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
. . . Stay " s TREASUBE IT! Don't discard your BOXOFHCE. The liowmandiser section has been de- serve as a permanent hand- jned to ook of theatre merchandising. The pages will be numbered conseclively throughout the year. An index to these pages will be pubshed at regular intervals, thus providig easy reference to the various arties on showmandising of individual ictures, t types of pictures, and to all le various phases of promotion. Theatremen and executives who ave long felt the need for an up-to-thelinute, yet permanent guide to boxofce promotion material, will recognize lis latest service innovation in BOX- )FFICE as an invaluable aid in their aily showmandising efforts. How to Stretch $20 Told by Ted Ames How to stretch $20 to cover a well-rounded ampaign was ably demonstrated by Manager 'id Ames of the Opera House in Millinocket, le., in his promotion of "The Jolson Story." Always with his eye on the budget, Ames en induced his wife to make 800 telephone alls over a period of four days. On each she lepeated. "This is the Opera House calling. IjVe thought you would like to know that The Jolson Story' is playing at the Opera louse on Tuesday, Wednesday, Thursday and 'riday. We know you would not want to ;iiss it." Ames launched his campaign six weeks in _ (ivance, announcing the booking in a full fiage of his no-cost theatre program. He Iso made liberal use of screen slides, which I'i're free; worked out album tieups and win- J(iW displays: bannered 50 windows on Maine (treet and in East Millinocket. ten miles 'iway; used press book material in the box- ^Ifice; had an announcement on the high ichool bulletin of the special school matinee; jiromoted a full page co-op ad in the Herald; cok space in the Bangor Daily News and the Ijvllllinocket Journal, and used the complete |.«I,itional Screen specialty and standard ma- Lerlal on the picture. 'Bedelia' on Wheels Opens Kansas City Kimo Campaign Carrying out an extensive campaign on "Bedelia." Manager Jim Chapman of the Kinu) Theatre in Kansas City, emplo.s-ed 15- foot cutouts mounted on wheels, intriguingly dressed usherettes passing out cards downtown, decals put on store windows and automobiles, personal ads in the local newspaper, window displays in neighborhood stores and special sundaes at drugstores. His openinu night attendance was- twice that of an ;i\riage night and the film went right along lu three weeks of above average business. Leading off with his huge cutout of "Bedelia" mounted on wheels. Chapman had one of his ushers slowly propel the placard across the Kimo stage between performances two weeks in advance of the opening. Theatre employes transferred decals onto car windshields and store display windows. The stickers read: "Warning Men! Unless You Can Enjoy the Story of a Ravishingly Beautiful Woman Who Is Wickedness Itself Home and Do the Dishes . . . And Let the Little Woman Come and Have the Best Time of Her Life. P.S.: Just in Case, the name of the Gorgeous Creature is 'Bedelia.' " Advertisements in the local paper ranged all the way from "For Rent" classifieds to "Personals." Under the first category Chapman planted such ads as, "Apartment for Rent. No. not quite, but mighty comfortable seats at the Kimo Theatre at 65 cents. Come in and see 'Bedelia.' Personals on opening night read "Call me at 'Valentine 7296. (Signed) 'Bedelia.'" Those calling the number heard the Kimo cashier say in a sultry voice: "This is Bedelia's maid. Please be at the Kimo by 7:00 p. m." Two gii'ls, dressed in costumes, visited downtown traffic centers opening day, passing out cards to passersby. On one side was the word "Bedelia." On the other was: "You know what kind of girl I am. Call me at VA. 7296 at 7 tonight." The cashier at the theatre again gave the same reply as before. For several days Chapman coached his cashier so that she might affect a natural sultry way of speaking. Mrs. CarroU-s" at the Majestic Theatre in Dallas. The contest was promoted with the operators of two large bowling alleys and was widely exploited through newspapers, coop- IfJ ihnny O'clock.' " ments of Humplirey Bogart. Hens Hatch Eggs in Lobby As Patrons Guess Time Farmers around Omaha, Neb., did some speculating and "The Egg and I" hatched some good publicity as a result of a stunt staged in the Orpheum Theatre, managed by RoUin K. Stonebrook. Tri-States officials placed a hen in the Sirls Ride Buses, Carry lobby of the theatre. Quite a few "experts" avowed there would be no eggs hatched in 3ooks on 'Stairway' such public surroundings. Three girls carrying an enlarged book that A contest was staged. Geraldine Uzel, 17, tntered attention on the title, "Stairway to won the first prize of $10. She guessed H.'Bven," rode every trolley and bus line within 28 minutes when the first egg would r Hamilton, Ont., during peak hours to be hatched. xomote the picture in that city. The stunt For doubting Thomases another 14 eggs A- IS conceived by C. T. Spencer, manager of were hatched. ;1 e Capitol. Timely 'O'clock' Piece Kegler 'CarroUs Contest A Humphrey Bogart sweepstakes for kcglers was one of the highlights of Manager Forrest Thompson's campaign for "The Two erative ads and a local b?wling news publication with a circulation of 5.000. A cash prize was awarded to the winner with the compli- k A smart looking lobby piece consisting of ^U'lrge figures of Dick Pow^ell and Evelyn K;yes and the familiar face of a clock was sf : up by MoUie Siskles at the Loew PoliiPilace in Meriden, Conn., for "Jolinny It) Clock." Fine clook hands pointed to the libieak In the title words on the clock's face |ai d a lettered square in the center read: Qu'd better be on time when you see Successful Seat Selling Stunts Fred Grecnicay. tnana^er of the I'oli-Pnlace in Hartford. Conn., lied up with a local fencing academy, had these luo pretty girls fencing on city streets to exploit "Duel in the Sun." For the Orpheum engagement of ''Ramrod" in Kansas City, Manager Lawrence Lehman, promoted this window in a prominent hat store. Profuse display of stills commanded extra attention from passersby. T. A. MacDougaiil. inuua^ii nj the Rilz, Talladega. Ala., tied in with W oolworlh' to promote "Razor's Edge" and book sale. Woolwortlis upper floors carried strong plug, seen above. I'BOXOFTICE Showmondiser :: Jane 28. 1947 —97— 41
- Page 1 and 2: INDUSTRY PONDERS EFFECT OF THE TAFT
- Page 3 and 4: I I He's hotter than a i^S^ firecra
- Page 5 and 6: -,*' - " "t "a 1 » ' ^ w -L « J 1
- Page 7 and 8: lluJi.Hl0H 'ulwu (Z^y^ttdtHHU Ped4e
- Page 9 and 10: : flpiure, ' ' • was i • with ^
- Page 11 and 12: ' mre, ; to ; iidmission , the , on
- Page 13 and 14: (HORNER BROS., ^*- -"'""'"« fl'"'
- Page 15 and 16: l,L I )eto Wilson P.OODS STRIKE AT
- Page 17 and 18: I "Tight adventure melodrama with P
- Page 19 and 20: m. THE SELZNICK RELEASING ORGANIZAT
- Page 21 and 22: . point W. D I)cal Censors Urged 1)
- Page 23 and 24: i; ridf 1 if hat Sipi'eme Court Rul
- Page 25 and 26: NORMANDIE . :j^;//.H Star TRADE SHO
- Page 27 and 28: : a:.d . amending L New • bt Tvo
- Page 29 and 30: i I ••• • I In Hew York's E
- Page 31 and 32: — I Continued I ontlnued from pag
- Page 33 and 34: I One ' I — Cl^STER FRIEDMAN EDIT
- Page 35 and 36: I hchmg , ?estem : the Sl)r3 Serves
- Page 37 and 38: ?Oth HAS THE ANSWER! C^l AT RADIO C
- Page 39: Kie 'Johnny 'Clock' ByFhone in Hote
- Page 43 and 44: 1 Ids I jply xhibitor Henry Reeve o
- Page 45 and 46: Lachman Re-Elected Head of N.J. All
- Page 47 and 48: ' and . . James . . Maurice . . M.
- Page 49 and 50: . . Lois . . Jane . . Frances . . E
- Page 51 and 52: I I I their I conditions. , hour, ,
- Page 53 and 54: i Ijrilish !o Tax Films \)n Earning
- Page 55 and 56: f What every bride shouldn't know:
- Page 57 and 58: EWS AND VIEWS THE PRODUCTION CEMTER
- Page 59 and 60: \ Casey, - 'NAKED " 'HIGH estimonia
- Page 61 and 62: LOS ANGELES AT ITS BEST WHERE IN AM
- Page 63 and 64: I , deal . . Dave . . Emma . . Barn
- Page 65 and 66: ' I the . . Gladys . , E. . . Georg
- Page 67 and 68: , Fire I Louis ' 1 nt - . . . Spenc
- Page 69 and 70: I which ^ht. Louis Bus strike Flood
- Page 71 and 72: . screened . . Florence . . Laura .
- Page 73 and 74: i gat ' I I : C.rand i week. I nost
- Page 75 and 76: , From the BOXOFFICE FILES • •
- Page 77 and 78: I trict i and ! motor-equipped 1 an
- Page 79 and 80: AHHOUHcma the appointmenf of as man
- Page 81 and 82: . . Ben . . The . . Herb ]aehrs Wil
- Page 83 and 84: [ jRosanek. ' Trom I Local . . Dona
- Page 85 and 86: ' I ^-9 : Present OHIO SLASHES JOBL
- Page 87 and 88: I I 1 In * Exhibitor Uses Plane; ^
- Page 89 and 90: ' While I . . The . . Dorothy . . E
. . . Stay<br />
"<br />
s<br />
TREASUBE IT!<br />
Don't discard your BOXOFHCE. The<br />
liowmandiser section has been de-<br />
serve as a permanent hand-<br />
jned to<br />
ook of theatre merchandising.<br />
The pages will be numbered conseclively<br />
throughout the year.<br />
An index to these pages will be pubshed<br />
at regular intervals, thus providig<br />
easy reference to the various arties<br />
on showmandising of individual<br />
ictures, t<br />
types of pictures, and to all<br />
le various phases of promotion.<br />
Theatremen and executives who<br />
ave long felt the need for an up-to-thelinute,<br />
yet permanent guide to boxofce<br />
promotion material, will recognize<br />
lis latest service innovation in BOX-<br />
)FFICE as an invaluable aid in their<br />
aily showmandising efforts.<br />
How to Stretch $20<br />
Told by Ted Ames<br />
How to stretch $20 to cover a well-rounded<br />
ampaign was ably demonstrated by Manager<br />
'id Ames of the Opera House in Millinocket,<br />
le., in his promotion of "The Jolson Story."<br />
Always with his eye on the budget, Ames<br />
en induced his wife to make 800 telephone<br />
alls over a period of four days. On each she<br />
lepeated. "This is the Opera House calling.<br />
IjVe thought you would like to know that<br />
The Jolson Story' is playing at the Opera<br />
louse on Tuesday, Wednesday, Thursday and<br />
'riday. We know you would not want to<br />
;iiss it."<br />
Ames launched his campaign six<br />
weeks in<br />
_ (ivance, announcing the booking in a full<br />
fiage of his no-cost theatre program. He<br />
Iso made liberal use of screen slides, which<br />
I'i're free; worked out album tieups and win-<br />
J(iW displays: bannered 50 windows on Maine<br />
(treet and in East Millinocket. ten miles<br />
'iway; used press book material in the box-<br />
^Ifice; had an announcement on the high<br />
ichool bulletin of the special school matinee;<br />
jiromoted a full page co-op ad in the Herald;<br />
cok space in the Bangor Daily News and the<br />
Ijvllllinocket Journal, and used the complete<br />
|.«I,itional Screen specialty and standard ma-<br />
Lerlal on the picture.<br />
'Bedelia' on Wheels<br />
Opens Kansas City<br />
Kimo Campaign<br />
Carrying out an extensive campaign on<br />
"Bedelia." Manager Jim Chapman of the<br />
Kinu) Theatre in Kansas City, emplo.s-ed 15-<br />
foot cutouts mounted on wheels, intriguingly<br />
dressed usherettes passing out cards downtown,<br />
decals put on store windows and automobiles,<br />
personal ads in the local newspaper,<br />
window displays in neighborhood stores and<br />
special sundaes at drugstores. His openinu<br />
night attendance was- twice that of an ;i\riage<br />
night and the film went right along lu<br />
three weeks of above average business.<br />
Leading off with his huge cutout of "Bedelia"<br />
mounted on wheels. Chapman had one<br />
of his ushers slowly propel the placard across<br />
the Kimo stage between performances two<br />
weeks in advance of the opening.<br />
Theatre employes transferred decals onto<br />
car windshields and store display windows.<br />
The stickers read: "Warning Men! Unless<br />
You Can Enjoy the Story of a Ravishingly<br />
Beautiful Woman Who Is Wickedness Itself<br />
Home and Do the Dishes . . . And<br />
Let the Little Woman Come and Have the<br />
Best Time of Her Life. P.S.: Just in Case,<br />
the name of the Gorgeous Creature is 'Bedelia.'<br />
"<br />
Advertisements in the local paper ranged<br />
all the way from "For Rent" classifieds to<br />
"Personals." Under the first category Chapman<br />
planted such ads as, "Apartment for<br />
Rent. No. not quite, but mighty comfortable<br />
seats at the Kimo Theatre at 65 cents. Come<br />
in and see 'Bedelia.'<br />
Personals on opening night read "Call me<br />
at 'Valentine 7296. (Signed) 'Bedelia.'" Those<br />
calling the number heard the Kimo cashier<br />
say in a sultry voice: "This is Bedelia's maid.<br />
Please be at the Kimo by 7:00 p. m."<br />
Two gii'ls, dressed in costumes, visited<br />
downtown traffic centers opening day, passing<br />
out cards to passersby. On one side was the<br />
word "Bedelia." On the other was: "You<br />
know what kind of girl I am. Call me at VA.<br />
7296 at 7 tonight." The cashier at the theatre<br />
again gave the same reply as before. For<br />
several days Chapman coached his cashier<br />
so that she might affect a natural sultry way<br />
of speaking.<br />
Mrs. CarroU-s" at the Majestic Theatre in<br />
Dallas. The contest was promoted with the<br />
operators of two large bowling alleys and was<br />
widely exploited through newspapers, coop-<br />
IfJ ihnny O'clock.' " ments of Humplirey Bogart.<br />
Hens Hatch Eggs in Lobby<br />
As Patrons Guess Time<br />
Farmers around Omaha, Neb., did some<br />
speculating and "The Egg and I" hatched<br />
some good publicity as a result of a stunt<br />
staged in the Orpheum Theatre, managed<br />
by RoUin K. Stonebrook.<br />
Tri-States officials placed a hen in the<br />
Sirls Ride Buses, Carry<br />
lobby of the theatre. Quite a few "experts"<br />
avowed there would be no eggs hatched in<br />
3ooks on 'Stairway'<br />
such public surroundings.<br />
Three girls carrying an enlarged book that A contest was staged. Geraldine Uzel, 17,<br />
tntered attention on the title, "Stairway to won the first prize of $10. She guessed<br />
H.'Bven," rode every trolley and bus line within 28 minutes when the first egg would<br />
r Hamilton, Ont., during peak hours to be hatched.<br />
xomote the picture in that city. The stunt For doubting Thomases another 14 eggs<br />
A- IS conceived by C. T. Spencer, manager of were hatched.<br />
;1 e Capitol.<br />
Timely 'O'clock' Piece<br />
Kegler 'CarroUs Contest<br />
A Humphrey Bogart sweepstakes for kcglers<br />
was one of the highlights of Manager<br />
Forrest Thompson's campaign for "The Two<br />
erative ads and a local b?wling news publication<br />
with a circulation of 5.000. A cash prize<br />
was awarded to the winner with the compli-<br />
k A smart looking lobby piece consisting of<br />
^U'lrge figures of Dick Pow^ell and Evelyn<br />
K;yes and the familiar face of a clock was<br />
sf : up by MoUie Siskles at the Loew PoliiPilace<br />
in Meriden, Conn., for "Jolinny<br />
It) Clock." Fine clook hands pointed to the<br />
libieak In the title words on the clock's face<br />
|ai d a lettered square in the center read:<br />
Qu'd better be on time when you see<br />
Successful<br />
Seat Selling<br />
Stunts<br />
Fred Grecnicay. tnana^er of the I'oli-Pnlace<br />
in Hartford. Conn., lied up with a local<br />
fencing academy, had these luo pretty girls<br />
fencing on city streets to exploit "Duel in<br />
the Sun."<br />
For the Orpheum engagement of ''Ramrod"<br />
in Kansas City, Manager Lawrence<br />
Lehman, promoted this window in a<br />
prominent hat store. Profuse display of<br />
stills commanded extra attention from<br />
passersby.<br />
T. A. MacDougaiil. inuua^ii nj the Rilz,<br />
Talladega. Ala., tied in with W oolworlh'<br />
to promote "Razor's Edge" and book sale.<br />
Woolwortlis upper floors carried strong<br />
plug, seen above.<br />
I'BOXOFTICE Showmondiser :: Jane 28. 1947 —97— 41
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