Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

April 5, 1930 EXHIBITORS HERALD-WORLD 45 Sunday. One col. Monday. One col. Tuesday. One col. Wednesday. Two cols. Thursday. 21/ cols. Here’s Suggestion To Stop Confusion In Theatre Aisles Gabe Hausmann, a prominent New Orleans jeweler, and a lover of the theatre has an idea, which he desires given widespread publicity for the benefit of theatres and their patrons. Hausmann says: “I have just been giv-. ing consideration to a matter which might possibly be favorable to the moving picture houses and public, and would like to know what the moving picture and vaudeville houses think of my idea: As the people enter the show, wouldn’t it be a good idea for them to have the patrons take seats from the side entrances and let them exit from the center entrances? In this way, there would not be so much disturbance in passing in front of one another, and all would be benefited. It wouldn’t be long before the public would be agreeable to this new innovation. I think the patrons would be agreeable to move closer to the center of the house as seats are vacated, which are preferable.” Teaser Campaign Teases Only If You Have a Slambang Finale An effective piece of teaser advertising was worked out recently by the advertising staff of Fox Wisconsin Theatres, which is headed by James Keefe, for the purpose of exploiting Fox’s “The Sky Hawk,” which appeared at the circuit’s Wisconsin theatre in Milwaukee. The teaser campaign started in the Sunday papers the same week in which the picture was scheduled to open. The first advertisements, one column by 2 inches deep, merely carried the cut of a hawk with the word “coming.” Six of these ads were run in each of the Sunday papers on various pages and sections. The second advertisement, the same size and style as the first, appeared in the Monday papers and carried the additional wordage, “ ‘The Sky Hawk’ is coming.” These small ads were again scattered on various pages throughout the paper. On Tuesday the same sized ad and style ad was used, but the wording was changed to “ ‘The Sky Hawk’ is coming Friday.” On Wednesday evening the story was told in a two-column, inch ad, with the cut of a hawk again displayed prominently. Thursday morning’s advertisement, three columns by nine inches, carried more descriptive copy concerning the picture together with the stage show program and added features. As in all other advertisements, a cut of a hawk again was featured. “Keep the Good Work Going” Attention of members of the HOE Club! Sharpen a pencil and add these names to the personnel: Henry M. Rogers, manager. Harry E. Phelps, assistant manager. R & R Palace Theatre, Sweetwater, Texas. “We have been meaning to do this for some time and there we are,” write Rogers and Phelps. “We appreciate the exploitation ideas in the HERALD-WORLD and want to do our share in helping out. Enclosed you will find a slip with our names and under separate cover we are sending you a picture of our front and ushers on ‘The Song of the West.’ “We will try to send you pictures and ideas regularly on some of the stuff we are doing down here in the land of sunshine and longhorn steers. “Keep the good work going and if the rest of the exhibitors get as much out of the HOE as we do, there will be plenty doing to keep the patrons anxiously awaiting the next stunt.” In addition to the teaser advertising campaign, an airplane was piloted over the city on Friday night carrying the words, “The Sky Hawk,” in lighted letters. The plane attracted a great deal of attention as it was at an hour when many persons were on their way to the theatre and otherwise out on the streets. The Home Show was in session at the Milwaukee Auditorium and the flier made it his business to circle the Auditorium several times. The plane also made a tour of the residential district. “The Sky Hawk” received a very fine review in Milwaukee papers and enjoyed a good business. Members of the advertising staff of Fox Theatres who cooperated in the campaign were Benny Katz and Howard Herzog. Gets Out the Army To Usher Rex Lease Parade to City Hall When “Troopers Three” was booked into the Marion Davies theatre of William B. Wagnon in San Francisco, this resourceful exhibitor arranged for the personal appearance of Rex Lease and gave the film star a reception that must have warmed his heart. A parade was arranged and this made its way, headed by a military band, army trucks and soldiers, from the Ferry Building out Market street to the City Hall. Here the visiting picture star was presented with a key to the city by Edward Rainey, secretary to Mayor James Rolph, Jr., after which the parade was held during the busy afternoon period and was witnessed by thousands. Getting out the army, or even a part of it, is not the easy trick it once was, but it’s a great ballyhoo when it works. Amos and Andy on Radio in Lobby Gives Theatre New Angles Interest in Amos and Andy and similar serial types of radio entertainment can be seen in the lobbies of a good many local theatres, most any evening in the week. On the evening of March 22, there were probably sixty or more persons waiting in the lobby of Loew’s State, listening to Amos and Andy put on their skit about 10:30 at night.