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Merchant and Paper<br />
Give Theatre Co-Op<br />
For The Fighter'<br />
A. J. Kalbcrir, cily miuiiinfr for Swltow'<br />
Theatres, Wa.shlngton. Ind.. nrruiiKed n prrtentlou.s<br />
tieiip for "Tlu'<br />
FlKhtor" in cooporutlon<br />
with the WashliiKtoii<br />
Herald a ii d<br />
Shlff's .shoe store.<br />
The paper publl.shed<br />
Illustrations of famous<br />
fighters In history on<br />
four successive days a<br />
week prior to opening<br />
Captions furnished<br />
clues to help traders<br />
Identify the fighters.<br />
At the conclusion of<br />
the series, contejtants<br />
were required to submit the four illustnitlons<br />
with a 25-word statement on why thfy would<br />
like to see "The Fighter" at the Timplc<br />
Court Theatre.<br />
The store donated cash prizes and gifts,<br />
and bought tickets for presentation to all<br />
contestants. The newspaper ran a page one<br />
story announcing the contest and each day<br />
used a box story on the front page calling<br />
attention to the contest. The theatre received<br />
more than a full page of free publicity,<br />
culminating in a layout of photos on opening<br />
day showing the contest winners.<br />
For the Thanksgiving school recess. Kalberer<br />
arranged an amateur talent shew for<br />
the Indiana Theatre in cooperation with the<br />
Campbell music studios. Thirty boy.^ and<br />
girls, members of the theatre's Roy Rogers<br />
Riders club, participated in the show The<br />
studio provided 15 accordionists for musicbackground.<br />
During December, Kalberer promoted a<br />
free show for kids on the Saturday before<br />
Christmas. He booked a barn dance stage<br />
show from a nearby television station and<br />
promoted a puppet show for the annual<br />
kiddy Christmas party at the Indiana.<br />
Sales<br />
Copy and Illustrations<br />
Should Blend for Best Impact<br />
Gestapo Uniforms Scare<br />
DP.'s at Brantford<br />
Stan Andrews, manager of the Paramount.<br />
Brantford. Ont.. put two ushers on the street<br />
to Ballyhoo "They Came to Blow Up America"<br />
and had local D.P.s in an uproar. The<br />
ushers were dressed in Gestapo uniforms.<br />
They distributed cards with picture and theatre<br />
imprint.<br />
Without advance notice, Andrews released<br />
a barrage of balloons from the roof, precipitating<br />
a mad ,'cramble. Attached to each<br />
balloon was a slip imprinted with theatre copy.<br />
Scouts See Free Show<br />
As Guests of Merchants<br />
Harry Weiner. manager of the Oswego<br />
(N. Y.) Theatre, had a local automobile agency<br />
sponsor a free show for nearly 1.000 Girl<br />
Scouts and Brownies during National Girl<br />
Scout week. The sponsor rented the entire<br />
,( iK<br />
theatre and played host to the scouts. On the<br />
screen were a film on Girl Scouting and a<br />
j|];5i selection from the Children's Film Library.<br />
,],(5(<br />
The promotion rated a story in the Syracuse<br />
Herald-Journal.<br />
Readers of this department frequently<br />
write asking for ideas which ore dilierent<br />
from pressbook display ads and suitable<br />
lor use in the smaller situations. Pictured<br />
above are some fine examples of<br />
off-the-beaten-track ads of small space<br />
dimensions created by Larry Grabum. ad<br />
director for Odeon Theatres. Ltd.<br />
Grabum's talents are well known to<br />
theatremen in Canada and the United<br />
States. His ideas have been widely copied<br />
in both countries. He has been reccgniied<br />
for his ability to use sharp, terse, copy in<br />
complement with illustrative elements that<br />
convey the story theme to the reader with<br />
impact. All ads shown are reduced from<br />
sizes ranging from one to three columns.<br />
Note the horizontal ad at top.<br />
BOXOFFICE Showmandiser : : Dec. 27, 1952<br />
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