Boxoffice-March.06.1948

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Lobby Displays Exploitation of coming and current shows through art occupies a prominent portion of the theatreman's time schedule. Pictured here are some recent lobby ideas and a simple but dramatic theatre front easily adapted in any situation. m
. . Tom Mix Kiddy Parly And $300 in Prizes Attract iOOO Bus Waitees Serenaded With 'Carnegie' Music A four-page program prepared by Mark Allen, manager of the Austin. Kew Gardens, N. Y., to sell "Carnegie Hall" was mailed to 1,700 persons on the theatre mailing list. Allen listed the musical compositions heard in the film and used New York newspaper critics' quotes to point up the picture's entertainment value. A special lobby setpiece was displayed, listing the musical artists playing in the picture. A novel window tieup, adjacent to the subway and bus terminal, included an automatic record playing device which was hooked up to a loudspeaker so that people waiting for buses during rush hours could enjoy the music from "Carnegie Hall." Signs called attention to the playdates. Free Horseback Rides For Children Focus Eyes on 'Stallion' A theatre party for children which turned in a record-breaking advance sale of 4,000 tickets the day before the party was scheduled at Loew's in Rochester, N. Y., was arranged by Manager Lester Pollock. The party was arranged in conjunction with Tom Mix-Ralston Straight Shooters radio program, heard daily in Rochester over WEVT. Noah's Ark stores provided $300 in prizes in addition to gifts for each child who attended. The large selection of gifts, which included bicycles, basketballs, roller skates, etc., were given away through lucky number drau-ings. WEVT announced the party during the Tom Mix broadcast every day for two weeks in advance. Twenty free spot announcements were broadcast daily during the same period. Five hundred cards bearing imprints on the party were distributed to grocery stores. The show also was played up in newspaper ads of the theatre and the cooperating merchants. Every boy and girl who attended the party received a toy parachute. Pollock arranged for the Rochester Royals, champion professional basketball team, to give an exhibition of trick and fancy shots on tihe theatre stage. All prizes were placed on exhibition in the lobby two weeks in advance. Horses and Women Plug That's My Man' at Rialto A simple but attractive lobby display helped exploit "That's My Man" for D. M. Dillenbeck, manager of the Rialto, Bushnell, 111. Against a white background an illustration of a horse's head was placed at the top, with the catchline "Fast horses and beautiful women." 'Within the outline of a horseshoe, sketched below, stills were pasted to the board. Additional copy, title and star heads out the display. Home Fashions Display Tom Grace, manager of the Eastwood, East Hartford, Conn., arranged a full window display highlighting home fashions to exploit "Blondie's Anniversary." The store also plugged the picture inside the premises. Co-Ops and Jingle Contest Activate 'Sleep, My Love' Matt Saunders, manager of Loew's Poll. Bridgeport, Conn., tied up with a local beauty parlor for a 3-column by 10-inch display ad in connection with "Sleep, My Love." The ad, which ran in the Sunday Post and Sunday Herald, featured a large cut of Claudette Colbert with title, cast and playdates. Saunders also arranged for a jingle writing contest in the Post, featuring a two-column scene cut from the film production, and drew wide response. John DiBenedetto, assistant to Saunders, tied up with a local florist for another co-op which also featured a two-column scene cut from the production and prominent credits. .lillliillliliii Earle M. Holden, manager oi the Center in Hickory, N. C, has a novel way ot bringing special news clips of the news reel to the attention of special groups. A stock of postal cards, imprinted as above, are kept on hand. As soon as Holden receives his newsreel synopsis sheet, it is culled for items which he believes might be of special interest locally. Cards are then addressed to individuals, organizations, groups or places of business. For example, a if reel contains shots pertaining to aviation, cards are addressed to persons at the local airport, flying school, etc. BOXOFFICE Showrmahdiser Mar. 1948 —401— Diggmg deep into his bag of exploitation tricks, Louis Nye, manager of the Hoosier, Whiting, Ind., came up with strong ballyhoo for "Red Stallion." One of the features was a sports matinee for youngsters on Saturday afternoon. Nye promoted many prizes from a local merchant and awarded them to children who participated in stage activities such as dart throwing at balloons, a yo-yo contest, etc. Two thousand cards were distributed and 3,000 small dodgers with the announcement, "Racing tonight . . . $25,000 handicap . See 'Red Stallion' at the Hoosier," were handed out. Under the windshield wipers of cars throughout Whiting, colored tags were placed with the imprint: "Summons. You have violated no law but are hereby invited to see Red Stallion.' " Playdates followed. Two cowboys were engaged to ride horses and instructed to give all children free rides on horseback. The kids were closely attended by the cowboys to prevent accidents. Another ballyhoo which attracted attention employed two cowboys, carrying banners on their backs, engaged in horseshoe pitching contests on busy street comers. Passersby were then invited to try for a ringer, and successful throwers received a pass to see "Red Stallion." Magazine Selection Aids St Louis 'Timberlane' Russel Bovim, manager of the State, St. Louis, capitalized on the fact that Cosmopolitan magazine recently designated "Cass Timberlane" as the "picture of the month." He promoted a deal with the local news distributor in which window cards were imprinted with the announcement of the magazine award, a scene cut from the picture and theatre playdates. The cards were displayed at all St. Louis newstands prior to the State opening and during the current engagement. Guess Bricks in Building Tying up with the Hartford Times, Fred Greenway staged a newspaper contest for "High Wall" in which readers were Invited to guess the number of bricks used in building a local structure. Tickets to the Poll Palace were offered to those coming nearest to 'the correct ai
Page 1 and 2: Im /'cauon ucuiAe. m YEAR'S PRODUCT
Page 3 and 4: A TERRIFIC TECHNICOLOR TRADE SHOW!
Page 5 and 6: ROBERT ALDA'S.Z.SML - Directed by P
Page 7 and 8: J I fl. S, '' ' ^^ , against ' Para
Page 9 and 10: COURT SEES VTTER DISREGARD' FOR TER
Page 11 and 12: : March UA Will Release Six The Tel
Page 13 and 14: URE EVER HADE w m** tractions From
Page 15 and 16: The Leading Figure In The Industry
Page 17 and 18: ; I while I population , its ' 85 o
Page 19 and 20: . Named : March . . . Such $61108,9
Page 21 and 22: THE MATTERl:>. HNESS THAT A COLUMBI
Page 23 and 24: , New I : March 1 3) Foreign Heads
Page 25 and 26: % Cleveland, Boston, Cincinnati, Ka
Page 27 and 28: : March 1 1 greater . . .2:30 Local
Page 29 and 30: UNIVERSAL- INTERNATIONAL presents ^
Page 31 and 32: DeVry Adapts 16mm For Big Theatres
Page 33 and 34: CHESTER FRIEDMAN EDITOR HUGH E. FRA
Page 35: I of f Safety Council Okays Placard
Page 39 and 40: Pass Bill for Control Of Child Patr
Page 41 and 42: : March . . . Arthur . . Bernard .
Page 43 and 44: I some ! Crashers : March • , . T
Page 45 and 46: . . . The : March . . Ben . . Ray .
Page 47 and 48: m^LT^QW NEWS AND VIEWS OF THE PRODU
Page 49 and 50: I :OHN , Friedman : March and MANN,
Page 51 and 52: Fox Intermountain Powwow Next Week
Page 53 and 54: : March 'Northside' Scores 190 For
Page 55 and 56: . . Frank : March . . Bruce . . Ray
Page 57 and 58: . . . Jean , . Arthm- . . Amato's .
Page 59 and 60: V. U. Young Stricken Ai Home in Flo
Page 61 and 62: St. Louis Anticipates Surge by Tele
Page 63 and 64: . . Eugene : March . . in the 20th-
Page 65 and 66: : March . . Mrs. . . The . . Willia
Page 67 and 68: Co-Op Delivery Plan Formed by Allie
Page 69 and 70: . . Don . . Rodney : March . . Leo
Page 71 and 72: : March Cleveland Lays Plan To Curb
Page 73 and 74: : March Big Cleveland Coin Taken by
Page 75 and 76: : March . . Pour . . Robert head .
Page 77 and 78: . . The . . . Ike . . George . . Su
Page 79 and 80: : March Committeemen Named By Varie
Page 81 and 82: : March . . . Edwin . . Henry . . M
Page 83 and 84: : March !."!'A"*Ll".t.''!?" Sold by
Page 85 and 86: . . . Mary . . . The . . Screen the
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. . . . Big Amarillo Doings For 'Pa
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. . . Exhibitors . . Joy : March .
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: March Auburn Studies Tax; 750-Sea
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: March . . . Doris . . Mrs. . . Ho
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: March Power Shortage Eases In Sou
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. . . The : March OTT AW A The IGin
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BookinGuidc BOXOFFICE FIRST RUN REP
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: presume. ' RKO RADIO Banjo (RKO)
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( . ILY? l JULY 12 CHECK RUNNING TI
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CHECK RUNNING TIME WITH LOCAL EXCHA
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'-1
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M 92 Mad Wednesday (94) UA 51 Magic
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II i'^ Opinions on Current Producti
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Opinions on Current Productions; Ex
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' 1 Cinespeclal reorder . I'ovvers.
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I What an entertainment! A big cast
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— idustry-wide. so could the impl
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: March BACKGROUND TO SETTLEMENT TH
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: March AMONG THE COUNTRY'S TOP EXH
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: March Fine of $1,000,000 Posed in
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' #n '/ yjjwrjffffy/ii y] JESSE L.
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[RADE SHOW OF THE YEAR! DON'T MISS
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! ^ 1^ OUTCROSSING LADD'S TWO PREVI
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"The Movingest Movie Pihe-Thomas Ha
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atre day and date booking in Los An
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DFMnnuii^ Screenplay by Charles Ben
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: March and Woolley as a distant co
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jentleman's j^reement Its record at
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CHESTER FRIEDMAN EDITOR HUGH E. FRA
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The Bally-Hooper Keeps Climbing
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The Bally-Mmfier Keeps Climbing **
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'. »f Kioloui ul force* .>ili./ it
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Co-Op Tieups Push 'Ends of Earth' P
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I Guild PITTSBURGH Milton Brauman ,
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THOUGHT OR TWO FROM HYGIENIC CORNER
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. per 1 new. .It. ^ 1 prospective m
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: March Move for Dismissal Of Ascap
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: March . . Ann . . Mi-s. Jersey So
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to Mr. and Mrs. Bert Gordon of Cali
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1 N. : March . . Gordon . . Tony .
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: March I Cd! HOLLYWOOD PRODUCTION
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f- l^."* : March head ol the sound
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. . "To ' Premiere of 'Rocky' In Sa
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: March . . . The . . . "Oklahoma"
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Fox Midwest Named In Antitrust Acti
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: March First Union of MPMO Marks 4
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. . Robert : March . . . Margaret .
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Fox Midwest Renews Du Quoin, III, G
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: March Sedalia Defies Blizzard to
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io.i.li : March . . John Lyric, Sal
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: March :- i 'Timberlane' Is Great
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I I I . . Wedding : March . . M. .
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: March SOME PENNSYLVANIA CITIES AB
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. . Douglas Dream Girl Promotion St
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. wk : March . . . Jerry . . Ben .
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. . . Fred . . Stanley : March . .
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: March 2nd ;'''..' . . The . . The
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. . . Samuel : March . . John . . B
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' ROSWELL, : March San Antonians Se
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. . Joe : March former home in Tuls
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Bob Warner Is Well Again; To Make T
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. Eddie : March had . . COME Dallas
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: March Columbia Transfers Roscoe t
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: March . . Dorothy . , Mr. Jenkins
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Warns of Deadline Preacher Finds Mo
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: March Tax Survey Shows Fall in Gr
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Canadians to Vote On Empire Oscars
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. . The . . Local : March . . Clayt
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Bookin(ruide BOXOFFICE FIRST RUN RE
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who really should see it. Business
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i t I COVER CHECK RUNNING TIME WITH
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I I FEATURE CHART I JANUARYS JANUAR
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I I cmd trade press reviews. The pl
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. 2-28 20th Century-Fox 'rod. No. T
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Opinions on Current Productions; Ex
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', lATES: 10c per word, minimum $1.
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Boxoffice-March.06.1948

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