Boxoffice (Oct-Dec 1962)

Huge Caricature Head Proves Worth Its Cost on Four-Week Toreadors' Run A huge cutout caricature head of Peter Sellers on the front window of the University Theatre in Toronto directs the attention of passersby to stills and plcydate signs on "Woltz of the Toreadors." Animated eyes rarely failed to stop people passing by on the street for at least a second look. In examining the promotion sheets and ads for “Waltz of the Toreadors,” booked at the University Theatre in Toronto, Ont., Tiff Cook, exploitation manager there for Famous Players Canadian, noted that the caricature head of Peter Sellers, the comedian who stars in this British-made film, was prominent throughout. The pressbook head was “quite clever,” so it was decided to make it a sort of theme for the whole campaign. How this was accomplished is related as follows : “A large 11 -foot masonite head was made with the eye slots cut out. Eyeballs were placed behind the eye holes, and animated to move sideways by means of a geared motor. The head then was attached on the outside of the huge front picture windows of the University Theatre, as in the accompanying photo. “In the center of each eyeball, a blue bulb was placed and this gave an added glint to Sellers’ roving eyes, particularly at night. “This head has been quite an attraction and the passersby often do a double take when they see the eyes moving, and some even stop and look behind to find out what is going on. “We are now in our fourth week and it looks like we will be playing it right through till November 29 when we open ‘Mutiny on the Bounty.’ The cost of this large head was roughly $130 installed and if we play through, this cost will be broken down to $14.50 a week for one of our largest front displays we have ever used.” The caricature head also was prominent in an atop-the-marquee sign, lobby standees, ads, circulars, etc. 'The FPC showmen at Toronto frequently go in for impressive outside displays such as the huge head. Cook and his colleagues made a kio.sk 12 feet high for use in behalf of “The Music Man.” It will be serviceable on a number of films. It is now sitting out in a shopping plaza, carrying signs for “The Wonderful World of the Brothers Grimm” at the Eglinton Theatre. The kiosk, which has a removable top, is made of plywood for durability and can be moved to any desirable spot or repainted for any picture. Cook reports his only problem with the Sellers head is where to store it after he’s finished with it. It is too big for the FPC subm'ban houses, and Cook says his wife flatly refuses to let him bring it home. But maybe, he’ll figure on remodeling it for another promotion. At least, he will be able to make use the masonite. Here is a kiosk, of the style fomiliar in France, in use at Cincinnati as an outdoor promotion piece. Here it is covered with newspaper tearsheets, pressbook copy, etc., for "Gigot," at the Valley. Coffee Wins Friends Al Small Theatre Besides being a good businessman, a successful theatre operator should be skilled in promotion and advertising, one facet of which is the art of creating interest in and making friends for his theatre. Don Horton, who owns the Strand in Mount Vernon, Iowa, sends in a promotion he reports is helping bring in extra customers and creating some interest among the townsfolk. Every Sunday evening, he serves free coffee in the lobby. He decorates a table and back wall with a motif in keeping with the season or current holiday, such as Easter, Halloween, Thanksgiving, etc. Each week he selects a different host and hostess to do the serving. These are couples who live in Mount Vernon, whose names he includes in his weekly theatre ad. Tape on Radio and PA Sets Up Chills for Horror Bill “Horror Hotel” and “The Devil’s Messenger” opened on Halloween night at the Ellis Drive-In on DuPont parkway near Newcastle, Del. ’There was a good crowd despite the rain, reports Jack Schillinger, manager, who relates: “One week before playdate, we plugged the features on the tape before the show and also at intermission time. Utilizing the interview spots with famous monsters such as Dracula, Frankenstein and the Wolf Man, we advised patrons that the deadly get-together at Horror Hotel would start on Halloween night! The same monster interview was used on the local radio station. “Using a three-sheet we mounted flashing red lights in the eyes of the large monster head. This was erected immediately under the attraction sign on busy Route 13. “Also from the attraction sign we hung a dummy with monster, hands dangling, lighted by a spotlight. “During the engagement we altered the taped interviews; instead of the playdate, we advised: ‘That’s what you’re in for tonight here at the Ellis Drive-In Theatre . . . We pay immediate attention when you ring for DOOM SERVICE here at Horror Hotel.’ “Also on the tape we instructed patrons to load up a tray of treats at the concession building instead of devouring their fingernails.” Discounts for 'Zotz!' For “Zotz!” the Esquire Theatre at Amarillo, Tex., benefited from a tiein with the Zale Jewelry Co. Numbered certificates were given out to patrons allowing them a 10 per cent discount on diamond purchases. On the last night of “Zotz!” a number was drawn to award a $100 diamond ring. The holder of the lucky certificate did not have to be present to win. 'Taras Bulba' Star in Pageant Pageant, in its December issue, devotes seven pages to a photo study of Christine Kaufmann, who stars with Tony Cm'tis and Yul Brynner in “Taras Bulba.” — 190 — 2 BOXOFTICE Showmcmdiser : Nov. 26, 1962