Boxoffice-January.07.1950

—
LOUISE GRAVES, HAS SWITCHED TO THE
BOULEVARD DRIVE-IN THEATRE.
LOUISE OUAVES, Bank Teller
I LOVE RELAXING ENTERTAIfJMEfJT AFTER A HECTIC WORKING MY.
COIfJO TO THE BOULEVARD DRlVE-IN WITHOUT HAVim TO WOKKHARD
AGAIN 'DOLLING UP"I5 THE PERFECTANSWER.
AL HOTARD, HAS SWICHED TO THE
BOULEVARD DRIVE-IN THEA TRE.
AL HOTARD, Automobile Dealer
A OOOD CAR DESERVES GOOD CARE. That's WHV I APPRECIATE THE
CAREFUL HAUDLING OF TRAFFIC BV THE STAFF IN THE BOULCVAltD DRIVE -IN.
AND. OF COURSE, THE SCIENTIFIC DESICN OF THIS OUTDOOR THEATRE ADOS A
LOT TOThE SAFETY OF CARS AND THEIR DRIVERS.
Clever Advertising Plus Customer
Convenience Sells
Wometco Drive-In
by
KITTY HARWOOD
X\ SCIENTIFICALLY PLANNED traffic plan
for operation of automobiles entering the
Boulevard Drive-In Theatre in Miami has
paid sff in top business for the Wometco
circuit which operates this class outdoor
theatre.
The theatre has a large trained staff of
attendants who regulate the movement of
a motorist-patron from the moment he enters
the amusement area untilhe leaves
and who give special attention to the safety
factors involved in the flow of automobiles
in and out of the area. Probably no other
drive-in operation in the country has so
carefully prepared itself for handling the
traffic problem of the outdoor theatre.
FEATURE CARE OF CARS
This interest in the safety of the patron
and the care of his automobile has been
the key to a vei-y successful promotion campaign
for the Boulevard Theatre. The
Boulevard, when it opened some months
ago, was one of the first drive-ins in the
Kliami district and the advertisements were
gauged to acquaint film fans with the features
of the outdoor theatre—but the safety
angle was the key to the most successful
promotional copy.
Among the most interesting advertisements
run was a series of eight based on
testimonials of patrons who had switched
to the Boulevard Drive-In. Each advertisement
carried a photo of the patron and
his statement as to why the switch was
made.
Highlighting the attractions mentioned
by patrons were comfort, advantages to a
family with children, unusual services and
measures to insure safety of the patron and
his car. The advertising campaign followed
the lead of these comments. Its effect
on Miami patrons has been proved
by a check of license plates of cars in the
theatre. Where out-of-town cars formerly
accounted for 80 per cent of the attendance,
they are now definitely in the minority.
Co-managers James Maury and Burton
Clark are quite proud of theatre safety
measures, which are carefully enforced. By
reason of the ramp area layout, all cars
move foiT^'ard and need never be backed
up in parking.
LIGHT SPEAKERS AND RAMPS
Lights on each speaker post serve as
guides, with moonglow floodlights covering
the entire area for adequate vision
even on moonless nights. In addition, a
lighted center aisle bisects the ramp area
for the convenience of patrons on the way
to or from refreshment stands or restrooms.
For ease in parking, the ends of
each ramp are illuminated.
A system of neon arrows, called "Robot
ushers," are used to direct cars to the exact
spot they are to occupy. When purchasing
tickets, patrons are merely instructed
to "follow the green arrows."
An attendant, trained by an expert, takes
each car to its stall and waits until the
motorist turns off his engine, sets the brake
and has the speaker in his car.
Screen trailers give added information
on the use of speakers and at intermission,
three to five announcements are made over
the public address system giving instructions
for leaving the theatre and removing
the speaker from the car before releasing
the brake.
ELIMINATE DENTED FENDERS
The only accident in recent weeks was
when brake fluid in a car escaped, causing
the car to slide backward into another car,
a mishap which the management could
hardly have foreseen.
A jeep patrols the entire area at least
three times each evening, and the traffic
captain makes an inspection to see that no
cars have been moved since they were originally
parked. He also cautions patrons
against sitting on bumpers, requests that
children be kept off the pavement, and
checks other irregularities which might
cause trouble.
Motorcycles, scooters, and bicycles are
not permitted to enter the parking area at
all.
At the break, attendants move ahead
to supervise departing traffic. On U.S.
Highway No. 1, into which cars move, a
traffic light is operated manually by a theatre
attendant so that there is no danger
of accident when the patron drives out on
this main thoroughfare.
MANAGER WATCHES TRAFFIC
Dui'ing intermission the manager stays
at the microphone in the concession building
where he has a broad view of the entire
area and is able to give such special
instructions as seem necessary while overseeing
the movement of traffic.
With such careful management there is
little danger that the motorist and his car
will not emerge from the Boulevard with
his disposition and his fenders intact. It
is this sort of painstaking service which
has prompted the testimonials Wometco
is pleased to use as part of its campaign
to educate this population to the comfort
and advantage of the drive-in.
Illustrated at the top and bottom of the page are four newspaper adyertisements from a series of
eight used by the Wometco circuit to publicize the comfort, safety and convenience of attending
their Boulevard Drive-In Theatre.
Patterned after a national distiller's campaign involving a "switch" of various patrons to his
brand, the copy is composed of testimonials from theatre patrons who tell, in their own words,
why they "switched" their movie attendance to the Boulevard. Testimonials are selected for
the variety of reasons and types of persons represented.
JACK MOER.I. HAS SWITCHED TO THE
BOULEVARD DRIVE-IN THEATRE.
JACK MOmi, Soft Drink Distributor
NO SMOKINO LOGE CAN EQUAL THE PERFECT RELAXATION
OFfVWOINN COMFORTA gLECAR AND MV FA VOR.ITE PIPE. THAT! WHY
MV CHOICE IS THE BOULEVARD DRIVE-IN ALWAYS.
LOUIS BRANNING, HASSWITCHED TO THE
BOULEVARD DRIVE-IN THEATRE.
LOU/S BRANNING, Police Officer
EIGHT HOURS ON MY BEAT MAKE TAKING THE FAMILY TO THE
RELAXING' OUTDOOR PICNICWH/CH IS SHOtVOOmC AT THE BOULEVARD
DIUVE-IN ATREAT FOR US ALL. AND MY BOY SURELOVESTHE PLAYGROUND
46 The MODERN THEATRE SECTION