Boxoffice-March.04.1950

Midwestern and Southwestern
DRIVE-IN THEATRE
EQUIPMENT SHOW
and
DRIVE-IN
THEATRE OWNERS
CONVENTION
Phillips
Hotel
Kansas City, Mo. May 9-10, 1950
Exhibitors Nationwide Invited
Drive-In Operators from 15 states
expected to attend.
Exhibits - - - - Experienced Speakers
Open Forum
Write or Wire
for rates on display space, souvenir program
ads and ior hotel reserrations
ALLIED THEATRES
130 W. 18th St. Kansas City- Mo.
Novel 'Ambush' Ads
Help Detroit Adams
Conserve Space
Doris Moss Pearl, publicist for the Adams
and Downtown theatres in Detroit, lised a
unique format in connection with her newspaper
campaign for "Ambush" to effect sharp
economy of newspaper space. A series of
nine solid block strips in two banks leading
in from the left provided a sharp contrast in
black and white. The entire selling message
was incorporated in these blocks in 16 point
reverse type. A six-Inch figure of Robert
Taylor in action was superimposed over the
center lines.
The ad proved so effective that the same
format was used in holdover advertising.
The overall space of the layout was 16
inches, about half the space normally considered
essential to achieve a dominating position
in the Detroit papers.
The picture played at the Downtown Theatre.
Nautical Exhibit Builds
Interest in 'Captain China'
A search conducted for a scale model of a
seagoing freighter through the Detroit Historical
Ass'n aroused interest in the marine
theme of "Captain China" at the Palms Theatre
in Detroit. The search was promoted by
Beverly Dipple, publicist for the Palms, and
Rufus Shepherd, manager. A local columnist
furnished the details to newspaper readers.
Regulation seamen's caps, with "Captain
China" painted on the upturned brims, were
worn by all employes two weeks before opening.
In the lobby, a display of nautical equipment
Including an anchor, life jackets, ship's
bells, etc., was set up two weeks in advance.
Action stills stressing the adventure angle
of the picture were displayed in bookshop
windows.
Indianapolis Mrs. Mikes
Given Pound of Coffee
Capitalizing on the national tieup with
Chase & Sanborn on "Mrs. Mike," Howard
Rutherford, manager of Loew's Theatre in
Indianapolis, promoted spots gratis on radio
stations WISH, WIRE and WFBM three days
in advance. The firm distributed 300, 18x24
posters in grocery stores and windows
throughout the city. The first 50 women who
attended the picture and identified themselves
as "Mrs. Mike" by virtue of their husband's
name received one -pound cans of coffee
gratis.
CLEARING HOUSE
(Contlnaed from inside bacic cover)
THEATRE SEATING
Chair-tty begins at 8.0. S. We're practically citing
'em away. 800 Heywood veneer back, squab
seat, good condition, $3.25: 1,000 American panel
bacli metal lined spring cushion, excellent, $4.95:
271 sturdy veneer folding chairs, $2.95: 293 rebuilt
panel back spring cushion, only $4.95: 2,000
Late .\merican 7 ply veneers, like new, $5.25.
Send for Chair Bulletin containing complete list.
Dept. C. S.O.S. Cinema Supply Corp., 602 W.
52nd St.. New York 19.
Patch-0-Seat cement. Patching clotb, solvent,
etc. Penstn Seating Co.. Chicago 5.
Tidhten loose chairs with Permastone tochor
cement. Fensin Seating Co.. Chicago 6.
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 B.
No more torn seats: Itepalr with tlie original
Palch-A-Seat. Complete kit, $6. General Chair
Co.. Oiicago 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..
Clilcago 22. 111.
Several thousand used opera chairs now In
stock. Can furnish any amount you re