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Boxoffice-December.20.1952

I Harry Wilson's Stunf

I Harry Wilson's Stunf With Bike Ballyhoo Gets Double-Eye Harry Wilson, manager of the Capitol Theatre, Chatham, Ont., reports that street stunts have been especially effective in promoting recent screen attractions. On "She's Working Her Way through College," Wilson built a .special lifesize cutout of Virginia Mayo which was set on to the handle bars of a bicycle, along with signs proclaiming picture and theatre playdates. The vehicle was pedaled through the business area by an usherette. For "The Greatest Show on Earth." an usher donned a Mr. Peanut costume, provided by the Planters peanut store, and strolled through the streets, carrying display signs announcing the theatre dates. The local news agency tied in, as well as a taxicab company, in displaying signs and theatre copy. For "Fearless Fagan," an employe dressed in a lion's costume drove a motorcycle around town, bannered with appropriate signs. "Ivanhoe" was ballyhooed with a walking book and tieups with sporting goods shops via archery displays. Bookmarks distributed through the public library and bookstores gave further impetus to the publicity for this attraction. For "Carrie," merchants sponsored a halfpage newspaper co-op ad based on a contest. Calendar Ads Offer New Gimmick in Oklahoma Calendar programs mailed to rural patrons have long been standard advertising practice in small-town theatres, Robert Getter, manager of the Tallchief Theatre, Fairfax, Okla., has a new switch on this type of advertising. It is a monthly calendar di.splay board which is inexpen.-ive to make up and commands attention from his theatre patrons. In appearance, the display calendar is similar to the mailing piece except that it is much larger. Dates are filled In and Getter uses a large ad mat from the pressbook to illustrate each one. The display is placed out front near the boxofflce during peak .shopping hours and .serves to adverti.se all coming attractions well in advance. Restaurants Distribute Brochures on 'Because' Five hundred brochures advertising "Because of You" were distributed through downtown restaurants by Ray MacNamara. manager of the Allyn Theatre. Hartford. Conn. MacNamara borrowed a record player from the music distributor and featured Tony Bennett recordings of the title tune in the theatre lobby. Additional publicity was effected by having Bennett, who was visiting in Hartford, interviewed by Allen Widem, motion picture editor for the Hartford Times. Ads in French Papers Aid 'Zero' Promotion Robert Martino, manager of the Capitol Theatre, Rouyn, Que., advertised "One Minute to Zero" in English and French-language new.spapers beginning a week in advance. Billboard advertising also was used. Arrangements were made with the Ninth air force field squadron for an exhibit of rifles, mortars, etc., in an important main street store window. The commanding officer permitted Martino to post notices of the playdates in messrooms and personally made announcements during muster period. The Capitol doorman and ushers were garbed in army dress uniforms with arm bands plugging the title of the picture. Martino promoted an additional window display consisting of posters, stills and cutouts of jet sabre airplanes. Bumper strips were used on 24 privately owned automobiles. The local Turkey Giveaway Goes With All Night Show An all-night Moviethon offering patrons six features and five color cartoons was so successful at the Car-View Drive-In at Louisburg, N. C, that Manager H. G. Jeffrys scheduled a followup show November 26. poultry dealer donated a live turkey as a door prize. In addition to his regular newspaper advertising, Jeffrys distributed 3,000 special heralds to exploit the show. Neither roce, nor creed, nor place nor position influences admissions for TB attention, WILL ROGERS MEMORIAL HOSPITAL. GOLD INDEX The Showinandiser section in BOX- OFFICE is designed as a permanent reference manual of exploitation ideas. The pages are numbered consecutivel.y through every issue beginning each .vear in January. An Index is published every three months which, with the Showmandiser sections, can be filed in a loose-leaf binder as a quick reference directory to any picture campaign or promotion idea. This exclusive service in BOXOFFICE provides the working manager with exploitation ideas adaptable in every conceivable lype of situation on any picture, on many short subjects and for special occasions and holidays. The complete Index for the calendar year 1952 will appear early in January. Music Tieups, Co-Ops Give 'Merry Widow' Advance Billing Jack Alger, manager of the Majestic Theatre, LaSalle, 111., used music tieups and special exploitation to promote "The Merry Widow." The music store cooperated with a full window of records and albums of the picture score, enhanced by art displays. A local disk jockey plugged "Merry Widow" records on his daily broadcasts, w-ith mention of the theatre playdates. Merchants sponsored large size co-op adsi in the newspaper, and the Westclox factory in nearby Peru okayed the posting of two 24-sheets which were seen daily by 4,000 employes. Alger distributed 100 window cards throughout the county in addition to 3,000 heraldsi in homes in LaSalle and nearby communities. One thousand Lana Turner postcards! were mailed to rural residents, carrying fulli theatre advertising. The picture was advertised through reade; and scene mats supplied to rural newspapi and through colorful display pieces in thi theatre lobby three weeks prior to opening, During the current playdates, a loudspeaki was hooked up outside the theatre boxoffici enabling the music from the picture to be heard by passersby. 'Hurricane' Is Boosted By Tropical Display A tropical lobby display and a street bally-j hoc helped to exploit "Hurricane Smith" foij Cecil McGlohon, manager of the Avon TheaH tre. Savannah, Ga. A theatre employe dressed as a seaman car-1 ried a large sign lettered, "I keep looking butl I'll never find more thrills than are found! in 'Hurricane Smith' etc., etc." At busy street! corners the man stopped and peered in all{ directions through a pair of binoculars. In the lobby, McGlohon set lifesize cutoutij figures of the picture's four stars in the fore*] ground of the display consisting of palms and! bamboo mash. Sand gathered from a nearbjij beach contributed to the tropical setting. During a recent parade. McGlohon disJ tributed 50 oversize cardboard passes, each! lettered prominently with credits for "HurriJj cane Smith" and the theatre dates, to spectators. To be valid, the pass had to be pre-j sented at the boxoffice without being folds thus rendering additional promotions for thij picture. Show Horse Entertains Crowds for 'Paleface' T. Murray Lynch, manager of the ParaJ mount Theatre. Moncton. N. B., persuaded th« owner of a trained horse to give an exhibition in front of the theatre, and drew a larg^ crowd on opening day of "Son of Paleface.l The horse, a winner of 40 blue ribbons and silver cups, performed 12 tricks. Crowds be'l came so large, the chief of police requestecj Lynch to transfer to the parking lot adjacen) to the theatre. The performance was wel advertised in advance. For "The Story of Will Rogers." Lyncl mailed postcards to all families in town namci Rogers, inviting them to be his guests o: opening night. I'iih the P tell a fPfclSt,' IICEt 10 IS; c 40 288 BOXOFFICE Showrmandiser Dec, 20, 195:;

' added *&- J Q Larry Levy Hits Hard To Promote Ivanhoe' And 'Adventure' Liiiry Levy. iimiuiKti ul Ihc Colonlul Thratre. Reading. Pii., reports on his rocciii activUle.s covering full-scale cumpulgiLs on "Ivttiihoe" and "Plymouth Adventure." For "Ivanhoe." 150 window cards were distributed and a traveling billboard used to reach local and rural moviegoers. A banner was placed acro.ss the main street of town, and transparent lobby and marquee display^ were on view in advance. The Reading Bulletin sponsored a crassword puzzle contest on the picture, and a department store sponsored a large co-op ad. The Carvel Ice Cream Co. paid for the printing :md distribution of several thousand coloring lontest heralds. Eleven-by-fourteen cards were displayed on newsstands through a tieup with the distilbution of Quiz Illustrated. Three thousand bookmarks and a like number of blotters were illstributed through bookstores, lending libraries and in schools and office buildings. For "Plymouth Adventure." the visit of the Mayflower float in Reading prompted Levy to tie in the exhibit w ith the Community Chest and received several good newspaper breaks as a result. Invitations were extended to teachers of American history for a special preview of the film, resulting in direct plugs to students In classrooms. To stimulate interest in the sponsoring of special holiday free shows for children. Levy mailed letters to more than 250 busine.ss firms outlining a plan whereby they can sponsor this type of show prior to the Christmas holidays or at other times such as Easter, the Fourth of July. etc. Papers Put Scepter on King As Texas p Weather Prophet National Contest Is Set For 'April in Paris' With the cooperatioii of Air France and the French government tourist bureau. Warner Bros, is .sponsoring an "April in Paris" national contest to promote the forthcoming release of that title. Winners will fly to Paris and spend a full week there as guests of the tourist office. Exhibitors who play the picture before February 14 are eligible to set up local judges committees and submit five entries to a national committee. Patrons are required to .'•ee the picture, then submit a letter on "Why I Would Like to Spend 'April in Paris.' " Builds Lobby Displays Jesse Gore, manager of the State in Winnsboro. Tex., forwards two attractive lobby displays In competition for the December BOX- OFFICE Honor Roll. Three-sheet cutouts made to exploit "The Half Breed" and "Dreamboat ' a colorful touch to the lobby and drew much attention from patrons. ,pow«J 'f Qets Two Co-Op Heralds Fred Barthel. manager of the Margie Grand Theatre, Harlan. Ky.. promoted two co-op heralds on recent attractions. Merchant ads on the back of the circulars paid for the ad literature on "What Price Glory" and "The Crimson Pirate."