What's New? (Jan-Feb 1974)

SUCCESSFUL “CINEBUCKS” PROMO INCREASES CHILDREN’S SATURDAY MATINEES TOM MCKEE, CIVIC THEATRE, NELSON, B.C. UNITES BIRTHDAY CLUB AND CINEBUCKS PROMOS FOR SUCCESS — FUL CHILDREN’S SATURDAY MATINEES. Shown above is the hugely enthusiastic group, new members of the Civic Birthday Club holding up their first Cinebuck’s towards a free admission on their third visit. Lower photograph presents M.C. Tom McKee with his selected group of five youngsters on stage playing games for valuable prizes promoted from the co-operating Big Top Shop each week. Lou Lobb started it in Regina, Wilf . Runge picked it up and adapted it for his equally successful use in Moose Jaw, Saskatchewan, now Jack McKee of the Civic Theatre, Nelson, B.C. has picked it up and made it work for him. What is it ? “CINEBUCKS! " A sound promo to increase the kiddies Saturday Matinees. Remember you read all about first in WHAT’S NEW. One of the primary objectives of WHAT'S NEW is the dissemination of information on sound promotional ideas which, hopefully, will prove helpful, be picked up by managers and implemented. For this reason we have always been a little puzzled as to why more managers, looking for ideas to build their Saturday matinees, have not picked up the CINEBUCK idea. It is for the same reason we are so delighted to hear that Jack has done just that. The other important point to be made is the fact that a couple of managers have picked it up takes nothing away from Jack’s unusually fine effort. What we’re trying to say here is we sometimes get the impression that many managers avoid duplicating a promotion fearing they won’t get credit for it because it has been done before. WRONG WRONG WRONG ! ‘To refresh your memory, CINE BUCK’S, developed some time ago by Lou Lobb, who will confirm he adapted the idea from the Cinemoney voucher idea, promoted some three or four years ago on the Mini Fit Hosiery promo, CINEBUCK.:S is a sort of funny-money giveaway to children who, on attending any children’s Matinee receive a CINEBUCK with the purchase of an admission ticket. When he saves up a second CINEBUCK by a second visit he now has two CINEBUCKS which admits him on his third visit FREE! SIMPLE ... but it works. Adding icing to the cake for extra plusses, a BIRTHDAY CLUB has been combined with this Cinebuck promo. Children attending the Cinebuck showings are invited to enroll giving their birthdate at which time, they receive a free admission to say HAPPY BIRTHDAY to the lucky youngster. Part of the movie club treatment, if you will, involves some sort of stage presentation with the mana ger acting as M.C. This is a vital part of the success of the promo where children get to know and respect the manager. In this regard, and another big plus, Jack promoted a tie-up with the Big Top, a local toy store with cafeteria. They became sole sponsor of the Stage activities providing $150.00 worth of toys for giveaway each week on stage, no one prize being worth more than $5.00. The prizes were given away via stage contests and games, dear to the hearts of kids, of course, all of them vieing for their brief moment of glory in the spotlight. Jack winds up his excellent campaign report with the following interesting comment, ‘‘Children’s reaction has been kinder vandalism. almost ceased. Staff involved and interested. | wish a greater number of brother managers would become involved, it is most rewarding.”’ Right on, Jack! MORE PROMONOTES...... BILL TRUDELL, Capitol Theatre, London, does it again! Booked to play GOSPEL ROAD _starring Johnny Cash quietly noted advertising announcing the personal appearance of Johnny Cash at the Gardens in London with a sellout crowd of 9,000. He immediately got in touch with Johnny and talked him into announcing the playdate of the picture coming into the Capi tol. He then arranged for a personal telegram from Johnny Cash stating ‘‘Delighted to hear that Gospel! Road will be playing at your fine theatre. Saul and everyone else deeply involved in this project join me in hoping that the public enjoy it as much as we enjoyed making this unique movie. Signed Johnny Cash.”’ Bill reproduced this telegram incorporating it into his newspaper ad layouts for a punchy ticket selling copy. With this sort of co-operation he had no difficulty in securing further coverage with radio station CFPL’s Country Music Show. The station sponsored a half hour show featuring Johnny Cash, and_ incidentally, plugging GOSPELL ROAD at the’ Capitol. e JACK FRANKO, Westmount Theatre, Edmonton, Alberta, reporting on his Special Matinee fog Retarded Children states, ‘’ It has been customary each year to hold a special matinee for retarded children attending the Winnifred School for the Retarded and this year is no exception. Through the co-operation of Mr. Menzies who arranged with the film distributors in Calgary we gave the Children ‘‘Their Show’ again this year. The projectionist contributed his services and there was no charge for this worthy effort. To hear the response and thank you's from five hundred delighted children and the expressed appreciation from their teachers, is a very-heartwarming thing. Just to be part of all this makes one feel very humble. (ED. NOTE: INDEED IT DOES JACK, INDEED IT DOES! ) ® ®@ee0 WILF KEELAN, Paramount Theatre, Chilliwack, B.C. arranged an excellent tie-in on the attraction ON ANY SUNDAY, which deals with .the motorcycle racing, with Capilano Motorcycle Limited. It developed into a three way tie-up to include the local radio station resulting in tremendous publicity coverage for the playdate on the picture and holdover business. Capilano Motorcycles provided 4000 Certificates worth $50.00 each on the purchase of any new motorcycle at any of their outlets. Only patrons of the show had a chance to receive the Certificates They had to fill out a special coupon provided with the Certificates. for a lucky drawon a number of valuable prizes, helmets, goggles, jerseys, motoring gloves, etc. Advance lobby displays of motorcycles with mannequins wearing fashionable motorcycle garb and announcement cards giving details of the contest and lucky draw created plenty of attention. . MIKE WELLS, BramaleaCity Centre Cinemas, submits an excellent campaign for Disney’s ONE LITTLE INDIAN. Having been offered a huge stuffed giraffe by Jerry Collins of Bellevue Films he arranged a terrific Main Mall display with Eaton’s store. The giraffe, named Rosie was offered as a Prize on the lucky draw. Over 5000 entries were received. The shopping centre also has a toy store, RUMPUS, and this was tied in with their ONE LITTLE INDIAN paper. P.R. XMAS TOY SHOWS A SUCCESS A group of the Toronto Miss Famous Players Theatre Panel attractively pose with As a direct result of this tie-in, Eaton’s entered into serious discus sions for a Christmas Theatre Party rental. eeeoee FRANK ZALOT, Paramount Theatre, Kamloops, B.C. like Chilliwack’s Wilf Keelan, ON ANY SUNDAY immediately contacted the local Honda dealer on being advised of his booking and promoted a -Honda Mini-Trail. value $400.00 to give away on a draw. He then rung in the radio-station N.S. to get them -involved...they did become involved! The annual outdoor show was in progress during the run of the picture and Frank arranged a ticket selling display there also. Frank reports owner/dealer Al Perrett very pleased with results and is all set to go again anytime. their guests on the stairs leading into the foyer of The Cinema in the TD Centre prior to a special screening of ROBIN HOOD, for the Panel’s Christmas Toy Show. Project resulted in over 100 toys, games, cards, etc., for some 400 underprivileged children and senior citizens. Lone mere male on the right is your reporter who became fascinated.with the lovely blonde charmer busy eating a donut. She was a real doll! Sudbury Fireman Abe Reddikopp beams at Santa Claus in the person of relief mana ger Dale Pepin in the lobby of the Capito! Theatre for Don Dickerson’s highly successful Christmas Toy Show for underprivileged children. Firemen eagerly accepted Don's offer to co-operate with them on this worthy PR project. Reports are slowly dribbling in from across the circuit reporting excellent results and fine PR coverage on several special free Xmas Theatre Parties presented with either toys or canned goods as the price of admission. The shows, most of them presented in the non-operating hours were primarily directed to children and in every instance with plenty and in every instance reported a gratifying attendance with plenty of toys or canned goods for distribution to the less fortunate in each community. For the second year in a row the Miss Famous Players Theatre Panel in Toronto ran a Christmas Toy Meeting at the Cinema in the T.D. Centre in the place of their regular meeting. Each member was invited to bring a youngster and everyone was asked to bring a gift-wrapped new, or good used toy, game, or book to be placed under the beautiful Christmas tree set up in the lobby; by manager Fraser Lawson. Over one hundred presents wound up under the tree and the recipients of these gifts were members of the Oak School Community project with some 400 underprivileged children including 75 Senior Citizens. DON DICKERSON, Sudbury, took another tack in presenting a Xmas Toy Show for underprivileged children by offering leadership on this project to the Sudbury Fire Department, well known for their involvement with the less fortunate in the community. Working quietly and effectively, with the Fire Department fronting the project, Don wound up with unusually fine support from the local press and media, of course. Santa was present in the person of Dale page 7 ~™ a,