Boxoffice-December.25.1948

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Thrilling
Adventure of a boy
and his dog in a
heart-warming story
the whole family will
Puzzle Quiz, Radio Plugs
Produce on 'Man-Eater'
A special campaign put on by Eldon Coffman,
manager of the Joy, Dardanelle, Ark.,
brought good returns on "Man-Eater of Kumaon."
Coffman promoted a puzzle contest gratis
from the local daily, offering passes for the
best solution submitted by readers. The radio
station gave the picture 20 free spot announcements.
500 heralds and 100 perfume
giveaway cards were distributed.
For outside ballyhoo, two men armed with
rifles guarded a cage which was supposed to
hold the "Man-Eater."
Hillbilly Show on Stage
And Screen Is Big Draw
Jimmie Robertson, manager of the National
Theatre, Louisville, Ky., booked a special
stage and screen show to combat the
customary slump in December grosses. A
combination of the stage and film versions
of the barn dance was used, with the Renfro
Valley Folks as the stage attraction and
"Hollywood Barn Dance" on -the screen. The
show played to capacity audiences throughout
its run.
Letters by Cashiers
Assist 'Bill and Coo'
Jack Hamilton, manager of the Variety
Theatre, Miami Beach, Fla., promoted two
love birds for a lobby display on "Bill and
Coo." Over the cage was a sign reading,
"Introducing 'Bill and Coo.' Come and see
us in our first picture playing here ."
. .
The stunt had patrons spending a little time
with the birds and caused considerable comment.
Also in advance of playdate, Hamilton had
his cashiers write personal handwritten
notes, giving one to each person buying a
ticket. The letter began: "Dear Patron:
Although I am not the publicist for the
theatre, I feel that I would be doing you an
injustice if I didn't remind you that 'Bill
and Coo' will open here, etc., etc."
This was followed by a short blurb for the
pictui-e and was signed by the cashier. Hamilton
reports that the personal touch in
this stunt seemed to register favorably with
patrons.
Three Musketeers'
Heralds Reach 600
At Hotel Dance
More than 600 persons who attended a
dance at the Taft hotel in New Haven received
special heralds as program inserts to
help Morris Rosenthal, manager of Loew's
Poli Theatre, sell his engagement of "The
Three Musketeers." The Yale radio station
plugged the theatre program for a week in
advance, gratis.
An original Lana Turner costume used
during the production of the picture was displayed
by a local women's shop. Cards were
placed in downtown hotels and the bus station
advertising the film. Blowup stills and
theatre signs were placed in leading downtown
stores and restaurants.
Photos of the five stars of the picture were
distributed by the Grant store. Customers
collecting complete sets of the photos were
given a theatre pass. All counters and store
windows carried special announcements of
the photo stunt with full theatre credit.
Rosenthal planted a three-day coloring
contest with the Journal Courier with guest
tickets as prizes. The paper also broke a
three-column star layout day before opening.
Radio station 'WNHC ran a guessing contest
which offered listeners a chance to win
free theatre tickets and helped to publicize
the playdates. WELI used a 15-minute transcription
with full theatre credits in return
for a lobby announcement.
Costume Display Sells
'Three Musketeers'
Two of the original costumes worn during
the production of "The Three Musketeers"
were used effectively by John DiBeneddtta,
assistant manager of the Poli, Bridgeport,
Conn., to exploit an advance showing of the
picture. The costumes were placed on display
in Bridgeport's leading department store,
surrounded by posters and accessories, with
theatre playdates.