Boxoffice-April.17.1948

c
A
s'
Perfect Model Hunt
Heads Fashion Show
As Easter Tieup
At the Huntington Theatre, Huntington.
N. Y., Dick Ti-etler, manager, put on a fashion
show two nights in a row at no cost to
the theatre.
Highlight of the affair was a 'Most Perfect
Model" contest. Entry blanks were made
available at the theatre weeks in advance.
The Millicent Kalt shop, sponsor of the show,
furished professional manikins and clothes
for the models, in addition to $300 worth of
spring dresses, coats and suits, which were
awarded as prizes to the winners.
Contestants appeared on the stage the first
night of the show and were appraised by two
local judges and Adelaide Hawley, famous
radio commentator. After eliminations, finalists
competed on the second night and
three winners were selected who received the
Easter outfits, with runnersup awarded gold
season passes to the Huntington.
A local florist supplied decorations for the
stage and a corsage for each model, in exchange
for a credit mention at both performances.
A pianist was also promoted at no
cost.
Large newspaper ads were placed in two
local dailies, and advance and foUowup publicity
stories in every Long Island newspaper
were generous.
The affair was so successful that the sponsor
offered to extend his cooperation again if
the theatre wanted to make the fashion show
an annual event.
Sponsor Pays All Costs
Of Radio Amateur Show
Alton Robbins, manager of the Orpheum
in Portland, Ore., presents a weekly amateur
program from the stage through a tieup with
radio station KALE and a local automobile
sponsor who pays for the air time and prize
money. A 16-piece orchestra supports the
program each week.
Winners are selected by judges, an applause
meter and ballots submitted by radio
listeners. Six contestants are presented every
Thursday night. Winners compete in a
monthly elimination and return for quarterly
finals, which offer $500 in cash to talented
contestants.
The auto dealer pays for all advertising
expenses, which include radio spot time and
newspaper ads.
Whoops, an Indian
The unusual spectacle of an Indian,
mounted on horseback in full regalia and
war paint, helped ballyhoo "The Return of
the Mohicans" for Charles Duboff, manager
of the Majestic in Brooklyn. The Indian
covered .schools and playgrounds and attracted
wide attention from crowds in the
shopping section.
Ad Contest Planted
A hidden name classified ad contest In
the Bulletin-Record was promoted for "Three
Daring Daughters" by Joe Boyle, manager of
the Broadway, Norwich, Conn. Boyle capitalized
with music tieups, disk jockey plugs
and connected for co-op newspaper ads with
a jeweler and record shop.
BOXOFFICE Showmandiser :: April 17, 1948
Spectacular Lobby for
Tarzan Bill
Tops Campaign by Arnold Gates
A campaign embracing all angles of exploitation
was engineered by Arnold Gates,
manager of the Stillman Theatre, Cleveland,
to sell "Tarzan's New York Adventure" and
"Tarzan's Secret Treasure."
Three weeks in advance, a jungle atmosphere
was created in the lobby with a display
covering the entire length of the lobby to
the vestibule. Here a special overdoor display
took up the theme, with papier mache
animals decorating the transom, and an exterior
backdrop with jungle foliage. Life-size
cutouts of the Tarzan family were suspended
from lobby ceiling to floor over paneled mirrors,
with Tarzan himself swinging from a
vine. Artifical palms and ferns were hung
around the marquee and underneath.
Through a tieup with an exclusive men's
wear store, a Tarzan Treasure Chest was displayed
in the window prior to opening in
connection with a contest. Observers were
asked to guess the number of pennies.
Thirty-six inch balloons containing helium,
imprinted with theatre and picture copy,
were used in front of the theatre and were
carried by house employes perambulating
throughout the downtown section. A- papier
mache lion, with a balloon bearing "Tarzan"
copy on its head, was placed on the sidewalk
the day before opening, which happened to
be St. Patrick's day, and was viewed by
thousands of people. A pair of twins dressed
in green Prince Albert coats, green top hats
and ties walked the streets.
Radio station WGAR gave the Tarzan
Bunnies Are Given Away
At Yearly Easter Party
Easter bunnies were awarded as prizes to
12 children at the annual Easter party and
show held on Saturday afternoon at the
Roosevelt Theatre, Flushing, N. Y., under the
direction of Mildred FitzGibbons, manager.
The bunnies were exhibited in the lobby well
in advance and whetted the appetite of all
the kids who saw them. Miss FitzGibbons
was rewarded with an attendance of over
1,800, and each child received a bag of Easter
candies.
Window Tieups Promote
'Wind' in Forest Park
In exploiting "Gone With the Wind," John
Misavice, manager of the Forest Theatre.
Forest Park, 111., tied up with ten merchants
in various busy intersections and obtained
window displays featuring special 22x28s with
stills and prominent theatre credits. Weekly
programs devoted the front cover to "Gone
With the Wind" three weeks in advance.
Misavice also used a 40x60 in the lobby to
publicize "The Fugitive" in addition to 100
window cards.
Nuns See Screening
All priests and nuns in the immediate area
of Jewett City, Conn., were invited to a
screening of "Citizen Saint" by Lou Francoise,
manager, in advance of playdate.
—449—
twin bill
several plugs on the day before the
picture opened, advocating it as "a good treat
for the whole family during the youngsters'
school holiday." Disk jockeys on WJW mentioned
the program once each show for a
week prior to opening.
Ten thousand heralds announcing a Tarzan
coloring contesf were distributed In
schools.
Benefit Show Earns
Town's Gratitude
During the recent cold weather, a fire in
Cornwall, Ont., left 25 families without
.shelter, clothing or cash.
A citizens committee, organized under the
direction of Mayor Lloyd Gallinger set about
to raise funds for the unfortunate families.
G. B. Markell, manager of the Capitol
there, proposed a benefit show and offered the
theatre for this purpose. The show was staged
with talent recruited locally and a preview
of "Dear Ruth" which Markell promoted
from Paramount Pictures at no cost.
Besides paying for advertisements in the
newspapers and using the services of the
theatre and staff, the Capitol arranged for
the appearance of the volunteer artists. The
show produced almost $1,000 for the mayor's
relief fund. The Daily-Standard Freeholder
ran first-page publicity which earned the
theatre the goodwill and appreciation of the
entire community.
Courtesy Sign on Bar
Bob Anderson, enterprising manager of
the Portland, Ore., Newsreel Theatre, recently
installed an attention-getting sign
over his refreshment bar. The sign reads:
"Your purchase free if we fail to say 'thank
you.' " As yet no free purchases have been
reported.
35