Boxoffice-January.07.1950

: January
Sons of War Veterans,
Indians Whoop for
Tellow Ribbon'
Supplementing a strong newspaper publicity
campaign for "She Wore a Yellow Ribbon,"
supported by a contest sponsored by the
I
Syracuse, N. J., Post Standard, Sol Sorkin,
manager of the RKO Keith's Theatre there,
made numerous tieups and lined up unusual
support from several different sources.
An excellent word-of-mouth builder was a
parade staged by the Sons of the Union Veterans
of the Civil War post. The mayor of
Syracuse headed the parade, and the marchers
wore Civil war uniforms and were accompanied
by a fife-and-drum corps. Units of
the 108th infantry participated in the parade
with jeeps, tanks and trucks. Indians from
the Onondaga tribe, headed by Chief Big Tree
who appears in the picture, also marched in
the parade. Fine newspaper breaks were obtained
when Chief Big Tree visited the newspaper
offices and radio stations, and made a
personal appearance on the theatre stage.
Sorkin made a tieup with the Onondaga
Historical Ass'n and obtained museum equipment
used by the U. S. Cavalry during the
latter part of the 19th century. The exhibit
was set up in the theatre lobby prior to
opening.
Nine music stores were supplied with stills
and cards tieing in the record of the title song
with the playdates. Radio stations used records
and live copy with resulting free plugs
over WAGE, WNDR, WOLF, WSYR and
WFBL.
The army recruiting and National guard
booth, located at one of the most traversed
intersections of downtown Syracuse, was bannered
with 40x80 displays and valances. The
tiein here was based on the catchline, "For
an Action Packed Career, Join the U. S.
Mechanized Cavalry."
The Post Standard ran daily stories announcing
a "beau-catcher" contest, with
prizes awarded for the best, most original,
and novel beau-catchers submitted by readers.
First prize was dinner and champagne
at the Hotel Onondaga and theatre tickets for
"She Wore a Yellow Ribbon." Runnersup received
passes.
Press breaks down — but $2.88
keeps editions rolling
Press broke down at 5 p.m., at end of evening edition's run. But this publisher
got replacement parts in a hurry the same way he gets electros, mats, news photos
—by Air Express. An 18-lb. carton traveled 500 miles, was delivered by 11 p.m.
Shipping charge .?2.88. Morning edition published as usual.
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BOXOFFICE Showmandiser :
7, 1950 —7— 29