Boxoffice-August.16.1965

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• AOLINES t EXPLOITIPS
• ALPHABmCAL INDEX
• EXHIBITOR HAS HIS SAY
• FEATURE RELEASE CHART
• FEATURE REVIEW DIGEST
• SHORTS
RELEASE CHART
• SHORT SUBJECT REVIEWS
• REVIEWS OF FEATURES
• SHOWMANDISING
IDEAS
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Go-Go
Showmanship
Bold, but Subtle
How about this for a playdate attentiongetter:
A shapely bathing-suited model,
sitting on a lounge in the center of town,
rubbing herself with suntan lotion. Eyes
bulged out and cars slowed down, all for
"The Art of Love."
Award-winning showman Harry Gaines,
manager of the Hollywood in Fort Worth,
aided by his assistant Morris Tallmon and
Dick Empey, advertising-publicity director
for Trans-Texas Theatres, successfully
used that stunt for Universal's "The Art
of Love."
A tie-in was set with a local drugstore
to promote the picture and Coppertone
Suntan lotion. A piece of lawn furniture
was promoted and a lovely model, Sandy
Cai-ter, was hired for the bally. She distributed
candy kisses to passers-by at her
lawn couch set up in front of the drugstore.
A prominent sign told of the theatre's
playdate and of the suntan lotion.
Other parts of Gaines' campaign included
a classified ad, which ran three days
before the picture opened. The ad, listed
under "personal items," read: "Learn all
about the art of love. Call ED 5-5803." The
phone number, of coui'se, was the theatre's.
Gaines said this particular ad achieved
more response than any he ever has used.
Some people thought the ad was legitimate
and called for advice. "I told them to go
see their minister or a marriage counselor,"
said Gaines, One woman called for advice
for her teenage son, who was planning a
trip to Mexico City.
Gaines also set a tie-in with Leonard's,
Cincinnati Times Opens
'Pussycat' in Style
"What's New Pussycat?" drew the largest
attendance for an opening week since
the Times Theatre reopened in 1964 on a
first-run policy in Cincinnati. Launched
with skill and dash July 28, the picture
amused an invitational audience. For an
extra French touch, champagne was served
in the lounge to top off its debut.
The Times, which is its own best advertisement,
has been repainted in sparkling
white, bright blue with black accents,
to create a whimsical atmosphere for the
film's run.
To give "Pussycat" an extra flourish,
a beautifully appointed cocktail party on
July 27 was held for city officials, news
media representatives and business and
theatre executives.
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Every Cent Helps
In Miami, two industrious youngsters
are getting started on the road to "high
finance."
Florida State Theatres and the Miami
News, in cooperation with Royal Crown
Cola, sponsor Summertime Fun Shows
for kiddies. Admission is 35 cents, 15
cents with a coupon clipped from the
newspaper, or six RC bottle caps. Two
youngsters, seeing the opportunity for
some quick popcorn money, collect bottle
caps all week, then sell the caps
at the sponsoring theatres for 5 cents a
six-cap package at the Wednesday mattinees.
After all, Wrigley started out by selling
five "sticks" for a nickeL
the largest department store in Port
Worth, for a fashion display plugging the
picture. He also tied in with a restaurant
and a candy store for window space.
Book and music stores also were used.
A news company distributed display and
rack cards to all book stores. Display cards
plugging the records and picture were used
in six music shops.
In the theatre lobby, a 6-sheet posted on
a large board was set up two weeks in advance
of playdate. A record player also
was positioned in the lobby and music was
piped outside for passers-by. Music was
played during intermissions and before the
show began each day. Gaines did this a
week in advance and during the picture's
loin.
Lovely Sandy Carter dabs herself with suntan lotion
on a downtown Fort Worth street, attracting ottcntion
of pedestrians and motorists, all for "The Art
of Love" at the Trans-Texas Hollywood Theatre.
An illuminated, three-dimensional standee
will be made available to exhibitors
for Joseph E. Levine's "Dingaka."
BOXOFFICE Showmcmdiser :: Aug. 16, 1965 — 123 —
Those Men' Bally
Paces Detroit Bow
The film business, friends and the public
tui-ned out en masse for the premiere
of "Those Magnificent Men in Theii- Flying
Machines" at the Adams Theatre in
Detroit. All the traditional glamor of an
opening night was given an extra dimension
by the authentic reconstruction of
atmosphere of the 1910 era of the film,
providing a genuine and appreciated nostalgic
experience for a large part of the
audience.
One featui-e was a solid block—long
aiTay of ancient automobiles from that
general period, parked out in front. Moving
under their own power, they provided
liberal excitement for the public both
before and after the performance.
Five pioneer fliers were special guests.
All Michigan men, they were members of
the Early Birds—the organization of fliers
who soloed before 1915. They were welcomed
on the stage and individually introduced
by Malcolm "Mickey" Rose, manager
of the Adams, who acted as masterof-ceremonies.
A seven-man combination band and
barbershop quartet presented reminiscent
tunes of the period in the lobby and
foyer in appropriate costume. An interesting
period touch was the generous consumption
of popcorn by an appreciative
audience. Girls costumed in the longskirted
styles of the day added another
distinctive touch.
Fred Bunkelman, 20th-Pox manager, was
on hand to greet guests. Promotion and
publicity were handled by Sol Gordon of
the Fox district office and Bob Solomon of
the Solomon-Sayles organization, theatrical
publicists.
Adolph and Irving Goldberg of Community
Theatres, the circuit which operates
the Adams, were in personal charge
of liaison and coordination of activities.
Audience comment at intermission and
at the end of the evening showed a general
reaction of enjoyment of the hilarious
aspects of the pictixre and general goodwill
for its success.
In one of the most extensive Hartfordbased
promotions in recent years. Lockwood
& Gordon Tlieatres resident manager
Mannie Friedman has tied up with Best
Food Products for point-of-purchase cards
plugging UA's "The Hallelujah Trail,"
playing the Lockwood & Gordon Cinerama
Theatre there, in more than 500 supermarkets
throughout Connecticut and
western Massachusetts.