Motion Picture News (Jul - Sep 1930)

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5 1 Motion Picture N e zv s July 1930 MANACELRr rcCLND TABLE CLUB 'HELLO PERLBERG" It was a pleasure to welcome half of the firm of Weiss-Perlberg, Inc., of Jacksonville, Florida, when Jonas Perlberg in person (not a talkie) walked in on us while here in New York. It is certainly a treat to meet the boys personally after corresponding with them for so many months, and Perlberg was all that we expected of him. Let's hope that the renewed activities of WeissPerlberg will be broadcast from the CLUB pages as often in the future as they have been in the past. Local Movies Went Over With A Bang ForWilliamMurphy MOTHER'S DAY FATHER'S DAY MAY DAY WASH DAY DOLLAR DAY ALL HAVE THEIR INNINGS BUT WEDNESDAY MATINEES ARE • BARGAIN DAYS AT THE PUBLIX EGYPTIAN THEATRE BRIGHTON CENTRE (And Every Wednesday Thereafter) FOR ON THAT DAY ONLY THE ADMISSION WILL BE Adults • • only 15c Children • only 10c — — SPECIAL ATTRACTION — — It was King Richard who yelled out "A horse — a horse — my kingdom for a horse," and as luck would have it there didn't happen to be a showman around or he'd have been furnished with a nag of some kind, whether it be a beaver-board mare or a reducing equine; for any of the ideas that showmen of this organization have been cashing in on would have helped Richard out of his dilemma. To boost up his biz at the b. o., William Murphy, manager of the Egyptian Theatre in Brighton Centre, Mass., decided that a couple of novel ideas would be necessary, and to that end he put on the old thinking cap and devised the herald that we are reproducing. From studying the herald you'll see the special stunts he arranged in order to keep them coming into the theatre. One of his special attractions was the taking of motion pictures at the box office of the theatre, and what a stunt this proved to be. They started to line up at the box office on the date set for the shooting, and then the fun began. The kids made faces ; the movie-struck ran the gamut of human emotions, their faces registering the equivalent of joy, sorrow, love, passion, heartache and the rest of the expressions that might make Greta Garbo what she is today. The local sheiks registered pathos, profiles, and other movie expressions (some of them). The matronly ladies attempted to conform to the accepted Belle Bennett standards and the men to the approved Lewis Stone, man about town characterization. A week later the pictures .were shown and Murphy got in his follow-up plug. Every one who had figured in the previous week's shooting was on hand and the unreeling began. Many hopes were blasted. Pathos as registered by the local sheiks was found to bear a striking resemblance to a cow gazing blankly at a brick wall and not knowing which way to turn. Love registered in the Clara Bow fashion by the flappers and flapperettes looked suspiciously like some one who had just had lip contact with a lemon. But despite all of these little tricks of the camera, it was found that a good time was had by all because the theatre resounded with the hilarious laughter of the audience, and, as a result of this, Murphy found thai he had secured some good-will for his house that would come in handy. This angle of Murphy's is something that it will pay you to look into further. It wouldn't cost much to grab yourself a AT THE MVTINEE-WEDNESDAY, (MAY 28th-ONE DAY ONLY) BY SPECIAL ARRANGEMENT EASTMAN KODAK STORES. INC. MOVING PICTURES EN OF EACH PATRON PU ICKET AT THE BOX OFFIC SEE YOURSELF AS OTHERS SEE YOU LOADS OF FUN NOTE M Picture, will be «hown at the Matinee WEDNESDAY, JUNE 4th REMEMBER It's Always COOL and COMFORTABLE at th. Air Conditioned EGYPTIAN roll of film and a camera and pull a gag of this sort. Give it a little thought and perhaps you can find some slants to it that will help you put it over at your house. We want to thank Murphy for this and to let him know that we expect to hear more of his work. So how about it, William? You know that the rest of your fellow managers on the Publix Circuit's New England Division are represented on our pages a good deal and we feel that you, too, would like to let them know what you're doing, and what better medium can you find than the pages of the Managers' Round Table Club? Feeling that our members Some More Reasons are always interested in know ttti T-. , tt i i in£ what Earle Holden is Wily .barle rlOlden doing we decided to shoot Pf.rk« Hie Wnnco these two accounts of his ■raCKS mS^tlOUSe work at the Fairfax Theatre when he played "The Vagabond King" and "Honey" not so long ago. In a stunt designed for purely publicity purposes, 100 merchants signed a petition asking him to get "The Vagabond King" for the Fairfax. He was to go to Atlanta to see the advanced screening of the picture and the petition as well as letters and telegrams from various clubs and other organizations were sent to him at Atlanta. The idea of this stunt was to help assure Miami being one of the 25 American cities to be among the first to book the musical romance. A particularly effective story was put in the papers about the number of extra ushers which had been employed to handle the large crowds anticipated the opening night. The advance story also told of plans for the premiere. Arrangements were made with the Royal Scotch Highlanders Band to feature music from The Vagabond King one night in Royal Palm Park. After the numbers, it was announced that The Vagabond King would open at the Fairfax March 6th as well as other selling lines about the picture. And incidentally, this concert plus announcements went on the air over the local broadcasting station. All leading orchestras of the city were furnished with orchestrations of Vagabond King music and they plugged this music and picture to the nth degree. Many of these orchestras broadcast so the tie-up became that much more valuable. Countless other mediums were also used to give this picture a most thorough campaign that reacted at the box office in increased receipts. On "Honey" he effected a tie-up with a local confectioner that proved a good box office gag. The confectioner put out sample candies in an envelope which carried the following copy, "Have you a sweet tooth? Then taste this tempting Honey Chip! And for 'Sweets' that delight the eye and soothe the ear, see and hear Nancy Carroll in HONEY — Fairfax Theatre, Week beginning Friday, March 21st." At the bottom of the envelope was copy relative to the confectioner, etc. Two thousand of these envelopes filled with sample candies were effectively distributed on the streets, in stores and at the theatre. The confectioner also had a co-operative window display with the majority of space being devoted to the exhibit of stills, art cards and other advertising material about the picture. Oak Earle, we know that your fellow members want to be wised up on what the rest of the Club members are doing so keep up the good work. C. DOCTOR Says: "As a new member I wish you to know how much I appreciate the pages of the ROUND TABLE CLUB. We probably all slip at times for lack of ideas on exploitation and these stunts sure keep one pepped up. My respects to the managers who are interested enough in the other fellow to send in their experiences". Manager Grandview Theatre, Vancouver. B. C.