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11<br />
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lonsP*"<br />
•<br />
Dec'<br />
School Aid Promineni Orlando, Fla., Manager Capitalizes<br />
In Local Promolion<br />
On Stage Wedding and Kid Shows<br />
Of 'Adventure'<br />
jD.sepli U(j.vU'. inuiKiKt'r of tlU' Poll TJu-ulrt'.<br />
Norwich. Conn., u.sed lobby dl.splny.'., ica.ser<br />
trailers and .special heralds to exploit •'Plymouth<br />
Adventure." Teaser trailers were spliced<br />
Into the new.sreel three weeks ahead of playdates.<br />
Ship displays and an oversize setplece<br />
bordered with heavy marine rope helped create<br />
Interest.<br />
Boyle obtained publicity In the .schools by<br />
contacting the superintendent. A cla.ssl(led<br />
ad contest was arranged with the Norwich<br />
Bulletin, and Ihrowawnys were used to promote<br />
a coloring contest and a Jigsaw puzzle.<br />
Place mat.s Imprinted with picture copy were<br />
distributed to local restaurants.<br />
The Kaufman news agency distributed window<br />
cards and heralds, and displayed truck<br />
signs tying in the Cosmopolitan pictorial review<br />
of the film.<br />
In Rochester. N. Y.. Manager Lester Pollock<br />
fed the local new.spapers stories and art beginning<br />
five weeks In advance. The Rochester<br />
mu.seum supplied models of schooners similar<br />
to the Mayflower for exhibition In the theatre<br />
lobby. Also on view in the lobby was a wedding<br />
gown, akin to one .seen in the picture,<br />
supplied by the Rochester Bridal Shoppe. The<br />
store supported this deal with a newspaper<br />
co-op ad.<br />
Souvenir photos of the four stars in color<br />
were imprinted inexpensively and distributed<br />
through beauty parlors and professional offices.<br />
Radio station WVET sponsored an<br />
essay contest on "Why did the pilgrims make<br />
this adventure?" Pollock promoted a turkey<br />
and five baskets of fruit as winning prizes.<br />
Two men and two w'onien dressed in Pilgrim<br />
costumes carried signs advertising the picture<br />
through the streets. The quartet visited<br />
newspaper editors and radio personalities,<br />
presenting each with a basket of fruit, nuts<br />
and candy.<br />
The local news agency cooperated with truck<br />
signs and gave Pollock "Plymouth Adventure"<br />
pocketbooks for presentation to the first 100<br />
patrons attending the opening day matinee.<br />
TV Contest Exploits<br />
'Married' in Miami<br />
Adapted from the title of "We're Not, Married,"<br />
a television contest publicized the pic-<br />
."<br />
. .<br />
ture continuously through the exhibition<br />
playdates of all Wometco suburban theatres<br />
In Miami.<br />
The idea is credited to Paul Baron, manager<br />
of the Strand, and wa.s executed by<br />
Wometco publicists Harry Kronewitz and<br />
Sam. Carver.<br />
The contest was announced daily over a<br />
four-week period by the co-sponsor, tlie Al< t<br />
Gobson show, over WTVJ-TV. Merchantv<br />
kicked in with gifts totaling SI.200 for the<br />
couple submitting the best letter on the<br />
subject, "We're Not Married Yet. But<br />
Couples contemplating marriage were invited<br />
to participate and the winners were<br />
wed before the TV camera in promoted<br />
bridal clothes before departing on a honeymoon<br />
which was also promoted.<br />
The TV program named theatres cunently<br />
exhibiting the picture throughout the four<br />
weeks of the contest promotion.<br />
BOXOFFICE Showmandiser<br />
:<br />
:<br />
Dec.<br />
6, 1952<br />
A stuRe wedding, u prrtentloiu affair with<br />
li beautiful ,HettlnR, complete wlUi vocalbt<br />
and organ mu.ilc, proved to be a «ucc«Mful<br />
one-night buslne.ss fitlmulunt for Herman<br />
Addl.son. miituiKcr of the RIalto In Orlando.<br />
Flu.<br />
A serviceman from the PlnecaitUe air force<br />
bn.sc and a local girl were married bi-forc a<br />
capacity audience The chaplain at the IWM<br />
performed the ceremony and arranged<br />
transportation for a guard of honor and choir<br />
from Plneca.stle. He further arranged 'o have<br />
announcements posted at three army posts<br />
In the area.<br />
Ten merchants gave the bridal couple glfti,<br />
a wedding dinner and a honeymoon Additional<br />
advertising on the stage attraction Included<br />
announcements In the theatre program,<br />
a ,scrcen trailer, special dlaplay.s in the<br />
lobby and out front, radio spot antiouncement-s<br />
and newspaper display ads.<br />
To atir.ict small fry patronage at a recent<br />
Saturday morning show, Addison promoted<br />
two puppies which he awarded a-s door prizes.<br />
The giveaway was well advertised In advance.<br />
At another recent morning show, Addison<br />
distributed 1,200 comic books promoted from<br />
a local dealer. To exploit the kiddy matinees<br />
and other special attractions at the<br />
Accordion Band on Stage<br />
(heaire Addl on obuiiwd IJOO Minpl*<br />
^tlck« of n' -' • - for distribution<br />
ii itin ID advrrtlslnic com-<br />
Ing aiid curii-i.i iiow» p. ' . .<br />
pluvs u sign near the :<br />
•A ky? Compare tnr I. iimwT oi. jour<br />
li,. with a iLtt posted at the theatre<br />
III t tickets. If the numbers<br />
rr<br />
*c.**<br />
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