Boxoffice (Oct-Dec 1939)

SELLING SEA TS YOUR GRACIOUS HOST FROM COAST TO COAST The Gotham TheHrahe The^lachstone I ^elleuieui Siltmore A«S.KiRKEBY/ Managing Director KIRKEBU HOTELS DeHaven Plays on Parking Law to Sell "Mr, Chips" Highland Park, Mich. — A. Milo DeHaven, operating three houses here for the Belmont Theatre Co., utilized the new local parking meter law in selling “Goodbye, Mr. Chips.” He distributed attractive yellow car circulars reading “Police Will Not Interfere If You Attend ‘Goodbye, Mr. Chips’ ” and he placed exploitation cards on “One Hour” parking signs which read “Overparking Is Allowed in the Seats of the Woodward-Grand Theatre — On Account of the Showing of ‘Goodbye, Mr. Chips.’ ” DeHaven built up Saturday matinees at the Woodward-Grand by giving away six Charlie McCarthy dolls four straight weeks. They went to those who answered most adequately why they liked Charlie McCarthy or why they shop in Highland Park. 'Under-Pup' Exploited Via Old Model Ford Car Victoria — To ballyhoo the showing of “The Under-Pup” at the Capitol 'Theatre in Victoria, Manager J. M. Robertson used a novel stunt. He secured one of the oldest model Ford cars which was equipped with brass radiator, old-fashioned headlights and all the antiquated gadgets. Suitable advertising matter about the showing of “The Under-Pup” at the Capitol was attached to this car and it was displayed on the streets of Victoria during the showing. Coca Cola Tieup Promoted For "At the Circus" Lewistown, Pa. — A production still from Marx Bros. “At the Circus” was responsible for an effective tieup at the Rialto Theatre. When properly brought to the attention of the Lewistown Bottling Co., the still which displayed a Coca Cola bottle, was used in two cooperative advertisements and ten displays. "Elizabeth and Essex" Premiere Sold Heavily Philadelphia — A gala premiere in the Hollywood style bowed “The Private Lives of Elizabeth and Essex” into the StanleyWarner Boyd 'Theatre here, with the following part of the advance buildup: Forty thousand score cards, with the film ballyhooed on the back, were distributed at U. of P. and Temple U. football games. All S-W theatres carried announcements. Also showed trailers. City Hall told the story in lights above the entrances. Kugler’s Restaurant told the story on the back of menus. Other restaurants followed suit. Ten thousand postcards to women’s clubs members, signed by the president of the Federation of Women’s Clubs and the president of the Motion Picture Forum. Ads in two teachers’ magazines. Screenings for Board of Education officials, women's clubs officers, radio commentators. Announcements on all local stations. Displays in every free library branch. Ten thousand heralds distributed at nine local colleges and universities. High school displays. Serialization of the story two weeks ahead in the Daily News. Seventy neighborhood S-W managers worked up campaigns of their own. Free Booklets to Kiddies To Sell "GulliveT" Hollywood — In exploiting the Fleischer feature-length cartoon, “Gulliver’s Travels,” which Paramount is to release during Christmas week, the studio has completed arrangements to distribute 16 -page booklets on the picture free to children, through the cooperation of department stores. Printed with four-color covers and containing children’s verse, booklets will carry credit for the picture and local playdates. "Babes" Birth Stunt La Crosse, Wis. — As exploitation stunt for “Babes in Arms,” the Rivoli Theatre here gave a $5 cash prize to the first baby born during the run along with a month’s pass for two to the parents. Manager Bill Freise and Maurie Abrams, M-G-M exploiteer, conceived the idea and planted it with the local newspapers. NEWSREELS TUESDAY, NOVEMBER 7 Movietone News, No. 17: President signs neutrality law, orders pickup on coast, U. S. Minister Mrs. Harriman in spotlight, the European situation covering Finland, Sweden, England and scenes on western front, fashions, football highlights. News of the Day, No. 21.5: Embargo lifted, rain on western front, British minesweepers, first German war prisoners. Viking states rally to help Finland, football highlights. Paramount News, No. 20: Repeal arms embargo, rush begins for war supplies, message by Key Pittman, mud takes over on western front, football highlights. RKO Pathe News, No. 32: Repeal arms embargo, Allies mass on western front, British and French test wings, British honor Nazi dead, refugees pouring out of Poland, football highlights. Universal Newsreel, No. 821: British down Nazi planes, ’’General Mud” slows troops, Finns prepare for war, repeal embargo, gridiron thrills. THURSDAY, NOVEMBER 9 Movietone News, No. 18: Test coast defense. corn-husking contest, dogs for Antarctic, tne International Horse Show, trophy for meritorious army flight, ice fashions. Hore-Belisha states war aims, football thrills. News of the Day, No. 216: Belglan-Dutch rulers call for peace, test coast defense, ham ’n eggs lose, corn-husking, the International Horse Show, the Tale-Dartmouth game. Paramount New.s, No. 21: Shipping problems. New York housing project. U. S. army in action, voters say no to pension plan, hockey season opens, six-day bike racers, Cornell beats Columbia. RKO Pathe News, No. 33: Dutch ask peace, midtown tunnel “holed” through, Navajo Indians hold rodeo, Shasta Dam under way, Chilean riders beat U. S. jumpers, U. S. coast defense in action, corn-husking contest. Universal Newsreel, No. 822: Voters say no to pension plan, the Roosevelts vote, river tunnel “holed” through, test navy scout plane, U. S. army tests coast guns, fete Col. Batista, the Horse Show, Dartmouth beats Yale, corn-huskers, homemade auto for $50. 28 BOXOFFICE :: November 18, 1939