Boxoffice-Septemeber.19.1953

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CHESTER FRIEDMAN
EDITOR
HUGH E. FRAZE
AsBocialo Editor
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PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN
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Time muKuzine, in a recent Lssue,
reported that a Minneapolis exliibitor
liad barred all teenagers from his
theatre except those accompanied by
their parents. The result was an increase
in adult attendance. The exhibitor
was so encouraged, he reopened
another house which had
been long closed because of vandalism
and hoodlumism and found
profitable by keeping out the adolescents.
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The exhibitor also eliminated
trailers in both houses because "people
are sick of commercials on TV
and don't want to see them in movies
either." a?
From this observation post we ^
have frequently advocated barring
teenagers who were known troublemakers.
As for cutting out trailers
on coming shows, we are like the
proverbial Missourian and have to
be "showed." Every .survey which
has even been made by theatremen
has disclosed that trailers are the
most effective medium for increasing
theatr* attendance.
MGIVI has come up with somethins
new by way of showmanship contests.
It's a contest to see which theatremen
can formulate the most comprehensive
exploitation campaigns
for theatres located in small, medium
and large communities.
For entries which come closest to
the most perfect campaigns for their
particular situations, the managers
will get a green light from MGM to
go ahead with the campaign. MGM
will underwrite the entire budget.
Showmen will have a chance tn
submit entries on seven MGM releases
and somewhat as an afterthought,
the film company has decided
to reward the winning contestants
in each population group
with cash prizes.
We frequently hear from theatremen
who report that they are handicapped
in demonstrating their
showmanship aptitude because of a
limited budget. Here is the big
chance for every showman to display
his advertising and promotion
ability to the hilt. The winners, of
course, will get the big thrills of
seeing their plans animate. In any
event, the fellows with ideas now
have a chance to show their stuff
among people who count.
^^
— Chssier Friedman "£
BOXOFHCE Showmandiset
;
19, 1953
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Manager
LOU'lS THE.\TRE
Shut-ins, both at home and in hospitals, receive the card iliuslralcd above Irom Hugh
Borland, manager of the Louis Theatre, Chicago, as a goodwill gesture. It has made
many new friends and patrons since the policy was started. The names ol persons who
are ill are obtained from weekly bulletins circulated by Chicago churches. According to
Borland, he has received complimentary letters Irom individuals and organizatione lor
his interest and service to the community.
2.000 Ballgame Ducats
Are Issued for 'Blondes'
Nick Sonday ol the Uptown Tluairi' m
Kansa,s City dreamed up a sluiit lor Ci iiiUmen
Prefer Blondes" which helped that film
the fir.st in two years which ran for two
week.s (13 days actually) since the policy
of playing in all four theatres went into effect.
Kach blonde who attended any one of the four
houses was entitled to a free ticket to a
Kansas City Blues ballgame. The theatres
issued 2.000 tickets to the game. In addition
to advertising carried on the screen and in
lobbies, the ball park and the radio gave it
.some free plugs.
On the pass night, a redhead, a blonde and
a brunette were paraded in swimming suits
in Lincoln convertibles, donated by the Berl
Berry Motor Co., before the crowd and an
applause meter decided that gentlemen prefer
blondes but that particular crowds choice
tt as a brunette named Carolee Argo from the
Patricia Stevens Modeling School.
Red Cross Aids 'Stalag 17'
For "Stalag 17" at the Holland Tlieatre.
Bellefontaine. Ohio. Manager Lewis Thomp-
.son tied up with the Fled Crass radio program,
a daily half-hour show. A number
of veterans were interviewed on the program.
— 207 —
Scout Publicity Draws
Boys to 'Scoutmaster'
riuiiiks to plenty of advance publicity, the
\oiiii- lis jammed the State Theatre in
Spiiiiiilitld. Ohio, practically every day during
the run of "Mr. Scoutmaster."
Oliver Nicklas, theatre manager, had thou-
.sands of heralds sent out to Cub Scouts and
Boy Scouts through the Boy Scout headquarters.
In the week before the picture opened,
the ushers wore Scout uniforms, and all employes
displayed large badges advertising the
movie.
Also, a display of camping equipment complete
with pup tent was set up in the lobby,
and a manikin dressed in Scout uniform stood
by a table with free literature on the Boy
Scout movement. National advertising on
television was broadcast several weeks with
playdates at area theatres.
Jalopy night was a huge success at the
Melody Cruise-In, also Chakeres operation, as
far as attendance was concerned. Michael H.
Chakeres. general manager, reported the
drive-in was filled the evening before and on
the night a prewar used car wa.s awarded
through the local Kaiser-Frazer automobile
agency. Patrons made themselves eligible
through purchase of tickets between August
1 and 25.
An added attraction for Labor day evening
at the Melody was a fireworks display.
29