The Exhibitor (1960)

#2 2 of a regular every-wee k EDITORIAL FEATURE found only In this trade paper "How I Sold . . . A DOG OF FLANDERS Bob Corbin, Electrovision Corporation division manager had the first test engagement of 20th-Foxs “A DOG OF FFANDERS” at his Craterian Theatre, Medford, Ore. The excitement generated by the fine fa7nily film in Medford and the tremendous business it did despite adverse weather made industry headlines. Here, Mr. Corbin tells the Medford story as the picture goes into release throughout the country. I’m a lucky guy. Early in December I reeeived a call from my boss, Robert L. Lippert, to fly to Hollywood and look at a pieture. That’s all I knew about the deal then, so away I went. I was taken to a screening room and on eame the picture— “A DOG OF FLANDERS.” After the pieture was over I sat there with tears in my eyes and a ehoke in my throat and just thought for a few minutes. I had just seen a great picture. A meeting was called, attended by Lippert, Sid Blumenstock, west coast representative of the Walter Sehaffler Agency, and Eddie Yarborough, Fox field publicity representative for southern California. I was told that a test engagement of this picture was planned and that my town, Medford, Oregon, had been selected for this test. Having had a few sneak previews, those in the room felt that a screening program to start a word of mouth campaign was the best wav to sell the picture. SCREENINGS For the first screening, invited were ministers, P.T.A. presi¬ dents, school principals, art and English teachers, radio, press and TV representatives. To add importance to this event, Sid Rlumenstoek was invited to Medford as a personal representa¬ tive of Spyros P. Skouras to address those attending this screen¬ ing. His address was very informal and simply asked the ques¬ tion of how they liked the pieture. The response was a terrificovation. He then stated that if more pictures of this type were desired, everyone in the community should go out of their way to assist in making this test engagement a great success. From comments heard as the people left the theatre, we knew we had 100 volunteer press agents working for us. The PTA presidents were asked to invite several leading members of their groups to attend the second showing. The reaction was again sensational. After the showing these people were asked if they would be willing to telephone at least 10 of their acquaintanees and tell them about the picture, asking each of these to phone several more, ete. We checked the results of this chain phone stunt and found that literally thou¬ sands of phone calls were made that not only covered our own town but the whole surrounding community. Knowing that we had the chureh and school groups pretty well sold we decided to start on other groups to plant the idea that not only was this a picture that the ehurches and schools would like hut that fine entertainment was here for ev^ervone ✓ in every walk of life. For this third sereening, we invited barbers, beauty operators and super market eheekers. Again the response was wonderful, and all agreed to help us spread the word. 20th-Fox^s Family Drama Of A Boy, A Dog, A Dream An Exclusive SHOWMANALYSIS Prepared by— BOB CORBIN, Division Manager, Northern Division in Southern Oregon and Southern California, Electrovision Corporation ABOUT THE AUTHOR • Bob Corbin started in the business in the late 20's with Balaban and Katz in Chicago. When Paramount Publix came into existence, he went to Detroit with the original cadre under the late Walter Immerman to take over and organize the Kunsky Trendle Circuit that later became United Detroit Theatres. He worked through all the jobs in Detroit, managing the Madison, Fisher, United Artists, and Michigan theatres, and finally became district manager of the Detroit district under the late Earl Hudson. At the start of the war, he worked as chief civilian investigator in Air Corps Intelligence at the San Bernardino, Cal., Air Base. Became a coast booster and decided not to return to the midwest. Managed the Pantages theatre on Hollywood Boulevard in Hollywood under Rodney Pantages, where he staged many of the famous Hollywood world premieres. Later, he was transferred to the Golden Gate theatre, San Francisco, as manager during the lush stage show years. Facing a transfer to the midwest, he made a connection with Bob Lippert's circuit. He has been in his present post for the past 10 years under general manager Charles J. Maestri. These theatres are now operated by Electrovision Corporation. Bob Corbin THIS PLACARD was prominently displayed throughout Medford prior to the opening. Its convenient size was responsible for every merchant contacted agreeing to display It. The message got across. STARTS CHRISTMAS DAY Special Advance Preview Engagement OF Craterian Theatre MEDFORD I I March 16, I960 MOTION PICTURE EXHIBITOR