Motion Picture Herald (1953)

For Drive-in Ke-Openings Robert Retzer, district manager for Suisan-Fairfield Theatres, operating driveins, acknowledges his current membership card as an old Round Table member, and tells us of his handling of the re-opening of the Salano. He writes, “I contacted Metropolitan Mat Service, knowing they had no such material, and made a few suggestions — which, to my amazement, they were grateful to develop.” Now, a re-opening newspaper layout is available to all west coa^t drive-ins at reasonable cost. Bob is pretty well known in his territory, as a winner in various showmanship contests. In addition to special mats, he promoted imprinted balloons, and imprinted lollypops, as giveaways. The nearby Travis Air Base sent their Clown Club to entertain tbe youngsters. The pony ride concession did such a business the ponies had to take the next day off. A local furniture store sponsored a giveaway for adults in return for program advertising. There were so many customers that they averaged 56c per patron in concession sales for every dollar at the box office. Assistant Manager Gets Good Window Display Matt Saunders, manager of Loew’s Poli theatre, Bridgeport, asks that due credit lie given to Charles Gaudino, assistant manager, for the very effective window display which he worked up for “City Beneath the Sea” — involving a full deep-sea diver’s regalia, treasure chest, stills from the picture and copies of the hook, "I Dive for Treasure,” by Lt. H. E. Rieseberg. Store was vacant, and the use of the window was promoted entirely from scratch. Marty Wucher, manager of the Town theatre, Miami, Fla., sends a picture of the suspended rocket ship which gave his lobby that stratosphere look for ‘‘Al)bot & Costello Go to Mars.” MEET ME AT THE FAIR — Universal-International. In color by Technicolor. Let yourself go, back to those happy times when Romance rode in a horse-and-buggy, and Adventure waited around every curve! Dan Dailey, Diana Lynn and Chet Allen, the boy with the unforgettable voice. Songs that you'll remember and that you'll like to hear. 24-sheet and other posters have good character scenes of players and the Fair. Herald keys the campaign, and "Color-Glo" stills sell color with color. Newspaper ad mats In sufficient styling to sell the idea of the picture. Including the bargain, composite mat for 35c which has everything for small situations. Right this way for old Doctor Tlllbee's amazing box office wonder tonic! Use the carnival and medicine show approach to sell the nostalgic fairground. Selling Appraach THE GIRLS OF PLEASURE ISLAND— Paramount. In color by Technicolor. Get set for the happiest date of the year. Nothing like "Operation Sarong" ever happened to the United States Marines before! And don't jump at conclusions, for no nicer, more pleasant picture was ever made for the family trade. The Marines landed, 1500 strong, on a lonely tropical Isle, where Edmund Gwenn lived with his three motherless daughters, who had never seen an eligible young man before. They know how fo handle the situation, and you'll find out. 24-sheet and all advertising stresses the sarong angle and makes this delightful comedy more sexy than It Is, so be warned against overselling In the wrong direction. Posters will make presentable and usable cut-outs; the newspaper ad mats are all right, but, really, this Is a family picture, and has had excellent reviews in the magazines. The complete campaign mat at 35c Is a little sketchy this time, but It's still a good value, so we suggest you buy another mat or two. The picture deserves better advertising than it gets In the pressbook. The three girls were especially selected to play original roles and you will like them as much as your audience does. HOUSE OF WAX— Warner Brothers. Color by WarnerColor. The first threedimensional film. In natural vision, sound and color. A typical "horror" picture in a turn-of-the-century setting, but acceptable and desirable entertainment. You'll like the way in which It has been presented, and It will satisfy, beyond any recent film requiring polorold glasses. It's an exploitation picture, and abounds in display possibilities, because of ifs three-dimensional quality. 24-sheet and other posters have the "leaping" figures, out of threedimensions, which you can re-create for lobby and marquee. Many have done this with greaf effectiveness. There's a special 7-foot display piece, direct from Warners, and a special herald which carries fhe punch. Pressbook tells you how to use this special material to your best advantage. Newspaper ad mats are strong. In the style of the posters, and In sufficient size and shape to suit all situations. The combination ad and publicity mat at 35c has everything needed for small theatres. We liked the "FlI-Back" ballyhoo paddle, which is used IN the picture, and which you can have your sidewalk ballyhoo man use in front of your theatre, in keeping with the action. Teaser ads In good assortment. PONY EXPRESS — Paramount. In color by Technicolor. When America's future rode In the saddlebags of fhe famous cross country pony express. The adventure that Abraham Lincoln hailed, "A grateful people acknowledge with pride its debt to the riders whose achievement can only be equalled, never excelled!" Charlton Heston, Rhonda Fleming, Jan Sterling and Forrest Tucker, In a super-western, kingsize for your theatre screen. Racing across 1500 miles of danger-filled wilderness, they forged an Immortal American epic. 24-sheet and all posters are especially designed for cufoufs and will make fine marquee and lobby display. Newspaper ad mafs are fhe best in weeks, as something new and different for your amusement page, to sell a top-bracket western picture to the new movie-going audience of today. A sock series of advance feasers is fhe newest novelty in this line for our money, and will stand out. Complete campaign mat lets down to nothing much beyond slugs, which Is too bad, for fhe larger display ads with the maps and the action, really sell the picture. There are so many we like that we can't recommend any In particular. Jumbo herald In color keys the campaign In most situations, and has a cartoon-style story panel. Herald Is made to be Imprinted on opposite side with advertising for a cooperafive merchant who will pay the whole bill, plus the distribution. A set of Color-Glo stills will sell the color with color In lobby display. The larger display newspaper ads are really Inspired. BY THE LIGHT OF THE SILVERY MOON — Warner Brothers. In color by Technicolor. The most warm-hearted musical under the sun. Those grand days, those grand ways. They're singing, they're dancing, and wooing and doing all the things the boys and girls love to do "By the Light of the Silvery Moon." The Radio City Music Hall's Easter attraction, which Identifies If as a fine, family picfure. "How fhey croon, how they spoon, by the light of the moon." 24-sheef and posters have portrait heads of Doris Day and Gordon MacRea for marquee and lobby display. Newspaper ad mats are nostalgic and amusing, to delight the folks who will be singing fhls music. Plenty of ads fo choose from, plus the excellent campaign mat with enough advertising and publlcify mats for all small situations, for 35c — fhe biggesf bargain at National Screen. Buy this mat and get a whole assortment for fhe price of one maf. Music fieups are a nafural and there's a Capitol record album and sheet music, with poster covers of Doris Day to catch the eye. ^ET THAT EXTRA TOUCH of Bhowoianship 1327 5. WABASH AV. CHICAGO 630 NINTH AVE. NEW YORK fILMACK MANAGERS' ROUND TABLE SECTION, MAY 2. 1953 41