Boxoffice (Apr-Jun 1947)

MICKEY MOUSERS GET VARIETY AT THEIR SHOWS— on. thing members of the Mickey Mouse club can’t complain about is a lack of variety in their shows, as these photos indicate. At the left, Jerry Leader, a member, interviews Taft Epstein, a jeweler who donated a bicycle as a prize; in the center, “Smoky” makes a personal appearance in connection with the film of that name; and at the right (L. to R.) are Bobby Doerr, of Boston Red Sox; Tony Pastor, band leader; Ted Williams, Red Sox star, and Manager Fred McCallum, the club’s “Uncle Mickey.” commercial. It is known that the theatre has turned down healthy financial offers on the part of local firms for the chance to sponsor the club. Selling your local merchant possibly will not be easy. But your best argument is selling him on the idea that “Mother” will bring the children to town on Saturday morning and park them at the theatre. Then she’ll go shopping. From Birmingham merchants, the Alabama has been furnished all manner of prizes that make a hit with a youngster — ponies, rabbits, chickens, bicycles, wrist watches — all without cost. Talent for the programs is easy. In fact, it’s a problem to find spots for all who wish to appear. The Mickey Mouse club first experimented with auditions, and later drifted to the policy of letting every possible applicant perform, no matter how untalented. It’s a swell way of helping the child shed his self-consciousness. Another thing that makes for a successful club is letting the youngsters blow off as much steam as they wish, within reason. The Mickey Mousers can whistle Just as loudly as they want to, just so long as they are applauding. They can run up and down the aisles as much as they want to, just so long as they don’t interfere with the show. Nealeans used to have a pet trick that was very effective in curbing Bronx cheers and boos. The offender was invited to the stage to show his fellow clubbers just how loud he could boo — over the microphone. That usually silenced him. There are many extra special little favors that make a hit with kids. In tieups, the Alabama arranged to have a local dairy deliver a pint of milk to the member at his home on his birthday. And a local bakery provided a devil’s food birthday cake with white icing and a chocolate replica of Mickey Mouse. Cost? Nothing to the theatre. If members of the Alabama staff wake up on Saturday morning and find it raining, they come to the theatre a full hour early. They’re anxious to get the patrons into the theatre before they get wet, acting on the premise that Mother might not let them come back next Saturday if they did. Normally it takes 22 ushers an hour to seat the crowd. One other word about contests. Nealeans strongly disfavors those which continue from week to week. “To be effective and keep up interest, they should not run more than two weeks,” he said. “It would have to be a very outstanding contest to run for more than three.” He explained that by saying the youngster might miss one week’s meeting and then his interest would be lost. On the other hand, serials are excellent drawing cards even if they have 15 or more chapters. A youngster might miss one week, but still would be entertained by subsequent episodes. \X7HENEVER possible, if the theatre happens to be showing a picture that might be objectionable to children, an effort is made to book a substitute for the Saturday morning show. For instance, on a recent week the theatre’s current attraction was “13 Rue Madeleine.” But the Mickey Mousers saw “Huckleberry Finn.” Another major reason for the success of the Mickey Mouse club is the theatre’s excellent relations with the press. Nealeans adopted the policy of discussing with his local editors any new stunt that might be worthy of a picture or story. If his idea failed to click with the press, he got busy and revised it. The theatre was successful in being able to plant a weekly story on the club’s activities on the children’s page of the Birmingham News. DADIO is a big help, too. The Mickey Mouse stage program is broadcast for 30 minutes each Saturday over Station WSGN. On special occasions, the show runs an hour. Radio officials state that this broadcast is the most popular program they have of local origin. Virtually every film star who has appeared in Birmingham (and some who haven’t) have been made honorary members. The list also extends to celebrities of stage, radio, sports and other fields. They are presented with attractive scrolls attesting their membership. The late Franklin D. Roosevelt was made an honorary member and Mrs. Roosevelt joined at the same time. Only a few have declined to join. Another stunt that proved popular was the presentation of medals to outstanding grammar school graduates each spring. Walt Disney designed the medals, showing Mickey Mouse in a cap and gown. Gold medals were presented to the boy and girl placing first, while silver awards went to those adjudged runners-up. The club celebrates its 14th birthday with a party on June 28. The birthday party is one of the three or four special annual events. (Continued on next page) A scene at this year’s Easter egg hunt, which attracted more than 7,000 youngsters at Birmingham’s Avondale park. Local merchants participated by providing prizes. BOXOFFICE :: June 21, 1947 17