Boxoffice (Apr-Jun 1962)

• AOLINES & EXPLOITIPS • ALPHABETICAL INDEX • EXHIBITOR HAS HIS SAY • FEATURE RELEASE CHART • FEATURE REVIEW DIGEST • SHORTS RELEASE CHART • SHORT SUBJECT REVIEWS • REVIEWS OF FEATURES • SHOWMANDISING IDEAS THE GUIDE TO Western Union Offices Sell 'West Side Story' Tickets Jaycees in Rochester, N. Y., Also Peddle Ducats for Riviera Theatre Opening Throughout One Week Western Union offices in the Rochester, N.Y., area are selling tickets for the New Riviera Theatre’s reserved-seat engagement of “West Side Story.” The tieup is a Rochester first, and Linn B. Smeal, manager of the Schine operation, believes his idea also is a national fu'st. His campaign for the April 5 opening of the Academy Awards winning musical was masterfully conceived and executed, and is significant in its completeness in reaching about everyone with appeals to buy tickets to the premiere and subsequent showings. BIG JAYCEE PROMOTION Advance promotion was built up around the Rochester Jimior Chamber of Commerce and radio. Several months in advance, Manager Smeal contacted the Jaycees and sold them a fund-raising project, which called for a week-long ticket-selling campaign, for a commission. Pictures were taken of the contract signing and, through the influence of the club, placed on a WORC-TV news telecast. Other Jaycee publicity steps: Mayor Henry Gillette was persuaded to proclaim April 1-7 — “West Side Story” opened on the 5th — as Jaycee Week, which was covered on all news media. WHAM permitted Joseph Schirano of the Jaycees and Manager Smeal to go on its Open Line noontime program to tell about the premiere and the Jaycee ticket deal, and the same station also had Louise Wilson of It’s a Woman’s World program interview four Jaycees along the same Une. TAKE OVER RADIO FOR DAY A high spot of Jaycee Week was a Jaycee Day on another radio station, WROC, on April 2. 'This was plugged days in advance. Then on the 2nd, Jaycee members took the air from 6 a.m. to 10 p.m. to sell tickets. “They read the news, the commercials, sports, etc.,” Smeal relates. “It was a heck of a deal, and everyone, including the listeners had a great time. The untrained Jaycees certainly messed up a few of the commercials, but all this got a big laugh and everyone was happy.” Along with selling tickets, the amateur SIOeI 5J0RY^ .0 tius JL* tiUDESTOBl wnna mmmA WIWSWFSW8Y' • I The Statesman drum corps added stirring rhythm and color to the gala "West Side Story" opening at the New Riviera Theatre in Rochester, N.Y., playing first outside as searchlights probed the sky, then moving inside. Jack Slattery of radio station WHAM introduced sports figures and Chamber of Commerce leaders from the stage. Roses were given to the women as they entered the theatre. A WROC television cameraman took shots of the gala opening for use on o newscast. Radio WHAM broadcast lobby display. radio team pushed the “West Side Story” premiere hard. About every five minutes they talked about Jaycee Week and offered ticket delivery by that evening to all persons calling the station and ordering them. As Smeal remarks, few films have received so much free radio publicity in one day. The Jaycee package was a big advance promotion in itself, but Smeal had other advance selling ideas going. One was a mobile boxoffice! A Volkswagen Micro bus was obtained at no cost from a Rochester dealer and bannered on all sides with copy on “West Side Story” and the fact that tickets could be secured “on the spot.” The Micro bus toured the downtown streets and shopping areas, and it got good attention. Record stores, bookstores, dime stores, etc., were serviced for window displays. Record distributors provided platters for the deejays. 'The Columbia Music shop (Continued on next page) Schine officials attended the New Riviera "West Side Story'" opening in Rochester. Here Donald Schine and George Haefner (center) are interviewed by Jack Slattery, WHAM announcer and opening night emcee. Manager Linn Smeal is at right. BOXOFFICE Showmandiser :: May 7, 1962 —73— 1