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Boxoffice-January.10.1953

entered Plymouth Car

entered Plymouth Car Dealer Provides Punch in 'Adventure' Drive William Trambukis, manager of the Regent Theatre, Harrisburg, Pa , a 24- sheet billboard mounted on a truck in the annual balloon parade which attracts thousands of people to the city each year. The billboard was covered , ^^_ with 24-sheets adver- IV Rising '^'^^^l "Plymouth Adventure." A couple dressed in Puritan costumes handed out imprinted balloons to kids along the line of march. William Trambulds The Regent manager tied in with the Plymouth auto agency for a full-page newspaper co-op ad plugging the playdates. The agency used a 24-sheet display in front of Its building and supplied all salesmen with banners plugging the dates. A procession of ten new cars toured the city with banners, and the agency purchased a total of 180 minutes of radio program and spot announcements over the local station. As a timely gesture, Trambukis sent small turkeys to newspaper film critics and radio disk jockeys, getting extra mentions for the picture in both media. Three hundred Pilgrim hats were given away to listeners of the Red McCarthy show. Navy recruiting signs were posted with "Plymouth Adventure" copy, bookmarks were distributed through schools and libraries, and the Harrisburg news agency bannered delivery trucks with posters. Tiambukis rounded out the campaign with co-op ads promoted from a department store, a hat shop and a furrier, several full window displays in important locations and theatre copy on menu cards in downtown restaurants. Store Offers Tickets In Behalf of 'Ivanhoe' Joe Sommers, manager of the Kingston (N. Y.) Theatre worked out an effective tieup on "Ivanhoe" with Adler's, a clothing store. The store used a full window display and a sign offering free fan photos of Robert Taylor to all shoppers. A list of lucky numbers appeared with the copy, and incidental information revealed that the photos were numbered and free theatre tickets would be given by the store to holders of the lucky numbers. The store paid the full cost of tickets used in the promotion and advertised extensively in the papers with full credit to "Ivanhoe" and the Kingston dates. Drive-In Gives Gas John Smith, manager of the Alabama Drive- In at Atmore, Ala., has tied up with Cities Service stations to give patrons a gallon of free gas for operating car heaters in cold weather. Stunt is a co-op deal giving the sponsor free theatre advertising in exchange for coupons which are distributed to patrons of the drive-in. Toys-for-Tots Campaign Gets Help of Theatre Charles Bick, manager of the Plaza Theatre, Erie, Pa., cooperated with the local marine corps reserve unit in promoting their toys-for-tots drive. Set to coincide with the anticipated pre-Christmas decline in business, the tieup created goodwill for the theatre and significantly helped to increase concession sales. The theatre was used as a collection depot for toys for underprivileged children. Every child who brought a toy received free admission at a special matinee. Bick reports that the theatre received excellent publicity via newspapers, radio and television. Hundreds of toys were collected. Chest Keys Unlock Theatre Pass List Hal Honore, manager of the Sea-Vue Theatre, Pacific Manor, Calif., used a takeoff on the treasure chest promotion to exploit "The Prisoner of Zenda." The .stunt called for the public to try their luck opening a lock which bound an armored knight to a chair in the theatre lobby. Armour being unavailable, Honore used a garbage can for the body, stove pipe for legs and arm.s. and pots and tin cups for head and ears. "Z" keys were distributed to patrons and those who succeeded in opening the lock received theatre passes. Uses Six-Sheet Displays To Cover Lobby Walls A week prior to the opening of "World in His Arms." George Robinson, manager of the Odeon Theatre, St. Thomas, Ont., covered the side walls of the lobby with six-sheets mounted on special display boards. Catch copy played up the adventure theme of the picture and provoked word-of-mouth comment that brought extra patronage. Using standard accessories. Max Minlc. manager of the Palace in Cleveland, developed this oversize lobby standee to exploit "Under All Flags." Mink, pictured with the display, combined a six-sheet cutout and a still montage writh a panel showing action highlights of the picture with special display copy lifted from the ad mats. Traditional holiday border pointed up the Christmas playdates. Drive-In Promotions Aid Boxoffice Take In St. Petersburg James McDannold, manager of the 28th Street Drive-In, St. Petersburg, Fla., reports on three recent promotions which brought some lively results at the boxoffice. The first of these tieups was made with a restaurant, offering free poultry to lucky ticket holders. Early in December, McDannold introduced square dancing on the theatre patio as a weekly attraction to help draw an early James McDannold crowd. He promoted the services of a popular orchestra to furnish the music, and a local square-dance caller i.s in charge of the proceedings. An anniversary party celebrating the openmg birthday of the theatre was observed with a special .screen program. McDannold promoted ice cream and cake for every child who attended. Adults received cigarets. chewing gum and Life Savers. To ballyhoo these attractions, supplementary to the theatre's usual advertising facets, a huge sign was erected over the top of the theatre's service car. During the morning and afternoon shopping hours, the vehicle was driven about in the downtown .section. Window Guessing Contest Exploits 'Mara Maru' A guessing contest in a prominent store window was promoted by D. A. C. Ewin. manager of the Regal Cinema, Oxford, England, in connection with "Mara Man. " Through a national tieup with Burnham Pens, a local retail shop displayed a quantity of the product iu his window. The publl.-^ was invited to guess the number of pens on display. Tlie retailer awarded several pens a.s prizes and displayed posters and copy tieing in the tlieatre dates. Ewin also promoted several other attractive windows and distributed 1,000 .special circulars to advertise his attraction. Post Cereal aiid Radio Tie in Theatre Deal Jim McDonougli. manager of the Tivoli Theatre. Hamilton, Ont., concentrated on institutional and localized selling during December. He arranged a tieup with radio station CKOC and the Roy Rogers show sponsored by Post cereal. The theatre received a total of 49 free spot plugs plus three tenminute shots on Sunday night shows over the station. The cereal company provided 1,000 coloring books and 1,000 toys for distribution at a special children's matinee. Gives Away 5 Turkeys John Macedone, assistant manager of the Auburn (N. Y.i Theatre, promoted a turkey giveaway as a preholiday business booster. The owners of a turkey farm donated five birds which were presented to lucky patrons. 38 — 10 — BOXOFFICE Showmandiaer Jan. 10, 1953

. The best moonlight is the light of the noonday sun . . Obvious, of course, to on industry trained in modern cinematographic technics. Equally obvious is the need for infinite care in the choice of film and filters— in keying film and situation ... in co-ordinating method and result desired in processing. To help solve problems such as these, representatives of the Eastman Technical Service for Motion Picture Film are trained to advise—are ready and able to roll up their sleeves and lend a hand wherever necessary. In maintaining this service, the Eastman Kodak Company has branches at strategic centers . . . invites inquiry on al phases of film use from all members of the industry. Address: Motion Picture Film Department, Eastman Kodak Company, Rochester 4, N. Y. East Coast Division, 342 Madison Avenue, Nev/ York 17, N. Y. Midwest Division, 137 North Wabash Avenue, Chicago 2, Illinois. West Coast Division, 6706 Santa Monica Blvd., Hollywood 38, California. BOXOFTICE : : January 10. 1953 39