Entries in the recently completed MGM-UA "The Secret of NIMH" Showmanship Contest conducted through BOXOFFICE displayed some of the same originality and imagination found in the animated Aurora Productions film.
Judging the many entries from theatres around the country was a difficult task for BOXOFFICE staffers. Each entry sparkled in its own way, with many offering unique methods to promote the adventures of Mrs. Brisby and the rats of NIMH.
Because of its professionalism, low cost and effectiveness, the $4,000 Grand Prize winner was judged to be the promotion created by manager Tony Bruguiere and the staff of the UA Prestonwood Creek 5 in Dallas, Texas. In addition to organizing coloring contests, radio tie-ins and an extensive lobby display, Bruguiere and staff created a successful "Secret Chest of NIMH" contest where prizes included puppies, kittens and a 1/4 carat diamond that cost the theatre virtually nothing.
Although many other entries contained some of the same elements, the judges felt that the Prestonwood 5 combined all of its activities in the most cost effective and promotionally advantageous manner.
Congratulations to Tony and his hard workers, who will receive the contest's Grand Prize from MGM/UA.
Although the winner did great things for "The Secret of NIMH" in the Dallas area, the runners-up were just as inventive and successful.
The six winners of the Regional Showmanship Awards, which carry a $2,000 cash prize, displayed an uncanny ability to parlay a few dollars of promotion into astounding grosses and audience participation while securing the aid of area merchants and broadcast media.
The staff of the UA Cinemas 1-5 in the Delco Plaza Mall in York, Pennsylvania, is one Regional winner. Manager Phyllis Jones and crew created a beautiful lobby display, toured the area with costumed characters created at the theatre and gave free screenings for the handicapped.
Another $2,000 winner, the AMC Orange Mall 6 Theatres in Orange, California, created an innovative "secret clue" contest that integrated the print and broadcast media with the theatre's own marquee to keep interested patrons guessing. Child care centers were made special targets for the contests and merchant tie-ins with J.C. Penney and Bressler Ice Cream were effective.
Perhaps the best example of linking the film with the book it was based upon, "Mrs. Frisby and the Rats of NIMH," came from another $2,000 winner, the Genoa Theatre in Genoa City, Wisconson.
The theatre's owners, Mr. and Mrs. John Ingalls, devised a brilliant reading contest that allowed local students to read the book in school and earn free passes to the film's showing. The Ingalls' also integrated clever merchant tie-ins and hidden "NIMH" stickers on concession items into their overall promotional plan.
The Mann 6 Theatres in Rancho Bernardo, California, will also receive $2,000 for Mike Graves' staff's excellent string of contests which culminated in a series of screenings where a staff singing group, "The Boys," entertained the crowds with original songs about the plight of Mrs. Brisby and her brood.
MGM/UA will also award $2,000 to Mike Collins and the staff of the Dubinsky Brothers Theatres in Des Moines, Iowa. Mike created an ambitious mailing campaign as well as started a series of meaningful tie-ins with the local YMCA, children's hospital and book-stores as well as retail merchants.
The other winner of the Regional $2,000 Prize is the staff of the Metro Park Cinemas in Phoenix Arizona. Led by Rose Carinhas, the Blair and Reid Theatres' staff created a professional series of contests that used the touring NIMH costumed characters as well as arranged free advanced screenings for local day care centers.
The BOXOFFICE staff, along with the employees of MGM/UA and Aurora Productions, salute the hard work put into these top winners and the results that gave "The Secret of NIMH" something extra at the boxoffice.
Since there were so many excellent entries, the 12 $500 Regional Showmanship Finalists were expanded to 14, leaving eight $250 Regional Shomwanship Certificates of Merit instead of the original 12.
The 12 $500 winners are: Arlington Theatre, Riverside, California. Raymond Pankow, manager; 2001 Enterprises chain in North Wilbraham, Massachusetts. Mark Talbot, operations manager; Paramount Theatre, Memphis, Tennessee. Helen Slavick, manager; Vista Theatre, Boise, Idaho; AMC Greenwood 6 Theatres Bowling Green, Kentucky. Walker Stuffle, general manager; Village Cinema IV, Austin, Texas. Patrick O'Donnel, manager; Springs North Four Theatres, Kansas City, Kansas. Tony Adamson, general manager; Theatre Operators, Inc., Bozeman, Montana. Louise Barrett and Bill Campbell, managers; Shoregate Cinemas I & II, Willowick, Ohio. Mike Miller, manager; Plitt Theatre, Florence, South Carolina. Debbie Brinker, manager; Ideal Theatre, Heber City, Utah. Steve Zimmerman, manager; Boonsboro Cinema I & II, Lynchburg, Virginia. Danny Grigsby, manager; Rivoli Theatre, Seward, Nebraska. Julie Wisehart, owner; Royal Cinema IV, Meridian, Mississippi. Lee Straus, manager.
The eight winners of the $250 Regional Showmanship Certificates of Merit are: Village Mall Cinema, Danville, Illinois; Richland Cinemas, Ontario, Ohio; Kerosotes Cinema I & II, Columbus, Indiana; Apache Theatre, Fort Stockton, Texas; Oak Park 6 Theatres, Overland Park, Kansas; Laemmle's Town & Country Theatres, Encino, California; Hub Cinema, Milford, Connecticut, and UA Cinema City, Little Rock, Arkansas.
BOXOFFICE, MGM/UA and Aurora Productions wish to thank all the entrants for giving the exhibition community a fine example of what real showmanship is all about!