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

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April 12, 1930 EXHIBITORS HERALD-WORLD 61 A veteran of the projection room who knows his spools is Peyton Burkett, chief projectionist at the Fox Capital in Benton, III. Peyton hasn’t changed much, except in broadened experience, since this picture was taken 16 or 17 years ago. Anyhow, that’s our story and we’re stuck on it. Stop and Go Sign in Your Lobby Will Stop ’Em So They Go Inside A world of meaning can be put into an exploitation campaign by the simple expedient of placing a stop and go sign in the lobby. Take the case of “The Cohens and Kellys in Scotland” when it played the Alhambra theatre, Milwaukee, for a second week. Stunts carried on in connection with the campaign, as put on by Harry Glazer, were many and effective. A stop and go sign played an important role in the lobby display at the Alhambra in Milwaukee for the showing of Universal’s “ The Cohens and Kellys in Scotland.” More the Marrier; Nine Couples Agree To Be Wed on Stage Several days prior to showing “The Girl Said No” at the Fox Rialto in Tacoma, Manager Doug Kimberly asked for a couple to be married publicly just to show that “the girl said yes” instead of “no.” Instead of one girl to “Yes,”’ there were nine comely maidens who decided to take the step and be publicly married on the stage of Fox Rialto at the midnight matinee, and of course they persuaded their better halves to be to accompany them. There were wholesale weddings and also wholesale wedding gifts for the happy couples donated by merchants, with whom some splendid tie-ups were made. Even the churchmen said, “More the Marrier,” ad not only was business good for them, but the wedding bells even resounded into the box office, and another record was “hung up.” Heavy score for Manager Kimberly. Midnight Revels Win Favor into Fox Oakland The marked success of the Midnight Revels inaugurated at the Fox theatre, San Francisco, has led to the inauguration of similar shows at the Fox Oakland, in the suburban city of Oakland. These will be along the same lines as those in the parent city, starting at 11:30 on Saturday nights, with no change in admission prices and no seats reserved. There will be special acts, including the appearance of radio stars, arranged for by Manager Frank Newman, together with the regular feature, the Fanchon and Marco stage revue and short features. Food as Ticket Charge Wins Him Club’s Praise Akron’s poor are thanking Ray Brown, manager of the Strand theatre, for food recently distributed. Brown accepted food as admissions during the run of “Son of the Gods.” The idea was backed by the Federation of Women’s clubs and others, including the director of public safety, who plugged for the house over the radio, while the dailies kicked in with several columns of white space. A cooperative tieup was arranged with the Eastern Laundry for the distributing of 10,000 heralds in its bundles. Telegrams from Charlie Murray, George Sidney, Vera Gordon and Kate Price to Fred S. Meyer, managing director of the theatre, were mounted and displayed in the windows of 22 Western Union branches in the city. Sidney in Golf Plaids Cutouts from six sheets showing George Sidney in a Scotch costume and holding a golf club were mounted on beaver board and displayed in the windows of four of the leading athletic supply firms. In each instance the company supplied its own brand of golf club in connection with the display. A tieup was arranged with the Owl Drug Company, in connection with its sale of baby golf sets. Stills of Murray and Sidney in golf regalia, taken from various scenes of the picture, were displayed in the windows of the Owl Drug store. The Alhambra lobby was decked out in fine fashion. A replica of a large golf bag, together with a cutout of Murray and Sidney, was erected over the front entrance of the box office. Poster displays in the lobby were decked with plaid cloth to lend the Scotch atmosphere. Stop and Go with Variations The regulation stop and go sign, located in the center of the front entrance, attracted considerable attention. This sign flashed “stop” and “go” in red and green colors respectively. In connection with the green “go” signal the words “See the Cohens & Kellys” flashed on and off alternately. This feature of the lobby display was arranged through the efforts of Connie Woerdehoff, electrician, while the posters were painted by Larry McDaniel, staff artist at the theatre. A one-sheet frame was displayed at the Milwaukee Auditorium advertising the picture. The annual Home Show was in session at this time and the display here came in for plenty of viewing. It was placed in the Auditorium through the courtesy of J. C. Grieb, manager of the building. Girls Call Cohens and Kellys The theatre had three girls call up all the Cohens and Kellys listed in the phone book, telling them about the appearance of the picture at the theatre and inviting them to see it. Other members of the Alhambra staff who aided in putting the picture across were Mrs. Ann McDonough, who wrote and prepared the newspaper advertising for the picture; Roland Koutnik and Frank Day. Big Birthday Cake Is Cut For Fourth Anniversary Of State at New Orleans A special program, with considerable additional publicity, marked the fourth anniversary of Loew’s State theatre in New Orleans, with Rodney D. Toups, manager, and Ted R. Liuzza, press representative, providing an auspicious occasion. A large birthday cake was served, and the personnel of the theatre, as well as artists appearing in “Eton Days,” the vaudeville program, were in on the cake-cutting, as were city officials. He’s “Consulting Dialectician” NEW YORK — Wilfred Lucas, Australian motion picture actor and director, who lived for many years in Canada, and is an authority on the various Canadian dialects, has been engaged as “consulting dialectician” at First National studios.