Boxoffice-11.04.1950

.
.PARAMOUNT
. . PARAMOUNT
Flashy Lobby Displays
Add Zip to Selling
In Action House
At the cost of just a few dollars spent for
special accessories, Howard Griffin, manager
of the State in Jefferson City, Mo., has
succeeded in attracting extra revenue to the
boxoffice during recent weeks. The State
caters to action fans, but occasionally throws
in a first run feature. Frequently it is difficult
to sell the first run product, especially
when it does not measure up to the appetites
of those who like the two-listed type of entertainment.
To overcome this problem. Griffin makes
up attractive and flashy setpieces by cutting
out three-sheet posters and embellishing
the display designs with metallics. This is
occasionally changed, and oversize display
boards are covered with scene stills from the
pictures. To lick the art problem, 22x28 title
cards are used in the center of these display
boards.
According to Griffin, the displays do a
nice job of attracting not only the regular
theatre patrons but the habituees of the first
run houses in town.
Collars 'Louisa' Tieup
Irving Cantor, manager of the Eckel, Syracuse.
N. Y., had the Dairylea Milk Co. put
milk bottle collars on all home delivery products,
plugging "Louisa" playdates. All delivery
trucks also displayed bumper strips.
MARIO LANIAJUTHRYNGRAY^
Jim Barnett, manager of the Florida Theatre,
Miami, made a pasteup of a 24-sheet on
"Toast of New Orleans" for his exterior doors
to provide an inexpensive but effective flash
during the run.
All Set for Xmas
John Langford, manager of the Strand,
Carthage, N. Y., reports he has completed
arrangements for a free kid show on the
Saturday before Christmas. A jeweler will
sponsor the program, paying full rental for
the theatre and distribute free tickets to store
customers.
New Perfume Tieup
Sweetens Publicity
For 'Miniver'
R. Rowley, assistant manager of the Savoy
Cinema, Luton, England, made an effective
tieup with the manufacturer of a new perfume
called Miniver Rose, to help exploit
"The Miniver Story."
Rowley and a representative of the manufacturer
tied in local chemists handling the
product with a contest open to the general
public, offering bottles of the perfume to
winners. In order to participate, it was
necessary for* contestants to see the picture
and then submit a dramatic criticism of it.
Each of the retail stores devoted a full window
display to annoimcing the contest, with
prominent theatre mention.
A week in advance, every usherette in the
theatre was given a small vial of the perfume,
the stunt provoking questions from
curious theatre patrons. During the screening
of the advance trailer, a special mixture
of Miniver Rose was circulated throughout
the house by means of the air conditioning
unit. This, too, stimulated interest and oral
publicity for the picture.
Sets Free Xmas Show
Harold Lee, manager of the Babcock, Bath.
N. Y., has completed plans for a free Christmas
kiddy show to be sponsored by local
banks. The theatre thus will be assured of
a complete sellout, receiving a net sum for
the rental of the theatre.
PARAMOUNT
TRADE SHOWS
November 17th, 1950
• • •
ALAN LADD • MONA FREEMAN
CHARLES BICKFORD
"BRANDED"
in
with
Robert Keith • Joseph Calleia
Peter Hanson • Selena Royle -Tom Tully
Color by TECHNICOLOR
Produced by MEL EPSTEIN
Directed by RUDOLPH MATE
Screenplay by Sydney Boehm and Cyril Hume
,
Based on the novel by Evan Evans
"
CITY
PLACE OF SCREENING
TIME
ALBANY fOX SCREENING ROOM, 1052 Broadway 7 30 P M
ATLANTA PARAMOUNT PROJ. ROOM, 154 Walton St., H.V/ 10 30 A M
BOSTON PARAMOUNT PROJ. ROOM, 58 Berkeley St 2 P.M
BUFFALO PARAMOUNT PROJ ROOM, 464 Franklin Si 2PM
CHARLOTTE PARAMOUNT PROJ. ROOM, 305 South Church St 10 A M
CHICAGO PARAMOUNT PROJ. ROOM, 1306 So. Michigan Ave I 30 P M
CINCINNATI PARAMOUNT PROJ ROOM, 1214 Central Parkway 2 30 P M
CLEVELAND PARAMOUNT PROJ ROOM, 1735 EosI 23rd St 8PM
DALLAS PARAMOUNT PROJ ROOM, 412 So. Norwood St 2PM
DENVER PARAMOUNT PROJ ROOM, 2100 Stout St 2PM
DES MOINES PARAMOUNT PROJ. ROOM, 1125 High St I PM
.
DETROIT PARAMOUNT PROJ. ROOM, 479 Ledyord Ave 2 P.M.
INDIANAPOLIS PARAMOUNT PROJ. ROOM, 116 West Michigan St I P M
JACKSONVILLE FLORIDA THEATRE SCREENING ROOM, Florida Thea BIdg.. . 7 30 P M
KANSAS CITY PARAMOUNT PROJ ROOM, 1800 Wyondotte St 2 PM
LOS ANGELES PARAMOUNT PROJ. ROOM, 1613 West 20th St 1.30 P M
MEMPHIS PARAMOUNT PROJ. ROOM, 362 South Second St 2 30 P M
MILWAUKEE PARAMOUNT PROJ. ROOM, 1121 North 8th St 2PM
MINNEAPOLIS PARAMOUNT PROJ. ROOM, 1201 Currie Ave I 30 P M
NEW ORLEANS PARAMOUNT PROJ ROOM, 215 South Liberty St 10 30
NEW YORK CITY. PROJ ROOM. 1501 Broadway (9lh Fl I
2PM
.
OKLAHOMA CITY PROJ ROOM, 701 West Grond Ave 10 30 AM
OMAHA PARAMOUNT PROJ. ROOM, 1704 Davenport Si 1PM
PHILADELPHIA PARAMOUNT PROJ. ROOM, 248 North 12th St 2PM
PITTSBURGH PARAMOUNT PROJ. ROOM, 1727 Boulevard of Allies 2PM
PORTLAND, ORE PARAMOUNT PROJ ROOM, 909 N. W. 19th Ave 1 30 PM
NEW HAVEN PARAMOUNT PROJ. ROOM, 82 Stole St 8 15 PM
AM
PARAMOUNT PROJ ROOM, 2949 Olive St I P M
ST, LOUIS
SALT LAKE CITY PARAMOUNT PROJ. ROOM, 270 Eost 1st South St I 30 P M
SAN FRANCISCO.... PARAMOUNT PROJ. ROOM, 205 Golden Gote Ave 2 PM
SEATTLE PARAMOUNT PROJ. ROOM, 2330 First Ave I 30 P M
WASHINGTON PARAMOUNT PROJ. ROOM, 306 H Street, N.W 2 30 P M
BOXOFFJCE Shovimiandiser Nov. 4. 1950 — 365 33