Boxoffice (Jul-Sep 1948)

Theatremen in Action With Back-to-School Promotions “Back to School” had special significance for youngsters in Roswell, N. M., because Ed Kidwell, city manager for the local TEI Theatres, sent personal letters to the children stressing a new fall policy and the inauguration of special Saturday morning shows featuring attractions from the Children’s Film Library. The letter also called attention to the fact that free comic books would be given to every boy and girl each week, and concluded with a mention of the low admission price for children and a word of caution on safety. Kidwell also sent personal letters to every teacher in the public school system, with an explanation of the Children’s Film Library and the information that the shows were of special interest to their students. Fathers and mothers in the community were reached by special trailers. The Roswell Dispatch ran readers announcing the new policy. Merchant Gives School SuppUes John Misavice, manager of the Forest Theatre, Forest Park, 111., renewed his annual Back-to-School show, supported by a successful publicity campaign. Misavice lined up a sponsor who provided free school supplies for every child who attended the special show. The sponsor also contributed towards the cost of special advertising to promote the show. Heralds were distributed at playgrounds and at schools, trailers and lobby displays created advance interest, and the show was plugged on all four pages of the weekly house program. Misavice used special copy on the theatre marquee, and landed several announcements in the Forest Park Review on successive weeks. Sage Brush Matinees Draw Kids in Summer A special 'Wednesday matinee for children during the summer was very successful at the Hiser Theatre, Bethesda, Md., according to Manager Ray Gingell. Gingell labeled the performances “Sage Brush Matinees.” Tex Hobgood, cowboy, was placed in charge of a special stage show featuring the radio program, Spurs and Guitars, which was broadcast from the stage. Door prizes were presented to lucky members of the audience. The film show consisted of short subjects and a low-budget horse opera. Full cooperation was secured from radio station WBCC which gave the matinees special publicity during station breaks. The weekly shows were further publicized by Gingell through programs, special newspaper ads, lobby displays and a trailer. Ballyhoo on Boxoffice Mokes Passersby Laugh Arnold Gates, manager of the Stillman in Cleveland, used an amusing gag to ballyhoo “Abbott and Costello Meet Frankenstein” on opening day of the picture. A “laugh” record was amplified through a loudspeaker placed over the top of the boxoffice. The record-playing unit was placed inside the boxoffice, with the cashier acting as disk jockey. A one-sheet nearby read, "You, too, will laugh, roar, howl, etc., etc.” Gates reports that the infectious nature of the record caused scores of persons to stop and join in the laughter. Paints Own Posters Hand painted posters drawn by Ed White, manager of the Strand Theatre, Oil City, La., are being used to effectively ballyhoo attractions in advance of playdate. For “Never Say Goodbye,” White arranged a border of pinup girls surrounding a special plaque giving cast and picture title. Parade Starts Flow of 'River Talk E. B. Buffington, manager of the Palace in Weatherford, Tex., joined the ballyhoo wagon in behalf of the “Red River” premiere, coming up with several fine promotions. Buffington staged a parade on opening day, with colorful personalities and units, to get the picture widespread publicity. A chuck wagon was borrowed from a local rancher and driven around tOAvn three days ahead of the premiere, bannered with signs announcing the opening. The wagon was also used to head the street parade opening day. The Palace manager enlisted the Parker coimty sheriff’s Possum club to participate in the parade on horseback. Riders from the pre-Madison Square Garden rodeo in Dublin, Tex., also joined the parade. Buffington promoted music for the parade by borrowing a calliope and clown musician from a Fort Worth business firm. Riding the calliope were five cowgirls from the Horseshoe Riding club of Fort Worth. Yellow taxicab drivers placed placards announcing the premiere on the backs of their hacks. The theatre lobby and outside were amply decorated in advance with special announcements and displays including buffalo skulls, wagon wheels and an oxen yoke borrowed from the Hollands museum. Chesterfield Hookup Nets Much Publicity For 'Roots' Opening Dick Feldman, manager of the Paramount in Syracuse, and Bob Thompson, assistant manager of the Eckels Theatre, worked together to promote the day-and-date showing of “Tap Roots,” with “Slippy McGee” as the second feature. The two theatremen contacted the local representative of the Chesterfield company, with the result that this organization put out 36 cutouts and 200 21x22 frames featuring color art of Susan Hayward, tied in with the playdates. A tieup with the navy recruiting office netted a cost-free street ballyhoo. The navy had a truck, appropriately bannered with signs tying in the recruiting drive with “Tap Roots,” tour entire county for entire week. Public libraries, branch libraries, book stores and the book departments of local department stores, in addition to drug stores and smoke shops, displayed window cards keyed to the book angle, with prominent playdates. Co-op ads, promoted from a beauty shop and Edward’s department store, ran in the Post-Standard. An eight-column barmer streamer topped the amusement 'page, reading, “ ‘Tap Roots’ opens today at the Paramount and Eckel ’Theatres.” A two-column lead story and cut on “Tap Roots” occupied the central position on the page, with a follow-up story on coming attractions. Radio promotion included free time on the Three Alarm show over station WNDR, and all three local stations plugged the picture on regular Movie Time programs. 250 District Officials See 'Street' in Augiista, Ga. “The Street With No Name” had the advantages of widespread publicity in conjunction with its engagement at the Miller Theatre, Augusta, Ga., because Manager P. E. McCoy invited every police chief, county sheriff, state patrol officer, parole officer, judicial judge, and district and city solicitors in the Georgia-Carolina area to an advance showing. More than 250 law enforcement officers attended at the invitation of the local police captain and a special agent of the local FBI office. McCoy arranged a special program as a prelude. The mayor of Augusta extended official welcome and read a telegram of greetings from FBI Chief J. Edgar Hoover. Other interesting speakers addressed the group, the entire program being broadcast over radio station WRDW as a public service. 'The Augusta Chronicle and Herald contributed stories and art to the campaign. Sells Dollars for 90 Cents Irv Paley, publicity manager for the RKO Orpheum ’Theatre in New Orleans, tied up with Henry DuPre, CBS commentator, for an effective ballyhoo on “Good Sam.” DuPre conducted a Man on the Street broadcast in front of the theatre on the opening morning of “Good Sam” and sold new dollar bills for 90 cents each. The stunt provoked excellent comment. —672— 48 BOXOFFICE Showmcmdiser :: Sept. 25, 1948