Boxoffice-March.10.1951

CHESTER FRIEDMAN
EDITOR
HUGH E. FRAZE
Associate Editor
umm
SECTION
PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN
Dwight Hanson
Keith Wilson
Jack Pardue
Bonus to Dwight Hanson
For Disk Jockey Co-Op
A comparative newcomer to the ranks of
exhibitors has earned his second BOX-
OPFICE Bonus for an outstanding original
idea he devised to stimulate free publicity
and extra theatre attendance. He is Dwight
Hanson, owner-manager of the Valley Theatre,
Eddyville, Iowa.
Hanson has operated the Valley for less
than two years. In August 1950 he received
a Citation of Honor and a $10 Bonus from
BOXOFFICE for submitting a co-op ad of
special merit. His latest achievement is for
buying a one-hour radio show, taking on the
chore of disk jockey and selling enough advertising
to merchants to underwrite the entire
promotion. The theatre attractions are
plugged periodically on the show. The promotion
is believed to be the first of its kind
ever undertaken by an
exhibitor as a co-op
tieup.
A Bonus for public
relations was awarded
to A. L. Tuttle, manager
of the Military
Theatre in Omaha.
Tuttle has been instrumental
in educating
the public to greater
art appreciation by exhibiting
paintings in
the theatre lobby. The
H. S. Carlisle innovation has also
helped to increase theatre patronage.
A British showman, W. J. Marshall, manager
of the Elephant and Castle, London, was
cited for outstanding ballyhoo.
Joseph Boyle, manager of the Poll Theatre
in Norwich, Conn., one of the most consistent
contributors to the Showmandiser section
since the Bonus was started in 1947, was
among the Citation winners for February.
Boyle excelled in the lobby display category.
Other winners: Howard Myers, manager,
Valencia Theatre, Macon, Mo., co-op ad; Bill
Chilton, manager. Palace, Antigo, Wis., window
display; Jack Pardue, manager Lyric,
Elkton, N. C., front; Spencer Carlisle, ownermanager,
Bellevue, St. Albans, Vt., general
tieup; WiUiam Cole, the Sheridan, Chicago,
program, and Keith Wilson, Roxy, Brampton,
Ont., display ad.
A. L. Tuttle
Howard Myers
Bill Chilton Joseph Boyle William Cole
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We note that Jesse White, manager of the Martin Theatre
in Americus, Ga., has been named Showman of the Year in the
Martin circuit. White received a gold lapel pin as a tribute for
his worii in civic affairs, showmanship, exploitation, theatre management
and for his personality. That small pin, which he undoubtedly
will wear every day from now on, will serve as a
constant reminder of his faithful application to his duties during
the year 1950 and as an incentive in the years ahead.
White, like so many other top showmen in theatre business,
started as a doorman for Martin in 1937 at Opelika, Ala. He is
another reminder that the show business still offers golden opportunities
for those with ambition, drive, persistance and eagerness
to learn.
« * «
On the subject of awards, that master showman and producer,
Kroger Babb, was in town last week. Babb heads Hallmark
Productions, a company as successful and as fabulous as Babb
himself.
Recent awards presented to Babb include the Alberto Santos '
Dumont Aeronautical Foundation plaque as aviation's best friend
during 1950; the Special Commendation of the National Hairdressers
Ass'n for his outstanding contribution to the women of
America by producing "Secrets of Beauty," and the Sid Grauman
showmanship award.
The latter holds special significance for the Hallmark president.
It indicates outstanding achievement in rugged competition
with producers and distributors who were around when Babb
was trying to make his first dollar. While other companies have
been trying to develop new media for selling motion pictures,
Babb has demonstrated that there is nothing wrong with the old
methods.
His prolific use of window cards, posting, heralds and plain '"
down-to-earth merchandising methods has exhibitors literally '
gasping In amazement as the result of his showmanship makes
itself evident at the boxoffice.
— Chester Friedman
BOXOFFICE Showonandiser : : March
10, 1951 — 53 —
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