Boxoffice-November.24.1951

s
California Managers
Turn Full Steam
On Civic Tie-Ins
Nate Krevitz. district manager for Pittsburg
Theatres in Concord and Pittsburg,
Calif., goes on record in reporting tliat local
theatre managers are consistently active in
promoting their screen attractions and enhancing
public relations.
Almost every week, local merchants participate
in cooperative heralds to promote outstanding
attractions such as "Show Boat."
"Cyrano de Bergerac," "David and Bathsheba."
etc.
Pittsburg theatremen recently participated
in a Community Chest fund drive by having
a representative from different groups appear
on the stage for the purpose of making
a one-minute pitch in behalf of the drive.
The four local theatre managers comprise
a team in the chamber of commerce drive
for new members and topped all other groups
by bringing in 24 new businessmen. Theatre
employes including usherets, etc., are constantly
encouraged to donate their time in
behalf of the Red Cross. March of Dimes
and other national and local drives.
Extra publicity is stimulated from coming
screen shows by having special groups invited
to pictures having particular appeal for their
professions. Recently, high school teachers
were guests of the management on opening
night of "Cyrano de Bergerac," and members
of the police department are invited to see
films with a sleuth angle. Pittsburg attorneys
were recent guests at "Criminal Lawyer."
When "Jim Thorpe— All American" opened,
the entire high school football team made
a stage appearance in conjunction with the
film.
According to Krevitz, the managers are constantly
engaging in extracurricular activities
which go a long way toward publicizing the
theatres and the shows.
Representing the circuit are Walter Blanchard,
manager of the California Theatre;
Fonzie Parrish, manager of the Vogue: Bob
Charles, manager of the Enean, and Gus Favalora,
manager of the Palace, all in Pittsburg.
At the Enean Theatre in Concord, John
Grichuhin is manager.
Krevitz's report concludes, "Business is
good."
Free Show for Kiddies
Marks 3rd Anniversary
Vincent Capuano, manager of the Elm,
West Hartford, Conn., recently observed the
third anniversary of the opening of the theatre
by getting local merchants to sponsor a
free children's show. An ice cream-eating
contest on stage and other juvenile games
supplemented the screen show. The invitation
for youngsters to attend was made in a co-op
ad sponsored by the merchants.
300 at 'Heart' Screening
James McCarthy, manager of the Strand in
Hartford, previewed "Close to My Heart" at
the Avery Memorial for 300 representatives of
insurance firms and women's clubs. Comment
cards were used for a lobby display,
under the heading: "Read what some of your
neighbors think of this great motion picture."
Abe Ludacer Shows He's on Toes
With Ballet Dancers for Paris
Abe Ludacer, manager of the Valentine
Theatre in Toledo, used all facets of exploitation
to promote "An American in Paris." He
began work three weeks prior to opening.
The newspaper phase included teasers, publicity
stories and art in the daily papers, and a
large co-op promoted from the Hanf dancing
school. Giant lobby displays were prepared,
using blowups of magazine and newspaper
reviews, and pictorial layouts.
Window tieups include jewelry stores, hosiery
shops, florists and all music stores handling
MGM records. In addition, 25 easel displays
were placed in choice downtown locations.
Two weeks prior to opening, a car of foreign
manufacture was parked in the busy
shopping area, with a sign: "Reserved for 'An
American in Paris,' Valentine soon."
Ballet students from the Hanf school entertained
theatre patrons in the lobby with
dancing exhibitions. A man dressed as a
French policeman was assigned to busy intersections
to assist people in crossing the
street, with the green light. A sign on his
back was lettered, "Stay alive to see 'An
American in Paris,' etc., etc."
All local radio stations gave the picture
gratis announcements. Station WTOD used
an interview record with Gene Kelly, and
WTOL featured Gershwin music on a special
broadcast on Midnight Penthouse Party.
In the theatre lobby, records from the film
entertained patrons two weeks before opening.
The J. W. Green Music Co. sponsored a
contest in Toledo schools and colleges for the
best essay on "Why I Would Like to See 'An
American in Paris.' " The sponsor provided a
free scholarship and Linguaphone record albums
as prizes, with the theatre contributing
passes for runnersup.
All theatre employes wore French berets
and sashes imprinted with the picture title
in advance of opening, and a screening was
held for all nuns in the city who teach in
parochial schools.
BOXOFFICE NUGGETS
Jim Farrell, manager of the Elmwood.
Penn Yan, N. Y., has a new car giveaway set
for December 20 under merchant sponsorship.
Twenty-four stores and business firms are
cooperating in the tieup. Each merchant
gives drawing coupons with every purchase
made over a specified amount. Stunt is aimed
at stimulating extra business during slack
period proceeding Christmas.
Sal Adoro sr., manager of the Capitol.
Middletown, Conn., sold "Saturday's Hero"
with dramatic expose copy in his newspaper
ads. Layouts were topped with scare copy
reading: "See Why They Do It." Incidental
copy scored the inside story of "kept men"
in college football.
Len Crate, manager of the Union Cinema.
Dunstable, England, promoted a street procession
to ballyhoo "The Galloping Major."
A neighborhood livery stable provided horses
for the demonstration. Theatre employes,
dressed in costume, served as volunteer riders,
with the assistant manager walking ahead
and distributing special leaflets advertising
the theatre playdates.
Ted Conklin, manager of the Bucyrus, Ohio,
Theatre tied up with two out-of-town high
schools on benefit shows which followed each
other on two different nights. A share of the
proceeds was donated by the theatre toward
the purchase of uniforms for the school bands.
Students hustled ticket sales well in advance.
Conklin sold an ad to a merchant on the
back of the tickets to defray costs.
Bernard Grosso, manager of the State in
Newark, N. J., tied up numerous music shops
for full window displays advertising "Show
Boat." Each merchant displayed sheet music
and records backed by large art displays for
the picture and prominent theatre playdates.
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BOXOFFICE Showmandiser : : Nov. 24, 1951 — 265 27