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Boxoffice-January.17.1953

N m TRADITION OF THE

N m TRADITION OF THE GREAT GREAT WESTERNS ^^1 Written for ttit screen liy KENNLln GAiVilI w«jt,BUDDYADL[R-o„ec.eJb, ANDRE DelOIH (^^^XkWvvJ^

Frisco Crowds Gather to Gape At 'Blackbeard' Street Stunt Mark Ailing, manager of the Golden Gate Theatre. San FYanci-sco. tied up with the Call Bulletin to screen "Blackbeard the Pirate" for new.sboy carriers on Saturday before opening. The new.spaper gave the picture full coverage with pictures and a story. About 1.500 boys attended the screening and each became a potential word-of-mouth booster for the flim. For street ballyhoo, a man in pirate costume was hired to wheel a treasure chest around town. He made periodic stops to extract boxes of candy from the chest which he distributed to passersby. The candy was promoted from the Rockwell Chocolate Co. In every 50th box of candy a theatre pass was enclosed. Ailing had the "pirate" appear on three television programs with the chest. Alan Mowbray, who has a role in "Blackbeard the Pirate." made personal appearances at the Golden Gate Theatre on Saturday and Sunday prior to opening. To further the cause, the actor made additional appearances on top radio and television shows over KFRC. KPIX-TV and KGO-TV. Two thousand special heralds advertising the picture were distributed in homes. Bill Blake, publicity manager for the theatre, had a hand in setting up the radio and TV interviews and in an-anging citywide newspaper breaks. An attractive front, window cards, posting in all sections of the city, and a schedule of newspaper advertising also helped to spread news of the booking at the Golden Gate Theatre. All in all. the picture entered on a successful engagement. In busy Union Square at San Francisco, a pirate and treasure chest ballyhoo draws curious crowd of onlookers. 'Bali' Coverage on TV Saturation TV coverage on behalf of "Road to Bali" was keynoted by a ballyhoo campaign by Paramount, which bought time on all seven Los Angeles video channels for spot announcements on Christmas day. The Bing Crosby-Bob Hope-Dorothy Lamour comedy opened on that day in seven local houses. The trailers were tagged "Great Moments of History With Bing Crosby and Bob Hope." Television Promolion Is Cleveland Big Gun On 'Hangman's Knot' Radio, television and newspaper promotion played important roles in exploiting the opening of "Hangman's Knot" at the Hippodrome in Cleveland. Jack Silverthorne. manager, had an excellent television tie-in which one station used on four different western programs. A mystery sentence was voiced and home viewers were required to identify the name of the western star in question. The winning answer was Randolph Scott, co-star of "Hangman's Knot." Silverthorne promoted a complete western outfit for winners and consolation prizes for runnersup, and managed to get extra video plugs by awarding passes as prizes on two TV quiz shows. The Cleveland radio station sponsored a "Hangman's Knot" limerick contest, Silverthorne contributing the idea and a few theatre passes. Drawing on a suggestion outlined in the pressbook, the Hippodrome manager planted a coloring contest with a local daily which ran for four consecutive days. "Winners received gun and holster sets. Fan photos of Randolph Scott were given to runnersup. A man and woman dressed in cowboy outfits distributed lucky number heralds. A li.st of numbers posted in the Hippodrome lobby enabled holders of corresponding numbers to claim free theatre tickets. At peak .shopping hours, the "cowboy" took up a position near the theatre entrance and did rope tricks to collect a crowd. 1 ^ke ^J^uman ^actor The Georgia Theatre Co., which headquarters in .\tlanta, is celebrating its 25th anniversary with one of its co-founders, William K. Jenkins, still active as president. \ brochure forwarded to this department by E. E. Whitaker calls attention to the fact that most of the company's city managers have long records of association with the organization. Whenever a circuit can boast that its manpower consists of a high percentage of veteran showmen with 10, 15 and more than 20 years ol service with that company, it is tipping the secret of its success and enterprise. Loyalty begets loyalty. In the dollars and cents analysis of '- successful business, this is the factor known as the human element. s It is the individual's contribution "above and beyond" what is evpected of him in the performance of his daily chores. It is the factor which makes a perceptible difference in theatre grosses and S^:^^^^^^^;m^s«:^s^^^^ ixW^MMM. determines the sentiment of the community toward the theatre and the management. * * * We received an interesting letter the other day from an exhibitor who recently took over a theatre in a small Wyoming community. He compliments BOXOFFICE for its helpful service departments but wants to know how come we do not report the promotion and exploitation of more theatremen in his part of the country. If we did not know the season of the year, we'd hazard a guess that the exhibitors are on a "roundup" of patrons—or possibly digging up new ones. 'TennjTate, this is by way of special invitation to exhibitors and managers in Wyoming to send us their recent promotions or forthcoming plans to hog-tie more customers. If we get a good response, we promise to fill columns with showmanship techniques of the theatremen in the Equality state. Let's hear from you! — Chester Friedman BOXOFFICE Shovimiandiser Jan. 17, 1953 — 13 — 29 »•:«