Boxoffice-December.20.1952

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Exhibitors
Are Presented Awards
In U-l Wisconsin Sales Drive
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Exhibitors wlio concentrated on Universal product for a seven-week period
(September 14 to November 1) were awarded prizes by Milwaukee's XJ-I Manager
Dave Goldman. The affair was held at the Hotel Schroeder. Pictured around the
gifts are, left to right: Bill McFadzen, U-I booker; Sid Turcr, salesman; winner Nick
Burg, State, Sheboygan; winner Roland Williams, Sun, Brodhead; Al Kuehn, Mode,
Oshkosh; Mrs. Kuehn; Dave Goldman, winner Lauren Husten, Troy, East Troy;
Wally Babcock, Sprague, Elkhorn; winner Paul Nowatske, Vista, Mukwonago; Lew
Breyer, salesman; winner Earl Severson, Oakland, Milwaukee; Bill Schwartz, salesman,
and Orville Peterson and Dick Katz, bookers.
MILWAUKEE—The outgrowth of an idea
conceived by Milwaukee U-I Manager Dave
Goldman and his salesmen and bookers last
fall paid off here when a number of prizes
were awarded to exhibitors at festivities in
the swank Schroeder hotel. The prizes were
tokens of the branch's appreciation of a job
well done by participating exhibitors.
At the time when exchanges u.sually are
working up campaigns to breathe renewed life
into film busine.ss the local U-I family decided
that the exhibitor should be shown some
attention and, after a bit of study, a fullfledged
project was in full bloom.
The task was to inspire exhibitors to concentrate
on U-I product for a seven-week
period from September 16 to November 1,
with prizes to be awarded the winners at the
conclusion of the campaign. Manager, salesmen,
bookers and shippers, along with the
rest of the staff, pitched in and did amazing
work—amazing in that it brought satisfaction
to bbth U-I and the exhibitors.
When the contest was over and the winners
announced, based on the largest number
of U-I films played, the list bore the following
names and awards: Lauren Husten, Troy
Theatre, East Troy, an Evinrude outboard
motor; Nick Burg, Mode, Oshkosh, a Polaroid
camera with complete accessories: Roland
Williams, Sun, Brodhead. carafe and
electric percolator set; Paul Nowatske, Vista,
Mukwonago, Remington electric shaver, and
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Earl Severson. who recently took over full
control of the Oakland Theatre, a carving set.
Among the balance of the winners, unable
to attend the prize-award luncheon because
of weather and the press of business were Al
Honthaner, Comet, Milwaukee; Robert Goetz.
Monroe: John O'Connor, Highland, Highland;
Mrs. Arnold Kemp, Lake, Fox Lake;
Dave Weishoff. Juno. Juneau; Don Brown.
Mars. LaFarge. and Sam Miller, Rialto, Gladstone.
Mich.
In giving out the awards. Manager Dave
Goldman paid particular tribute to the effort
put forth by each winner and pointed out
that the gifts were the U-I Milwaukee
family's way of saying, "thank you for a
job well done."
In addition to Goldman, other members of
U-I present were Side Turer, Lew Breyer and
Bill Schwartz, salesmen; Orval Peterson, Bill
McFadzen and Dick Katz, bookers. Also
present was Wally Babcock, representing
exhibitor Dan Kelliher, Sprague Theatre,
Elkhorn, Wis.
Band Box Collects Toys
MASON CITY, IOWA—Admission to the
Band Box Theatre here for a recent Saturday
morning kiddy show was based on the donation
of one used toy. A local toy shop had
a citywide campaign under way to collect
toys to be distributed at a Christmas party
planned for the city's de.serving children. The
shop planned to repair as many broken toys
as possible. The theatre, a Consolidated
Agencies house, is managed by Mrs. Mildred
Wilson.
Jobs at All-Time High
MINNEAPOLIS — The state employment
service has reported that Minneapolis employment
is at an all-time high, '268,040 in
November compared to 266,800 in December
1950. The November increase was 3,300 over
the previous month.
Strong Selling Clicks
In Dull Holiday Period
MINNEAPOLIS—That high-powered showmanship
and exploitation and generous advertising
appropriations aren't wasted on a
worthwhile attraction even in the traditionally
dull two weeks before Christmas period
when stores are open evenings and many people
are busy spending their available funds
cj BraketffJK.
for gifts, was demonstrated here this past
week.
Greatly helped by a terrific selling cam-^t*"
paign, "My Pal Gus" gave Radio City one
of its biggest weeks in months and a gross
that stacked up as really hefty—this at a
time when the boxoffice is supposed to be
nearly dead and not susceptible to any
invigoration.
Minnesota Amusement Co. officials were'
confident the picture was outstanding Ir^
quality and possessed the qualities whicti
would endear it to the public and bring valuable
word-of-mouth, but they were equalljj
certain, because of its title and lack oi!
especially big cast names and advance aC'
claim, that it required the utmost exploli
tion. That's what they gave it—and wil
gratifying boxoffice results in the face of tbi
usual pre-Christmas slump.
Among the stunts employed was a previe'
for 600 educators, followed by a forum discussion
of the picture. In large advance newspaper
ads and on screen trailers the Radi<
City management personally guaranteed
offering's merits and gave it the highest
commendation. The ads also quoted thi
opinions of pleased patrons, giving thi
names and addresses and showing snapshoj
pictures of them.
There also were large gratis newspaper pic
ture spreads, newspaper ads paid for by
local dairy and candy factory, and picti
in the newspapers of children visiting
candy factory where bars named after
film are manufactured.
Ev Seibel and Don Alexander of the MA(
publicity and advertising staff and 20th-:
exploiteers Art Herzog and Chick Evi
merit bows for their bangup job. the indusi
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Tax Return to Theatreman^'""
Ordered by Wis.
:oanlr:;
Judge
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ALMA. WIS.—Judge Kenneth S. White C,
Buffalo county circuit court has ordered thi
the city of Alma return to theatre owna^
C. H. and Beulah J. Pi-yce of Alma so)
$278.04 in taxes collected on theii- theatre i
1950. In his ruling, the judge also ordere'
the city to return to the Pryces 5 per (XT.
interest on the amoimt from March 10, 195
The judge ruled thi
and $100 in court costs.
the assessment placed on the theatre in 196i
totaling $26,010, was unreasonable and illega
Theatre Fire Averted
IOWA CITY. IOWA— What might hav '^
been a serious fire was discovered in time
a Sunday morning to prevent any damag:
A leather cap was found burning on to
of a wall light fixture at the Varsity Theat*
about 6:40 a. m., firemen said, and taken out
side before the flames could spread. Tlie caj
apparently had been thrown there by a chili
The lights in the theatre were on at to
time because a janitor was cleaning up.
janitor smelled smoke and called the firemeit
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BOXOFFICE December 20,
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