Boxoffice-11.11.1950

THctl OHCC S(^^CHt^
Iheaire Ad Budgets
QHARLES Ei^rF'ELD, who has a flair
for
dramatizing statistics, startled those
attending the Theatre Owners of America
convention in Houston by pointing out
that Chevrolet dealers spent $27,000,000 of
their own money last year on advertising.
This was after he had previously pointed
out that General Motors had spent $41,-
000.000: that there was also a joint fund
furnished by both General Motors and the
dealers.
Then he contrasted this lavish national
and local point-of-sale advertising with
what theatres do and pointed out that a
big Atlanta theatre spends $120 a week;
a Pittsburgh house spends $350; an Oklahoma
City house, $150; a Salt Lake City
first run, $75.
Advertising budgets for theatres usually
include the cost of trailers, lobby displays
and window cards and about 50 per cent
of the total goes to newspapers. As newspaper
advertising rates go up, space used
•By JAMES M.JERAULD
rental or a percentage picture he raises
the admission scale and lets it go at that.
He admits the customers don't like it and
stay away the following week, but to counteract
this he buys the cheapest B film he
can find.
TV vs. Film Advertising
JJERE is the record of two days of film
and television advertising In New York
newspai-'Ks by inches:
November 2
Films
Television
Mirror 342 307
News 392 1,304
Compass _... 18
Times 380 636
Tribune 440 363
Post 466 848
Journal 631 164
World-Telegram-Sun 216 858
Totals 2,885 4,480
November 3
Ralph Branton Resigns
From Tri-States Post
DES MOINES—G. Ralph Branton, general
manager of Tri-States Theatre Corp. for 18
C^H|H
Ralph Branton
years, has resigned to
devote full time to his
^^^H interests in a HoUy-
^^^H wood, Calif., firm pro-
.,^^^1 ducing television films.
^^M Branton said he in-
.
^^1 tonds to leave "im-
^^^^ mediately" for HoUy-
:^^^H wood, where he is asso-
^^^^1
ciated with Motion
l^^H Pictures Television
^^K Productions, Inc.
^^^ A. H. Blank, presi-
^^nt of Tri-States,
said no one will be
appointed to replace Branton as general
manager. However, Dale H. McFarland, for
the last six years the chief buyer and booker
for Tri-States, will be advanced to a newlycreated
post of assistant to the president.
MGM Men to Attend Four
Exhibitor Conventions
NEW YORK—MGM Will be represented
at four forthcoming regional exhibitor con-
Films
Television
Mirror 39S 201
News _... 347 1,106
Compass 36
goes down. This trend set in during World Times 346 353
War II when business was so good nobody
noticed the difference and economy-
Journal 284 705
Tribune 218 143
Post 413 875
minded district and general managers and World-Telegram-Sun 185 583 vention. H. M. Richey, head of the exhibitor
relations
individual operators decided it would be
department, will be at the Allied
2,224 3,966
a good idea to make further cost cuts.
Two-day Independent
totals 5.109 8,446
Theatre Owners of Indiana convention
at the Lincoln hotel and will speak
Now, by contrast, many papers carry It is estimated that there are now 1,-
more television advertising by far than
at the final banquet November 13. This
555,000 TV sets in the New York area.
theatres
banquet will
use.
be in honor of Trueman Rembusch,
national Allied president, No national survey to find out what
and Marc
The total number of theatres in the
New York metropolitan area, which includes
northern New Jersey, is 1,086, with
Wolf, head of Variety
proportion of theatre receipts is now being
International.
devoted to advertising has ever been made,
Richey and Marshall Thompson will attend
the final sessions of Independent Thea-
1,244,145 seats.
but scattered circuit operators are authority
for the statement that the national
tre Owners of Ohio at the Netherlands Plaza
Interesting?
average for 20,000 theatres, including
hotel, November 15. Thompson will then go
drive-ins, is less than $25 per week.
to Lexington, Ky., for the premiere of "Dial
Public Bidding Figures
Twenty thousand multiplied by $35 totals
1119" at the Ben Ali Theatre. He also will
$500,000. Contrast that with the $27,000,- ^ILLIAM F. RODGERS' offer to make take part in other publicity activities.
000 Chevrolet dealers spend.
bidding figures public after the films Thompson is also scheduled to be the guest
What percentage of their grosses do have been awarded may do more to suppress
of the Theatre Owners of North and South
Chevrolet dealers devote to local advertising?
this form of selling than all the Carolina at Charlotte November 20-21.
That would be an interesting item talk that has developed to date. Exhibitors Richey will accompany him.
for exhibitors to study.
in the habit of overbidding for personal Mike Simons, assistant to Richey, will repeat
his "Selling Seats to Your Neighbors"
It used to be accepted as an axiom that or business reasons will soon discover they
from five per cent to eight per cent of a can cut their own throats.
talk at the convention of Motion Picture
gross could be profitably spent on advertising,
Not only will their competitors find out Theatre Owners of St. Louis, Eastern Mis-
but it's safe to say that the percentage what they were paying for films, but all souri and Southern Illinois November 13, 14
is far below that now.
the distributors will find out at the same at the Chase hotel, St. Louis.
Hundreds of theatres do not even use time.
their marquees for advertising. The copy Film prices are based on a distributor's
reads: "Always Two Big Features.'' On estimate of what an exhibitor can pay. Harry Garfman Dinner
most of these marquees bulbs are out and Bidding is a voluntary offer by a buyer.
the letters are so dusty nobody
NEW YORK—The Movie Social Club of
looks at If he can't show a profit after making the Kings County, Inc., will give a testimonial
them. This practice is not confined to offer, it is unfortunate. If he persists in dinner to Harry Garfman, business representative
of the Moving Picture Machine
small cities. One is located in downtown making unprofitable offers, his position
Pittsburgh. An inquisitive customer who will become worse, because in the course Operators Union. Local 306. lATSE. at the
wants to know what's playing has to examine
of time all his flat rentals will tend to bear Hotel New Yorker November 15. Richard F.
the 8x10 stiUs in the lobby.
some relation to his bids.
Walsh,
What
lATSE international president, and
should be done?
circuit executives are expected to attend.
Twentieth Century -Fox formerly sold
from 5,000 to 10,000 24-sheets a year. Now
it has trouble giving away 300.
Sullivan to Aid Hospital
A complete national survey—exchange NEW YORK — Ed Sullivan, .syndicated Davis Gets Goldwyn Post
area by exchange area—with distributors newspaper columnist and lelevi.sion star, has NEW YORK—Martin Davis, who has been
and exhibitors cooperating might develop been named chairman of the radio and television
handling exploitation for Samuel Goldwyn
some interesting information.
committee of the "Entertainment In-
Productions for the past four years, has taken
One exhibitor in the Pittsburgh exchange dustry's Christmas Salute" to the Will Rogers over the duties of Jock Lawrence, who resigned
last week as publicity and advertising
area told this writer that he doesn't advertise
at all. When he plays a high flat to Robert Mochrie, national chairman.
director for
Memorial hospital, Saranac Lake, according
Goldwyn.
20 BOXOFFICE November 11, 1950