The Exhibitor (1963)

EX-546 MOTION PICTURE EXHIBITOR November 20, 1963 MGM’s “Operetta” Contest Winners Sponsored Shows By M. B. Smith Vice-president, Commonwealth Theatres Kansas City, Mo. Editor’s Note: (This treatise was rendered hy Mr. Smith at the recent Theatre Own¬ ers convention in New York City. For the benefit of exhibitors everywhere. MOTION PICTURE EXHIBITOR is printing it in EXPLOITATION as a three-part article .) The world of SPONSORED SHOWS is vast, and many exhibitors seldom go beyond civic groups and clubs for such as the com¬ munity may have in the way of real po¬ tential. Generally speaking — when you step beyond civic groups and clubs, in seeking SPON¬ SORED SHOWS, you’ll find that they fall into three groups! The groups might be classified as: INDIVIDUAL SPONSORSHIPS GROUP SPONSORSHIPS INDUSTRIAL SPONSORSHIPS Healthy sponsorships frequently can be promoted through long range planning. They usually are not created “over night,” and they require that management explore the field of potential. This should be done per¬ sonally, and it also can develop through clever letters announcing that your theatre is interested in helping any organization in need of special funds to help a worthwhile project! A trailer on your screen to this effect may also be of help in making proper contacts! A lobby announcement is worthwhile, too! A WEINER ROAST SPONSORSHIP! Recently, Dale Stewart, manager of a group of drive-dn theatres, Wichita, Kans., had a special motion picture coming up in his leading drive-in theatre! The management approached a local meat wholesale manager, and said, “I see that you’ve really been advertising your HOT DOGS lately — putting a lot of ‘push’ behind them! How about us working out a plan for the opening night of a special picture coming to my theatre? You throw a WEINER ROAST — furnishing hot dogs, buns, potato chips and other ingredients. You may ad¬ vertise the idea to your heart’s content, and I’ll do the same!” They worked out the details, arranging for long fire pits around the concession stand, with cement blocks, briquets and used old coat hangers (straightened out) for hot dog sticks. The theatre advertised “an old fashioned weiner roast” from 6:30 p.m. until the start of the evening program at 7:50 p.m. Here’s what happened — the meat merchant advertised the opening of the picture, and his sponsorship of the “old fashioned weiner roast.” The theatre also gave ample space on screen to the idea, and the theatre cre¬ ated some special newspaper ads for the occasion (ads available from Commonwealth Theatres). The theatre broke a record for attendance for that season of the year! The concession stand set a record not only in concession gross— but for COLD DRINK SALES! The management of the theatre, and the meat company, were astounded at the “friendly, neighborly attitude that developed” around the roasting fires. Patrons raved about the event! The merchant was so happy — he wishes to do it again!! You will find that you might be able to weave a SPONSORED SHOW from a car distributor. For instance, THE FORD MOTOR COMPANY ... as an example! In a large midwestem city, this motor company rented a theatre for a period from 9 in the morning to 5 in the afternoon. They staged a huge rally for automobile dealers in the area, plus news media, and some prize customers. They purchased the full serv¬ ice staff, highly decorated the theatre, catered a luncheon to all concerned in the lobby and foyer, and really held a fine schedule. For this — the company paid $1,200 — the theatre made a very nice profit! Most of the large car companies have some very fine 16mm and in some instances 35mm film available for such meetings. The FORD MOTOR COMPANY currently has “MONTE CARLO RALLY,” devoted to the famed en¬ durance contest in Monaco. They have “THE WINNING RIDE,” on the 1963 running of the major racing event at Boynton Beach and another reel titled “MUSTANG” — setting a precedent in filming each stage in the cre¬ ative development of a special experimental car! If you live in a fairly large trade area, and your city has some “live wire car deal¬ ers,” it’s worth your time to check and see what you might be able to do in the way of servicing regional meetings for FORD, BUICK-OLDSMOBILE-PONTIAC, CHEV¬ ROLET, CHRYSLER and et cetera You may be able to service such organizations with your theatre — and in some instances, you may be able to furnish special entertainment for them. This is a sample of INDUSTRIAL SPON¬ SORSHIP — in other words, particular trades, or specific industries are interested in such tie-ups for special occasions for employees and dealers! THE STANDARD OIL COMPANY, for some years, has been highly interested in sponsoring SOAP BOX DERBIES. If your community is large enough, and has an in¬ terest -in such, you’ll find that through ex¬ ploration, you may be able to furnish your theatre for either meetings for such, or to serve a sponsored special program which will help raise some money for the local scene! In the world of public relations, the matter of giving special awards, or recognition, can be of vast importance. THE SOAP BOX DERBIES recognize the skill of youngsters. Perhaps there are other youngster groups in your town who need financial help and recognition. This offers tremendous opportu¬ nity. You can find the right attraction for such groups, and work out a fine benefit program, whereby they sell tickets for the program or motion picture. The “real kicker” for such programs is that of going a step further and honoring certain youngsters in the group — “the best boy of the year” type of thing wherein he’s given a plaque or cup of recognition on the stage! You’ll always find that “youngsters” need help — and a survey of the groups in your community that are active and worthwhile should be explored for good benefit promo¬ tions. NATIONAL BOY’S CLUBS WEEK usually occurs each year in April — this is the occasion when you should go after a sponsored program of some kind which will With managers from all over the United States and Canada having participated in local contests promoting MGM’s “Golden Operetta” Series, the four national winners, selected by a panel of trade press judges, were announced by Fred Schwartz, head of MGM’s Special Sales Unit. The total value of the prizes, local and national is $3000. First national prize winner is Harry A.. Wiener, Manager of the Wellmont Theatre, Montclair, N. J., who will be presented with a check for $500 on the stage of the Wellmont by Montclair’s Mayor Harold S. Osborne in suitable ceremonies, attended by representa¬ tives of MGM, Stanley Warner Theatres, as well as civic, leaders. Urban Anderson, Man¬ ager of the Colony Theatre, Toledo, Ohio, won the second national prize of $250; H. T. Rastetter, Manager of the Warner Theatre, Erie, Pa., was third national winner, receiving $150; and the fourth prize of $100 went to Herbert Frank, Manager of the Capitol Theatre, Madi¬ son, Wisconsin. In making arrangements for presentation of checks from the stages of the theatres, Si Seadler, of MGM’s Special Sales Unit, said: “It is important to highlight the role of the manager in his community, and the distribu¬ tor should help wherever possible to accom¬ plish this. In industry promotions we are continually suggesting that managers make contact with civic authorities and leaders, and when we recognize his stature in his city, we stimulate the local respect to which he is entitled.” Theatre managers winning honorable men¬ tion in the Operetta Contest are: Bert Brown, Imperial Theatre, Toronto, Canada; Charles Lugo, Washington Theatre, Quincy, HI.; Carl H. Meeker, Colorado Thea¬ tre, Pasadena, Calif.; Gerry Bouchard, Capitol Theatre, Springfield, Mass.; Bill Decker, Palace Theatre, Danbury, Conn.; Will Desilet, Five Points Theatre, Columbia, S. C.; Joel A. Cromleigh, Varsity Theatre, Austin, Texas; John Ondejko, Beverly Theatre, Grand Ra¬ pids, Mich.; Jack Catalgo, Ramona Theatre, Detroit, Mich.; Alvin Krueger, Laurel Theatre, San Antonio, Texas; A. W. Yahraus, Bryan Theatre, Bryan, Ohio; Joe D. Lyons, Roxy Theatre, Mobile, Ala.; Ernest Lee Vallery, Tower Theatre, Corpus Christi, Texas; Elinor Simons, Broadmoor Theatre, Shreveport, La.; Edward Konradt, LaGrange Theatre, LaGrange, HI.; E. Noyer, Nortown Theater, Chicago, Ill.; George Romiue, State Theatre, Chicago, Ill.; Victor Fischer, Valencia The¬ atre, Evanston, Ill.; Hones Swan, Will Rog¬ ers Theatre, Chicago, Ill. The Operettas which were included in the $3000 contest are: Rudolf Friml’s “Rose Ma¬ rie,” and “The Firefly,” Franz Lehar’s “The Merry Widow,” Johann Strauss, Jr.’s “The Great Waltz,” Victor Herbert’s “Naughty Marietta” and “Sweethearts,” Sigmund Rom-4 berg’s “The Student Prince,” “Maytime,” and “Girl of the Golden West,” Oscar Straus’ “The Chocolate Soldier,” Lemer and Loewe’s “Brigadoon,” and Noel Coward’s “Bittersweet.” recognize THE BOY OF THE YEARI For instance — such are the accomplishments of the “JUNIOR CITIZEN” award program of the 101-year-old BOYS’ CLUBS OF AMERICA, one which gets a big assist from “READER’S DIGEST,” world-renowned pock¬ et-sized monthly! (Part Two of Mr. Smith’s treatise will ap¬ pear in the next issue of EXPLOITATION.)