Boxoffice (Apr-Jun 1963)

Here are a couple of suggestions for upcoming special dates, both the handiwork of G. Lcckyer of the Gaumont Theatre in Coventry, England. At left, the broken egg with copy on each half, very vividly carries out the Easter theme, which falls on April 14 this year. The display was put on top of the theatre's kiosk (which we presume is the concessions stand). With this line, "Easter Is Busting Out All Over This Theatre With . . . names of his attractions for Easter 1962 and after." In the center was a chick. The display at right, in a leading florist's shop, was for Mothers Day. Ideas for Promoting Sunday Attendance Cooperative cards, tastefully gotten up, are one of the methods used by D. E. Jones of the Odeon Theatre in Port Talbot, England, to promote attendance on Sundays. For example, two firms went in on this one (approximately 3x4 V2 inches): Take them out this Sunday . . . Travel by a Thomas Bros, bus . . . See a Happy Show at the Odeon and complete your evening’s pleasure with Supper at the Comer House Restaurant. The cards are distributed through the usual channels — at the theatre and around town at shops, bus stations, etc. Slides projected on the screen every Sunday night before the screening of the feature read: WELCOME TO OUR SUNDAY SHOW'. If you enjoyed the performance tonight, why not come next Sunday with your family and friends. Help us to make Sunday YOUR family night. Leaflets are distributed with Sunday newspapers through arrangement with the route distributor. These 7y2x5-inch sheets in color, printed on one side, read: WHAT ARE YOU DOING TONIGHT? Don’t waste the best night of the week. Complete the pleasure of your Sunday by bringing the whole family to the ODEON. It’s probably the one night of the week you can all come together . . . It’s certainly the night you don’t have to hurry. And if you’re worried about the office or factory tomorrow, you needn’t be home late. You can see the complete performance from 4:30 p.m. and still be out by 8 p.m. Start the week relaxed and happy with a family night-out at the cinema. The copy wound up with some words by the news agent. Jones also uses newspaper teaser ads: “See the Sunday Show at the Odeon Theatre . . . and start the week with a smile,” or “Are you relaxed? Start the week right with a visit to the Odeon Theatre, Port Talbot.” Another, “MARY — see you at the Odeon Theatre, Port Talbot — Bill.” Milk bottle collars distributed by dairymen read: “Why not go out on the best night of the week! Take the family to a Sunday show at the Odeon Theatre, Port Talbot,” plus a word for the milkman, “Don’t forget to PUT OUT your weekend bottles. It helps the milkman.” The Corner House restaurant also put up 50 per cent of the cost of printing 1,000 Sunday program leaflets. These listed the Sunday attractions at the Odeon for four weeks, and wound up with a plug for visiting at the Corner House before and after the show for refreshments. The Lord’s Day act is being relaxed in Canada, notably Ontario, where local option amendment has been adopted, and in Vancouver, where voters approved Sabbath movies in a plebiscite, among other places. Big Spring Style Show At Downtown Theatre Betty Johnson, entertainer who helped put over the Variety Club Telethon recently in Buffalo, was one of the attractions at the spring fashion show presented on the stage of the Paramount Theatre April 4, 5 and 6 by the Retail Merchants Ass’n. Miss Johnson headed a half-hour program at the style affair, which started each morning at 10. The Variety Club raised over $100,000 for the Children’s Rehabilitation Center. Pigeons Blaze a Trail Of 'Birds' Promotion The relay flight by carrier pigeons carrying a microfilm of a message by Alfred Hitchcock to the Palace Theatre in New York City attracted attention in Memphis, Here are the homing pigeons that flew in from Jackson, Miss., to Memphis being given a royal welcome by Betty Joy Murphree, Filmrow secretary, at the Malco Theatre in Memphis. Tenn., with newspaper headlines and pictures. The relay was started at the Universal studio in Los Angeles. Homing pigeon clubs across the nation cooperated in the national promotion for “The Birds.” The pigeons reached the Malco Theatre in Memphis from the schedule, and the message was relayed on to St. Louis. Watson Davis, Malco advertising director, gave the Memphis event an added fillip. He placed ads in local papers offering to purchase some “birds” for display in a Malco lobby cage prior to the opening of “The Birds.” The birds he sought for the display were some live buzzards — and these feathered “fouls” certainly would get attention. Ray D’Angelis operates the Blue Horizon Drive-In Theatre near Morgantown, W.Va. Camera Keeps Private Eye on Seat-Cutters! E. B. Wacaster lets it be known that he takes pictures of his theatre audience several times each evening and thus is able to tell who sits where. This has all but eliminated vandalism at his Ozark (Ark.) Theatre, he reports. Wacaster uses a large-size Polaroid camera and the new high-sensitive film 3000. During the show he occasionally takes a picture with the camera mounted in full view of everyone on a stand near the screen on the stage. He reports he needs about a 15-second exposure, counting “one thousand . . . two thousand . . . three thousand,” etc., up to “15 thousand.” This gives him a good picture with the light from the screen and the dim lights along the walls. About another 15 seconds is needed for development. Thus can spot the occupant of any seat in the theatre. He uses a jeweler’s loupe magnifier to bring out details when needed. Each print costs only about 30 cents. BOXOFFICE Showmandiser :: April 8, 1963 — 55 — 3