Boxoffice-March.06.1948

CHESTER FRIEDMAN
EDITOR
HUGH E. FRAZE
Associate Edjtor
SECTION
PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN
Frank Shaffer forwards a recent
editorial which appeared in the
Staunton, Va.. Evening Leader. In
it the WTiter laments the growing
favcr of singing cowboys who have
replaced in popularity the traditional
stern-visaged, hard-hitting,
hard-riding, two-fisted, two-gun
heroes of the horse operas.
Nowadays, continues the writer,
cowboys must sing and serenade
their true loves soulfully, tenderly,
to the accompaniment of guitars.
Oh, he sighs, for the days of Bill
Hart, Tim McCoy, George O'Brien
and Tom Mix.
What the editor of the Evening
Leader has apparently missed is
that the new outdoor heroes have
brought improved production standards
to our horse operas along with
their crooning. Also, it is much
easier to promote a star who has attained
some fame as a radio and
recording artist.
During our own exhibition days,
we recall when Bob Steele had n«
peer among the rough-and-tumble,
rootin' tootin' cowboys. Bob could
GOtdraw at the boxoffice any of the
singing cowboys who were just becoming
popular with the western
fans, just as he could outdraw any
bad,man on the screen.
We also recall quite vividly how,
in one of his best thrillers. Bob had
to jump his white horse across a
ravine while trying to head off a
band of rustlers. The faithful animal
was just not up to it and carried
his master to the bottom of the
chasm in as nasty a fall as Hollywood
could conjure.
Breathlessly waiting to see if the
hero had survived, the audience, the
theatre staff, and undoubtedly Bob
Steele himself were amazed at what
followed. The camera slowly shifted
to where horse and rider were struggling
to their feet, only the white
charger had. miraculously changed
into a horse of another color.
If there are any appreciable number
of horse opera fans who feel that
the glamor which our current fancypants
heroes inject into these productions
does not compensate for the
lusty action of the old days, they
may at least be certain that when
Roy Rogers starts on a manhunt
with Trigger, that Trigger is going
(Continued on next page)
Pei 'n
Pup Parade Peps
Kid and Adult Interest
(Photos on cover)
Pet shows long have been in favor with
theatremen as an effective means of popularizing
the theatre with juvenile audiences.
Doubtless, during the next tew months every
variety of this promotion will be given an
airing by managers who previously have
enjoyed success with them, and by many
exhibitors who sense the need for such a
hypo just as the weather begins to tm-n
favorable for outdoor diversions by the
youngsters.
In Norwalk, Ohio, George Cameron, manager
of the Norwalk Theatre, introduced a
version of the kiddy pet show which he calls
a Pet 'n' Pup parade. The stunt had the
added support of service and patriotic organizations
and gathered sufficient national
attention to attract the cameras from two
newsreel companies.
This year, Cameron is already planning
a repeat performance and invitations to give
the event coverage already have been sent
to national magazines, the newsreels and
the television station located in Cleveland.
Radio Audience Competes
For 'Swordsman' Cash
A contest staged by WJBK focused extra
attention on the engagement of "The Swordsman"
at the United Artists Theatre in Detroit.
The tieup was arranged by Marie Meyer
of the UDT publicity staff with Bob Anthony's
Square Block Junior program.
Radio listeners were invited to submit a
of pictures in which Larry Parks, star of
list
"The Swordsman" previously appeared. A
$25 cash prize and a few theatre tickets
made up the come-on. with hundreds of
motion picture fans contributing. The high
enti-y listed 20 titles of pictui'es in which
Parks has made an appearance.
Dance Contest Staged
For 'Earth' in Cardiff
A dancing contest staged by Manager A. J.
Brown in conjunction with "Dowii to Earth"
at the Empire in Cardiff, 'Wales, drew strong
newspaper support.
Brown invited dancing students to compete
on the theatre stage for prizes. Eliminations
were held during the first four days of the
picture's engagement, vrith the grand finals
on the last night of the show.
—397—
The Pet 'n' Pup parade, which last year
attracted more than 400 entries, bids fair
to eclipse itself this year and holds promise
of becoming a regular annual event in Norwalk.
Once Cameron had the mayor of Norwalk
lined up to lead the procession, it was
a simple task to get police aid, a suitable
escort and local bands pledged to cooperate.
The parade forms at the edge of the business
district, heads for the high school playground
where the judging takes place, and
proceeds thence to the theatre stage where
the prizes are awarded.
Civic organizations are contacted for
funds which pay for the admission of all
entrants to the theatre. Every merchant in
Norwalk donated a prize and last year more
than 400 gifts were awarded to a happy
group of youngsters.
Cameron's stunt seems to offer great possibilities
with but little work on the part
of the theatre manager and sounds like a
surefire method of winning patronage and
goodwill among both youngsters and adults.
Surprise Nights Tempt
Patrons in Portland
Frank Pratt, manager of the Paramount in
is Portland, Ore., offering his patrons a
"surprise night" one Friday night each
month. No hint is given of what the show
will be; patrons are merely advised to be in
their seats by 8:15 to catch the show. Usually
it is a preview of a major coming attraction
or an outstanding stage show.
Pratt recently put on a highly successful
campaign on "Call Northside 777." Telephone
message slips advising an unnamed person
to call NOrthside 777 immediately for an
urgent message were spread in buses, department
stores, taxis, restaurants and every
place where they might be picked up.
Sets Co-Op Ads
Two large co-op display ads which helped
exploit "You Were Meant For Me" ahd
another co-op on "Good News" were promoted
by Edward DiResta. manager of the
Rialto, Amsterdam, N. Y.
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