Boxoffice-Febuary.18.1956

SMART BOOKING
Jet Age Short and Billy Mitchell'
Go SRO At City Near Air Force Base
Color Guards from the Self ridge Air Force base, Mount Clemens, Mich., lining up in the lobby of the
Jewel Theatre, while Manager Wilson Elliott, second from right, exchanges last-minute instructions
with WWJ disk jockey Bob Maxwell, who emceed the pre-movie presentation ceremony honoring the
local Ground Observer Corps ond the local Air Force personnel.
An all-out cooperative effort by theatre,
civic authorities and nearby militia per-
of the jet at Selfridge
Field.
sonnel, plus booking of two films on similar
topics on one bill resulted in SRO for the
Jewel Theatre at Mount Clemens. Mich., at Elliott put it on the same billing with "The
the cost of one single-column, 11 -inch Court-Martial of Billy Mitchell." He then
newspaper ad. The rest of the promotion, obtained permission from Selfridge Field
which included newspaper pictorial and for full cooperation from Air Force and
news coverage, radio and television spot Ground Observer Corps personnel to schedule
news and feature coverage was entirely
an opening night program that fea-
free.
tured a city council resolution presented
Ftesponse from the public was far beyond
expectation, and much beyond what salute for the work Selfridge personnel are
by the mayor to the air base commander in
had been previously given Detroit area runs doing in defense of the community, and included
the awarding of Observer Wings to
of "The Court-Martial of Billy Mitchell."
The film ran five days at the Jewel Theatre
local citizen-members of the Ground Obple
with the short, "24 Hour Alert." Peoserver
Corps.
stood in line, picked up pamphlets, The program opened Thursday evening
listened to lectures, and even volunteered
at the Jewel with full military pomp and
for civilian defense work throughout the ceremony. The honor and color guards
run.
from the Selfridge air base marched on the
Much of the interest stemmed from the stage; a squad of Civil Air Patrol cadets
timeliness of "24 Hour Alert," which and members of the air base's military
touches on the mutual problems of a community
and a nearby jet base. It stars pamphlets and ushered people to their
police distributed Ground Observer Corps
personnel of the Air Force and only one seats: the Air Force band played dignitaries
on and off the stage at the beginning
professional. Jack Webb. It has a half
hour running time. Suburban Mount and close of the ceremony, and the entire
Clemens has experienced a great many
theatre stood at attention for the lowering
problems due to the proximity of the jetpropelled
Air Defense Command of Self-
of the flag.
At the close of the ceremony, screening
ridge Field, and currently citizens are
of "24 Hour Alert" and "Court-Martial"
waging a campaign against the screaming
was started. In the lobby, the waiting queue
of latecomers was treated to brief lectures
by sergeants on volunteer civil defense
World's most complete line of
work. The Air Force had transported
DRIVE-IN THEATRE DIRECTIONAL LIGHTS
A light for every purpose . . . controls troffic . . .
ossists potrons . . . helps move troffic. DIT-MCO
lights ore wc. I- built, smartly styled and easy to
Recognizing the significance of the short
to local citizenry, Jewel Manager Wilson
a huge 15xl0-foot Ground Observer Corps
poster display from Saginaw to the Jewel
lobby to illustrate the civilian defense volunteer
theme.
Bob Maxwell, disk jockey for WWJ and
WWJ-TV. emceed the program, and gave
it ample mention on both of his programs
throughout the three days preceding the
event, while the local station WDOG promoted
it throughout every afternoon program
via disk star Bob Milton. The local
daily, the Monitor Leader, came through
with extensive front page and pictorial
spreads—the editor breaking one of his
customary habits by personally covering
"opening night." The Detroit News, the
afternoon daily, also picked up the story.
A transcription of the program followed on
WDOG the following day.
The entire promotion was arranged by
Elliott in four days. Elliott, formerly with
the Fox Theatre in Detroit, has been manager
of the Jewel, owned by Community
Theatres in Detroit, for the past four years.
He describes the promotion as the biggest
exploitation he has handled for the Community
Theatres.
It's Still Time to Obtain
Leap Year Show Headers
If you are planning to build boxoffice
returns with the Leap Year promotion,
remember that February 29 is nearly with
us. There is still time, however, to get special
ad headers made up plugging your
special February 29 show gimmicks. Suggested
heads, used with success by exhibitors
to bring out extra patrons for the occasion,
include "Gals! Here's the perfect
show for your Leap Year Valentine! Take
him to see it (date) . . . Girls! Here's
your chance to get him in the mood to
propose! Leap Year Midnight Show, Com-
^
bined With on the Stage Pop-the-Question t
Contest: a Grand Romantic Show!*'
Another suggested head, capitalizing on a
current movie title: "Hey there, you 'Leap-
Year' Dolls! Treat your Guys to a show
that's jumpin'—and sure to set your
hearts a-thumpin'! Leap Year Midnight
Show!"
Mindful of the magic of words to whet
curiosity and add appeal, how about having
a Leap Year Sneak Peek for your romantic
young patrons instead of a Leap
Year Preview? And for added fun you
might let every 29-year-old male in free
or admit every 29th male patron without
charge to your special Leap Year show.
Hugo D. Jorgensen Sets
Arms Display for 'Hell'
When Manager Hugo D. Jorgensen
booked "To Hell and Back" at the Main
Theatre, Rigby, Ida., he contacted the
local National Guard unit, which responded
nicely with arms equipment for display
both inside and outside the theatre during
the picture's run. Guardsmen also were
used as ushers and doormen.
Promotes Special Ad -
Manager Chuck Barnes of the Granada ^
Theatre, Kansas City, Kas., recently promoted
a special institutional ad in the
progress edition of the Kansas City Kansan.
The ad ran nearly one-half page and made
use of a cartoon mat and plenty of white
space. It contained copy designed to get
people back into the theatre.
40 — 46 — BOXOFTICE Showmandiser Feb. 18. 1956