Boxoffice (Oct-Dec 1962)

The Wisconsin-Upper Michigan Florists Ass'n saluted the motion picture industry at its recent two-day convention in Milwaukee, building a number of floral decorations around film displays and film exhibition. Al Jahncke, U-l office manager at the Brewer City, furnished all the props and material, which were spread around the entire fifth floor of the Schroeder Hotel. Manager Joe Reynolds of the Tower Theatre, where "If a Man Answers" was playing at the time, reports the convention tiein gave him some extra admissions. The floral group also used the film industry theme in floral designs at the Wisconsin State Fair. You Don't Have to Give Up Kiddy Trade With Art Films; Here's How It's Done Phone Call Chances On Puhlicily Find When Morris Steinman was given the job of promoting the opening of “El Cid” at the Strand in Milwaukee, he looked around for some impressive name or event to stir up theatregoer interest. Charlton Heston, the star, was on location in Madrid, and unavailable, as were other members of the cast. However, he recalled that Heston had married a girl from Two Rivers, only 95 miles from Milwaukee, and he put through a phone call to Mrs. Heston’s parents, and was pleasantly surprised to discover that the actor’s wife was visiting there. He told her: “Mrs. Heston, never did I expect to find you in Two Rivers. You know we are opening at the Strand Theatre here with your husband’s picture, ‘El Cid.’ Well, my idea was to phone your parents, and ask them to come on down to Milwaukee for a little family party and dinner, and then attend the performance afterward. But, with you there, how about bringing your relatives?’’ After checking with parents and other relatives, she agreed to drive to Milwaukee the next day. Steinman, Allied Artists publicist from Minneapolis, lined up radio, television and newspaper interviews, worried a bit that Mrs. Heston might not agree to the merry-go-round. But, she assured him she would be happy to do what she could. Accompanying them on the publicity rounds was Estelle Steinbach, manager of the Strand. Mrs. Heston was asked questions, such as, “What kind of a man is your husband to live with . . . How does it work out when he gets into character for a picture . . . What character role made him most difficult to live with, etc.’’ Steinman says Mrs. Heston was “terrific.” After the publicity rounds, the Two Rivers party was taken to an informal dinner. Besides Mrs. Heston, Steinman and Miss Steinbach, present were the father, L. B. Clark, superintendent of schools at Two Rivers 42 years; two sisters, a brotherin-law, a niece and Mrs. Heston’s dramatic and foreign language teacher at high school. Where's Lost Audience? Some at Dance Halls Now exhibitors can figiure where a part of the famous “lost audience” go besides to television. Some of them go to taxi dance halls! That was part of the formal report of a University of Michigan sociologist as presented before the Detroit city coimcil in a lengthy report over dance hall regulation. Lonely men made up most of the patronage, it was stated by Dr. Charles Perrow in his report — and those who have grown tired of movies, bowling or other entertainment. So the dime-a-dance (now 12 cents) girls profited, it was found. 'Day' in Parents' Movie Guide “The Longest Day” gets considerable promotional assistance from a pictorial article appearing on the lead page of the Parents’ Magazine Family Movie Guide department in the October issue! The Bar Harbour Theatre in the Massapequa Park Shopping Center on Long Island, N.Y., may be referred to as an art house inasmuch as it books a wide variety of pictures, domestic and foreign. However, it frequently makes a pitch for the youngsters and teenage trade when the attraction is right. And kiddy show series are held there in summer and winter. So when Charles Stokes, the manager at the time, opened a booking of “Les Liaisons Dangereuses,” the French snapper, his first step was to post in the boxoffice a sign stating: “Persons under 18 years of age will not be admitted unless accompanied by an adult. Proof must be shown when there is doubt.” Another sign with the same copy remained outside during the three-week nm. FRANK, NOT SENSATIONAL Stokes was frank but not sensational in handling his copy in heralds, displays, ads, etc. His theme was: “Roger Vadim’s uncut masterpiece . . . Some say it’s ovemhelmingly moral — others charge it’s pornographic, lewd! . . . Time magazine says: ‘It’s orderly, intelligent, wickedly funny; clearly Roger Vadim’s best fUm’ . . . 'The picture with the famous ‘bottoms up’ scene.” Copy was in average-size type. Ed Myers, a cartoonist, was a resident in the Bar Harbour neighborhood, and Stokes went to him for a stunt which went over big. Myers was happy to put on a French beret and draw cartoons of patrons who wanted one, outside when the weather permitted, and inside when it didn’t. Tables, umbrellas, etc., were borrowed for a French sidewalk cafe, with original paintings even! The latter were borrowed from a local art school, and actually were for sale. Stokes had another French adult attraction, “Today Is My Turn,” with a cast unknown in this country. Stokes built his promotion around the title, getting nine merchants in the shopping center to go in on a “Tomorrow Can Be Your Turn” giveaway. Each participant put up ten prizes each — for example, a Mobil station, ten car grease jobs. To get a prize, it was only necessary to check off the gift preferred, fill out name and address and drop the herald in a box at the theatre. PREFER CHINESE DINNERS Store managers drew the prizes. About 700 filled-out heralds were turned in. Nearly 70 per cent preferred the Chinese dinner. Later Stokes put over another giveaway called “Today Is Your Turn.” This time it was based on cards. Each participating store received his name printed alone (with film title and other copy) on some 400 cards. All cards were passed out at the theatre. The giveaway, called a bonus, went to each card with the theatre name stamped in a special box. Winners had to take their cards, each with a theatre ticket stub, to the named store. Each participant gave out about ten “Bonuses.” Copy made no attempt at sensationalization. Type in normal size stated: “A Great French Film . . . An exceptional picture,” plus “The most talked-about movie scene of the year!” For “Murder She Said,” a general patronage film, for once, Stokes promoted a “List Agatha Christie Books” contest via 10,000 heralds. BOXOFFICE Showmandiser : : Nov. 12, 1962 — 183 3