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1948-49 Theatre Catalog, 7th Edition, Page 512 (497)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 512
Page 512

1948-49 Theatre Catalog, 7th Edition, Page 512

A patron wrote in to ask the identity of a certain player in one of our films. It gave me the idea for a ttKnow Your Stars" contest. I made a display of 50 star heads and invited patrons to identify each. Prizes were offered for highscorers. The interest was amazing. Thousands of people filled in the lists.

Many patriotic Observances are celebrated at the Rivoli. A typical one is the special stage program put on each year on the eve of Columbus Day by the Good Neighbors Center, which is devoted to the cause of Pan-American solidarity. The theatre is unable to accommodate the great number of New Yorkers of Latin-American descent who come at that time.

Then there is the topical stunt. No sooner was it announced that the Friendship Train, picking up food for the starving peoples of Europe, was coming in, than the Rivoli was oifered as a food repository. The Rivoli was highly lauded for that, adding to our greatstore of good will.

At the time of the New York Heart Campaign Fund drive we fastened heartshaped containers on the arms of our usherettes and announced they were "carrying their hearts on their sleeves."

Just before the last Fathers Day observance we held an essay contest, open only to children, on the subject of uThe Most Deserving Father? A complete outfit for the male parent was the prize for the best letter. We profited hugely from the not inconceivable fact that every child had the most deserving father.

We have had good seasonal stunts, too, notably the one of the past summer. Everyone is interested in the weather when there are extremes of temperature, and especially when the thermometer takes a big rise. In mid-summer we placed a large frame in front of the theatre, containing the names of the principal cities. By means of an arrangement with one of the news services we were able to list the days temperatures in each of those cities, together with a steady reminder that inside the Rivoli it was tialways a comfortable 72 degreesfi The display drew crowds daily, and when it was very hot the significance of the Rivolits cool interior was not lost on them.

By these and numerous other special activities we itsell" the Rivoli Theatre. That we have succeeded in doing so has been proved to us again and again.

Todayis mail brought a letter from a woman in Brooklyn, asking Hwhatls going on at the Rivoli this weekfw She did not ask what picture we were playing. Simply Hwhatis going onim

She and a great many others ttbuy" the Rivoli.

'KNOW YOUR STARSt contest, top, attracted many theatre patrons. Ann Blyth is shown trying her luck in listing Hollywood's tavorites. A petition for awarding an Academy 'Oscar' to Olivia DeHavilland for her performance in "The Snake Pit" is signed by two theatre patrons. The scroll was mounted on two rollers and was more than a mile long. From right and left. Anatole Litvak. director of the picture. and Monty Salmon. manager o! the Rivoli, New York. look on. Contributions of food packages for the Friendship Train were accepted in many theatres throughout the country. In the bottom photo Monty Salmon is shown accepting donations from two theatre patrons. His Rivoli served as a repository for packanns. A lobby display frame advertises "the Train'.


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1948-49 Theatre Catalog, 7th Edition, Page 512