Exhibitors Herald World (Jan-Mar 1929)

58 EXHIBITORS HERALD-WORLD March 50, 1929 William Fox 'Presents HEARTS DIXIE HEARTS DIXlE Two exceptionally attractive ad layouts which recently won special commendation from Fox-West Coast are these by Frank Whitbeck, director of advertising. They were used on the opening day and day following which Fox' "Hearts in Dixie" played the United Artists in Los Angeles. Note to Principals And Essay Contest Aid "Uncle Tom "Film One week before the showing of "Uncle Tom's Cabin" at Keith's Central theatre, manager J. R. Le Strange communicated by letter with the principals of the 20 nearest grammar and high schools, laying stress on the fact that the picture was built around the "History of the Civil War," would enhance children's history problems and would fully explain Harriet Beecher Stowe's novel. Le Strange also enclosed passes for, teachers so that they could accompany their classes and offered prizes for the leading essays on the picture. Matinees were crowded with school children who went home and "sold" the picture to the grown folks. The general result was — capacity business matinees and evenings. Numerous requests by patrons are daily reaching the Central theatre and another showing is planned to accommodate those not at the first showing. Uses Small Flasks to Put Over "Night Club" Small flasks, containing coffee, were distributed to patrons of all the prominent restaurants by the Lyric theatre Minneapolis, to advertise "Night Club." Each carried a card which advertised the picture. ToRetain Good Will Give Good Service, Harry Wren Urges The theatre in a metropolitan city has a very important service to render patrons, provided it desires to retain a great deal of good will, according to Harry Wren, house manager of the Alhambra theatre. This service is "personal service." "Personal service means a great deal nowadays," declared Wren. "We here at the Alhambra have been working for years to make the theatre just as pleasant a place as possible for patrons to attend. I think our reputation along those lines right now is the best in this section of the country. For instance our ushers are instructed to lend every possible assistance to patrons. In our theatre it is not infrequent to see our ushers helping people on with their coats, etc. Yet, I notice that this practice is not followed in many large theatres." Letters to Hotel Guests Push "Doctors Secret" Jack Chalman, publicity director of the Metropolitan, Houston's Publix de luxe house, used press sheet idea to a good advantage on "The Doctor's Secret." Letters were mimeographed, signed by Emil Bernstecker the manager, to be placed in the boxes of all hotels. Nearly Every Idea Is Combined in One Big Drive for This Film Exploitation that smacks of energy and thoroughness, not to mention ideas, was that of Carroll Langue, manager of Warner's Metropolitan theatre in Baltimore, for Gotham's "Times Square." A tie-up was effected with one of the leading newspapers and that started a long list of tie-ups and stunts which — well, let Langue tell you all about it himself. He writes to this department: "First, I got in touch with the Baltimore Post and suggested that I would run a special showing for the newsboys, who numbered about 1,200. The Post liked the idea and arranged a party for the boys, which was followed by a jjarade through the town, accompanied by a brass band and banners describing the event, playing it up big — and with plenty of advance notices. I was host to the assemblage— and was successful in lining up several of the candy shops, all of whom contributed enough merchandise to the house to make each kiddie a present of a box of candy. "In conjunction with this, I made a hook-up with the local flying field, which furnished a plane and took up the Gotham exploiteer, Mike Simmons, who — from a spot 3,000 feet in the air — deluged the town with heralds, announcing that 'Times Square' had come to Baltimore. I then got several 5 and 10 cent stores and a few radio and victrola shops to give full window displays. Also got the local radio station, in connection with the Post idea, to broadcast four times. This line of action, together with a poster campaign consisting of 22 twenty-four sheets, 65 threesheets, 100 one-sheet, 40,000 heralds and 350 window cards, resulted in the expected reward of a smashing box office at the opening. "Oh! yes! not to forget that at the most popular night club in town we succeeded in prevailing upon the management to run a celebrity night, in which the idea was to bring 'Times Square' to Baltimore, and this embodied inviting all the actors of the different shows that played the town that week, and who were ostensibly from New York, meeting in a body as a sort of 'Times Square' get-together. "This gives you a slight idea of the excitement occasioned in town and of the showmanship which gilded the scene." Tie-Up with Yellow Cab Puts Over "Two Lovers" (Special to the Herald-World) RACINE, WIS., March 26.— Robert C. Wood, manager of the Venetian theatre of this city, recently staged a clever tie-up in connection with the showing of "Two Lovers," starring Ronald Colman and Vilma Banky. The tie-up was made with the Yellow Cab Company of this city, and each taxi carried a tire cover on its spare with the words, " 'Two Lovers' Use a Yellow," and notifying the public where they could see the picture. This stunt made a big hit and pulled in considerable extra business for the house. Frank Dau, who was connected with several of Fox' downtown houses in Milwaukee for several years, has been named assistant to Wood at the Venetian, which is operated by the Milwaukee Theatre Circuit, Inc. Ties Up with Navy G. R. O'Neill of the Pathe advertising and publicity department put over a most effective tieup with the navy, when "Annapolis" played the Hippodrome, New York City. A navy night was arranged and many ranking officers were guests of honor and escorted to the theatre with a band.