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#54 of a regular every-week EDITORIAL FEATURE found only in this trade paper
"How I Would Sell . . .
THE GRASS IS GREENER
GOOD NEWS! Your box office loot should grow “greener” and “greener” with this one! So let’s get to the point imme¬ diately on how to spread the word that “THE GRASS IS GREENER” at your theatre. Well proceed as follows:
1 — Background for these ideas
2 — The picture
3 — Rasic selling
4 — Special promotions
BACKGROUND— Rriefly, you should know that I am writing this article without having seen a press book. This is being done on purpose. It will eliminate my merely criticizing what the press book men have worked hard to produce . . . and it will give birth to more diversified thinking and idea development. However, be aware of two things. First, if my ideas duplicate those in the press book, this will be merely coincidental. And second, there are a couple of my ideas which may appear expensive or impossible of developing— for the average exhibitor. These are included with the hope that the suggestions may spark another idea in your mind which will be practical for vou to develop inexpensively.
HERE IS a handsome and amusing 24-sheet that can be adapted for other promotional use as well. As playdate approaches, the heads of the stars can be substituted for those of the bull and the cows.
U-I's Adult Comedy Loaded With Names, Boxoffice Power
JOHN G. OSBORNE, Managing Executive West Virginia Theatrical Enterprises, Inc., Wheeling, W. Va.
ABOUT THE AUTHOR e John G. Osborne grew up in Batavia, N. Y., where his father was associated with Nikitas D. Dipson in theatre business in New York, Pennsylvania, Ohio, and West Virginia, After graduating from Dartmouth College, John started in the the¬ atre business in Bradford, Pa., in the fall of 1937. Later that year, he moved to Wheeling, W. Va., where he still resides today. During World War II, John served as an officer for several years in the Navy. Immediately after¬ ward, in 1946, the Osborne family moved to Watkins Glen, N. Y., where they enfoyed 2 Vi years of small town life and one-man theatre operation. Now back in Wheeling, John is an officer in several of the Dipson Theatres in the Pittsburgh and Cleveland exchange areas. There are currently about 40 Dipson Theatres in several states, and William J. Dipson is the active head of the organiza¬ tion. The rest of the Osborne family consists of a wife and two children, a boy and a girl. This is Osborne's second SHOWMANALYSIS contribution.
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DEC. 28
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December 21, I960
MOTION PICTURE EXHIBITOR