Boxoffice-August.28.1948

Jim Barnes
High-Powered Ballyhoo
Introduced to Huntington Park
Jim Barnes, recently transferred by Warners
from the Forum in Los Angeles to manage
the Huntington Park Theatre in Huntington
Park, initiated the local townspeople
to his particular brand of high-powered exploitation
with a hangup campaign on "Romance
on the High Seas."
Barnes made sure that regular patrons
of the theatre would be fully informed of
his playdates by having the cashier wear a
natty blouse with a small sign. Blowups of
the stars were placed around the lobby and
foyer and life preservers with title imprint
were placed in strategic spots, such as the
candy stand.
For outside ballyhoo, a jeep, appropriately
bannered with copy, and a girl in nautical
attire riding the radiator hood called attention
to the dates. Another young woman
patroled the busy thoroughfares carrying a
portable victrola on which recordings of
the song hits from the picture were played.
Banners were flown from the theatre flagpoles
carrying current copy and 50 window
cards were distributed in choice locations
about town.
A "headless" doorman walking the main
streets proved an effective ballyhoo for "The
Fuller Brush Man." A sign announced "I
Laughed My Head Off, Laughing at, etc."
The stunt attracted wide attention and provoked
many amused laughs and chuckles
from pedestrians.
On this attraction, Barnes tied up with
the local sales representative for the brush
company and arranged for the distribution
of 2,000 car and door-hangers, 3,000 pamphlets
plugging the film and Raleigh cigarets,
and 1,000 book matches.
The first 100 women attending opening
day matinee also received a free brush.
BOXOFFICE NUGGETS
In advance of showing "Abbott and Costello
Meet Frankenstein," Lou Cohen, manager
of the Poll in Hartford, ran a contest in
the Hartford Times asking readers to write,
in 25 words or less, "What would I do if I
met Frankenstein?" A cash prize went to the
winner, with runners-up receiving guest
tickets.
An usher dressed in Mexican costume, complete
with shawl and sombrero, was sent out
as a street ballyhoo by Ansel Winston, manager
of the Coliseum in New York, to advertise
his showing of "The Fugitive." The
rented costume was worn by one of the boys
with a dark complexion who made a very
realistic looking Mexican. He carried a suitcase
lettered with playdate copy.
Harold Lyon, manager of the Des Moines
Theatre in Iowa's capitol city, promoted free
plugs for "Romance on the High Seas"
through disk jockey tieups on radio station
KCBC. Platter-turners featured song hits
from the film with playdate mention.
30
As part of the campaign for "Key Largo"
at the Hippodrome in Cleveland, Manager Ed
Miller tied up with the Cooper School of Art
for a portrait drawing contest. A saving bond
was first prize, contest rating advance and
follow up stories in the local press.
A week in advance of playing a return engagement
of "National Velvet," Charles Frost,
manager of the Armview Theatre, Halifax,
N. S., dressed his usherettes in riding habits
adorned with blue satin streamers, from
shoulder to waist, lettered with playdate
copy.
To draw attention to "The Emperor Waltz,"
Charles Daniels, manager of the Paramount
in Glens Falls, N. Y., arranged for a full
window display in a neighborhood music
store, featuring the hit songs from the picture.
Records, albums and sheet music were
artistically placed around a colorful 40x60
poster imprinted with vital statistics on the
film and playdates. Both local radio stations
plugged the Crosby music for a whole
week in advance of opening and Daniels promoted
innumerable gratis announcements
from disk jockeys.
—632—
Reading Bicentennial
Keyed to Premiere
Of Triumph'
Thi-ough the combined efforts of Lester
Stallman, manager of the local Astor Theatre
and Eagle Lion exploiteers, the world
premiere of "Hollow Triumph" was made
part of the bicentennial celebration of the
city of Reading, Pa.
Premiere festivities were touched off by
Reading's mayor, John F. Davis, who officially
proclaimed "Hollow Triumph" week. Newspaper
writers and tradepaper editors in many
cities received letters from the mayor plus
BOXOFFICE Showmandiser August 28, 19 : :
a key to the city and a supply of the famed
pretzels manufactured locally.
{gm
The highlight of the premiere activities
was an in-person appearance of Holloywood
personalities who arrived at the Astor heading
a parade of floats and cars, flagged and
bannered.
To exploit the picture, 2,000 fans with announcements
were distributed at the Reading
fairgrounds, bookmarks were handed out
at public libraries and book stores, imprinted
bottle caps were attached to all deliveries
by a local milk company, restaurant
menus were imprinted, lettered sun-visors
were provided to all newsboys and cards
were placed on street lamposts throughout i
the city.
A low flying sound plane bombarded the
city with 10,000 special heralds having lucky i
numbers in one corner. The lucky numbered
circulars were redeemed at the Astor bnioh
for free theatre tickets. A half-page newspaper
co-op was promoted free in the Railway
Bulletin. Window displays occupied
choice locations.
Extensive radio promotion marked the premiere
activities. WHUM, WRAW and WEEU
concentrated a vast number of spot announcements
on the opening with special interviews
I
of the Hollywood contingent. News-
paper stories and front page art also stim-:
ulated interest In the picture opening.
Usherettes in 1902 Car
Plug 'Summer Holiday'
Two pretty usherettes, dressed in old fashioned
dusters, hats and veOs, drove through
the streets of Toledo in a 1902 car bannered
with playdate copy on "Summer Holiday"
at the Valentine Theatre. The car was promoted
at no cost by Manager Abe Ludacer. I
A contest was conducted over radio station
WTOD, inviting listeners to send in
letters describing their best "Summer Holiday."
Ten pair of passes were awarded as
prizes.
Four Kresge department stores featured
window displays of picnic supplies, with copy
slanted to "Everything for your 'Summer Holiday.'
" Accompanying signs bore theatre and
playdate information.
Page Ad for 'Mama
A full-page cooperative ad was developed
by Fred Tickell, manager of the Capitol in
Fort William, Ont., in conjunction with "I
Remember Mama." The advertisement ran
in the Daily Times Journal. The commercial
ads were built around a Hollywood gossip
column with the theatre space dominat
ing the top of the page.
^a%