Boxoffice-December.25.1948

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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.
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