Motion Picture News (Apr - Jun 1928)

June 3 0, 1928 Exhibitors Service Bureau Stresses "Ramona" Song Hendricks Capitalizes on Popularity of Tune in Campaign for America Theatre WILLIAM L. HKXDRICKS, resident general manager for the Southwestern New York Theatres Corporation in East Liverpool, Ohio, reports to this department the details and results of a thorough-going campaign staged for "Ramona" at the America theatre in East Liverpool. Hendricks turned his heaviest guns on a tie-up with the popular song of the same title and as a result obtained a brand of publicity that proved highly effective as a business builder for the showing of the picture. In the effort to get the most possible out of the song as a tie-up factor, Hendricks provided several means of presenting the tune to the people of East Liverpool. One of the most ingenious stunts in this direction was an up-to-date adaptation of an idea that has been used in the past only in connection with a military type of story (by having a bugler play various calls from his station atop the marquee of the theatre). This stunt was effectively used for "Ramona "by having a trumpeter, stationed on the roof of a prominent downtown building, play the song "Ramona." At the conclusion of this rendition of the tune, the trumpeter would unroll a banner bearing the title of the picture — one letter below the other — and the line "America, Now." This stunt attracted a great deal of attention to the America's attraction. The song was also played in the lobby of the theatre. A Panatrope, supplied by a local dealer, was used to play the record of the song in the lobby. Every confectionery, soda fountain, sandwich shoppe, etc., played up a Ramona Sundae, the same advertising bearing an ad for the picture at the America. Tie-ups for windows were also arranged with every Jewelry store in town. Several candy stores Avere also tied up on "Dolores" Candies. Every music store in town featured an elaborate window. Banners and cutouts were used. Street car dashes were secured. Music stores advertised strongly in newspapers the number "Ramona." Several book stores devoted windows to the book. This exploitation was used in addition, of course, to the usual newsfpaper, herald, posting and mail advertising. Also, the America presented the song film for one week in advance of the showing. Both organ and orchestra participated in presenting the song in connection with the "Ramona" advance trailer. Co-features Local "Gang" and "Our Gang" on Special Bill AN interesting novelty program in which a short comedy and a local "Gang" of entertainers were the features recently was put on with exceptionally gratifying results by the Rex Theatre in Spartansburg, S. C. The features of the bill were an "Our Gang" comedy on the screen and a stage show put on by " Red Dobson ' ' and "his gang" of the Spartansburg high school. The program was so richly spiced with a popular local angle that the management of the house found its publicity and exploitation practically written and done by local newspapers and the high school students. The entertainment scored a popular success as an all comedy bill and an exhibition of the talent in Holly wood's comedy studios and the local institutions of learning. The effect of the bill may be judged by the following quotations from an article reviewing the show in the Spartansburg Herald : " 'Red Dobson' and 'his gang' and Hal Roach's 'Our Gang' were rivals in an unusually fine program presented at the Rex Theatre last night. The first 'gang' was composed of members of the Spartansburg high school tumbling team, who tumbled aiid leaped and jumped and did everything else imaginable on mats for the audience. Nor was the audience unreciprocating, as it was plainly shown Mr. Dobson and his 'gang' by much applause it had fallen for them." New Angle on Resemblance Contest in Cleveland William Haynes, manager of the Allen theatre last week completed a "resemblance contest" to exploit "Telling the World" and to acquaint his patrons with Anita Page, the new screen star who supports William Haines in this picture. Manager Haynes announced that Anita Page never photos twice alike. And every day there appeared in the newspaper a different picture of the star. Stressing the fact that Miss Page has such a versatile face, he stated in the contest announcements, that Cleveland must have many girls that resemble her in her various expressions. So hundreds of girls, no two of whom resemble each other, have submitted their photographs, as resembling Miss Page. Haynes threw the contest open to a wide circle when he stated that the screen star never looked twice alike. It was a new angle to the "resemblance contest" and the results were gratifying. The winner received a cash prize of $100. Showmanship A/f ANAGER ROY L. SMART of the 1*1 Florida theatre, St. Petersburg — whose showmanship, by the way, is as consistently smart as the name borne by this live-wire manager — evolved an ingenious ballyhoo for his exploitation on "The Smart Set." At the great cost of a mere $5 bill he obtained three horses for an entire afternoon. Two of the animals were saddled and were ridden by young men in polo outfits. The third pony wore a white blanket on the sides of which were the following lines: "William Haines' Polo Ponies — Now Playing at the Florida." THAT the state-wide Harmonica Playing Contest, now running in Texas, will prove out as the greatest exploitation for one group of two-reel comedies ever staged in that state, is assured, according to reports from Educational's exchange managers, who have been active in making the giant campaign a success. The contest started in April with local contests in numerous cities and towns. The finals are to be held in Dallas. Three of the largest chains in the state — Dent Theatres, Jefferson Amusement Co., and R. & R. Theatres — are co-operating in conducting the contests to name representatives, to go to the Dallas finals. TV/f ANAGER T. Y. WALKER, of the Xoblc 1*1 theatre, Anniston, Ala., accomplished some excellent "goodwill" building and sent his shozving of "The Drag Net" off to a flying start by entertaining the entire police force of Anniston with a special showing and a breakfast following the show. The police paraded to the theatre headed by the Mayor and the Chief of. the department. The stunt got many columns of publicity for the picture and helped to cement a closer friendship between the civil authorities and the theatre. A [ANAGER H. JERNBERG of the Pro* * vince theatre, Winnipeg, Manitoba, made a special and highly successful bid for stronger matinee attendance by using two features daily. He presented recently "Topsy and Eva" at afternoon shows, the schedule being arranged so that a complete show was presented after school hours for children — with admissions for juveniles up to 14 years being 10 cents. The evening performance featured "Under the Tonto Rim" as a bid for the adult patronage of his town. MANAGER CHARLES H. AMOS of the Riviera theatre in Knoxville. put a new angle on the use of door knob hangers with a little stunt used in connection with his exploitation for "The Patent Leather Kid." One of Amos' ushers is credited with the idea of placing the hanccrs on automobiles as they passed slowly by. So the usher was given the job of putting his idea to work. He stationed himself at a street intersection in the downtown district and as cars were halted for traffic at the crossing, he slipped the hangers on the door handles of several cars. LAST week witnessed the finals in the eontest run at the Rialto theatre in Glens Tails, to determine the most perfect girl in that section of the state. The contest has gone over very well and attracted much attention.