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Question and Answer<br />
Tieup Nets 32 Spots<br />
For 'Kiss Blood'<br />
Radio and newsstands were the principal<br />
media of exploitation used to promote "Kiss<br />
the Blood Off My Hands" by Herb Gordon,<br />
manager of the St. James Theatre, Asbury<br />
Park, N. J. A tieup was made with radio<br />
station WCAP on a question-and-answer contest,<br />
with theatre passes as prizes. The picture<br />
and playdate received 32 credit mentions<br />
and a special plug via the Burt Lancaster<br />
five-minute record interview.<br />
Gordon promoted 100 books based on the<br />
film adaptation from Dell Publishing Co.,<br />
which were given away as door prizes.. The<br />
American News Co. placed posters on 50<br />
newsstands throughout the city and used<br />
truck banners.<br />
For the engagement of the double featiu'e,<br />
"Walk a Crooked Mile" and "Variety Time,"<br />
Gordon made a special easel display from<br />
the front pages of local newspapers which<br />
were over-printed with copy: "Hot as Today's<br />
Headlines." Additional displays were<br />
placed at ten newsstands. Three local music<br />
shops featured Frankie Carle records in special<br />
window displays built around posters<br />
plugging "Variety Time." Radio station<br />
WCAP also cooperated with gratis plugs on<br />
another quiz contest.<br />
Kiddy Show Series Sold<br />
As Gifts for Christmas<br />
Christmas Gift Books for a series of five<br />
kiddy shows starting in January have been<br />
promoted by Bierney Feld, manager of the<br />
Oxford, Plainfield, N. J. The selling campaign<br />
is being directed mainly at schools,<br />
with heralds being placed on bulletin boards<br />
through arrangements with the principals.<br />
PTA and women's groups are also being<br />
canvassed, with the proposal that they buy<br />
blocks of books as Christmas present for<br />
children.<br />
The gift books measure 2V2x5'/2 inches are<br />
on green stock with black ink, and fold so<br />
that five strip tickets can be inserted. Each<br />
set of five admission tickets is being sold at<br />
reduced prices.<br />
The special programs will include fUms<br />
selected from the Children's Library and are<br />
being advertised as such.<br />
J ncentiuei/<br />
i^Continued from preceding news page)<br />
berdoodle—pleasant ones filled with the scent<br />
of fresh air and mountain tops, delicious<br />
food and camaraderie. And others—which<br />
force us to pound this out in our most comfortable<br />
position right now—which is standing:<br />
up.<br />
We can't think of a more appropriate day<br />
to extend warm cordial greetings for the season<br />
to every reader of this section from all<br />
of us here at the Showmandiser.<br />
CUedia* ^tiecbtMM<br />
^^T' vs?m^?::'mw^<br />
BOXOFFICE Showmandiser :: Dec. 25, 1948<br />
Promoting the Drive-In Theatre<br />
HOW TO PARK YOUR CAR<br />
Apartment Exchange<br />
Publicizes 'Peggy'<br />
New Chairs Publicized<br />
The installation of new chairs at the<br />
Strand in Clarksville, Ark., gave Manager<br />
Edward Holland an opportunity for some special<br />
publicity. A lobby display was set up<br />
with one of the new chairs located near the<br />
entrance where it could be seen by passersby.<br />
A story planted with the local newspaper<br />
about the remodeling of the theatre<br />
and the installation of the new chairs broke<br />
on pag« one and was the main topic of conversation<br />
among the people in Clarksville.<br />
—783—<br />
/ottrtstiaf /aftrmttitn<br />
SniKk Bar<br />
FranlL Nolan, former Schine circuit<br />
district manager in Ohio, has two driveins<br />
under construction in that state.<br />
Several montlis ago he became interested<br />
in a common problem of drive-in operators—a<br />
dearth of advertising and promotion<br />
material. Since then he has developed<br />
a "package service" for these exhibitors,<br />
which includes ad mats, progi.inib,<br />
novelty advertising ideas and suggestions<br />
for merchandising drive-ins.<br />
Special events nights are included in the<br />
package service. Illustrated above are<br />
some of the ad mats devised by Nolan,<br />
and the inside spread of an "opening"<br />
program. The front cover features special<br />
art and space for feature listing.<br />
'Buttons' Completition<br />
Builds Up 'Paleface'<br />
A contest inspired by the song hit, "Buttons<br />
and Bows," was conducted by John Mc-<br />
Inerney, publicity director for the Paramount<br />
To promote interest in "Apartment for<br />
Peggy," Howard Cohn, manager of the Midwood<br />
Theatre, Brooklyn, N. Y., had his patrons<br />
using the theatre as headquarters for Theatre, New York, as advance ballyhoo for<br />
a "swap or lease an apartment" exchange. "The Paleface."<br />
A display in the lobby invited patrons who Recordings of "Buttons and Bows" sung by<br />
had an apartment to lease, or those in need Dinah Shore were offered as prizes to patrons<br />
wearing the most unique buttons-and-<br />
of a larger apartment or a smaller one and<br />
wished to make an exchange, to leave pertinent<br />
information at the theatre, and the grand lobby of the theatre before opening,<br />
bows costumes. Judging took place in the<br />
various parties interested would be brought with Bermy Goodman, star of the Paramount<br />
together. The stunt created considerable stage show, presiding as official judge.<br />
word-of-mouth publicity.<br />
Fifty winners were selected who received<br />
free records as well as costume jewelry and<br />
scarfs.<br />
Small Fry Giveaway<br />
Clarence Shafer, manager of the Miami in<br />
Piqua, Ohio, has a tieup with a local toy<br />
store to attract the small fry every Saturday<br />
until Christmas. The store gives coupons<br />
with each purchase. Merchandise awards<br />
are given out at each Saturday show. If<br />
prizes are unclaimed they are held over until<br />
the next week and the amount increased<br />
accordingly.<br />
31
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