The film daily year book of motion pictures (1938)

ffl L ^) B B I Ej S ^ The Lobby is your permanent show window and your greatest advertising asset. The best effects are produced with a few pieces of printed material. Overcrowd — ^ ing is fatal. The main object is to quickly and strikingly get over the atmosphere and entertainment value of your feature. Animations Animating posters is an old stunf, but falling into disuse in many spots because the sign room is not kept up on its toes. Even a figure that raises its hat or makes a bow will get notice. One good animation can be secured with poster in which one character slugs another. A practical arm can be rigged up and given motive power. The area of Ihe poster in the vicinity of the impact of the blow struck by the player, can be made translucent through waxing, then blacked out save for zig-zag flashes similar to those used in comic strips to indicate a punch. The same motive power that moves the arm makes contact with an electric bulb back of the poster for a fraction of a second, with the result that a vivid flash accompanies the blow. The same mechanical rig can be used on another poster in which a red light in back causes a girl to blush violently when the animated man kisses her. The light can be used as well for pistol flashes and similar effects. Lohhy Television Capitalization on public interest in television development can be made very impressive. Television equipment may possibly be borrowed, with a competent expert to explain latest developments. One manager in a big city had a broadcasting unit set up in his lobby, while the glare of photo flood lamps drew the crowd. On opposite side of lobby a television receiving set was placed in a miniature theater where customers saw and heard broadcasts being made from transmitter. The television expert did the broadcasting, and explained briefly advances made in sight transmission. Twin Barrels Where two good films appear on a dual bill, this stunt will attract attention. Two barrels are painted black, and illuminated inside to display the ads on the coming attractions. A sign above the barrels states: "A DoubleBarreled Program." Funny Photos One of the most successful stunts ihat a small house can use for comedy effect. Prizes are offered for the most absurd portraits or poses made by amateurs. The best photos are used over a period of weeks, several of them being used as lantern slides at every change of bill. At the end of the contest, the ten best are thrown on the screen and an audience vote taken. The submissions not put on slides are shown in lobby frames. You will find a big proportion of the town filing into your lobby to look over the displays and get a laugh at the funny poses of people they know. Cost of making ihe slides is small. Local ArtisVs Gallery Periodical displays can be made of the work of local painters. This is a big attraction with the art crowd, and you'll be surprised how many people are interested in original work. The display can be tied in with some local art school. Novelty Frames Dig an old set of frames out of the stock room. Have them painted to match the general color scheme of the theater lounge. Make a list of the stars in the companies whose product you have booked. One frame is dedicated to each of the more prominent players, with the name neatly lettered and a photograph centered. The surrounding space is left for chat about the particular player. The items are taken from the fan magazines, also Variety, which always carries live, up-to-theminute chatty items about the players. One of the girl ushers does the clipping in her spare time. Items are mounted on light cardboard, and thumbtacked to the frame, which is backed by soft pine, and covered with glass. This stunt gives the fans a chance to follow their favorites closely. In the center of the frame is a tablet announcing the player's coming pictures, with dates added as soon as soon as they become known. Old items are replaced by newer ones, after the frame is filled, the guide being dated credit to the paper from which the item is clipped. When an item mentions two or more players, a neatly typewritten card repeats the item for the other frames. This Bulletin board of Stars does not require more than three or four hours' work each week. 855