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WILMINGTON.<br />
:<br />
January<br />
Seasonal Motif Dominates Theatre Art Displays<br />
The typical holiday atmosphere is reflected<br />
in both interior and exterior displays<br />
at Loews Theatre in Rochester. N. Y.<br />
Manager Lester Pollock took extra pains to<br />
see that patrons and the perambulating<br />
public might catch a share of the Christmas<br />
spirit so artfully manifest in the pictures<br />
above. At left, tinseled garlands and<br />
bright colored ornaments serve as background<br />
for the attractive Christmas trees<br />
behind the candy bar.<br />
Streamers of colored electric bulbs,<br />
topped by a huge Star of Bethlehem, contributes<br />
a simple but effective theme to<br />
the facade of the building.<br />
At right, one of Pollock's lobby displays<br />
extends greetings to patrons and offers<br />
coming attractions as holiday packages<br />
beneath the three-dimensional, illuminated<br />
tree, which was the center of attraction in<br />
the spacious lobby of the theatre.<br />
Neighborhood Theatre<br />
Home Aid Books as Public Service<br />
Continuing a policy begun several month.s<br />
ago. Hugh Borland, manager of the Louis<br />
Theatre, Chicago, offer.s a unique public<br />
service to patron.s through distribution of<br />
pamphlets furnished by private and commercial<br />
organizations.<br />
Borland obtained several thousand booklets<br />
from the National Board of Fire Underwriters<br />
titled "Keep Your Christmas Merry." The<br />
tiny manual contains important information<br />
on how to select "safe toys" and how to<br />
WIRE<br />
GIN'AWINNER!<br />
WRITE<br />
PHONE<br />
^i&as^<br />
The Pix<br />
For You<br />
In '52'<br />
MmtOfits: HALLMARK BLDG<br />
,<br />
OHIO<br />
Sr,^ OUttu<br />
• [VltLr HILLS • CHICAGO • CLIVCLAND . TOKONTO<br />
MiXICO CITY • AUCKLAND • STDNET . SINGAPOM<br />
HONGKONG • CALCUTTA • KADACHI . CAIItO • ATHENS<br />
ROME • PAriS • LONDON • AMSTERDAM • STOCKHOLM<br />
Distributes<br />
avoid careless handling of trees and gift<br />
wrappings. Rules are also given in the booklet<br />
on how to minimize the danger from<br />
fire. Every patron at the Louis received one<br />
of the books gratis, with an overimprint crediting<br />
the theatre management.<br />
An attractive booklet imprinted in full<br />
color, "Gift Wrapping Magic," was offered<br />
to every patron who attended a mid-month<br />
program. Borland promoted the booklets from<br />
Tie-Tie Products Co. With 157 color illustrations<br />
and full information on how to<br />
wrap Christmas gifts, these booklets were in<br />
great demand and helped to increase patronage<br />
as women came to claim a copy.<br />
Borland advertised the giveaway well in advance.<br />
The Poultry and Egg National Board provided<br />
Borland with several thousand copies<br />
of a four-page handout. "How to Carve<br />
Chicken and Turkey." These also made a<br />
welcome addition to the housewive's literature<br />
on domestic aids.<br />
From Rust Craft, greeting card manufacturers,<br />
"Calendar of Memory" booklets were<br />
promoted as a giveaway and Norcross provided<br />
the Blue Book, a calendar of important<br />
dates for distribution.<br />
Another effective gift giveaway was obtained<br />
from the John Hancock Mutual Life<br />
Insurance Co. This was a book of Christmas<br />
carols with an attractive cover illustration<br />
that was given to every child who attended<br />
the theatre Christmas party. A letter to his<br />
local repre.sentative brought the theatreman<br />
1,000 of the books.<br />
Borland believes that in addition to rendering<br />
a useful public service by distributing<br />
these handbooks for use in homes, he is<br />
building a steady clientele of regular patrons<br />
who appreciate these extra considerations.<br />
National Guard Week<br />
Hails 'Thunderbirds'<br />
Lou Hart, Schine district manager in<br />
Watertown. N. Y., tied up with the National<br />
Guard on "Thunderbirds ' for a Salute National<br />
Guard week. The tieup involved a<br />
display of equipment in the Avon Theatre<br />
with guardsmen unit on hand to an.swer<br />
questions for theatre patrons. On opening<br />
night of the picture, a number of guardsmen<br />
received promotions in the ranks during<br />
a colorful stage ceremony presided over by<br />
the mayor.<br />
The local paper ran a series of articles on<br />
the National Guard with daily mention of the<br />
picture and playdates.<br />
Every member of the National Guard in<br />
the area received a notice.<br />
High School Bands Play<br />
Sousa Music in Lobby<br />
Sam Greisman, manager of the Embassy<br />
Theatre, Fort Wayne, Ind., arranged a tieup<br />
for "Stars and Stripes Forever" that brought<br />
five mas.sed bands repre.senting local high<br />
schools to the theatre, and photographers<br />
from all newspapers. The members of the<br />
bands stayed on to see a preview of the picture<br />
after playing Sousa marches in the<br />
lobby.<br />
Exhibits Model Flat Top<br />
William Saxton, manager of the Four-Star<br />
Theatre in Los Angeles, borrowed a 45-foot<br />
model aircraft carrier from the navy to ballyhoo<br />
"Plat Top." Brought up from San Diego,<br />
the model ship was placed in the theatre<br />
lobby a week before opening.<br />
NEW - NEW - NEW<br />
DIT-MCO D( LUXE AISLI IKSHT<br />
l.lltt Lighting ol Rlilit—HmuIii in F«w«' Rccidmlt<br />
DRIVE-IN THEATRE MFG. CO.^K'.rir.' It.V'Mr<br />
30 — 6 — BOXOFFICE Showmandiser<br />
:<br />
3, 1953
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