r

National Movie Game
Planned by Ari Heads
To ttlil the molion picture Uidmtiy .s
buslncsa-bullding campaign through public
relations, the Society of Motion Picture
Art Directors membership Is poUslilng ti
notlonwldc quesUon-and-answcr game to
stimulate (ilmgolng. according to President
Serge Krlzman.
Under a proposal advanced by Merrill
P>'e and Art Lonegran. the art directors
will endeavor to create an exploitation
gimmick In which filmgocrs throuKhoui the
nation can participate for prizes. A SMPAD
committee has been appointed to delve
Into the idea of this national movie game
and the society plans to present a specUlc
plan to the Industry.
Sub-Run Uses Large Ad
To Break Holiday Film
One of the largest Christmas Day ads on
the amusement pages In the Minneapolis
papers was a 3-col. 16-lnch layout by a
neighborhood theatre, the St. Louis Park
of the Harold Field circuit. The first break
sub- run house opened with "The Pursuit
of the Graf Spee" on the holiday.
The ad. costing more than $200. not
only plugged the picture, but also called
attention to the various Improvements
made at the showhouse recently and Its
free coffee "eappuclno" for patrons, the
last-named an exclusive Item.
We wanted to regain the momentum
that our Improvements gave us and that
we lost during the ten-day pre-Christmas
slump, that this theatre and most others
naturally suffered." explained Field. "Eminently
satisfactory grosses on Christmas
and the succeeding days Indicated that
we accomplished our purpose."
Field declared "we're trying, will continue
to try and well give It everything
we have in the way of aggressiveness and
showmanship."
Gable and Doris Day Tape
Plugs for 'Teacher's Pet'
\lj.„:.i::c -.^v- - .•.-"..; '-> Pl;iy a sub^t.nntlal
role In the promotion of "Teacher's
Pet." Paramount Is lining up the heaviest
concentration of radio activity for any film
in recent years. Clark Gable, star In the
film with Dorts Day. has completed radio
taping sessions to promote the Easter release
comedy. These Include 48 individual
salutes to newspapermen In each state. 12
radio spot announcements, and several
open-end interviews. The Gable tapes
hmge by and large on the fact that newspapermen
from all ever the country appear
In the picture about a newspaper and
newspapermen.
Meanwhile. Miss Day has completed 506.
40-second personal messages to dL^c Jockeys
throughout the country and Canada. These
are to be used to kick off her Columbia
record. "Teacher's Pet," the comedy's title
tune. The Day tapes represent some eight
hours of recording.
BOXOFTICE ShowmondlMf Jan n, IflSB —
What's Public Service? It's Politeness
And Courtesy! Here Are 9 Examples
"Public service, an often used but seldom
described or defined term. Is as important
to motion upward in boxofflcc return
as publicity, planning, promotion or
presentation." reports the National Theatres
Showman, adding, "because "public
service' Is merely politeness and courtesy
to the Individual and there Is nothing more
Important In theatre manaRcmcnt."
The NT house organ goes on to quote
Emmett Shane. Westlake Theatre manager
in Los Angeles, who said examples of
public service may be one of a dozen things.
and listed the following nine:
1. Looking after the nicest Golden Age
"chief" In your neighborhood (until she
theatre manager
talks as much about the
as she might the local minister or priest).
Example: Shane recently took a Golden
Ager. ex-vaude star Belle Wilton, to the
Paramount studios for a visit with "Houseboat"
producers Mel Shavelson and Jack
Rose, who are authorities on early day
vaudeville. They earlier produced "Beau
James" and "Seven Little Foys."
2. Hiring extra-polite cashiers to answer
the phone. A good natured. attractivevoiced
cashier can be one of your most important
assets. .
3. Arranging for free, convenient parking
for patrons.
4. Getting an occasional autographed picture
of a film star for local hospitalized
teenagers. Example: A local child polio
victim recently was sent an autographed
picture of actor Marlon Brando after her
^M VM
An oampie of cihibitor promotion of the
new COMPO iloqan, "Get More Out of
Life .Go Out to MoTie," comci from
Columbut, Ohio, arhcrc theotremcn in th«
city pcriuoded the Columbut Cititen to mokt
up o one-column lite morquee droving with
the wording for uie on the Iheotre poge, intertcd
in ortictri about molion piclurev
Ciliicn artitt Bob Fcnion drew the "marquee"
reproduced abo>e It oppeored in
on article heeded "Camden. Maine, Hoppy
Subttitute for Peyton Piece in Grand Film,"
in the January 3 itiue
21 —
parents requested it of llie theatre manager.
6. Sending theatre guest tickets to nearby
hospital patients for the friends who may
visit them and become attracted to tlie theatre.
Example: Shane has visited in his
theatre's nearby vicinity three volunteer
group.s—the Braille lastllule, the County
Heart, and TB & Health as,soclatlons— to
present tickets to weekly volunteers. He
has also given passes to physicians at the
nearby Medical Ass'n to give to the deserving
poor among their patients.
6. Encouraging Community Chest neighborhood
leaders to use your theatre auditoriums
or lobby for early morning campaign
meetings before showtime.
7. Participating In screenings of safety
films during safely driving campaigns
particularly around Christmas. New Year's
and other major holidays.
8. Training all employes never to raise
their voices or speak rudely to patrons under
any circumstances.
9. Making close friends of the neighborhood
small businessmen who can help
spread goodwill work done by the theatre
such as newsboys, hamburger stand waitresses,
and so forth.
Record Shop Tieup Aids
'Jailhouse' in Ravenna
Cliarlcs Tucker, maiia/cr of the Ravenna.
Ravenna. N. Y.. tied In with a local
record dealer for promotion of "Jailhouse
Rock." The record shop gave a window
display to the picture and furnished the
theatre with a hi-fi set for playing the
music from the film a week in advance.
The shop also purchased 25 adult admi.ssions
which were given to persons buying
the "Jailhouse Rock" record, and it ran m
co-op ad in the paper plugging the picture
and playdates and the ticket giveaway.
When Tucker played "Baby Face Nelson."
he had a one-sheet counter display
at Woolworths with toy machine gtms
surrounding it and he set up a book display
In a local bus station.
Dance Studio Girl Gives
Free Kisses at Theatre!
M.in.TKcr Wilf Larose of the Palace at
St. Catharines. Ont.. pulled a provocative
gag for the opening of "Kiss Them for Me."
by announcing that male patrons would
be presented free kisses from a pretty young
lady, but added the Latin words "Caveat
Emptor" (Let the buyer beware!)
Larose announced: "Every male patron
entering between 7:45 and 9 pm. will receive
a Free KIm from a beautiful hostess
from the Arthur Murray studio." As foolnote
he pointed out: "Lodles . . . "Hie Manager
will be available." indicating that the
females would receive attention from Larose
himself.