3 years ago



DRUM BEATERS AT WORK f1 Heralding the premiere of "Bailie Zone" at the RKO Grand. Chicago, Manager Ansel Winston had extensive support Irom marine recruiters. Pictured is lobby exhibit. Marines also furnished street ballyhoo, A-board posters and planted newspaper and radio publicity for the picture, all without cost to the theatre. At right, two men dressed appropriately to symbolize the title of "The Savage" mix with Christmas shoppers to ballyhoo the playdates at the Paramount Theatre in Buffalo. Ed Miller, manager of the Paramount, utilized a flash front, radio and newspaper promotion and school contacts to presell the opening. At left, three youngsters dressed as ancient Roman cavalrymen tour Amsterdam, N. Y., to exhibit the rerelease of "Cleopatra" at the Mohawk Theatre. Fred Laurens, manager of the Mohawk, supplied the youngsters with banners. At right, tourist bureaus gave strong cooperation via window displays to opening of "Thief of Venice" at the Mayfair Theatre in New York. Tieups of this nature are easy to make, gain extra publicity for films that suggest travel. At left, window displays were part of comprehensive campaign to exploit "Plymouth Adventure" by Boyd Sparrow, manager of the Warwick Theatre. San Francisco. Pictured is smart window at the Emporium facing busy Market street, featuring original costumes from the film production. 42 — 294 — BOXOFFICE Showmandiser

Stencils on Sidewalk With Bread Crumbs lis for 'The Birds' To locus aUciitioii on Sonu'tliliiK for the [Birds," Joseph Boyle. maniiKer of the Poll Ixheatre. Norwich. Conn., hud sUiff inembors Iscatter bread cruiiib.s at key .spots In the downtown area and chalkmnrk the title of the picture on .sidewalk.s. I The army recrultliiK office used a billboard display of stills with full theatre credits. Boy I Scout troops were contacted and urged to .see I the picture and advertise It via word-ofmouth publicity. I Postcards with a personal endorsement from iBoyle were mailed to a .select list of prominent Iresldents. Die-cut window card.s were dls- Itributed to stores and posted In clubrooms of Iveterans organizations, the Elks and YMCA A still display of a roller skatInK rink wa.s [erected In the lobby. One thousand heralds Iwlth theatre imprint were slip-sheeted into ISunday newspapers by a neighborhood news I dealer. The Norwich Bulletin ran a classified ad Icontest and published advance stories and art. Ijlmmie Pedace. commentator on the radio Ishow, Around Town, gave the picture several I gratis plugs and a friendly disk jockey used la recording of bird calls on his early morning I record show. A radio transcription was (planted on station WICH. Planned activities In conjunction with "Stars and Stripes Forever" at the Poll in- Iclude tieups with the marine recruiting office, Iveterans organizations, disk jockeys and music [stores. On opening night, the marine legion lis scheduled to march to the theatre accomipanied by several military bands. [erchont Trailer Lifts ^reholiday Receipts Nate Krevitz. district manager for Pitts- Iburg (Calif.) Theatres. Inc.. reports that Imerchant greeting trailers this year about Idouble those of previous years. In Pittsburg land Concord, merchants have shown a willlingness to cooperate In this form of promo- Ition which is expected to bolster receipts Ithrough miscellaneous sources during a period Iwhen shopping takes a heavy toll on atll tendance. ^hotos for Cinema Club The Harborough Advertiser Midland Mall Irecently devoted almost a full page of photos Ipromoting the Saturday morning Cinema Iclub birthday at the Ritz in Leicester. Englland. Edmund Hague, manager of the Ritz, land Ernie Page, theatre pianist, organized Igames for the youngsters, presented birthday |cards to celebrants and led in singing "Happy Birthday." Pictorial layout showed various phases of the activities. 'uzzie Used in England L. R. Robbins, manager of the Granby Theatre, Reading, England, promoted a Icrossword-puzzle herald from a local mer- Ichant to advertise "Angels One Five." One [thousand of the contest heralds were dis- |tributed to patrons in advance of opening, and promoted prizes were awarded the winners. First 'Rain' Contest Prize Won by Vermont Men The first prize awarded In the "Slngln' In the Rain" window display contest co-sponsored by MGM records and MOM Plcture.s wa» divided between Leslie Spofford of the Wilson Music Co.. Rutland. Vt.. and Frank Vennett of the Rutland Paramount. Second prize was split by Tlielma A. Robinson of Orance's Music, Athens. Ohio, ond Ben Oeary of Schlne's Athena Theatre In that city. Third went to Robert Hunnen of the O. C. Murphy Co. Harrlsburg. Pa., and William J. Trambukis of Locw's Theatre. Sixteen theatre managers received honorable mentions and were awarded copies of the "Slngln' In the Rain" album. They were: Arthur Murch. North Shore Theatre, Gloucester, Mass.: manager of the Capitol, Winchester. Va.; manager of the Orpheum. Springfield. 111.: Bob Bowman, Warner, Erie Pu.: Ralph Tully, State. Portland. Me.; Lou Cohen. Loew's Poll, Hartford: Carl Rogers. Locw's, Dayton: Walter Ke.ssler, Loew's Ohio, Columbus: manager of the Center. Salt Lake City: Manny Winston. Glove. GloversvlUe, N. Y.: Joe Real. Midwest. Oklahoma City: Lou Haney. Lido. Maywood, 111.: Matt Saunders, Loew's Poll, Bridgeport: Vaughn O'Neill, Loew's State, Cleveland: manager of Post Theatre, Seattle. Treasure Chest Pulls Key-Holders to Lobby Max Mink, manager of the Palace Theatre, Cleveland, credits strong promotion with getting impressive receipts for the opening of "Blackbeard the Pirate." Northern Appliance Co. and 20 dealers spon- .sored a pirate treasure chest contest. Each dealer contributed prizes which included a Lewyt vacuum cleaner, five cedarized treasure chests, string of pearls, etc., and $5 in cash toward theatre advertising. In addition, each dealer ran newspaper co-op ads advertising the distribution of keys with which to try and unlock the treasure chest on display at the theatre. Keys were distributed in manila envelopes imprinted with theatre copy. The cooperating stores paid for their own window dl.splays including posters and stills advertising the picture. Mink promoted an exhibit of pirate weapons, etc.. from the Western Reserve Historical museum. Gray drug stores used a large co-op ad tieing in Linda Darnell cosmetics with full theatre credits, and the Ohio Buick company ran a large co-op ad .showing the pirate slashing prices on used cars. The layout included full theatre credits. A live trailer w-as used on the Ward-Marsh television show on Sunday before opening, and the theatre paid for 21 television spots on station WXEL-TV. Usherettes at the theatre were dressed in pirate costumes a week in advance. Doctors Use Co-Op Harry Weiner. manager of the Oswego iN. Y.) Theatre, promoted a full-page newspaper co-op ad on "Your Doctor." an RKO Pathe short subject. Sponsored by the Oswego County Medical Ass'n. the ad was prepared in straight copy, endorsing the film and urging the public to see it at the Oswego Theatre. Car Dealers Tie-In Exploits 'Plymouth' At Auburn Theatre 'nun- Plyinoiitli-Chry-lir (Irulcr.'i cooperated with Joe DuSUvu. manager of the Auburn iN.Y.i Tlieatre, In exploiting "Plymouth Adventure." Each of the deulerr dUplayed a 50x30 poster card with htllb In the center of their window.s and .supplied a new 1953 Plymouth for .street ballyhoo. Banners on the cars read, " 'Plymouth Adventure" Ls Just as thrilling as driving the new, etc." A new car wb.s placed on exhibit In front of the theatre before opening and during the current exhibition dates. DaSllva promoted five jumbo turkeys from a local merchant and gave them away to lucky ticket holders on Tue.sday before Thanksgiving. The theatreman contacted the superintendents of city and county schools and made arrangements to distribute student discount coupons entitling holders to see "Ivanhoe" at reduced rate. Personal letters were mailed to every E^ngUsh teacher In the city plugging the film and urging their cooperation in getting the students to take advantage of the special rate. A radio station gave the picture gratis spot plugs immediately following the 6 o'clock news broadcast, and window displays were set up in prominent downtown stores. Bovim, manager of the State Theatre. St. Louis, Mo., Invited the Society of Mayflower Descendants of Missouri to bt his guests at an advance screening of "Plymouth Adventure." The event was covered by two St. Louis newspapers, giving the picture some fine publicity prior to opening. All local newsstands displayed posters with copy. "Read the book, then see the picture, through a tieup arranged by Ray La Bounty, manager of the Arcade Theatre, Cambridge, Md., as advance exploitation for "Plymouth Adventure." La Bounty distributed heralds imprinted with a jigsaw puzzle contest in grammar school classrooms. Children in upper grade classes received circulars promoting a quiz contest on the picture. Abe Ludacer, manager of the Valentine Theatre, Toledo, planted excellent art breaks in the daily papers prior to the opening of "Plymouth Adventure." a Thanksgiving attraction. Plymouth dealers displayed 30x40 show cards announcing the picture playdates and provided new' cars for street ballyhoo. The cars conveyed couples dressed as Puritans around town during rush hours. Another "Puritan" couple distributed 10.000 tickets for a drawing of free turkeys at the theatre—the tickets and turkeys supplied by the Plymouth firm. Distributes Broch ures Brochures illustrating production settings and star backgrounds were distributed by Howard Hlgley. manager of the Allen Theatre. Cleveland, as part of his promotion for "Because of You." Free souvenir booklets were given to the first 500 women attending the theatre on opening day. BOXOFFICE Showmandiser : : Dec. 27, 1952 — 295 — 43