Boxoffice (Oct-Dec 1962)

New Twist for Preview: Local Champ Exhibits His Skill for Film Guests A Columbia “all that’s tops in pops’’ production was distributed in England as “It’s Ti’ad, Dad’’ and in the U.S. as “Ring-ADing Rhythm," its 18-odd younger set platter favorites from both sides of the Atlantic, ranging from Helen Shapiro and Craig Douglas to Chubby Checker. Foi'warded to Boxoffice Showmandiser are two campaign booklets on this screen bit, one from B. Ian Ci'aig, who manages the Odeon Theatre in Cardiff, Wales, and the other from H. N. Minnican of the Gaumont in Sunderland, Durham, England. Manager Craig’s press show (preview) , held a week or more prior to a Sunday opening for a seven-day mn, is of special interest because it set up good newspaper space, 121 inches, much of it in advance, which he values at more than 250 pounds (approximately $650). Fii-st he had a couple of striking displays at the preview. Secondly, he put on a twist and jive exhibition headed by Cardiff’s own Terry EUis, described as the 12-hour twist champion of Wales! With Terry was a couple of other performers, Jill Adams, twister, and John Meilan, clarinetist. He promoted a letter-writing contest, based on “Will Helen Shapiro last?” which was conducted by the Teenage Post section of the South Wales Echo, starting two weeks in advance. Prizes were albums and tickets. Several hundred entries convinced the editors that this was one of the most popular contests sponsored by the paper in a long time. The campaign put on by Manager Minnican at Sunderland, in the words of his Odeon supervisors, was “excellent coverage — a first-class, hard-working effort.” He Here's o variation from the routine sandwich board sign for street ballyhoo. The circular "stop sign" can be carried as shown here or lifted high above the shoulders. The ideo comes from Cardiff, the famed seaport in Wales, where Manager B. Ian Craig had the above couple parading the streets for the twist and jazz musical (titled "Ring-A-Ding Rhythm in U.S.). A new twist for a press preview comes from the other side of the Atlantic. B. Ian Craig, manager of the Odeon Theatre in Cardiff, Wales, got Terry Ellis, 12-hour twist champion of Wales, and his partners to give a twist and jive exhibition at the press showing of "It's Trad, Dad," titled "Ring-ADing Rhythm" in the U.S. Note the musical instruments display in the background. had displays at all important places, record dealers, a ballroom, road junctions, etc.; distributed 2,000 double-sided folding leaflets, and 1,000 Helen Shapiro autographed pictures, and imprinted 2,000 paper bags for shopkeepers. An “It’s Trad” band contest was promoted at a local ballroom. Pinpointed Promotion Pays Off in Big Way With reissues doing a fair share of today’s business, the Eastown Theatre in Des Moines reports that “Country Music Holiday” performed much better than average, pulling in three times normal boxoffice receipts on a three -day weekend booking in the neighborhood theatre. Limited-budget promotion was pinpointed through KWKY, Des Moines’ Country Music radio station, and Smokey Smith, the station’s western dee jay. KWKY had a booth at the Iowa State Fair at Des Moines. The Eastown got permission to put up a 22x28 at the KWKY fairgrounds booth announcing the coming of “Country Music Holiday.” Heralds were passed out to visitors at the booth, most of whom were country music fans. It pays to advertise — and it pays double when the advertising is earmarked to a special interest audience. On the bill with “Country Music Holiday” was “Big Country.” Long 'Requiem' Review Walter Hawver, amusements editor for the Knickerbocker News at Albany, N. Y., devoted a whole column to his review of “Requiem for a Heavyweight,” opening at the Palace Theatre. Family Glamor Wins Shower of Publicity A Most Glamorous Mother and Daughter contest was good for over $1,000 worth of publicity. The place was Leeds in Yorkshire, England, and the picture was “Pocketful of Miracles” at the Odeon 'Theatre there. The manager, J. D. Hole-Gale, had some trouble getting the contest accepted, but the Yorkshire Evening News (circulation 113,000) finally gave its okay. Entry blanks were printed in the paper. Judges were Jan Storey and wife, hair stylists, and a beautician. 'The several hundred entries were sifted down to 12 by the newspaper staff. These dozen motherdaughter pairs then had to appear at the theatre to undergo 15-minute interviews by the judges. This occurred two weeks before the opening of “Pocketful of Miracles.” The Evening News publicized the event as a Family Glamor competition. An interesting detail is that the judges were supplied grading sheets by which they rated the contestants by points on these five factors: personality, poise and confidence, conversation, appearance and glamor and intelligence. 'This made sure the final selection was based on other things than personal impression. The prize, put up by the theatre through United Artists and the Odeon-Rank company was a glamor trip to London, including fur coats for the day. Passes to the theatre went to runnersup. The contest opened about three weeks before playdate. Hole-Gale had 1,000 serviette (paper napkins) overprints distributed to seven restaurants, 1,000 tiein taxi cards supplied to cab companies, 2,000 strip folders passed out at the theatre and selected spots, record shop displays (Sinatra) , 20 window stickers (cards), and 1,000 handout sheets from block supplied by the distributor. Castro's Last Will Wins Circular Spotlight LAST WILL and TESTAMENT of FIDEL CASTRO . . . PREMIER BUTCHER, FAMILY and FRIEND MURDERER OF CUBA . . . Dated, the Sooner the Better! These were the only words on one side of a folder (3%x8V2) gotten up by Bill Samuels, manager of the Rialto in Denison, Tex. The inside space was devoted to the purported will of Castro, about 70 per cent, plus an ad for “No Man Is an Island,” about 30 per cent. What’s the connection? Samuels’ explanation was simply: “This will and testament is, of course, just wishful thinking and it won’t be long till it’s true ... In the meantime let’s relax at your Rialto Theatre . . .” followed by “Island” copy. A Pigeon Problem Ad! Quick-witted A1 Davis, manager of the Englert Theatre at Iowa City, Iowa, took advantage of the local awareness of pigeons to provoke some laughs with his theatre ad. The city has been having “pigeon problems” and the theatre ad read: “If you think the pigeons took Washington street — That’s sad . . . Wait till you see the ‘Pigeon That Took Rome’ ! That’s FUN.” 4 — 192 — BOXOFFICE Showmandiser :: Nov. 26, 1962