Boxoffice-May.03.1952

)
Merchants Gel Proof
That Theatres Pull
Extra Store Sales
Lou Halt, district manager for Schine theatres
in Watertown, N. Y., decided to do
something constructive about the lethargic
attitude of local merchants regarding theatre
promotions. He undertook a survey to
produce evidence of what the theatre means
to their business.
Hart contacted the dii'ector of the Chamber
of Commerce and invited him to assist
Duke Elliott, manager of the Olympic, in
making the unique survey during the engagement
of "Ma and Pa Kettle at the Fair."
The team asked 513 patrons a set of seven
questions—Where did you come from? How
did you come? Did you buy gas on the way?
Did you shop before visiting the theatre?
Where did you shop? Where did you park?
What was the reason for your trip to the
city?
The survey revealed that 85 per cent of
the people who came to the Olympic from
out of town had done so for the express
purpose of seeing the show. Hart made copies
of the survey which he mailed to every merchant
in Watertown, along with a list of some
of the outstanding attractions booked for the
local
Schine theatres.
The new'spaper published a complete account
of the survey and, according to the
Schine executive, many of the merchants
have already signified their intention of cooperating
closely on theatre tieups.
In Hart's opinion, the survey is something
which should be conducted from time to
time, especially in small situations, to
strengthen ties with the merchants and the
Chamber of Commerce for long-range potentials.
Signs on Coaches Urge
Safety and 'Murder. Inc.'
G. Leopold, manager of the Regal Cinema
in Purley, England, tied up with the road
safety committee In his campaign for "Murder,
Inc.," with very favorable results. The
officials of this organization prevailed upon
a local coach proprietor to lend them his
fleet of vehicles at no cost. These toured the
town, posted with road safety publicity and
large signs devoted to film and theatre copy—
a generous 50-50 billing. The police called
the attention of the public to the coaches
when they stopped periodically at busy Intersections.
Stars at Premiere Aid
Promotion of 'Flesh'
When Tony Curtis and Jan Sterling appeared
at the opening of "Flesh and Fury,"
at the RKO Orpheum in New Orleans, Manager
John Dostal arranged a series of promotional
events for the visitors. The stars
participated in a parade through downtown
New Orleans, were guests at a luncheon of
the Optimists club, were interviewed on seven
radio and television programs and attended
an autograph party at the Holmes department
store. The store ran newspaper ads.
Novelty Circulars
Suggest Good Rule
p. M. Crook, assistant manager of the
Broadway Cinema In Eccles, Lanes., England,
handled the exploitation campaign for "Lightning
Strikes Twice" and turned In a fine Job.
One thousand cardboard rulers were Imprinted
with copy on one side; "There will be
a full measure of entertainment at the
Broadway, etc." The other side read, "Malce
it a rule to .•ee 'Lightning Strikes Twice,' etc."
One thousand circulars In the form of a
contest entry blank were dLstrlbuted, giving
the public an opportunity to forecast the
weather on opening day of the picture. Contestants
making the most accurate forecasts
received
theatre passes.
Promotes Co-Op Herald
Gordon Spradley, manager of the Lincoln
Theatre, Miami Beach, tied up with a neighborhood
diaper service on a co-op herald advertising
"The First Time." Half the space on
the circular was devoted to an ad for the
sponsor headed, " 'The First Time' the stork
starts hovering, etc.," and "For the hairraising
adventures of a newly married couple
who wanted a baby, etc.,"
PROm-mHING iXMBtTORS SAVi
Nothing Can Top
"Rap."in Aberdeen!
Onve-»n, »o
J
oi
V
Comic Mats Are Planted
With 'Honeychile' Ads
James Wiggs jr., manager of the Tar Theatre,
Tarboro, N. C, received two comic feature
ad mats from the distributor of "Honeychile"
and used them for effective newspaper
display ads. He paid for a dateline and
theatre signature, his only cost for the promotion.
Regular radio spots advertised the playdates,
and the station tied in with a quiz offering
passes to the first ten persons who identified
vocal groups on various recordings. The
theatre front was dressed up with three-sheet
displays and a 12-foot banner.
Wiggs reports the extra promotion created
favorable word-of-mouth publicity and gave
the theatre excellent receipts during the current
playdates.
Three days, opening Dec. 22nd, last
year, your "Prince of Peace" did
MORE than twice the business of
anything we had ever played. It
still is our top-record grosser!
We wish to
commend your fine
organization on its service to Exhibitors.
. . . The educational angle
of your films gives them a 'message'
that pleases.
We want to buy all Hallmark films
and will play them in the near future.
Please have your agent. Lew
Andrews, stop in again.
C. E. TREAS
Now in
Release:
• "Power of Prayer"
• "Secrets of Beauty"
• "Prince of Peace"
• "Why Men Leave
Home"
• "She Shoulda
Said No"
• "Sideroad"
• "Mom and Dad"
Redmen Recruiters Turn
Attention to 'Defiance'
The local
tribe of Redmen helped Manager
A. J. Benya exploit "Fort Defiance" at the
Savoy Theatre, Asbury Park, N. J. Instead
of the conventional stunt of having the theatre
staff don Indian costumes, Benya persuaded
the Redmen to furnish a fully costumed
membership recruiting team for a
week prior to the opening. The team of six
Redmen took stations in the lobby and in
front of the house.
HALLMARKU
KROGER
BABB
Vrea.lent
• HALLMARK BUILDING • WILMINGTON, OHIO
BOXOFFICE Showmandiser : : May
3. 1952 — 107 — 35