Exhibitors Herald World (Oct-Dec 1930)

October 4, 1930 EXHIBITORS HERALD-WORLD 47 This man pounded the pavements of Philadelphia with umbrella and suitcase hunting attention and he got lots of it for Paramount's "The Sap from Syracuse" at Stanley Warner's Earle theatre. Broadcasts Serials Of "The Big House'9 I. Wiensheink, manager of the Majestic theatre, LaSalle, 111., followed the same exploitation system as an exhibitor in Terre Haute, Ind., when he promoted a radio program for "The Big House." Each day, for three days, the story of the picture was given in serial form. Descriptions of the leading characters were also given, without giving the name of the character, however. Listeners were invited to send in correct names of the persons described. Winners received show admissions. In addition, Wiensheink arranged with a local radio distributor for use of its advertising truck for two days. Compo board was placed on the sides to represent prison bars. Behind these were cutout heads of Wallace Beery, Robert Montgomery and Chester Morris, leading players. Above the heads were signs reading : "Wanted ! For further information, call the Majestic theatre." Anti-Fire Organization To Adopt Talker Program Talking pictures are to be included in the educational campaign for fire prevention to be sponsored by the International Association of Fire Chiefs. This decision was reached at the association's recent convention in Winnipeg, Can. The fire prevention program is to cost approximately $100,000, it is said. Midnight Shoivs for the Heat Hot weather hit San Antonio two weeks ago and the Aztec theatre there fought off the high temperature opposition by running midnight matinees which jumped the box office to a neat figure. The Texas theatre at San Antonio recently had an exhibition of new model radios on its mezzanine through a tieup with Philco. A bit of exploitation by the Boyd, Stanley Warner house in Philadelphia, for "Big Boy," a Warner picture. Al Jolson rides race horses in the film and so these two promotion men turned jockeys, too, for the campaign. They found themselves a couple of "thoroughbred" nags, painted up some banners, and here they are. Mayor of The Dalles Proclaims 'Chaney Week9 for 'Unholy Three9 Tribute was paid to the late Lon Chaney in a special "Lon Chaney Week" promoted by Guy Matthews, manager of the Granada at The Dalles, Ore., with the cooperation of the city government. The tribute to the actor's memory proved to be a monument to a real monument in the line of box office records, too, for people nocked to the Granada who had not seen a show in many months. The picture shown during the week was Chaney's own "Unholy Three." Mayor A. W. Manchester gave impetus to the movement honoring the dead film star by issuing a proclamation declaring the "Lon Chaney Week." His statement was this : "Whereas, Lon Chaney, famed screen star, has passed into the great beyond, and whereas, the world mourns the loss of this beloved character whose exemplary life might serve as an inspiration to every American citizen, therefore I, A. W. Manchester, mayor of the city of The Dalles, Ore., do hereby proclaim 'Lon Chane}' Week.' " Several days in advance of the picture's opening, Manager Matthews tied up with a local daily for publication of a serial of Chaney's biography. A daily introduction appeared at the head of the serialized biography telling of the "Unholy Three" showing at the Granada. A former studio associate of Chaney in Hollywood chanced to visit The Dalles and wrote articles which appeared in the papers. key?" The device saves attendants a lot of time and trouble, for patrons are free to come and take their lost key without bothering the box office. Too Good to Be True — Almost Receipts have been doubled three times within a month at the Regent and Imperial houses, Ottawa, Ont., on successive showings of the three pictures, "All Quiet on the Western Front," "Song o' My Heart" and "Animal Crackers." At this alarming pace, it is feared the theatres will soon collapse from over-crowdi«g — maybe. Lost Your Key? Come and Get It at the "Key Board" In This Winnipeg Theatre It is no trick at all to find lost keys at the Capitol theatre, Winnipeg, since Walter Davis, manager, installed a "key board" in the lobby. The "key board" has hooks on which are placed all keys found in the house. Above it is a sign reading: "Have you lost your Gives Boys' Club Matinee M. K. Gable, manager of the Circle theatre, Indianapolis, recently gave a special morning matinee of "Animal Crackers" for 500 members of two boys' clubs in the city. $You are reading this little ad because the dollar sign caught your eye. It always works. By the same token "Building Theatre Patronage", Barry and Sargent's great book for showmen will catch business for you because it contains the patronage building ideas that always work 460 pages of money-making facts. (Only $5.20 mailed to your door) CHALMERS PUBLISHING CO. 516 Fifth Avenue, New York City