3 years ago


standout Entries for

standout Entries for 'Caribbean Win Paramount Cash Avfards Above, award winning entries in lobby and front displays submitted by F. H. Stiles, Uptown, Richland, Wash., at left, and by P. A. Lentz manager of the Palace, Jacksonville, at right. Paramount's exploitation contest on "Caribbean" attracted a volume of campaign entries from theatremen intent on winning a share of the $1,000 in prizes offered for outstanding showmanship in various facets of promotion. Theatremen who shared this bounty in equal prizes of $200 savings bonds were F. H. Stiles, manager. Uptown. Richland, Wash.; Phillip A. Lentz, manager. Palace. Jacksonville, Fla.; John Langford, manager, Strand, Ogdensburg, N. Y.: R. A. Langston. ad-manager Florida State Theatres. Jacksonville, and Eugene Pleshette and Janet Fine, manager and publicist of the Paramount in Brooklyn. Two of the winning contenders represented extremes in theatre operation—the big city exploits of the Brooklyn Paramount staff and the smaller town techniques which were demonstrated by John Langford of the Strand. Ogdensburg. In the latter situation, Langford started his campaign by .selling the local high school on sponsoring a benefit show with the picture. Students established inter-class rivalry to sell the greatest number of tickets. A portion of the receipts was donated to the year book fund and in addition to serving as an incentive to sell tickets, the benefit received excellent newspaper publicity from the local daily as well as three Canadian papers. The unique phase of the Ogdensburg campaign which was singled out by the exploitation contest judges was a tieup with the operators of a ferry which plies between the community and Canada. The Strand plays to a large percentage of patrons who come from Canada. For the first time, the ferry boats were posted with banners on both sides proclaiming the theatre playdates. Advertising had never been used on these boats previously. There was no cost involved to the theatre. To get his ad message firmly implanted in the minds of residents, Langford posted a .sixsheet on each side of a local delivery truck. He got bumper strips on a fleet of cabs and posted signs on all buses serving the area. The radio station sponsored a "Caribbean" guessing contest for eight days at a cost of a few theatre passes. An u.sher in pirate costume walked the downtown shopping section with a sandwich sign and distributed special heralds. On opening night of the picture, the high school band led a parade of students to the theatre and entertained a large street crowd before show time. For the "Caribbean" engagement at the Paramount in Brooklyn. Manager Gene Pleshette and publicist Janet Fine promoted two two-week vacations at a Miami Beach hotel appropriately named "Caribbean." Through attractive lobby displays and newspaper stories, the public was invited to submit Below, three phases of lohn Langford's campaign in Ogdensburg show signs on truck van, American-Canadian ferry and public transportation buses. letters on why they would like to win the vacation trips. Every available space in the huge theatre lobby was occupied by colorful poster cutouts, some as big as 25 feet in height. The front of the theatre was equally dramatic in effect. A skull and crossbones mounted on a black flag was hung across the corner facade of the building, almost three stories high. Adjacent to this was a 14-foot cutout of John Payne in action pose. At sidewalk level, flanking the entrance, were two ma-ssive display pieces which had been used in the lobby to stimulate advance interest in the picture. A borough-wide tieup with Barton's candy shops based on a contest produced 13 displays in windows and earned the Paramount team top honors and cash for the best window tieup. A ballyhoo couple, attired a-s pirates and wearing sa.shes appropriately lettered to exploit the dates, attracted sufficient attention to rate a five-column picture on page one of the Brooklyn Daily. Under the heading of public relations, a tieup with the Navy Yard Boys club netted additional newspaper and radio publicity for the picture. The entire membership of the club was invited to be guest of the management at the Saturday matinee prior to the opening of "Caribbean." To gain admission, each member had to attend in pirate costume and Pleshette awarded prizes for the most unusual and colorful outfits. 30 — 14 — BOXOrnCE Showrmandiser :: Jan. 17, 1953

School Theatre Parly Sponsored by Paper Sells 'Miserables' Bill Burke, manager of the Capitol Theatre, Brantford, Ont., had the cooperation of radio station CKPC in sponsoring a high school theatre party in conjunction with "Les Miserables." A contest was the main factor in the promotion, whereby students w'ho sent in correct answers to questions concerning the book attended a morning screening of the picture. The station gave the contest numerous spot plugs and announced full details of the competition several times throughout the day. All local schools were contacted by the station, with the result that the picture and the playdates were announced over intra-school public address systems. Winners of the contest received prizes at the morning show, and the Brantford Expositor used a two-column picture and story on the special screening. As additional exploitation, Burke made arrangements with the public library to insert bookmarks in all books leaving the library for a full week prior to opening. The general news agency tied in on the distribution of Classics Illustrated with banners on all trucks, and, in addition, furni.shed the theatre with a book display for the foyer. After two weeks of persuasive argument, Burke sold the editor of the Expositor the idea of running a serialization of "Prisoner of Zenda," the following attraction at the Capitol. The paper used this feature for ten days prior to the opening. Indian Squaw Ballyhoo Draws Customer Laughs James McDonough, manager of the Tivoli, Hamilton, Ont., came up with a humorous lobby display when "The Quiet Man" was held over for a sixth week. With "Son of Paleface" scheduled for the next attraction. McDonough rigged a dress model in Indian squaw costume alongside a teepee. A sign held by the model read, "Ugh! Me gottem date with Bob Hope. If 'Quiet Man' no leave this reservation soon, me scalpum." The stunt drew plenty laughs from patrons. Concurrent with the sixth-week engagement of "Tlie Quiet Man," McDonough promoted a 375-line co-op ad featuring Jane Russell and "Paleface" copy from the Beautyland salon. Co-Op Ad Page Plugs New Name of Roxy At the start of the new year, the Odeon in St. Thomas, Ont., was renamed the Roxy. To familiarize theatre patrons with the new signature. Manager George Robinson promoted a full-page newspaper co-op ad from local business firms and merchants. The St. Thomas Times-Journal ran a banner headline on the amusements page calling attention to the change, and Robinson spotted teaser announcements throughout the newspaper directing attention to the co-op ad page. All literature distributed by the theatre to advertise coming attractions and all of the theatre's regular advertising carried announcements selling the new Roxy. Handkerchief Giveaway in Lobby Included in Dale Carlson, manager of the Orpheum in Madison, Wis., developed a novel contest for "Plymouth Adventure." The contest was sponsored by Casey & O'Brien, retail distributor of the New Home sewing machine. The sponsor furnished several thousand entry blanks inviting contestants to write on the subject, "What the Plymouth Rock story means to me." For the best essay received, a New Home sewing machine was presented to the sender on the Orpheum stage opening Yo-Yo Contest Attracts Big Saturday Matinee Herman Kopf, manager of the Waller, Laurel, Del., recently learned that a teachers meeting was scheduled to be held in town. Accordingly, he made arrangements with the booking department to screen "The Story of Robin Hood." A yo-yo contest on the theatre stage proved an excellent stimulant for kiddy business at a Saturday matinee. The contest was sponsored by a five-and-dime store. As an added attraction, the Filipino yo-yo champion conducted the contest and gave a demonstration of hLs skill. Lobby displays, special heralds and a trailer whipped up advance interest in the contest. Theatre Assistance Aids Marine Drive for Toys Hal King, Manager of the Riverside, Buffalo, N. Y.. cooperated with the local marine corps in getting toys for needy children prior to Christmas. The theatre lobby was converted into a collection depot. At a Saturday matinee, King arranged to have a child present a sack of toys to Santa Claus on the theatre stage. This goodwill gesture rated newspaper publicity. A free Christmas show on December 24 at the Riverside was sponsored by a furniture house on a rental basis, whereby the store distributed free admission tickets to its customers. Vlymouth' Promotion night of "Plymouth Adventure." Tied in with the promotion was a lobby stunt which drew a great deal of attention to the picture. A New Home machine was placed in the lobby, at which sat a young woman dressed in Puritan costume, sewing pocket handkerchiefs. As they were completed, they were handed to patrons watching the demonstration, along with literature on the film. Supporting the campaign, the sponsor used newspaper co-op ads in the daily papers. Carrier Boys and Dads Guests for 'Pal Gus' Jim Daley, manager of the University, Toronto, had the cooperation of the Toronto Evening Telegram, the city council and local service clubs in promoting "My Pal Gus." The theatre played host to newspaper carrier boys and their fathers at an afternoon preview of the picture. This resulted in extensive newspaper publicity. Free ice cream was served to the guests through a tieup with the Borden company. Borden's also agreed to furnish Bon Bons, only recently introduced to Canadian theatre audiences, for every patron who attended the picture during the initial week of its run. The firm additionally distributed 100,000 milkbottle labels via home deliveries, with copy advertising the University attraction. The Toronto city council granted permission to stencil sidewalks with announcements of the picture opening, and screenings for service organizations generated strong word-of-mouth publicity. NOW - NOW - NOW NEO-SEAL BURIAL WIRE AVAILABLE IN 14-3 SOLID OR STRANDED; SENIOR OR JUNIOR TYPE. The BEST ii the SAFEST and the SAFEST is the BEST. Buy now for spring delive-y. DRIVE-IN THEATRE MFG. CO.»'.*«.*c!.V''Sr' BOXOFnCE Showmandiser : : Jan. 17, 1953 — 15 — 31