Boxoffice-March.06.1948

Kroger Babb (standing) co-prodjcer and owner of •Mom
and Dad the year s outstandino hoxofficc grosser, chats with
none other than Mom and Dad^Lois Austin and George
Eldridge who played the trtle roles in Hygienic's famous
delinquency story
Show business isn't
. . . just rusty!
dead
Petita Miss Alyce Wical receives a birthday present from
Hygienic Productions, presented by office supervisor Jacli
Crouthers. at one of the company's monthly birthday parties
for employes. The "IVIom and Dad" company is strong on
goodwill among its more than 250 employes, who are
effectionately referred to always as "chairwarmers" and
Allied Artists prexy, Steve Broidy (left), with R. Kenneth
Kerr, Lancaster, Ohio newspaper man named by Forbes
magazine as "one of America's 50 outstanding young business
executives last year," and Mrs. W. Bernard Herman, of Toronto,
Ontario, wife of prominent Canadian barister, "look on" at
party in Holly\vood where company's employes
were handed $111,111.11 in bonuses and prizes for
last year's fine work.
Hygienic's "dynamiters"—our road agents—have been assembled here in
Wilmington (OHIO—thai is) this week for a bi-monthly meeting. Wish you could
have been here with 'em to absorb some o{ their enthusiasm, ideas and pep. One
agent even suggested we write this ADitorial and use as a caption. "Is Show
Business Dead?"
The agents from every section of the U. S. were here. They all brought the
same reports: Daily grosses on regular programs are off 10 to 50 per cent but
"Mom and Dad" with the proper exploitation efforts continues to set just as
phenomenal new boxoffice records as it did during the height of the wartime
entertainment boom.
But the agents warn us some exhibitors are getting pretty moody—are rapidly
losing heart. They told of exhibitors who almost got cold feet and weren't going
to play "Mom and Dad" when the agent laid out our exploitation campaign and
estimated its cost.
Last December at our convention in Hollywood a couple of our agents spent
so much time talking with those west coast "gloom-spreaders" around the hotel
lobby they got cold feet, too. This was going to be a tough yecrr, they decided.
We decided right then was the time to retire them and replace 'em writh new redblooded
showmen who would see to it that "Mom and Dad" got thorough and
complete campaigns. It proved a good move.
The theme of that December convention was "The Best Is Yet to Come." Our
1948 playing time with "Mom and Dad" is by far the greatest yet—and today's
grosser, are the most phenomenal of the picture's history. The theme is proving
itself every dcry. somewhere, in some way.
For this March agents meeting we decided to prove to the fellows "Show
business isn't dead!" To do it, we cooked up a trick idea last January. We planned
a series of benefit shows here in Wilmington (pop>. 10,000) for the first Thursday
night—each month—this year. We wanted to aid local community-charity funds
and at the some time see for ourselves what results could be had with a few
twists of showmanship. Phil Chakeres (what a guy) gave us his big Murphy
theatre (1,000 seats) for the experiment first Thursday night, each month.
Most local charity drives—Red Cross, Conununity Chest, March of Dimes, etc.,
raise from $2,500 to 510,000. We went off the deep end at the start, announcing we
intended to gross $25,000 with 11 benefit shows. Without showmanship, we know
in small towns boxoffice admissions cannot be successfully raised. Local price
top is 50 cents, including tax. We went for $1 plus—$1.20. We eliminated balcony
and children's prices, too—all seats, all shows buck-twenty. That, we figured,
should "bankrupt" any idea. Someone said there are few new pictures—and fewer
good ones. Sooooo. we announced there would be no movie—just stage. We
advertised a two-hour stage program with a band, some acts and amateurs. "What
band, what acis?" was the question they asked. "Can't be announced in advance,"
we replied. The whole show had to be "kept a secret." The public was asked to
buy "a pig in a poke.' We turned on the full-steam and put the tickets on sale.
It required four dctvs to sell 1,000 ducats and our February 5th show was sold
out 11 days in advance. That night hundreds without tickets came by anyway and
battled to get in—what to see, thev didn't know! We geared uo for two nerformcmces
on March 4th. These 2,000 ducats were sold out a week ahead. Thursday
night our agents "saw it with their own eves." We were more than doubling
admission . . . permitting no balcony or children's orices . . . using no picture
. . . selling no names or famous stars—and the public was knockin' the doors
down. Now they all agree that "show business isn't dead"—it's just a bit rusty!