Motion Picture News (Apr - Jun 1928)

2188 Motion Picture News Better hustle your application in for the ' ' Club, ' ' Maxfield, because you deserve it. Beating the Opposition One of the fastest thinking stunts we heard of in recent years was engineered not long ago in a town up here in New England. The opposition house, to ballyhoo a big vaudeville attraction, had advertised the arrival of the east in airplanes for Sunday afternoon, a day before the opening of the act. Much comment was created and the advance-man for the act had the idea sold all over the county. Everyone was talking about it and it bid fair to be a great success. The "other" theatre knew this would make tough competition and as they had an expensive show coming in themselves, something had to be done. And here is what happened: They engaged an airplane with a wellknown parachute jumper to arrive at the same time as the other planes, and as thousands of spectators looked on at the circling planes there appeared a small, strange "ship" out of the skies. A man was seen to leave the cock-pit and walk along the wing of the plane and as it neared the center of the field he jumped. After falling about 500 feet he released his parachute and when this was opened he unrolled a large banner reading — "The Theatre always Leads." The cheers that went up from the crowds showed that they all entered into the spirit of the joke on the other house and the parachute jumper was surrounded as soon as he reached the ground. Just how much good this stunt did for business no one can figure. It may, or may not, have meant anything at the box-office, but it did excite plenty of talk and showed that the battle between the two houses was bringing plenty of action. "Stunts" like this, of course, cannot be recommended for every day in the week, but for some particular occasion, and if the parachute jumper is available, it would certainly attract plenty of attention to anybody's theatre. At the present time electric refrigerators are all the rage and the competition among the different manufacturers happens to be very keen. Why not avail yourself of this idea: Tieup with a local dealer to furnish two or three of these refrigerators with a large capacity of ice cubes. Place them in a conspicuous part of your lobby and serve ice water or lemonade to your patrons with a cube of ice in each cup or glass. The expense involved in this suggestion is surprisingly small and it is bound to create talk among the movie fans about your theatre. Placing the name of the refrigerator and the local dealer alongside of the machines will more than satisfy them and they may even give you a window display in their own showrooms announcing the fact that their machines are being used in conjunction with the theatre on the tie-up. We have just arranged a plan and had no trouble at all in selling the idea. Brother members, do me a favor and try this, will you? And if it works out don't forget your pledge: to tell us all about it. A Cool Tip for Hot Weather MANAGER'S ROUND TABLE CLUB Is the Talk of the Entire Industry THERE'S A REASON Come on exhibitors — Get your application into the mail box right away because every one of you belong in this CLUB. And don't forget our slogan: "USE THE NEWS" and how. Plenty of ways if you keep your eyes on the CLUB. Every progressive manager should know of the various changes constantly occurring in the projection and equipment field and by looking through the NEWS each week you will always be kept informed of what is new on the market and whether it holds any value to you or your theatre. Try this for a few weeks and you will soon begin to feel that you "know what it's all about" when your operator, or projectionist (some are entitled to the name) comes to you for advice and information. Here's the application — fill it out right away and send it to me (with a photo of yourself) care of Motion Picture News, 729 7th Ave., N. Y. C. Charles E. Lewis Chairman. APPLICATION FOR MEMBERSHIP IN "MANAGER'S ROUND TABLE CLUB" I hereby apply for membership in the club and promise to send in, for publication, a complete description of every successful advertising campaign or exploitation that I put across. Name Address Policy Theatre Capacity City State Honorary Chairman Chairman Wm. A. Johnston Charles E. Lewis