Boxoffice (Apr-Jun 1961)

A series of original ads from the hands of Joe Carlock, manager of the Pitt Theatre in Lake Charles, La., which extended from the Sunday before opening (at left, top), through opening day (top, right) and several days during the run (lower panel). Note the use of the small cartoon drawings, obtainable in any newspaper office in mat form, and the emphasis on the cutout figure of Gina Lollobrigida. All ads are two column in size except the opening day ad which is three. Gina Figure in Lobby For Suzie'; Model for An oversize cutout of Gina Lollobrigida in pink slip, which stood in a display more than ten feet high squarely in the center point of the lobby, was an important part of a promotion that resulted in substantial business for “Go Naked in the World” at the Pitt Theatre in Lake Charles, La. To people coming in the lobby, Gina appeared lifelike in a doorway. Actually the doorway was open space, and the Gina cutout was surrounded by a door frame. The whole stood on a base on which appeared the title. Other copy was the pressbook line, “No man could forget her . . . “No woman could forgive her,” plus star names. IN BRIGHT COLORS The whole display was in bright colors, and was set up two days in advance. The Gina-in-slip figure was featured in original ad layouts prepared by Carlock. These were in two-column size, except for the opening day ad, which was threecolumn (see accompanying reproduction). To give the layout something fresh, small cartoon drawings with balloon copy, obtained from the newspaper mat service, were worked into the ads. All ads contained such copy as “This picture is for adults . . . The kiddies wouldn’t like it anyway; it’s too mature for them.” Carlock thought this gave parents a straighter message than a merely “Adults Only” label. He reports not many children came to see the film. “The World of Suzie Wong.” For this attraction, Manager Carlock sent small bamboo and paper umbrellas (they were only about three inches overall and actu 2 Door! Tiny Parasols Cooking School ally fold and unfold), with credits attached by thread, to all the local radio, television and newspaper folk. Chinese lanterns, pictures on silk, oriental masks, etc., were rounded up for a lobby display; a music store window displayed records of the "Suzie Wong” music, and furnished records for playing over the theatre audio system, and airmen from the nearby airbase were invited to exhibit pictures they had painted while in Japan in the theatre lobby. “One Hundred and One Dalmatians.” The Friskies dog food tieup was worked for maximum results, both in the lobby and in the city’s largest supermarket. Newberry’s also gave this film its entire front window, which was particularly productive at the Easter season. Tweny-one spots were taken on KPLCTV Kartoon Kapers kiddy program to promote a giveaway of 101 prizes during a week’s time. The prizes included dog tags and stuffed dalmatian dogs donated by Friskies, jigsaw puzzles from a news distributor and a rocket toy. The station also ran a three-minute gratis reel each afternoon on the kiddy show. The Lake Charles American Press and Gulf States Utilities sponsored a “Fantasy of Foods” cooking school at the Pitt Theatre. Sessions were held each morning, Tuesday through Friday, with attendance averaging around 600 women. The National Livestock and Meat Board provided a lecturer and home economist to handle the affair. Other home economists were present from Beaumont, Tex., Sulphur, La., Louisiana State University and Lake Charles itself. Forty bags of groceries from food proc — 94 — essors and local stores were awarded to lucky women. Carlock is enthusiastic over the value of such events. “First off we want to say that this is one way to get across some extra advertising, both general and in behalf of specific attractions,” he commented. “Then there is the extra rental the sponsors pay, which is very good because the cooking school is held at hours when the theatre usually is closed. NEXT ATTRACTION BOOST “Then the theatre can always offer tickets to the current picture to the women. Just think what it means to tell 600 or more persons gathered for an enjoyable occasion the name of the film the theatre is playing.” However, Carlock cautions, don’t even consider a cooking school unless the theatre is clean and well kept, since an illkept place will leave a bad impression on the women which is worse than the extra rental is valuable. “When all the lights are on there is nothing that can be hidden from the eye,” he points out. “Dirty and worn carpets, bad seats, etc., show up like a sore thumb beneath full lights. Before our cooking school opened we had the porter to scrub the theatre from top to bottom; carpets were cleaned, and all seats that were slashed or worn the least were replaced or repaired. “You will have to get up early each morning to get all this done, but I think it is well worth the trouble.” Showmanship Kick In 'Mink/ 'Long Run' “Make Mine Mink,” a spoofing farce which the English do so well, is a wonderful show to work on, according to Jim Wiley, manager of the Malverne Theatre in the town of that name on Long Island, N. Y. “With just a little effort this film will be a strong one at the boxoffice,” he reports. “It is a natural promotion title for any and all campaigns, one which lends itself to all sorts of tieins.” Wiley ran this comedy to more than seven weeks of good business. One of his interesting promotions was started the third week of the engagement. A local newspaper, the Tri-Town Leader went for a “What is he thinking of” contest, for which free dinners and passes to the Malverne were awarded to the first five winners. The Tri-Town Leader had plugs on the event for two weeks, winding up with an announcement of the winners. The response totaled about 500 letters, much comment and many phone calls. An important plug was a two-column photo of Terry-Thomas, the comedian star, sitting on a divan with his bare feet in a tub of hot water, all cuddled up, head included, in a woman’s fur-collared coat. In heavy type above the photo was “WHAT IS HE THINKING OF??” Readers were asked to answer this in 25 words or less and send in their efforts to Manager Wiley at the Malverne. Wiley also had bannered cars in each of two parades held on the first two Saturdays of “Make Mine Mink,” with the cars borrowed from dealers. BOXOFFICE Showmandiser :: June 12, 1961 ao or ia, s,