Boxoffice-March.04.1950

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February's Attractions In Are Sold $20,000,000 Teaser Drive! Arnold Gould, city manager for the Durwood Theatres in Jefferson City, Mo., put on a campaign to publicize his February attractions as "something special" and had the entire community conscious of his efforts by injecting a teaser device. Early in January, daily newspaper ads announcing "$20,000,000 Is Coming Your Way" began to appear. The ads also were run in rural weeklies. Fifty window cards with the same message were spotted in the best available locations. Additional signs appeared in unusual places and people started to wonder when the windfall was and by what miracle it would come their way. Signs then began to show up around the Capitol, in the lobby, under the marquee canopy and on the entire east wall of the theatre. Interest mounted. Film News to Visitors With Trade Club Help A low cost gimmick which served a double purpose has been developed by W. J. Souttar, manager of the Lincoln Theatre, Springfield, 111., to give him an accurate check on all visitors to the city and as a public relations setup with the Chamber of Commerce. At regular intervals, blotters are imprinted with a cut of Abe Lincoln's silhouette and a message of welcome from the local Chamber of Commerce. Across the bottom, coming and current attractions at the Lincoln appear in a block. Because of the fact that Springfield attracts many conventions throughout the year, the low cost promotion has paid off, and Souttar believes it might be useful to other exhibitors located in cities which attract conventions. Through the Chamber of Commerce, each visitor to the city receives one of the blotters as he checks into his hotel. For "Sands of Iwo Jima," Souttar promoted a quantity of Polite, a substance made locally for use in sand urns. About an ounce of this product was placed In glassine envelopes imprinted with a rubber stamp announcing the playdates. The envelopes were distributed by ushers in marine uniforms, as people left the theatre and to pedestrians on the street. Essay Contest Exploits 'Red Shoes' in Hartford An essay contest arranged by Frank Morin, manager of the Regal Theatre, Hartford, helped "The Red Shoes." The contest was staged in conjunction with all music schools in the city, and was sponsored by a shoe store, local distributor of Capezio shoes. Ten thousand bookmarks were distributed in libraries and book stores. Sets 'Battleground' Art A "first" was achieved by Joe Boyle, manager of Loew's Poll Theatre, Norwich, Conn., when he planted a double-column scene mat on "Battleground" in the Norwich Bulletin. According to Boyle, this is the first time the paper has consented to run two-column art on a motion picture. Theatre, playdate, picture and star credits comprised the caption. During the last week in January when interest was at its peak, Gould revealed the mystery as $20,000,000 worth of entertainment scheduled during February. Picture titles and stars who appear in the productions were provided in the theatre and newspaper advertisements. Gould persuaded officials of the Central Missouri Trust Co. to run a large newspaper ad topped by the 20-million-dollar catchline and an announcement that the bank could not match the Capitol Theatre offer. This was followed by a sales message to the effect that the bank could help start the citizens on the way to financial security via systematic savings. Circuit officials expressed delight with the effect of the campaign and have commended Gould for helping to increase grosses. Stills With Quotes Stir Interest in 'Forsythe' A board containing 11 dramatic scenes from "That Forsyte Woman" was arranged by Leonard Tuttle, manager of the St. Albans (N.Y.) Theatre. Beneath each photo, handlettered captions contained dialog sequences. Tuttle used another novel lobby display to publicize "Roseanna McCoy." He obtained reprints of the Louisville Courier-Journal containing stories of the Hatfield-McCoy feud. These were placed on a display sign with a full-page rotogravure feature from the newspaper's magazine section. The display stopped many patrons entering and leaving the theatre. Film 18 Years Old Net Brings in Extra Revenue In the film vault of the Historic society of Taunton, Mass., John Corbett, manager of the local Park Theatre, discovered a film which had been made showing scenes of the city in 1932. He borrowed the film and used it as a second feature, with excellent boxoffice results. In screening the picture, Corbett saw scenes taken in and about Taunton business firms. He contacted these merchants and ran a series of cooperative ads advertising the feature. Dallas Telenews Renamed Following the installation of a new screen, projection equipment and a marquee sign, the Telenews Theatre in Dallas was renamed for the city in which it is located and opened with a new policy. "The Fallen Idol" as the screen attraction on the chance. Manager Jim Preddy planted abundant news stories with the papers covering the new theatre name and the installations. Co-Op on The Town A full-page cooperative ad was promoted by Paul J. Montavon, manager of the Sherman Theatre, Chillicothe, Ohio, as part of his campaign on "On the Town." All merchant ads on the page were headed, "On the Town Sales" or "On the Town Bargains," and the three-column display ad in the center of the page called attention to the booking. Search for Cinderella Campaign High Spot At Boston Debut A search for Boston's Cinderella girl was the highlight of the campaign executed on Walt Disney's new feature at the Keith Memorial Theatre by James "Red" King, publicity director for FIKO in that city. The search was conducted by radio and newspaper ads, under the sponsorship of a specialty shoe store named Cinderella of Boston. In the city to greet the wiimer and finalists of the contest was Ilene Woods, the voice of Cinderella in the film. MANY RADIO SPOTS An extensive campaign of spot announcements, editorial comment and programming of music from the picture created additional interest. A half-hour salute to Walt Disney on the day before opening was promoted on WHDH. Records were interspersed with comments by newspaper critics and leading citizens. The broadcast included a transcribed phone conversation between Mayor John B. Hynes and Walt Disney in which the mayor thanked the producer for selecting Boston as the site for the premiere. He also paid tribute to the producer's genius for good family entertainment. The Louise Morgan daily television show tied in on a Cinderella slipper promotion in which the famous Delman slipper was offered to the wirmer. Cinderellas were nominated for the title by their fairy godmothers who were required to state why their respective candidates resemble the mythical Cinderella. SPONSORS BRIDAL SHOW Filene's department store sponsored a Cinderella bridal fashion show, based on the theme of the picture, in the main ballroom of the Copley Plaza hotel. For the occasion, the ballroom was transformed into a replica of the ballroom where Cinderella met Prince Charming. Wide use of window and store displays, invitations and programs heralded the fashion show. Daily puppet shows on the Christine Evans television program starring characters from the film production helped to reach television audiences with news of the Keith Memorial playdates. Lace Panties in Lobby Center Interest on 'Rib' For "Adam's Rib" at the Granada Theatre, Lawrence, Kas., J. D. King, city manager for Commonwealth Theatres, had a huge display buUt in the lobby consisting of cutouts of the two stars, with a pair of lace panties between them. "Who wears the pants in your house?" was the catchline for the display which proved to be very effective. Plants Radio Contest Norman Levinson, assistant manager of Loew's Poll, Hartford, promoted a gratis contest on Sid Byrens' disk jockey program heard over station WCCC. Titled "Who Am I?" the quiz revolved around leading film players, suggested by advance publicity on forthcoming attractions booked at the Poll. The contest ran for six days, with guest tickets awarded to winners. 30 — 82 — BOXOFFICE Showmandiser :: March 4, 1950
20th IS FAIREST! Allied Theatres of Michigan Poll and the Fairest Company of Them All delivers not just words BUT... PRINCE OF FOXES -TWELVE O'CLOCK HIGH -WHIRLPOOL DANCING IN THE DARK, Techn.coJor - WHEN WILLIE COMES MARCHING HOME -MOTHER DIDNTTELL ME -THREE CAME HOME-OH,YOU BEAUTIFUL DOLL,Techn.co/or-l WAS A MALE WARBRIDE-WABASH AVENUE^Technico/or- DAKOTA LIL,c.neco/or UNDER MY SKIN -CHEAPER BY THE DOZEN/Techmco/or- PINKY CENTURY-FOX
Page 1 and 2: 1 of the "^Jj, ^Jto run 1 aKord ! ,
Page 3 and 4: MORE LOVE rr LEHERS! Cv top^ ^"tts
Page 5 and 6: BEST HITCHCOCK MANNER
Page 7 and 8: i s i i:\TliE: , SE -i^ i Herbert,
Page 9 and 10: Western United DuMont General QUEST
Page 11 and 12: lis iime fo puf that 'A ^p \[^WOUf^
Page 13 and 14: ffhat ALAN LADD WANDA HENDRIX with
Page 15 and 16: See Record Turnout At Variety Concl
Page 17 and 18: ANOTHER HIGH HONOR FOR -G- I FOLLOW
Page 19 and 20: In more than pj comparable engageme
Page 21 and 22: United Artists Closes Hollywood Off
Page 23 and 24: OAlLÂ'i^ I nflA j^' uuuAR M^1« RE
Page 25 and 26: presents THE COMEDY O YEAR MIllAND-
Page 27 and 28: DOROTHY MALONE FORREST TUCKER FRANK
Page 29: CHESTER FRIEDMAN EDITOR HUGH E. FRA
Page 33 and 34: :( Here is acclaim with one Meaning
Page 36 and 37: Press breaks down » but $2.88 keep
Page 38 and 39: BOXOFFICE NUGGETS Phil Masters, man
Page 40 and 41: Midwestern and Southwestern DRIVE-I
Page 42 and 43: . . . Carl . . Mrs. . . . Jack BROA
Page 44 and 45: . . Dorothy . . Booker's . . Manage
Page 46 and 47: . . . Wilham . . Helen . . Benton's
Page 48 and 49: \ About $35.00 worth of popped corn
Page 50 and 51: STUDIO PERSONNEUTIES Barnstonners M
Page 52 and 53: ^(McCcM ^cfront pOR THE FIRST TIME
Page 54 and 55: . . Lew . . . Barney . . Tim . . Wo
Page 56 and 57: . . . Beverly . . Roy LOS ANGELES l
Page 58 and 59: . . Kenneth . . Logansport, . . Mrs
Page 60 and 61: ^H^^^l
Page 62 and 63: . . The ST. LOUIS John Rees, owner
Page 64 and 65: RESEARCH BUREAU for MODERN THEATRE'
Page 66 and 67: . . Marguerite . . Missouri . . KAN
Page 68 and 69: . . Sidney . . . . Minnesota . . Af
Page 70 and 71: OMAHA T^rs. Jerry Drennan of the Pi
Page 72 and 73: . . R. RESEARCH BUREAU for MODERN T
Page 74 and 75: . . . LaVerne j' CINCINNATI Q,eorge
Page 76 and 77: . . . Earl . . . Bradley . . . Harr
Page 78 and 79: : Heywood Memo TO: Smart Buyers THE
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• . . Sun . . . . Andy . . The PI
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. . . Nick . . Lloyd . . . Figures
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. . . Sam . . . Ray . . The . . . J
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. . Harold . . TOO OKLAHOMA CITY TU
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. . . Edward . . Red . . Mrs. . . M
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Two Actors Offer Help To Senate Can
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Tell . . and Sell Scores of busy li
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manager in YOU DONT KNOW WHAT YOU'R
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. . MEMPHIS TJfrs. \V. F. Ruffin sr
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. . Florence TARZAN AT ATLANTA—Se
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. . Paramount's . . Nate . . Mrs. C
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. . Some ST. JOHN lyjotiun picture
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. , The . . Congratulations . . Mr.
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Mii nI i R.K.O. Missouri Theatre, K
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USE COUPON NOW! ^THE STRONG ELECTRI
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, Figure Your Own DESIGN FOR DEFEAT
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as Increased Efficiency With Added
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The Latest Display in Comfort Condi
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Proper Insulation Is the Basis of C
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DON'T BE A HALFWAY HOST Attention t
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My Best Supporting Feature is CHRYS
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Few Touches Necessary In Brightenin
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THERE IS MO SUBSTITUTE FOR.- DRAFTL
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A TEN-STRIKE IN CONVERSION Soufh-Si
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New Equipment, New Appearance For M
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increasem Boxoffice Receipts^ WITH
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CIVIC ACTIVITY THE BASIS FOR GOOD T
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Putting the Parsley on Screen Prese
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! RECTIFIERS Fnr EvTT Siz9 Thcatrm
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NEW APPROACHES IN SALT LAKE CITY TH
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ONLY Mmh^ BUILDS THE ARISTOCRAT OF
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i I PHONE SOUNDPROOF POPCORN BAG SI
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WHAT MAKES NAMA Makes Awards And Ap
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National Theatres ''Munchindisers"
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RCA Dealers to Market Typhoon Air C
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DO BUSINESS ALL SUMMER! New Detroit
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Iklmrncatii Girpiti lial OJi-!IMlEI
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Promoting Profits With Playgrounds
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V I item has been adequately tested
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A CHILDREN'S FAIRYLAND COME TRUE Th
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For MORE INFORMATION on any Product
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— . . skilled Hands That Work in
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DRIVE-IN PREFAB OWNER MAY NOW BUY M
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— Cleaners Who Work 'for Peanuts'
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High-Speed 16mm Lens P-381 In Produ
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— Adjustable Post Lights P-387 Fo
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Improved Features on P-392 Majestic
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— — — Ttie following concerns
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about PEOPLE / A NEW PATENTED POPCO
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fXOFFICE BAROMETER • EXHIBITOR HA
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Weather: Okay.—D. w. Trisko, Rltz
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Alphabetieal Picture Guids ladex aa
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: 1084 1009 1073 f tt Very Good; +
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' WARNER i RKO RADIO ai (91) Com-dr
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I Arthur UNIV.-INT'L WARNER RKO RAD
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20th Century-Fox PfOif. No^ Title R
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I Opinions on Current Productions;
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— Fine — ATES: 10c per worcL mi
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Boxoffice-March.04.1950

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