Boxoffice (Jul-Sep 1940)

U : Page Business Bureau : J Independence, Kas. — A mimeographed throwaway, simulating a letter, was used by Bill Wagner, manager of the Booth, to advertise “Ghost Breakers.” The letterhead read “Ghost Breakers, Inc.” and listed Bob Hope as chief exterminator and Paulette Goddard as v. p. (very pretty). In one corner it informed ‘“Office Horrors — two to eleven p. m.” In another corner “If you’re weary of the eerie, see us, our arrival ends the revival.” Then followed the letter, addressed to Dear Sir or Madam; “Are you host to a ghost? Do they roam in your home? Send us your walking laundry! If there’s a moan, simply telephone. If you’re expecting a spectre, don’t shake — give us a break. We’ll prove they’re fake! “If youi’ house is haunted — don’t let the spirit move you! We guarantee to remove that scalp tingle in one application! “Make no bones about the skeleton in your closets. Spook-spoofing is our specialty. We put the go in ghosts. No need to worry about spirits — we can see right through ’em! Special attention to gates: Reasonable rates.” The final paragraph invited to “Come and see our gag-and-gasp technique in an A-1 job we did for Paramount called ‘The Ghost Breakers’.” Then followed playdate and theatre name, and a list of the cast. The letter was signed, “Thanks for the boogey ride,” and by the title. Full-Page Photo Layout Boosts New Metro Films New York — A full-page photo layout of important fall and winter productions has been made available by Metro in mat or proof form. The publicity page, designed as an exhibitor aid in getting new season lineups imderway, already has been planted in 47 key city papers. The page features “Strike Up the Band” and includes art on “Escape,” “Philadelphia Story,” “Bittersweet,” “Ziegfeld Girl,” “A Woman’s Pace,” “Third Finger, Left Hand,” and “Boom Town.” Patrons Bring Gifts to Stage Wedding Principals Grottoes, Va. — A stage wedding was made into a gala affair by Manager M. M. King of the Grottoes, with gifts promoted from merchants and many patrons bringing gifts as weU. The theatre furnished rice at the door, and the wedding was complete with bridesmaids, flower girls, and all the trimmings. Announcement of the event was made from the stage, by heralds, newspaper ads. Model Contest Torrington, Conn. — A model ship building contest was sponsored by the Warner Theatre in connection with the showing of “The Sea Hawk.” Open only to youngsters under 16 years of age, the contest was held for models of 16th Century ships. The management offered, for first prize, a model kit, and, for the next nine winners, guest tickets. Columnists' Comments Display New York — Copies of columns by Damon Runyon and Mark Hellinger on “Boom Town” are available to exhibitors for use in lobby displays. Civic Welfare Stunt Is A Profitable Move Marysville, Kas. — A civic welfare stunt undertaken by Leonard M. Smith, manager of the Isis, not only redounded to the credit of the house, but translated itself into the material reality of increased business in the days following. Smith, obtaining the cooperation of two merchants, staged a free “Back-to-School” party for the kids on a recent Saturday afternoon. Admission was one large potato, which soon filled a barrel that was presented to the county relief chairman. A dog show was staged in conjunction with the party, at which prizes, provided by the merchants, were awarded the owner of the ugliest dog, the cutest dog, the largest, the smallest, etc. Further publicizing the event, 600 kids paraded the streets before showtime, carrying banners advertising the theatre and the two stores. — Pictorial Press Photo Modern Ballyhoo — 07ie of the modern gadgets in Fox Midwest Theatres’ plan to put oldfashioned showmanship behind the new program is the above ballyhoo truck, shown from two angles. The circuit, headquartering in Kansas City, has four of them. The trucks are whice, with two panels on each side outlined in Neon, plus a back panel similarly accentuated. A Neon sign across the top has two faces reading “Fox Theatres.” One panel section is arranged to let down to form a stage, and this will be used in smaller towns for talent entertainment. (i Can You Help Him Raise His Prices? One of your fellow showmen has asked for data on the method of putting over an admission price increase. It seems he is getting the maximum attendance for his situation and must look to higher admissions for needed revenue. Can you help him? If so, please write to BOXOFFICE, 4804 E. 9th St., Kansas City, Mo. We shall appreciate any clippings, advertising matter, newspaper stories, etc., that help to illustrate the approach. These will be returned if you desire them. : It's Kept Longer : — 'j Devils Lake, N. D. — With copy keyed to pique the curiosity of readers, A. E. Ableson, manager of the Lake Theatre, advertised “They Drive by Night” on a six-inch square card, which when folded down the center, with the addition of a one cent stamp, was converted into a postal card. Copy read; “When Will the War End?” Then followed two boxes, captioned respectively, “For Married Folks;” “For Single Persons.” Four questions inside the first box asked: “(1) In what year were you born? (2) In what year were you married? (3) What is your age? (4) How long married? (5) Add together, divide by two, and get the answer.” Four questions inside the second box asked: “(1) In what year wei’e you born? (2) What is your age? (3) When was America discovered? (4) How long ago was that? (5) Add together, divide by two and get the answer.” Following these boxed questions the card read: “We are not certain this is correct, nor do we know the victor, but we do know that you’ll enjoy the year’s most unusual picture.” A cut advertising feature and stars, and playdate information completed the giveaway-mailing piece. Invite Oil Stock Holders To View "Boom Town" Springfield, Mass. — A stunt that broke the local press and garnered a wealth of word-of-mouth publicity was pulled for “Boom Town” by George E. Freeman, manager, and John W. Wolfberg, assistant manager of the Loew-Poli. In ads, the Loew-Poli invited Springfield residents who had ever purchased fake oil stock to produce such stock at the theatre for free admission. At the busiest time of the day the theatre arranged for someone to announce loudly that he had such oil stock and wished to see the picture. The next day, at about the same time, the same fellow was instructed to come in yelling, “Where’s my oil stock? The dam thing’s struck, and I’m to get $400 if I can show my oil stock.” At this point both Freeman and Wolfberg came out into the lobby to announce “We’re sorry, but all the stock has been burned!” Other publicity for the booking included the mailing of 2,000 postal cards to patrons announcing the film, and the distribution of 3,000 heralds. Several hundred window cards were placed in stores throughout town, and a picture of Hedy Lamarr, with playdate copy, was hung in a prominent place at a local race track. Paper Cooperates Philadelphia — Elmer Pickard of the Ambler has worked up a weekly contest with his local paper. A full page of coop ads is printed, some of which contain an extra letter hidden somewhere. The readers are supposed to find the extra letters, and put them together to spell the name of a star appearing at the house the following week. Prizes are ducats. Pressed Duck New York — A miniature press book on Donald Duck subjects, with a cover suitable for line cut reproduction, is being distributed by RKO as part of a drive during the week of September 13, Donald Duck’s birthday. BOXOFFICE :: September 14, 1940 125