Boxoffice-January.08.1955

; to
, when
Id O'Connor suit in namerchandising
and protion
with local playdates
national contests have
offering a free trip to
lid O'Connor's guest, to
^wspaper ads for local
11 credits, and the other
ition, with winning merf.
S. savings bonds as
sse affairs is designed to
•ectly on the local playinformation
write: S. E.
^ifth Ave., New York,
in Cinemascope is obthe
20th-Fox exchanges.
nt style production trail-
1 order, with the regular
nd scene stills, from Nai
on Recording
Exhibitors
jrding of the most popucolor
opera film "Aida"
by IFE Releasing Corp.
; and for radio-TV plugs.
includes six arias taken
jundtrack and featuring
led Italian opera stars.
;be Stignani. Gino Bechi
record is part of an
1 kit which contains inthe
production of the
a detailed description of
aterial has been planned
)articularly of advantage
d on programs that deal
ssical music.
1 Buildings
t' 1-Sheets
ige of a bunch of conbeing
removed for a new
[anager Mike Stranger
leets and approximately
plaster the area for
3 Plymouth in 'Worcester,
igs are in the busiest sec-
;housands of autoists and
message.
lerous window tieups with
hion, jewelry and men's
a teenage radio program
eatre tickets as prizes in
vspiapers used three two-
11s along with stories on
\n Theatre
manager of the Empress
:. Conn., engendered a lot
the theatre was
benefit vaudeville show
rwalk Elks lodge.
•.Ad
sr.. manager of the Warorrington.
Conn., recently
)ersonal endorsement type
Waterfront." The teaser
ng My Way With Brass
10,000 GIFTS COLLECTED FOR KID SHOW
SPONSORED BY 23
LOCAL MERCHANTS
Murray Spector Executes Popular Civic Holiday
Event at Englewood, N.J., Plaza
A very special promotion that rates the
attention of all showmen was the recent
holiday morning show planned and executed
by Manager
Murray Spector of
the Plaza Theatre
with the enthusiastic
cooperation of 23
merchants of Englewood.
N. J. These
dealers first defrayed
the cost of the show,
with each receiving
an allotment of 65
tickets which they
Murray Spector distributed at the
store. All the young-
.sters had to do was come to the store with
either their mother or dad and pick up a
free ticket; no purchase was required. An
advance screen trailer and lobby board
listed the participating merchants.
After these details were settled, Spector
really got busy. Approximately 10,000 gifts
were promoted for distribution at the special
show. They weren't overly expensive
but they were many, and each kid who
attended the affair went home with several
gifts, such as jumbo pencils, large balloons,
skip ropes, ruler and iiencil sharpener combinations,
whistles, snappers, comic books
and hundreds of other gadgets.
Local dealers
also contributed major prizes of 20
pieces of wearing apparel, five cash certificates,
two combination sleds and skis, ten
15 -pound turkeys and four flash cameras.
As a more or less dessert topper, the NBC
Bread Co. contributed 1,400 cakes and an
additional 2.000 gifts.
One of the merchants bought a block of
tickets for the boys of a local orphanage,
who paraded through the business section
of town the morning of the show to the
rhythms of the school band. Usherettes
dressed in promoted costumes accompanied
the boys carrying signs thanking the merchants
for the show. A police car escort
led the way and the Blue Coach Co. provided
transportation for school officials.
Spector also marched in the parade and
made arrangements .so five turkeys from
the local Pood Fair market were presented
to the orphanage. The large amount of
gifts made an impressive display in the
theatre lobby.
Announcements were made on a local
radio station while both newspapers carried
publicity for three weeks and featured
follow'-up stories on the event. All of the
merchants involved were delighted with the
promotion and have already begun planning
bigger ones for the future.
Strong Co-Op Lineup for Romeo and Juliet'
Up to this point there's over one-half
dozen co-op merchant promotions, all of
them backed by strong magazine and newspaper
advertisements, which will help
launch national release dates for United
Artists' "Flomeo and Juliet."
Pull-page ads in Look and Seventeen,
placed by the manufacturers of Art carved
wedding rings, will carry picture credits.
Counter and window displays will be made
mandiser : : Jan. 8, 1956 — 9 —
available for thousands of retail dealers.
A "Romeo and Juliet" contest, sponsored
by Miriam Modes, manufacturers of wedding
gowns, will award ten complete brides
and bridesmaids ensembles to persons writing
the best letters on "the most romantic
experience of my life." Running for six
months, the competition will be coordinated
with local playdates. The film also will
benefit through newspaper and radio-TV
promotion plus further support through
point-of-sale displays in more than 4.500
department and women's stores carrying
the Miriam line.
Bear & Beards will initiate dealer-sponsored
newspaper ads featuring B&B's
"Romeo and Juliet" inspired jackets and
jeweled scarfs. Counter cards and hang
tags for this merchandise will further emphasize
this nationwide promotion.
"Romeo and Juliet" dolls, by Madame
Alexander, will be featured in leading toy
and department stores with picture credits
on the box of the specially packaged dolls.
The manufacturer is also reaching consumers
through the circulation of 250.000
mailed brochures.
Streamers and window displays of scene
stills and local playdate announcements
will be shown in 6.000 florists shops, all
of the Teleflora wired delivery service.
Palter EteLiso shoes, Betmar hats and
Caldfron belts will display their "Romeo
and Juliet" lines in women's apparel and
millinery shops and department and shoe
stores, with all advertising material carrying
full credits. Replicas of goblets, decanters
and figurines seen in the film, are
being made by Camer Decorative Glass,
their sale backed by counter cards and large
store window displays.
The male trade will be reached through
the promotion of "Romeo and Juliet"
cigars, tieing in with playdates via counter
displays in cigar and pipe stores with the
copy: "The Ultimate in Smoking," with
•The Ultimate in Motion Picture Entertainment."