Exhibitors Herald World (Oct-Dec 1929)

46 EXHIBITORS HERALD-WORLD October 5, 1929 The human billboard devised by Roger Ferri to exploit the opening of Fox's "Cockeyed World" at the Strand theatre, Milwaukee. Girls from the Fanchon & Marco presentation unit paraded along the top of the building, each carrying an illuminated letter, which when all put together spelled "Cockeyed World. Free Airplane Rides Boosts "Flying Fool" Picture in Nashville Plenty of air thrills were provided for lucky patrons who attended the showings of Pathe's "The Flying Fool," starring William Boyd, at the Belmont theatre in Nashville, Tennessee, through the free airplane rides offered in manager Denny B. Dixon's effective exploitation campaign. Through the cooperation of the Curtiss Flying Service at Nashville eighteen free 'plane rides were offered to the patrons writing the best statements of not more than 20 words on the superiority of the Belmont's talking equipment. Six rides were awarded each day of the three-day engagement. Articles were sent direct to the theatre. Lieutenants Joseph H. Douglas and Harry H. Jones of the Curtiss Service took personal charge of flying arrangements. Dixon secured three-column-cuts in truNashville Banner and in the Tennessean showing his theatre front with "The Flying Fool" billing and a Curtiss 'plane. In all his newspaper advertising, over fifty inches of free publicity was secured. Dixon featured the eighteen free airplane rides in bold display type at the top of his two column newspaper ads. The rides were also advertised on thousands of the heralds provided by Pathe as accessories on this William Boyd starring production. Publishing Company Will Issue Book on W B's Film The publishing firm of Efrus & Bennett will issue a full length novel based upon Warner Brothers Vitaphone production, "Is Everybody Happy?" starring Ted Lewis. Eleanor Carey is the author of the book, the text of which will also be used by Warners for their serial service to four hundred newspapers. It will appear in these papers beginning November 1. Favorite Star Photograph Stunt Clicks in Canada With the cooperation of ten local merchants, Manager Knevels of the Capitol theatre, Hamilton, Ontario, is conducting a new form of "Favorite Movie Star Photograph" stunt. Every adult patron on Mon day and Friday nights receives a coupon which entitles the holder to one of 16 colored portraits on application to any of the merchants who cooperate with the theatre in the full page advertising in the newspapers. It gets the people to the theatre on "off nights" and the arrangement also serves to get the people into the stores. "Scotchman's Matinee" Brings Added Patronage For Kansas City Manager After several months of trying out the plan, H. A. Jones of Plaza theatre, Kansas City, is convinced that his "Scotchman's Matinee," which he has advertised widely, brings added patronage to his theatre. Trie "Scotchman's Matinee," as it is advertised in newspapers, consists of the-regular picture and a first run pre-view of the ensuingpicture each Saturday night. OKAY! R KG IET S GO/ 4 The Fox Broadway Theatre welcomes its newest friend . • . the R. K, O. Orpheum . . . to Portland . . . we feel that there is, indeed . . . room in Portland for both of us . . . We of the Pacific Coast are ambitious for our own products . . . we know that you have heard of Pendleton's Round-up . . . of Hood River apples . . . of Salem's cherries . . . of Bedford's pears . . . of .Port Orford cedar . . . of the thousands and one products of this charmed land . . . We repeat . . . welcome to this charmed land ... and we say, Give the best you have . . . for among our own Pacific Coast products of which Portland is proud . . . are the stage shows produced by the West's great producers . . . Fanchon & Marco. Competition — forgive us the platitude . . . i s the life of trade . . . Wherefore we welcome you to Portland, and in all sincerity with you good luck ... The above is part of a newspaper advertisement of the Fox West Coast Theatres in Portland and is devoted to the welcoming of R K O, a competitive company, to that city. Read it carefully, it is an unusual piece of copy. Human Billboards On 'Cockeyed World' In Dallas, Milwaukee {Continued from preceding page) from the center. The Majestic offered eight complete shows a day which includes a midnight show every night during the week's run. Thoma can never be satisfied unless he is breaking records, which reputation he made with R K O, and his start as manager of the Majestic, Dallas, has been more than successful. Ferri Puts It Over The front of the Strand theatre building in Milwaukee is only two stories in height and Ferri arranged for the girls from the Fanchon & Marco unit, playing at the Wisconsin theatre, to parade around the top of the building the opening night of the picture. Each carried a huge illuminated letter and when all letters put together the words "Cockeyed World" were spelled. The girls stayed close to the edge of the building and could easily be seen from the street. The complete display was lighted by spots and flood lights. This living sign was advertised in advance through the newspapers and nearly all the populace of Milwaukee turned out for the event. The street was jammed and traffic was stopped. Those who were unable to buy tickets for the show remained in the street to watch the display. When "The Cockeyed World" played at the Interstate's Majestic theatre in Fort Worth, Frank O. Starz, director of publicity and advertising is to be commended on his unusual good newspaper copy, used to exploit the picture. The picture played to 23,000 persons in four days and established a record for reciepts in that city. Midnight Frolic Show And Dancing in Lobby Goes Big in South Bend The Granada theatre in South Bend has inaugurated what promises to be a business getter. Under the name of "Midnight Frolic," midnight performances are proving" very popular. Starting at 11 o'clock and continuing until 11:45 dancing in the lobby is permitted with music furnished by an orchestra after which the performance is started with a stage show in the nature of a studio revue. After the stage show a preview of the coming feature picture is given. The stage show is broadcasted over a local radio station. Brooklyn Manager Wins Fox Thrift Book Drive The first prize in the Fox Thrift Book drive conducted by the Fox theatres has been captured by Harry Moore, manager of the Fox Savoy theatre, Brooklyn. Besides the honor of taking first place, there was a cash award of $50, generously divided by Moore among the staff which helped to put over the sales. Second prize of $35 went to the Fox theatre in Brooklyn, managed by H. J. Rice, and third prize was taken by managing director Morton Green of the Fox Crotona in the Bronx. This intensive campaign on the Fox Thrift Books ran for a month and a half ending on September 15. The sale of the books from the Fox box-offices, will of course, continue.