Motion Picture Herald (Apr-Jun 1931)

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70 MOTION PICTURE HERALD April 4, 19 3 1 Ifs C lean-Up Time! Following our suggestions for brightening up the theatre, we again call your attention to several items worthy of immediate attention. Relamping flasher and signs. Inspection of ventilating equipment. Carpet cleaning on a big scale with beaters and vacuum. Touching up or refinishing the lobby and front frames. Relamping the lobbies and interiors. Clean out those isolated coves and reflectors. Weather permitting, air out the entire house every morning. Get after those spots where the hired help like to throw refuse and rubbish and see that they are cleaned out thoroughly. Don't let the ashes accumulate in the cellar. Wash down the stone work in front of the theatre. A close inspection of the entire house from roof to cellar is now in order. Make it a complete job this ti-me regardless of when you last went over the house. See that everything is in ship-shape for the warm weather to come. Hilton Has Had Ten Years Of Show'nship At Plaza In Norwood We don't know just who, among our thousand of showman members, holds the record for remaining longest at one house, but we do know that we have many to whom I ten years of service is nothing at all. We want to introduce a new member at this time who has served not ten but thirteen years in the same house. Irvin S. Hilton is the manager of the Plaza Theatre in Norwood, Ohio. Mr. Hilton has remained all this time in the one spot. He has done the buying of film; the booking of it; and the advertising and selling of it. It may well be supposed that he knows his town from the showman angle. He has certainly studied it enough to obtain a first hand knowledge of the public likes and dislikes in Norwood. We think that his work should furnish some interesting sidelights and we would like to hear some of them. Listen, Irvin, how about sitting down one of these days and letting us know what you are doing to keep them coming up to the box-office and ringing the cash register? We want to welcome you into the Club and we hope to hear lots more from you in the very near future. Oke? Kay Edits Part Of Special Supplement Of His Local Paper You will recall that some time ago we told you that out in Painesville, Ohio, the local paper, in an effort to stimulate business and reader interest, decided to inaugurate a special Saturday feature section. And, as might be expected, Harold Kay, on the loose trying to grab publicity for his house, took the most of the opportunity to offer to take care of a large portion of the make-up and contribute some items from the theatre world that would interest the patrons of the Park and Utopia Theatre, as well as the public at large. We have the first issue of the Saturday feature section of the Painesville Telegraph on hand. It is certainly a nice piece of work, and shows that Harold, besides being a showman also knows something about the writing and newspaper racket. The section contained twelve pages, a number of which were on the theatre. The rest of the pages were diversified, containing fashion and home items, rod and gun notes, and news of general interest. The issue on our desk is the first. We are sure that as time goes on it will improve. We must say that their first issue is oke. If you want a copy we are sure that Kay will send one along to you. Oke, Harold, we want to see your next few issues too so that we can see what's being done along the lines of better business. Special Attraction At Blenheim Was A Box Office Winner At various times showmen endeavor to secure for their houses special stage attractions that will be of major mterest. Of such calibre are "The Siamese Twins" acts; =^=^=-=^;^^=^^^^^^^^ii^^=^ magic acts ; mind reading acts, and others notable as possessing neighborhood appeal and box-office power. Recently at the Blenheim Theatre in the Bronx, New York City, J. B. Hardy, manager of the house arranged for the appearance of a mystic called "Prince Shah Barba," who professed to know past, present, and future. And as far as neighborhood reaction went, the Shah was alright. How they flocked to the theatre to listen to him talk and to ask questions! The mystic proved one of the biggest drawing cards to play the house in many a month. Not only did men and women, young men and young women, ask questions of interest, but the children also flocked to the house. They were given attention, too. Which made a big hit with the mothers who were in the house. But we'll give the Shah a rest now and tell you how Hardy sold him. One of his first stunts was the use of a special herald that plugged the mystic and the pictures at the Blenheim. Hardy then created a nice setting in the lobby. We are showing a photo of it, so that you can look it over. A portrait of the Pshaw, (pardon us, we mean Shah) was placed against a background of royal proportions. A red spot played upon the mystic, lending to the inscrutible, indefinable. Oriental features a mystic tone calculated to induce awe. Yep ! The stunt proved to be very effective, though. You should have seen the mob that turned out for the shows. The best part of the whole campaign was the fact that ace results were obtained at a minimum cost. Which, you will all agree, is showmanship. And maybe you don't think Hardy is turning out good work at the Blenheim. Well, we'll tell you that since he has been there he has more than made good and is displaying that kind of showmanship that has characterized his work ever since he has been in the show racket. He is well acquainted with the neighborhood now and can about figure just what will best hit for the public. And, best of all, the public up in the Bronx knows Hardy. Which helps, too, you will agree. From South Africa! Our latest member to enroll from South Africa is Alexander Sullivan, manager of the Recreations Theatre in Stellenbosch. The Recreations Theatre is located in the country, but is nevertheless a busy place, as the locality is noted as a University center. We want to take this means of welcoming Mr. Sullivan to the fast growing ranks of showmen from across the seas, who are becoming members of the Managers' Round Table Club, and express the hope that we'll hear from him again very soon.