Motion Picture Herald (1954)

rpproaCi l Manager Has To Sell The Netr Films Bringing patrons to see pictures is as much the responsibility of the working staffs in theatres as it is of the picture, Ted Schlanger, Philadelphia zone manager for Stanley Warner Theatres, told a meeting of all his managers in that city, as one of his conclusions after a tour of 59 theatres in his jurisdiction. “It is true that we have been blessed with a number of good pictures this year, but there also were good pictures last year,” Mr. Schlanger said, in remarking upon the good business achieved since the start of the Fabian Fabulous Forty Drive two and a half months ago. “The results offer conclusive evidence that there is plenty of business to be gotten if the entire organization makes a concentrated effort to go after it, and even those in the organization who are sitting on their hands can’t help but be impressed by the tremendous box office. “Our task is to call attention to the attractions of our merchandise like we are doing during the drive, and not revert back to that lethargic state that formerly existed wherein we went through the same routine on every picture with an ad in the newspapers and 40 by 60’s out front, and waited for the customers.” In studying installations of new techniques, Mr. Schlanger said he finds “it is of the utmost importance that the sound level be controlled from the auditorium and not from the booth or by electronic devices” ; and also that the manager should make certain the sound level from the three horns is equal in volume, and that the volume is not higher than normal optical sound. He announced William Morgan, manager of the Warner, Atlantic City, as winner of the first period of the drive. Four equal awards for second place are shared by Larry Graver, Mastbaum, Philadelphia; Lew Black, Warner, Wilmington; Chester Woerner, Lansdowne, Lansdowne, Pa., and Dominick Lucente, Broadway, Philadelphia. "Tokay" Drive-In Theatre Celebrates Wine Festival The 17th annual Lodi, California, Grape Festival and National Wine Show is quite an event, and the official program, sent to us by Warren Campling, manager of the Tokay Drive-In theatre, has a certain something about it that stands out in our mail. Seems to us that some other theatre towns, in the Finger Lakes country up in central New York State, could do something like it, if they were as interested in local products. At this time of year, with the leaves turning and the grapes ripening, the Lake country is something you can always remember. Warren Campling extracted the maximum public relations and exploitation value from the local event. The show draws people from all over California. GONE WITH THE WIND— MGM. David O. Selznick's production of Margaret Mitchell's story of the old south. The greatest motion picture ever made, greater than ever on the wide screen. In color by Technicolor. Full length, unchanged, and doing more business than ever before, on the fifth time around! Three hours and forty minutes of thrills, the greatest money's worth in show business. Starring Clark Gable, Vivian Leigh, Leslie Howard, Olivia de Haviland. The picture that has won TEN Academy Awards. Every moment of the fiery, romantic novel, comes to life. If you haven't seen it, you must. If you have seen it, you'll want to see it again. 24-sheet and other posters have been remade to create art materials for marquees and lobby display. Jumbo herald from Cato Show Print keys your campaign, and sells a super-attraction. Newspaper ad mats equal to the occasion, for every situation. All sizes, and in two basic styles, for class and mass advertising. The economy ad mat at National Screen, for 35^, gives you nine different ad mats and slugs, two publicity mats and some linotype border, sufficient for small theatres. A special mat of ad slugs in two sizes, offered in the pressbook, is a good item. Many exploitation and promotion ideas, based on early runs, will help you. Six million teenagers have never seen the picture. High schools in 43 states have asked to cooperate with local playdates. Book promotion includes an 864-page paper-back edition selling for 75f! which is a bargain. JULIUS CAESAR— MGM's d ramatic masterpiece, direct from Broadway and triumphant pre-release runs at advanced prices. Marlon Brando, Greer Garson, Louis Calhern, John Gielgud, James Mason, Deborah Kerr in "as sharp a study of violence and intrigue as any modern melodrama" — by William Shakespeare — but what Shakespeare! Audiences stand and cheer this picture — it has happened over and over again! Three kinds of heralds — including a tabloid copy of "The Daily Chariot" which reports a murder! 24-sheet and other posters planned to create pictorial and art materials for your displays. Newspaper ad mats many and varied for size and shape — all with the style that sells Shakespeare to all ages and kinds of people. After intensive trial runs, MGM now releases "Julius Caesar" with the benefit of their exploitation skills, developed in actual practice. The 35^ economy mat at National Screen is Metro's gift to small theatres at low cost. High school and student campaigns will pay off, and much is given to help you, in the pressbook. Ticket-selling ideas that have been proven and will work! A record album, and a special 9-minute overture, from the screen, is ready. A set of illustrated letters in giant size, at $2 per set, to spell out the title, have been provided for lobby hangers. A special block 24-sheet poster is good for advance display. "Julius Caesar" has conquered city-by-city across the nation. You may aim both for the high-brows and the low-brov/s. Compelling copy in attractive covers— from two competent Canadians. Above, Tiff Cook's exploitation bulletin from Famous Players' home office in Toronto, and below, Dan Krendel's Ballyhoo bulletin written for his Ontario Busy Bees — all in straight line, shortest distance between two points, most punch to the paragraph — style. MANAGERS' ROUND TABLE SECTION, OCTOBER 2, 1954 47