Motion Picture Herald (Apr-Jun 1955)

It*s Always ** Christmas Somewhere in the liVorld Barney Balaban, president of Paramount Pictures, is joined by executives of the company's foreign department in examination of a special display at the home office of exploitation and promotion campaigns on "White Christmas" from overseas, a recordbreaking array of showmanship campaigns, a number of which will be entered for the Quigley Awards. Left to right, above, J. William Piper, secretary of Paramount International; Paul Flodin, manager for Sweden with headquarters in Stockholm; Mr. Balaban; Boris Jankolovics, manager for Belgium, with headquarters in Brussels; Paul Ackerman, foreign department ad-publicity manager, and James E. Perkins, executive vice-president of Paramount International. Joe Jarvis Uses Ad Patron Has Written Something of an innovation, and a stunt that attracted widespread attention, was planted by Joseph Jarvis, owner-manager of the Gilbert Stuart theatre in Riverside, R. 1., when he prevailed upon one of his patrons to write a newspaper advertisement for “Hit the Deck” — which was so highly complimentary that it was used in its entirety, in local papers. Appended to the copy was the breezy comment of Joe Jarvis, saying that he would like to latch on to another good copywriter from his audience at previews— as he undoubtedly will. Johnnie Silverwatch, manager of the E. M. Loew Hartford Drive-in theatre, Newington, Conn., attracting children to his revival of “Davy Crockett, Indian .Scout” with his offer of souvenirs. ▼ Sal Adorno, Jr., launched his newly-built Middletown (Conn.) drive-in theatre by hosting area Kiwanis club members and their wives at a special screening of “Strange Lady in Town” and a theatre tour. State and city officials participated in the official opening on the following evening. T Frank McQueeney, manager of the Pine Drive-in theatre, Waterbury, Conn., tops his newspaper advertising for “Chief Crazy Horse” with a list of the fine conveniences to be enjoyed at his drive-in. Louis Lutz, manager of the 6 Mile Uptown theatre, Detroit, Mich., using trailer copy to impress patrons with the magnitude of his refurbishing plans, and announcing a contest to guess the cost of replacing seats. The seat company is putting up $100 cash as prize and furnishing a chair for display. V There’s something new under the sun — three Connecticut drive-in managers offered free fire engine rides to youngsters. Frank McQueeney of the Pine, Waterbury, Bob Schwartz of the Lake, Waterbury, and Milt LeRoy who manages the Blue Hills in Bloomfield know how to intrigue children. V Jack Sanson, manager of the StanleyWarner .Strand theatre, Hartford, Conn., gained some advance newspaper publicity for “Mr. Roberts” when he attended a special screening for theatre executives. V Jim Darby, manager of the Paramount theatre. New Haven, Conn., arranged for the appearance of Lt. Col. Tim Fakes, one of the first members of the Strategic Air Command in connection with the opening of the {jicture of that name, and the local newspaper ran a three column story. V Ray McNamara, manager of the Allyn theatre and George F. Landers, division manager of E. M. Loew’s Theatres ran cooperative newspaper ads with the newly opened Pigeon Hole garage in Hartford to point up the benefit of this new type of parking to their patrons. Charlie Says Billy Bates As A Star Charlie Jones has been properly worried about a wisdom tooth, which may or may not be reasonably associated with his acquisition of new dimensions at the Northwood theatre, Northwood, Iowa — for such growth is painful and the extractions cost money. But, Charlie says he’s made the improvements that have been necessary, and he knew' it all the time. What he likes, recently, are the Billy Graham films, “Reaching for Heaven” — and the Allied Artists’ short film, “Mighty Fortress” — which was produced by Paul Short, of Texas COMPO. “Talk about box office,” Charlie says, “that guy is greater box office than any star in Hollywood.” From what we read in the papers, he could have been elected a member of the House of Commons, in England, where he played to greater audiences than the politicians. Charlie is using the “Baby Sitters’ Pass” idea that has been outlined here several times in the past; and he is also selling “Father’s Day” ticket books, as gifts. Says, “If he sells three books, he’ll be surprised” — but in Canada, where they do a real job of this, they give the Boy Scouts 10% commission, and then entertain 600 Scouts at a special show, to award them their share of the take, which is not trivial. Famous Players-Canadian sell an additional million tickets a year, in book drives conducted all the year round. APPLICATION FOR MEMBERSHIP MANAGERS' ROUND TABLE 1270 Six+h Avenue, New York 20, N. Y. Ntme Position .... Theatre Address City State Circuit Absolutely No Dues or Fees 40 MOTION PICTURE HERALD, JUNE 18, 1955