Boxoffice (Apr-Jun 1937)

P R A C T I C A L • I D E A S BY PRACTICAL SHOWMEN Sailing ^Qat5 Terminal Replica in N.Y. Criterion Lobbi] New York — Coming upon the Windsor station of the Canadian Pacific Railway in Montreal in the heart of the Times Square district amazes Broadway strollers until closer inspectioir reveals the “station" to be a perfect replica of the terminal set up in the lobby of the Criterion Theatre here for the two-a-day engagement of GB’s “Silent Barriers.” The replica, which was drawn from plans, is correct in every detail with even the Criterion ticket takers and doormen sporting authentic C. P. R. uniforms which were secured from the railway company. Miniature Electric Train Other displays decorating the inner lobby are an electrically-run train on miniature tracks which goes, stops or moves backwards on verbal instructions from anyone speaking into an attached phone. This device, which brings passersby into the lobby and induces ticket selling, was secured through a tieup made by GB with the General Electric Co. Another tieup. with the American Flyer Manufacturing Co., provided a miniature display in the theatre’s lounge of all the streamline trains in existence. Window tieups were made with the several hundred Postal Telegraph offices in New York, in addition to a large scenic display in the company’s main office. Tieups with the C. P. R. also resulted in a scenic display in the C. P. R. building and the distribution of 100 posters in tourist agencies, describing the beauties of the Canadian Rockies and making prominent mention of “Silent Barriers.” City-Wide School Tieups Making a bid for juvenile attendance, the schools of the five boroughs in Greater New York were thoroughly covered, with Ballyhoo men, dressed as a chef and ivaiters, were stationed on busy corners of Rochester streets to pass out heralds on UA's “History Is Made at Right” playing at Loew's Rochester. Lester Pollock, manager, tied up with the characters portrayed by Leo Carrillo and others in the UA film. Wanger Offers Prizes New York — With the United Artists exploitation force in the field more than doubled to handle the major situations on UA’s “History Is Made at Night,” Walter Wanger, producer, has notified the UA home office of his offer of cash prizes for the most successful and resourceful campaigns submitted by first runs. The first award will be $100 cash with a $50 prize for the runner-up. the principal of each school presented an invitation by special messenger and a request to post prominently an illustrated card advertising the film. A large group of recreational teachers were presented souvenir books and offered special concessions for arranging for their classes to attend in groups. Crowning the display at the Criterion is a sign blazoned seven feet high across the 150-foot front, above the marquee. •pAKING advantage of the fact that a Harrisburg, Pa., girl, Pauline Love Moore, had a part in 20th-Fox’s “Love Is News,” J. D. O’Rear, manager of the Colonial in that city, threw a party in Miss Moore’s honor for newspapermen and many of her personal friends. The stunt netted O’Rear plenty of newspaper space. Emil Franke, Orpheum Theatre manager in Des Moines, la., hosted some 300 of the city’s secretaries at a breakfast of doughnuts and coffee recently, which helped him greatly in selling Columbia’s “More Than a Secretary.” Interesting and useful is the 16-page booklet issued for the Grand National screen version of the Mary Roberts Rinehart story, “2^V2 Hours Leave.” Intended for use in school, colleges and discussion clubs, the edition scientifically analyzes the picture by the question method. It was prepared by Charlton Andrews and was edited by Max J. Herzberg, and issued by Educational and Recreational Guides, Inc. Following completion of “Sing, Cowboy, Sing,” now on location in Kernville, Calif., Grand National’s singing western star, Tex Ritter, will be available to exhibitors throughout the country for public appearances, the company office in Hollywood announces. PUSH CANCER TOPIC IN MARCH OF TIME Spartansburg, S. C. — Manager Bob Talbert of the Carolina Theatre was so completely sold on a recent reel issued by The March of Time on “Cancer” that he unloosed extra pressure and push to make certain that the film would have a muchdeserved audience. Newspapers were contacted and responded most generously with space plugging the worthwhile feature, and doctors, nurses and health institutions also were appealed to and they did their part. An exact replica of the Windsor depot in Montreal, now occupying the outer lobby of the Criterion Theatre, New York, is making ticket-holders for GB’s “Silent Barriers” look twice to see if they have, perchance, come to the wrong spot. This attentiongetting display, drawn from plans, is correct in every details. It may be set up, at small expense, wherever this railroad drama is shown. The train entrances pictured are placed over the original lobby doors and the doorman, dressed in railroad uniform, stands ready to punch your ticket to the performance. (Metropolitan Photo) . BOXOFFICE :: April 10, 1937.