Motion Picture Herald (Apr-Jun 1931)

72 MOTION PICTURE HERALD April 4, 19 3 1 "Coir Flynn Stuhhlefield One of Louisville's showmen received a fine honor recently by an appointment as Colonel on the staff of Governor Flem S. Sampson. The showman is Flynn J. Stubblefield, manager of the Strand Theatre in Louisville, Ky. The fact that the Strand was the first theatre in Louisville, and one of the first in the United States to install talkie equipment and the efforts of Stubblefield to present worth-while entertainment to the city were factors taken under consideration 'vhen it was suggested that Stubblefield receive the honor. Congratulations, Flynn. Hostler's Displays Are Aid To Him In Selling Of Pictures Not only does Alvin Hostler, manager of the Warner Theatre, Altoona, Pa., know how to sell his shows, but when it comes to making up a display, he knows how to ^==^^^=^=^;^^; make it up. And why not? He is an expert artist. The other photo, created for "Mother's Cry," shows a display built entirely of white lattice work, covered with red, yellow, and pink roses. The cut-out letters spelling out the name were made of beaverboard and painted black with a silver metallic outline, the centers of the letters being built up with roses. At either end of the lattice work was placed figures of leading characters in the production. An oval at either end on the bottom of the lattice work carried stills from the picture. Hostler has always been noted for the ace displays he turns out in Altoona, and since he is very active along this line we hope that he will send some more along to us in the near future, so that we can pass them along. They had a great anniverStage Attraction ^ary party at the Paramount ^ . ^ /pi Theatre in Montgomery, Ala ixlVen {jrreat JrlUg bama, recently, and its success By Bolivar Hyde, Jr. "° small measure, to the work turned out by ==^^=^^=^-^=^ Bolivar Hyde, Jr. Not only did Hyde plug the anniversary, but also the special stage attraction he was featuring, and the picture, which happened to be an exceptionally good one. The stage attraction was Mercedes, a well-known vaudevillian who has been using a mind reading act for years. Hyde knew that the act would go over great in his town, accordingly he stepped out to sell the show with a great deal of pep, vim and vigor. Here's a line on what he did. Mercedes and his assistant, Mile. Stantone, appeared at the Governor's inaugural luncheon. This netted stories in the daily papers. Next they appeared at the Mayor's office, and again netted publicity. A special radio tie-up was arranged and Mercedes displayed some of his talent — just enough to excite interest and bring persons into the theatre. A piano company tied the act into its copy and ran a special ad. Mercedes appeared at the Women's College of Alabama and addressed the psychology class. The talk was productive of the students' business. 200 prominent citizens were called by telephone and given a direct sales talk. 5,000 envelopes, containing lifesavers, were distributed. They carried copy on the picture and Mercedes. Special trailers, heralds, art work, comment cards, stunts — all combined to give Bolivar an excellent week's business. The campaign was one of the most extensive ever used in Montgomery. And business showed it. We hope that we'll hear from Bolivar again with some more of his live-wire work so that we can pass it along. Bumper Cards Placed On Canton Cars Were Ace Plug For Riester "There'll be no depression around me," shouted George J. Riester, manager of the Warner Palace Theatre in Canton, Ohio. And to prove that he meant what he said, he distributed a bunch of paper napkins imprinted with : "Please hand this crying towel to the next bozo who comes to you crying depression and tell him to go and see Bert Wheeler and Bob Woolsey in "Hook, Line and Sinker." They were very effective. But Riester has other stunts equally effective. He pulled a good one recently on "Sit Tight." A quantity of bumper cards were imprinted with the title of the picture. The cards measured seven by forty-two inches and were placed on the rear bumpers of every parked car in the town, by means of rubber bands. At least a thousand were driven around the town. The title of the picture received plenty of plugging on this one. Then there was the gag on "The Big Trail." For this, Riester concentrated on the theatre front, and an immense compoboard covered wagon, completely covering the theatre front and extending to the sidewalk was constructed. Patrons were obliged to stoop slightly before entering, but this discomfort only served to enhance the effect. Small covered wagons, made of cardboard were spotted under the marquee. They were also placed in some of the downtovm stores. The picture's receipts, as a result of this alert exploitation, we feel sure increased more than was expected. We'd like to have some more of your work so that we can pass it along, George. What do you say? Just to show you that he Borland Executed An continues ot display activity . m his capacity as general Excellent Campaign manager of the Quality Opening Two Houses Amusement Corp., of Chi ^ ^ cago. 111., we want to pass ==^^==^= along these recent opening campaigns Hugh Borland made use of to announce the shows at the Olympia and Oak Theatres. For his campaign at the Oak, he started a week in advance and posted 500 one sheets with copy: "Don't Fail To Attend The GRAND OPENING of the NEW OAK THEATRE (location and date) Greater Entertainment For Less Money," In addition, the neighborhoods were flooded with 5,000 heralds carrying copy on both sides. On the night of the opening, a sedan, equipped with microphone and record attachments toured the community and played several of the newer song hits. It was announced that the songs were played through the courtesy of the New Oak Theatre. Following the musical rendition, Borland spoke through the mike saying: "At last your neighborhood has the first miniature de luxe theatre, bringing to you the same type of entertainment that is now being shown at B. & K. loop and outlying neighborhood theatres at 75-60-50 cents, and which we will show at prices that will take Chicago by storm. Come one ! Come all ! Get acquainted with the neighborhood's new joy spot of greater entertainment at prices to fit everyone's pocketbook." That stunt went over very well. Another equally successful was the placing on lamp posts for two blocks in every direction from the theatre streamers and shields announcing the opening of the picture and plugging its policy and features. The campaign for the opening of the Olympia was similar to that of the Oak, following the one sheet posting and radio street talk idea closely. A special stunt was the distribution of 5,000 heralds as plugs on the kiddie business and also announcing that kids could see the matinee show on Saturday for a nickel. Good-work, Hugh. We'd like some more. Titians Trekked Theatrewards! Here's one for "Millie" that you might want to use. (And if you want to use it on any other picture, remember you can.) Vic Meyers, manager of the Orpheum Theatre, New Orleans, La., announced that any ladies possessing red hair would be admitted as guests during the run of the picture. P. S. — He didn't know that New Orleans was so well red! We think next time, he'll allow the ladies only at a specified matinee. Right, Vic?