Boxoffice-December.25.1948

BOXOFFICE NUGGETS
A book tieup with the Dell Publishing Co.
for the exploitation of "Kiss the Blood Off
My Hands" provided extensive promotion for
the picture's opening at the Mayfair Theatre,
Portland, Ore. All trucks of the Oregon
News Co. carried posters. Book stores featured
displays for the picture, built around
the book, with prominent theatre credits.
As part of the advance campaign for "The
Countess of Monte Cristo" at the Orpheum
Theatre in San Francisco, more than 300 special
window cards were prepared by the
M.J.B. coffee distributors for placement in
local stores. The cards featured a shot of
Sonja Henie, star of the film production, and
playdate credits for the theatre.
The entire front of the Lyric in Salt Lake
City was converted into a huge still montage
for the cm-rent engagement of "The Thi-ee
Musketeers." The idea is credited to Warren
Butler, manager of the Lyric, and the
stunt was good enough to stop traffic.
Bob Carney, manager of the Poll, Waterbury,
Conn., reports growing interest in his
theatre since an organist has been added to
the regular program. Featuring Tiny day,
specialist at the Hammond organ whose modern
presentations set a new style in entertainment,
business has steadily increased
dm-ing the first five weeks of this innovation.
Jack Lykes, manager of the Colony, Toledo,
tied up with Hurley's furniture store in
Puppy Giveaway Draws
For Kartoon Karnival
Arnold Gates, manager of the Stillman
in Cleveland, promoted two cocker spaniel
puppies at no cost for a giveaway at a Saturday
morning Kartoon Karnival for children.
Announced in advance through a lobby
40x60, the offer proved a great inducement
and stirred up more than the usual interest
in such a program.
The first 400 youngsters who bought tickets
for the show were presented 8x10 photos
of Tom and Jerry, cartoon characters. Gates
tied up with 12 schools in Cleveland to announce
the program and the awards.
Theatre Auction Benefits
P.A.L. Fund in Woodside
Tlie Police Athletic league, sponsored by
the New York police department, was enriched
by $250 recently, as a result of a public
auction held by Manager Bernie Seiden on
the stage of the Sunnyside Theatre, Woodside,
N. Y. In cooperation with the captain of the
local precinct and an executive of the local
coordinating council. Seiden promoted gifts
from neighborhood businessmen, the items
being auctioned off among theatre patrons.
Hypnotist Is Billed
As a business stimulant for a Saturday
night performance, MoUie Stickles, manager
of the Palace, Meriden, Conn., booked a
hypnotist show as a special attraction. Tire
presentation was backed by extensive newspaper
and radio advertising in addition to
advance lobby displays and window tieups.
36
town to help promote "Johnny Belinda." In
return for a display of furniture in the theatre
lobby, cost-free co-op ads were run in
the Toledo Times, Blade, Sunday Blade and
Chronicle. All included plugs for the picture
and star.
Jack Mitchell, manager of the Russell Theatre,
Maysville, Ky., greeted his patrons with
poster cutouts of Greer Garson in tights,
pasted on the entrance doors to exploit "Julia
Misbehaves." A large cutout was also used
in the lobby and moved outdoors for the current
showing.
Lyle Prue, manager of the Milford (Del.i
Theatre, promoted gratis spot announcements
for "Triple Threat" following every
newscast and sportscast on tlie local radio
station for five days prior to opening. The
high school football team was invited as
guests of the management on the opening
day and this was announced at all school assemblies.
Pi-ue recently sold the back page of
his house program on a full year contract to
cover complete printing and shipping costs.
A completely furnished trailer was parked
outside the Paramount Theatre, Long
Branch, N. J., as a ballyhoo for "Apartment
for Peggy." John Balmer, manager of the
Paramount, tied up with a trailer sales company
for the exhibit which was open for inspection
to the public. Stunt was used three
days before opening and during the current
run of the picture.
Plane Drops Heralds
For Theatre Opening
The grand opening of the Manos in Monessen,
Pa., was ballyhooed by Ken Woodward,
manager of the new enterprise, with several
thousand circulars which were dropped
throughout the Monongahela valley from an
airplane. The heralds were headed, "A message
from the skies," and carried news of the
theatre opening and the program. They were
printed on colored stock, and anyone getting
a lucky-color announcement was admitted
free on opening night.
The back page of the herald carried a large
co-op ad on the new type seats installed at
the theatre, which helped to underwrite the
cost of the stunt.
On opening night. Woodward interviewed
patrons in the theatre lobby as they were
leaving and made a special transcription of
the interviews. These were then broadcast
over .station WMBS. Uniontown; WMCK,
McKeesport; WESA. Charleroy, and WEDO,
McKeesport.
Transparent Blowups
Are Used on Marquee
Ervin Clumb, advertising manager for th*"
Towne in Milwaukee, used transparent blowups
of the four stars in "The Three Musketeers"
on both sides of the attraction sign
A false front was used showing action blowups
and star heads, the over-all effect being
a colorful flash which attracted wide attention.
—788—
EAGLE LION'S
SMASH
SUaESSOR
10 'CANON CITY'!
and 'Canon City'!"
"Ranking with the best;
this year's product!"
"Has everyth
"Spine-tingling ...
hunt!"
"Will rank with 'T-Men'
and 'Canon City'!"
"Masterf ""
^
lotlywood Reporter
"Stands
—Film Daily
"Basehart's "
definitely d.
bid!"
"Superior! Thorou'
I