Boxoffice-November.24.1951

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| BOXOFFICE BAROMETER This chort records the performonce of current attractions in the opening week of their first runs in ! the 20 key cities checked. Pictures with fewer then five engagemenrs ore not listed. As new runs re reported, ratings are added and averages revised. Computation is in terms of percentage in < relation to normal grosses as determined by the theatre managers. With 100 per cent as "normal," the figures show the gross rating above or below that mark. Across the Wide Missouri iMGMi Adventures of Captain Fabian (Repi 152 105 140 120 110 110 168 125 110 97 131 100 96 105 100 102 111 118 102 112 107 104 114 100 97 i 95 208 121 101 153 115 TOP THE -OF- HITS WEEK Individual runs, not an average. Pictures with less than five runs do not appear in the chart above. An American in Paris (MGM) Lo.s Angeles 275 Philadelphia 165 Oliver Twist (UA) Kansas City 250 Two Tickets to Broadway (RKO) Boston 190 Cincinnati 150
T-shirts CHESTER FRIEDMAN EDITOR MOfFIC ^HUGH E. FRAÊ Associate Editor SECTION PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN Bill 1)!' A nnwerAcLifu — Chester Friedman Prerelease 'Quo Vadis Pattern Local Sales Formulas Metro-Goldwyn-Mayer's reported .sevenmillion-dollar inve.stment in "Quo Vadis" is getting local exploitation commen.surate with Vadis " the big budget production in key towns where the feature is playing prerelea.se bookings. The campaigns are as elaborate and ostentatious as the film itself. In Pittsburgh, the ballyhoo started .several months prior to the booking when William Elder, manager of the Penn, set up dred cards were announcing the new.spaper stories, cross trailers at affiliated theatre.s, poster displays, lobby setpieces and many other eye-catching stimulants. The outdoor campaign represented a fullscale circus .showing. Five hundred teaser one-.sheets with copy, "This is the year of 'Quo Vadis,' " were posted in the metropolitan area eight weeks prior to opening. One hundred six-.sheets. 250 three-sheets and 1,000 one-sheets in full color were posted over an area of 50 miles. Five hundred tack cards tied in with the December issue of Screen Stories magazine were distributed to news dealers and newsstands by the Pittsburgh News Co. Supplementing this, 16 branches of the Carnegie library distributed 10,000 bookmarks, and downtown shops and offices were saturated with 10,000 blotters. In doctors and dentists reading rooms and in hotels, more than 2,000 booklets of the story behind "Quo months in advance Vadis" were left as "pick-me-ups" MGM exploitation FOSTERS IN LIBRARY The downtown branch of the Carnegie library was filled with colorful posters advertising the picture through a tie-in with literature concerning ancient Rome. Colored blowups of the stars on merchandising hookups produced a bevy of windows with florists, men's shops, women's specialty stores, camera shops, sporting goods firms, music stores and travel agencies. A co-op ad campaign yielded three quarter-page newspaper ads with the Roberts Jewelry Co. These were spaced to hit on three successive days prior to opening. The Pittsburgh Art institute aided in promoting a contest among art students for the best reproductions from scene-stills displayed at the theatre. The Post Gazette sponsored cabs throughout a six-day classified contest with cash prizes for the winners a week before opening. To capture the attention of the juvenile trade. a coloring contest was planted with the Seek Hawkins club, a feature of the Pittsburgh Press. nouncing this Three months prior to opening, all outgoing rubber-stamped with teaser copy. At the same Bookings theatre playdates. displayed in of opening. department. the city. offer. The 25'.h anniversary of the Paramount Theatre at the Crossroads of the Wor!d reminds us that tempus is fugitinR. About three months after this guttering palace of crystal and marble opened, we were sauntering along 43rd street when sheer pressure from a pack of huskies crowding the sidewalk carried us into the lobby. Our momentary surprise was brightened at the prospect of thus getting into the show for free. Moments later, drawn up, military style, in the lobby, we were listening to an inspirational talk from a man later identified as Steve Barutio. His sales pitch convinced the writer there was a future in theatre business. There was the implication also that all of us would become theatre managers in three months if we had what it takes and what Publix needed to fulfill its expansion aims. Actually, it took 16 months before we were able even to shed our Eton jacket for the coveted white flannels and blue coat with the embroidered letters, "Chief Usher." Those 16 months embraced all the heartaches, frustrations and disappointments so familiar to all who aspired to come up from the ranks—promotions which pissed by because of favoritism, and demotions sometimes based on prejudice and petty jealousies. Often the temptation to quit succumbed to an 11th hour inspirational talk from one of the friendlier executives. And inwardly there was a growing determination to make the grade in spi'e of the obstacles and because show business had already gotten into our blood. Looking back, it is easy to recognize how the influence of those friendly e'ecutives helped to shape our destinir^s and those of so many who wore Publix uniforms at that time. From all of us, there's a long list of thank-yous due. To Steve Barutio, W. McEachron, Ted Leaper, Chester Stoddard, Frank Biba, Ben Rosenber»—and to many who have passed from the scene, among them John Wright and Major Jones. Thank you, gentlemen—25 years of thanksl time, theatre employf- bf-'aii wearing celluloid buttons with tea.'-er ropy, and "Quo were w'orn to school by parttime theatre employes. One hundreds cards were placed in Greyhound bus terminals within a 100-mile radius of Pittsburgh, and a fleet of 20 Pittsburgh News Co. trucks were bannered with sigas Two hun- Blue Ridge bus terminals throughout western Penn.sylvania. HOOKED TO LUX DEAL One thousand posters hooked to the Lux tieup were displayed in grocery stores, and an equal number of posters tied in with Whitman's chocolates were distributed to candy and confectionery shops. Sets of colored llxl4s were exhibited in parochial high schools, and 10,000 reprints of Peter's speech were distributed through the Council of Churches. Radio promotion included daily spot plugs over stations WPGH, KQV and WHOD. In addition, the Jane Gibson show. KQV. sponsored a jingle contest with cash and record album awards. Menus and tent cards in downtown restaurants carried plugs for the picture. All this was exclusive of unusual newspaper cooperation beginning many Working with Elder was J. E. Watson, representing the At the Grand in Atlanta. Manager Boyd Fry and MGM exploiteer Emery Austin practically duplicated the Pittsburgh campaign. The most spectacular front ever used in Atlanta, topping even the one used for "Gone With the Wind." presented a Roman atmospheric appearance highlighted by a giant medallion 13 feet in diameter which was mounted on the facade of the building. STREET BANNER HUNG A street banner, 50 feet long and four feet high, was stretched across Peachtree street in the heart of the city. Illuminated signs on the backs of 50 Yellow cabs advertised the picture for two weeks. In addition, bumper strips were used on more than 100 Yellow Railroad executives tied in by offering an excursion trip to residents within a 100-mile radius of Atlanta, including admission to the Grand to see "Quo Vadis." Signs were posted on trains and in railroad depots an- Working with the Atlanta censor, arrangements were made to post notices and art displays on school bulletin boards. BOXOFFICE Showmandiser : : Nov. 24. 1951 — 263 — 25
Page 1 and 2: ;,„ 'eio&n. 'u if'// / ,/l k h- R
Page 3 and 4: 111 -^ its r];i> rî V; p -.^ '^'°
Page 5 and 6: I ! IMM I ne ru^ o^t/ie "T^hîcm T^
Page 7 and 8: Li,.. . . whether . . . are Wometco
Page 9 and 10: pKliv^, ruKWMKD... GOING FORWARD...
Page 11 and 12: Fox Earnings for '52 In an Upward T
Page 13 and 14: I . .TESTED ... and PROVED imh CEHT
Page 15 and 16: DuMont Cannot See Thealre TV Profil
Page 17 and 18: L . . . King . . Handed . . And ôU
Page 19 and 20: f'3 '^// er o/- er '^^'^--^/^î 'O;
Page 21: i \If you're part of the amusement
Page 25 and 26: s California Managers Turn Full Ste
Page 27 and 28: 5t tl*' fm H' Animation in Display
Page 29 and 30: Virginia Exhibitors Plan Theatre Cl
Page 31 and 32: Thanksgiving Boosts Grosses; Vadis
Page 33 and 34: New York Paramount Has 25th Birthda
Page 35 and 36: . . The . . The . . Lippert . . Sar
Page 37 and 38: NEWS AND VIEWS OF THE PRODUCTION CE
Page 39 and 40: New Mary Pickford Suit In Goldwyn S
Page 41 and 42: J..._ Montana Theatremen Hold Annua
Page 43 and 44: kl.. . . . Gene . . Ben . . . Aldri
Page 45 and 46: Twin City Homewood Trial Is Resumed
Page 47 and 48: . . After 'Paris' Grosses 250 In Tw
Page 49 and 50: Hawarden, la.. Comet Is Gutted by F
Page 51 and 52: aptaiD 'Pat, William Truog Dies; UA
Page 53 and 54: J CAROLINAS TOA ASS'N ELECTS BOB BR
Page 55 and 56: Picture Trademark Gone; Stage Is Fi
Page 57 and 58: Audience Expanding For Adult Pictur
Page 59 and 60: ATLANTA \risitors on the Row: Horro
Page 61 and 62: Movietime Reports To Okla. Exhibito
Page 63 and 64: ! a { Wanda I men. ! attending I Li
Page 65 and 66: Two at Milwaukee In Theatre TV Loop
Page 67 and 68: J, . . Reports ST . L PUIS Frank Gl
Page 69 and 70: ottir^ , Dayton 1 and Variety of Da
Page 71 and 72: . . Lou Cleveland Does Big On Four
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. . Rowland . . Harry ^'mi j Mrs. C
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. . . Free . . Woodrow LOUISVILLE n
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. . Irving RKO Starts Buildup For '
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ii., Sfieci^ /4«tKcuKcemeHt 'îiSi
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Li. fftll mki Death Claims Second F
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MONTREAL . . Filmrow The Motion Pic
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iwnm Int«rpr«*l«« snalysh af la
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* înui^j n Very Good; "^ Good; —
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I I' 1 Worpoth . . C ] Hovono . W W
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1l«ll{^ i „ j 4951 I 4952 , 2!5^
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Opinions on Current Productions; Ex
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I aken I I ATES: ISc per word, mini
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lovember 24, 1951 ection Two Constr
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)k The stage is set for WITH CARPET
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For comfort underfoot— For sound
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Li 11 "ITIVERYBODY Stands to gain f
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' Let us custom-style your carpet a
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i THEATRE REMODELING • Oklahoma C
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REMODELING JOB • Oklahoma City Ab
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Are You Planning I To Redecorate Yo
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p On movie sets . BETTER MOVIES! In
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This deep approach to the interior
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lOfp ^ FACING THE PROBLEM-DIAGONALL
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iu A CASE FOR SMARTNESS IN DISPLAY
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IL OUT OF THE ORDINARY :' .•«^S:
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I ILi. lllii jfKOJI «tU til (Oil f
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1 In designing the auditorium of th
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\ ' iA * iiuiicstfili THEATRE IT" A
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Out Into the Open for New Ideas Som
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36 The MODERN THEATRE SECTIO^ U Sti
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.
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DESIGN AND CONSTRUCTION SAVE NOW! E
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DESIGN AND CONSTRUCTION Balanced Li
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L' 44 M A,ikL Model 420 Majestic Fo
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| REFRESHMENT SERVICE You Can Enjoy
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. . keeps i j HOW TO INCREASE CANDY
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' i HOW TO INCREASE CANDY SALES Con
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PATRONS COME TO DINNER AT THE TROPI
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BOXED DINNERS AT DRIVE-IN Continued
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m^'^^ CHOCOLATE CREAMS. Doiiljle-wh
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REFRESHMENT SERVICE HERE ARE SEVEN
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' | ' HOW TO INCREASE CANDY SALES C
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. . CANDY . . OILS . . BOXES . . KE
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j ' ' iminate oH Cluster Light Smg
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IL A MUST for That Play Area The on
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I PROJECTION AND SOUND MEN IN BOOTH
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IL PROJECTION AND SOUND Develops a
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PROJECTION AND SOUND Here Is How to
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RCA Service protects your Box-Offic
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Ike (lix^t PROJECTION AND SOUND A V
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i Iki GENERATOR SETS Ask Your THEAT
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j PROJECTION AND SOUND Four Well-Pl
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j ' ; INTERIOR DECORATING 5. Should
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i INTERIOR DECORATING TODAY'S THEAT
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35 YEARS — and still tops! CURTAI
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MAINTENANCE AND SANITATION f The Th
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' j Here 's Your Biff DOUBLE FEATUR
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^^K|[i You Can Avoid Fire Losses by
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I ' ALPHABETICAL INDEX; Specialized
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'. I ^Specialized ^peciai \-t STAGE
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ADVERTISING DISPLAY Use the Index o
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179 Pittsburgh 3114 2753 11001 Frig
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200 ' 243 Chicago CONCESSIONS Use t
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90 919 Phila r 1 DECORATING Use the
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' ' FURNISHINGS Use the Index of Ad
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111 4801 Freeport, 321 W. SOlh SI ,
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"i; • N '1 I I ' PROJECTION Use t
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Semon, L 300 149 1600 848 706 Walte
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SANITATION Use the Index of Adverti
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2747 i STAGE EQUIPMENT Use the Inde
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6222 724 ] DRIVE-INS Use the Index
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Miahavroka, 1035 Cleveland 64 1525
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' ' DENVER 'Graham Bros., Theatre E
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'' i Fire-resistant treatment for,
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. { ' j , I Orange juice dispenser,
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READERS' SERVICE COUPONS For inlonn
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II it's MOVIETIME U.S.A. Are You Pr
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Boxoffice-November.24.1951

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