Ballyhoo (Oct 22, 1954)

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4 ASSIST ADVERT. ct 4 Ai1L the major companies are interested in seeing their product get the best selling job possible ... and will often share in our advertising costs. Don't decids at the very last minute that this or that particular attraction requires a boost ... and don’t wait for somebody to tell you. If you feel that you should spend a little more, drop me a note well in advance ... specifying how much more you think you should have ... Ili pass the information on to Jimmy Nairn for action. DON'T spend the extra money first, and then ask us to try and get it back for you ... It won't work. NEW ASPECTS ——. Just as with CinemaScone, VistaVision is an important new adventure. Exactly what do you know about it? If you've been reading all that the trade magazines hays been writing about it, you should be pretty well informed. Start talking it up ... Sell it ... Glamourize it. You're the only one who can get it across to your customers ... and sell, itt NOW. Get the romance of Showbusiness in your souls ... and a ee eT Sl some of it is bound te rub off on your customers. INTERMISSEON TRATLERS Do you use a confection intermission trailer? How long hare you been using your present one? Do your patrons get just a little bat bored with it? Here's a thought, and a good one. There are several good trailers available ... If four or five theatres in a closely-knit group order a different trailer each, and interchange them every couple of weeks ... you need only show the same treiler about two weeks ovt of ten ... and by the time it comes around again, your customers will hardly remember it, and feel that you're constantly freshening up your screen. Think about it ... and ACT on bre PRESENSATION One of the most important phases of « theatre's operation o.. and the one most frequently neglected, is the presentation of your screen attraction ... Anybody can push the buzzer and have the operatars throw a picture on the screen cee It takes a showman to dress up his stage, his screan and his picture so that they combine to give an illusion of reality to his performance. When you have a GinemaScope feature and regular 1.33 short subjects on the same program, do you just leave your screen wide open after the feature, and throw a standard size news on the giant screen? How wrong, and how disillusioning., ALWAYS draw your masking to the size of your picture, and when CanemaScope comes on, part your curtains and open your masking with the expanding film. What a difference it makes. I know that all my theatres follew this practice ... but, dust in case you forgot .-. MAKE SURE. Have you any equipment in your booth over and beyond the besic projectors? Have you theught cf putting it to use? Your effect — machine can do quite a job for you ... ib can even mask in, your picture if need be ... Give your prejectionists the green light, and sag what tricks they can do with their equipment and their ingenuity.