Boxoffice (Oct-Dec 1948)

It's Dasher, Dancer, Prancer and Vixen Frank Denehy, manager of the Orange (Mass.) Theatre, came up with this traffic-stopping Christmas display which also landed on the front page of the local newspaper. Well illuminated on the roof of the Orange, and visible to all street traffic, Denehy got the idea at an auction where he picked up the sleigh (it's real) for 25 cents. Goodwill Promotion Cued by Safety Tiein An institutional goodwill tieup devised by Hugh Borland, manager of the Louis in Chicago, brought wide newspaper publicity and resulted in many complimentary letters from civic organizations. Borland imprinted 10,000 cards with a safety message tied in with Mayor Kennelly’s citywide drive to reduce accidents and deaths caused by jaywalking. The cards were distributed to southside residents in a houseto-house canvass, and to theatre patrons. Many stores in the community handed them out to customers. The safety card was blown up and carried by two Western Union messengers through the Loop and presented to the mayor with a telegram. The card was later placed on exhibition at the National Safety convention by the mayor. The stunt received wide attention both in the press and via radio. Stage Quiz Broadcast Draws Midweek Crowd A stage quiz called “What’s Your Answer?’’ is attracting good midweek crowds for Lyle Prue, manager of the Milford Theatre, Milford, Del. This is a half-hour show which is broadcast the following afternoon over station WDOV from a recording made on the theatre stage. A department store provides prizes for winners and for listeners or theatre patrons who submit questions which are used on the quiz. The program gets constant plugging from WDOV. Prue recently concluded two successful benefit shows under the sponsorship of a grad® school class and the High School Athletic Ass’n. Sporting Goods Tieup Assists 'Ruth Story' A good example of how much can be done with a window display is the one arranged by A1 Wheeler, manager of the Ambassador, St. Louis, to promote “The Babe Ruth Story.” Through a tieup with Leacock’s Sporting Goods Co., a full window was given over to an exhibit which featured several life-size cutouts of Babe Ruth in various batting poses. Grouped attractively around this were photographs of the Bambino at different stages of his career. Articles of baseball equipment had identifying cards, all tied in with the picture title. Theatre and playdate signs were all over the place. The store is located on one of the principal downtown thoroughfares, on a corner which is a bus stop. Ice Stunt of Doorman Is Solid Exploitation George Bannon, doorman at the Auburn • N.Y.) Theatre, is an exploitation conscious employe. Prior to the run of “Secret Land,” Bannon suggested that two one-sheets with playdates be backed up and frozen inside an oversized cake of ice. Passersby were asked to guess the weight of the huge block, with passes offered for those who came nearest the correct weight. Cooking With Gas Walt Brubaker, manager of the Wooster • Ohio) Theatre, has lined up a winter cooking school session. A gas appliance company and a furniture store are co-sponsors of the tieup. A fully automatic $240 Caloric gas range and 20 other prizes are being displayed in the Wooster lobby as part of the advance buildup. Appearance of Star And Teasers Help Exploit 'October' 'The world premiere of “The Return of October” at Loew’s Theatre, Louisville, Ky., was distinguished by the appearance of Terry Moore, a star of the film. George Hunt, manager, arranged a typical Hollywood opening with army antiaircraft searchlights giving a brilliant touch to the proceedings. Kentucky National air guard units participated in a parade to the theatre. As a climax. Miss Moore was inducted into the guard as an honorary sergeant in stage ceremonies broadcast to a radio audience. RADIO A SPEARHEAD Radio promotion spearheaded Himt’s advance campaign with free time promoted over WHAS, WAVE and WINN. 'Trailers, lobby displays and special window posters were used to inform the citizens of the premiere. Walgreen stores distributed lucky numbered coupons to customers, the winners receiving free tickets to the opening. Each store plugged the stunt via 40x60s and interior displays. In Lexington, Ky., the picture opened without benefit of Miss Moore’s appearance at the Ben Ali Theatre. Bob Cox, Schine city manager, and George Pugh, manager of the Ben Ali, traveled to Louisville and arranged for the star to make transcriptions which gave the Impression that she was being interviewed by each of the Lexington disk jockeys. The transcriptions were then brought back and used locally with excellent results. SCREENING FOR NEWSMEN The Schine theatremen held a screening for a selected group of newspapermen, radio commentators and theatre personnel. At this time it was decided to build the promotion campaign around the word “schnookle” which is used in the film. The University of Kentucky was brought in on this deal and widespread use of the word via radio publicity resulted in its common use among residents of the community. A newspaper teaser campaign started the ball rolling with “schnookle” as the provocative theme. One hundred photos of Terry Moore were presented at KU and Transylvania College with copy, “If you want to know what a schnookle is, see me Sunday at the Ben Ali.” Several other stunts were worked with the college students through fraternities and the school papers. A 24-sheet posted in the theatre lobby also helped to stimulate interest in the playdates. Leftover Spooks Provide Thanksgiving Owl Show A Thanksgiving eve midnight show which attracted a good crowd for Frank Love jr., manager of the Tallchief Theatre, Fairfax, Okla., featured a preview showing of “Abbott and Costello Meet Frankenstein." Keynote of the campaign was, “We had a few spooks left over from Halloween so we corralled them for our Thanksgiving show, etc.” Special lobby displays and newspaper ads designed by Love were used to promote the shoyr. —766— 40 BOXOFFICE Showmandiser ■ ■ Dec. 18, 1948