Boxoffice (Apr-Jun 1937)

P R A C T I C A I» IDEAS BY PRACTICAL S H O W M E N SeLlln^ Saat6 Urge Showmen to Heed Trade Paper Ads New York — Recognition of trade paper advertising of motion pictures as a valuable adjunct in theatre exploitation is given in “Forward,” publication of Skouras Theatres circuit here. Said “Forward,” in a message to Skouras managers: “While not belittling press hooks which are of genuine service to the showman, the enterprising manager loill do well, at the same time, to pay close attention to the trade paper and magazine advertising on the pictures he is trying to plug. “It seems only logical that trade paper advertising on a picture, because it is condensed and concentrated on some effective selling angle, may prove of valuable assistance to the showman in putting across the picture.” PILLORY IN LOBBY TO PEG "MAID OF SALEM" Detroit — A specially constructed pillory of the New England type was placed in the lobby of the Eastown Theatre here, a Wisper and Wetsman unit, to catch the eyes of passersby for the showing of Paramount’s “Maid of Salem.” On the pillory was a sign reading: “This will be ye punishment if ye do not see ‘Maid of Salem’ at the Eastown next Sunday.” To create further comment in advance of the opening, printed pictures of patrons in the pillory were mailed. Credit for the magnetic boxoffice stunt goes to Joe LaRose, manager. Fan Club Tieups by GN New York — Personalities who have thousands of followers in fan clubs sponsored by magazines and radio stations are being given national exploitation by Grand National in a tieup with pictures in which they will appear. One of the largest is the affiliated Shadow Clubs, inspired by the character introduced in the pulp magazines and popularized by the radio. These have 50,000 members. “Renfrew of the Mounted,” another radio feature, will be similarly exploited while GN brings it to the screen. Also Plash Casey, cameraman, who will be the subject of a GN film. Striking inside lobby of the Warner’s Theatre, Milwaukee, Wis., set up four weeks in advance of Universal’s “Top of the Town” opening. Heads of the three stars encircled by glittering stars and enlargements of the spectacular scenes were topped by a huge top hat which carried the title in raised letters. Harry MacDonald, manager, arranged the display. Impressive Display Exploits "Thunder" New York — One of the highlights of the Criterion Theatre’s campaign for Columbia’s “Thunder in the City” was a unique lobby display with its effect of high buildings apparently crashing to earth which, with a red light flashing on top of four radio towers in the lobby, made many passersby stop to give the layout the onceover. Overhead, in front of the lobby, a shadow box scene depicted toppling buildings, these being illuminated from the sides and base in color, and a torn paper effect gave the impression of the buildings crashing through the background. The same effects were carried out on each side except that the scene portrayed a model blimp and a fleet of planes against a blue sky background. Huge enlargements of Edward G. Robinson were set against this background. Three hundred helium-filled balloons in the shape of blimps were strung above and below the marquee of the Criterion and a few hundred more were distributed to patrons. Balloons were imprinted with name of star, attraction and theatre. Unusual Personalities Used by Showmen New York — Among the recent examples of smart showmanship. Milt Harris of Cleveland and Lester Pollock of Rochester, N. Y., both Loew men, put over stunts that rang the bell. Harris dug up a ll-year-old girl loho is an ardent Robert Taylor fan and has the walls of her room plastered with various and sundry photos of the film sheik. The Cleveland “Plain Dealer” gave three columns to a story on her yen for Bob. In Rochester, Pollock found a citizen who had never seen a motion picture, so a flock of friends and the Sunday American staged a party at a showing of “Maytime.” NAME-GUESSING CONTEST Gradwell Sears, Warner Bros, general sales manager, has evolved a name-guessing contest consisting of a set of 12 cards, each with a cartoon illustrating a title of an immediate WB release. The idea is to guess the release, and a key supplies the solution. BOXOFFICE :: May 8, 1937. 35