w Crown Cola Deal Plus Radio Plugs Help 1 Altired in a flashy costume head-dress and makeup and wearing a sign on his back, this boy covered the downtown section of Altoona, Pa., during peak hours, handing out cards to passersby. George Long, manager of the Sh-and, used the stunt to ballyhoo "Adventures of Casanova." Teen-Age Battle of Bands Staged in Schenectady Dick Murphy, manager of the Plaza, Schenectady, N. Y., arranged for the presentation of two popular teen-age bands on the stage in what was billed as the Battle of the Bands. Twenty young troubadours participated in the competition. Band battles in the area have become highly popular among high school students. Murphy had a sponsor for the tieup, who payed all costs including advertising for the promotion. 44 For The DRIVE-IN THEATRE Blevins' Has Special Profit - Making Concession • Popcorn for • Snow Cones • Peanuts Equipment • Candy Floss Write for Complete Information and Catalog BLEVINS POPCORN CO., Inc. In Popcorn Villas, e 3098 Charlolle Ave. Naihnllo, Tonn. • Phones: 7-3272-3-4 In Southeailern Indudrial District 650 Murphy Ave., S. W. Bldg. E, Unit 8 • Atlanta. Go. • Amherst 7U1 Sell 'Ruthless' A number of excellent radio tieups highlighted the campaign on "Ruthless" executed by Manager Charles Hovan, publicist Floyd Stawls and field exploiteer Max Miller for its date at the Colonial in Richmond, Va. Through a hookup with Royal Crown Cola, free plugs were obtained on all Crown radio spot time for eight days, as well as its thriceweekly 15-minute show. This netted a total of 19 announcements. FREE DISK JOCKEY PLUGS With the cooperation of WLEE's program director, free plugs were landed on two disk jockey shows, sponsored by various local merchants. The picture title was worked into every commercial on these two programs, such as "The weather is 'Ruthless,' keep your car in shape . . . When it comes to chasing spots we are 'Ruthless,' " on a dry cleaning commercial, etc. Playdate and theatre credits were included. A contest was set on the Harvey Hudson Fun club in which listeners were asked to send in the longest list of words derived from the word "Ruthless," with passes as prizes. The motion picture editor of the Richmond Times-Dispatch was prevailed upon to plug the picture on her motion picture chatter program twice a week, in advance and during the picture's run. In addition, 14 regular spot announcements were promoted on WRNL and H on WLEE. FASHION LAYOUT IN PAPER Newspaper publicity included a complete story and fashion layout in the Times-Dispatch; a feature story by the di-ama editor of the News-Leader; a three-column cut in the Times-Dispatch on opening day, in addition to routine art and picture breaks In both papers. " 'Ruthless' slashing of prices" was the tiein catchline on a co-op ad promoted from a local jeweler, featuring a" cut of the stars in the film and ample credits. National tieups with Marxman Pipe and Flame-Glo Lipstick companies were capitalized, enabhng Hovan to plant stills with playdates on cashier desks in cigar stores and on cosmetic coimters in the local dime stores. A window display was arranged with a bowling alley, and a playdate notice was included in the theatre listing of all leading Richmond hotel lobbies. Cross trailers and lobby signs were used in affiliated theatres during the run. Mother and Son-in-Law Win Theatre Prizes Bill Dock, manager of the Dade Theatre in Miami, used a special Mother's day promotion at five performances which was well advertised in newspaper announcements and brought near capacity audiences at each show. Dock acted as master of ceremonies, conducting a contest for mothers with prizes donated by merchants for the winners. Orchids were given to the oldest, youngest and most recent mother in addition to the mother with the largest family and the mother who had lived with her son-in-law the longest without an argument. —526— Observing the 40th anniversary of the Walter Reade circuit, Ralph Lanterman, city manager in Long Branch, N. J., converted the boxoffice of the Paramount Theatre into a huge birthday cake. Plywood was used in the construction with electric lights serving as candles. Marquee pennants and valances added a gala note to the front. 'Union' Layout Planted In Providence Paper For "State of the Union," J. G. Samartano, manager of the State Theatre in Providence, R.I., planted a two-column, eight-inch layout in the Italian Echo headed, "Does your wife still have to tie your bow ties?" Below this was a scene cut of Katharine Hepbiu-n fixing Spencer Tracy's tie and four separate diagrams with accompanying instructions on how to correctly make a bow tie. Caption on the photo gave picture and theatre credits. Samartano's assistant, William Trambukis, tied up with a dry cleaning firm for a co-op ad centered around, "How is the state of your wardrobe?" Three pictures of Angela Lansbury in different costumes, picture copy and theatre credits occupied virtually all of the 6x11 space, with a few lines of credit devoted to the merchant. Paint Can Street Bally Plugs 'Things to Come' John Adams, manager of the East Theatre, Milwaukee, found an empty paint can useful in exploiting "Thing to Come." A 4x6-inch hole was cut in one side of a two-gallon container and covered with a strip of a isinglass. An usher walked aroimd the business section wearing the inverted paint bucket on his head with a sign announcing the playdates. Kills Two Birds John Bretz, manager of the D&R Theatre, Aberdeen, Wash., proved that he is an opportunist as well as a good showman. The theatre is scheduled to have new seats installed shortly. Accordingly, when Bretz learned that "Sitting Pretty" was due to open, he placed several of the new chairs in the theatre lobby with a sign, and the practical note to patrons that soon they would be "sitting pretty." BOXOFFICE Showrmandiser :: May 29, 1948 ^1
Adv. ^ THOUGHT OR TWO FROM
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