Showmen's Trade Review (Jan-Mar 1947)

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22 SHOWMEN'S TRADE REVIEW. January 4. 1947 SELLING THE PICTURE 'Fears' in Gala Loop Bow Gala premiere of Samuel Goldwyn's "The Best Years of Our Lives" at the Woods Theatre in Chicago recently set a new high in excitement and fanfare, eclipsing anything seen in the loop district in many years. In spite of near zero weather and efforts of extra police squads, thousands of people blocked Randolph Street and created havoc with traffic. Blazing kleig lights focused attention on the festivities and two radio broadcasts from the theatre lobby attracted attention to personal appearances of stage, screen and radio celebrities headed by Cathy* O'Donnell, co-starred in the picture with Myrna Loy, Fredric March, Teresa Wright, Dana Andrews and Virginia Mayo. The premiere was the climax of weeks of the heaviest publicity, advertising and exploitation campaign in recent history which helped offset the inclement weather and resulted in steady box-office lines. Wometco Circuit Marks 21st Birthday in Fiesta Fashion In observance of its 21st birthday, the Wometco Circuit of Miami, Fla., recently staged a 21-Day "Fiesta" in all its theatres. A special manual prepared at the home office was sent to all managers in advance of the celebration. Typical of the activities utilized to make the occasion a real "fiesta" was the campaign of Edward May, manager of the Rosetta Theatre. While some of his stunts were taken from the manual, the astute theatreman developed a few ideas of his own and put them over in real showmanly style. One of May's biggest stunts consisted of several birthday parties in which the person giving the party served refreshments to his guests in the theatre foyer. Members of the parties also attended a performance of the current picture, paying regular admission prices. To carry out the "fiesta" idea, all staff employes wore special "21 -Day Fiesta" badges. Usherettes wore multicolored, crepe dresses with purple sashes, and had paper flowers in their hair. White shoes and stockings completed their outfits. Costumes were changed each week, so that the girls always appeared fresh and clean. The fiesta motif was carried out in theatre FIESTA ATTIRE. With Wometco Theatres celebrating the circuit's 21st anniversary via a 21-Day Fiesta, it was only natural that Manager Edward May of the Rosetta Theatre, Miami, should have his usherettes colorfully attired for the occasion. And here they are — several lovely girls in whom Manager May takes great pride. and lobby. The stage, lobby and front were decorated with palms, ferns and cut flowers promoted without cost from a local florist for the entire 21 -day period. A special fiesta trailer was run 10 days in advance with a special trailer being shown through the 21 days. Endorsement trailers were used in advance on several of the pictures screened during the fiesta. Stage announcements were made at suitable intervals by the manager and his assistant. The confection counter was also appropriately decorated. A free admission stunt, tied up with the "21" idea, aroused an unusual amount of interest and won new friends for the theatre. Following a manual idea, May offered free admission to everyone who purchased tickets whose number ended in 21. All Saturday morning cartoon shows for children were made a part of the campaign. May readily obtained permission to make special announcements of the fiesta in schools and service clubs, at assemblies in St. Mary's Parochial School ; the Little River Morningside and Shores elementary schools, the Miami Edison Schools and at the Rotary Club luncheon meeting. Four stores — jeweler, grocer, super market and restaurant — used specially designed 22 x 28 window displays with 11 x 14 theatre photos of crowds waiting for admittance. A donkey street ballyhoo, used for the film, "The Time of Their Lives," proved a special attentiongetter. A slogan that had a slight variation in employes' salutation to patrons and others attracted much attention and favorable comment. Instead of the customary "Thank you," employes for the entire 21 days used the response, "Thanks to you" over the telephone and to patrons. The special response was further used in all announcements, thus conveying the management's appreciation to the theatre's patrons who had made the 21st anniversary possible. Newspapers were friendly to the anniversary idea and were generous in the use of stories and photos. The Miami Herald cooperated in the theatre's Sadie Hawkins Day, based on the popular cartoon strip. The three winners at the Rosetta, and at the other Wometco theatres, were invited to compete for city-wide honors at the contest finals. Screen trailers, lobby displays and an allowance for each theatre to purchase surprise gifts — for patronskitchen utensils, soap, soap powders, vegetables, etc. — were supplied by the Wometco home office. Radio, Co-ops, Displays Sell 'Strange Woman' Extensive radio time, cooperative advertising, window displays, bannered trucks, special outdoor posting and the press were used in the well-rounded campaign conceived and executed by Manager George Peters of Loew's Richmond, on United Artists' "The Strange Woman." E. E. Milburn, UA exploiteer, assisted Peters on the campaign. Radio stations WLEE, WRVA and WMBG featured announcements about the picture on such programs as that conducted by Edith Lindemann, drama editor of the Times-Dispatch; the Juke Box program which offered stills as prizes for correctly answered questions about the picture; guest tickets for correct answers to questions on the Battle of the Crooners and Watcha' Doin' programs ; also guest tickets on Man in the Street programs ; special broadcasts featuring star biographies and spot announcements from time to time via all three stations. Cooperative display advertising was placed by two of the city's leading stores tied in directly with the showing of the film at Loew's. Twenty-eight special window displays most of which included art signs 44 inches high were placed in downtown stores in addition to another dozen smaller displays being placed in soda fountains and luncheonettes. Peters and Milburn were particularly fortunate in obtaining extra newspaper space pi the Times-Dispatch, and NewsLeader with feature stories and art in advance of the picture's opening. Mason Photo Giveaway The first 500 ladies attending the Winter Garden last Saturday morning between 9 a.m. and 12 noon received gratis an 8x10 glossy photograph of James Mason. Stunt was in connection with the opening of "Wicked Lady." PLENTY OF APPEAL. Here's a display that certainly must have caught the eye of every patron of the Fox Theatre, Hutchinson, Kans., in advance of the showing of Warners' "The Big Sleep." Note clever arrangement of stills. Credit Manager Frank Hill.