Boxoffice-December.17.1962

How
LETTERS be
Urges TV Use for Promotion
The Lyric Theatre, Lebanon, Mo., was
closed permanently due to the terrific TV
competition. If this industry doesn't wake
up and use that great advertising medium
on a national scale—the TV box in every
U.S. living room—there will be more theatre
closings. The TOA and Allied and
producers, stars and distributors should buy
the Huntley-Brinkley Report and advertise
three or four motion pictures per month in
the Disney fashion and acquaint the lost
customers with our product! WAKE UP
INDUSTRY—don't fight TV—use it in the
manner of Crest toothpaste ! stupid
can we get?? Let's use this great medium
on a national scale prime time!
We gross twice as much with Disney
products than all other products!! WH'5f?
TV advertising of coui'se
With 12,000 theatres at $10.00 per week
matched by the other segments of the industry,
we could buy the best spots on TV
C. BERUTT
Berutt & Wandel Theatres,
Rolla, Mo.
Commends Universal on TV Stand
This Week Magazine of December 2
stated that Universal is one of the two
companies which has, as yet, not furnished
any product for the Hartford pay TV experiment.
I also understand that Universal
signed. Nomes withheld on request)
Agrees With Editorial View
I just finished reading your editorial.
"Point for More Return." You have stated
the case well.
The condition you've analyzed also applies
to the field of advertising. I can name
a dozen pictures which have been screened
in the last few years, and we had hardly
heard of them, let alone the matter of getting
advance information, with the result
they came to us in a screening chair with
no advance amplification.
This is one of the reasons why "Show-
A-Rama" was created—a direct attempt
to enthuse all exhibitors with special campaigns
and plans for future product. You'd
be quite amazed to learn how hard it is to
get advance infonnation—or the co-operation
of some of the film companies!
M.B. SMITH
Vice-President,
Commonwealth Theatres,
Kansas City, Mo.
Ingenuity Brings Extra Cash
With the Christmas season upon us, and
all the extra parties and activities, not to
mention the extra time spent shopping by
most of my patrons, I realized that they
would not have much time to come to my
theatre. This is how I tried to overcome
some of the lost revenue at my boxoffice
during this time of the year.
Begimiing October 12, I started contacting
first my merchants for "Christmas
Greeting Ads." This, as you know, can
number on the back of this sUp. On Friday
night December 21 these slips will be
pulled out and the winners announced from
my stage. All my ads will carry this information,
plus the ads and a sign at the
check-out counters plugging this promotion,
and even the local newspaper is going
to give us a story on this Theatre-Scheck's
Promotion. Scheck's ads will carry all of
the above information in their ads as well.
Fostoria, like most towns throughout the
country, this time of the year, is decorated
for the holidays. I wanted to do something,
too, in helping the merchants who
have been so nice to me in the past year.
I spoke at a Chamber of Commerce meeting
and suggested that Christmas music be
played on Main Street during the shopping
days before Christmas, thus keeping the
tired shopper in the spirit of the season.
Well, every one thought it was a good idea,
but . . . So, later that day, I went to a local
music store and after explaining my idea
to the man he was very happy to supply
everything I needed. This, of course, was
the player, speaker, horn and records, even
a man to install everything. Now, from the
State Theatre, comes the wonderful sound
of the music of Christmas. This, in addition
to all the very pretty decorations in
town, makes our shoppers happy and, what
is even more, they know where the sound
is coming from.
What has this to do with helping me
overcome some of my lost revenue at my
boxoffice during this time of the year?
Well, with the extra Christmas ads, three
Christmas rentals (and a possibility of two
more), a Christmas grocei-y promotion to
is the ONLY film company which has not
try and keep as many patrons coming as
furnished product for the Canadian pay TV
possible, I think with the Christmas music
operation. Also, Universal is one of the few
companies which has, as yet, not sold any bring much in the way of EXTRA CASH to coming from the theatre, this all adds up
of their post-1948 pictures to free TV. an exhibitor. I sold 47 merchants.
to one thing ! How can anyone in town NOT
It amazes me that some of the persistent Next, I went to three of my KNOW that there is a theatre in town?
leading
letter-writers to the trade papers have not factories, and sold them on "A PRIVATE
C. V. MITCHELL
seen fit to commend Universal on their MOVIE FOR THEIR EMPLOYES AND Manager,
fine, businesslike stand which, if duplicated FAMILY." This they were very happy to Armstrong State Theatre,
by the other companies, would save a lot of do and to each of these factories a nominal Fostoria, Ohio
theatres from eventually closing their doors. fee was charged, thus, once again, bringing
I also have never noticed any trade paper in extra revenue.
Lack of Color a Patron Deterrent
editorials congratulating Universal on this I just finished contacting my local
My cashiers reported that a rather large
matter.
Scheck's Shop-Rite Market and promoted
number of prospective patrons were walking
away from the boxoffice when we
Let's give credit where credit is due; and five bags of "CHRISTMAS GROCERIES,"
I believe Universal deserves a rousing vote totaling $15.00 each. This promotion will
played "The Pigeon That Took Rome," because
the movie was not in color.
of "thanks" for their actions in regard to be handled in this way:
TV. Feature movies on TV have closed Each of Scheck's customers will deposit I knew this was an important factor in
many theatres' doors and, along with pay their sales slip in my lobby container, after selling today's movie audience, because on
TV will close many more, unless something filling in their name, address and phone an average of eight people out of ten when
is done to .stop it. If all of the film companies
had held back their features from
be playing will inquire about color, but I
calling to inquire about a picture we might
free TV and pay TV, as Universal has done,
did not realize that so many patrons would
there would be no pay TV, because there Newspaper Puffs Theatre actually walk up to a boxoffice, then leave.
would be no product for them to run; and
To confii-m my cashiers' reports, I
free TV would not be showing 1960 and
relieved one in the boxoffice for a 15-minute
period one night at a peak time. Dur-
1961 releases on "prime time" Saturday and
For 'Adults Only' Night
Sunday evenings, as they are doing with
OSHKOSH, WIS.—The Trail Theatre
here received good comment from walked up and asked me if the picture was
ing that 15 minutes, six individual patrons
product from certain other companies.
PAUL TRIPPLER the Garden County News on the theatre's
Canova, S.D.
in color and, when I replied that it was not,
plans to recognize grownups in an they turned and walked away.
era when so much emphasis has been
I imagine this is happening all over the
PS. I am a small-town former theatreman,
whose theatre was forced to close management has set Monday as fans are not getting too well, and in our
placed on the teenage audience. The country. Color is the one thing that TV
mainly because of "free movies on TV," like
"adults only" night, and regardless of area, there are not too many color TV sets.
so many others. I still subscribe to your what films are playing, only adults will
What happened with us on "Pigeon"
tradepaper. This policy of letting TV have
be admitted.
happens with every black and white film
practically "new" features really irritates
"This might be the answer for those we play.
me. Universal has proven a fi'm company who want to get away from EARLE M. HOLDEN
the kids
can make large profits WITHOUT selling
for a few hours," the News commented. Lucas Theatre,
their product to television
Savannah, Ga.
BOXOFFICE December 17, 1962 19