Boxoffice-December.25.1948

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ilie u ABUNDANCE OF INGREDIENTS WHICH SPELL BOXOFFICE SUCCESS" "STORY WILL PROBABLY HIT ACADEMY CONSIDERATION SHOWMEN'S TRADE REVIEW Irib piesenlal RiithSK neiisec ^CHNICOLOR^ y San advmise ''
o Tribute to Babe Ruth Marks Film Opening In Staten Island A fine exploitation campaign was completed recently for the engagement of "The Babe Ruth Story" at the Paramount Theatre. Staten Island, N. Y. The campaign was conceived by George Kemp, manager of the Paramount, and was carried out by Bill Stillman, relief manager, and Elias Schlenger, Fabian Theatres publicist. Kemp tied up with a local sporting goods store which footed all expenses. Five thousand tabloid heralds were imprinted with a large two-column pressbook ad. theatre, playdate and sponsor. These were inserted in Sunday newspapers and the balance were distributed at the theatre in advance. On the night before opening, in conjunction with the Paramount's weekly vaudeville show, the theatre presented "Staten Island's Tribute to Babe Ruth." Karl Drews, a Staten Island boy and pitcher for the St. Louis Browns, appeared in person and told of his acquaintanceship with Ruth. Drews then introduced the winners of the Staten Island semipro baseball championship and presented each member with a Babe Ruth Memorial trophy. The event was plugged for two weeks in advance in the Paramount lobby and on the screen. Publicity was planted in the local paper's gossip column and in the sports columns. A two-column picture of the trophy presentation, posed in front of the "Babe Ruth Story" 40x60, broke opening day in the news section. Babe Ruth memorial medallions and photos were given to the first 1,000 men on opening night and to the first 1,000 boys at the Saturday matinee. The giveaway was advertised one week in advance in the paper, lobby and on the screen. The day before opening, the cooperating sports shop ran a Babe Ruth coloring contest in the newspaper for kids. Fifty-eight prizes including Babe Ruth books, bats and belts were offered to contest winners. Prison Front Exploits 'Canon City' Showing A specially built prison front covered the entire boxoffice of the RKO Capitol, Trenton, N. J., for "Canon City." The doormen were dressed in authentic warden uniforms and armed with rifles. Handbills on persons wanted by the law were obtained from the local police department and posted on a 40x60 in front of the theatre. The stimts were executed by Henry Scholl, manager, and Max Miller. Eagle Lion field exploiteer. Baby Watching Service Offered by Theatre A baby-sitter service instituted at the Maplewood (N.J.i Theatre by Manager Sturgis Perry has won the approbation of mothers and baby sitters alike. Sitters who want to be employed register at the theatre, and a lobby 40x60 invites patrons to call the theatre when in need of someone to care for their offspring. This unique type of community service is proving a grand exploitation stunt. BOXOFFICE Showmandiser :: Dec. 25, 1948 Connecticut Exhibitor Uses Ads Of 33 Years Ago on Anniversary Salvatore Adorno sr. observed his 33id anniversary as owner-manager of the Palace in Middleton, Conn., on Thanksgiving day. Adorno used a unique display ad to higlil ght the anniversary date. The tilis of the Middletown Press produced the original newspaper ad used on Thanltsrgiving in 1915 for both the Grand Thea.re and the Crescent, which also were oper.-.ted by Adorno. The old. newspaper clipping was incorporated as part of a four-column display ad which attracted wide attention. Orphans Attend Show As Theatre Guests John C. Musclow, manager of the Capitol, Kitchener. Ont., earned the thanks of 75 orphan children of the St. Agatha and K-W orphanages by inviting thein to be his guests at a three-hour program of Disney cartoons. The gesture was also responsible for many letters of commendation received from civic groups and prominent citizens. Musclow tied up with the Kiwanis club which provided free transportation for the youngsters. He also conacted the St. Mary's Christian Mothers society which served sandwiches and soft drinks to the children. On the way out, each guest received a chocolate bar from Musclow. who reports that the event is held several times each year, and each time earns the appreciation of the pre.s.s and officials of the commimity. Spook Voice From Coffin Speaks for 'Ghost' Show Edmond Anthony, manager of the Bradley, Coliunbus, Ga., staged a strong campaign for a midnight showing of "The Mummy's Ghost." In addition to special newspaper ads, radio plugs, posting and billing, he featured a casket in the lobby. A store dummy wrapped in gauze was placed in the casket and hooked up with a public address system and microphone located in another part of the theatre. Patrons entering the theatre were addressed by a "spook voice " which helped to stimulate strong word-of-mouth publicity for the show. Edible Dates Passed Out For 'Judy' in the Bronx Publicist Sam Horwitz and Sylvia Scharfman, manager of Loew's Post Road Theatre, Bronx, N. Y.. put over an effective tieup in behalf of "A Date 'With Judy." A neighborhood children's wear shop paid for 1,000 envelopes and edible dates. The envelopes were imprinted, "Have a date, etc." The sweets were enclosed and usherettes distributed the envelopes to pedestrians. A credit line for the sponsor on the envelopes squared the deal. —785— In 1915, the Grand Theatre listed three feature acts of vaudeville and, as the s?ieen attraction, Theda Bara in "The Two Orphans." iVIatince admission prices were 5 and 10 cents, and for the evening the balcony was 10 cents and the main floor 20 cents. .\t the same t me the Crescent Theatre offered Bryant Washburn and Ec'.ia Mayo in "The Blindness of Virtue." The Press also ran a long story covering Adorno's activitiesr as an exhibitor during the past 33 years. Flowers to Secretaries For 'Dear Secretary' The first 26 secretaries to purchase tickets " for "My Dear Secretary at the Lake Theatre, Oak Park, 111., were presented floral corsages through a tieup arranged by Manager Leonard Utecht. Tlie deal was set with an Oak Park florist, and Utecht arranged for the local paper to run photos and advance publicity on the stunt. Poster and window card displays were set with more than 40 merchants. Advance lobby displays and an attractive front helped to promote the playdate. In conjunction with Flower week, Utecht had an attractive floral display in the lobby of the Lake, with additional decorations placed at the candy counter and boxoffice. Show Time Guide Sells Acton. Ont., Roxy Shows G. E. Robinson, manager of the Roxy m Acton, Ont., publishes a monthly Show Time guide which he considers the strongest advertising medium and a great boxoffice attractor. Show Time is a 16-page pamphlet, 9x12 inches, and contains advance stories, art and display ads on all coming hits at the Roxy. A special women's page is included and local merchants take ads which cover the costs of printing and mailing to 4.000 residents in a 15 mile radius. Robinson reports that the program gets people in the area movie minded. Promotionally and typographically, Show Time is very professional in appearance. Walt Chenoweth Entries National U-I Contest Walter Chenoweth, manager of the Alexandria, San Francisco, fired his opening gun in the Universal-International national promotion contest by launching a special campaign for "Tap Roots." Chenoweth employed additional newspaper space, released special stories to the local press and placed colorful 40x60 posters in the lobby two weeks before opening. Special trailer copy was composed and cross plug trailers were used at affiliated theatres. Personal letters from Chenoweth were mailed to history teachers in district schools emphasizing the historical value and background of the Civil war story. 33
Page 1 and 2: hmnLawwA'namhu Ian. 1—Ne Feb. 12
Page 3 and 4: SOCK! The Biggest Musical is sensat
Page 6 and 7: THE NATIONAL FILM WEEKLY PDBLISHED
Page 8 and 9: Paramount, Fireman's, Lynn Strand,
Page 10 and 11: Antitrust Hearing (Cont) wholly-own
Page 12 and 13: ^ "Si'^^ê uef^ (^/^r I ^ \Ji ^ ^^^
Page 14 and 15: Unchanged, Says Rodgers Of MGM Sale
Page 16 and 17: Wx*^ ^KCC St^'CHt^^ New Ticket Tax
Page 18 and 19: '^âm ^BStspp^^'^^[\wms TfTRUST DEC
Page 20 and 21: J r National Board Picks Best Films
Page 22 and 23: LAND TO BE CONQUERED A LOVE TO BE W
Page 24 and 25: . . Warners . . . Roy . . Screen .
Page 26 and 27: . . . "Rimiors RKO RADIO PICTURES,
Page 28 and 29: ON U-ls $4500 UNITY DRIVE CAMPAIGN
Page 30 and 31: ^Vfi ow you ca THE RULES ^rm^fmrimm
Page 34 and 35: REPUBLIC'S AGAIN NO. 1 KING OF Ie I
Page 36 and 37: BOXOFFICE NUGGETS A book tieup with
Page 38 and 39: Business Builders DANNY KAYL ^^«RG
Page 40 and 41: J fl $OCCESSWJ MA^ 022:1 Thrilling
Page 42 and 43: ' CLEARING HOUSE (Continaeil from I
Page 44 and 45: . . Howard . . William . , Paul . .
Page 46 and 47: A
Page 48 and 49: . . Rumors . . . Seymour zf PHILADE
Page 50 and 51: l Film Aid Abroad Ask By Bernard Kr
Page 52 and 53: : six-week , in original STUDIO PER
Page 54 and 55: iJIP WB g^ mMiÛUm ^^ r^ PREPARE FO
Page 56 and 57: . . . Also . . Arthur . . Benny . .
Page 58 and 59: New Colorado ATO Five-Point Program
Page 60 and 61: . . Jack . . Edward . . The . . . E
Page 62 and 63: . . . George . . Salesmen . . SPRIN
Page 64 and 65: . . . Morris . . . LawTence . . Mis
Page 66 and 67: . . Jerry . . The . . 21 1 that 18
Page 68 and 69: . . . John . . . Max . . Floyd . .
Page 70 and 71: w Detroit Variety Committees for '4
Page 72 and 73: . . . Tony . . Lawrence . . The . .
Page 74 and 75: . . . "Catherine," . . . Picture .
Page 76 and 77: . . Dave . . Plans EL) . . Walter .
Page 78 and 79: . . Judge Treasurer Confesses Fake
Page 80 and 81: DALLAS IJerbert Stroud got in one l
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. . . Dick . . . Ronnie . . Another
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Headquarters for . . . New or Rebui
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Shreveport Theatre Back to Don Geor
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. . Guy MIAMI The slogan, "Wometco
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. . The . . Rome, C H A R L O T T E
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MEMPHIS Tom Robertson has bought ou
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Colorful Ceremony Marks Opening at
Page 96 and 97:
. . . Jack . . The MONTREAL Cold Wa
Page 98 and 99:
. . Jack . . King . . Offices VANCO
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EXHIBITOR HAS HIS SAY ABOUT PICTURE
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' . ' ' I FEATURE CHART release dtr
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FEATURE CHART CHECK RUNNING TIME WI
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I FEATURE CHART I OCTOBER 2 (70) Sp
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REVIEW DIGEST and Alphabetical Pict
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- . ngiiiijii ' I SHORTS CHART Shor
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SHORTS REVIEWS Opinions on tlie Cur
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. . . Mad . . . Men . . She . . Une
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COLUMBIA'S TRIUMPH! Boo-k. Ot Mawi.
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Boxoffice-December.25.1948

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