Motion Picture Herald (Oct-Dec 1951)

Footprints of "The Mob" Lead to Buffalo Theatre Richard Miller, manager of the Genesee theatre, Buffalo, had a lot of footprints painted on sidewalks, and all lead directly to the box office, with the occasional suggestion to “Follow the mob to ‘The Mob’.” Newspaper copy, window cards and radio spots supported the slogan as his selling approach. Larry Levy's "Loewdown" As a Newspaper Column Larry R. Levy, manager of Loew’s Colonial theatre, Reading, sends us the first example we’ve seen of his by-line newspaper column, “The Loewdown,” which contains news and views of motion pictures, in the Sunday Eagle, when people have time to read. It’s a fine use of inspired material from Loew’s, Inc. Catnip Tea Steeping Tiff Cook writes that his campaign on “Rhubarb” is cooking, as an entry for the Quigley Awards in the last quarter — and he is in his managerial office at the Capitol theatre, Toronto, with the pressbook and accessories, and a pot of catnip tea on the fire, getting ready for action. And the theatre cat looks exactly like “Rhubarb.” We’ve thought right along that Paramount sent out everything else to boost “Rhubarb,” but they forgot the catnip tea. It makes cats do strange and unaccountable things, for the promotion of public relations, etc. She's a Manager's Daughter Jeanette Jones, born July 20, 1931, is a new member of the Round Table, from the Midland Opera House, Midland, Md. The house seats 298 in a town of 1200, and she’s as welcome as the flowers in May, at our Round Table meetings. Says her father is always reading the Herald, and she is studying for the manager’s job. Just now, she is cashier, bookkeeper and general assistant. Her family would like a bigger theatre in a larger town. Now . . . RCA ready TO SJMI MORE MILLIONS in your theatre business Offers hold new plan to help you modernize now on low-cost credit Effective immediately: For you, the theatre owners, RCA now mokes available additional millions of dollars in new credit financing in an all-out effort to give you the theatre equipment you need to modernize right now for better house appeal, bigger grosses! ' Get full story. Call your RCA Dealer . . . today. THEATRE EQUIPMENT RADIO CORPORATION of AMERICA ENG/NEER/NG PRODUCTS DEPT. CAA1DEN, N. J. British Bound Tnbie ■ 1 John Longbottom, manager of the Odeon theatre, Middlesbrough, has a n.ew twist. The police inspector makes candid camera shots of youngsters crossing streets against traffic on their way to children’s shows, and these are run as slides on the screen, with a lecture by the Chief Constable, and his official awards for safety. Also, John held a “Happy Families” photo competition as exploitation for “I’d Climb the Highest Mountain,” and a local sponsor gives framed portrait enlargements to the biggest and nicest families photographed. ... A. Gray, manager of the Regal cinema, Oxford, had the cute idea of awarding a perambulator in his Festival baby contest for “One Wild Oat.” The Sheriff of Oxford gave a silver teething ring to the runner-up. . . . L. L. Spurgin, manager of the Robin Hood cinema, Birmingham, reports fine audience comments on his “Happy Go Lovely” autumn fashion parade. Ladies say they get a much better impression of clothes than they do in a shop window. . . . S. Pascoe Williams, manager of the Ritz, Woking, ran a Rotarians Party for the Aged, to see “Show Boat” — a benefit show for the Woking Hospital Fund, of which he is chairman, and another benefit for the Woking Boxing Club, in need of funds, in his fine program of public relations plus showmanship. . . . Peter Burnup points with pride to the fine campaign submitted by L. B. Barnett, assistant manager of the Odeon theatre, Littlehampton, as a first-rate example of showmanship from a small city, and a manager who is winning promotions. . . . Metro in London sends us a copy of their special press sheet on “Show Boat,” which matches the best on this side of the water. I Some weeks ago, Samuel Springfield, manager of the Palace cinema, Eltham, achieved considerable publicity in the local press when lie celebrated the theatre’s 29th Anniversary and entertained 81-year old Mrs. Sylvia Nugent who had been a loyal patron for the entire period. Then, Mrs. Nugent fell sick and it looked as though she would miss a show, so manager Springfield toted projector and print of “The Great Caruso” to her bedroom, running a necessary electric cable to her little gaslit, terraced house. The Daily Graphic made a big story of “The Cinema Goes to Granny.” . . . W. A. S. Lamb, asst, manager of the New Savoy Picture House, Glasgow, is a new member of the Round Table, competing for the Quigley Awards. . . . W. E. P. Lampert, manager of the Odeon theatre, Farncombe, launched a model “Showman” ship as inspiration for his staff. . . . John W. Wilkinson, manager of the Elite cinema, Middlesbrough, had attractive guests and children in kilts for “Happy Go Lovely.” George Rothwell, manager of the 200-seat Institute cinema, in the village of Garstang (population 1200) wins Peter Burnup’s applause and ours for his fine letter in belief of stout-hearted showmen. . . . Tom Grazier, manager of the Arcade theatre, Darlington, published a weather prophecy — “There will be a warm, sultry breeze blowing along Skinnergate” — as advertising for “Sirocco.” J. K. Pease, manager of the Princess cinema, Blackpool, landed fine publicity pictures in the local press for “The Great Caruso.” . . . Harold Shampan sends pictures of his promotions for new attractions, including “Mr. Belvedere Rings the Bell,” which does. SI Colin Farman, manager of the Domin•I ion theatre, Blackpool, is a neAv member of the Round Table who sends in exceedingly neat entries for the Quigley Awards as his first submission. With a sprig of heather attached, which he used as a good-luck giveaway for “The Toast of New Orleans.” Much good showmanship displayed by this young manager of an independently-operated, subsequentrun family theatre. . . . Harry Gent, manager of the Royal Hippodrome, Liverpool, had three sandwich men in the street, with placards, “They’re Coming”— “Around the Mountain” — “Abbott & Costello.” ... A. Heaton, manager of the Regal cinema, Beverley, reports that six traders cooperated for the first time in local newspaper history with a composite ad for “Teresa.” . . . W. Wyatt, manager of the Ritz cinema, Neasden, had his attractive Mayor and Mayoress with a guard of honor to see “Captain Horatio Hornblower.” . . . E. H. Anthony, manager of the Dominion cinema, Harrow, sends pictures of interesting window displays for the same attraction. . . . R. S. Brand, manager of the Ritz cinema, Southend-on-Sea, had a novel street ballyhoo for fabulous “Fabiola.” . . . Alan S. Dale, assistant manager of the Regal, Greenock, used slides on the screen of the local Festival parade. . . . C. Drysdale, manager of the Capitol, Leith, had a group of the St. Andrews Ambulance Corps in the theatre for his “Meet the People Night.” ... A. Atkinson, manager of the Gaiety cinema, Leeds, put “One Wild Oat” in a small envelope, as a giveaway to advertise the picture. SI D. A. C. Ewin, manager of the Lyric cinema, Wellingborough, had twenty prizes donated by local merchants, and displayed on stage for twenty winners in his “Happy Go Lovely” contest. The first prize winner had first choice of the lot, with No. 20 getting the last remaining gift. Isn’t that a novel way of handling prizes ? And, as an additional touch of showmanship, on the same occasion, the audience decided which merchant won the coveted “Rose Bowl” award for the best decorated shop window, presented by the Chamber of Trade. That makes a two-way contest with a lot of audience participation. . . . Another good idea from Britain; A. T. Fowle, manager of the Astoria cinema, Brighton, promoted what local shops called their “free half hour” as exploitation for “Mad Wednesday.” Shoppers bought as usual and received dated and time stamped sales slips. Next day, they learned that the money spent for all purchases in a particular half hour would be refunded ; this half hour period being left to chance in each store. . . . R. J. Crabb, assistant manager of the Savoy cinema, Swindon, found wonderful old automobiles for “Excuse My Dust” which made newspaper photographs. . . . Noel Briggs, assistant manager of the Lyric, Wellingborough, credited with showmanship displayed in his entries for the Quigley Awards. . . . J. J. Kaye, manager of the Prince of Wales cinema, London, a new member of the Round Table, had attractive “Prehistoric Women” caged as lobby display and for street ballyhoo. OUTDOOR REFRESHMENT SERVICE from Coast to Coast over Vi Century SPORTSERVICE CORP. SPORTSERVICE BLDG. • BUFFALO, N. Y. WHEN YOU NEED SPECIAL TRAILERS ‘GOOD’ AND F-A-S-T SEND YOUR ORDER TO FILMAC^K CHICAGO, 1327 S. Wabash NEW YORK, 630 Ninth Av. MANAGERS' ROUND TABLE. NOVEMBER 24, 1951 45