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

60 EXHIBITORS HERALD-WORLD April 12, 1930 W THE THEATRE Little Cash but Lot of Work Gets Whole Town Into Ritzy Job of Putting Over Film IF this isn’t Nat Holt’s best exploitation effort, it is at least one of his best planned and most ambitious. Nat Holt is manager of the California theatre in San Francisco, and the exploitation effort in question is the campaign worked out in connection with the extended run of “Puttin’ on the Ritz.’’ In carrying out the campaign Holt had the able assistance of Bert Hanson, who since has been transferred to the Paramount theatre at Portland, Ore. The exploitation effort was one involving a comparatively small expenditure of cash but calling for a lot of planning and leg and chin work galore. Much of the success lay in the number and wide variety of business firms whose interest was aroused. The exterior of the house itself came in for special attention and on the marquise was mounted a figure of Harry Richman, with large head and small body, holding a silk hat. Two cutouts of the star also were mounted on the marquise, and loudspeakers were installed behind these, presenting song hits from the picture. Huge stars were fastened upon the Market and Fourth street sides of the building carrying the likeness of Richman. Shadow Box Skyline In the lobby there was a forty by sixtyinch colored photograph of the star, the door panels decorated with enlargements of flattering New York reviews. A shadow box carried a cutout of the blew York skyline, with a theatre front outlined in the foreground. One hundred special window cards were placed judiciously in downtown locations, as well as fifty cards in hat stores, these being in addition to the regular card billing. The Schwabacher-Frey Stationery Company cooperated by sending out envelope stuffers to its mailing list. The Palace hotel placed 2,000 notices of the show in guest rooms, had a display in its lobby and printed notices on its menu cards for the duration of the showing. Another large hotel posted a display card in its lobby with the suggestion, “Make your stay here more pleasant by seeing Harry Richman at the California Theatre.” Ushers Wear “Ritz” Badges Two weeks before the opening of the attraction all ushers, doormen and cashiers began wearing “Puttin’ on the Ritz” badges and dressing in a more attractive way. To give the downtown district a gala appearance, arrangements were made for putting flags on the trolley poles in the vicinity of THE CALIFORNIA harry richman IN -PUTTIN ON THE RITZ . au TALK The marquise of the California theatre in San Francisco for Harry Richman s United Artists picture, “Puttin’ on the Ritz.” the theatre, each bearing a snipe, “San Francisco ‘Puttin’ on the Ritz’ Week.” The radio also was brought into use in promoting the campaign, at no cost to the theatre. Lilyan Tashman came up from Hollywood for a personal appearance at the California theatre and the hotel at which she stayed broadcast this fact several times a day in connection with announcing its concert programs over the air. Installing Radios to Draw “Amos ’iT Andy” Fans Early (Special to the Herald-World) TOLEDO , April 8. — On account of light attendance before 7:30 p.m., neighborhood houses are installing radio receiving sets in the theatres in order that the patrons may hear broadcasts of Amos ’n Andy. Ritzy Garments in Windows Almost all the large department stores devoted special window displays to ritzy garments during “Puttin’ on the Ritz Week,” some tying up with a theatre for the first time. There were also special displays made by tailors, hatters, shoe dealers and others. Radio stations, hotels, dance orchestras and cafes received orchestrations of the hits of the show well in advance of the opening and the radio stations also got records and words and music. The Irving Berlin office cooperated in a wonderful way and got window tieups in all the local music stores and arranged for a display of pennants. A special preview was arranged for music store managers and the managers of radio stations to demonstrate the high value of the entertainment. Sheet music and records were sold in the lobby of the theatre, the records being handled by a music house. A last-minute tieup was effected with a cigaret manufacturer, and stickers were placed in hundreds of tobacco stands. A local shirt manufacturer, operating three large stores, also joined the list of boosters at the last minute. Junior Club Invited The News Junior Club, sponsored by the San Francisco News, received a bid to attend a morning matinee, this being the first time this organization had attended a party at the California theatre. Of course, this received a lot of publicity in the News. The climax of the campaign was reached when the San Francisco Chronicle brought out a three-page section devoted to “Puttin’ on the Ritz,” with advertisements of the firms which cooperated in making the event a noteworthy one. Eighteen concerns joined in this publicity effort, including a laundry, shoe dealer, stationer, department store, upholsterer, building maintenance organization, hotel, music publisher, radio dealer and film finishing house. Each received a writeup showing how it was interested in seeing people put on the ritz. Des Moines’ Metropolitan Premiere Is Great Stuff Des Moines enjoyed its first a la metropolitan premiere when “The Vagabond King” was presented at the Des Moines theatre amid radio announcements, pictures of the crowds and pictures of society entering the house in their evening clothes. Tickets were reserved for a dollar each. The affair was a big success and gave the show a real send-off. The Saturday crowds stood in long lines and filled the lobby to overflowing soon after the house opened.