Boxoffice (Oct-Dec 1940)

PRACTICAL IDEAS BY PRACTICAL SHOWMEN SqUIii^ SQat6 A Tavern in the Lobby — Sam Badamo, assisted by Bob Munzner, transformed the sedate College Theatre in New Haven to the Old Opry House for “The Villain Still Pursued Her.” The barker, that fellow with the high hat and cape, stood in front of the house, calling to one and all to enter. At the bar in the lobby, here pictured, pretzels and promoted soft drmks were offered the patrons free. Ushers and cashier were attired in the best Bow’ry manner, and a photographer, with old-fashioned tin-type chin rests, too, had his place in the lobby. The latter took candid shots of patrons which were then posted on a bulletin board and the patron identifying himself received a free ticket. A lady of the mauve decade rode through the streets in an old-fashioned carriage, pursued by a villain on horseback. Campaign for "Boom Town" a Boom Itself Chicago — Starting November 21 an entire section of the city of Chicago will be converted into “Boom Town,” because of the dynamic efforts of Ben Cohn, manager of the Frolic Theatre, Warner house in suburban Chicago. The campaign is being paid for entirely by 54 neighborhood merchants. “Boom Town” will play the Frolic, December 8, 9 and 10. A special proclamation from the city ft ■ ^ Deliver Broadcast Direct to Hearer Sheboygan, Wis. — M. Conner of the Sheboygan Theatre here and Jack Keegan, Warner district supervisor in Wisconsin, aided by Louis Orlove, Metro exploiteer, not only went to broadcasting for “Strike Up the Band," but also assured themselves that the broadcast would be heard. Having bought time on the local station for the "Band" transcription, the program set for Saturday afternoon, the trio sent out ten attractive girls with portable radios to station themselves at strategic spots around town, with each one's radio turned on full blast. When the transcription came on the town heard it. J council with permission of Mayor Kelly, was issued by the section’s alderman, stating that the area, a distance of seven blocks, is to be called “Boom Town,” for a period of three weeks starting November 21. Photos will be taken by the staff photographer of the community paper, in Mayor Kelly’s office showing the mayor handing the proclamation to the committee of the section’s Business Men’s Ass’n. Elect a "Mayor" Five thousand vote ballots are being distributed throughout the neighborhood and stores to detennine the most popular merchant. He will be Mayor of Boom Town for the three-week period. Ballot boxes for “voting” are located in theatre lobby. The store of the elected “Mayor” will be decorated with large signs proclaiming: “Headquarters of the Mayor of Boom Town.” A telegram will be sent him asking him to send a congratulatory wire to Mayor Kelly. Photostatic copies of the telegram to be sent merchants on the street. Window steamers will be furnished to merchants cooperating in this campaign. The first window streamer will read: “Shop and Save With Merchants in Boom Town.” After Thanksgiving, a second streamer will be given merchants reading “Do Your Christmas Shopping Early With Merchants in Boom Town.” This streamer will be done up in holiday colors. Colored pennants will be stretched from lamp post to lamp post and in the center of each string of pennants will be six pennants reading: “Shop in Boom Town.” Street decorations will be placed all over the neighborhood. A large flag will adorn ends of the street and a large pennant will read “Welcome to Boom Town,” on one side, and on the opposite side, “Leaving Boom Town — Call Again.” There will be a ribbon cutting ceremony with the alderman, the Boom Town mayor, and the committee present. Contests in Paper In cooperation with the community paper, there will be a missing letter contest running three weeks. One hundred passes will be awarded each week. Contest will run in advance of feature playdates. All merchants will wear cowboy hats similar to those worn by the male stars in the picture. Mimeograph sheets will be made up and distributed house to house in the district, carrying names and addresses of merchants there. A photostatic copy of Mayor Kelly’s proclamation will be distributed to all merchants in this plan for their windows. Cardboard arrows will be placed on posts reading: “This Way to Boom Town.” Sidewalk stencils will be placed on all corners reading: “You Are Now in Boom Town.” Second stencil to be placed with copy: “See ‘Boom Town’ at Frolic Theatre December 8, 9 and 10. A mechanical display of oil derricks will be placed in the theatre lobby for three weeks prior to the opening of the picture. Distribute Fan Photos Spot announcements on station WAAF will announce playdates. Starting November 21, a card trailer will be placed on the screen with the following copy: “Shop and Save With Merchants in Boom Town.” After Thanksgiving a second one card trailer will urge: “Do Your Christmas Shopping Early With Merchants in Boom Town.” Three thousand imprinted photos of Claudette Colbert will be distributed at the theatre. The entire campaign was arranged by Ben Cohn, manager of the Frolic; F. Buckles, assistant manager; BUI Bishop, head of M-G-M exploitation in Chicago; Gene Rich, assistant to Bishop, and Larry Stein, advertising and publicity director for Warner Theatres in Chicago. (i — Better Than a Two-ior-One Kansas City — Apparently endeavoring to assure a well-filled house, the Fox Gladstone, a neighborhood theatre, recently advertised free passes to a future show for those who would sit through a double horror show billed for a Saturday midnight. (To this, of course, they were to pay). The ad, appearing in a neighborhood paper, advertised the “Demon Barber of Fleet Street" and "The Ghost Walks" as the dualler, and challenged, "if you can sit through one of these blood-curdling pictures you will be given a free pass, good any time within the next two weeks. 68 BOXOFFICE :: November 23. 1940