Boxoffice-January.08.1955

. . . Delight
EFFECTIVE MARQUEE USE OF 24-SHEET
Pictured above are two effective marquee treotments on "A Star Is Born" that may serve as inspiration
on other ploydates of the picture. In the left photo, the cutout portrait of Judy Garland from the
24 sheet poster, mounted and spotlighted, proved an attention-getter at the Warner Theatre in
Reading, Pa. The transparent poster, illuminated from the rear, was used on the marquee sides (right
photo) by Manager Morion G Havasta at the Towne Theatre, Milwaukee.
WOMAN'S WORLD GETS STRONG PLAY
CO-OP ADVERTISING PROMOTIONS
IN
Bill Wolfson, manager of the Paramount
Theatre. Montgomery, Ala., garnered excellent
coverage for "Woman's World" in
every section of the press from classified
to editorial.
Wolfson secured the cooperation of the
classified column editor of the Montgomery
Advertiser in running a theatre ticket
giveaway. Passes to the show were presented
to recent want-ad users, whose
names were listed in the column under a
large scene mat from the film.
Wolfson netted a six-column, pagelength
ad carrying scene stills and co-op
copy from the Pair, large department store.
Headed "Since 1868. Women Piom All Parts
of Alabama Have Found Montgomery Fair
Their 'Woman's World.' " the ad plugged
such products as furniture, men's wear and
ladies' apparel under catchy captions such
as, "Is your home your world? ... Is the
way you look your world? ... Is your husband
your world?"
Another co-op ad. promoted through a
local florist, made use of a mat showing
Lauren Bacall with an attractive floral display
and copy read; "It's a Woman's World
Your Woman of the World
With Flowers Prom Rosemont Gardens."
GOOD SPEAKERS
are Drive-In Theatre
Insurance
Be safe and be ready
Don't get caught short with bad speakers
when opening day comes around.
ORDER TODAY!
Predated orders will mean delivery far aheod of
opening day.
DRIVE-IN THEATRE MFG. CO. '!?.„'i:,rc'S.'Mr
Dealer Co-Op Arranged
For "Woman's World'
For "Woman's World." Murray Spector
of the Plaza Theatre. Englewood. N. J.,
and Evan Thompson of the Fox Theatre
in Hackensack arranged with the local
Lincoln Mercury dealers for a large co-op
ad in the Bergen Evening Record, which
ran for two days. The same deal appeared
in the Press Journal, a weekly. In addition,
the XM800 automobile used in the film was
on display at the Teaneck Armory Industrial
Exhibit with proper cards.
Spector also had the XM800 displayed in
his theatre and around town.
front of
Driving School Prints
5,000 Heralds
Arnold Kirsch extended preferential
treatment to the women of the neighborhood
when he booked "Woman's World"
at the DeLuxe Theatre in the Bronx, N. Y.
A local florist provided Kirsch with 300
long-stemmed American Beauty roses,
which were presented to the first 300
women in line opening day. In return.
Kirsch posted a handsome 40x60 in the
lobby crediting the giveaway and plugging
the "Woman's World" theme. A Bronx
driving school agreed to print 5.000 tie-in
heralds. Kirsch used a cut from the pressbook
showing the stars standing around a
new sports car. and inserted copy reading:
It's a 'Woman's World' . . . that's why so
many women are learning to drive every
day. For your driving lessons, visit the
DeLuxe Auto School for a 20 per cent discount."
Ford and County Fair
Arsist at Hackensack
Heading Evan Thompson's energetic
campaign for "Woman's World" at the
Pox in Hackensack, N. J., was a solid twoway
tie-in with the local Ford dealer and
the Bergen County Exp)osition, held
Teaneck Armory. The dealer display(
XM800. which is seen in the film,
prominent signs for the theatre ani
ture. The dealer also bannered two
new models and paraded them th
town a week prior to opening. The
new auto, with the film, rated a
column art and story break in the
press. Two four-column co-op ad
were netted.
Eight thousand heralds were distr
among cars parked in the depai
stores' parking lots. The Sears. Re
& Co. store carried an ad for the p
offering 150 tickets to the first sh
making purchases in the electrical
ance department. The ad was cai-ried
store's catalog, which has a ciixulat
50,000 in Hackensack and surroi
towns.
Thompson also tied in with the
of Fifth Avenue Dress Shop, which fe
an attractive display in its front sho
and at the theatre lobby. Models w
glamorous frocks posed next to signs
ing: "It's a Woman's World and
of Fifth Avenue is a Woman's Store!
Bob Walker's Deal Aid;
Newspaper and Theatr
Bob Walker, manager of the Uinta!
atre. F^'uita. Colo., has set up a coop'
ticket giveaway with the town's new;
which promises to boost subscriptic
culation to the paper and in so doii
Walker considerable more readers
weekly theatre ad. The editor lists
of nonsubscribers each day in the
tied section, offering them passes
theatre which may be picked up
Times' office. Walker comments th
deal has not only resulted in ne\
scribers. but in gaining new friends :
theatre as well.
Matinees
Daily
HELD
OVER
HIGH
DRY
"Very Possibly iha
Funniest Picture to Date"
—Time Magazine
Feature -'tdS - : :40 - 9:.5i
UNIVERSITY at PARK VCY 5-3
A standout remodeling job and clever pre
have increased grosses at the Capri Thei
San Diego mony-fold. The house is owni
directed by Burton I. Jones. Reproduced a
a one-column sig-type ad which literally
the page with only two inches." Jones a
the same big C mat in two-column size
on special occasions, since he now has th
to bid for first run. Details of the remi
program executed at the Capri Theatre b)
Jones con be found on page 9 of the M(
THEATRE, this issue.
— 10 — BOXOFFICE Showmandiser :: Jan