The Exhibitor (1962)

MOTION PICTURE EXHIBITOR EX-423 Public Reaction Called Favorable To Mo vie-Supermarket Ticket Plan This photo shows the way Albers Colonial Stores in the Cincinnati and Dayton, Ohio, mar¬ ket area chose to display in their store windows the Movie Bonus Theatre Ticket Certificate offer to their patrons. The local participating RKO Theatres supplied one-sheet displays of the current attractions featured at the theatres which could be seen by stores customers at 50% of the prevailing box-office theatre admission price. June 27, 1962 members advising them of the Fair and asking for their participation. This, of course, let all these people know that “State Fair” was com¬ ing to the Eckel. Furthermore, two radio stations taped portions of the proceedings which were later used as part of the cam¬ paign which we had with these stations. An interesting phase of the campaign was a food judging contest. All exhibitors of the regular State Fair were asked to participate and it was understood that all the food turned in for judging would be given to a charitable organization. Not only did this get us good will; but we received better than 150 entries covering all types of food items such as cakes, pies, bread, preserves, etc. The judging took place in front of the theatre at a noon hour, and drew a very big crowd. Here again was a case of some very good advance publicity as 300 or 400 letters went out to all food exhibi¬ tors telling them about “State Fair,” etc., and the fact that the regular State Fair food judges were acting as judges in our contest. Dot Records furnished display material and tie-ups were made with 11 music stores for window displays. Station WSYR played the “State Fair” album as part of their “Broadway At Midnight Show” and Station WFBL used the album as part of their “Show Time” pro¬ gram. Edwards Department Store gave us a plug, using the Ann-Margaret-Pat Boone still as part of a television set ad; while the music columns in both newspapers gave consider¬ able space to the “State Fair” album. During the rim of the picture, we learned that a local florist was giving away a mink stole for Mother’s Day. We immediately con¬ tacted him and gave him the idea that the State Fair Queen could select the winning ballot and the whole promotion should be bally-hooed with a parade, float, band, etc. He thought it was a good idea and paid for all expenses involved including the Elks’ Band. It gave us two big “State Fair. Now Playing” etc. placards on the float as well as mention on four thousand fliers that were distributed on the streets. All in all, our campaign was very effective. It created a great deal of excitement and interest. NUMBER G24 r Personal Appearance Of Child Star THEATRE: Four Star, ADDRESS: Los Angeles, Cal. MANAGER: Cecil B. West For our engagement of Columbia’s “Safe At Home” in three of our theatres I arranged personal appearances of nine-year-old star Bryan Russell. The campaign was arranged four weeks prior to opening date with each theatre han¬ dling advertising in their local area. This included newspaper ads and stories, posters, banners and a large window display at the Capitol, Glendale. In the window display baseball merchandise was promoted from a local merchant and made a nice arrangement of Mantle and Maris items. All three theatres are located in the greater Los Angeles area so arrangements were made for Bryan to appear on two local TV shows which gave us a great push for the appear¬ ances and the playing of the film. The first program he made a guest appearance on was “The Tom Hatten Show” which is a children’s program on from five to six each week-day. Bryan was on Wednesday, opening day of the film. The interview covered the making of “Safe At Home”; his working with Mantle and Marfs; and, of course, the dates and times of his appearances in our theatres. The second TV show was a dance party show broadcast live from a nearby recreation center. This show is on Saturday from six to seven; and features recording artists. Bryan didn’t sing any songs but he sure gave a good idea of the film, where it could be seen and where he would be appearing in con¬ nection with it. Radio Station KEIV in Glendale was very cooperative in plugging the film and appear¬ ance on their sportcast starting a week in advance. Also, I was able to tie-in with the NEW YORK — Over one quarter of a million Movie Bonus Theatre Ticket Certificates have been issued for Supermarkets participating in the Movie Bonus Plan. The M.B. certificates are redeemable at 50 per cent of the prevail¬ ing box-office admission price at 45 theatres operating in 18 cities. “Since the Movie Bonus Plan was put into practical operation, the initial public reaction both in theatres and the supermarkets has been most favorable,” stated Nick John Matsoukas, president, Movie Bonus Corpora¬ tion, who pilot-tested the plan in 60 market areas prior to its national launching as a per¬ manent theatre-supermarket tieup. It was pointed out that the basic results of the first six weeks of application has been as follows: For the theatres, the M.B. plan filled empty seats during the week days and a 12 percent to 15 percent increase on week¬ ends. An added plus to this has been the 22 V2 percent average sales at the concession Little League in this area and arrange for Bryan to be at their opening game on Satur¬ day afternoon. They gave us plugs on their Cecil B. West, manager. Four Star, Los Angeles, Cal., had Bryan Russell, starring in Columbia's baseball feature, "Safe At Home," making a round of personal appearances in connection with his playing of the film. The nine-year-old star is seen here at the Glendale Little League ball game accompanied by his mother. stand per patron. For the supermarkets it meant a steadier amount of business from shoppers who came in to buy groceries because they could get their Movie Bonus certificates. It has helped reduce split shopping, particularly with Supermarket companies that give one certifi¬ cate for every $5.00 purchase. Most favorable reaction was recorded among the housewives who accumulate the certificates so that the whole family can start going back to the theatres on week days. The good will from the M.B. Plan is undeniable. Matsoukas pointed out that the Movie Bonus Plan has a great appeal for 60 million people who visit the theatres each week. BeBecause the certificates represent the highest premium value of any given out by super¬ markets — national average is .75 — it is a most welcome item to the housewife who knows that she can redeem it instantly at the theatre and see the picture of her choice. public address system during their practice games. On the afternoon of the appearance there was quite an audience awaiting us. Bryan threw the first ball of the game and autographed gloves for the players. Transportation for the various appearances was furnished by the Ford Motor Company in the form of a ’62 T-Bird convertible and a ’62 four-door hardtop. Our theatres were the United Artists Ingle¬ wood, United Artists’ Long Beach and the Capitol, Glendale. Television appearances were on KTLA Channel Five, Los Angeles. I INSTITUTIONAL NUMBER 1-8 Works Hand In Hand With Radio THEATRE: Carolina, ADDRESS: Florence, S.C. MANAGER: Floyd H. Gainous Here is something that any theatre can do that helps business. We have a deal with a local radio station ( Continued on page EX-424 )