Boxoffice (Oct-Dec 1962)

Music From Film, and Your Own Voice Making Plugs! Here's How It's Done Patrons for "My Geisha/' in its excellent week at the Hollywood Theatre in Toronto, got a free rickshaw ride from the nearest subway station. The novel method of transportation piled up much good word-of-mouth for Manager Len Bishop. KHJ radio and television stations at Los Angeles were brought in Columbia Pictures' "Lucky Lease Sweepstakes," in which more than 1,000 "fabulous prizes" were given away. KHJ got in on the giveaway to plug its Million Dollar Movie TV matinee. Wayne Thomas, host of the Million Dollar matinee, is shown above with a poster on the sweepstakes, which also was conducted in behalf of the New York opening of "The Notorious Landlody." An hour-long tape consisting of the stirring music from “The Music Man,” playdate and star announcements in the manager’s voice, mention of record and music stores with tiein deals, and thank-yous to cooperating stores played daily through a speaker at tlie Englewood Theatre in Independence, Mo., for a week in advance. The tape was made by A. R. Stark, the Englewood manager, who relates the very worthwhile promotion device can be duplicated very easily. All it requires is a recording of the film music, in this case an album obtained free from Warner Bros.; plus a stereo phonograph, borrowed from an appliance dealer, and a tape-recorder and player, which also can be borrowed. DID HIS OWN TAPE Stark himself did the tape-recording. At intervals, he stopped the album music from the stereo-phono, and added plugs for “The Music Man,” suggestions to stop in at Home Owners Mart and see the fine display of soundtrack records, and appeals to drop in at the 'Turner music store (which had a “Music Man” window display) for “the best in band instruments.” At other stops he expressed thanks to McHenry’s appliance store for use of the stereo-phono and the tape recorder. Thus, Stark relates, he had a solid hour of band music interspersed with plugs for the film and cooperating merchants, all combined on the tape. This was replayed in the theatre office through a cord to the outside lobby to an eight-inch speaker set up on a sill of the concession window. On the window itself Stark sniped a sixsheet of “The Music Man” with playdates. He began running the tape-player a week in advance, not constantly, but about every other hour. OLD DRUM BEST For lobby display, he borrowed an old drum from the 'Turner Music Co., and papered the drumheads with “Music Man” paper. He fashioned drumsticks from dowell sticks and white rubber balls. The old drum made it more realistic. Stark tried to get the Independence High School band to play at the theatre on opening night, but this was contrary to school board policy. However, this didn’t stop him. He invited eight or ten of the band boys to play at the theatre without their uniforms — in their regular school clothes. One of the parents even volunteered to play the old display drum. ’The music was real good; at least. Stark and the customers thought so. The school band director agreed to men ◄ Lester Pollock of Loew's Theatre in Rochester, N.Y., had this catching lobby display. The manikin, in a dress borrowed from McCurdy's department store, held pictures of Fred Astaire and Jack Lemmon. The "Did She ... or DID She?" sign overhead was suspended from the ceiling. The entire display was spotlighted. The cost was $4. tion “The Music Man” to the youngsters. Fifty-nine window cards and other paper ike were put out. r a After opening. Stark chatted at breaks with patrons in the lobby about the film. Everyone said they enjoyed the film which was the cue for Stark to ask them to tell their friends about the film. In addition. Stark arranged a 30-minute stage skit in which a small band played a half-dozen numbers during the intermissions. Stark plugged upcoming films during his stage emceeing. ‘"The Music Man” had played first run at the Granada Theatre not far from the Englewood, However, Stark reports, he not only filled out his four -day booking with good boxoffice but held the film for a full additional week with fine business. He credits the extra business to his vigorous promotion. Display Coupons Help Tights' in Albuquerque Plenty of word-of-mouth advertising and theatre traffic resulted for the one-week engagement at Lobo Arts Theatre in Albuquerque of “Black ’Tights” as result of a promotion put on by Lou Avolio. He arranged a window display in the TWA ticket office in the downtown Hilton Hotel, promoting the cultural season in Europe and the film. In addition to cards and signs for the picture and TWA, the window featured a number of color transparencies on a revolving lighted display. The theatre is located near the University of New Mexico campus, and much of the clientele is from that source. Avolio arranged with the editor of the university newspaper to carry a special discount coupon in its pages, free of charge. The coupons, when used with the student ID card, cut 35 cents off the regular $1.25 admission. Proprietors of the city’s dance studios and public schools were presented special discount tickets for distribution to students. A special mailing went to members of Albuquerque Civic Symphony Ass’n and Albuquerque Ballet Guild. Operetta Series Started By California Circuits starting early in January, Pacific DriveIn Theatres and the Stanley Warner Theatre in Los Angeles, as well as the United California Theatres and 12 other circuits in the San Francisco area, will launch the MGM Golden Operetta series. Circuit heads and managers from these theatres attended recent showmanship seminars in both cities arranged by MGM as part of its nationwide series of promotional meetings. The Pacific Drive-In Theatres meeting was set up by Pat Notaro, director of theatre operations, and Bert Pirosh, head buyer for the chain. Mike Foraian represented the Los Angeles Theatres; Jerry Forman, the United Theatres of Portland, Ore., and Harvey Simmons attended for the Nace Theatres, Phoenix. 4 — 208 — BOXOFFICE Showmondiser : : Dec. 24, 1962