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