The Exhibitor (1959)

EX162 MOTION PICTURE EXHIBITOR 20fh Century-Fox's "The Blue Angel" lends itself to giant cut-outs of May Britt, star of the film, and seen on the left is a cut-out made from a 24-sheet and used as part of the front at the Century, Buffalo, by manager Charles Funk. A model dressed as "The Blue Angel" poses in front of same atop a ladder. On the right, is seen a king-size 20 foot "pin-up" of Miss Britt sent to the airmen of the 2253rd Air Group at Greater Pittsburgh Airport at their request by 20th-Fox publicist Ralph Buring. This stunt was picked by the AP and the photo landed in over 80 0 U.S. newspapers. day the theatre was so swamped with calls that we left the phone off the hook. A full page co-op two-color ad was taken by a car dealer featuring the catch-line “Red Hot Values”. This was based on the idea used in our program; and was the first time color was used in this newspaper. The ad featured a box reading: “To the first 10 shoppers visiting our lot or showroom today, Friday or Saturday, a guest ticket to see “Some Like It Hot” if you say “Marilyn Sent Me.” The passes, of course, were singles so that the accompanying patrons would be required to purchase a ticket. The passes were given out in the showroom by ‘Marilyn”, who happened to be their attrac¬ tive office girl. We also used the find your name hidden in the classified ads and receive a pass gim¬ mick with the Woodbridge News. Our marquee copy read “Weather Very THE NEW 1959 “Showman-of-the-Year” CONTEST • Each individual achievement, selected by the Editorial Board and published in this every-second-week EXPLOITATION Sec¬ tion of MOTION PICTURE EXHIBI¬ TOR, will receive an Achievement Cita¬ tion. Five by the same showman published in any one year will receive a SILVER Achievement Citation. And, should any showman ever accomplish ten in the same year, a GOLD Achievement Citation will be awarded. No weekly or monthly prizes will accompany such citations. At each year’s end, all such published achievements will be submitted to the “COMMITTEE OF 100” theatre circuit executives for their individual study and their personal choice of the BEST FIVE. A minimum of $100000 IN PRIZES will be awarded to the five “SHOWMENOF-THE-YEAR so selected. Alert show¬ men, interested in the international dis¬ tinction to be gained from such awards, will recognize that an advantage lies in winning repeated individual published achievements. Address all submissions and photographs to: GEORGE F. NONAMAKER, Feature Editor, MOTION PIC¬ TURE EXHIBITOR, 246-48 N. Clarion Street, Philadelphia 7, Penna. Hot With Marilyn Monroe in “Some Like It Hot”. And our front had special signs reading “Some Like It Hot”; But It’s Cool Inside.” NUMBER 72 Telephone Gimmick Arouses Curiosity THEATRE: Skyview Drive-In, ADDRESS: Brockton, Mass. MANAGER: Harold II. Gleken Here is a stunt which should prove a help to all exhibitors playing “Room 43”. We secured a table with four telephones and a repeater with a taped playback and installed it in a most modem market. On the tape was recorded dialogue from the picture which was rather provocative. We placed a card along side of the telephones giving the playdate and the name of our drive-in. Since the Massachusetts State Teachers Col¬ lege is close by, this created quite a bit of discussion among the students we desired to reach. Shoppers and the staff at the market also created considerable talk about the pic¬ ture, due to this stunt. We also taped a message to our patrons about “Room 43” and used it one week in advance on our playback at the drive-in. Newspaper teaser ads reading: “To learn what goes on in ‘Room 43’ telephone (number).” This simple promotion will definitely help any theatre. I INSTITUTIONAL NUMBER 59 Gold Star Mothers’ Day THEATRE: Victory, ADDRESS: Holyoke, Mass. MANAGER: John H. Havens I am of the opinion that too few exhibitors realize the good-will packed in a civic event. These affairs can do wonders for the theatre. Recently I sold Holyoke’s leading depart¬ ment store on sponsoring “guest day” on a Sunday for all Gold Star Mothers in the area. The store featured the event in all of their big ads with picture mention to boot. We had all three radio stations giving it gratis plugs; and the local newspaper gave us a write up and a photo of the event. The Holyoke Retail Florists Association went along and gave corsages to all Gold Star mothers in attendance. Ladies from the American Legion Auxilia¬ ry were on hand with the colors in the lobby, and pinned the bouquets on the ladies. On our stage, Mayor Samuel Resnic de¬ livered a welcoming address and tribute. We presented each mother attending a spe¬ cial pass to retain as a souvenir of the event which we envision will be held annually. The comments and word of mouth this ef¬ October 7, 1959 fort received has been most gratifying and in all it is a nice public relations event for all concerned. NUMBER 60 Public Relations Activities Pay Off THEATRE: Ritz, ADDRESS: Barnsley, England MANAGER: P. G. Franklin We have found that in addition to publiciz¬ ing all pictures, public relations efforts have really paid off for us. Following last year’s successful motor rally, the Barnsley Motor Cycle and Car Club ap¬ proached us and invited us to sponsor another such event. Seeing that we could raise some money for a chairity covered by the Variety Club of Great Britain, the Sunshine Home for Blind Babies, we went along with them. First we had a competition in which pa¬ trons were required to guess how many miles a gallon of petrol would take an Austin which was on display in the foyer. The price of a guess was a shilling. To be sure of the answer we got the weights and measures inspector to act as judge. The local Austin car dealer provided an Austin car free for a week as first prize; the theatre supplied enough gas for 500 miles; while the local driving school provided a course of 12 lessons. The rally, run from the theatre on a Sun¬ day, attracted 74 entrants and most made it a family day. They travelled nearly 100 miles with frequent time checks before returning to the parking lot for tests. Prizes were pro¬ vided by Shell-Mex, Regent, Austins, Wolf Tools, Zenith Carburetors, and other local and national firms. A silver challenge trophy was presented by a jeweler. Entrants were drawn from a wide area. The wife of our chief constable presented the prizes and a very extensive press cover¬ age resulted. Non-members were permitted to enter the rally and the secretary reported increased membership. $135 was raised for the Variety Club. The BBC featured our resident organist, Trevor Willetts, in a light program broadcast for the first time since the war. We got per¬ mission for the Mayor and Mayoress and civic dignitaries to be present along with elderly people living in a local government home and parties of school children. After the pro¬ gram a cafe provided coffee in the foyer. Considerable press resulted and no less than 50 letters of appreciation were received. But the nicest prize is the fact that Willetts has since lined up further BBC broadcasts. One of the biggest space grabbing efforts was when the local Press Ball Queen was chosen on our stage. Eliminations were held each night for a week and girls came from a long distance. The final was also staged at the theatre and not only did we make firm friends with the press; but we found our patrons really enjoying the added attraction. Learning that the Mayor was launching an appeal to pay a local woman’s fare to London where her small son was undergoing a seri¬ ous operation, we contacted many firms to help to organize a raffle which resulted in some $60. On this occasion we worked ano¬ nymously, but the Mayor paid tribute to our efforts. Other public relations activities include the collection of $60 worth of silver paper for the Mayor’s Blind Management Commit¬ tee; a foyer display covering the activities of the Royal Lifeboat Institution; presentation of prizes to the Barnsley Canine Society; and an exhibition dedicated to a local miners’ leader and hero and sponsored by the Shef¬ field Star. 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!