Boxoffice-July.04.1960

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Preceding the openinq of "Hannibal" in central New York around Syracuse, an area promotion was
corried out—a re-enactment c* the historic elephont march on Rome made in the third century B.C.
The "re-enactment" wcs on a tiny scole, it is true, but it was from Carthage to Rome, cities in the
area. Here a circus elephant, dubbed "Hcnnibal" for the occasion, poses in front of the Strand in
Carthage with a gladiator guard and LeeRay Atkins, a performer from the same circus. The "march,"
some 60 miles, was the subject of contests in many of the cities where the film was opening. The
ob|cct was to guess how long it would take "Hannibal" to make the trip.
Hoover Stores Award
Tickets to 'Havana'
Heading a two-column and a threecolumn
ad on different pages of the Elmira,
N. Y., Star-Gazette was copy like
.
this:
"2 FREE TICKETS TO SEE . . . Our
Man in Havana isig mat with cast names'
. . . Starting June 19 at the Columbia
Theatre . to Buy. Simply Come
in for a Free Demonstration of the Hoover
Limited Number of Tickets
Cleaner . . .
Available Expires June 23."
Below each ad was regular Hoover vacuum
cleaner copy with the name of the
appliance store paying for the space.
The co-op deal with the stores was effected
by Jay M. Armbruster, manager of
the Colonial for the Dipson circuit, who
worked with the district representative for
the Hoover company. As indicated above,
Armbruster gave the participating stores
tickets for presentation to persons coming
in and asking for a free demonstration of
the Hoover line. In return for the newspaper
ad mention, Armbruster erected a
Hoover display in the Colonial foyer, with
mention of the stores.
•'Almost every pass that came in to see
the picture was accompanied by another
|3aid one," Armbruster reports.
New London 'Hours' Gets
Strong Aid From Groton
The New Eiif^laiid premiere of "The Gallant
Hours" wa.s accorded an ambitious
campaign by Wilhani Decker, manager of
the Garde at New London, Conn. Capt.
Edward L. Beach and officers of the USS
Triton, which recently completed an historic
around-the-world trip, were opening
night guests. The Navy's Atlantic Fleet
submarine base is at Groton, across the
Thames River from New London.
Radio station WNLC covered the event
with news flashes. A special front was
highlighted by display of naval signal flags,
strung from roof to marquee, spelling out
the title.
Top submarine base brass were also
opening night guests. The lobby and foyer
contained special displays donated by Navy
and Coast Guard Academy.
Five thousand heralds were distributed
in the New London-Groton area, at no
cost to theatre. A restaurant picked up the
tab. Sailors helped to distribute.
Since there was nothing he could do about the annual
Miss Sioux City (Iowa) contest sponsored by
radio station KMNS, Leo Young, manager of the
Orpheum Theatre there, got in on the festivity, to
give his theatre some excellent publicity (via radio,
television and newspapers). In short. Manager
Young served os one of the judges who chose Miss
Trudy Shulkin, 21, as Miss Sioux City of 1961 to
represent her city in the Miss Iowa pageant at Lake
Okoboji. Left to right are Jan Dcllmger, KMNS
manager. Miss Sioux City, and Manager Young.
Promotion Push Ups
Circuit Total 15%
Increases in grosses during the C. L.
Patrick Appreciation Month campaign put
over by Martin Theatres in Georgia, Alabama,
Tennessee and Florida were headed
by the Cobb Theatre at Marietta. Ga.,
where "Room at the Top" played all during
May, the month of the drive. The gain
as compared with May 1959 was 47.1 per
cent.
The average increase circuitwide was an
excellent 15 per cent, P. L. Brady, of the
Columbus. Ga.. head office, reports. The
drive was in honor of C. L. Patrick, secretary-treasurer
and general manager. E.
D. Martin is president. Merchandise, savings
bonds, etc., distributed as prizes totaled
$7,000. with Allen Richardson, manager
of the Martin Theatre at Valdosta.
Ga.. winning the top prize of a new car.
Richardson's increase over average for
the month was 77.4 per cent. The Cobb at
Marietta was not included in the prize ratings
because it had the blockbuster film
during the entire month of the drive.
Marion Adams. Gulf at Panama City.
Fla.. received a RCA hi-fi console and
$500. His increase was 69.7.
Other winners: Rufus Bland, Edgewood,
Columbus, Ga., Philco television set and
$250, 52.1 per cent increase: A. L. Sweatt,
Rialto at Columbus. Philco TV and $100.
50.5 increase: Max Fletcher, Ritz, De
Funiak Sprin' s, Pla.. Webcor hi-fi console.
47.8 increase: H. O. Gilbert. Rexview
at Columbus, RCA portable television set,
41.06 increase.
Other prize winners were Quinton
Green, Merl Hallford, Alvin Hodge, Henry
Whatley, Marvin Corbitt, Casey Jenkins,
T. A. MacDougald. W. C. Blane, Tom
Laird, C. L. Reddick, W. H. Zimmerman,
Robert Coxe, Earl Halford, W. L. Haney.
D. B. Nesbitt. Aaron Cooley. H. R. Richards.
Thomas Wortham. Bobby White and
Prank Matchan.
Besides extra effort on individual attractions,
the Martin managers staged
special morning shows, late shows, sponsored
shows, beauty pageants, live-type attractions,
contests, etc.
CYO Sells 800 Tickets
For 'Ruth' in Des Moines
The Catholic Youth Organization of Des
Moines sold over 800 tickets for the opening
night of "The Story of Ruth" at the
Des Moines Theatre on a percentage deal.
Thus the young church folk contacted
several thousand persons all over the city,
had announcements made at all churches
and started invaluable word-of-mouth
promotion for the picture.
Tony J. Abramovich. manager, also reports
the CYO helped place window cards
all around town, and the Catholic and local
newspapers gave the ticket promotion
good breaks.
The film was screened for preachers and
church folk two weeks in advance.
The Lions Club of Riverside. Calif., sold
out the Pox Theatre for a style show.
Models and outfits were provided gratis
by a dress shop. Manager Dave Lackie
promoted prizes. Radio and TV stations
supplied talent.
t'
— 108 — DOXOFFICE Showmandiser :: July 4. 1960