Boxoffice (Jan-Mar 1939)

Avalanche of Dish Giveaways Revealed in Kansas City "Missouri" Arrangements Are Made by Director Kansas City — Theodore Reed, director of the new Paramount picture, “Tm From Missouri,” was here to confer with Jerry Zigmond, manager of the Newman, and Arthur Cole of Paramoimt, on plans for an elaborate world premiere of the picture at the Newman in March. The film and theatre men will have full cooperation from state agencies for the premiere. Chas, Vaughan Sells Art To Reube Finkelstein Kansas City — Reube Finkelstein, who operates the Byam at Fairmount and the Belmont here, took over the Ai't Theatre, Kansas City, Kas., February 1, from Charles Vaughan. Vaughan is leaving the exhibition business. Finkelstein will rename the house the Jayhawk and install a new front, marquee, and improve the sound. Improvements Planned For Osmond Theatre Osmond, Neb. — R. J. Dalton, owner of the Osmond Theatre, announces the house will undergo major changes and alterations in the spring. Among improvements planned is a complete remodeling of the front of the brick building recently purchased by Dalton. By B. O. TELLER Kansas City — Dish giveaways have reached a higher peak than ever before both in Kansas City and in the trade territory. In Kansas City, Mo., approximately 25 suburban subsequents have one, two or more nights a week on which they give premiums of some kind, mostly dishes and chinaware. A glance at the entertainment section of the newspapers reveals almost a dominance of premium advertising over space for films themselves. Newcomers to the dish premium field are Fox Midwest houses — Waldo, Madrid, Linwood, Gladstone and Vista. Heretofore Fox houses have confined their promotions in this field to large items, such as radios, refrigerators, etc., backed by long special campaigns. Both here and in the territory the Fox houses have, however, turned now to dishes. Appeal Wearing Out Too long a use of premiums by one theatre, or too wide a use by many theatres wears out their appeal, said Jay Means of the Oak Park, who has used premiums extensively for several years, and who has closely followed their development as a boxoffice stimulant. “There was a time when premiums did stimulate business considerably,” Means commented. “But now they just about pay for themselves because we have used them for some time and because so many other theatres are offering them.” Means sees little chance for elimination of premiums from the exhibition field for some time. “Any one exhibitor will be obliged to carry on till all theatres give them up,” he declared. Giving premiums is a distinctly competitive practice. One exhibitor may be a better showman than another, but when one theatre starts giving dishes with good results, competition can buy them to offset the advantage. “We stood by for a long time and watched our patrons going home from other theatres waving dishes,” Means commented, “and finally put them in ourselves.” A charge of an extra five cents on regular admission for those desiring premiums has been tried by several theatres here to hold down premium expense, and to assure that only those who want them will get them. Means uses a time limit to accomplish the same purpose. On Sunday he limits giveaways to the periods between 1:00 and 3:00 and 6:00 and 7:30; on week days he gives only up to 8 o’clock. The Sunday evening limitation is used also to combat radio competition. ^yars niik out' confiim€Ki< matjghally APVtftTtSCD TO ACQUAinr YCW WIT« ■ C05A\£TJCS AND TOlLEfaiES TO Give TO VCH lAPT PATQOH fc M fcl li GIFT ON£ IT£N\ • • ■ 1% H ■■ DAT£ too mm pn»a« i DISPLAY THAT PROVES The unquestioned Retail Value of P^ikei" COSMETICS with Laboratory Reports and copies of current advertisements in National Magazines Including VOGUE, PICTURE PLAY. SCREEN ROMANCES. GLAMOUR. ETC STRONG ENOUGH TO USE OVER AND OVER NO KEY ITEMS NO CHEATERS WE ARE not A “PREMIUM HOUSE" THIS IS NOT A PREMIUM PRODUCT SOLD NATIONALLY IN RETAIL STORES Not one of these items can be purchased at RETAIL less than 39« up to^l For Perfume and Breath C o 1 r r e c t ing Lipstick. MATS • CUTS • PUBLICITY Personally Autographed PHOTOS of PICTURE STARS Your PUBLICITY DEPT. AN ADVERTISING TIE-IN WITH YOUR LOCAL MERCHANTS t(/e Wi(ite4 Until test theatres in 5 states had used this Sensational Advertising Plan and had proven it to be the best word of mouth attendance builder in America before . . . Introducing THE MOST SENSATIONAL PREMIUM GIVE-AWAY DEAL EVER OFFERED THE EXHIBITOR. PiUcilli( Ptfikei" COSMETICS . . . TOILETRIES Conforms to the Federal Food, Drug and Cosmetics Act BEAUTY ITEMS EVERY WOMAN NEEDS EVERY DAY This plan is, designed for release in a limited number of theatres in each state. Its purpose is to further introduce the quality of PRISCILLA PARKER. SEVERAL, TERRITORIES OPEN FOR PRODUCING DISTRIBUTORS WRITE ZL? PARKER-BOULDIN CO. 128 East Tenth St. SAINT PAUL. MINN. BOXOFFICE February 4, 1939 91