MPAA

Everything but the swinging door appears in this realistic theatre front built by Frank
Paul, manager of the Lyric Theatre, Indianapolis, for "I Shot Jesse James." Other features
of the campaign consisted of short teaser trailers, a 40x60 in the lobby with red painted
copy reading, "Is Jesse James dead?" and an outdoor ballyhoo.
Author Goes on Stage
For 'Flamingo' Bow
Mark DuPree, manager of the Enipire Theatre,
Daytona Beach, Fla.. promoted a wealth
of publicity and art in the local press as a
direct re.sult of cooperation he enlisted from
Robert Wilder, author of "Flamingo Road."
WOder, who was in Daytona Beach working
on a new book, proved extremely cooperative.
He furnished DuPree with a number of
photographs which were used extensively by
the press and in the theatre lobby.
The novelist agreed to autograph books
purchased at the Daytona book store coincident
with the opening of "Flamingo Road"
at tthe Empire. The book shop ran large
newspaper ads mentioning the theatre engagement,
and plugged the pictm-e through
window displays, counter displays, etc.
Wilder made a personal appearance on the
stage on opening night which was widely
publicized by press and radio. Station WNBB
interviewed the author on a 15-minute gratis
program the day before the picture opened.
Additional window displays were promoted
from book shops and a local furniture store.
Screenings and Music
Basis of 'Tulsa' Buildup
Myron Talman, manager of the Roxy Theatre,
Kansas City, did a good week's business
with "Tulsa" and passes his campaign along
for the benefit of other Showmandiser
readers.
He screened the picture for the district
managers of all local oil companies. "Tulsa"
recordings were planted with disk Jockeys on
all Kansas City radio stations, and sheet
music arrangements were given to entertainers
in various night spots.
A 9xl5-foot banner was placed against the
facade of the theatre building, above the
marquee, with spots illuminating it at night.
Posters and displays were used in the theatre
lobby in advance, and a special front was designed
for the current engagement.
Library Displays Help
Syracuse, N. Y., 'Pacific'
Dick Feldmans campaign for "Canadian
Pacific" at the Paramount Theatre in Syracuse,
N. Y., booked on a double feature program
with "A Duke of Chicago," was marked
by 25 window cards displayed in public libraries,
branch libraries, book store windows
and book counters in local department stores.
In exchange for a short trailer plugging
the Gabriel Heatter program over WNDR,
the Paramount show was plugged four times
a day for five consecutive days prior to opening.
The foreign language newspapers gave
"Canadian Pacific" gratis writeups, and a
co-op ad featuring a star head of Jane Wyatt
with mention of the theatre, title and playdates
was promoted from a neighborhood
beauty salon.
J {J
O^oaeu
(Continued from page 29)
petition in other locations where business
is not up to par.
We heard some comments from exhibitors
whom we queried that product has been
bad lately. Yet it has been good enough in
other parts of the country to show a general
increase in the volume of business. And with
the same product.
Exhibitors who argue that TV does not hurt
business might check statistics in the New
York area. The 550,000 sets probably are
reaching more than 25 per cent of the population.
If a sizable majority of TV sets in
New York are concentrated in two boroughs,
the theatres in those boroughs are competing
against a greater percentage of TV sets.
And as the TV saturation rating increases,
it is probable that motion picture attendance
decreases.
That formula will hold in any area and
for every exhibitor.
Heralds Distributed
To Launch Campaign
For 'Honeymoon'
Paul Townsend, manager of the Midwest
Theatre, Oklahoma City, launched his campaign
for "Family Honeymoon" by distributing
several thousand circulars plugging
forthcoming releases. Including "Honeymoon."
Art pieces in the lobby were displayed
two weeks in advance of opening.
Cross plug trailers, furnished by U-I, were
run at two affiliated houses in the city.
A 30-minute transcription record fm-nished
by the distributor and a personal interview
transcription were used over radio station
KTOW on promoted time. Free spot
announcements on the Treasure Chest quiz
program heard over KTOW were received in
exchange for several free passes. "Family
Honeymoon" was also plugged by Larry Cotton
on his sustaining show over WKY.
Advance newspaper art was placed in the
Sunday Oklahoman. The newspaper campaign,
starting nine days before opening,
was climaxed opening day with a 100-inch
ad, and through arrangements with the local
newspaper, a Lux soap newspaper co-op was
deliberately held up to break on opening
day of the second week of the picture's run
to implement the theatre's regular holdover
ad campaign.
Illuminated Display
Is Standout for 'Snake'
Concentrating selling in newspaper ads.
radio announcemen';s and the posting of a
24-sheet and three-sheets helped business on
"The Snake Pit" for James Bell, manager of
the Penn Theatre, New Castle, Pa.
Forty window cards w«re spotted in strategic
locations throughout the downtown
area. A special front was made up of 30x40s
and sets of 11x14 color photos. D splays were
located in two hotels, and a third carried
directory credits listing the theatre name and
picture title.
An outstanding window display was set
up with the G. C. Murphy Co. The window
was dominated by a Hollywood special 40x60,
illuminated from behind. In the foreground
were copies of the book, "The Snake Pit," and
stills from the film. Bell reports that because
of the illumination, the window was the Main
street
attraction.
Toy Balloons Released
With 'My Heart' Gifts
Randall Roberts, manager of the Browny
Theatre, Brownsburg, Ind., tied up with a local
grocery for a novel stunt which helped
exploit "So Dear to My Heart." Balloons
were filled with helium gas, and attached
to them were slips of paper entitling the
f:nders to such items as a ham, cake, coffee,
etc., redeemable at the cooperating grocery
store. The slips included a plug for "So Dear
to My Heart." The merchant publicized the
tieup with a 3-column, 14-inch newspaper ad
and announcements that the balloons would
be released at the theatre at a designated
time.
For "Hills of Home," Roberts stenciled
dog tracks on sidewalks throughout Brownsburg
with copy, "Follow me." The tracks
led to the theatre.
30 —160- BOXOFFICE Showmandiser :: May 28, 1949