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I Solid
! When
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Buildup Landed for 'Curtain
Roxy Fracas Hits Page One
Irving Cantor, manager of
the Eckel Theatre,
and Dick Feldman. manager of the
Paramount, went all-out on a campaign for
"The Iron Curtain" in advance of its dayand-date
booking at both houses in Syracuse.
Twenty radio spots were obtained gratis
from WOLF in return for six pairs of guest
tickets. The tickets were awarded as prizes
on the station's jukebox contest which prevailed
during the picture's engagement.
On opening day, the Herald-Journal ran
a wirephoto of the disturbance outside the
Roxy in New York. A line in the caption announced,
"Picture opens in Syracuse today."
Further development of I'affaire Roxy was a
syndicated article by George Sokolsky in the
Post-Standard the day after opening. His
entire column was devoted to the film and its
reception, with the comment, "It should be
witnessed by every American citizen." The
enterprising managers promoted an editor's
note at the end of the article reading, " 'The
Iron Curtain' is now being shown at ... "
The Post-Standard next day ran a frontpage,
two-column lead story on the Roxy
fracas and carried over with an editorial the
following day. Newscasters on the five radio
stations in Syracuse carried flashes on the
Roxy flareup, with a tagline for the playdates
and both theatres.
The Syracuse Venetian Blind Mfg. supplied
a Venetian blind which was used to cover
a 40x60. This was placed on the curb outside
the Paramoimt Theatre where it stayed
for the run of the show. The back of the
blind carried copy, "Open 'The Iron Curtain'
and see what happens." Those venturing to
pull up the blind found an advertisement on
the film.
The merchant also came through with a
two-column newspaper co-op ad, using a cut
of Dana Andrews and picture copy. Other
co-ops were set with a beauty salon, a men's
shop and Dey Bros, department store. All
featured star cuts and credits for both theatres.
The Radio Workshop of Syracuse univer-
sity obtained on-the-spot interviews with
patrons coming out of the theatre and made
transcriptions of their comments which they
used on the university radio station every
day of the picture's week-long run.
Newspaper breaks, advance and foUowup,
were plentiful, and a one-column ad was
obtained gratis in the Italian Gazette. The
Midstate Weekly ran a one-column scene cut
and story.
Women's Jaycee Helps
Sponsor Kid Shows
An unusual tieup arranged by Selvyn Levinson,
manager of the Brentwood Theatre in
Los Angeles, has the auxiliary of the local
Junior Chamber of Commerce sponsoring the
theatre's Saturday morning kiddy shows. The
organization purchases birthday cakes which
are given out to children whose birthdays fall
during the week.
Levinson has an arrangement with the local
newspaper to publish the names of these
children on the front page, with credit to
the theatre and mention of the kiddie shows.
As a result of the tieup, Levinson reports
that business at these early morning shows
has been steadily increasing. Many mothers
call the theatre regularly to make reservations
for birthday parties and at least 50 such
parties are scheduled each week.
Seek Mates to Earrings
For Passes to 'Golden'
Small cards with a gold earring attached
were used by Ralph Tiede, manager of the
Granada, Napanee, Ont., as a promotion for
"Golden Earrings." Copy read, "Find the
mate to this golden earring and be our guest
to see ."
. . The cards were distributed in
high school, to waitresses, store clerks and
theatre patrons. Only a limited few earrings
were paired up naturally, and all the rest
were odd. The trinkets were bought up very
cheaply at the local five-and-dime store and
the cost repaid itself many times over in
word-of-mouth comment.
In cooperation with a jewelry store, anyone
purchasing golden earrings during a prescribed
period was presented a pass.
Disabled Veterans Vie
On Eugene, Ore., Stage
In Diaper Derby
A tieup with the Disabled American Veterans
in Eugene, Ore., permitted Arthur
Turner, manager of the Heilig Theatre there,
to stage a novel diaper derby which attracted
a capacity audience. The vets had 20 nervous
daddies on the stage along with an equal
number of squirming infants, with Turner
putting up a $10 prize for the winner. Turner
used a lobby board and trailer, and received
newspaper and radio plugs on the promotion.
A friendly goodwill gesture was extended
by Turner to all members of the theatre's
Birthday Fan club. Every child in the club
received a personal letter, advising that if
they attended the theatre on Saturday before
Mother's day, they could bring their mother
along as a guest of the theatre, free of
charge.
On Mother's day all Eugene mothers over
65 years of age were invited to be guests of
the theatre and special awards were made
from the stage to the oldest mother, the
youngest mother, and the mother of the
largest family in the community. Flowers,
candy, free taxi transportation and other
valuable gifts were presented to representative
mothers on the stage.
Oshawa Citizens Search
For Raider in Stores
With 11 merchants participating, Mel Jolley,
manager of the Marks Theatre, Oshawa,
Ont., ran a Raffles contest in conjunction
with his engagement of "The Raider." Wide
publicity resulted from the stunt. Teaser
annoimcements were run in regular newspaper
ads showing the mysterious Miss Raider
and prizes were offered to the first 12 persons
who identified her at special hours in
the stores of the sponsors. Each stors used
window displays to exploit the contest writh
full theatre mention.
Sea Cadets were special guests of Jolley on
opening day of the picture. Cooperative
heralds were distributed.
Bags Are Imprinted
Paper bags, paid for and distributed by the
Piggly-Wiggly store, were imprinted with a
double column ad mat and copy on "Fort
Apache," through a tieup made by James
McDannold, manager of the Ritz, Tallahassee,
Fla.
Frank Paul, manager of the Lyric in Indianapolis,
a recent BOXOFFICE Bonus winner,
registers again with a flash front for a double
feature jungle program. Gorilla cutout had
blinking eyes and a live monkey installed in
the boxoffice helped to animate the display.
Amateur Cartoonists
Vie for 'Pretty' Prizes
Two contests, one radio and one cartoon,
were set by Ann DeRagon, manager of the
Strand, Plainfield, N. J., for "Sitting Pretty."
For six nights the announcer on WXNJ read
"Golden Rules for Baby Sitters" and asked
listeners to submit additional rules, with
prizes awarded for the best ones received.
Mrs. DeRagon had 40x60s made of the Hoff
cartoons depicting amusing kiddy-adult situations,
taken from the press book, and invited
amateur cartoonists to submit their
own drawings on the subject. A local art
shop provided prizes which were awarded on
opening night.
I
OF COURSE
HiAVEH ••
sent from UA
BOXOFFICE Showmandiser June 5, 1948
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