The Independent Film Journal (1954)

V allied Ozoner Stunt Promotions Highlight Spring KMT A Meeting Kansas City. — The value of stunt promo¬ tions for drive-ins was highlighted at the recent Spring convention of the KansasMissouri Theatre Assn. Glen Hall, owner, of the Cassville, Mo. Drive-In, warned that too many gags and gimmicks can harm busi¬ ness. “A maximum of five or six publicity stunts a season,” he said, “will do a more effective job than frequent promotions.” Hall stages no opening-night stunts, re¬ serving this kind of publicity as a pick-up for the six-day grind. The most productive pick-ups he has used have become community traditions, such as his annual turtle race held on a track in front of the screen. Since 85 percent of his patrons are teen-agers, the race has proved to be a good source of word-of-mouth advertising as well as a crowd-getter. A good piece of advertising that can be¬ come an Old Faithful for a small-town ozoner, Hall said, is an intermission screen¬ ing of colored slides on events and people in the community news. “People prefer this sort of thing to gags,” he said. As a panelist on the MGM Ticket-Selling Workshop held in conjunction with the con¬ vention, Pearce Parkhurst, owner of the Lansing Drive-In, Lansing, Mich., argued that “the short season the average drive-in has makes a hard-hitting promotion program a necessity.” In the last five years Parkhurst has used skywriting, circulars, handbills, opening-night souvenirs, tie-ins with com¬ munity affairs, whimsical newspaper ads, radio programs and various types of small reminder gifts for patrons. Recommending a similar all-season program for his listen¬ ers, Parkhurst advised them to read every available book on publicity. Offer New Screen Primer For Painting Problems If you have a painting problem because of the alkali in a new transite or flexrock screen, “All-Masonry” Movie Screen Primer may be just what you’re looking for. Recent¬ ly announced by Spatz Paint Industries. St. Louis, this product is said to be especially suited for screens made of portland cement, lime and asbestos which are very alkaline in character. “All-Masonry” is made on a synthetic rub¬ ber base and is said to dry perfectly flat, producing a splendid base for subsequent coats of movie screen white paints. It may be applied with roller, spray or brush, and lone gallon will cover up to 250-300 square feet of surface, one coat. Cite PR Drive-In Idea A good public relations stunt which may be duplicated elsewhere was suggested in ;he latest bulletin of the Independent Theatre lOwners of Ohio. The bulletin proposes that exhibitors and managers have their pictures :aken receiving a scroll from the Director of Highway Safety, for planting in local newsoapers. Drive-ins which have not yet played irailers on highway safety can get the scroll, lave their pictures taken and use them after tapening. He has learned that radio is an effective means of reaching potential audiences. Last Summer he first used 6 p.m. spot announce¬ ments to remind listeners of his films. Later he sponsored transcribed interviews with the stars of the week’s features, and finally added a midnight-to-two a.m. disk jockey program called “Man in the Moon.” Free passes were offered listeners who mentioned the pass word announced on the program. “Man in the Moon” match folders and postal cards were distributed to patrons who wanted to request numbers of the program, and crowds at owl shows supported Parkhurst’s belief in the programs he sponsored. The only new drive-in under construction in this area is the 63rd St. Drive-In, Kansas City. The new one in Independence finally okayed by County Court has again been held up in litigation. First Nebraska Drive-In In Community Limits Omaha. — Construction is under way on what is believed to be the first Nebraska drive-in within the original limits of a com¬ munity. The Trail Theatre, Bridgeport, man¬ aged by Dorrance Schmidt, is being erected just one block off the main street. Because of the down-town location, the drive-in will provide facilities for 200 walkin customers and 300-cars. A double ramp will be used, with the entrance at the screen tower, and the area will be entirely enclosed with a basket-weave board fence. Ballantyne Company, Omaha, is providing a 33x78 foot screen tower. The self-service concession counter will be 40 feet long. Another ozoner, the 320-car Pineview, is being built by Vern P. Lindholm and Rauley W. Connell, one mile west of Long Pine, Nebr. on U.S. Highway 20, for an April 10th opening. Plant includes a 28x40 foot con¬ crete block projection-concession building with part basement. A cafeteria-style opera¬ tion is planned. Ballantyne is installing screen, projection and sound equipment. Connecticut Area Gets Minimum Of 5 New Outdoorers Hartford. — A minimum of five new drivein theatres will be ready for operation in Connecticut in 1955. The majority of ozoners m this territory are resuming operations either late this month or early in April. The new units : Hartford, 2,010-car capacity “Meadows Drive-In,” said to be largest in the country, being built by A. J. Bronstein should be ready for May 15 opening, with the Bron¬ stein interests planning to spend upwards of $600,000. This location will feature chil¬ dren’s wading pools, unique for an Eastern outdoor theatre. The theatre has been leased to Smith Management Corp. of Boston. Middletown, 800-car capacity, $125,000 “Middletown Drive-In,” being readied for Apr. 15, by Sal Adorno, Jr. Southington, 800-car capacity, being built by Ames Construction Co., of Hartford, and to be leased by Perakos Theatre Associates, New Britain. Specie Perakos, general man¬ ager, P-T-A, said: “All facilities will be of the latest design and construction. In addi¬ tion to a modern, four-lane cafeteria and snack bar, there will be a most unusual kiddie playland.” Ames executives include Pasquale DiFazio, Frank Ferrucci, Lucien DiFazio and Joseph Lettieri. Bridgeport, a drive-in planned by Lockwood & Gordon Enterprises, and a drive-in planned by E. M. Loew’s Theatres. Announced for Berlin and Trumbull are theatres backed by George LeWitt, of New Britain, and Frank M. McQueeney, Waterbury, respectively, with area residents strong¬ ly protesting the LeWitt and McQueeney re¬ zoning applications for various reasons. Moreover, numerous situations in Connecti¬ cut are currently in the midst of extensive remodeling and car capacity expansion. The East Hartford Drive-In, South Windsor, is increasing its capacity from 700 to 1,000. A similar move is under way at the Manchester Drive-In, Bolton Notch, to increase from 750 to 1,000. The Mansfield Drive-In, Willimantic, is increasing from 750 to 900. ooooooooooooooooooo oBHBBMHEXH OOOOOOOOOOOOOOOGA.OO Today more theatres use Altec Lansing stereophonic speakers and amplifiers than all other makes combined. Proof enough that Altec "Voice of the Theatre" speaker systems and Altec amplifiers and controls are the best for quality, dependability and economical operation. More films than ever have stereo sound. See your theatre supply dealer now for early delivery of the finest stereophonic equipment, Altec Lansing. 9356 SANTA MONICA BLVD., BEVERLY HILLS, CALIF. • 161 SIXTH AVENUE, NEW YORK 13, N. Y. “Specialists in Motion Picture Sound” THE INDEPENDENT FILM JOURNAL— March 19, 1955 33