Boxoffice (Apr-Jun 1937)

PRACTICAL IDEAS BY PRACTICAL SHOWMEN ^QlLln^ ^Qat5 Livewire Promotion to Sell Bob Burns Holdenville, Okla. — David Dallas, Grand manager, really went to town on a Bob Burns exploitation for Paramount’s “Waikiki Wedding” last week. Knowing that at least three-fourths of Oklahoma’s population were formerly Arkansawyers, Dallas suggested an Arkansawyers’ Reunion and Bob Burns Day in Holdenville to the Daily News and local civic club leaders, and here’s what happened: Burns was extended an invitation to attend, but unable to do so because of press of work in Hollywood, he wrote a special feature column in which he thanked those responsible for staging the event. The column appeared in the newspaper together with a three-column picture. Many Old-Fashioned Events Features for men, women and children were placed on the convention program, such as old-time fiddling contests, a big feet test, a fat and lean man’s race, community singing, liars’ contest, and a square dance. The Daily News got out a special Bob Burns edition in cooperation with business firms. Arkansas music was featured over the radio, and Burns paid a tribute over an NBC hook-up. Thousands paraded through city streets before floats tied in with “Waikiki Wedding.” Even Burns’ original Wafford was drafted for service, and hog-calling and greased pig contests were held. Yes, from the forks of the creek and the hollowed hills they came, in clothes dating back to the hoop skirt, leg-o’-mutton sleeves, and peg-top pants, to see their favorite son. Bob Burns, in “Waikiki Wedding.” The Arkansawyers enjoyed the day renewing friendships of 30 years ago that long will remain in their memory. They went home talking about a new thrill, for some saw a picture show for the first time in their lives. ''WAKE UP AND LIVE" GETS CLOTHING TIEUP Oklahoma City — Oklahomans were told to “Dress Up and Live” by the Midwest Theatre management in an exploitation stunt staged with Rothschild’s swank men’s clothing store for 20th-Fox’s “Wake Up and Live.” Rothschild’s ran quarter page ads using the regular press book mats. In addition, the store’s huge windows were devoted to the attraction, as well as cards in all departments. Manager Burge also tied in with the safety council by posting placards throughout the city inscribed “ ‘Wake Up and Live’ . . . Watch the Lights!” BATHING BEAUTY CONTESTS IN VOGUE Bridgeport, Conn. — Loew’s will conduct bathing beauty and perfect form contests at the Globe here and the Poll, Waterbury, beginning May 24. A four weeks’ elimination contest with cash prizes of $25, $15 and $10, will precede the finals in the fifth week, in which 12 winners will compete for $100. Hanken Knitting Mills will cooperate by supplying suits. A similar plan last year was an excellent boxoffice booster. CORONATION STAGED BY FLORIDA THEATRE Panama City, Fla. — This little town beat England to the draw and had its own little coronation ceremony last week, with its kings, queens, courtiers, and shiny silks and satins and ermine in profusion. The stunt was pulled off on the Ritz Theatre stage and the local papers carried a one-third page ad announcing “This is coronation day in Panama City,” which was accompanied by a list of ads by local merchants whose stores had been rated tops by the “King” and “Queen.” An "Arkansas razorback pig” contest was one of the highlights of the Arkansawyers’ Reunion and Bob Burns Day staged by David Dallas, manager of the Grand Theatre at Holdenville, Okla. A hog-calling contest and a greased pig race were featured. Only part of the mammoth crowd attracted can be seen in the photo. J^ALPH GOLDBERG has started Saturday afternoon clubs in three of his Omaha theatres, the Winn, Military and Arbor. Supervised, of course, the children elect their own managers, doormen and ushers for each Saturday. Admission for club members is 5 cents; non-members pay a dime. Manager Howard Shortley of the Military says the matinees were started at the request of parents who wanted to keep their children off the streets. • The Orpheum and Bay theatres. Green Bay, Wis., are getting good results from a tieup effected ivith a local store whereby readers who find their names in the store’s advertisemeyits are given free tickets. The stunt provides the theatres with prominent newspaper space at a minimum cost. e Over 50,000 applications have been received by United Artists from New York girls with Hollywood aspirations, as a result of an exploitation contest for UA’s “A Star Is Born” which has been running in the Evening Journal. Contest has attracted city-wide attention and the winner will get a free trip to the coast, a tour of the Goldwyn and Wanger studios and a screen test at Selznick studios. • For Warner’s "Great O’Malley” Dave Titleman of the Philadelphia Belmont held a contest for the most popular policeman in the ivest-end section. In the exploitation. Titleman tied up ivith a neighborhood weekly, a jeweler and a florist. A loving cup went to the bluecoat and his wife got a flower bouquet. Oklahoma City secretaries and stenographers flocked to the State Theatre last week to see, as guests of the management, Columbia’s “More Than a Secretary.” Stunt proved effective and created plenty of word-of-mouth publicity. Time for Checkup of Outdoor Posters New York — A spring cleanup of billposting is urged by Oscar Doob, Loew circuit publicity head. "This is the time of the year to make a thorough, intelligent checkup of outdoor advertising ,” he informed Loew theatre managers, urging elimination of duplicate posting, unprofitable sniping, etc. "Many theatres can actually increase the value of their plant by cutting down the quantity of posters used, by shifting locations and other means,” Doob advised. 34 BOXOFFICE :: May 8, 1937.