Boxoffice (Oct-Dec 1948)

HALLOWEEN SPOOKS LIFT GROSS FOR ENERGETIC THE AT RE MEN Halloween shows were the basis of increased business for theatremen who took advantage of the traditional attraction of witches, goblins and spooks. A large number of theatres specialized in midnight performances HaUoween eve. Others provided extra entertainment and games geared for the juvenile trade at special Saturday shows. In Cleveland, a midnight stage party was promoted by Ed Pyne, manager of the RKO 105th Street Theatre, imder the sponsorship of a local advertiser. Pyne recruited Bud Wendell, popular radio personality for station WJMO, as master of ceremonies. The sponsor donated prizes and cash awards for a series of games and contests and paid all advertising costs, including a trailer, lobby display and 10,000 special handbills. Highlight of the evening’s entertainment was a costume contest with adults vieing with the kids for cash awards. STORM MOLINE BOXOFFICE In Moline, HI., enthusiastic patrons stormed the boxoffice of the LeClaire Theatre for a midnight show which was advertised by Manager Roy Hill. Supplementing his stage activities, HiU booked the Abbott and Costello feature, “Hold That Ghost.” The program was well exploited in advance. Two appropriate features and a spook show paid off with another capacity house at the Reseda (Calif.) Theatre. C. W. Grenzbach and H. C. Kern, co-operators and managers of the Reseda, promoted the use of original “Wolfman” and “Frankenstein” costumes used by Universal-International in the production of horror pictures. Between the screening of the two features, the showmen dressed themselves in the Hollywood outfits and rampaged through the audience with hilarious results. Ken Solomon, manager of the Plains Theatre, Roswell, N. M., put on a “Stay home if you can’t take it” midnight show which received a two-week advance ballyhoo. A special trailer was prepared and run at both the Plains and Yucca theatres. Lobby displays urged people to buy their tickets in advance. Shadowboxes and skeleton cutouts were strategically placed in dark recesses at both houses. Two ushers dressed in white bed-sheets carried a banner announcing the show across the field between quarters at a local night football game. This ballyhoo was used again in the city’s annual spook parade and handbills were distributed announcing the show. Solomon booked a special “horror” program for the screen and staged a fun fest of games and contests. “Abbott and Costello Meet Frankenstein” had an advance preview on Halloween eve at the Coleman Theatre, Miami, Okla. W. C. Cundiff, manager of the Coleman, ran the show following his last regular performance and attracted a big crowd. A 24-sheet cutout display in the theatre lobby helped to stimulate interest in the performance which included stage activities. The display was animated by a motor and pulleys to give the two comedians the simulated appearance of running from the “monsters.” Loew theatremen also were active with Halloween shows. In Providence, R. I., this show is an annual highlight. Manager J. G. Samartano booked “Bluebeard” and “Devil Bat’s Daughter” as the screen attractions. A spook song festival was featured by the organist and the program was billed as “Halloween Holocaust of Horror.” Samartano’s promotion campaign was one of the reasons why the State Theatre was packed. He used a trailer and advance ads beginning three weeks ahead. Three hundred window cards were spotted in stores and tacked on fences. Full window displays were promoted with two five-and-dime stores and many other merchants. Ten thousand special heralds were distributed and spot announcements followed all radio programs with a mystery theme. Samartano also used an effective display in the lobby which was built around the advance ticket sale boxoffice. Lester Pollock’s annual Halloween show at Loew’s in Rochester, N. Y., is a standard house-filler and popular with patrons in the city and surrounding territory. REALISTIC HORROR SHOW Pollock booked the same show used in Providence and built a realistic horror stage show in support. Window cards, lamppost placards, window displays, heralds, large newspaper ads and additional exploitation helped to remind local fans of the treat. Pollock also promoted a contest over station WSAY in which passes were offered to listeners writing the best letters on why they wanted to see the horror show. The highlight of the stage activities was a pie-eating contest. A. A. Hopper, manager of the Hiunota Theatre, Humboldt, Iowa, arranged a midnight Halloween show which featured spook screen attractions, and a series of games and contests on stage. The Saturday matinee show also enticed many kids on the basis of a stage party. Endorses 'Belinda Nick Brickates, manager of the Garde 'Theatre, New London, Conn., used the personal touch in his newspaper advertising on “Johnny Belinda.” Headed “Manager’s Note,” the message atop the ad read; “Seldom comes a picture like this. I predict that Jane Wyman will be the top contender for the 1948 Academy award for her magnificent performance in ‘Johnny Belinda.’ ” At left, adults and children compete for prizes against a backdrop of Halloween symbols at the RKO 105th Street Theatre in Cleveland. Right, an animated display created by W. C. Cundiff, manager of the Coleman, Miami, Okla. A small electric motor and pulleys kept legs of the comedy stars in motion. —732— 34 BOXOFFICE Showmandiser :: Nov. 20, 1948