Boxoffice (Oct-Dec 1962)

The Phantom Rises Again ... at Console Of Theatre's Renovated Pipe Organ The Theatre Organ Club, which renovated the big Wurlitzer organ in the downtown Plaza Theatre some time ago, started The Phantom rises from the pit . . . a “whispering” campaign for “The Phantom of the Opera” opening at the 2,300seat El Paso, Tex., first-imn. The Hacienda Players, a Little Theatre group, helped one of the organ players to get himself up like the Phantom in the film in preparation for the promotion. As the house lights dimmed, an organ roared out with Bach’s “Toccata” and Fugue in D, which are played by the Phantom in the picture. Many patrons turned to the screen, but were amazed when it remained dark. In the darkened house, the huge console of the Mighty Wurlitzer pipe organ slowly rose from the pit with seemingly nobody at the keys. The organ interlude continued until suddenly the organist for the club, Don Shearer, returned to the “Toccata’ theme. As he did, the main auditorium lights were brought to full brilliance. Don, di’essed in black complete with cape, turned to the audience and, holding his hands in front of him as if to shield himself from the strong white lights, allowed the capacity crowd to get a good look at his face. Heavily covered with makeup, he was a dead-ringer for the Phantom of the film! It was very impressive. The stunt was deliberately underplayed by Bill Chambers, manager, who figured that if he gave people something to talk about, he would have a first-class promotion. The stunt, repeated daily before each showing of “The Phantom” advance trailer, and during the run before each performance turned out to be just that. Thus the old theatre organ was made to pay off again, both in publicity and enjoyment for the patrons The Phantom with Manager Bill Chambers . . . Charles Stokes Moves; 10,000 "Lolita' Folders Charles Stokes’ first promotion at the Plaza Theatre at Patchogue, Long Island, N.Y., was in behalf of “Lolita.” Stokes was transferred late in the summer from the Bar Harbour Theatre, also on Long Island. Being new to the town at a theatre comparatively new, Stokes set out to get the theatre name and title before as many people as possible. First he had 10,000 folders, 8V^x5V2, printed in the style he favored while at Bar Harbour; namely, dignified, stage program format with paid advertising on one of the four pages. The Andre chain of beauty salons was his first advertiser. Some 100 .special S'/axll window cards on pink stock had simply: “How Did They Ever Make a Movie Like ‘Lolita’ . . . All ‘Lolitas’ over 18 years old will receive a free pair of Lolita sun glasses, also will be admitted free,” plus player names, theatre and address. These cards went into store windows in a radius of 20 miles. For outside ballyhoo, Stokes borrowed a Buick white convertible, dressed a girl up as Lolita with her glasses and lollipop, and a chaperone. The Plaza assistant manager, accompanied by an usher, drove Lolita and her chaperone, sitting on the convertible back, to shopping centers, etc., a total of 75 miles, handing out lollipops and programs. This was on a Saturday opening day. The next Saturday, the ballyhoo was repeated with a borrowed Chevrolet convertible, which traveled about 115 miles. Stokes reports there was a sellout the first Saturday. The film ran three weeks. Theatre Display Gets 'Hatari!' Merit Across “Hataril” displays up two weeks in advance got the appeal of this top attraction across and the Hollywood Theatre at La Crosse, Wis., enjoyed an excellent run. Joseph Bronk, manager, reports his lobby and front included scenery painted by a staffer, a full-size jeep, three miniature jeeps and toy animals in a miniature African scene arranged by a florist inside a glass display case. A local car dealer furnished the jeep, something very unusual in the Hollywood lobby. Change 'Miracle' Ads Some theatres have changed the ads for “The Miracle Worker” from the conflict approach to “tender” copy . . . “So Rich in Joy. So Touched With Love!” 'The Miracle Worker' For Deaf at Discount Approximately 150 handicapped persons from New Orleans and Baton Rouge turned out in response to an invitation by Frank Henson, manager of Loew’s State Theatre in the Crescent City, to a Friday evening showing of “The Miracle Worker.” Most of the 150 were deaf and speechless. 'The invitation cards were good for a special discount admission price. Father C. J. Springer, spiritual director of St. Mary’s Catholic Deaf Society, wearing rubber gloves sprayed with a fluorescent paint, served as naiTator via the sign language. An ultraviolet light spotted on Father Springer made only his “talking” hands visible in the darkened auditorium of the theatre. GETS POTENT PUBLICITY 'The discount showing for the handicapped was the springboard for potent publicity, both before and after, on the radio and television and in the newspapers. Father Springer took over the Second Cup TV show on WDSU Monday after the showing and frequently cited “The Miracle Worker” as a powerful example to inspire deaf mutes everywhere in their efforts to speak and read and lead happy and useful lives. He used stills and film strips to illustrate his guest talk. All the newspaper columnists and film writers devoted substantial space in high praise of the picture. Bob Sublette of the States Item referred to the filmization of the struggle of Helen Keller up out of the darkness of her double affliction as the “season’s finest” motion pictiu’e. HIGH CRITIC PRAISE “ ‘The Miracle Worker’ is easily the finest American screen production of the year, and takes its place in the ranks of the really intense and moving dramas of all times,” Sublette wrote. This writer said the young directors and producers are responsible for a revival of motion picture art. Henson and assistant Bob Ragsdale also arranged an all-media search for a relative of Helen Keller, and came up with a niece, Mrs. Katherine Erwin. She appeared on a WWL program and related memorable moments and impressions of her close association with the blind-deaf woman who is the subject of “The Miracle Worker,” and her equally great companion and teacher, Annie Sullivan. 'Tramp' and 'Angels' Bill Potent in Albany, N.Y. The package made up of “Lady and the Tramp” and “Almost Angels” drew lineups at the Palace Theatre in Albany, N.Y., the first four days. Many parents queued up in the chill and drizzle with their children, disproving in this case, at least, complaints that a “Family Picture” rating is the “kiss of death” at the boxoffice. The Simday afternoon lineups at the 2,809-seat house were particularly impressive. The predominant ages ranged from tots in parents’ anns (around 3) to 14 or 15. Two cashiers were busy on the Sunday afternoon. Manager Bill With reported a potent business at the concession stand. Admission for children was 50 cents. 2 170 — BOXOFFICE Showmandiser ;; Oct. 22, 1962