Boxoffice-January.07.1950
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Boxoffice-January.07.1950

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— 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

f/owi I A NEW « «to- " ' IN-A-CAR SPEAKER FOR DRIVE-IN THEATRES /Votv/^ ^ TOP QUALITY SIMPLEX PERFORMANCE AT PRICES SO LOW YOU WILL BE AMAZED See Your NATIONAL THEATRE SUPPLY Branch "EVERYTHING FOR THE DRIVE-IN THEATRE" BOXOFFICE :: January 7, 1950 47

f/owi I<br />

A NEW<br />

«<br />

«to- " '<br />

IN-A-CAR SPEAKER<br />

FOR DRIVE-IN THEATRES<br />

/Votv/^ ^ TOP QUALITY SIMPLEX PERFORMANCE<br />

AT PRICES SO LOW YOU WILL BE AMAZED<br />

See Your NATIONAL THEATRE SUPPLY Branch<br />

"EVERYTHING FOR THE DRIVE-IN THEATRE"<br />

BOXOFFICE :: January 7, 1950 47

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