Boxoffice-January.24.1953

CHESTER FRIEDMAN
EDITOR
OXOfflW
HUGH E. FRAZE
Associalo Editor
SECTION
PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN
Canning Plant and Food Markets
In LA Area Aid 'Bali' Promotion
A three-way tieup between seven California
theatres playing day-and-date engagements
of "Road to Bali." the distributor of
Star Kist Tuna and Von's supermarkets was
arranged by Paramount pictures exploiteers.
with help from the local theatremen who participated
in the tieup.
The tie-in gimmick was a simple contest,
sponsored by the canning company, in 19
supermarkets in the area. Shoppers who purchased
a can of Star Kist Tuna during the
12-day period just prior to the opening of the
picture were invited to write their name and
address on the label and deposit it in a
container which was .set up at each store.
Three winners were selected in each store,
all of whom received authentic replicas of
Dorothy Lamour sarongs, dinner for two at
the Brown Derby restaurant, and tickets for
the opening of "Road to Bali."
Huge window streamers and interior displays
advertised the contest at the 19 supermarkets.
The displays featured lifesize
blowups of Lamour and models appearing in
the film. In addition, the picture was advertised
heavily in full-page newspaper ads paid
for by the stores. The ads appeared in leading
metropolitan newspapers and 15 suburban
dailies with an estimated circulation of almost
2,000,000.
Theatremen who participated in the tieup
were Howard Williams, Orpheum, Los Angeles;
Jack Gageby, Paramount. Hollywood;
Jim Haines. Pickwood. Santa Monica; Rube
Wolf, Manchester, Inglewood; William
Ktasky, Gage Drive-In, Huntington Park;
Jack Carver, El Monte Drive-In, Pasadena,
and Gene Charlotte, Van Nuys Drive-In,
Glendale.
Dimes and dollars will help many a
to recover normal heolth. Arrange
Dimes collections.
victim of polio
for March of
Civil Defense Tieups
Plus Army Support
Break 'Barrier'
A series ot special promotions with the army
air force recruiting service proved invaluable
in getting extra publicity for "Breaking the
Sound Barrier" at the State Theatre in Houston.
Tex. The local campaign was handled by
Homer McCallon, manager of the State, and
H. M. Addison, UA exploiteer.
The campaign was launched with a screening
for top army personnel and civil defense
officials. Army A-boards throughout the city
were posted with picture and theatre adverti
ing three weeks prior to opening.
A large display was set up at Ellington air
base, and civil defense officials made available
a $10,000 truck with revolving searchlights
for a street ballyhoo.
Twenty-four sheets were posted and 14x36
lobby cards were displayed in downtown
hotels. In the theatre lobby, a broadcasting
station was set up by the army, from which
the wives ot servicemen could speak to their
husbands in Korea.
Radio plugs were garnered on station
KTHT, KTRH and KATL. A candid camera
street photographer passed out dodgers and
window displays were ai-ranged in hobby shops
beauty salons and the chain of 18 Madings
drug stores
Local soda fountains featured a jet-propelled
sundae. Four co-op ads were promoted.
During the run, a recording of a jet plane
take-off blast was amplified over the theatre
public address system facing the street.
C^mpioue tpiou ^ncenti
Last week, graduates who completed the AMPA course in showmanship
received their diplomas at a luncheon in New York.
Walter Reade jr. was the guest speaker. Reade is head of the
circuit bearing the name of his father and founder. His theatres
are in New York and New Jersey.
During his speech, Mr. Reade made several pointed observations
which no doubt will raise eyebrows in certain quarters. His
comments indicate that as a second generation exhibitor he has
vision, foresight and the courage to speak his mind.
Said Mr. Reade: "There are many veteran managers and
advertising people leaving our business every day because there
are greater incentives elsewhere.
"It is not enough to give basic and refresher courses to our
young people; we must indoctrinate them with the opportunities
in our business and demonstrate what those opportunities are."
A bit more cautiously, Mr. Reade declared, "We do not have
to raise salaries to do this, but we must provide methods whereby
employes can benefit from these opportunities." Here the speaker
patted his rear pants pocket with the obvious inference that
exhibitors have to shell out, in one way or another, with money.
Several times in the past two years, we have stated in print
what Mr. Reade told the graduates, guests and members of
AMP.4 verbally. It is heartening to see a champion arise among
circuit owners who believes managers and show advertising people
should receive recompense commensurate with ability rather than
a scanty living wage.
Reports reaching our desk from theatremen in the field
indicate that a few circuits have already acted to give managers
a greater incentive to remain in the business and to prosper with
the theatre. Let us hope Mr. Reade's speech will give added
stimulus to make the movement universal.
— Chester Friedman
BOXOmCE Showmandiser Jan. 24, 1953 — 17 29