Boxoffice-July.01/1950

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A week ago, Greenberg moved 50 extra
of advertising out of deference to anothei
circuit house which has a later run of pictures.
cards into this hitherto virgin territory in
order to widen his drawing area and increase
the potential attendance.
Murray Libman, manager of the Patio
Theatre, Brooklyn, reported that his circuit
did not favor the promotion of low matinee
admissions because this might tend to increase
afternoon attendance at a saciifice
of evening admissions. The Patio is using
a device introduced by the circuit which is
meeting with increased success. Children accompanied
by parents between 5 and 7 p. ni.
are admitted free upon payment of the federal
tax. The Patio is using all four basic
advertising media, and according to Libman,
a perceptible improvement has been noted
in attendance, although the Clinic has been
operating for slightly more than one week
Apartment house cards are being introduced
in the Patio neighborhood to supplement:
window cards.
USING LOBBY STUNTS
The Linden Theatre, Jamaica, is managed
by Abe Vallet who reported that basic advertising
is functioning 100 per cent. Because
the Linden is located in a residential
area, street ballyhoo has no special value.
To offset this, lobby stunts are being lined
up, and ushers will be delegated to ride
buses with newspapers lettered with current
picture titles, etc. Vallet has strongly endorsed
the Low Matinee Prices in all advertising.
Mike Neary, manager of the Berkshire,
Brooklyn, is using a rubber stamp to get
theatre advertising into the homes at low
cost. Low Matinee Prices are being plugged
at this house, and the window card area has
been widened through the addition of 50
window cards.
During the coming week, each manager will
endeavor to use special offset heralds to
promote weekend shows. Plans were discussed
for introducing Family Night in some
of the Clinic theatres. With general evening
admission for adults scaling 50 cents,
the theatres which get the green light from
the home office will invite the entire family
—Mom, Pop and all the kids under 16 years
to attend at a family rate of one dollar.
Plans were discussed to institute bathing
beauty contests, offering promoted prizes for
the best photos submitted of local girls in
bathing attire. Managers will endeavor to
place advertising display signs in large markets
by tieing up to give weekly passes to
holders of lucky sales checks. Several managers
reported they plan a cowboy costume
contest, and one advised he is attempting to
organize a square dance competition in conjunction
with the neighborhood park playground.
Uses Rings as Premiums
Don Johns of the Strand Theatre in Phoenix
has used a "western" ring as a premium
to stimulate attendance at kid shows, and
the premium idea has proven very successful.
Johns gave away 25 rings each week,
with the winners selected via serial numbers
on popcorn boxes. The rings were so popular
the theatre began offering them at the lobby
merchandise counter. A local firm, W. G.
Simpson Co. of Phoenix, which deals in premiums,
has turned to merchandising them to
theatres because of the initial success at the
Strand.
Here's Evidence on Raffles Contest
With Real Boxoffice Value
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"Raffles" contests have long been popular
with theatre managers in publicizing
coming attractions. The usual contest of
this type consists of a tieup with the local
newspaper in which cash or other prizes
are offered to persons identifying the
Raffles character at a specified time and
place. In each instance, the person who
identifies Raffles is required to have in
his possession at the time a copy of the
newspaper sponsoring the promotion.
Usually, when the newspaper gives this
particular tieup a sufficient buildup, the
results are gratifying.
Norman Schwartz, manager of the Aztec
Theatre, San Antonio, recently made such
a deal with the San Antonio Express, in
Formal Invitations Sent
June Brides in Salt Lake
"Father of the Bride" gained some extra
publicity in Salt Lake City through a June
bride tieup. Manager Charles M. Pincus of
the Utah Theatre, where the picture opened,
and Bill Prass, Metro pubhcist, arranged for
invitations to be sent to all girls who secured
marriage licenses during the first 14 days
of June inviting them and their fathers to a
special morning preview of "Father of the
Bride."
The gag gained three extra stories and a
couple of extra pictures in the local press,
which interviewed the brides and their fathers
after the show to find their reaction to
the picture.
Parade for 'Women'
The two-reel Technicolor short about the
Girl Scouts, "Women of Tomorrow," received
a widely publicized booking because
of the alertness of Manuel Lima, manager
of the Strand, Quincy, Mass. Lima learned
that Mrs. Maud A. Briggs. a local organization
leader, had served the Scouts for 34
years in cooperation with Scout executives
in the area. He arranged a parade honoring
Mrs. Briggs. Sixteen hundred Girl Scouts
participated in the demonstration.
What have YOU done today to help secure
repeal of the unfair amusement tax?
his campaign for "The Baron of Arizona."
For several days in advance, the Express
carried extensive news stories on the manhunt
for the "Baron," offering $100 to the
person who identified him.
The picture above will give some idea
of the tremendous interest aroused in the
promotion. The view at the right shows
"the Baron of Arizona" who was finally
identified by, of all people, a police officer.
The fact that one of San Antonio's finest
made the actual capture inspired the Express
to follow up with a layout of pictures
and a story on opening day
Aside from the general excitement
created in the downtown area, business
was brisk at the Aztec.
Military Groups Parade
For Hartford 'Big Lift'
Norman Levinson, assistant at the Poll,
Hartford, promoted a street parade in behalf
of "The Big Lift." He tied up with the
Hartford army and air force recruiting station
and nearby air bases, and obtained more
than 200 marchers, including a military band,
jeeps, bannered trucks and sound vehicles.
At the head of the parade, tw'o ushers carried
a sign reading, "The United States
Army Salutes 'The Big Lift,' Poll Theatre,
etc."
Goes Aiter Scots
Dave Borland, manager of the Dominion
Theatre, Vancouver, B. C, went after citizens
of Scottish descent to exploit "The
Hasty Heart." Scottish societies and organizations
throughout the city were circularized
by direct mail. According to Borland, the expense
of the promotion was slight and good
results were obtained, with daily boxoffice
receipts well above average.
Promotes Gifts
Charlie Patch, manager of the Broadway.
Springfield. Mass., promoted gifts from 17
merchants which were offered to the parents
of the first baby born in the community
on opening day of "Cheaper by the Dozen."
The gifts were displayed in the lobby.
BOXOFFICE Showmandiser July 1, 1950 — 227 — 37