Boxoffice-December.20.1952

Minors Club Boosts
Coming Attractions
At RegaL Oxford
D. A. C. Ewin. manager of the Regal Cinema,
Oxford. England, got children to attend
his Saturday Minors' matinees to start wordof
-mouth publicity on two recent attractions.
Ewin made announcements to the minors on
"Breaking the Sound Barrier" and "Abbott
and Costello Lost in Alaska." The youngsters
did an excellent job. spreading the word on
both pictures. Publicity thus landed directly
in hundreds of local homes.
On "Breaking the Sound Barrier." 1,000
special handbills quoting from favorable reviews
were distributed by neighborhood shops.
Posters were displayed in the lobby and foyer
three weeks in advance. The daily paper
published a serialization of the film, and
tieups were made with top shops and florists
for window displays.
For "Lost in Alaska," a bicycle was promoted
for a door prize at the Minors' matinee.
Two thousand free comic books were promoted
and distributed to the youngsters, and
a quantity sent to local children's homes and
hospital wards. This resulted in added publicity
stories in the press.
Eleven news agents displayed showcards
plugging the picture, and Ewin set up window
displays in 13 choice locations.
Clergymen Cooperate
On 'Cry' in Hove, England
A week in advance of opening with "Cry,
the Beloved Country," A.P.C. Bridger, manager
of the Granada Cinema, Hove, Sussex,
England, informed several local clergymen
and informed them of the booking.
The Reverend Hills, who was familiar with
the theme of the film, was very desirous of
having his congregation see it and offered to
display a sign and stills in the church porch.
Offers from two other clergymen followed.
The picture was mentioned by these three
clergymen in their .sermons on Sunday before
playdate, and the local papers ran an item
on Bridger's efforts in this connection.
Special Anniversary News
Pearl Bryant, manager of the Federal Theatre,
Federalsburg, Md., celebrated the 21st
anniversary of the theatre by promoting a
special newspaper section in the local paper,
with congratulatory ads from merchants. The
newspaper devoted several news columns to
highlights of the theatre's history. The first
21 women who attended the anniversary show
each received a red ro.se, promoted from a
local florist. At the evening performance, an
anniversary cake donated by a bakery was
sliced and a portion given to each patron.
Rents Theatre to Santa
George Cameron, manager of the Holland
Theatre, Bellefontaine, Ohio, got several local
merchants to play Santa Claus to the community's
youngsters on Saturday, December 6.
The merchants rented the theatre and distributed
complimentary tickets to customers.
Santa made a personal appearance and
handed out the gifts.
40
C^xpectationd
(Continued from preceding page)
If these innovations lea.ve their mark on
the presentation of motion pictures,
imagine the impact they will have on the
merchandising of product. Wliere newspaper
advertising has been the most effective
medium in the past, it may be too
slow for a market where time and current
events will give the showman only hours
to "sell" his attractions. Radio and commercial
television may become the principal
media because of their ability to
reach the public swiftly.
It is a matter of record that the vast
majority of managers grew up in the industry
from the ranks. It was the glamor
and the excitement of competing for bigger
grosses that attracted and held so many
theatremen in the industry. A whole new
era of showmanship lies ahead in 1953.
There is a job of selling to be done. We
are happy that even as an observer we are
privileged to be part of this exciting scene.
We will be interested in watching developments.
We will have special interest because
so many of our personal and pen
friends will be participating in the development
of these new techniques and new
methods of promotion and exploitation.
From what we know about these friends
—their ability, ingenuity and showmanship
—we are sure the job is in the hands of the
right people.
Season's greetings to you all. Let's hear
from thee—in '53.
— Chester Friedman
Posters and Windows
Promote 'Superman'
When A. T. Fowle, manager of the Astoria
in Brighton, Sussex, England, played "Superman
and the Strange People," he arranged
with a local firm to display window publicity
and an announcement to the effect that
"Superman" would visit the store's toy department.
Hundreds of children flocked to the
store where the ballyhoo man distributed free
comic books and throwaways advertising the
film.
Although street sunts are prohibited in
Brighton, Fowle got around the obstacle by
having a costumed superman visit Woolworth's.
He was followed around by many
ardent young admirers as he strolled through
the premises and the desired effect was
achieved even though he bore no written publicity
for the picture.
Leading news agents in Brighton cooperated
with display signs advertising picture and
playdates, and throwaways were u.sed as stuffers
by newspapers. Superman comic book.s
were given away free to youngsters at another
neighborhood store.
Posters were spotted around town in strategic
locations and press coverage was excellent,
with generous space in the Evening
Argus and the Brighton paper plus photos
in four newspapers.
— 292 —
Jewelry Store Tieup
And Contest Boost
'Noon' in England
Several lively promotions exploiting "Higl
Noon" were executed by Rex Henderson, man
ager of the Hippodrome, Nuneaton. England
In the window of Bickell's jewelry store
ten clocks displayed were set to show the timi
in ten different countries when it is "higl
noon" in Nuneaton. The clock in the cente;
of the display carried full credits. This stun
seemed to arouse a great deal of publii
interest.
A painting contest for youngsters was ar
ranged with the Nuneaton Observer. Ove:
230 entries were received, something of i
record for contests in this situation, of whicl
about 100 were mounted by Henderson am
exhibited in the theatre foyer during the cur
rent playdates.
Three weeks in advance of opening, patron.
were surprised by a "ghost" voice emanatini
from the stage, saying, "The time is now . .
but on (date) it will be 'High Noon.'"
Henderson prevailed upon the mayor o
Nuneaton to obtain permission from Mitchell
and Butlers, brewers, to erect banners on thet
property beneath a clock in the town center
This is avowedly the best site in Nuneaton, ont
which, according to Henderson, has neve:
before been used for such a purpose.
Free Pass Offer Gag
Tests Paper's Draw
When the new Flamingo Drive-In new
Laurinburg. N. C. opened recently, E. Y
Stafford, district manager for H. B. Meiselmar
Theatres, decided to test the drawing powei
of a newspaper published at Bennetts
ville, S. C.
Since it was important to learn whethei
folks would drive the 20 miles to the new
drive-in, Stafford ran an ad in the Marlbort
Herald-Advocate which included a free ad
mission good during a specified week. Th«
stunt proved that he could attract people
from this distance, and he reports that many
of those who redeemed the newspaper offei
of free admission had several paying cus-i
tomers with them in the car.
In conjunction with the opening of thi
drive-in. special heralds were distributed U
5,000 rural homes in the area. A weekly house
program was introduced since there is no dail>
paper in the immediate area.
Dance School on Stage
To pep up business diu-ing the pre-Christi
mas season, Ken Carter, manager of the!
Madi.son Theatre. Richmond. Ky., arranged
with Sybil Garnett dance school to give a recital
on the theatre stage. About 60 students
appeared, giving readings and an exhibition ol
dancing and singing. The local newspapei
gave the event excellent publicity.
A Health Promotion
Lee Willi.s. manager of the Piqua lOhio)
Theatre, contacted his local FTA and the
Mental Health A.ss'n to promote "The Doctor."
The executive .secretary of the healtb
organization mentioned the picture dining 8
radio broadcast. Willis .sent personal letters
with a pitch for the picture, to teachers and
professional men in tlie community.
BOXOFFICE Showmandiser :
: Dec.
*tioii
27, 1952
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