Boxoffice-January.07.1950
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—<br />
LOUISE GRAVES, HAS SWITCHED TO THE<br />
BOULEVARD DRIVE-IN THEATRE.<br />
LOUISE OUAVES, Bank Teller<br />
I LOVE RELAXING ENTERTAIfJMEfJT AFTER A HECTIC WORKING MY.<br />
COIfJO TO THE BOULEVARD DRlVE-IN WITHOUT HAVim TO WOKKHARD<br />
AGAIN 'DOLLING UP"I5 THE PERFECTANSWER.<br />
AL HOTARD, HAS SWICHED TO THE<br />
BOULEVARD DRIVE-IN THEA TRE.<br />
AL HOTARD, Automobile Dealer<br />
A OOOD CAR DESERVES GOOD CARE. That's WHV I APPRECIATE THE<br />
CAREFUL HAUDLING OF TRAFFIC BV THE STAFF IN THE BOULCVAltD DRIVE -IN.<br />
AND. OF COURSE, THE SCIENTIFIC DESICN OF THIS OUTDOOR THEATRE ADOS A<br />
LOT TOThE SAFETY OF CARS AND THEIR DRIVERS.<br />
Clever Advertising Plus Customer<br />
Convenience Sells<br />
Wometco Drive-In<br />
by<br />
KITTY HARWOOD<br />
X\ SCIENTIFICALLY PLANNED traffic plan<br />
for operation of automobiles entering the<br />
Boulevard Drive-In Theatre in Miami has<br />
paid sff in top business for the Wometco<br />
circuit which operates this class outdoor<br />
theatre.<br />
The theatre has a large trained staff of<br />
attendants who regulate the movement of<br />
a motorist-patron from the moment he enters<br />
the amusement area untilhe leaves<br />
and who give special attention to the safety<br />
factors involved in the flow of automobiles<br />
in and out of the area. Probably no other<br />
drive-in operation in the country has so<br />
carefully prepared itself for handling the<br />
traffic problem of the outdoor theatre.<br />
FEATURE CARE OF CARS<br />
This interest in the safety of the patron<br />
and the care of his automobile has been<br />
the key to a vei-y successful promotion campaign<br />
for the Boulevard Theatre. The<br />
Boulevard, when it opened some months<br />
ago, was one of the first drive-ins in the<br />
Kliami district and the advertisements were<br />
gauged to acquaint film fans with the features<br />
of the outdoor theatre—but the safety<br />
angle was the key to the most successful<br />
promotional copy.<br />
Among the most interesting advertisements<br />
run was a series of eight based on<br />
testimonials of patrons who had switched<br />
to the Boulevard Drive-In. Each advertisement<br />
carried a photo of the patron and<br />
his statement as to why the switch was<br />
made.<br />
Highlighting the attractions mentioned<br />
by patrons were comfort, advantages to a<br />
family with children, unusual services and<br />
measures to insure safety of the patron and<br />
his car. The advertising campaign followed<br />
the lead of these comments. Its effect<br />
on Miami patrons has been proved<br />
by a check of license plates of cars in the<br />
theatre. Where out-of-town cars formerly<br />
accounted for 80 per cent of the attendance,<br />
they are now definitely in the minority.<br />
Co-managers James Maury and Burton<br />
Clark are quite proud of theatre safety<br />
measures, which are carefully enforced. By<br />
reason of the ramp area layout, all cars<br />
move foiT^'ard and need never be backed<br />
up in parking.<br />
LIGHT SPEAKERS AND RAMPS<br />
Lights on each speaker post serve as<br />
guides, with moonglow floodlights covering<br />
the entire area for adequate vision<br />
even on moonless nights. In addition, a<br />
lighted center aisle bisects the ramp area<br />
for the convenience of patrons on the way<br />
to or from refreshment stands or restrooms.<br />
For ease in parking, the ends of<br />
each ramp are illuminated.<br />
A system of neon arrows, called "Robot<br />
ushers," are used to direct cars to the exact<br />
spot they are to occupy. When purchasing<br />
tickets, patrons are merely instructed<br />
to "follow the green arrows."<br />
An attendant, trained by an expert, takes<br />
each car to its stall and waits until the<br />
motorist turns off his engine, sets the brake<br />
and has the speaker in his car.<br />
Screen trailers give added information<br />
on the use of speakers and at intermission,<br />
three to five announcements are made over<br />
the public address system giving instructions<br />
for leaving the theatre and removing<br />
the speaker from the car before releasing<br />
the brake.<br />
ELIMINATE DENTED FENDERS<br />
The only accident in recent weeks was<br />
when brake fluid in a car escaped, causing<br />
the car to slide backward into another car,<br />
a mishap which the management could<br />
hardly have foreseen.<br />
A jeep patrols the entire area at least<br />
three times each evening, and the traffic<br />
captain makes an inspection to see that no<br />
cars have been moved since they were originally<br />
parked. He also cautions patrons<br />
against sitting on bumpers, requests that<br />
children be kept off the pavement, and<br />
checks other irregularities which might<br />
cause trouble.<br />
Motorcycles, scooters, and bicycles are<br />
not permitted to enter the parking area at<br />
all.<br />
At the break, attendants move ahead<br />
to supervise departing traffic. On U.S.<br />
Highway No. 1, into which cars move, a<br />
traffic light is operated manually by a theatre<br />
attendant so that there is no danger<br />
of accident when the patron drives out on<br />
this main thoroughfare.<br />
MANAGER WATCHES TRAFFIC<br />
Dui'ing intermission the manager stays<br />
at the microphone in the concession building<br />
where he has a broad view of the entire<br />
area and is able to give such special<br />
instructions as seem necessary while overseeing<br />
the movement of traffic.<br />
With such careful management there is<br />
little danger that the motorist and his car<br />
will not emerge from the Boulevard with<br />
his disposition and his fenders intact. It<br />
is this sort of painstaking service which<br />
has prompted the testimonials Wometco<br />
is pleased to use as part of its campaign<br />
to educate this population to the comfort<br />
and advantage of the drive-in.<br />
Illustrated at the top and bottom of the page are four newspaper adyertisements from a series of<br />
eight used by the Wometco circuit to publicize the comfort, safety and convenience of attending<br />
their Boulevard Drive-In Theatre.<br />
Patterned after a national distiller's campaign involving a "switch" of various patrons to his<br />
brand, the copy is composed of testimonials from theatre patrons who tell, in their own words,<br />
why they "switched" their movie attendance to the Boulevard. Testimonials are selected for<br />
the variety of reasons and types of persons represented.<br />
JACK MOER.I. HAS SWITCHED TO THE<br />
BOULEVARD DRIVE-IN THEATRE.<br />
JACK MOmi, Soft Drink Distributor<br />
NO SMOKINO LOGE CAN EQUAL THE PERFECT RELAXATION<br />
OFfVWOINN COMFORTA gLECAR AND MV FA VOR.ITE PIPE. THAT! WHY<br />
MV CHOICE IS THE BOULEVARD DRIVE-IN ALWAYS.<br />
LOUIS BRANNING, HASSWITCHED TO THE<br />
BOULEVARD DRIVE-IN THEATRE.<br />
LOU/S BRANNING, Police Officer<br />
EIGHT HOURS ON MY BEAT MAKE TAKING THE FAMILY TO THE<br />
RELAXING' OUTDOOR PICNICWH/CH IS SHOtVOOmC AT THE BOULEVARD<br />
DIUVE-IN ATREAT FOR US ALL. AND MY BOY SURELOVESTHE PLAYGROUND<br />
46 The MODERN THEATRE SECTION