Boxoffice (Jul-Sep 1940)

"Pride and Prejudice" Bally Honors Cabby San Francisco— A hunt for the oldest cab driver, who when found was lionized for a day, signalized the pre-opening campaign for “Pride and Prejudice” at the Warfield. Other features of Exploiteer Ed Beck's ballyhoo was the use of increased newspaper space: a luncheon at the Palace Hotel, with a personal representative of Greer Garson as hostess; and a tour of the city in a carriage used decades ago. Twenty members of the Old Cabbies Club were guests at the first showing of the picture. Parade to "Mortal Storm" By National Guard Unit Allentown, Pa. — Preceded by a 60-piece band, a large National Guard unit marched in a body from the local armory to the midnight opening of “The Mortal Storm” at the Rialto. Guard officials furnished powerful lights for the occasion, which received newspaper space and word-ofmouth publicity. Leo Trainer arranged the event. Flag Gilts Please Detroit — Alex Schreiber of the Associated circuit is giving away American flag transparencies for windshields of cars at his boxoffices. Schreiber has already given away 10,000 of these, and the demand is increasing. The flag has no theatre advertising on it whatever, and is given to patrons and non-patrons alike, as a pure form of fostering patriotism and goodwill. Present Miniatures Hartford, Conn. — Warner’s Lenox, managed by Tommy Mailer, is sponsoring a photo miniature gift night every Wednesday, Thursday and Friday evenings. Upon the purchase of one adult admission, the patron may leave a photo plus 25 cents at the theatre and receive some days later a hand colored miniature of the picture. rt ■■ Hail! The 85 Million Chicago — Devious are the paths to logical tieups as any exploiteer can tell you. (Press sheets have their own idea ol logic). At any rate, here is one sequence: Pictures are enjoyed through being seen; seeing is done with the eyes; eyesight thrives on 'Vitamins A and G; Vitamins A and G are abundantly provided by milk and dairy products. Presto! — the tieup between milk and movies. These deductive processes were set in motion by a current survey oi the National Dairy Council which went on to elaborate that Vitamin A overcomes "night-blindness" and therefore aids in the finding of a seat in the darkened theatre; and Vitamin G relieves a burning sensation of the eyes, a boon, no doubt, to multiple feature addicts. ^ "Sea Hawk" Aides New York — Additional merchandising aides the Warner advertising department is providing for “The Sea Hawk,” released August 31, include a life-size standee, six feet high, in 12 colors, and a four-page tabloid-size 11x16 inch roto herald. The inside spread is in three colors and the back page is clear for cooperative imprints. Passes for Smiles Johnson City, Tenn. — In a tieup with the local paper, staff photographers took pictures of persons about town, and those snapped smiling, upon identifying themselves in the paper, received guest tickets to see “I Love You Again” at the Majestic. A goldfish bowl, placed upside down on a table, over a still and billing card and lighted from inside will give the illusion of a crystal ball. Dick Kirsh of the Aldine, Wilmington, Del., tried it for “Beyond Tomorrow.” Cleveland Papers Note "Untamed" Campaign Cleveland— Joe Longo, Loew publicity director, broke into the front pages of all three local dailies with his campaign on “Untamed” on the day before the picture opened at Loew’s State. Footnotes in fine print carried such copy as “Warning! Untamed girl on the loose. At Loew’s State tomorrow” and “Blizzard Warning! For vital weather report go to Loew’s State tomorrow.” All those who showed evidence of intent to marry were admitted free on the opening day of “We Who Ai’e Young” by Manager Jack Lykes of Loew’s Stillman. Lykes also decorated his lobby with hearts, and distributed candy hearts in glacine envelopes to all patrons. Most Winning Smile Nets Pass lor "Andy Hardy" La Crosse, Wis. — The Rivoli conducted a tieup with a local photographer in a plug for “Andy Hardy Meets Debutante,” whereby individuals were invited to have their pictures taken free with Judy Garland’s arms about them. A large cutout of Judy Garland provided the background for the shot and 25 free ducats to the picture were given to those having the most winning smile at the time their picture was taken. Photos were on display at the photographer’s as well as in the theatre’s lobby. Airline Window Detroit — A large card in the American Air Lines window here was placed by Robert Corbin, manager of the United Artists Theatre, for the run of “Pride and Prejudice.” The card read, “American Air Lines announces with great Pride and Without Prejudice luxurious service from Detroit to Chicago and New York.” Then followed two pictures of the stars and theatre name and playdate. PUT Afaaie jUm TO WORK FOR YOU! Date 1940 PRINTING SYNDICATE CO., 4804 E. 9th St., Kansas City, Mo. Without obligation send me complete particulars about your MOVIE TIME weekly news magazine and quote me price for Send samples. Name Theatre Street Address City thousand. State, Establish "personal" contact with your patrons through the newsy, chatty contents oi this weekly newsmagazine about moviedom. And on the back page (left blank for your own exclusive use) you can not only imprint your week's program but also personal messages directed to your patrons and prospective patrons. MOVIE TIME is an attractive little house organ, syndicated yet suited to the individuality of your theatre. Each page (9x12) is filled to the brim with breezy copy, attractively illustrated. It is printed on good quality white book paper similar to this page. MOVIE TIME will work for you in every home into which it is taken; it will interest and be read by the whole family. Put Movie Time to Work for You Now! 82 BOXOFFICE :: September 7, 1940