The Exhibitor (1955)

MOTION PICTURE EXHIBITOR 15 The film program offered consisted of “My Friend Flicka” and cartoons; “Hills Of Home” and cartoons; “Bozo Goes To College” and cartoons; 177 cartoons; “Pals Of The Golden West” and cartoons. A teaser trailer was run four weeks in advance, copy reading: “Hey, kids, something BIG is coming your way soon. Watch for announcements.” A regular trailer was run two weeks with all details. Window cards were put in stores by Coca-Cola delivery men; and were also put on trucks. Three thousand heralds were distrib¬ uted and four lobby displays of bikes, watches “Bottom’s Up” were set up. Teaser ads were used in advance and underlined on regular ads. Coca-Cola tagged all regular radio announcements with information of the program. Announcements of the “Bottom’s Up” shows were carried on the marquee front with special 40x60 cards out front. The theatre program worked fine with some added business for the house and good advertising for Coca-Cola’s new drink, “Bottom’s Up.” RUNNER-UP NUMBER 3 PATRON PACIFIERS Submitted by Pearce Parkhurst Lansing Drive-In Theatre, Lansing, Mich. 988 cars * 00 cents top adult admission General family patronage. “Here is such a simple little thing that I almost hesitate to enter it in the SHOWMANSHIP SWEEPSTAKES con¬ test. However, the idea has had such amazing, almost magical results for us here that I thought I would like at least to pass the idea on to other exhibitors who may find it worthwhile trying. “On nights that we sell out, it has happened that before we have received our alarm signal bell denoting a full house, we have let a few cars into the theatre. A few of our patrons also will object to being located at the rear of the drive-in. And there are always a few dis¬ gruntled and unreasonable patrons seek¬ ing refunds. “From the police and understanding patron asking a refund down to the act¬ ually hostile patron demanding a refund, we handle the case the same. “The customer is first requested to accept passes for some future show. If this is not satisfactory, and in most cases it is, we then cheerfully offer them a full refund and request that they fill out one of our refund slips. We offer them a ball pen to sign their name with. Upon sign¬ ing the slip, we tell them to keep the pen with our compliments and give them their money back. “Even the most hostile of customers is amazed by the free gift and leaves the theatre with a smile; and the remark that they will be back for some future show. “It really is almost unbelievable the good will this pen has created for what could have been a lost customer. “The pens cost 25 cents each or $25 per 100 imprinted with our ad. We purchase them from Idea Specialties, Box 542, Lansing, Mich.” RUNNER-UP NUMBER 4 BATHING BEAUTY CONTEST Submitted by George Langbart Savoy, Brooklyn, N. Y. 2300 seats * 85 cents top adult admission General patronage. This was an out and out bathing beauty contest for local contestants that did not promise anyone would be “Miss America,” “Miss Brooklyn,” nor even “Miss Savoy.” The unusual feature in this event was a three-way tie-up as follows: each con¬ testant selected to enter received free an order for a Jantzen bathing suit of her own selection, costing up to $22.95. The winner received $100 worth of sportswear. The third received $25 worth of sportswear. All of this was sponsored by the Rainbow Shops, without any cost to the theatre. Approximately 6,000 ad pieces (cu’culars) were issued bearing application blanks heralding the event which were distributed by the Rainbow Shops, which have stores throughout Brooklyn. The result was a successful show and a substantial increase in boxoffice receipts. Interest in the contest ran high due to the most liberal prizes. As a co-op pro¬ ject the feature was heralded in the lobby by a 40x60, in the Rainbow Shops win¬ dows; by the circulars inserted in Rain¬ bow Shops deliveries, etc. River Spreads "Horizons" News Seattle — As part of the extensive ex¬ ploitation campaign for “The Far Hori¬ zons,” Walter Hoffman, Paramount’s north¬ west publicity director, dropped 5,000 plastic tubes in the Columbia River just below Grand Coulee Dam. The messages inside the tubes directed finders to contact any theatre showing the film for free ad¬ mittance. Letters have been received from pleased finders, and exhibitors and editors along the river have given the stunt pub¬ licity. ’Terror' Affords Many Ballyhoo Opportunities Boston — With Mr. and Mrs. Gene Courtier, real life counterparts of the couple held captive by criminals in Co¬ lumbia’s “The Night Holds Terror,” avail¬ able for personal appearances, Paul Levi, publicity manager, Pilgrim, developed a smash campaign for the local showing. The Courtiers made eight radio appear¬ ances and two on television, attended a press luncheon, and appeared at two special screenings. Their interviews got top space in the local papers. One of the papers also interviewed Hildy Parks, who plays the wife in the film, by long distance tele¬ phone and used it in connection with the Courtier piece. To keep the “Terror” pot boiling in Boston, Levi used the special television commercial for five days on one station, the station coming across with a few showings of Columbia’s special video {Continued on page 18) While $100.00-per-week will be awarded each ana every week throughout the year by the SHOWMAN¬ SHIP SWEEPSTAKES editors, certain film distributors will post from time to time additional CASH PRIZES to focus attention on a particular picture. Such CASH PRIZES must be posted until won, during a maximum period of T3 weekly issues, and if not won during that time will be withdrawn. To win these CASH PRIZES, the entrant must first win the $100.00 SHOWMANSHIP SWEEPSTAKES Award. Should the winning promotional effort involve a picture that has a CASH PRIZE posted, the winner gets this latter prize from the Film Distributor as an added bonus. PARAMOUNT PICTURES *500®° on — ''WE'RE NO ANGELS" (This Prize Offer expires Oct. 12) UNIVERSAL-INTERNATIONAL *500®° on— "THE PRIVATE WAR OF MAJOR BENSON" (This Prize Offer expires Oct. 19) REPUBLIC PICTURES CORP. *500°° on — "THE LAST COMMAND" (This Prize Offer expires Nov. 23) August 31, 1955