o_18v8b3cj61mep1b3ve71c5t65ia.pdf

'•
May
lee Cream Contest
Flavors Kid Show
tREAM EATJN5
COMlE
George Page, manager of the Seco. Silver
Spring. Md.. tied up with the Sealtest dealer
for an ice cream-eating contest and a bicycle
giveaway on the Saturday before Easter.
The sponsor underwrote all expenses of
the show and awarded a bicycle to the winner
of a quiz test for the youngsters, merchandise
certificates to runnersup and gallons
of free ice cream to other contestants.
Dick Mansfield, director of the Washington
Evening Star's school safety program, conducted
the quiz. Page arranged for distribution
of heralds in all schools, promoted radio
plugs on station WNBW's Hopalong Cassidy
television show, used lobby displays and a
trailer to stimulate interest in the show. Program
met with such success that Sealtest
will sponsor similar shows in ten Warner
theatres in the Washington and District of
Columbia territory.
A big picture requires bigtime showmanship
and big displays. Here's a real eyecatching
lobby display created by Boyd
Sparrow, manager of the Warfield, San
Francisco, to let patrons know that "Annie
Get Your Gun" has been dated for a prerelease
booking.
At right, Sol Gordon,
manager of the Wisconsin,
Milwaukee, developed
this display for
"Challenge to Lassie."
Photos and pedigrees of
dogs available for
adoption from the Wisconsin
Humane society
formed the basis of the
display which attracted
an assortment of "ohs"
and "ahs" from grownups
and youngsters.
At left, parade inaugurated
Movies Are Better
campaign for S. DiGennaro,
manager of the
Fortway, Brooklyn, N. Y.
Below is a lobby stunt
he used for "When Willie
Comes Marching
Home."
Right, part of publicist
Paula Gould's ballyhoo
for "Reformer and the
Redhead" at the Capitol,
New York. Girl
models and stuifed animals
stopped crowds
along the Great White
Way.
40
— 178 — BOXOFFICE Showmandiser
:
13. 1950