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

so EXHIBITORS HERALD and MOVING PICTURE WORLD October 27, 1928 A street parade was staged daily from 11 a. m. to 6 p. m. in Baltimore advertising "The Air Circus" Fox production playing the New theatre. Leon Victor, Fox exploiter, assisted in the campaign. A calliope played in the parade. Here Reason "Four Sons "Ran 3 Weeks at Strand, Milwaukee The reason why "Four Sons" played three solid weeks in Milwaukee at the Strand theatre is because there was some mighty good promotion work behind the picture. M. Kelley and his boys in the advertising department of Midwesco Theatres, Inc., surely did work up a fine schedule for the picture. Here it is, and no doubt many of you exhibitors can use the same ideas. Advance trailer running for four weeks before, 20,000 roto heralds distributed at the theatre for three weeks in advance, publicity started breaking three weeks in advance ; direct advertising opening two weeks in advance ; sound review for house personnel and newspaper representatives two weeks in advance ; 1,000 special German one-sheets posted ten days in advance; radio broadcasting started ten days in advance; 1,000 book marks distributed through the public libraries; number contest sold to Shopping News ; stereopticon flash on one side of Schroeder hotel one week in advance. Theme song, "Little Mother," was featured in twelve Milwaukee theatres by organists and orchestras during the preceding week; all Davis sign ads carried pluggers; subtitle contest carried in German Herold for seven days ; SO block 22 x 24 hookup with Postal Telegraph, book hookup with department stores, one-half sheet displays with Victor records downtown ; stills in windows of downtown jewelry stores, Orthophonic in lobby of theatre playing theme song; special newsboy show for Wisconsin News publicity; down town one-half sheet music store tieups ; costumes of Four Sons displayed in department store windows, co-operative advertising page in German Herold; canopy decorated with flags and bunting, photostat copies of critics' reviews in lobby on easel. "A" board in front of public library; banner with gas balloons between halves in Marquette football game ; singing of Little Mother through megaphones by male quartette at football game ; flashlight shots of crowds on opening night ; newsreel picture of opening mob from bannered truck; parade bv girls band with banner ; midnight show trailers on all screens for opening night; one-sheet easels in all hotels ; advance and correct trailers running at twelve Midwesco Theatres. Quite a campaign, wasn't it? But it was a dandy. "Four Sons" fell short of "Street Angel's" run here by only one week. The "Street Angel" run of four weeks is a record in Milwaukeee. "Movie-Talker" Is House Organ Title (Special to the Herald-World) OLYMPIA, Oct. 23.— The Liberty theatre has an innovation in its house program. Instead of calling it a "Newsette" or a "Program," the theatre calls the four-pager "The Movie-Talker" and has as its slogan "Our Screen Speaks for Itself." The bulk of the space in the program is devoted to extolling talking, synchronized and "effects" pictures that arc in prospect for the house. Numerical Puzzle Pulls in Patrons Exploitation puzzles were turned to good account by George Steels, resident manager of the Trianon theatre, Birmingham, for "The Butter and Egg Man." He used a numerical puzzle as a newspaper ad. Plans One Sound Film, One Silent, on Double Bill (Special to the Herald-World) ALBANY, Oct. 23.— The Proctor house in Troy, N. Y., is planning to show double features each Sunday night from November 15 on, and will use one sound picture and one silent in its program of entertainment. This idea in the way of double features is something new, at least for central New York. Beauty Contest For "Our Dancing Daughters 99 Helps It would be logical that a beauty contest tieup would help M G M's "Our Dancing Daughters" to go over, and manager Buddy Hooten of the Genesee theatre at Waukegan, 111., proved it. The Great States American Beauty contest finals were booked for the dates when this picture was showing. A contest for the picture was placed with the Waukegan Daily News. The mat from the press book — "Which Type Do Men Prefer?" was used for the first day and a contest of a controversial nature written up to accompany it. On the second another mat (one of the ad mats) was cut up to go with copy on the contest and the same for following two days. Different copy was written for each day. Prizes of cash and tickets were offered for the best answer of twenty-five words or more — on the question of "Which Type Do Men Prefer? The Cigarette Smoking, Petting Dancing Jazz-Mad Girl or the Home Type?" A huge cutout of a dancing girl was made for the top of the marquee and spot lights focused on it at night. Sunshine Girl Is Sought in Chain 9s Newspaper Tieup (Special to the Herald-World) ST. LOUIS, Oct. 23.— The St. Louis Amusement Company in conjunction with the St. Louis Star, an afternoon newspaper, is conducting a "Miss Sunshine" contest, the idea being to select a girl who cadiates happiness joy and personality in such a way she goes over big in any sort of company. Independent theatre owners and film exchange employees also have been invited to join the contest. The grand finale will be held at the Arcadia ballroom on the evening of November 21, when Miss Sunshine will be named. The winner will be awarded an automobile and the runner-up will receive an all expenses paid trip to Hollywood, Cal. Free Checking of Patrons9 Parcels Is Minnesota Ad One of the features of the bargain matinees at the Minnesota theatre, Minneapolis, is the privilege which shoppers have of checking their parcels free of charge at the theatre. This service is much appreciated as a great many who take advantage of the early afternoon and afternoon shows are women who combine a shopping trip with a pleasure excursion. Critics See Griffith Film at Airplane Preview (Special to the Herald-World) PORTLAND, Oct. 23.— "The Battle of the Sexes," which opened here at the United Artists theatre, was shown to a half-dozen of the dramatic critics on the local papers, at a preview staged in an airplane 3,000 feet up. E. L. Choate operated a DeVry projecting equipment for the National Theatre Supply Company. Irving Waterstreet, representative of United Artists, and Gerald R. Weaver, director of public relations for United Artists theatre, planned the aerial performance, which will not be soon forgotten by all concerned.