Boxoffice-May.12.156

lal T«
: May
Drive-In Operators
Like Pressbook Aid
Operators of drive-in theatres in a representative
cross-section of tlie country have
signified in writing their appreciation of
Columbia's new policy of including special
drive-in exploitation sections in presslx)olcs.
The new program, outlined by A. Montague.
Columbia general sales manager, at the
Allied States drive-in convention in Cleveland
several months ago, has been put into
effect in the campaign manuals for
"Jubal" and "The Harder They Fall."
Owners and managers of ozoners have
penned bouquets to Montague, some of
which are reprinted below:
Roy Cooper, West Side-Valley Theatres
of San Fiancisco: "... Your idea is so
good that I am sending photostatic copies
of your first exploitation section on 'Jubal'
to all our theatre managers—conventional
and drive-in alike."
J. J. Rosenfeld of Favorite Theatres of
Spokane: "I think this is a great idea...
should help to stimulate interest and create
some new business."
W. W. Hammonds jr. of the Bowline
Drive-In of Decatui-: "I have just mailed
our drive-in managers a letter on the importance
of new and fresh ideas . . . your
knowledge of the drive-in manager's need
in adding the special section to your pressbooks
will certainly produce these new and
fresh ideas ... I am confident your idea
not only will grow with your company but
soon will be a part of all the distributor
pressbooks."
Kiddy Shows Thrive
(Continued from page 127)
for Fun show giveaways from the stage.
Another valuable use of the card numbers
is gained by encoui-aging the Fun Club
members to read the theatre's nightly ads
which often carry such an insertion as:
"Pun Show Club Member 2012 is awarded
two free pases if claimed at the boxoffice
before 9:30 tonight."
"We find the kids checking our ads daUy
before turning to the comic pages,"
Bugala reported.
The following week's Pun show program
is always announced by distribution
of a herald.
"We found the most effective type of
herald to be one column by about 15
inches," said Bugala. "These are distributed
to the playgrounds and at the
theatre during the vacation months. While
schools are in session the heralds are distributed
directly to the schools."
The Monessen general manager gives
generous credit to summer playgrounds
supervisors and instructors in each of the
Pennsylvania towns where the theatres are
located for helping start the F\m shows.
"In addition to signing up children for
the Manos Fun Club," Bugala pointed out,
"the officials originate projects of their
own which take place on the theatre stage
weekly during the summer shows."
BOXOFFICE Showmandiser :
It's Touch and Go' Promotion for Days
When Car Dealer Joins Theatre
"Touch and Go," the J. Ai-thur Rank
film being released by U-I, is a natural for
a cooperative promotion with the Chrysler
Motor Corp.'s pushbutton (touch and go)
drive, and for this alone, the sprightly
comedy merits consideration for a booking
spot in all situations where this tieup can
be put over.
Johnston Motors, the largest Chrysler-
Plymouth dealer in Vancouver, B. C, extended
outstanding cooperation with Syd
Freedman, manager, starting five days in
advance and continuing through the run
at the Studio, a downtown ai't house.
The entii-e lounge floor of the theatre
was turned into a showroom for Chrysler-
Plymouth products and accessories. A
cutaway of a Plymouth spotlighted the
"Touch and Go" pushbutton driving, with
a salesman on duty at all times to answer
questions, with, of coui-se, special attention
to prospective buyers. A pretty model
handed out advertising folders to one and
all. There was even a special booth for
receiving phone calls.
Two attractive standees, one outside and
the other on the main floor, directed people
to the showroom. Soft drinks, chocolates
and nuts were served to the guests,
courtesy of the theatre. These were obtained
free from distributors via a special
deal.
Outside assists by Johnston Motors was
more extensive. Two days In advance, the
dealer had spots on the film and the pushbutton
drive on radio every half hour, day
and night, and followed through for a
week. Starting a day before opening a
caravan of eight Chryslers and Plymouths
covered the downtown district with "Touch
and Go" signs, while 27 other cars covered
other parts of the city from morning to
night through the run. A big Chrysler
hardtop with overhead sign was parked
12. 1956 — 129 —
in front of the theatre at all times. On opening
day two girls posed on the hood of
this car (upper photo), and this was reproduced
in local papers.
Drivers of all the cars invited all to see
"Touch and Go," and passed out special
invitations to the people who stopped.
In all promotions, radio and ads on
sports and other pages, the motor firm
offered special discounts during the "Touch
and Go" tieup.
To keep things going at a sprightly pace
during the run, Freedman an-anged a Miss
"Touch and Go" beauty contest, also with
cooperation of Johnston Motors. Everyone
was invited to send in a picture of the
most beautiful girl he or she knew. The
photos were displayed in the main foyer at
the Studio, and the public was asked to
vote for its choice. Valuable gifts, including
a "surprise" for the person sending
in the wirming photo, were promoted.
In all, the theatre and the motor dealer
kept things popping right through the
showing of "Touch and Go."
Pearl, Pass in Envelope
For 'Pearl of So. Pacific'
Lew Bray jr., manager of the Queen
Theatre in McAllen, Tex., tj^ped this on 150
small envelopes (234x5'4> : "This Envelope
Contains a Pearl. It's Not Real—But 'Pearl
of the South Pacific' in Technicolor, Starring
Virginia Mayo, Is Real and Will Be
Showing at the Queen Theatre for Three
Big Days, Starting, etc." Each envelope
contained a small, imitation pearl and a
pass good for two admissions with payment
of 60 cents. He distributed these
around town.
A 24-sheet he had pasted on the sidewalk
didn't last long—the police chief
ordered him to take it up.