Boxoffice (Oct-Dec 1961)

creased his ad space to 2 cols, 6 inches, and personally got two friends of the theatre to take ads. The newspaper lined up six other advertisers. The page featured the film title in inch-and-a-half block type, and included about 25 inches of copy about the picture and four illustrations. Blease had several types of leaflets made up, 2,000 all together, and got laundries, news agents (inside magazines), cleaners and other selected shopkeepers to distribute them. He also got the childrens section editor to use a “Pepe” outline cut in a coloring contest, the first such film tieup the newspaper had ever accepted. A rousing rock ‘n’ roll teenage show drew more than a thousand “banner-waving, screaming” teeners to the Gaumont in Wolverhampton. It opened at 10 a.m. on a Saturday, instead of just before midnight as is done commonly in this country. Manager J. Alexander was able to get the local Chronicle to sponsor the event in connection with the teenager section which it publishes. PAPER HELPS ON EXPENSE The Chronicle donated 25 pounds toward hiring of the bands and publicized the show as the Beat Bar Special (admission 2 shillings). Illustrative of copy restraint characteristic of the English showman is a leaflet prepared by J. L. Smith of the Odeon in Loughborough for a four-day showing of “Mr. Topaze” and three days of “The Navy Lark,” which star Peter Sellers and Leslie Phillips, Britain’s top comedians. But despite this offering of the nation’s highest comedy talent, leaflets prepared by Smith contained only one comparative adjective, and no superlatives. The copy simply stated, “You have laughed at Peter Sellers on radio . . . You have laughed at Leslie Phillips on radio, etc.” (see reproductions at begimiing of this article) . The leaflet measured approximately 71/2x8. A staffer dressed in gown and mortar cap to resemble a school teacher toured all parts of town wearing a small sign, “Let Peter Sellers teach you how to laugh in ‘Mr. Topaze.’ ” A doorman in his uniform accompanied the teacher passing out the leaflets. MfF ' t i "C'-ii NEW BfilDCE HOTELS Example of Staff Cooperation in Promotion Apparently it is common for the entire staff to participate in promotions by English theatres. An outstanding example comes from the Odeon Theatre in the Northfields, Ealing, section. When the adjacent community of Hanwell held its first carnival in 25 years, Odeon Manager A. E. Williams booked a circus film, "The Big Show" (the carnival included a circus-zoa) and organized his staff of seven, together with members of their families, into a promotion team to exploit the film via participation in the carnival parade and tours of the carnival grounds. Above, left, shows the Odeon team with the banner, and at right are a couple of staff members in castumes. Talented Staffer Entertains Patrons; Usher Starts Word for Navarone' Talented theatre employes can come in handy to keep patrons in the mood for entertainment during intermissions and prior to showings. That’s the finding of Arthur Wallace, manager of the Belmont Theatre in Los Angeles. Wallace discovered that one of the theatre employes plays the guitar and sings popular songs. During intermissions, when patrons are crowding around the concession stand, the strolling employe entertains. Wallace has found that the idea brings the patron in closer touch with the manager and employes and results in elimination of much patron impatience while waiting for snack bar service. Sam Mills had an effective ballyhoo on “The Guns of Navarone” when it played at the Strand Theatre, Lexington, Ky. Mills dressed an usher in a guard’s uniform, which he made at the theatre. The uniform consisted of an old doorman’s hat, with badge, shirt, pants and a toy pistol and holster. Sam then gave the usher a brief case posted with the copy: “CONFIDENTIAL . . . The Most Exciting Motion Picture You Will Ever See! Now at . . . etc.” The boy walked around town, stopped in busy stores, and otherwise made his ◄ • A truck, passenger car or Jeep may cover more territory but a hand cart combination may give just as much effective exposure for the picture message simply because it can be routed through the areas where the most potential patrons are. And its slower motion can be an asset! F. A. Connett, manager of the Gaumont Theatre in Weymouth, Englond, prepared inexpensive leaflets which he had the handcart pusher pass out as he walked through the main centers at the sea shore town where window and display sites are not obtainable. presence known. The usher also rode the street cars in Lexington during the busy hours and sat in front so the people could see him as they got on. All in all, this was a pretty smooth way of merchandising this movie and creating word-of-mouth! Caroline 'Parrish' Set Contrasts Leaf Farms The Earl Theatre at Ahoskie, N.C., is in the tobacco country, so when Carroll Askew, Earl manager, announced “Parrish,” he put up a special three-sheet board in front with signs, “See the Difference in How Tobacco Is Grown in Connecticut Than in North Carolina,” which got excellent attention. Askew reports he had his cashier make new curtains for the boxoffice from a material which looks like it was designed for theatres. It has the names of famous theatres and reproductions of theatre tickets on it. He says it adds class to the theatre. Travel Hints Booklet Is 'September' Giveaway Fabian’s Palace in Albany, N.Y., placed on a table near the exit section of the lobby, for pickup by patrons, small, attractive “Passports to Travel Hints,” from the stars of “Come September” prior to opening. Stamped on the back of each booklet was “Palace Theatre, Albany, N.Y., and the starting date. The giveaway, which includes photographs of Rock Hudson, Gina Lollobrigida, Sandra Dee, Bobby Darin and Walter Slezak, as well as scenes from the film, has capsuled information on passports, vaccinations, traveler’s checks, foreign currency, size translator, handy money converter, etc. It is available from Universal. BOXOFFICE Showmandiser :: Nov. 6, .1961 — 179 — 3