Boxoffice (Apr-Jun 1947)

Cooking Schools Return ; One Fills House 4 Times Morton Sells 'Years' Throughout State PROVIDENCE, R. I.— Bill Morton, publicity director of the RKO Albee Theatre, started the campaign for “The Best Years of Our Lives” four weeks in advance and kept it rolling throughout the first week, during which the film added up the largest firstweek gross of any theatre in the state. Immediately after the playdate had been set, Morton arranged a screening for the local news folk, resulting in advance stories that included a five and one-half art layout in the Sunday Journal. Highlights of the campaign included: A letter-writing contest over WEAN with $100 offered to the 13 best letters telling what the writers considered the best years of their lives. The radio promotion was free. All women’s and men’s clubs were contacted and supplied with heralds which they Lobby display set up in the RKO Albee, Providence, R. I., four weeks in advance. distributed to their members. The heralds were also made available to the leading stores in the best shopping areas. Wilson’s market liked the film so well that it tied the title in with a five-column ad, which showed an elderly couple saying, “The Best Shopping Years of Our Lives Were Spent at Wilson’s.” In anticipation of the picture’s winning the Academy award, ads were spotted with 15 suburban Rhode Island newspapers to appear on the Friday of the Academy announcements, when all ran the wire news story on the awards. Leaders of society with a few club and civic leaders, including Gov. John O. Pastore, attended the opening night of the film. “It surpassed my expectations,” said the governor. In addition, the Rhode Island PTA magazine recommended the film in its magazine; bookmarks were provided every one of the nine public libraries; windows were arranged in leading jewelry, women’s wear, dime, music and drug stores, and 550 buses and streetcars here and over the state carried advance and current cards. Shadow Box Stunt for ‘Always' GLENDALE, CALIF.— Arthur Price jr„ manager of the Roxy Theatre here, used a shadow box, built out of cardboard boxes and set on a table with crepe paper streamers, as a lobby display for “I’ve Always Loved You.” Streamers spread out fan fashion from the box to walls and ceiling, focusing patrons attention on the brightly lighted display. SAN DIEGO — During the war theatre managers put the old cooking school idea on the shelf until rationing was out of the way. Now the cooking school deal is being dusted off and found as good as it ever was. That’s what Arthur Paulson, manager of the North Park Theatre, found out recently when he tied up a four-day cooking school with the San Diego Union-Tribune and filled his 1,178seat house to capacity. “Of course, most cooking schools are successful,” remarked Paulson, “but I have never seen so many women before trying to get into a theatre at the same time. “North Park community merchants were very well pleased with the results; they did excellent business for the four days and the hardware and appliance stores were unable to supply the demand for cooking utensils, while grocers and market men reported the four biggest days of the year. The UnionTribune was very well pleased with its sponsorship of the event and we are already talking a deal for next year. “From the audience’s view the stage in BOSTON — Easter Sunday, birthday of Bugs Bunny, the Warner Bros, cartoon character, was observed on a big scale here. Here are some of the activities scheduled: Radio station WCOP gave away two 24-inch, full-color Bugs Bunny dolls for the best letter on the subject, “Why I Like Bugs Bunny Best.” On a tieup with the Boston Globe, WCOP conducted contest via its Reading the Sunday Funnies program featuring Nelson Bragg, Boston radio star. The Sunday Herald used a photograph of Bugs Bunny in its rotogravure section Easter Sunday. The Laffmovie Theatre tinned over their entire marquee to Warner Bros., congratulating them on Bugs Bunny’s anniversary. Three show case windows on Washington street were devoted to Warner cartoons, how they are made, and illustrated with stills of Warner cartoon characters. Laffmovie also ran a trailer announcing the WCOP-Boston Globe award tieup. Jean Shephard, appearing in “The Glass Menagerie,” congratulated Bugs Bunny on his anniversary in a specially posed picture backstage at the Plymouth Theatre where the play is running. The Sunday Post ran a feature story Easter Sunday on Norman H. Moray and Warner short subjects. The Sunday Globe also featured a story on Bugs Bunny. William Filene’s Sons, largest specialty shop in New England, devoted windows to the story of Bugs Bunny, using the original celluloids from the studio as well as original drawings. This window highlights the special eluded a gas stove, a complete stainless steel sink and drain and a St. Charles all-metal kitchen and refrigerator. Also a home freezer of refrigerator type and size. Rounding out the exhibit was a 30-gallon water heater and Bendix washer. “All equipment was procured gratis from the Dennstedt Electro-Mart, a leading dealer. Hostesses did all the preparing of food on two work tables facing the audience, and gave a running description of every move and every recipe. “After the food was prepared each day and placed on display before the audience by two expert home economists, a raffle was held, with food going to winners and presented by an attractive usherette. I might point out . . . that patrons, as they came in the door, were given a recipe book; this carried a serial number which corresponded to the one used to conduct the raffle. “Patrons’ interest was further heightened by the giveaway of foods other than those raffled — items such as 20 bags of groceries; also complete spice sets, Pyrex baking ware electric irons and carving sets.” A six-foot Bugs Bunny doll in a window of Goldfarb’s flower shop, New York, receives a birthday cake sent over by Schraff’s restaurants in honor of the cartoon character’s birthday. window display of children’s wear for spring. AKRON, OHIO— More than 1,000 entries were received in a Bugs Bunny drawing contest sponsored by the Beacon Journal drawing contest arranged by Millard Ochs, manager of the Strand Theatre, in celebration of the birthday of the Warner cartoon character. Drawings submitted by children, 5 to 13, were displayed in the Strand lobby. Bugs Bunny Birthday Celebrations Brighten After-Lent Promotions BOXOFFICE Showmandiser : : April 12, 1947 3