The Exhibitor (1959)

February 11, 1959 EX97 MOTION PICTURE EXHIBITOR SECTION THREE FEBRUARY 11, 1959 «.i. m » ACTUAL PROMOTIONS accomplished by Experienced Theatremen, that can be applied with profit to many other Theatre Situations. This special section is published every-second-week as a separately bound saveable service to all theatre executive subscribers to MOTION PICTURE EXHIBITOR. Each such cumulatively numbered saveable section represents current submissions that have been judged by the Editorial Board as having the originality and ticket selling force to warrant placement in the 1958 SHOWMEN OF THE YEAR CONTEST (explanation elsewhere). It is recommended that theatremen save complete annual consecutively numbered files of these EXPLOITATION sections, and on the last page of each issue will be found a complete cumulative index for the preceding 12 months. Address all communications and submissions to the Editors of MOTION PICTURE EXHIBITOR, 246-48 N. Clarion St., Philadelphia 7, Pa. Individual ACHIEVEMENT CITATIONS have been issued for each of these: B. KIDS' MATINEES Five Showmen Receive Silver Exploitation Awards G I STUNTS-6ALLY NUMBER 24 “Miss Pigtails” Contest THEATRE: Spreckels, ADDRESS: San Diego, Cal. MANAGER: Robert S. Strauss The highlight of our campaign on “Kathy O’ ” was our holding in cooperation with The Independent, local newspaper of a ‘Miss Pig¬ tails’ contest open to all young ladies be¬ tween the ages of six and 12 years of age. A giant panda doll, an introduction to movie starlet Patty McCormack, star of the film, and an appearance on television were the prizes. The panda was a gift from Uni¬ versal International Pictures. There were al¬ so prizes for the second and third winners. The newspaper printed coupons which had to be filled out and accompanied by a snap shot of contestant, with her hair done up in pigtails, of course. She also had to state in 25 words or less why she wanted the giant panda doll. Eight finalists were chosen in a prelimin¬ ary screening of over 200 entrants. Every runner up in the contest received passes to see the film. Newspaper, radio and TV publicity on the stunt was extensive. In addition, three weeks preceding the opening the picture was screened to an in¬ vited audience of teachers, editors of school and daily newspapers, PTA members, disc jockeys, etc. The principal’s bulletin of the board of education carried an announcement of this event, which reached every teacher in the city. The film was also previewed during a regu¬ lar performance two weeks prior to opening. Dot Records of the title song were dis¬ tributed to all local disc jockeys, and 50 Dot records were given free to the first patrons attending the regular Saturday matinee per¬ formance. D, IMERCHANTS NUMBER 47 Concession Item Prize Boosts Sales THEATRE: Gulf Drive-In, ADDRESS: Corpus Christi, Texas MANAGER: Ed Farmer This deal cost us nothing and gave us a nice increase in concession sales at our drivein. The Smithfield Ham and Products Com¬ pany, Smithfield, Virginia, gave us a $75 bicycle at no cost to us with the understand¬ ing that tickets be given out with Smithfield barbeque sandwiches. They also furnished all printed and advertising material such as posters, lapel badges, pass-out tickets and screen trailers. Our sales on barbeque were increased by 500 per cent, and our profit and sales per PHILADELPHIA— Five showmen re¬ ceived silver achievement citations in MOTION PICTURE EXHIBITOR’S 1958 EXPLOITATION “Showman Of The Year” contest. They are Douglas G. Adams, Regal, Kirkaldy, Scotland; John G. Cor¬ bett, Strand, Scranton, Pa.; R. J. Crabb, Lyric, Wellingsborough, England; Cliff Knoll, State, Sioux Falls, S. D.; and Nat Matthews, Ritz, Leyton, East London, England. Along with all other published achieve¬ ments for the year their entries have been submitted to the “Committee of 100” thea¬ tre circuit executives for their individual study and their personal choice of the best five, who will receive $200 each in prizes. patron were increased in proportion. We had a nice display which attracted quite a bit of attention, and many of our customers, af¬ ter trying a sandwich, bought the barbeque by the can to take home. This we also sold at a nice profit. The entire deal created much interest among the younger patrons which also helped our boxoffice. Any theatre or drive-in that is now selling this product should take ad¬ vantage of this free offer as it is a very good no cost promotion. DO SAVE . . . EXPLOITATION Published at every-second-week in¬ tervals, these classified and indexed promotional stunts are cumulatively numbered and indexed, and are punched for permanent filing. Estab¬ lish your own encyclopedia on ex¬ ploitation! John G. Corbett, right, general manager. Strand and Riviera, Scranton, Pa., recently received a silver citation in honor of having five entries in MOTION PICTURE EXHIBITOR'S EXPLOITATION contest in 1958 from Edward Schweistzer, left, as Edward Isherwood looks on. NUMBER 46 The Circus Angle Helps THEATRE: Majestic ADDRESS: Owingsville, Ky. MANAGER: Jim Denton Circus pictures have always done well here, so I decided to sell “Merry Andrew” as strictly a circus picture. I had a circus boxoffice front made and this was put up two weeks in advance of playdate, along with multi-colored plastic banners around and under the marquee. The boxoffice front played down the title and Danny Kaye, but played up the fact that the story was about a clown. This front created a great amount of interest. Then I went to the director of the local high school band and made a deal with him. In return for a benefit show for the school band in which the band sold tickets on a 50/50 deal some of the band members would help bally the picture. Six of them rode a truck which I rented and played circus music as it toured the town. The truck carried banners plugging the picture and was out all Saturday afternoon. In addition, 12 members of the band appeared in front of the theatre opening night of the show and gave a half hour concert. This was a traffic stopping stunt and sure stimulated business. It was no trouble to find a local character to portray a clown. I didn’t have access to a clown costume so I improvised the best I could and I also served as makeup man. He appeared on the truck with the school band and also paraded the streets giving out handbills. He also appeared at the radio sta¬ tion and was interviewed by a disc jockey. That was a good plug and was gratis. In my newspaper and radio advertising I again played up the circus angle for all it was worth. I used part of a mat from an¬ other circus picture along with a couple of regular “Merry Andrew” cuts. Instead of us¬ ing the stock radio spots we made up a tape with a background of circus music along with the “ringmaster” announcing the clowns. It was quite effective. As a result of this promotion, I proved to myself that I have to SELL the picture. The film played midweek to very good business. i INSTITUTIONAL NUMBER 27 Free Kleenex For Three Handkerchief Pics THEATRE: Odeon ADDRESS: Pembroke, Ontario, Canada MANAGER: G. J. Barry We have tried this exploitation stunt twice now and proved it works exceptionally well. We acquired plenty of publicity on it at an initial cost of practically nothing. Playing two tear jerkers, real three hand