Motion Picture Herald (1954)

ODEON'S "BIG SHOW TORONTO MEETING TORONTO: Odeon’s fifth Showmanship Drive to be held in every theatre from coast to coast, across Canada, accomplished its two main objectives — the stimulation of enthusiasm and initiative, and the raising of showmanship standards — so E. G. Forsyth told circuit executives and regional managers at the "Big Show” Award luncheon at the Royal York hotel. This drive is by far the most successful to date, and campaigns were submitted each week for 13 weeks from 99% of the Odeon theatres in the Dominion. The luncheon opened a two-day managers’ meeting. Mr. Forsyth spoke in the absence of David Griesdorf, general manager, who was unable to be present because of illness. “The Big Show” Was an Inspirational Theme The theme of the luncheon, as well as the business session that followed, was the same as that of the contest — “The Big Show” — and the luncheon room held “the big top” with circus acts and atmosphere. Outside, circus posters were displayed, and attractive girls in midway costumes ushered guests to their tables as Circus Boss Jim Hardiman acted as a circus barker. The luncheon was opened by Leonard Brockington, president of the J. Arthur Rank Organization in Canada, and introduced the director of the Managers’ Round Table of the Motion Picture Herald, with other members of the Canadian trade press. Mr. Brockington paid tribute to the late Terry Ramsaye, and spoke of the visit to Toronto of Martin Quigley, at an Odeon judging. Nick Langston, manager of the Capitol theatre, Hamilton, was the first prize winner, receiving the Odeon Trophy, a cheque for $300 and an extra week's vacation. You will find the picture of this occasion in the adjoining column, followed by the presentation to the second prize winner, Don Gauld, manager of the Odeon, Fort William. And the happy group of showmen in the third photograph at right are Ken Davies, manager of the Odeon Guelph, first prize for the greatest improvement over 1953; Ralph Bartlett , Odeon, Sarnia; Vic Nowe, Odeon, Toronto; Charles Mason, of the Roxy, Brampton, who now joins Odeon’s home office staff ; Ron McGill, of the Palace, Galt and Ed Burrows, of the Odeon, Brantford, all top men in their respective regions, and runners-up in the contest. Assistant Managers — And “Movie Widows” Awarded In making the presentation of prizes, Mr. Forsyth told the luncheon guests that all assistant managers will receive cheques in the mail, in every theatre where the managers have received first, second or third prizes. Another successful innovation was the introduction of prizes for the wives of winning managers in all theatres. He commented that this was the first recognition of the “movie widows” — who have been so often forgotten in giving credit to the working manager — on his job. Special tribute was given Wannie Tyers and Jim Hardiman for their ingenuity in planning the "Big Show” contest in all its ramifications. Mr. Forsyth said, “The annual Showmanship Drives have helped to train managers in the necessary duty of meeting new competition. Showmanship is a full-time, yeararound occupation, and we have a duty to the public, the producer, distributor and ourselves to sell our new film product.” Congratulations to the winners were offered by Peter Myers, president of the Canadian Motion Picture Distributors Association, who pointed out how delighted he was to see the showmanship effort displayed, and $aid, "We are no longer selling 1953 models. We now have TV competition and we have to meet it.” The regional "Big Show” meeting in Toronto will be followed with a meeting of Quebec managers, set for Monday and Tuesday, October 4th and 5th, at the Ritz-Carlton Hotel, in Montreal Riff Premiere Promotion of * ~t on tessu 9 9 Two hundred and forty florists, 425 travel agencies and the 67-store Carvel ice cream chain joined in the mammoth New Yorkmetropolitan area co-op campaign spotlighting the gala world premiere of United Artists’ “The Barefoot Contessa” at the Capitol Theatre on September 29, it was announced by Francis M. Winikus, national director of advertising, publicity and exploitation. The jumbo point-of-sales promotion will back the record newspaper ad and poster program booming the long-awaited Humphrey Bogart-Ava Gardner starring film throughout the five boroughs and in major suburban centers. Under the sponsorship of the Metropolitan Retail Florists’ Association, the 240 leading flower shops in Manhattan will ballyhoo “The barefoot Contessa” with bigspace window displays combining special posters and scene stills from the film. Four hundred and twenty-five travel and tourist agencies are joining the big co-op push with counter and window displays promoting a “Contessa” letter-writing contest that will award free round trips to Italy to the winner and a chosen companion. The national competition, which is being kicked off with the Capitol premiere engagement and is sponsored by the Italian Line, will back openings of the UA release in every exchange area of the country. Thirty thousand special heralds plugging the contest and picture will be distributed over the counter in and near New York. The Carvel ice cream outlets will back "The Barefoot Contessa” with posters, counter cards and streamers. Carvel’s “rolling store” truck will tour the metropolitan area with bannered announcements of the opening and the company will net more attention for the film with a foot-high shoe made of ice cream, which will be shown on TV. Additional co-op support for the CAREsponsored premiere of "The Barefoot Contessa” will come from window displays pegged on the fabulous wardrobe worn by Ava Gardner in “The Barefoot Contessa.” Important stores participating include Bonwit Teller, Tailored Woman and Lewis and Conger. Brooks Brothers are providingwindows featuring Edmond O’Brien and the Van Heusen shirt tie-up, which is being advertised nationally with a full-page insertion in Life. HAS 80 SWELL IDEAS for Selling Your — IfWiOWE'Ett SHOW! tfkad. TnAwAatian. . . SeGectana. Idea Always Use NIMACK for All tour TrolUr Requirements 46 MOTION PICTURE HERALD, OCTOBER 2, 1954