Boxoffice (Apr-Jun 1937)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

P R A C T I C A I. I D E A S B Y P B A C T I C A L S H O W M F. N Cashing in on the valuable radio 'publicity given Universal’s “Top of the Town” when that picture was featured on the Hollywood Hotel hour, the Roxy Theatre, Hew York, urged its patrons to tune in on the Louella Parsons program for a radio preview. In order to make certain of not losing trade, Morris Kinder, publicity manager, placed this standee with its amiouncement in the inside lobby so that patrons who saw and heeded the message would be those who had already seen the current show. TIEUP OPPORTUNITIES IN WANT AD WEEK New York — Newspapers are going to town on National Want-Ad Week, April 17 to 24. During this period they will promote the use of their classified pages and probably will be in the market for classified ad tieups. Where such tieups are available, live wire showmen can go to town, too. Blowups of outstanding scenes from RKO’s “Sea Devils,” bordered with white rope one inch in diameter, decorated the lobby sides of Arthur Mayer’s Rialto Theatre, New York. For an attention-getter a display was built in the middle of the lobby containing equipment loaned by the Coast Guard. A Lyle gun with line, powder can, ramrod, powder bag and cartridge shell placed in front of the boxoffice completed the effective display. {Metropolitan Photo) . SelLln^ Seati Suggested Hints for the Spring Season New York— Appearing in a recent issue of the Skouras circuit organ. Forward, were the following suggested hints to theatremen for checking up on their houses : Spring is in the air! Does a general air of cleanliness prevail throughout the house from the front to back? Are the front entrance doors clean and wellpainted, with glass and hardware polished? Are the outside lobby frames bright and kept clean from dust? Have the sign and camopy been cleaned and painted lately? Examine all draperies and hangings. Are tliey in proper position and condition? Are the lobby floors, walls and ceilings free from dust accumulations? What is the condition of your mopboards throughout? Are the decorative furnishings and light fixtures free from dirt and flyspecks? Have grime and dirt been allowed to accumulate on railings, windbreaks, chair-backs and arms? Are toilets kept properly deodorized? Are the drinking fountains kept clean and sanitary? Is gum eradicator used frequently and freely? Are sand jars, waste baskets, and cuspidors kept in wholesome condition? Has house been fumigated lately? Would a little paint or lacquer help at any point? WINS M-G-M PRIZE Kansas City — Leon Robertson, manager of the Fox Gilloiz Theatre at Springfield, Mo., was awarded $150 by M-G-M for turning in the most original campaign on “Libeled Lady,” it is announced by Claud Morris, territorial exploiteer. Fans Express Interest in Color Films New York — Says Oscar A. Doob, head of advertising and publicity for the Loew circuit: “Probably the most convincing thing to be learned from the questionnaires published in Loew’s Movie-Goer is the surprising interest of movie fans in Technicolor features. Although we did not ask the question or refer to color in any way, an amazing number of persons wrote into the questionnaires their desire for more colored features. Is it possible that we have been underestimating the boxoffice value of color? Was it color that made ‘Trail of the Lonesome Pine’ so big? What made other color pictures flop so badly? Anyway, it will cost nothing and may do some good if we remember to play up the fact in ads, publicity, posters, etc., whenever we have a Technicolor picture.” Heavy luvenile Interest New York — Juvenile interest in Paramount’s “The Plainsman” ran high in the neighborhood of Loew’s Valencia Theatre here especially after Assistant Manager Doherty made special arrangements on tickets for a local boy scout troup and also arranged a parade which included 50 scouts in full uniform marching to the theatre to see the picture. Many of the scouts’ parents bought tickets to see the show, all sitting in a section reserved for the occasion. Students from a Jamaica school attended a week-day matinee. BOXOFnCE :: April 10, 1937.