Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

EXHIBITORS HERALD and MOVING PICTURE WORLD October 6, 1928 Above are some of the exploitation stunts used by West Coast theatres to put over the Educational two-reel comedy, "Fandango," starring Lupino Lane. Directly above is the circus wagon used by the Liberty theatre, Yakima, Washington, in its Hilarity Week campaign, of which "Fandango" was an important part. The wagon created much attention when parked in front of the theatre. A large street parade was a part of the exploitation. Ushers (center) were dressed in clown costumes. Here's a Bunch of Exploitation Shots from Wisconsin Men There's a bunch of live-wire exhibitors up in the State of Wisconsin, and just to prove it to you, here are a bunch of stunts some of them have been putting over in their houses recently. Perhaps there are some good ideas here that you can make use of yourself : Something new is being done in the way of advertising a picture here in Milwaukee. The Midwesco Theatres, Inc., is advertising "Wings" seven weeks in advance which is about the record in this section of the country. Ushering in a "sound" season with the installation of Vitaphone and Movietone, the Wisconsin, Milwaukee, carried a huge 65 foot banner running down seven stories advertising At the Patee Next Week MONDAY — Shirley Mason, Florence Turner and Gail Henry in an absorbing drama, "Stranded." Comer!v, "Troubles Galore." Scenic, Thrills of the Sea." TUESDAY — H. B Warner, Anita Stewart and Bill Francy in "The ■Romance of a Rogue," from the story by Ruby Ayors. Kinogram News. Felix cartoon, "Japanisky." WEDNESDAY— Mrs. Wallace Reld, Noah Beery and Roed Howe in a wonderful dramatic sea picture, "Hell Ship Bionson." Comedy, "Lucky Duck." THURSDAY — Virginia Lee Corbin, Johnnie Walker and big cast in a spectacular drama, "Bare Knees." >ox News. FRIDAY — Jack Pen-in and bis pals, Starlight, Rex and little Billy, In a merry comedywestern drama, "The Lafflh Fool." Double program. the event. "Hear What You See," was the copy. Staging China Days and Furniture Days has helped the Fischer theatre, Fond du Lac, pack the house. Cooperation with local merchants has made these two exploitations possible with practically no cost whatever to the theatre. The Allen theatre, Racine, and the Surran jewelry store and Racine Journal News conducted a contest which proved very beneficial to all concerned. The contest provided a list of questions which had to be answered weekly. The questions pertained to the business places. One of the questions was, "What picture starts at the Allen Sunday?" It was good publicity for all concerned. The Strand theatre, Marinette, is staging a Souvenir Night for kiddies quite often which is a pronounced success. The kiddies like to come and get a souvenir. The Rex theatre, Beloit, recently conducted a revival week which was very successful. Attendance during the week was about 20 per cent higher Charles Chaplin In "Easy Street." Also Kinogram News. SATURDAY — Buzz Barton, champion juvenilft rider, in "The Fighting Red Head." Comedy, "All Alike." Fox News. Today Doable Program BARBARA BRADFORD, Jack Richardson and strong cast in; "The Devil's Dice" Also "Fearless," the wonder dog. in "The Wolf.'.' Also comedy and Fox News. Monday Shirley Mison WILLIAM COLLIER. .JR. Florence Turner and Ga:l Henry In "Stranded" The Wilson theatre's chief attention getter for the comedy was a large cutout of the star, Lupino Lane. A loud speaker was concealed directly behind the mouth of the head and was connected with a phonograph upon which was played a rollicky laugh record. This teas a knockout for it stopped all passerbys. Below is a reproduction of a laugh coupon distributed by Liberty theatre in exploiting the comedy. A great deal of free publicity stories in the papers resulted from the comedy showing. than an average night. Advertising in the newspapers in the form of three cards, two aces and a plain card, held by a hand, brought in good results at the New Antigo Theatre, Antigo, Wis. Saturday and Sunday special shows were classified as aces. It's an idea in advertising which can be worked quite often. The Venetian theatre, Racine, has been boosting Early Bird matinees, an idea which appeals to lots of people and which has actually boosted business. The Majestic theatre and the Milwaukee Sentinel conducted a "Two Lovers" contest in connection with the showing of the U. A. picture at the theatre. Mr. and Mrs. Fred Heger of Hortonville, who were married 77 years, won the contest. It created much attention. Smithies Lets 'Em Vote for Old Films For the staging of a "Repeat Week," Manager E. O. Smithies of the Capitol theatre, Kingston, Ontario, conducted a popularity contest for old film productions, ballots being cast by patrons and results from day to day being announced on the screen. By way of a start, Manager Smithies suggested a number of likely features, including "Tol'able David," "Dark Angel," "The Sea Hawk," "Robin Hood," "Down to the Sea in Ships," "Hunchback of Jviut-e Dame," "Beau BrummeU" and "East Lynne." Other pictures were quickly recommended by film fans. Arrangements were then made by Smithies to book the old favorites for the special week, booking a different feature for each night. Business Men Use House for Opening In order to foster goodwill for their new Granada theatre, Finkelstein and Ruben, Minneapolis, turned the house over to the Hennepin-Lake Business Men's association for a special show. The business men were given complete charge of the theatre for one evening. The same film, "Glorious Betsy" with Dolores Costcllo and Conrad Nagel, the shorter features that were used at the formal dedication the next night were supplied the association. Attendance was by invitation of the association. On the same evening as the special show, the business men of the association cooperated with Finkelstein and Ruben in advertising their merchandise in connection with the theatre in a double page truck. Simple, yet effective, is this ad considering the small spare used (two columns). Notice that the entire week'\ bill is given in concise, selling copy. Many people will read an ad sucJi this une when they uill nut rend n larger ad in blink display type. The ad comes from Claire M. I'ntee. owner of the Patee theatre, Lawrence, Kan.