Boxoffice-August.19.1950

Army Planes and Band
Bridal Theme Scatters
Cooperate to Greet
'The Big Lift' Frisco 'Marriage News
OThe
Fairview Theatre, Cleveland, hung up
a new attendance record during the engagement
of "The Big Lift" after Manager
^ ON SCREEM-nUJl DOUaAS -THE BIC LIFr
„1N PERSON - OHO NATIONAL GUARD BAIB
LCVr. HAMIY DSTLES '-BERLIN AIRLIFT
nESTER'MSTIWART FROM SKYWKr LOUNGE
Sid Holland tied up for an extensive recruiting
drive with ranking army and National
guard offices in the area.
The theatre lobby was converted into an
official recruiting headquarters beginning a
week prior to the opening. Holland offered
a prize for the first recruit who enlisted.
The recruit was presented the prize on opening
night at which time special ceremonies
were officiated over by the commanding
general of the 55th wing. Air National guard.
Other army officers were present as well
as the Ohio National guard band and acts
recruited from local night clubs.
Highlight of the evening's entertainment
was an account of the Berlin airlift by a
participant, Lieut. H. E. Distler of Cleveland.
The 112th Air National guard bomber squadron
flew over the theatre, and Big Lift week
was proclaimed by the mayor of Fairview.
Fairview papers gave the picture more than
30 Inches of free space. Two jeeps, exhibited
in front of the theatre, and uniformed personnel
helped attract current interest. The
community was bombarded by military plane.i
with enlistment applications and a few
passes.
Earlier Run, More Ads
When Alex Schneiderman, owner-manager
of the Strand, Concordia. Kas., bought un
earlier run of product, he decided to step
up his exploitation accordingly. He took
larger newspaper space, radio spots and distributed
window cards and one-sheets for
"Annie Get Your Gun." He backed up two
six-sheets on the marquee canopy and built
an A-board display on a truck for street
ballyhoo. The campaign cracked all house
records for attendance and receipts.
Ballyhoo Has Kick
A mule led around the streets with a sign,
"See my cousin at the Morris Theatre,"
helped "Francis" for Buddy Bass, manager
of the Morris Theatre, Daingerfield, Conn.,
newest addition to the W. W. McNatt circuit
When "A Modern Marriage" opened at the
Golden Gate Theatre in San Francisco, it
had the benefit of a unique campaign combining
the talents of the producer, distributor
and theatre representatives. The overall
campaign was planned by Louis S. Lifton,
director of advertising and publicity for
Monogram. Exploiteer Jao Willen, Helen
Wabbe, theatre publicist, and Producer David
Diamond helped set up personal appearances
of film stars on 19 radio shows, 11
published newspaper interviews and a contest
which attracted 18,000 contestants from
the radio audience.
Margaret Field, who has a star role in the
picture, and three featured players who appear
in "Triple Trouble," the associate feature,
participated in the premiere promotion
with stage appearances at the Golden Gate
as well as in the tight schedule of interviews
for the press and radio.
Four local papers carried special layouts
on the stars' guest appearances in juvenile
court and domestic court, sitting on the
bench with the judges. The radio contest
was aired over KYA with three cash prizes
offered for the best letters on "How I Made
My Marriage a Success."
Street ballyhoo was promoted from a
Studebaker dealer who provided a car. Four
attractive models served as "bridesmaids"
for Miss Field, who was constantly being
BOXOFFICE Showmandiser : : August 19, 1950