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Theairemen Cash In With

Theairemen Cash In With National Tieup For 'Because of You' Theatremen working in cooperation with department store executives are developing window displays and co-op advertising by participating in the Big Payoff contest set up nationally by Universal-International on "Because of You." The object of the national tieup is to select a "Because of You" girl via local tieins with television stations which carry the Big Payoff program. In Atlanta, Bob Moscow, manager of the Rialto Theatre, capitalized on the fact that Gale Reed, child actress in the film, was in town and created a three-w'ay tieup with the Davidson Paxon store. Moscow set up a deal to have the child appear at a style show held at Davidson Paxon's and promoted a fullpage co-op ad from the store which appeared in the Atlanta Journal. Howard Higley, manager of the Allen Theatre, Cleveland, arranged his tieup with Federal Stores, Inc. The local merchant offered a complete wardrobe to the local contest winner, with full-scale window displays promoting the picture playdates and the WNBK- TV show. Interior displays helped to stimulate interest and encourage local girls to enter the contest. Similar tieups were set on the opening of the picture at the Center Theatre in Salt Lake City with the ZCMI department store. In Chicago, the tieup was made with the M. L, Rothchild store. Plant Employes Hear Public Address Plug L. A. Wilkins, manager of the Gaimiont Cinema in Stratford, England, arranged with Robertson & Woodcock, candy firm, to have Bing Crosby recordings from "Just for You" played in the employe canteen during the lunch period. Announcements were made over the public address system to the effect that "Bing Sings 'Just for You.'" Art work of posters and stills featuring Crosby and Jane Wyman were displayed in the canteen. Some 400 employes were exposed to this advertising for several days in advance and during the engagement. A singing competition was introduced among the Robertson & Woodcock workers, with contestants trying to imitate Bing's style of singing. This stunt wa.s very popular, with most everyone joining in. The winner was invited to .see "Just for You" as a guest of the management. A full window display at Laurie's on Angel Lane was tied in with a inviting folks to name the six best-selling Cro.sby records of recent years. Prizes of sheet music and records were awarded the winners. Gives Away Turkeys Norman Prager, manager of the Palace in Oneonta, N. Y., promoted ten turkeys as a pre-Thanksglving giveaway. The sponsor also gave the Oneonta Theatre ten turkeys. 42 DRIVE-IN THEATRE RAMP IND EXIT LIGHTS. Move Traffic Fottar DRIVE-IN THEATRE MFG. CO.»V.r"'r»!r„^l«* KinliiClly. Mo NUGGETS Roy Kane, manager of the Reeves Theatre, Elkin, N C, booked an all-night moviethon as a business stimulant for Thanksgiving eve. Beginning at 10:30 p. m., the theatre presented five features and foiu- cartoons in a continuous show which lasted until dawn. Free doughnuts and coffee were served as a Thanksgiving day breakfast. In addition to the usual advertising facets, circulars were distributed house to house advertising the moviethon. B. E. Smiley, manager of the Playhouse, Statesville, N. C, tied up with the Sears. Roebuck «fc Co. for a Christmas party on Saturday before the holiday. Six cartoons and a serial were booked for the occasion to augment the feature film. The firm donated a bicycle and supplementary gifts for door prizes, and supplied free popcorn, candy and comic books for every child who attended. Verne Hudson, manager of the Capitol Theatre. St. Catherine, Ont., distributed several thousand bookmarks advertising "Les Miserables" to local college students and through the public library. Hudson wrote personal letters to the principals of three high schools who obhged by plugging the playdates over the public address system at their respective schools. Buzzy Blondell, manager of the Imperial Theatre, Sarnia, Ont., attracted plenty of attention to "Lady Godiva Rides Again" by parking a shaggy white horse in front of the theatre. The horse was covered with a flashy plaid blanket on which was lettered. "I'm reserved for 'Lady Godiva' etc." Arnold Kirsch, manager of the De Luxe Theatre in the Bronx, N. Y., booked a special Christmas day program for children, with short subjects and cartoons to augment the regular double-feature show. Through a tieup with the Hyklas potato-chip company, every youngster who attends will receive a large bag of potato chips. Christmas Background Enhances Calendar An attractive Christmas background on a monthly calendar was used by George Robinson, manager of the Odeon Theatre, St. Thomas, Ont., to announce the program of December screen attractions. Season greetings were extended in scroll letters, with the star of Bethlehem prominent at the top of the page. Merchant ads on the back of the calendar paid full cost of the promotion. Residents throughout the area received the calendars in the mail in a colorful Christmas envelope. Publicity for Model The use of an attractive Japanese model as advance press agent for Willie and Joe in "Back at the Front" was responsible for newspaper feature items in the New England territory. When the model arrived in Hartford to herald the opening at the Strand, Manager Jim McCarthy arranged a number of newsjjaper interviews. The Hartford Times u.sed a two-column special under the byline of one of its feature writers. Rural papers likewise came through with extra publicity. — 290 — Screening of 'Barrier' In England Launches Month of Publicity Wide local interest was aroused for "BreakI ing the Sound Barrier" at the Ritz Cinemil in Woking, England, after Manager S. eI Pascoe Williams screened the picture fo;l local and county civic officials, school headsl Red Cross representatives and officers of thi| Sea Cadets. The Woking Review published news anJ nouncements almost a complete month prioJ to the opening and ran a daily serialization of the story. All stores retailing Eveready batteries window displays. Williams displayed posterl in nearby factories, clubrooms and transportal tion centers, and promoted 20 prominenl stores for special art displays tieing in thif theatre playdates. Sticker labels were pastecl on morning newspaper deliveries and on pari eels in local stores. For "Ivanhoe," all schools in the area w'enl contacted, and members of the Minors clul were reminded of the playdates on two Satur| day shows prior to opening. The boxoffice was transformed into a castltl flanked by six large shields lettered w'ith salel copy. Eighteen merchants displayed theatr| advertising in their windows. Amateur Safecrackers Try Skill for 'Thief Amateur and professional safecrackers wen invited to try their skill and win free theatrl tickets in a lobby promotion set up by Abl Ludacer, manager of the Valentine in Toledcl to focus attention on "The Thief." Ludacel obtained a Meilink safe for the purpose ami promoted gifts from merchants for additional prizes. WTOD sponsored a contest offerinl guest tickets to listeners sending in the long! est lists of film titles which included thj word "thief." Has Turkey Giveaway Monroe Kaplan, manager of the StranJ Theatre. Delaware. Ohio, promoted a turkel and ham giveaway as a pre-Tlianksgivinl stimulant. A number of tm-keys amf hams were awarded to lucky ticket holdenj Kaplan has completed arrangements with neighborhood home appliance store to adver| tise on the back of his house programs as regular weekly tieup. Stages Yo-Yo Contest A yo-yo contest attracted a capacity crowJ of kids to a recent Saturday matinee at thf Wicomico Tlieatre, Salisbury, Md. Winnin:| contestants received prizes promoted from neighborhood top shop, and Manager Joe Mel Cann planted a story on the contest on pag| one of tile local paper. 24 Sheet Cut to Fit Ray Leveque, manager of the Albert Thea| tre, Berlin, N. H., covered the front entranc' doors with a 24-sheet advertising "Les Misers-, bles. The 24-sheet was cut to fit the variou. sizes of the doors, attached to linen, and thei fastened to the doors to provide one conij tinuous display. BOXOFFICE Showmandiser Dec. 20, 195a j

A Stction of December 20. 1952 wt THctuAe me/tc/ia/wiU^ GuicU f*'*'Ji3^''TWs Issue tie tiiiiS filtlK' toliW'^' w- PROGRAMMING AND PROMOTING IHE shorts subject IN 1953 WALT DISNEY His Mickey Mouse Objaoti ,4 25th fiirthijay Pnnp 9