Boxoffice (Jan-Mar 1962)

Improving Grosses With New Ad Copy The advertising and publicity department of Commonwealth Theatres, which operates over 100 theatres in the four-state area surrounding Kansas City, has enjoyed much success in revision of pressbook ads and creation of original layouts. Here are two examples, from the staff of M. B. Smith, vice-president in charge of ad-publicity, which has responded with substantial grosses when supported by special promotion and ads, such as are reproduced here. A THUNDERING STORY TOLD WITH FLAMING GUNS! U PAN A VISION .04! PATHE COLOR fast comes your way as a beautiful woman and her Three Deadly Companions blaze Itheir way to an exciting showdown! MAUREEN O’HARA * BRIAN KEITH] STEVE COCHRAN * CHILL WILLS PATHE AMERICA prments A CAROUSEL PRODUCTION THE DEADLY COMPANIONS ...Living Behind Worn Holsters And Spitting Gonsl A BEAUTIFUL WOMAN.. • and hei MAUREEN O’HARA ' BRIAN KEITH STEVE COCHRAN -CHILL WILLS I. PAN A VISION ^ PATHE COLOR THE DEADLY COMPANIONS Full House Joins Deejays, Dance Pros In Three-Act Opening Night of Twist' Chicago VIPs Learn Yo-Yoing for 'Lover' Seven Chicago VIPs stood at the curb in front of the Chicago Theatre learning how to spin yo-yos in a demonstration inspired by the yo-yo scene in “Lover Come Back,” current at the Balaban & Katz showcase. The “teachers” were three “Lover Come Back” VIP queens. The VIPs taking their lessons in yo-yoing were David Wallerstein, president of B&K, and chairman of the State Street Council; Charles Swibel, president of Marina City Management Corp.; Albert Chiappe, vice-president, Mixdorff Kreine Mfg. Co.; Robert Henderson, traffic manager of the Simonize Oorp.; Adeline Stoey, assistant to th,e president of the Upper Avenue National Bank; Gladys Erickson, president of the Alliance of Professional and Business Women, and Benny Dunn, executive of Playboy Enterprises. Arnold Kirsch Moves To Melba in the Bronx Arnold Kirsch, who managed the Deluxe Theatre for 12 years and the Vogue for three for the Interboro circuit of New York, resigned soon after the first of the year and is now manager of the Melba Theatre for John C. Bolte Theatres. All are in the Bronx section. Kirsch won numerous advertising-exploitation awards in his years with Interboro. Among his last promotions for Interboro were the sponsored Christmas theatre parties featured at the Deluxe and the Vogue. The Bronx Savings Bank has hosted a gala free neighborhood show the Saturday before Christmas for many years. The holiday affair originally was lined up by Kirsch, and he continued to direct it when he moved over to the Vogue. A similar free holiday show at the Vogue was sponsored by the Buster Brown shoe store. Small Towner Is Packed For Stage Twist Contest For “The Errand Boy,” L. J. Bennett of the Mode Theatre in Ornaga, 111., had two boys dress up crazy and ride a bicycle built for two around town with proper signs. That night he had a bubble-blowing contest on the stage for a $2.50 gift book of tickets as the prize. A Saturday night twist contest on the stage was billed for “Twist Around the Clock,” and the house was packed. Bennett said the contest started slow but it gradually built up steam and ended with a “slough” of twisters doing their stuff. The top prize was $5 and a chance to win the nearby twist contest at Rantoul. However, the winner got sick and couldn’t go. Ad Takeoff for 'Bachelor' Interstate of New England’s Madison, Madison, Conn., waggishly took off on a well-known cigaret advertising theme, “Are you smoking more now but enjoying it less?” with these words for “Bachelor in Paradise:” “Are You Kissing More — and Enjoying It Less????” William Bendix will play a top comedy role in Embassy Pictures’ “Boys’ Night Out.” The Saenger Theatre in New Orleans was packed to the hilt on a recent Thursday night for the opening of “Hey, Let’s Twist,” plus a stage show promoted by radio station WJBW in cooperation with the Fred Astaire dance school and sundry merchant prize donors. A couple of weeks prior, WJBW disc jockeys King LeMoine, Allen Allknight and Mike Porter started asking their listeners to write in brief statements on “Why I Want to Twist With a Deejay” on the stage of the Saenger — of course, on the opening night of “Hey, Let’s Twist.” Each jockey selected his partner for the Saenger affair from the letters. The stage show was produced in three acts between the first and second screen shows on opening night. The first act was a twist dance exhibition by professionals from the Astaire studio. The second act was a “Let’s Twist” contest featuring the three deejays and them selected partners, with the audience picking the winners via applause. Walt Guardino, manager of the Saenger, acted as emcee, with Bobby Vann and A1 Roberts of WJBM in charge of arrangements. Deejay LeMoine and his partner were picked as the winners. Then came the third act. Volunteers from the audience were invited to join in the stage activity. The response to Vann’s invitation was so great that the stage soon was crowded and would-be contestants lined up in the aisles. Because of the time limit, the volunteer dancers were held to around 100. With the Astaire dancers acting as judges, the 100 or so on the stage were soon twisting it up to the modified rock and roll beat sent out from the projection booth. There were many prizes awarded — recorded albums, free dance lessons, passes to the theatre, Papoose Food Products packages, and other promoted gifts. It sounded like the whole audience was wiggling and shuffling feet. It was a great night for audience enjoyment . . . and financially at the Saenger till. Guest tickets to “Hey, Let’s Twist!” were given to everyone who performed the new twist dance for one minute on movable flooring on the sidewalk in front of the Stillman Theatre in Cleveland. Display signs liberally stationed around the improvised dance floor told about the film and the guest ticket offer, which was “at your own risk.” Manager Arnold Gates also had several twist demonstrations going on in department stores. Airer Xmas in July A big Christmas in July show was held at the Defiance (Ohio) Drive-In at which these gifts were distributed: free gift bags to all the kids, free Anniversary Week passes to the adults and free plastic litter bags to the first 50 cars coming through the gates on Saturday and again on Sunday. Elmer DeWitt, manager, explained in ads, “We’re not fooling . . . you see we’re closed during the Christmas holiday season, etc.” New Year's Fete at Theatre Jimmy Wong, downtown restaurateur, spearheaded a typical Chinese New Year celebration in front of the Chicago Theatre in promotion of “Flower Drum Song,” current there at the time. BOXOFFICE Showmandiser ; ; Mar. 12, 1962 — 43 — 3