game" Wins
Page 36 and 37: . . Robert . . John 'i¥o(le^Mmd ê
Page 40 and 41: Guest -of -Week Stunt Earns Bonus F
Page 42 and 43: April Fool Program Has Quaint Gags
Page 44 and 45: Smart layouts, above, right and bel
Page 46 and 47: ; WILLIAM Sales Girl's Glamor Conte
Page 48 and 49: . . . Maurice . . Marilyn . . Anoth
Page 50 and 51: ' MODEL 401 -A popular theatre chai
Page 52 and 53: . . Chauncey . . Schenck-NT Split S
Page 54 and 55: Video Will Promote 'Joe Young' Debu
Page 56 and 57: Loews, Fabian End Ties in Richmond
Page 58 and 59: Wilcox Sees Changes In British Meth
Page 60 and 61: starring " son STUDIO PERSONNEUTIES
Page 62 and 63: Z'xecddilue. was accompanied from t
Page 64 and 65: ^0«td^«t ^Cfi^^ PHE FIRST FILM TO
Page 66 and 67: w INTERNATIONAL CHAIRS ^ i^^^S^. ,f
Page 68 and 69: PORTLAND C'dison Vickers is opening
Page 70 and 71: More British, Fewer U.S. Films Impo
Page 72 and 73: . . Ernest INDIANAPOLIS Wal Klaver,
Page 74 and 75: INTERNA¥IONAL CHAIRS MODEL 401-A T
Page 76 and 77: . . Charles For Femme Lead in "Cow
Page 78 and 79: NY TIME is a GOOD TIME to read and
Page 80 and 81: . . Howard . . Harold . . Frank . .
Page 82 and 83: INTERNATIONAL CHAIRS MODEL 401-A Th
Page 84 and 85: . . H. . . President . . Drew Sever
Page 86 and 87: . . Jean . . Inez . . The . OMAHA p
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Renovated Ellwood City, Pa., Manos
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INTERNATIONAL CHAIRS MODEL 401 -A o
Page 92 and 93:
. . Al . . Thomas . . William . . .
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. . Chris C I N C I N N ATI lêmber
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. . . Male . . Warner . . Lou . . T
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LOUISVILLE Tames G. Howe, owner and
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. . Sympathy . . Harry . . Joan . .
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INTERNATIONAL CHAIRS MODEL 401-A os
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. . Leonard . . Al . . Inez HARTFOR
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Introducing American Desk DRIVE-IN
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INTERNATIONAL CHAIRS MODEL 401 -A T
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. . Paul . . Homer Dave Mifchel and
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. . John . . Stormy 9*uiaU Griggs S
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Registrants at Georgia TOA Conclave
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MODEL 401-A The most popular theatr
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MILLION-DOLLAR CONVERSION IS STARTE
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Alger Lancaster, Stuttgart Manager,
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. . Joe . . Dave . . Ben . . Added
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. . . Edward . . NEW ORLEANS (Conti
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Capacity Houses Drawn For All-Carto
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. . The . . George V A N C O U V E
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. , The TORONTO Two veteran project
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NOW! BIGGER BETTER FINER The Always
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EXHIBITOR HAS HIS SAY ABOUT PICTURE
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TURE CHART release date. Production
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I AM lli; FEATURE CHART CHECK RUNNI
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, FEATURE CHART CHECK RUNNING TIME
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SHORTS CHART title. First dale is n
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EXHIBITOR HAS HIS SAY ABOUT PICTURE
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' SHORTS REVIEWS Opinions on the Cu
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. . . Because .' . Grim, . . EXPLOI
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We told you about Chicago Now pleas
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Boxoffice-May.15.1949

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