FRUITFUL ADVERTISING

Bay of Plenty Beacon, Volume 8, Issue 100, 24 August 1945, Page 5

FRUITFUL ADVERTISING

(RECENT FILM FEATURE

SUCCESS OF "GOING MY WAY"

During the four day season it hart [in Wliakatane a total of MOO people attended the nine screenings in Whakatane of "Going My Way," and the season is regarded as the most .successful for any movie feature ever screened in the town. People are: often sceptical when a

picture is advertised to the ext'ertfc ' Going: My Way" was ? and in the past may have been disappointed ,mt 111 this ease ? tMs did not apply' as almost without exception every patron came away folly satisfied. Hie i act that Wlnvkatane was able to cater for so prominent a picture is something which will stand 1 the town in good stead in the future, i'or having' proved that its taste for classical entert?mmc.nt is so st-.-ong: it will' now be in line for earlier releases of the better class pictures which' come to this count try. the success of the screening'' which in itself was largely experiwas due in nx> small measure to the enthusiasm! and' enterprise of the Manager Mr R.. Chapman, who made every effort to see tha't the advertising was as as

humanly possible. Every shop counter, every bufv every hoarding and prominent position eaa-ried an invitation to see '"Going My Way." Citizens were evens treated to the unfamiliar sight of a sandwich man in the street. . j

The first screening* was an 11 o'clock session on;' the Saturday

morning. By l(h3(> the queue in front of the ticket otFice had begun

to lorin and in a few minutes was

stretching out two. or three deep half way across the road. Ten minutes- after the show started, avail-

able seats, were very few and far

between. It was certainly a case of

it pays to advertise.'

The result of such widespread advertising was apparent in that parties: came from as far as JVlurupara Maketu, Pbngakawa and Kut-irere.

They were not disappointed foxthere can lie., no doubt that the picture was one of the best yet put on celluloid..