Boxoffice (Jan-Mar 1962)

Bill Parker, city manager for Kent Theatres at Fort Pierce, Fla., drew the attention of thousands of persons to the Sunrise Theatre's marquee on the historic morning of Col. John Glenn's great flight into space from nearby Cape Canaveral when he climbed a ladder and put up the above-pictured salute to Colonel Glenn which echoed throughout the free world. Both the Miami Herald and the Fort Pierce News Tribune carried pictures of the Sunrise's marquee and ran feature stories about it. Museums Over Nation To Plug 'West Was Won' Promotional tieups are being arranged in behalf of the forthcoming “How the West Was Won” by MGM-Cinerama with historical museums throughout the countrySpecial kit material containing ideas for use of western historical displays in museums are being sent to all Cinerama theatres. For another MGM-Cinerama presentation, George Pal’s “Wonderful World of the Brothers Grimm,” the 24-karat gold cloth Princess gown worn by Yvette Mimieux in the film, will be sent on a worldwide tour along with release of the picture. The dress, which will be made in triplicate, will be displayed on manikins especially made to resemble the actress in her role as “The Dancing Princess.” Also duplicated will be the crown and the upswept hair style worn by the star. Security Card Gimmick The Manos Theatre, Tarentum, Pa., offers free matinee tickets in a plan based on the last digit of a person’s social security card. In the initial week of the plan, two-for-one admissions were registered 1 to 6 p.m., when social security cards were shown to the cashier with the numbers ending with zero; for the second week, the lucky numbers ended in 1, then in succession from 1 to 10 (0), and again to start with the number 1, etc. Drops His Trailers Lester Stepner of the Evanston Theatre is reportedly dropping all coming attraction trailers. Another innovation he has adopted is to serve coffee to patrons in their seats. CITATION WINNERS FOR FEBRUARY 1962 D. J. Goodman, manager, Gaumont Theatre, Wood Green, Middlesex, England. His Ssuccessful Amateur Film Festival conducted in cooperation with three camera clubs brought major goodwill and publicity to his theatre. Robert Corbit, advertising-publicity manager for Paramount Gulf Theatres, New Orleans. For skillful adaptation of attraction ads, specifically on “September Storm.” Louis Wiethe, Valley Theatre operator, Cincinnati. For his excellent campaign for “El Cid.” A. R. Stark, manager, Englewood Theatre, Independence, Mo. For industry and imagination in promoting “Blue Hawaii.” Tom Williams, manager, Vernon Theatre, Mount Vernon, Ohio. Proficiency in general promotion. Jim Connor, Lamar Theatre, Lamar, Colo. For his Shopping Spree and Bachelor Auction promotions in behalf of “Bachelor in Paradise.” Carl Ferrazza, operations manager for Shor Theatres, Cincinnati. Proficiency in general promotion. Robin Wightman, city manager, Rowley United Theatres, Little Rock, Ark. Public relations ad. Sam Gilman, Loewis State manager, Syracuse, N.Y. Theatre displays. George W. H. Spratley, manager, Odeon Hyland Theatre, Toronto Ont., Canada. Alert showmanship. He capitalized on the twist dance craze by turning his concession stand into a Peppermint Candy Lounge. Despite Wind, Snow and Big Cage Game, Jalopy Giveaway Pulls in Fine House The cold wind howled and the snow whitened out much of the visibility; on top of that, the local high school team was playing its regional championship game. For sure it would have been a cold night at the boxoffice of the State Theatre in Fostoria, Ohio, except for one thing! And that thing, making all the difference in the world at the boxoffice, was a jalopy giveaway which C. V. Mitchell, manager, had been promoting for six weeks. The night’s gross was respectable for any time of the year despite the snowstorm and the big basketball game. It was Mitchell’s second annual jalopy giveaway. Coupons were given to ticket buyers for six weeks previous to the Friday night drawing. All people had to do was sign their names and deposit the coupons in the lobby. The jalopy was parked in front of the theatre on Friday nights during the promotion, and the balance of the time at the dealer’s who donated it. Mitchell distributed heralds through Kresge’s, Montgomery Ward’s and Murphy’s stores, being placed in customers’ bags at the checkouts. Of course, the heralds mentioned the car dealer. The latter also passed out heralds and coupons through his parts department. The giveaway was plugged in the Friday evening Teen Page sections of the local newspaper. In short, news of the giveaway was well disseminated around town. The dealer who gave him a car last year had gone out of business so Mitchell had to find a new one. He sold a prominent car dealer by showing him how advertising would appear away from his business, on the screen, on the heralds and on the coupons. He was very happy with the results and told Mitchell; “See me the next time you want another jalopy, Mitch.” Entire Review in Ad As proof of the high quality of “Whistle Down the Wind,” the Strand Theatre used the entire review of the picture by Bradford F. Swan, Providence (R.I.) Journal JolBulletin critic, in the form of a newspaper ad. Swan had written that it was a “wonderful film * * * as strange and marvelous as ever a movie can be. Photographically, simply immense.” 4 — 48 — BOXOFFICE Showmcmdiser :: Mar. 19, 1962