Boxoffice-December.24.1949

orphanages.
I
Sold
Decca Hookup Paves
Path for Pufalicily
On 'Ichabod'
When "Tl-ie Adventvires of Ichabod and
Mr. Toad" played the Utah Theatre in Salt
Lake City, Manager Charles Pincus gave the
attraction strong exploitation. Two week.';
prior to opening, a tieup was set with the
Decca record distributor, which provided the
picture with plugs on jukeboxes and disk
jockeys programs on stations KALL, KNAK
and KtrrA.
Art displays were placed in the theatre
lobby well in advance.
A screening for elders of the Mormon church
paved the way for special announcements in
about 200 church ward houses on two consecutive
Sundays prior to opening. The Walt
Disney studios sent Clarence Nash, the voice
of Donald Duck, to the preview. Nash remained
for personal appearancese at the theatre
on opening day, and through a tieup
with the Salt Lake Tribune, made a tour of
children's hospitals and The
.
paper ran colorful human interest stories on
this, and pictures wih full credits for the film
and theatre playdates.
The Parent-Teacher Ass'n highly endorsed
and recommended the picture following a
preview. Window cards were displayed :n
downtown locations. A heavy newspaper
schedule and radio saturation announcements
rounded out the campaign.
Trapped' Front Backed
With Still Montages
) Bernard Hayes, manager of the Granby in
Norfolk, Va., built a front to exploit "Trapped,"
carrying out the action theme of the pictm'e
via still montages headed, "This way for bullet-filled
action and thrills."
With merchandising tieups built around
comic books, toy guns, etc., full window displays
were promoted at Woolworth's and
other five-and-dime stores. The Ann Page
candy company was promoted for several
thousand lollipops for distribution attached
to cards reading, "Don't be a sucker for the
phoney money racket. See 'Ti-apped,' etc."
Radio station WLAW sponsored a Ti'ap
the Mystery tune contest, awarding theatre
tickets to listeners who properly identified
the song. Announcements stressed the action
elements of the film and included credits.
Sound Truck Ballyhoos
'Bagdad' in Baltimore
Extra exploitation paid off at the boxoffice
when Fred Schanberger. general manager
of Keiths Theatre in Baltimore, played "Bagdad."
A sound truck was used three days
prior to opening with an electrical transcription
played over the amplifier system and
signs calling attention to the playdates.
Reads drug stores throughout the city offered
a "Bagdad" special at all soda fountains.
Window and mirror signs plugged the
Keiths booking. A weekly newspaper sponsored
a coloring contest offering passes for
readers who submitted the best examples of
art.
Cutout letters, five feet high, spelled out
the title on the marquee and increased newspaper
lineage attracted special interest and
added patronage.
You Pay Your Money
And See Two Shows
Tlic HKO circuit sold "Kverybody Docs
It" to patrons of about 50 theatres in the
New York area by offering the show on
"free pass if you are not satisfied" basis.
The guarantee of the show as top entertainment
was sold in special trailers, lobby
displays, window cards and outdoor
posters and in large newspaper advertisements
and radio spots. Reports indicate
that each house averaged about
20 claims for passes from persons who
thought they did not get as much enjoyment
from the picture as the guarantee
stated.
Xmas Presentation
Staged by Students
Pre-Christmas promotion by Edwin Enke.
manager of the Calderone Theatre, Hempstead,
N. Y.. included unique tieups to promote
extra business and goodwill with the
Hempstead High school and Hofstra college
student groups.
A week before Christmas, a colorful stage
production of familiar songs and carols was
presented by a mixed chorus and concert band
composed of high school students. The presentation
was tagged, "Christmas in America,"
and was well exploited through the usual
theatre advertising channels and through the
student body.
On Wednesday before Christmas, Hofstra
college presented special Christmas portions
of the Messiah by Handel. The college glee
club and orchestra also participated in the
stage program.
Mailing pieces were sent to all home owners
in the area announcing the stage performances,
with a list of current screen attractions.
Enke advertised both the Messiah
rendition and "Christmas in America" as a
community service.
Kids Get Free Gum
A tieup with the Beech-Nut company arranged
by Steve O'Bryan. manager of the
Strand Theatre. Oswego. N. Y., provided every
youngster who attended a recent Saturday
matinee with free chewing gum. The giveaway
was advertised in the lobby of the
Strand and in theatre ads.
NO PERFORATIONS: 20% More Light and Better Vision
CYCimMIC
Magic Screen
of the Future
-NOW!
Custom Screen
•Patent applied for
Dislributed through Theotre Supply
$500 Giveaway Helps
Pre-Xmas Business
Jersey State Electric day. sponsored by the
local utility company of Elizabeth. N. J., was
turned intp a cooperative business stimulant
and pre-Christmas business booster by William
D. Herman, assistant manager of the
Ritz.
Herman approached the company, offering
to help promote the idea by coordinating the
store and theatre through a tieup. The firm
was enthusiastic and donated $500 worth of
merchandise including a television set, radio,
lamps, clocks, toa.ster, cooker, etc., and provided
6,000 heralds announcing the tieup.
They also ran advertisements in the Elizabeth
newspaper announcing a Jer.sey State
Electric day giveaway at the theatre. The
giveaway was made on the basis of a door
prize to patrons of the theatre on December
16.
All gifts were displayed in the theatre lobby
two weeks in advance.
Contest on 'Seabiscuit'
A successful coloring contest planted by
Walt Brubaker, manager of of the Wooster
(Ohio) Theatre, for "The Story of Seabiscuit"
elicited several hundred entries locally and
from nearby towns. The daily newspaper
ran a coloring mat for two days. Winning
entries were announced on opening day.
START 1950
extra-fine' RESOLUTION
Manufactured by
B. F. SHEARER COMPANY
2318 Second Avenue, Seattle 1, Waihington
Exclusively In Export by FRAZAR & HANSEN, Ltd., 301 Cloy St., San Froncisco 11, Colif
BOXOFFICE Showmandiser Dec. 24. 1949 — 441 — 37