Boxoffice (Oct-Dec 1962)

It's Zany and Negative But It Sells Tickets Bill Ramsey had a booking called “Life Is a Circus” for the Vogue, an Art Theatre Guild operation in Denver, Colo. (We couldn’t find out an5d;hing about the feature but Ramsey describes it as “utterly indescribable.”) In short, he decided on a negative, humorous type of promotion, and came out with a far better gross than if he had handled it in regular, dignified art house manner, he relates. Teaser ads in the Denver papers announced the film as “Nominated as the Worst Pictm-e of the Year . . . The Pictui’e That Sets Movies Back 50 years . . . The Picture You Most Want to Miss,” etc. Folders, 5V2x8V2 inches, featured zany copy and odd-ball illustrations. The fom'pagers were passed out at the Vogue, Paris and Capri theatres, all operated by Art Theatre Guild in Denver. On the front was a hodge-podge of 50-old star names and titles, ranging from Somerset Maugham, Lucille Ball, Dancing Mothers to Terry-Thomas, Garbo and Sam Katzman — with these lines: EACH AND EVERY ONE OF THESE do not appear ... IN LIFE IS A CIRCUS . . . the greatest musical since Ben-Hur. Odd-ball illustrations, having nothing to do with the fUm, and copy filled the other three pages. For example, a back view of two walking men and women, all naked as jaybirds, is explained as : “The leads on their way to the wardrobe where entirely new costumes had been prepared.” A huge gorilla is described: “The hero, one of Britain’s top pop singers, has a voice like Bing Crosby’s.” In brief, the booklet is horseplay, all four pages and all 12 illustrations. Another line: “This film is shown under a nationwide policy of no refunds.” 36 Films on TV Schedule! A total of 36 film titles were listed on a TV Preview and Movie Schedule for November distributed by WFBG-TV, Altoona, Pa. The eight-page booklet measm-ed 5x8. The daily television movie programs and the late shows included the small regular film mats. 'Madame' Radio Spots Embassy Pictm-es has made up a series of musical radio spots keyed to the new Bossa Nova musical beat as part of its national promotion for “Madame,” to be released early next year. Gag Copy for Comedy Here’s copy which can be used on a leaflet for a comedy: “DRIVE CAREFULLY . . . You may run over one of our friends on the way to the Name Theatre to see this laffriot!” followed by title, etc. Great for Betty! Betty Anderson, assistant to Manager J. P. Harrison of the Campus Theatre in Denton, Tex., gave “Lady and the Tramp” a strong push via her personal car. She had it rigged for sound and did a pitch around the schools in the afternoons. Hole in Ground Eye-Catcher A large hole is really something in any big city downtown orea. When an old building was razed to the foundation recently in Detroit, alert showmen made use of the unusual sight for a display sign in behalf of "The War Lover" at the Grand Circus Theatre. Anytime's Santa Claus-Time When He Can Get 2,500 to See Two Matinees Anytime you can get 2,500 youngsters (and adults) in the theatre at 50 cents each is Santa Claus-time. John Heathcote, formerly of the Humber Theatre in Toronto, Ont., staged a Santa Claus special show (four performances) on Saturday and Sunday afternoons at the Seavue Theatre at Pacifica, Calif., November 17, 18. This, some may think, is jumping the season, but Heathcote reports, early or not, the special matinees brought a festive jingle at his boxoffice. And he was very happy, commenting, “Here as in Canada, I find that the easiest way to the parents is through the children.” The program consisted of a Christmas film, “Santa Claus”; a toy giveaway (30 in aU) , and, of course, the appearance of Santa Claus himself. Promotion started three weeks in advance with a screen trailer on the film, followed by a slide on the toy giveaway and Santa’s visit, at all performances. King Norman, an agressive toy merchant in the Pacifica area, agreed to display a large selection of toys in the lobby with signs plugging the Santa matinees and toy giveaway via lucky ticket stubs, courtesy of King Norman. The local papers were ready and willing to generously publicize this forerunner of the Christmas shopping splm’ge, including pictures. Santa was played with gusto by one of the Seavue’s student ushers, and he really was good with the kids, getting them to confide their wants. Members of the local drama society got into the spirit, and made up Santa each day. At each performance, Heathcote went to the stage and warmed up the audience for Santa’s appearance with the toys to be drawn for. As announced in the papers, a Santa’s Mail Box was set up in the lobby where children or parents could drop their names and addresses and “assist” Santa Claus. King Norman sent his special Christmas booklet to all the names, and the proprietor reported he literally reeled from all the mail he got. A message from Santa was put on the theatre’s automatic phone answering device. Perfonnances were given twice daily (1 and 3 pm.) on each day. Admission was 50 cents any age. A good showman tries to give his public something it hasn't seen before, or at least, rarely. Anything new, anything different always gets attention. Stanley Schneider of the Colony Theatre in Raleigh, N.C., found this out. Small city theatremen (Raleigh's population now is about 100,000) sometimes figure the theatre displays cover the half a dozen blocks or so of the downtown area, and street ballyhoo is superfluous. However, Schneider found a dressed-up "Chinaman" really got attention as he walked over the city distributing Chinese fortune cookies. He also covered the newspaper offices, the schools and the North Carolina State College campus in behalf of "Marco Polo." He gave away 2,000 comic "Marco Polo" heralds at the grade schools. BOXOFFICE Showmcmdiser : : Dec. 24, 1962 — 207 — 3