Boxoffice-January.07.1950

Radio Spots Directed
At Holiday Shoppers
Sell The Heiress'
Heavy concentration of radio spots aimed
to reach Christmas shoppers and people
spending Christmas eve and Christmas night
at home paved the way for "The Heiress"
opening at Keith's Theatre in Cincinnati,
Nate Wise, RKO publicist reports.
Saturation plugs dominated the transit
system several days prior to Christmas. Additional
time was used to saturate the airwaves
through the faciUties of WKRC, WCPO
and WSAI.
The Cincinnati Kaiser-Frazer distributor
cooperated by arranging ten dealer displays
in windows, exhibiting a new car in the
Keith's lobby, and through newspaper co-op
ads. A fleet of six cars was bannered with
playdate copy and information on the national
Kaiser-Frazer sponsored "Heiress"
contest and used for street ballyhoo. The
dealer also plugged the contest extensively
via daily radio spot plugs.
The Cincinnati Times-Star sponsored a
local "Heiress" contest which was responsible
for extensive newspaper publicity over a
three-week period. Women 18 to 25 years of
age were invited to write a 50-word statement
on why they wanted to be the Cincinnati
"Heiress." A board of judges selected 25
applicants for personal interviews, from
which the winner was chosen as being the
most worthy and ambitious, and on the basis
of background, appearance, poise, etc.
The contest received an excellent buildup
in the columns of the Times-Star and the
paper's radio outlet, WCPO. More than $2,500
worth of valuable prizes were presented to
the winner on the theatre stage opening night
of the picture. All prizes were promoted.
Giveaway and Kid Show
Help Pre-Xmas Trade
A refrigerator giveaway, sponsored by a
jeweler and an oil dealer, attracted patronage
to the Massena (N. Y.I Theatre three days
prior to Christmas. Valued at $300, the refrigerator
was promoted by Manager Les Coulter.
More than 25,000 drawing coupons distributed
by the sponsors carried the theatre imprint.
The giveaway also was plugged in co-op ads.
Coulter also promoted a pre-Christmas
kiddy show, selling the entire theatre out to
a local beverage concern. The sponsor distributed
tickets free to consumers and donated
many valuable door prizes in addition
to providing a gift for every child who attended.
Santa Sticks Around
To See 'Holiday Affair'
Guy Hevia, manager of the Mayfair Theatre,
Asbury Park, N. J., held Santa Claus
over an extra week as a ballyhoo for his New
year's eve program.
A theatre employe dressed as Santa Claus
paraded the streets from December 26 to 31,
with a sign announcing: "I'm sticking around
until New Year's to see 'Holiday Affair' at
the Mayfair."
Hevia also used a radio campaign over
WCAP. The campaign included interviews
with Santa Claus who was queried on his
reasons for remaining in Asbury Park. Penny
post cards with similar copy were mailed to
all program subscribers.
Santa's Visit to Theatre
Good for News Photo
Frank Paul, manager of the Lyric, Indianapolis,
took advantage of the yule spirit prevalent
among newspaper editors to acquire
some added publicity for the theatre.
Paul arranged for the Santa Claus from a
local department store to visit the theatre.
The photographer from the Indianapolis Star
came along to take a picture of Santa talking
things over with the 4-year-old son of one
of the performers on the vaudeville bill.
The Times photographer took a photo of
Santa looking over the Christmas display under
construction in the theatre sign shop.
Both pictures made the news columns.
Over 2,000 Cans of Food
Collected for Needy
A "canned goods" kiddy show staged by
Manager Harry Bui-ke at the Community,
Saratoga Springs, N. Y., early in December,
yielded 2.000 cans of food which were distributed
to needy families at Christmas. The
show, an annual event, had the backing of
the Parent-Teacher Ass'n of Saratoga
Springs, and enjoyed the commendation and
goodwill of the entire community.
CLEARING HOUSE
(Continued from inside back cover)
THEATRE SEATING
Discriminating exhibitors buy chairs from S.O.S.
271 excellent veneer folding chairs. $2.95; 473
veneers, excellent, $3.50: 347 veneer back, spring
cushion, excellent, $4.25; rebuilt, $5.75. Tbousands
others. Send for Chair Bulletin, Dept. C,
S.O.S. Cinema Supply Corp., 602 W. 52nd St.,
New Yorlt lij.
Chair-ity begins at S.O.S. \Ve*re practically giving
'em away; 271 sturdj' veneer folding chairs,
$2.95; 293 rebuilt panel back spring cushion, only
$4.95; 2.000 late Araeric;m 7 ply veneers, like
new, $5.25. Send for Chair Bulletin for complete
list. C, Dept^ S.O.S. Cinema Supply Corp., 602
W. o2nd St., New York 19.
Theatre chairs, many reconditioned. Trade your
vent'ers on cushion chairs. Lone Star Film Co.,
liallas,
Tex.
Patch-0-Seat cement. Patching cloth, solvent,
etc, Fensin Seating Co., Chicago 5.
Tighten loose chairs with Permastone anchor
cement. Fensin Seating Co., Chicago 5.
Chair supplies. Everything for theatre chairs.
Fensin Seating Co., Chicago 5.
Used chairs, guaranteed good. Advise quantity
wanted. Photographs mailed with quotation. Fensin
Seating Co.. Chicago 5.
No more torn seats: Repair with the original
Patch-A-Seat. Complete kit, $6. General Chair
Co.. Chicago 22, 111.
Chair Parts: We furnish most any part you require.
Send sample for price, brackets, backs
and seats. General Chair Co., 1308 Elston Ave.,
Chicago 22. 111.
Several thousand used opera chairs now Id
stock. Can furnish any amount you request. Full
upholstered back, insert panelback, boxsprlng and
spring edge seat. Write for photo and state
amount and incline. We also manufacture new
chairs. General Chair Co.. 1308-22 Elston Ave.,
Chicago 22. 111.
Many years In the seating bushiess Is your
guarantee. Good used chairs are not too plentiful
but we have the pick. Full upholstered, panel
back and many other styles. We furnish proper
slope or level standards to fit your floor. All
size 18x21-inch chairs. Our prices are lowest.
Write for exact photo and price. We furnish parts
for all makes. Send sample. Good quality plastic
coaled leatherette 25x26-inch. all colors. 55c ea.
Cliicago Used Chair Marl, 829 South State St.,
Chicago 5, 111.
No more loose chairs: Get "Firmastone" .\nchor
cement, $5 per box. General Chair Co., Chicago
Parts for all chairs. Send sample for quotation.
Fensin Seating Co.. Chicago 5.
Theatre chairs, 4.000 in stock, $1.50 up, exporting.
Photographs furnished. Jesse Cole, 2565
McClellan. Phone Valley 23445. Detroit. Mich.
775 springedfle theatre s«aLs. 200 veneer seat*
with %" plywood backs. Very good and cheap.
Irving Levin. 717 Independence Blvd., Chicago,
III. Tele. NE 8-7336.
A real bargain. 978 new theatre chairs. RCA's
International Model 40IA. Yours for $10.50 per
chair. F.O.B. St. Louis, Mo. Privately owned.
Write, wire or phone A. L. Matreci, UptowTi Theatre.
493S DeVmar Blvd.. St. Louis 8, Mo.
For Sale: 200 opera style used theatre seats.
Available after January 1st. Cushion seats and
wood backs. St. Pauls Tiieatre. St. Pauls, N. C.
270 theatre chairs mast of them upholstered
backs and springedge seats now being used,
available soon. $800. L & N Theatre Corp.,
.\ntioch. 111.
Theatre seats 800 American, good condition,
whole nr part, reasonable. Liberty Theatre,
Providence. It. I.
1,300 used American Airdome seats. 800 used
St. American theatre chairs. Louis Amusement
Co.. St. 527 North Grand, Louis 3, Mo.
DRIVE-IN EXHIBITORS with
CENTRAL SOUND or POST SPEAKERS!
CONVERT to IN-CAR SPEAKERS
Now at economical prices beiore the seasonal rush.
Order immediately to assure prompt delivery.
DRIVE-IN THEATRE MANUFACTURING CO.
729 Baltimote (Phone HA. 8007) Kansas City, Mo.
Purchase J,000 Tickets
R. E. Agle, district manager for Appalachian
Theatres, Boone, N. C, sold a local
business firm 500 tickets for a special kiddy
show. The tickets were offered free to all
children visiting the toy department of the
store. An additional block of 500 tickets was
sold to the Northwestern bank in Boone for
distribution in the six largest schools throughout
the county.
THEATRE TICKETS
Prompt service. Special printed roll tickets.
100.000. $23.95: 10,000, $6.85; 2.000, $4.45.
Each change In admission price, including change
in color, $3.00 extra. Double numbering extra.
City, (F.O.B. Kansas Mo.) Cash with order. Kansas
City Ticket Co., Dept. 9. 1819 Central, Kansas
City, Mo.
MOR£ CLASSIFIED ON
INSIDE BACK COVER
30 —8- BOXOFFICE Showmandiser : : January 7, 1950