The Exhibitor (1960)

EX-206 MOTION PICTURE EXHIBITOR March 14, I960 At another Minors Matinee the Scottish So¬ ciety for the Prevention of Cruelty to Ani¬ mals provided a representative to talk to members on the care of pets. The talk was supported by the personal appearance of a Malayan Gibbon ape, which amused the audience with its repertoire of tricks. One thousand throwaways were distributed through schools plugging the program and a foyer display was also provided. On another occasion, the winner of a na¬ tional contest sponsored by an ice cre^ manufachirer was presented on the stage with a bicycle. All minors on entering the theatre were handed a pencil, boomerang, ice cream booklet, toy novelty and Indian style headband by the sponsors. An excellent press coverage resulted and this spotlighted the theatre most effectively. D [MERCHANTS NUMBER D66 Photographer Tie-Up THEATRE: Schine’s Strand, ADDRESS: Hudson Falls, N. Y. MANAGER: Grace Day We have lined up two photo studios, whereby the photographers had cards printed with places for 20 pxmches. These cards are given out to adults buying tickets at the theatre. One adult ticket means one place punched on the card. Two children rate another ptmch. When an adult has a card completely punched out, he or she may go to either studio and for $1.50 get a professional photo¬ graph, with all the touching up, etc., which would cost considerably more without the theatre thrift card. Heralds were made up on the tie-up and distributed, and other advertising on the stunt was circulated. This idea may be worked very well in any situation. ^ There certainly are no complica¬ tions to it, and it shoidd mean some extra business for both theatre and photographer. THE NEW 1960 “Showman-of-the-Year” CONTEST m 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 SILVHR 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 “SHOWMEN* OF-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. As an exploitation stunt for 20th-Fox's "Seven Thieves," Gene Welch, manager, Trans-Texas' Capri, Dallas, Texas, had this lobby contest to see who could open a safe. Passes to see the film were offered to anyone successful. NUMBER D67 Supermarket Tieup THEATRE: Starlite Drive-In, ADDRESS: Quakertown, Pa. MANAGER: Charlie Poorman We recently effected a tie-up with Acme Markets whereby movie tickets good for one admission, value 99 cents, when accompanied by one paid admission to the drive-in, were given out in area markets with the purchase of $5 or more in merchandise. Throughout the fall and winter all mar¬ kets within a 10 mile radius of the drive-in distributed thousands of these “guest tickets.” Plugged on window cards placed in all the markets were the new in-car heaters. While this promotion by no means proved a panacea for winter operation, it did help, since every ticket returned had to be accom¬ panied by a paid admission; and the stores’ advertising mentioned the tie-up and, of course, mentioned the drive-in in copy simi¬ lar to that on the window cards. G STUNTS-BALLY NUMBER G90 Dogpatch Contest For “Li’l Abner” THEATRE: Koltown, ADDRESS: Norton, Va. MANAGER: Robert N. Dain Here is an exploitation on Paramount’s “Li’l Abner” with a different twist that got us the best house since 1950! It is an ex¬ ploitation where everyone got into the act, from young girls in Daisy Mae costmnes, to old men, well, at least young men sport¬ ing beards, standing aroimd a moonshine still, whittling and taking of whisky nmning of years ago. Starting two weeks in advance of playdate we played recordings from the picture be¬ fore show time, between features, and a trailer was also shown. About this time we annoimced a TJalsy Mae and Li’l Abner Look-A-Like” contest on a local basis, tieing it m with Paramoimt’s national contest. Prizes were ^nounced for the best “Li’l Abner” and “Daisy Mae” costume in the theatre on the last night of the run. Local merchants were contacted for prizes and were happy to participate. Starting on Sunday before playdate, a very attractive young lady dressed as Daisy Mae started acting as ticket taker. On each day following, more of the employees were in costume imtil by Friday the inside of the theatre was a little Dog Patch. An authentic 20 gallon moonshine still was obtained from an anonymous donor and a Dog Patch was set up outside under the marquee as a “front”. Pure “com” was given away. This, of course, was shelled com in a brown bottle, but crowds collected to see the individual’s face when he tried to drink it. Handbills advertising the contest and the picture were given out in the down-town area on a Saturday by 10 of the best looking girls in town all in Dog Patch costumes. They were protected by bearded, rifle carrying “Scraggs.” All teenage gathering places were visited and we estimate 2,000 i)eople were talked to on the street. Saturation radio was used the day befo:re and on opening day on both of our radio stations. Spot annoxmcements of XVz min¬ utes were used on the half-hour on one station and on the other station announce¬ ments on the hoxu were used. The local newspaper was glad to nm a feature story on our contest; because even in a moonshine area, not many people ever saw a real still, and “genuine hill billy” characters. A photograph of the Daisy Mae and Li’l Abner contestants was nm before playdate and really boosted our contest, which again, added interest in the film. For the opening day of “Li’l Abner” we had standing room only. Girls dressed as Dog Patch femmes ushered: and all other eniployees were in costume. The people loved it, and kept coming. This was all done on a very small budget and 23 young people excluding employees, participated. They really put it over, and our patrons felt they got more than their money’s worth. H LOBBY DISPLAYS NUMBER H27 Encourages Safe Crackers THEATRE: Capri, ADDRESS: Dallas, Texas MANAGER: Gene Welch We recently used a most effective gimmick to attract lobby attention to 20th-Fox’s “Seven Thieves”. (Continued on page EX 208) Robert N. Dain, Koltown, Norton, Va., recently had himself quite a time exploiting Paramount's "Li'l Abner." On the left, is his "Dog Patch" front complete with hillbillies and still; while, on the right, are seen entrants in the "Li'l Abner and Daisy Mae Look Alike" contest he held in conjunction with showing the picture.