PONDERS TAFT-HARTLEY WAL

Animated Display Helps
Jolson
Sing Sweet Tune at Boxoffice
-^ ^JOLSOH STORY
URRY PARKS EVELYN KEYES
M Wi
TmiA^
A low-cost campaign for "The Jolson Story"
racked up a near record gross at the Roxy
Theatre In Yorkton, Sask., Canada, for William
Johnston, manager of the Roxy.
The mayor of Yorkton issued an official
proclamation for "Jolson" week with newspapers
and radio commentators playing up
this fact to good advantage. Johnston used
a series of teaser ads to build up interest in
the playdate. These were supplemented by
large display ads just ahead of and current
to the opening. Music stores were tied
in for displays featuring sheet music and
records of song hits made popular by Jolson.
Silk screen cards were made up and dis-
llliP
tributed to all stores in the area for display
two weeks prior to opening.
Four days in advance, Johnston had one
of his ushers, made up like Jolson in blackface,
walk out on the stage and go through
the motions of singing while records were
played over the public address system. This
stunt provoked e.xtensive comment. A special
theatre front was constructed in which
the central figure was animated. Hands and
arms tsee above photo i moved in unison with
the eyes which were two ping pong balls.
A loudspeaker, concealed in the boxoffice
carried out the illusion of the figure singing,
with recordings from the film.
Institutional Selling
Effectively Boosts
Matinee Business
Mr. Average Theatre Manager who finds
his evening attendance at near capacity and
matinee business down to a few handfuls o!
people might take a tip from Hugh Borland,
manager of the Louis Theatre in East Chicago,
111.
Recently Borland decided there must be
something wrong when a theatre can draw
good night crowds, yet play to rows of empty
seals during the afternoon hours. After
giving the problem some thought, an Institutional
campaign was prepared and set
in motion which has had notable success.
A series of special trailers was prepared.
Each week new copy was injected. "The
matinee performance is a refreshing
relaxing way to spend an afternoon . . .
and
bring
a friend and double your enjoyment," was the
theme.
Three thousand heralds with special copy
on matinees were imprinted and were cost
free because Hugh had the forethought to
sell a merchant ad which covered the entire
bill. He then got one of his ushers and both
started out to make personal calls on the
neighbors. Instead of merely dropping the
circulars in hallways or under doors, the two
knocked on the door or rang the bell. As
the door was opened, a personal message was
delivered: "So sorry to disturb you but I
would like to leave you this pamphlet from
the Louis Theatre."
Borland utilized the theatre programs for
a special message on the first page with copy
on. "What to do in the afternoon for enjoyment."
The in.side layout was devoted to
cutT and copy on coming attractions.
Tlie result of Borland's effort has been apparent
through increased attendance during
the daytime.
Platter Plugs on 'Margie'
Cut by Beloit Staffers
Brlnil. K;i.s., was really made "Margie"
conscious both by ear, eye and taste by L. O.
Gill, city manager for Theatre Enterprises,
Inc., and his staff at the Beloit Theatre.
Gill's campaign began ten days prior to
playdate with window tieups in a music
store, featuring hits of the film, .stills and
date strips, and with a department store
featuring "Margie Modes" .sports clothes for
the younger .set.
Three days in advance 2.000 numbered
teasers were distributed Locally ajid in
nearby towns. Twenty-five lucky numbers
were posted on a special art display board
in the Beloit lobby. Holders of posted numbers
were given passes. Gill also made a
ticup with a .soda fountain to award to 26
additional lucky number holders a "Margie"
sundae. The soda fountain shared in the
printing expenses.
On opening day a public address system
was u.srd to broadcast music from the film
and also the special recordings made by the
staff. In addition, whenever there was a
line waiting at the boxoffice recorded plugs
for forthcoming attrnrtions. made by members
of the Beloit staff, were broadcast.
Theatre Serves Coffee;
It's a Hit With Patrons
The Indiana Tlieatre in Indianapolis
has made a hit with Its service of free hot
coffee from a stand on the >nezzanlne floor.
It Is refreshing and not so noisy as popcorn.
However, it's a temporary arrangement, said
Col. Ken Collins, manager.
News Copy on Heralds
K. E. Simmons, manager of the Congress
Theatre in Los Angeles, used some striking
newspaper advertisements to exploit "Duel
In the Sun." Simmons used the copy for
special heralds which were distributed
throughout the neighborhood.
Too Good to Miss
.Sidney Miller, manascr of the Starlite
Theatre in Corsicana, Trx., rerendy
fared the problem of fryins; to
sell a picture to a Negro audience on
which there was no advertising available.
Believing that talk would .soil
the picture. "The Orcon Ta-stures."
Miller introduced a slightly different
angle on an old stunt and rreatod so
much talk (hat even Negro ministers
in the city recommended the picture
from their pulpits.
Alillcr got nut an oversized herald
attractively laid out with straight type.
Ill the center of the throwaway appeared
a large box with a statement
from the management that every Negro
in the county who could not afford to
buy a ticket to see this great film would
be admitted free at the Monday night
performance.
Barked up by this unusual offer, the
theatre went on to break every previous
attendance record. e)nly .'iO persons
were on hand to see the free perfornianre
which was scheduled for the
la.st day of the engagement.
Enlists Store Support
For 'Bedelia' in Tampa
In addition to tlie usual newspaper and
radio advertising channels. Curtis Miller.
city manager for Florida State Theatres In
Tampa, tied up with Woolworth's for a threeway
plug to help exploit "Bedelia."
Miller had his art shop build a giant book
using two six-sheet cutouts for illustrative
material. The book was surrounded by a display
of regular books and stills from the picture
with theatre credits. Inside the store
another display of books and mounted cutouts
of "Bedelia" were spotted at the book
counter. A large banner overhead listed
the theatre's name and playdate. The store
also used 2,000 heralds as stuffers.
In the theatre house program. "Bedelia"
wa.-( plugged for two weeks in advance and
the cover page was u.sed just prior to opening.
The programs were distributed in all
five affiliated houses and also at downtown
hotels. The picture was cross-plugged In the
lobby and through trailers at the circuit's
subsequent run houses, both in advance and
during the week's run of the film.
Builds Economical Display^
An effective and economical lobby setple
was created by Cliff Loth, manager of
Uptown Theatre in New York, to explo
"Sinbad the Sailor." Loth mounted and ""
out the Illustration, title and cart from a
sheet, set it against a background of crush^
velour and, at slight expense, succeeded
focusing special attention on the pictu
playdate.
40 -96— BOXOFFICE Showmiandiser :: June 28, 1947