Boxoffice-December.17.1955

it.
Car Safety Inspection
Station
Opened at
Reade Drive-In
I
A new twist to goodwill activity by
motion picture theatres was put into
practice in New Jersey this month with
the opening of the state's first outdoor
motor vehicle safety inspection station at
the Woodbridge Drive-In, a Walter Readf
theatre in Woodbridge on U. S. Route 1.
In the first six days of operation, according
to Reade circuit officials, 1,836
cars were inspected at the drive-in on a
140-foot concrete strip, equipped with the
same type of safety inspection machines
used in state-owned inspection stations.
The idea for using drive-ins for this
purpose was initiated in the Department of
Motor Vehicles at Trenton, the state
capital, and was approved by Gov. Robert
Meynor, who then appointed Walter Reade
jr. to head a committee to work out the
necessary arrangements. Other drive-ins
in Camden and Rutherford are scheduled
to offer a similar service, which is aimed
at reheving congestion in inspection operations
at key areas throughout the state.
Commenting on the new stations, Reade
stated: "Our interest in this project was
twofold—to assist the state in a real and
vexing problem that needed immediate
relief, and, as a theatre operator, to take
advantage of the opportunity to bring our
theatre to the attention of the public.
Every car owner who visits the station at
the Woodbridge Drive-In will see our
posters and marquee and will become
familiar with our location. In addition, we
will make the use of our playground
facilities available. I consider this in line
with any and all promotional activities
used today to win new audiences to our
theatres."
Most Persons in Auto
Is Good Outdoor Stunt
Properly promoted, a most-admissionsper-passenger-car
night pays dividends for
a drive-in, reports Harry Lamont, who put
over the promotion at his Riverview Drive-
In at Rotterdam, N. Y., during its sixth
anniversary week. The prize to the driver
was a television set. obtained through a
screen-advertising swap with a local dealer.
A trailer, made by Pilmack at approximate
cost of $16. was showTi for the TV donor
the remainder of the season.
. .
Heralds promised the TV "to the driver
who has the most paid admissions in his
car going by our ticket office. All people
must be in car and only licensed passenger
cars permitted In contest . Easy to win."
In Family Circle
Family Circle for October gives good
space and copy to two Columbia pictures,
"My Sister Eileen" and "Special
Delivery." Illustrations accompany the
review material.
BOXOFTICE Showmandiser :
: Dec.
17, 1955
The Efos Th=at,e m Bombay arrongcd striking theatre front decorations and interior displays for
Tarians Hidden Jungle. Highlights of the lobby displays were an Aboard having 11 photos of actors
who hove ployed Tarzan down through the years (photo at left), and a giant cutout of the current
lorzon, Cjordon Scott, set up in the center of the lobby (right).
Woman With Green Hair
On Street for 'Ulysses'
To ballyhoo "Ulysses," which opened at
three Claughton first runs in Miami, a local
housewife obUged by dyeing her hair green
and parading the streets. She wore green
sunglasses to help the illusion. The housewife.
Mrs. Dottie Roberts, mother of two
.small children, said she didn't allow her
children to see the green hair, since she
dyed it pink once and nearly scared them
to death. She also has tried blue hair in
the interests of a fashion show. The stunt
was to suggest Circe of the film.
c
--JOAN COLLINS C«
RAYMILLAND FARLEY GRANGER
aiiio»*arnmiUFUMi -
tiuo taa]Jiunii morn
Headlines from the front pages of the local
Star and Times on June 25, 26 in 1906, were
obtained by Fox Midwest managers for this
three-column ad run on 'The Girl in the Red
Velvet Swing" on the day before opening at
Konsas City. Note the use of the newspapers'
mast heads to give authenticity to the h«adlines.
— 381 —
Theatre Honors Local
Most Decorated Vet
Presentation of a plaque and a season's
theatre pass to the State Theatre in Uniontown.
Pa., to Fayette County's "most decorated"
soldier proved a highly successful
promotion to "Hell and Back" at the
Manos operated house.
The identity of the honoree was withheld
until the presentation was made by Mayor
J. W. Sembower on the stage of the State
on opening night of the film. The parade
and brief stage ceremony attracted several
thousand persons to the downtown area.
The theatre was filled when the mayor announced
Victor N. Kozares, who served in
the 27th regiment, 25th division, was the
honoree.
Several Fayette County veterans who
served in Audie Murphy's outfit. Third
infantry division, plus American Legion
officals were on the stage during the
ceremony.
Manager Kenny Woodward also had a
huge Army tank parked outside the theatre
in advance and current, a huge banner
strung across the main street, a number
of excellent window displays, and a war
weapons lobby display.
Mule Is a 'Natural'
For "Francis in the Navy." Manager
Glenn Carroll of the Broadway in Cape
Girardeau. Mo., used a "natural" street
ballyhoo. He obtained a mule, which he
dressed up in a sailor hat and a sandwich
poster, bearing a one-sheet on the movie.
Poetry Closes Season
. . .
Paul W. Amadeo's way of announcing the
closing of his Pike Ehive-In. Newington.
Conn., for the winter season took the form
of a small ad in the newspapers which
read: "Calendars don't lie . . . it's time for
us to say Good-By' CLOSED until
spring. See you then! "