Boxoffice-October.27.1951

Front Given Frenchy Atmosphere
For Frisco 'American in
Boyd Sparrow, manager of the Warfield in
San Francisco, received some timely news
breaks on "An American in Paris" by virtue
of the fact that Leslie Caron, new dancing
star introduced in this film, was in San
Francisco for the opening. Miss Caron was
married to George Hormel the day before the
premiere, and the daily papers went all-out
with front-page breaks, stories and art on
her arrival, with mention of the Warfield's
screen attraction.
The City of Paris, San Francisco's largest
department store, tied in on the premiere,
with Miss Caron appearing in the store's record
salon for an autograph party. The star
was guest of the president of the store and
appeared at a fashion show modeling the
same costumes she wore in the filming of
"An American in Paris." The store devoted
four large windows to the picture, displayed
three 30x40 posters on the main floor, and
took two cooperative ads in the San Francisco
Chronicle.
Miss Caron was interviewed on six radio
programs over KYA, KCBS and KGO. The
interviews included numerous plugs for "An
Kids Day Celebration
Includes Free Show
A program of special events, including a
free cartoon show at the Roxy Theatre in
Midland, Ont., was set up in celebration of
National kids day by Allan Perkins, manager
of the Roxy, through a tie-in with the local
Kiwanis club.
Perkins headed a committee which lined up
the special program climaxed by a grand
parade, the presentation of awards for special
events, and free gifts donated by the merchants
to the youngsters.
Parade entries were judged by a committee
including the mayor, and awards were made
for the best entries of doll carriages, bicycles,
tricycles and wagon classifications. Hundreds
of local children participated, following
which the youngsters were guests of Perkins
at the free cartoon show.
The daily newspaper was very cooperative,
and according to Perkins, both the theatre
and the Kiwanlans received many letters of
thanks for the public service.
Paris
American in Paris." The Del Courtney TV
show (KPIX) devoted a 12-minute salute to
George Gershwin music, giving the Warfield
playdates several plugs.
Record tieups resulted in window displays
with Sherman Clay, Charles Brown & Son,
the record room at the Fairmont hotel, and
the Clearcut drug store. Theatre employes
wore berets and badges 10 days in advance,
and cashiers announced the picture playdates
before giving the customary greeting on the
telephone.
Two circular Parisian advertising kiosks
were displayed in the lobby and moved out
front for current ballyhoo. French government
posters were mixed in with art displays
in the lobby to build advance interest in the
film.
A red and white striped awning was hung
under the theatre marquee during the current
playdates. To add a touch of Paris,
trees set in urns were placed along the curb.
A 30-foot banner was hung from the roof of
the building to the marquee.
Sparrow was assisted In setting up the
campaign by Ted Galanter, MGM explolteer.
Flash Front Puts Eyes
On 'Texas Carnival'
A flash front was built by Cornelius Webb,
manager of the Majestic Theatre, Dallas,
Tex., for "Texas Carnival." Overhead displays
featured colorful star blowups, with
emphasis on cheesecake art. Large banners
covering the regular theatre poster frames
were covered with scene-stills to command
attention from pedestrians.
Marquee copy, in addition to star names,
included the catchline, "The blg-as-Texas
Technicolor musical, 'Texas Carnival.' It's
Movietime in Texas, U.S.A."
Girls for 'Sahara'
A bevy of five scantily clad dancing girls
were dlspatfched by Ed Linder, manager of
the Astor Theatre, Syracuse, N. Y., to hotel
bars, restaurants and other public meeting
places to ballyhoo advance interest in "Hotel
Sahara." The five girls, models, carried
handbags lettered with the picture title and
theatre playdates. Window displays helped to
promote interest In the picture.
Ohio Theatre Manager
Promotes Full Month
Oi Topnotch Films
September was a busy month for Jack
Mitchell, manager of the Weslin Theatre.
Masillon, Ohio. Mitchell reports that outstanding
product booked during the month
kept him constantly on the go, promoting his
attractions. The highlight of his campaign
for "The Great Caruso" was music tieups.
with records and alubums displayed in music
store windows.
For "AUce in Wonderland," a downtown
bakery baked a huge 80-pound un-birthday
cake. This was displayed in the theatre in
advance, and slices were disributed to patrons
on opening day. The bakery ran a
large newspaper co-op announcing the largest
cake ever baked in Masillon.
A tieup with a local dress shop in conjunction
with "Rich, Young and Pretty" netted
newspaper co-op ads at no expense to the
theatre, on two successive days prior to opening.
To ballyhoo "'Comin' Round the Mountain,"
Mitchell had a Model-T Ford driven around
town by a couple of hillbilly characters. Signs
on the vehicle called attention to the playdates.
Large size blowups were used to sell "Prehistoric
Women." The cutouts were displayed
in the lobby for advance advertising, and
moved out front and in store windows for
current ballyhoo.
Newspaper Tieup Gets
Publicity on Page One
Silver Raley, manager of the Indiana Theatre
in South Bend, promoted a weekly contest
that appears on the front page of the Tri-
County News. The Indiana attractions as
well as programs booked at four affiliated
theatres in the area receive incidental plugs.
Each week, the Tri-County News publishes
a star cut in a two-column box about 12
Inches deep. Subscribers are invited to name
the film star and the title of her latest picture.
In addition, each contestant submits
a 25-word statement beginning, "I like to
read the Tri-County News because ."
. . Winners
receive guest tickets to the theatre nearest
their home.
The film attractions at each of the theatres
is listed every week, providing a source of
extra publicity for the houses.
News Stories Follow
'Soldiers' Promotion
The title of "Soldiers Three" suggested a
promotion to P. Tyler, assistant manager of
the Palace Cinema, Banbury. England, which
was well publicized by local newspapers.
Tyler selected three soldiers from a nearby
army camp who were taken on a conducted
tour of places of interest in Banbury including
the offices of the Dally Guardian. He
arranged with restaurants and hotels to extend
full courtesies and meals, and later had
the mayor of Banbury welcome them at the
Palace where they saw "Soldiers Three." For
their journey to and from the camp, a taxi
firm donated the use of a Rolls Royce.
More than 40 Inches of free publicity In
three local newspapers resulted.
36 242 — BOXOFFICE Showmandiser : : October 27. 1951