Boxoffice (Jul-Sep 1963)

Five high school kids helped in a little promotion which was rated a good success in behalf of "The List of Adrian Messenger" at the Roxie Theatre in Oakland, Calif. Jerry Ayers, assistant manager, is seen at the wheel of the borrowed Buick. Oldtime Guns Highlight 'West Was Won' Display The Heilman Theatre in Albany, N. Y., obtained the cooperation of New York State Education Department for the loan of two oldtime guns with bayonets and of two sabers, for a striking window display at downtown Flah’s store for women in ad loisJ vance of “How the West Was Won.” A w" neatly pointed card acknowledged the cooperation of State Education Department. The guns and sabers were arranged in graphic fashion, between an old, highly painted wagon wheel and a miniature tree trunk. One of the bayonets artistically pierced a “How the West Was Won” window card, which had been laid flat on a grassy substance. A slanting board carried nine color stills from the Cinerama production, with star names attached. Above and to the back was a sign which stated that Flah’s was exhibiting a group of summer fashions, “inspired by the Cinerama production.” David Weinstein manages the Heilman. Imagination and Little Cash Perform Ticket-Selling Promotion for Adrian' Imagination with a little cash sometimes will work wonders. This is the comment of M. R. Medeiros, manager of the Roxie Theatre on 17th street in Oakland, Calif. Medeiros refers with pride to a promotion by Jerry Ayers, his assistant manager, which is pictured above, hailing “The List of Adrian Messenger.” “The entire cost was under $30 and yet Adrian Messenger, in tux and top hat, walked 66 miles from Adrian, Mich., to Detroit's Grand Circus Park, to present his list to Alden Smith, executive head of Cooperative Theatres of Michigan. Smith spearheaded the group of "Proof" theatres which played the picture in Detroit. It was a hot day, so Messenger then went into the park pool to cool off. Proof refers to a first run booking arrangement tried out by Universal in Detroit in which top neighborhood theatres ploy the new releases simultaneously. the results at the boxoffice were well over what we expected,” Medeiros reports. Ayers promoted a free Buick convertible from the local dealer, and rounded up some high school kids who wanted to ride around town all day for the fun of it and a couple of theatre passes each. The signs on the side of the car and some masks, wigs, etc., from a novelty store were the only expense. Little booklets, with pictures of the five stars in disguise, supplied by Universal, were handed out to people all over the city by the Buick riders. “The car was driven around town all day and really got attention. Many patrons asked that night if we really had film stars in town,” Medeiros concludes. Small Dixie Clicks With Varied Booking Policy Bill Crosby, who operates the Little River Drive-In at Wright City, Okla., books a good second-run picture for each Wednesday night and cuts his admission to 50 cents a carload. The airer has 225 in-car speakers, plus a loudspeaker in the rear which he turns on when the 225 ramp places are filled. On Sunday through Wednesday he presents the biggest attraction he can get, on Thursday and Friday the next best while on Saturday he runs three pictures, one of which is a western. He has added a cafeteria style concession stand, twice the size of his first snack bar. His policy is paying off at the boxoffice. Copy for 'Bounty ' A two-column ad on “Mutiny on the Bounty” at the Whalley Theatre in New Haven, Conn., had this copy: “A HIT! * * * ’s Takes you out of today’s humdrum everyday world to the island paradise of Tahiti . . . Not even Cinerama has captured the beauty and excitement of a motion picture such as this.” Frank Ferguson of Bailey Theatres prepared the ad. A 'Dear Patrons' Letter A “Dear Patrons” letter was displayed on a double crown (approximately a threesheet) board by Michael J. Sparks, manager of the Villa Cross Theatre in Handsworth section of Birmingham, England, endorsing “Lover Come Back,” which he had enjoyed at a preview. His endorsement read in part, “This is one of the funniest films I have seen for a long time and I would really like you to share with me this happy entertainment. Films on Car Racing A trio of films devoted to car racing and sports car design is being released August 1 by the Ford Motor Co. for national distribution. They include “Monte Carlo Rallye,” devoted to the famed endurance test in Monaco on sharp mountain roads; “The Winning Ride,” on the 1963 running of the major event at Boynton Beach, and “Mustang,” setting a precedent in filming each stage in the creative development period of a special experimental car. Subruns in metropolitan neighborhood areas can promote profitably. Bob Copes, manager at the Westlake Theatre in Los Angeles, proves this. For "The Birds," he came up with a "Name the Bird" stunt, for which he tied in with two nearby merchants — a photographer and a jeweler. Seen above are the outer lobby posters and displays, with a stuffed raven set on top of the boxoffice. Patrons were asked to name the raven. Winners were awarded framed portraits of themselves. the lie t 4 — 120 — BOXOFFICE Showmandiser : : July 29, 1963