Boxoffice (Jan-Mar 1941)

SELLING SEATS M U Ci Ci IE T Horror Duo Results in Record Mid-Week Take Monterey, Cal. — John Wyatt, manager of the Monterey, reports record mid-week business with the duo “The Mummy’s Hand” and “Before I Hang” played up as a horror show. Wyatt’s experience confirms exhibitor opinion that horror bills are best kept in pairs thus drawing their devotees full strength, rather than divided with diversified product and so only partially satisfying the patron who favors a particular type of fare. j^DAPTABLE to many pictures is Clyde Anderson’s stunt for “Barnyard Follies” preceding its run at the American in Butte, Mont. Anderson placarded several hayracks which cruised about town inviting patrons to call the theatre for a free ride to the house to see the picture. • Novel throwaways for both “Seven Sinners” and for “Scatterbrain” were utilized by L. W. Shuppert, manager of the Tipton in Tipton, Mo. For “Seven Sinners” Shuppert inserted an ordinary match in two slots cut to hold it on a 4x6 card. Copy read: “ They’re a perfect match — Marlene < Destry ) Dietrich and John ( Stagecoach ) Wayne in (picture and playdate copy.)” For “Scatterbrain” the same Shows Slides in School Assemblies Springfield, Mass. — Manager George E. Freeman of the Loew’s Poli here, in connection with “Thief of Bagdad,” made arrangements with the board of education to show stereoptican slides of “Thief of Bagdad” at school assembles. Quiz Broadcast From Theatre New York — A quiz broadcast over WWRL emanates from the stage of RKO Keith’s Theatre, Richmond Hill, every Tuesday evening from 9:00 to 9:30 with participants for cash prizes being selected from the audience. size card had a peanut glued to it with a caption “Nuts to you from ‘Scatterbrain’.” A line cut dressed up the throwaway. • The cover of the press sheet on “The Howards of Virginia,” under the title of “Meet the Howards of Virginia,” was put up in the side window of the cashier’s cage, by Manager John Maloney of the Grove Theatre in Chicago. • Following a suggestion in the press book Manager A1 Blasko of the Parthenon in Chicago placed a typewriter on a small table in the lobby evenings from 6 to 10 p. m. A small lamp lighted the typewriter and in the roller was left the message: “Tom — dear! Please comes over early Friday. I want you to take me to see ‘Arise, My Love’ . . . etc., at the Parthenon Theatre.” • Newsboy aprons, imprinted with “Behind the News’ Globe Now” were distributed among several boys to wear at busy corners and in front of factories, thus advertising “Behind the News” for Harry Rose of Loew’s Globe in Bridgeport, Conn. A six-sheet pasted on the lobby floor, was another attention-getter . • Two ushers, dressed in cap and gown outfits, each carried a banner front and back. Banner on front read: “What’s it all about?” Banner on the back read: “ ‘You’ll find out’ at the Stratford Theatre now.” The stunt was Manager Steve Fitzgerald’s of the Stratford in Chicago. • A round mirror placed in the lobby with a circular picture of Myrna Loy and Melvyn Douglas placed in center, and title and playdates around edge of mirror plugged “ Third Finger, Left Hand” for Manager E. R. Erickson of the Rhodes in Chicago. A spotlight in front of this gave a reflecting effect. • Securing permission from the Civil Aeronautics Authority, Maynard Nelson, World, Kearney, Neb., arranged for a plane to fly over that and eight surrounding towns, releasing thousands of small imprinted envelopes containing candy and a plug for “Flight Command.” • A ballyhoo man attired in flying togs was sent through Harrisburg streets as part of the “Flight Command” campaign arranged by Bill Elder, Loew’s. • Stills from “This Thing Called Love” were placed in a large box, lighted from within, and the top of the box had three peep-holes, each fitted with a magnifying glass. Copy invited passersby to “take a peek.” Display around the box was made up of recent newspaper articles publicizing an argument between Binnie Barnes and the studio over scenes in the picture. The successful stunt was William “Bill” Bryan’s of the Manos at Vandergrift, Pa. Double Barrelled Publicity — Stunts that Barnes Perdue, manager of the Ritz and Grand in Chillicothe, Mo., sprang on his patrons for “Love Thy Neighbor” and "Li’l Abner” respectively. In the upper photo is pictured a checker marathon held in the Ritz lobby that netted pictures in the paper. A $15 prize was offered for the nearest correct guess as to how many games would be played. The marathon got under way a week in advance. The lower photo shows the staff as Daisy Maes and Li’l Abners. The barrel of corn in the center also made a street display, with the placard reading: “The corniest and funniest picture you’ll see this year.” 80 BOXOFFICE :: February 8, 1941