Boxoffice (Oct-Dec 1962)

The Palms Theatre in Detroit made effective use of a standee of Alfred Hitchcock by using a live -action stunt on downtown Woodward avenue. A model stood behind a “i-ear window” so that her silhouette could be seen from the street through the drawn shades. She combd her hair, applied makeup and removed her hose while Hitchcock’s recorded voice, broadcast over a PA system, drew attention to the stunt. A lifesize standee of Hitchcock was placed in front of the window and show times were displayed advertising that “No One, but NO ONE,” would be admitted diming the final 30 minutes of “Rear Window.” The stunt was used nightly from 7:30 to 9:30 p.m. It was arranged by redecorating a large vacant store window to look like a brick wall and by lighting the window from the inside so that the model would stand out in silhouette to the viewers on the sidewalk. No one passed by without a look. Theatres in Portland Join Dine-Out Club The Let’s Dine Out Co. “two for the price of one” coupon guest book promotion, which has been successful in Portland, Ore., since June, has added theatres. ’The intention of Jimmy Dm-ante, part owner and head of Let’s Dine Out, was to start with a few top theatres, but the exhibitors were so enthusiastic that instead of a handful of theatres signing, some two dozen, including de luxe downtown houses, top neighborhood theatres and several drive-ins came in. There are 10,000 Portland book holders ^or club members) at present. ’The company advertises heavily, using full-page color ads in the papers, on which some 30 participating restaurants are listed. With the participation of theatres, they will be listed in the ads, and a dinner and show night out advertised. Each guest book is sold for $7 almost entirely through coupons in newspaper ads. Big Want Ad Tieup A classified ad tieup arranged by John Browning, Galveston, Tex., city manager for Interstate Theatres, with two newspapers, the News and the Tr.bune, netted a total of 1,324 column inches of advertising space for “The Music Man.” Art Film Press Material Lashed by News Critic The “tone and flavor” of the promotion for some art films upcoming at Chicago theatres di'ew a lashing in the Chicago American by its motion picture critic, Ann Marsters. After quoting parts of the press releases on “La Notte Brava,” which opened at the Carnegie Theatre, and “Leda,” at the World Playhouse, she observed : “Perhaps it is time to start wondering what om censor board is for. After all, Chicago does have a new movie censor board — but the only audible protest it has made has been against the nudity of some natives in the deep jungles of Dutch New Guinea . . . No — I’m really not in favor of censorship; just very much against motion picture producers who create a need for it.” Miss Marsters concluded that she was not condemning the pictures, only the publicity releases attached thereto. Bergman Film Festival The Town Theatre at Chicago arranged a three-week festival of Ingmar Bergman films, 12 pictures in all, including Illicit Interlude, Three Strange Loves, The Magician, Brink of Life, ’The Naked Night, Secrets of Women, The Seventh Seal, Smiles of a Summer Night, Wild Strawberries, Torment and The Devil’s Eye. Music Contest Has Long Staying Punch Asa Booksh of the RKO Orpheum in New Orleans arranged with Werlein’s for Music and radio station WWL for an instrumental and vocal contest in behalf of “The Music Man.” The contest was open to nonprofessionals, any age, by filling out a registration blank which could be picked up at Werlein’s or the theatre. Each entrant was called from Werlein’s designating a time to be at the store to demonstrate his or her musical skill on a personal instrument or one supplied by the store. Contestants were encouraged to use a selection from “The Music Man.” Each demonstration was recorded on tape for judging. Announcements about the contest were broadcast daily for several weeks in advance and all during the four-week rim by WWL. A recording of “76 Trombones” preceded each announcement. The winner received a $50 savings bond; the nmneimp got a six-month course at Werlein’s on any instniment chosen, while the third to place received a $25 certificate good on any purchase at Werlein’s. Henry Hildebrand’s All-South Record Sales Co., which distributes Warner recordings, had tieup displays at 100 or more retail outlets. The big newspaper break was a picture in full color of the finale scene from the film, accompanied by a stoi-y, on the amusement page of the Sunday TimesPicayune a couple of weeks in advance, the first time a color photo has occurred on an amusement page in New Orleans. Bob Lippert Promotes Cooperation With PTA Robert L. Lippert has written theatre managers in his Pacific Coast circuit outlining a program of cooperation with Parent-Teacher Ass’n on the local level. The PTA recently urged local units to commend exhibitors who show “good pictures and use honest, good-taste advertising,” and to cooperate with exhibitors in working for good film fare for children and families. Lippert said he agreed with the Theatre Owners of America that this was an open invitation to local theatres to work with PTA when they had suitable pictures. Deejay in Lobby, Band Out Front for 'Music' Jim Tharp of the Bowie Theatre in Brownwood, Tex., went after the teenagers in his campaign for “The Music Man” by getting Riney Jordan, disc jockey, to conduct his hour-long platter program from the theatre lobby on opening night. He also had the band from the Early High School out front playing, which made a great background for the platter progi'am. Opera at Gloversville The one-day Grand Opera Film Festival, which has been presented successfully over the country, was tried out recently at the Glove Theatre in Gloversville, N.Y., by Manager Dewey Van Scoy. Two full-length opera films in color were screened, “Aida” and “Madame Butterfly.” 2 — 1B6 — BOXOFFICE Showmandiser :: Oct. 15, 1962