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October 27, 1928
EXHIBITORS HERALD and MOVING PICTURE WORLD
51
Bring Publicity Problems to
A MP A, Says George Harvey
Close cooperation of the A M P A with the Motion Picture Theatre Owners of America was pledged by George Harvey, president of advertising men's association in New York, in an address before the exhibitors at their Toronto convention. Harvey invited the exhibitors' organization to send a committee to New York at any time and promised that the association would be glad to compile a group of suggestions for the use of the exhibitors in obtaining the highest possible return at the box office on productions.
"Publicity now consists of more than the passing out of a one-sheet," Harv ey declared. "Now it takes in every form of contact with your public. The American Telephone and Telegraph Company does not have to advertise to sell telephones, but it does realize the value of constant contact with the public.
"The theatre owner is selling himself to the public. I don't believe there is a person in this room who hasn't experienced the sensation of meeting a cold, fishy-eyed ticket seller who'll sell you a ticket in the balcony for $6.60 without batting an eye. The ticket seller is a part of the exploitation and publicity of the theatre as well as the advertising. Exploitation is a combination of advertising, publicity and all the other things necessary to get the greatest value out of a thing.
"Any time you wish to appoint a committee to come down to see us at the AMP A, we'll be glad to work out with you a list of advertising and exploitation suggestions to help sell your pictures."
Parties Attracted To Kunsky Houses By Booking Idea
(Special to the Herald-World)
DETROIT, Oct. 23.— Through a new booking arrangement, the downtown houses operated by the John H. Kunsky organization are getting special theatre parties each week. All kinds of business, social and fraternal organizations now are booking theatre parties for special occasions.
The Kunsky circuit has found the idea so profitable, that a young woman has been engaged to make all the necessary arrangements and round up the different parties. One such party, for instance, was at the State theatre, where "Uncle Tom's Cabin" was showing. The theatre designated the performance as G. A. R. night with the members of the local chapter of the Civil War veterans attending the showing as guests of the Woman's Relief Corps Ladies of the G. A. R., Daughters of Veterans, Daughters of the G. A. R. and Dames of the Loyal Legion.
for membership a player must be a subscriber to the paper and must bring proof of having made a hole in one on a golf course in Greater San Francisco to the sporting editor of the paper. The theatre offers complimentary tickets to its show to those who win membership in the club. It declared in its initial announcement that it calls a "Hole In One" when it announces Al Jolson in "The Singing Fool."
Radio Quartets in "Uncle Tom" Drive; Other Ideas Work
Competition of radio quartets in singing old plantation melodies publicized the run of "Uncle Tom's Cabin" at the Allen theatre, Akron, Ohio. Exploiter A. J. Sharick enlisted the cooperation of WADC in the competition. The radio fans were to send in their votes and the winning quartet gave an "Uncle Tom's Cabin" four nights later. That the contest was popular is testified to by the fact that 3,600 votes were sent in.
For the showing at the Palm theatre in Pueblo, a special train was run by the D. & R. G. W. railroad to bring hundreds of upper Arkansas valley residents to the picture. The train left Salida at 8:30 a. m. on Sunday, stopping at intervening towns and arriving in Pueblo at noon. The round trip included admission at the Palm and stop-over privileges of one day.
This excellent exploitation idea can be used by exhibitors in towns with intensive outlying districts. The special train should be conspicuously placarded to give both the railroad and the theatre a good break.
All the misses in Akron, Ohio, who have "Little Eva" curls were guests at the showing of "Uncle Tom's Cabin" at the Allen theatre. Allen T. Simmons, manager, and A. J. Sharick, Universal exploiter, issued this invitation.
This Star Guessing
Contest Is Winner
Overprint Issue Helps to Exploit U's Press Picture
Two thousand copies of the regular issue of the evening Williamsport (Pa.) Sun were overprinted for Universal's "The Freedom of the Press" as follows by Bob Wood, exploiter:
BIG GRAFT EXPOSED PARK THEATRE II o n day — TuesdayWednesday
SEE
"FREEDOM OF THE PRESS" Starring Lewis Stone and Marceline Day LIFTS LID OFF— Gunmen, Crooked Politics and Stands for Fearless, Clean Journalism DON'T FAIL TO SEE IT! POPULAR PRICES The overprint was in bright letters and completely covered the front page of the newspaper. The papers were bought, given gratis to the newsboys and sold by them in the principal street.
Fan-Bringing Drive To Benefit Patrons Of Is is, Kokomo
(Special to the Herald-World)
KOKOMO, IND., Oct. 23.— Eighteen hundred dollars in prizes, all of them merchandise, together with an automobile to head the list, are announced by the Isis theatre here in a contest starting at once. This is the manner in which the theatre is celebrating Greater Movie Season and Sam Neall, manager, is expecting the contest to stimulate larger attendance because patrons will be enlisted to see that everyone possible goes to the Isis.
The one obtaining the larerest number of patrons will be a happy fan, for he will receive the automobile. For the second prize, a trip to Hollywood has been arranged, or $400 in currency. The third prize is a $157 radio or $100 in cash. The fourth prize is a $110 radio or $50 in cash. In addition there are other prizes, bringing the total to $1,800.
A nomination blank is being used in the newspapers. These are clipped and mailed to the theatre.
Navy Department Helps to Put Over Pathe 9s "Annapolis 99
(Special to the Herald-World)
NEW YORK, Oct. 23.— The Navy Department is cooperating with Pathe in an extensive campaign to aid all theatre owners showing "Annapolis." Thousands of posters are being posted on the Navy's A boards at Navy recruiting stations, naval stations and the naval attaches in the embassies of foreign countries are assisting. Captain F. H. Poteet, in charge of all navy recruiting stations at Washington, has instructed officers to lend a hand.
Hole-in-One Club
Begun by Theatre
(Special to the Herald-World)
SAN FRANCISCO, Oct. 23.— The Embassy theatre is co-operating with a local morning paper in the organization of a Hole-In-One Club and is using space in the advertising which appears on the sporting page once a week. In order to be eligible
(Special to the Herald-World)
PORTLAND, ORE., Oct. 23.— Reports from all Pacific Northwest cities indicate that the Star Guessing Contest being held in all West Coast Houses is going ahead smoothly, yielding box office returns at all points. Newspapers everywhere are giving full co-operation.
Portland, Seattle, Yakima, Wenatchee, Bellingham, Tacoma and many smaller cities are increasing receipts directly as a result of the contest
"If He Is An EXHIBITOR. He Is A Reader Of The HERALD-WORLD"