Boxoffice (Jul-Sep 1948)

Triple-Service Radio Is Prize in 'Miracle' Guessing Contest Bob Zens, manager of the Hollywood Theatre in Milwaukee, made a tieup with VideoTronics, radio and television set distributors, for a bean guessing contest to promote “The Miracle of the Bells.” A three-way portable radio, donated by the dealer for first prize, was on display in the lobby two weeks in advance. The merchant also loaned Zens a television set for lobby display during this period. The portable radio is seen in the above photo setting on the television receiving set beside a lobby setpiece. The contest drew over 3,000 entries, and 25 runnersup received guest tickets. The stunt, reports Zens, created unusual interest and paid off at the boxoffice. Zens distinguished himself recently by winning four awards from Standard Theatres for outstanding activities in exploitation. Art Talent of Cashier Aids 'News' in Shawnee Learning that his cashier at the Hornbeck Theatre in Shawnee, Okla., is a good cartoonist, Elmer Adams jr., manager, saw an opportunity to display her talents and use her extracurricular services to promote “Good News.” Accordingly, she made some quick sketches of June Allyson and Peter Lawford, lettered them in with title and playdates, and handed them to patrons buying tickets. This was done for about a week in advance of opening, and though there weren’t enough to go around for everybody, the stunt caused a good deal of talk around town. Insurance Firms Promote 'Crime and Carelessness' When Bill Cooley, manager of the Granada. Kansas City, Kas., played the fire prevention short, “Crime and Carelessness,” he enlisted the help of insurance companies and the fire department. Three excellent window displays were secured from the insurance firm, in return for which Cooley put up a foyer display which plugged his playdates and listed each of the cooperating agents. The latter also ran a 5x8-inch newspaper co-op ad plugging the short. 5,000 Record Shop Heralds Plug Evansville 'Easter' Arthur Groom, manager of Loew’s Theatre in Evansville, Ind., tied in with a local record shop, which imprinted 5,000 heralds on a contest exploiting the opening of “Easter Parade.” The foirr-page heralds, distributed by the theatre and the record shop, contained four pictures of “Easter Parade” stars dancing or singing. Under each picture the names of four tunes were listed. Patrons were asked to select the song to which they believed the stars were dancing or singing. The theatre offered 27 prizes for correct listings. First prize was $15, second $10, and the 25 runners up received a pair of guest tickets. Groom said there was more response to this contest than to any other he could recall. Groom also arranged window displays with record shops and songs from the film were used on the local Music Quiz radio program. A tiein with the City News agency bannered six trucks on both sides recommeding the picture. For street ballyhoo, he had a boy carrying an umbrella on which was painted: “ T’m a Fella With an Umbrella’ on my way to Loew’s to see ‘Easter Parade.’ ” The pictme also got top billing in the Evanston newspaper and a special twocolumn art break. Groom arranged displays at department stores, hotels and cafeterias and arranged with a local tavern to have the organist play the songs from “Easter Parade” plugging the theatre and the playdate. 'Bambi's' Death Denied To Break News Columns J. R. H. Dimsdale, manager of the Queen’s Hall Cinema, Newcastle-on-'Tyne, England, had a unique opportunity to publicize “Bambi” prior to its opening. The idea began with a report in Newcastle newspapers about a deer seen running wild and later found dead in Jesmond Dene near the city. The following day Dimsdale ran a classified advertisement in the Evening Chronicle to the effect that “the manager of the Queen’s Hall Cinema wishes to deny rumors that Jesmond Dene’s deer is Bambi. Bambi can be seen, alive and well, at the Queen’s Theatre all this week.” Dimsdale called all newsmen in the area personally to deny that the deceased deer was in any way related to Bambi, getting many mentions in the news columns. The unusual publicity was a valuable augmentation of Dimsdale’s regular campaign for the picture which included prominent window displays in numerous dealers’ shops. Different Exploitation Puts Over 'Tender Years' James Keefe, manager of the Orpheum, Spokane, Wash., recently illustrated how frequently an average picture can be ballyhooed into a strong boxoffice attraction by using promotion of a slightly different variety. For “The Tender Years,” Keefe screened the picture for members of the Ministerial Ass’n, schools, press, radio and Hiunane society. Each person who attended was requested to fill in a comment card. The comments were then placed on a large display in the theatre, the testimonial board apparently having an effect on readers as the picture enjoyed business far above average. —640— House Erected on Jeep Exploits 'Blendings' For Chicago Date An attractive street ballyhoo was used by Harold Teel, manager of the State in Roseland, on Chicago’s south side, to exploit “Mr. Blandings Builds His Dream House.” He promoted a jeep, built a house around it, and plastered it with copy and scene-stills. This was parkedi in front of the theatre when it was not being driven around town. “Mr. Blandings Invites You to a Housewarming,” was the catch copy lettered on a false front built around the boxoffice and used during the nm. Teel sold a full-page newspaper co-op to the merchants of Roseland, netting the theatre a two-column ad in the center of the page at no cost. Mounted three-sheets were spotted on several building projects in town. Local Girl Makes Good; Rates Roto Magazine A fine opportunity presented itself to Nate Wise, publicity director for RKO Theatres in Cincinnati, when “Romance on the High Seas” played the Palace. Doris Day, starred in the film, is a local girl and as a result Wise landed a two-page spread in the rotogravure magazine of the Enquirer, a rarity for this section. In addition a screening for Doris Day’s mother and other members of her family, together with her favorite physician, lawyer, dentist, dancing teacher, etc. All three newspapers went for this story, two of them running art and readers, and the third coming through with a two-column break. The local features on Miss Day was played up in all advertising, advance lobby displays, and in front. Radio spots, purchased and free, also made use of the “local girl makes good” angle. Twin Sisters on 'Sainted' To exploit “The ‘Sainted’ Sisters” at the Strand in Vancouver, B. C., Frank MacKenzie, assistant pinch-hitting for the manager, outfitted twin sisters in Victorian dresses and suitcases and signs calling attention to the title, theatre and playdates. The girls traveled downtown during rush hours two days in advance and on opening day. The gag caused a lot of comment. 32 BOXOFTICE Shovwnandiser :: Sept. 4, 1948