The Exhibitor (1959)

August 12, 1959 MOTION PICTURE EXHIBITOR EX151 Book Novelty Co. Offers Comic Books To Exhibs Intermountain Theatres' Drive Highlights Midnight Horror Shows PHILADELPHIA — The Book Novelty Company of this city has come up with a plan whereby exhibitors can receive free comic books to give to their patrons. All theatremen have to do is get two or three advertisements sufficient to cover the cost of the entire comic book order. The comics are regular 10 cent news¬ stand returns and publishers’ over issues. Novelty places theatre advertising on a special custom made cover which is double-stapled to the comic book. The books are packed 100 to a package with each package assorted so that no two packages contain the same comics — no duplications to the same customer. tossed from the ‘Iron Horse’ and other floats. Another facet of our campaign was the successful negotiating with Narragansett Racing officials whereby the feature race of the afternoon was named “The Horse Soldier’s Purse,” a six-furlong stake race for three-year-olds. Some 17,000 racing fans witnessed this event, which was won by “Sengalese.” I personally entered the ‘win¬ ner’s circle’ to present a handsome placque and the winner’s purse to jockey Vincifora and trainer Clelland. The race-track anI nouncer Jim Hines, a popular local disc j jockey, as he called attention to the preseni tation taking place in front of the crowded i grandstand, went on to plug the film, giving name of theatre and play-dates. All local and state newspapers carried this publicity and even the New York Telegraph and Daily Racing Form carried items. Newspaper publicity was proficient with the Cranston Herald featuring a special ‘coloring contest’ for kids, utilizing a sketch from the picture. Passes were awarded the top six artists. Television came through with ‘open end’ interview records with Bill Holden and John Wayne with the commentators creating the illusion that they were conducting a ‘live’ conversation with the stars in Hollywood. WJAR’s Sherm Brown conducted a contest, “Why I Would Like To See ‘The Horse Soldiers’ ” with 25 top winners receiving guest tickets to the opening performance, following a free breakfast at the SheratonBiltmore Hotel’s “Minute Chef,” another deal promoted by us. In another contest, WICE’s top disc jockey, Jim Mendes, conducted a special contest beamed at the young fry with Union and Confederate Army caps awarded winning essay writers. Radio stations plugged the ‘March Of The Horse Soldiers’ and other recordings from A million dollars is delivered to exhibitorproducer Lloyd Royal, left, Meridan, Miss., by the town's printer. Miller Prichard. Of course, it was Confederate money, used by Royal to publicize Howco International's "Natchez Trace," produced in the surrounding area in Tennessee and Mississippi. The money was given away to advertise the film's showing. SALT LAKE CITY— An integral part of Intermountain Theatres, Inc., “Target Drive” for the last quarter of the year will be mid¬ night shows and horror shows. Says John N. Krier, booker and buyer, “These shows are very popular with teen¬ agers and the results are very gratifying when they are booked on appropriate nights suitable for the occasion. Best dates for these shows are Friday the 13th, Hallowe’en, Thanksgiving Eve, New Year’s Eve, or right before the regular opening of a horror-type program. “Trailers and 40x60’s, window displays and window cards should be used well in ad¬ vance to be sure that word of mouth goes to work for you. “Coffin displays in the lobby are generally effective, especially if arms are sticking out to add to the gory effect. This should be done well in advance. “Various horror-kidding articles can be mounted on large compo-board in lobby or about the lobby. Each is given a gag caption, such as: SMELLING SALTS — Caption: “For those who faint while attending our Friday the 13th midnight show of horrors”; CAN¬ DLES — Caption: “Free candles for those afraid to walk home in the dark after seeing . HOT WATER BAGS— Caption: “Ask the usher for one of these when you get the chills while watching . or RUBBER GLOVES— Caption: “These will prevent you from biting your nails in ex¬ citement when you see . ” “Paint a head, or use photo, of typical male. Mount it on compo cut-out, silhouetted. Attach strips of paper or strands of cord to the head to resemble hair, and in the back have a fan blowing the simulated hair straight up. Caption: “Your hair will stand on end after you’ve seen our midnight horror show.’’ “For a blood-chiller display, purchase a box of cherry flavored gelatine; freeze it; display in several beakers and test tubes with caption: “Blood specimen from (any person’s name) whose blood turned to ice after seeing our last midnight show.” “Have your electrician construct a “shock machine” similar to those seen in Penny Arcades. Batteries can be used so it will give a slight shock to anyone touching the lever. Use as a caption: “Just a taste of the shocks you will get when you see our mid¬ night show.” “A large old wooden barn door and frame can be obtained. Place several locks, all dummies except one, along door opening. Obtain several keys so the good lock can be opened. Secure a quantity of inexpensive keys and distribute same in tiny envelopes about town. Caption: “This key may open the door to the chamber of horrors.” People are invited to use the key to open the mas¬ sive door, which has been set-up in the lobby. Fans opening the door by means of the genuine lock receive passes to the mid¬ night show. The door display should be cov¬ ered with “sell ideas” and something of a “horror” nature should be behind it when opened. the film; while 36 Constance Towers’ records of “There’s Something About A Soldier” were sent down by Mutual Distributors and awarded at three separate Record Jockey ‘Hops’ held at local amusement spots. “Print certificates of bravery for patrons who see the film; issue anti-faint instruc¬ tions before they see the midnight show. Last will and testament forms can be arranged in lobby with appropriate caption. “Issue horror or monster masks for the kids. Give them out freely. Every mask will become a walking ad. Send them to disc jockeys, newspaper people. Take the chance that they’ll wear it or make fun of it. Every mention is a plug for your show. “For ballyhoo, of course, you will have a nurse in the lobby; and, if possible an am¬ bulance parked out front with posters ex¬ plaining the connection. Promote a huge wooden crate and drive it around town. Mark it with ‘danger’ signs, and copy stating you are bringing ‘the monster’ to the theatre. Where ordinances allow you can use a side¬ walk stencil ‘put ’em on the trail’ stunt using red paint, of course, to simulate a trail of blood, plus arrows and sidewalk copy point¬ ing the way to your theatre. “Contests might include a scream contest among the teenagers. Let them shriek aloud and tape record for judging. Passes can be used for prizes and you can take advantage of the best screamers the night of your show by getting them to act as thrill decoys scat¬ tered throughout the audience. Also, an ‘I’m Not Afraid Club’ could be started with local radio station disc jockey doing the build-up. The best 13 letters stating why a listener is not afraid win free tickets. “Other gimmicks and stunts include the admitting of every 13th person free; all fellows admitted free when accompanied by a ‘ghoul’ friend; a $1 bill with serial ending in 13 entitles bearer to free admission; if your ticket ends in 13, you receive 13 passes; concession specials, 20 cent items sell for 13 cents, price sign on boxoffice window, “For those still alive 90 cents”; etc. “Give out plastic sample bag of Ovaltine with tie-in copy, “A sample of Ovaltine for a deep refreshing sleep after the thrills of « . ”; give out ghoul cocktails, blood red, of course, made up of catsup, tomato juice, some harmless but horrible tasting ingredients; dare them to shake hands with the monster in your lobby box. You can have a buzzer attached to it. Others enjoy watch¬ ing the expression on the person’s face who is taking your dare. “You can also give free admission to those coming dressed as their favorite monster, and even offer a prize for the most terrifying outfits. “Borrowed apothecary items make a fine horror picture lobby display. Try to get mortar and pestle; glass jars of fluid, look¬ ing like blood, a stethoscope, scalpel, shears, cut out a vampire and a gruesome figure of a monster plus gory shreds of “blood stained” cloth. “Naturally, your newspaper ads will be as scarey as possible using such catch lines as “Midnight Scream Show,” “Double Shudder Show,” “Double Dare Double Feature,” etc. The same copy, naturally, is followed through on heralds, trailers, all advertising, includ¬ ing radio and television.” Department stores and record shops ac¬ corded cooperation by using hugh streamers publicizing the film, theatre and playdates. Eight trucks of a news agency were bannered and toured the area.