Boxoffice-Febuary.28.1953

. . Sing
Churchwomen Group
Sponsors Benefit on
'Beloved Country'
The Staunton (Va.) Council of Churchwomen
sponsored the local exhibition of "Cry,
the Beloved Country" during its two-day engagement
at the Dixie Theatre. Prank
Shaffer, manager of the Dixie, screened the
picture for leaders of the organization dur-
The combination of two professional models,
ing December. Because of their interest in
missions, the council agreed to guarantee the
sale of 1,500 tickets if the picture was booked
during February.
The council, which represents five churches
in the community, printed its own tickets and
window cards. The group inserted notices in
the weekly church bulletins urging members
to buy tickets. The group arranged for
Reading, Pa., had all members of the staff
BEFORE YOU BUY see DITMCO dress in clown costumes, complete with face
SENIOR & JUNIOR
makeup, to create word-of-mouth publicity
IN-A-CAR SPEAKERS A JUNCTION BOX for "The Clown." Diu-ing slow theatre hours.
New Deiign—Permanent Mold Casting]
Levy made use of the costumed ushers by
DRIVEIN THEATRE MFG. CO.^KMT.T.'clt'y^Mr' sending them out as street ballyhoo, with
w'indow displays and enlisted the aid of merchants
Debbie Smith, left, and Hilary Hall, a stream-
to promote ticket sales among their lined Jaguar sedan and a pair of revealing
respective customers.
harem costumes featured a promotion stunt
During the last two weeks of February and dreamed up for the Los Angeles opening of
the first two weeks in March, the front cover United Artists' "Babes in Bagdad" at the
of the Dixie house program will carry an Globe Theatre, Fox West Coast showcase.
attractive illustration devised by Shaffer on
the theme, "Spring is just around the corner."
The back page was sold to a new restaurant
in the community by preparing an attractive
layout first and then soliciting the owner
who was so pleased with the presentation
he agreed to underwrite the full cost for
Chance Wheel Gagged
To Amuse Patrons
the four-week period. The inside spread is a A noval lobby display built by Griff Head,
layout advertising the Dixie's weekly screen manager of the State Theatre, Central City,
attraction. Patrons on the theatre mailing Ky., furnished amusement for theatre patrons
service within a radius of 25 miles receive and focused attention on some of the outstanding
attractions scheduled for exhibition.
the programs by mail, and a quantity are
distributed in grocery order baskets at community
markets.
over the top of a narrow table. The board
A large circular display piece was placed
was sectioned off, and in each section press
'Conquest' Is Advertised
clippings on coming films were mounted.
Some of the sections contained gag instructions
such as, "Kiss your sweetheart . . . Kiss
At Big Soo Hockey Tilt
somebody else's sweetheart . Jingle
Olga Sharabura, manager of the Orpheum
Make a face at the person next
Bells . . .
Theatre, Sault Ste. Marie. Ont., cashed in on to you . . . Go jump in the lake," etc.
the popularity of hockey among local citizens A large arrow was mounted on the face
to
of the disk which was controlled by two buttons.
The first button set the arrow in
quest." attractive usherettes were dispatched
to the local arena during an important
game with 6,000 fans in attendance. The "Danger! Do Not Toucli," animated several
motion while the second, plainly labeled,
girls were wrapped in Indian blankets and red lights and a buzzer attached electrically
get in
Two
a strong plug for "California Con-
displayed signs on the back announcing the to this display. Curiosity prompted a majority
picture playdates.
of the people to press the "danger" but-
For "I E>ream of Jeanie," an attractive ton, provoking merriment from onlookers.
window display, with center cutout and stills,
was set up in a prominent music shop.
Jack Alger Elected
In recognition of his work with various
A School 'Stripes' Benefit
organizations and service clubs on theatre
promotions,
Ed
Jack Alger,
Evans, manager
manager of Alger
of the Milford iDel.)
Theatres, was recently elected president of
Theatre, promoted a benefit show on "Stars
the La Salle-Peru (111.) Chamber of Commerce.
Alger has been active in civic affairs
and Stripes Forever." The two-day engagement
was sponsored by the local high school
and has frequently made the local theatres
band, with its members selling tickets to
available for community fund drives and
school students. The band presented a concert
at both evening performances, featuring
projects.
Sousa music.
Clowns for 'Clown
Larry Levy, manager of the Colonial in
signs plugging the picture playdates.
Cake Auction Raises
Polio Collections
By Almost $200
A.S a climax to the local March of Dimes
fund drive. Max Lofton, manager of the Idaho
Theatre, Terre Haute, Ind., promoted a cake
auction on the theatre stage which netted the
fund almost $200 in last-minute contributions.
Lofton got several sororities, 4-H girls clubs
and Parent-Teacher organizations to contribute
home-baked cakes. A diamond ring
and many gift certificates were promoted
from public-.spirited merchants as prizes for
the women whose cakes were sold for the
greatest amount of cash during the auction.
Everyone who contributed a cake received
a corsage from a neighborhood florist.
Lofton imported Colonel E. Knust, veteran
auctioneer, from Cory, Ind., to officiate at the
proceedings. Stagehands gave their time,
gratis, and a public address system was promoted
at no cost to the theatre. Ten per
cent of the theatre receipts was contributed
to the fund.
Between January 23 and 31, the cake auction
was mentioned in 13 newspaper articles
in the Terre Haute Star, the Tribune and
the Saturday Spectator. The promotion was
plugged consistently over radio stations
WBOD and WTHI.
Because of the large number of cakes
donated, about one-third of them were
diverted to a ball in progress at the Mayflower
room of the Terre Haute House, where
dancers were invited to bid for the cakes.
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Detroit 3, Michigon • TRinity 3-8030
BOXOFFICE Showmandiser :: Feb. 28, 1953
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