Motion Picture Herald (Jan-Mar 1956)

1 but nobody under-sells HILUX See your Theatre Supply Dealer or write us directly . . . NOW PROJECTION OPTICS CO. ROCHESTER, NEW YORK SPEAKER STANDS and GUIDE LIGHT POSTS Fabricated to your specifications from new or used steel pipe or tubing — black and galvanized. Write — Wire — Phone SONKEN-GALAMBA CORP. 2nd and Rivervlaw Kansas City 18, Kanso* ATwater 9305 L NATIONAL THEATRE SUPPLY 29 Branches Coast to Coast J At the official opening of the "walk-in" section of the Clervue drive-in the front row of seats was occupied by Bill Cumbaa, general manager of MCM Theatres; Hugh Martin, owner of the Clervue and a partner in MCM; Norris McCollum, Tampa theatre manager; and Pat and Don McCaffrey, the first "walk-in" patrons. described by Mr. Martin: “He keeps all his pickle juice, also strains his relish juice through a cloth and adds that to the supply. Then he uses a ‘cradle’ as any bartender uses, a clear glass quart bottle with a label of ‘pickle juice’ thereon, nothing more. After drawing a Coca-Cola he adds one spoonful of pickle juice, then stirs. Those oil workers really line up to buy them !’’ A JOINT PROMOTION In addition to the Clervue Mr. Martin operates an indoor theatre at Clermont called the Lake. A few months ago he installed new seats in it throughout (supplied by Theatre Seat Service Company, Nashville, Tenn.) and introduced what he calls “another first for Florida’’ — a fourline, double-face attraction board with a large time-and-temperature clock above it. “There is one such in Columbus, Ga.,’’ he asserts, “and does it attract everybody’s attention !’’ (i)n some occasions Mr. Martin has used the same stunt to promote attendance at both his Clermont theatres. A recent one also enabled him simultaneously to “take a lick” at the television competition! “The only reason I did that,” he explains, “is because my enthusiastic next door merchant, the TV^ man in town, has his display window next to my theatre, dressed for the occasion — and a card printed ‘Make Your Living Room Your Theatre — oh yeah !’ ” In this stunt he used specially printed cards each bearing one word in a complete sentence. Patrons had to collect 23 of the cards to make up the sentence, and when they had done so they were entitled to a free pass. d'he sentence chosen was as follows: “A family of three can attend the (LakeClervue) Theatres twice weekly for $104 yearly — can you beat the 208 hours of entertainment elsewhere?” Always willing to share his promotional schemes with others, Mr. IMartin has recalled his experiences in this respect when he was a district manager for a circuit in years gone by. “There is ver\' little new even in show business, as you know,” he said. “I would pick up a trick that helped business in a town, carry it over the circuit, show the various managers just how this stunt helped the other fellow’s business — and leave a sample. Took me four weeks to cover the circuit. “Then on my next trip, I’d see a different version of that same stunt, some failures, but also I’d encounter improvements. Before the stunt was worn out, the originator would not recognize it as having been his or her original idea!” MANAGERS! Get This Handy Helper— The Master Guide to Theatre Maintenance —a book of practical information to READ and KEEP for REFERENCE $5.00 postpaid Published by Aaron Nadell. Order from — QUIGLEY BOOKSHOP 1270 Sixth Avenue, New York 20, N. Y. SHARING GOOD IDEAS 32 MOTION PICTURE HERALD, JANUARY 7, 1956