Motion Picture Herald (Apr-Jun 1955)

British Bound TuMe ^1 H. Bailey, manager of the New Empress •1 cinema, Nottingham, credits his assistant manager, G. Crabtree, with valuable assistance in arranging “Beau Brummell” exploitation. A university student in costume toured the city giving out contest cards for which prizes of nylon stockings had been promoted. . . . J. \V. Bonnick, manager of the Regal cinema, Halifax, used 1,000 cute give-aways picturing an old man eyeing a girl, to carry out the theme of “Young at Heart.” In advance of his playdate for “Bad Day at Black Rock,” he arranged to screen a 16mm. trailer at the local barracks. ... A. Buckley, who was on relief duty at the Regal cinema, Leigh, had a “Name the Star” contest to relieve the monotony of patrons who queued up during the Easter holiday period. A board was erected with photographs of five stars, made up from scrap material. Patrons appreciated working on the contest while in line in the foyer. . . . D. M. Campbell, manager of the Regal cinema, Stirling, Scotland, reports that in spite of reseating the theatre at a cost of £9,000, his suggestion for a reduction in admission went through, with no lowering of the standard program. The newspapers gave the story 12 inches s.c. . . . His assistant manager, G. Lennox, tied up with a brewer to use imprinted beer mats and cards in local bars and the brewer also supplied l,0fW throw-aways on “The Student Prince.” . . . R. J. Crabb, manager of the Lyric cinema, Wellingborough, had “Seven Brides for Seven Brothers” for his first CinemaScope showing, and advertised the picture as “The Musical in a Million.” A bride in wedding attire pulled the switch which opened the screen, and a seven-day trip to France was first prize in a tieup contest with a travel coach company. . . . H. Clayton-Nutt, manager of the Broadway cinema, Eccles, dressed a dummy in crepe paper costume for “Beau Brummell” and gained much attention when the figure was taken from the theatre to the window of a local tailor where an attractive display was arranged by assistant manager Peter Duffy, which was lit up at night. Also in the foyer was another figure of “Beau Brummell” with cut-out head and card which read “See Yourself as Beau Brummell.” A contest was arranged in the ballroom to find the local “Beau Brummell.” Bernard C. Lewts, manager of the <1 Regal cinema, Dursley, had a record 17 inches in the press when he augmented his usual film program with the annual National Savings Variety Show titled “Let the Children Sing.” Local child performers made the show a success, and the town surpassed its savings target. . . . Douglas G. Murray, manager of the Kings cinema, Montrose, Scotland, used directional arrows at key corners of the town and taxi stands, with rear window cards in taxis for “Down Three Dark Streets.” For “The Sea Shall Not Have Them,” he invited patrons to submit their most exciting sea venture, with guest tickets to the three best. . . . Sydney L. Sale, manager of the Granads cinema, Dover, arranged for the ringing of the school bell to exploit “Belles of St. Trinian’s” with announcements of the playdate. When he played “To Paris With Love,” he promoted a full window display in a travel agency with piled up luggage against a background of the Eiffel Tower and a ten foot streamer with picture credits. . . . A. L. Sargeant, assistant manager of the Regal cinema, Camberwell, released over-printed balloons from theatre roof on playdate of “The Love Match” and presented each child with one on leaving the theatre. . . . John L. Smith, manager of the Ritz cinema, Edinburgh, Scotland, conducted a most comprehensive campaign for “Seven Brides for Seven Brothers,” which he says was in effect a joint effort with the Regal theatre, whose playdate coincided. He had more than 20 window displays, teaser stickers, a sneak preview, a special fashion show, which he linked up with National Hairdressing Week, with a search in the press for seven “bridegrooms” to accompany the mannequins on stage, and music from the picture boosted by local bands — which all paid off. . . . T. W. Wrnon, manager of the Gaiety cinema, Leeds, received the personal thanks of the commanding officer of the local recruiting station for the good publicity given the R..\.F. through his lobby display of 10-foot rubber dinghy and other equipment for “The Sea Shall Not Have Them.” . . . A. N. Ward, manager of the Gaiety cinema, Birmingham, used treasure chest throw-aways worded “What treasure does this chest hold?”, the lid opening to reveal “Long John Silver.” . . . L. P. Ward, assistant manager of the Savoy cinema, Swindon, proud that the Road Safety Committee came to the theatre for their main support in launching a road safety campaign which was known as “Ring of Fear” week, with the picture title also indicating the ringed locations on the borough map where the more serious accidents had occurred. T T I R. N. Douglas, assistant manager of Prince’s cinema, Springburn, said quite a lot of persuasion was necessary to have the editor of the local newspaper run a serialization of “For Better, For Worse” in advance of his playdate, but he put it through. ... A. Heaton, manager of the Regal cinema, Beverley, tied up with the local club to stage a fencing display on the three nights prior to playdate of “Beau Brummell.” . . . D. Hughes, manager of the Cabot cinema, Bristol, happy with his quarterly award and sending more good campaigns in hopes of another. When he showed “Ring of Fear” at a Saturday children’s matinee prior to playdate, one of the staff in clown suit gave the picture a good plugging from the stage and after the show he .^.nd another of the staff in ringmaster outfit went through the town, with children following, and gave out throw-aways. . . . E. C. Hurry, manager of the Regal cinema, Edmonton, celebrated his birthday on the same day the theatre was 21 years old. He was chief projectionist when the theatre opened. Local newspapers gave unusually large space to the event with pictures of the manager, the theatre, famous organ and organists, and merchants expressed good wishes in a cooperative ad. . . . D. E. Lacey, assistant manager of the Regal cinema, Wembley, printed his contest throw-aways in green for “Green Fire,” with prizes of green nightgowns and “Green Goddess” wine. ... A. La Haye, manager of the Gaumont theatre, Acton, sends photos of his very good exploitation for “Prize of Gold.” A Messerschmitt three wheel limousine w'as displayed in the foyer, to be given as first prize for winners of his contest on stars of the picture. . . . John E. Lake, manager of the Savoy cinema, Luton, again active in the local Easter parade, with judging of the finalists in the beauty queen contest and giving of prizes taking place in his theatre. “Luton’s biggest show” attracted 40,000 this year, and overprinted balloons for “A Star is Born” were released during the parade. — W.T. YOU Cnn'T BERT FlUUCK A'"”” Make Us Prove Itl Send Us Your Next Order. 1327 S«. Wabash Chicago • 630 Nialh Aye. New York, N.Y. . . . Timely news supplementing the special monthly department covering ail phases of refreshment service. Florida State Appoints New Refreshment Executive In conducting a stepped-up refreshment merchandising program, Florida State Theatres, which operates over 70 theatres in that state from headquarters in Jacksonville, has appointed Norris McCollum as assistant to Bob Harris, head of the confections sales department. Mr. McCollum was formerly manager of the Matanzas theatre in St. Augustine, and prior to that, served for several years as city manager in Dalton, Ga., of four theatres in the Martin circuit. He is expected to do considerable field work in unifying Florida State’s refreshment sales policies, the announcement stated. Nestle Dime-Bar Campaign Big Success in the West The experiment launched by the Nestle Company about a year ago to eliminate “five-cent” candy bars on the w'est coast and to sell “dime-size” bars only in that market has proved to be a “complete success,” according to a report published by the trade magazine Candy Industry in a recent issue. “There is every reason to believe,” the announcement stated, “that Nestle will continue to sell only dime bars in the far west — and will, in fact, push dime bars there with much more advertising and merchandising help. “And, incidentally,” it added, “Nestle has plans on tap to expand exclusive dime bar markets beyond the far west areas.” New Ice Cream Display Case A self-contained display case for merchandising ice cream specialties has been announced by the National Market Equipment Company, Royal Oak, Mich. Designed for theatres having a “minimum floor space available,” the unit is styled with an enclosed plexi-glass superstructure for visual display. It measures 27 inches wide by 30 deep by 15 high. It is fabricated of heavygauge steel and is fully insulated. Service is made to customers through a rear panel. MANAGERS' ROUND TABLE SECTION, JUNE 18. 1955 41