Exhibitors Herald World (Oct-Dec 1930)

26 EXHIBITORS HERALD-WORLD October 11, 1930 Record Tieups on Amos 'n' Andy; Opens Oct. 24 in 300 Theatres 200,000 Windows to Boost Radio Pictures Film — Fan Letters Bring Premiere of Premieres — Stars on NBC Hookup (Special to the Herald-World) NEW YORK, Oct. 9. — Rapid gross returns on Radio Pictures' Amos 'n' And)^ feature, "Check and Double Check," are assured the producing company as a result of the planned opening of the film in more than 300 theatres the week of October 24. By reason of these simultaneous showings in houses from coast to coast it is believed that subsequent run situations will benefit through earlier bookings than is usual in their case. In thus getting early play dates on this feature for which elaborate tieups have been planned, the small exhibitor is enabled to show it while it is still fresh from first run performances. Radio officials have declared that their decision to have a countrywide premiere was based on numerous letters received from the radio audience of Amos 'n' Andy demanding the opportunity to see the blackface pair as soon as the New York public. It was originally planned to show an exclusive premiere on the picture here. The radio and the press will be utilized to the fullest extent in what company executives claim to be one of the most ambitious publicity and advertising campaigns yet launched by any motion picture company. Large space in the leading dailies of the country will feature a newspaper campaign to be conducted on nationwide scale. A coast to coast radio broadcast over the entire NBC "Red Network" on the RKO hour, October 24, will start the publicity on its way. Amos 'n' Andy will be heard during the hour as well as Duke Ellington's Cotton Club Orchestra. Display advertising is planned to publicise the broadcast. A merchandising; campaign, in which over 200,000 windows will be made available to exhibitors, will follow immediately. Pepsodent, which has agreed to loan the two stars for the opening broadcast, and which has some 100,000 accounts throughout the country is providing tieup possibilities of which Radio is making the fullest advantage. The Williamson Candy company manufacturers of the Amos 'n' Andy candy bar, are confining their selling efforts to this particular item. Salesmen have been instructed to book displays in cooperation with the local theatres at the same time they complete their sales. Another manufacturer tieup is that with the Marx Toy company, whose product is sold in many large department stores, and who are distributing display material which ties up closely with the show. This is in addition to the material now stocked in all RKO exchanges. Further arrangements have been completed with T. B. Harms, Inc., Victor and RCA Radiola. Harms plan a radio campaign extending over a period of four weeks together with a concentrated drive on the sale of sheet music during the run of the picture. Victor is releasing material for display in connection with the Amos 'n' Andy and Duke Ellington records, and requesting all Victor, Victrola and Radiola dealers to provide whatever cooperation possible while the feature is being shown. This arrangement is understood to offer tieup possibilities in some 20,000 excellent display situations throughout the country. yy Cardinal Hayes Deplores "Low Morals of Stage" Calls Legit "Reeking (Special to the Herald-World) NEW YORK, Oct. 9.— Cardinal Hayes, in an address before the Guild of Catholic Lawyers here, deplored the present low moral standards of the stage. He declared that the stage is "reeking with filth, and there seems to be no power in the City of New York to stop it." Suspect in California Stench Bombings Held (Special to the Herald-World) SAN JOSE, CAL., Oct. 9.— A man giving the name of Jack Sutton was arrested here and turned over to San Francisco police after he was allegedly caught in the act of opening a package of stench bombs in a theatre here. Sutton is said to have confessed to exploding two bombs in other theatres. Two Tacoma Suburban Houses Bombed After Cutting Down to One Operator (Special to the Herald-World) TACOMA, Oct. 9. — Police are attempting to determine the perpetrators of a bombing which partially demolished one theatre and slightly damaged another here. Both houses had been involved in disputes with operators unions and were using only one operator each. The front of the Community theatre, owned by J. R. Porter, was blown out and the interior damaged by flying debris. A bundle of dynamite had been placed in the box office, it is believed. The projection room and machines were almost completely destroyed. The explosion occurred in the early morning hours and no injuries are reported. At the Sunset theatre, dynamite tore a hole in the roof. Managers of the Community and Sunset, together with nine other suburban managers in the city and a number in Seattle, Everett, Bellingham and other Washington cities, have been employing only one operator instead of two. Economic conditions forced them to do this, they said. The police department has been appealed to for protection and all suburban houses have redoubled their guards. "CHIC" CHATS NEW YORK. APPARENTLY some one at least must • read this column, because the following epistle arrived in the mail a few days back. Not only arrived, but was expensively decorated with an air mail stamp. It came all the way from Tiffin, Ohio. Dear "Chic": Regarding your "Chats" of September 27. The reason foreigners ivill pay more at a picture house with less hesitation than the average American, is that they can forget the money they could earn during the time the entertainment consumes. Best wishes, Bernard A. Ornlor. Much as we appreciate the letter from Mr. Ornlor, we cannot wholly agree with his expressed belief. People go to motion picture theatres primarily to be carried outside their usual, and generally monotonous routine. The real reason for the hesitation at large admission prices, inspiration has just whispered to us, is to enable the patron of the motion picture house to return there so much sooner if the price is low. The sooner he does return, the happier everybody in this particular industry will be, and we are not taking any credit for that brilliant thought. AAA One of the New York tabloids recently ran a series of answers to a question posed to various people by the inquiring photographer. The question was : "Which would you rather do, attend the movies or play Tom Thumb golf?" Six people were asked, among them being a stenographer and a telephone operator (feminine), three salesmen and an assistant manager (of what, we do not know). The telephone operator prefers to play Tom Thumb golf because she says she finds it fascinating. The stenog would rather attend the motion pictures as she finds golf always the same, while the pictures differ at every performance. This same reaction is recorded by one of the salesmen. A second claims that the miniature golf "fad" is diverting occasionally, but can never "satisfy so generally as do the movies." Another: "I never get tired of seeing a good movie performance." The last cannot be taken too seriously in the vote counting because of prejudice. He said he would rather play Tom Thumb golf as a rule, but after taking 25 strokes to sink the ball in a recent game, he decided that he prefers the motion pictures. Of the half-dozen, then, we find only one with a definite preference for golf over movies, one doubtful and four very much in favor of screen entertainment. The moral or conclusion which may be drawn from this little story, we present as follows: Tom Thumb golf may come and go, but the motion picture goes on forever! Anyway, winter will be here soon. — "CHIC" AARONSON. Fire Damages 4 Houses In San Francisco Area (Special to the Herald-World) SAN FRANCISCO, Oct. 9.— Four theatres in this section have suffered heavy fire damages in the last few days. The West Portal theatre in this city has been forced to close for rebuilding of the interior and installation of new equipment as the result of a blaze. The Premier house in Los Gato has been similarly damaged and will be closed for several weeks, pending repairs. The Gerber theatre, Gerber, Cal., was burned last week and the projection room of the Rose theatre in Santa Rosa has been damaged by fire.