Motion Picture Herald (Apr-Jun 1931)

r April 4 , 19 3 1 MOTION PICTURE HERALD 75 Oscar Fashions A Group O f Heralds That Are Corking At this time we want to say a word or two regarding the show-selling going on in Athens, Ala. And why should we say a word or two about the show-selling in Athens, Ala.? Just because we want to keep you posted on Earle Oscar's doings at the Ritz Theatre and let you know that he is active as usual. Earle has a hobby for getting up neat looking heralds and programs, and he is pretty proud of his work (as he should be). He found time to send us in a whole batch of impressive programs and heralds, and he decided that we'd have to show one that made a particular impression. In selecting it from the batch, we did so only because it, to us, embodies not only simplicity and judiciousness in the use of cuts and copy, but also represents a minimum expenditure in printing, and a not too tedious job of makeup for the printing, thereby eliminating long waits before the heralds were done, and allowing Oscar to give them prooer distribution. The herald measures five by five and one-half inches. It is printed in black and white. Again we ask you to note the simpHcity of make-up through the use of midget mats whenever possible. Study this herald, and if you think that it will be of account to you in your town, use it. If you would like to get a look at some of Oscar's heralds, all of which are made up at a minimum expenditure, drop him a line at the Ritz Theatre, Athens, Ala., and we ar^ sure that he'll respond with any information requested. Thanks, Earle, for keeping us posted. Remember our story not so long ago "Kids Are the Public, Too!" in which v^e stressed the importance of kiddie klubs? Get a load of this gang of youngsters all members of the Capitol Theatre Booster Club of WilkesBarre, Pa. The showman handling the Publix house is Morris Rosenthal, who is responsible for the sensational Ritz Theatre Program MONDAY, FEB. 16 ifr^ wins the Bu) with SAIXT EILEKS uid CLIFF EDWARDS. Our Gang Comedy — ■TEACHER'S PETS" ANOTHER BIG LAUGH DAt; THUBS. & FRU FEB. 19-20 NOW SO.ME MORE LAUGHS THE MARX gP031!IB§ /Animal Crackers' BIrrer Than Coeoanntb and Coooannttier! vlth LUllao Both and Big Cast. Cumedy — -Looser Than Loose" Also "News" 2 DATS OF I!1L.\RITY 2 Tl'ES. & WED„ FEB. 17-18 ^^Comnion Clay" The Dramatic Sensation Uiat tu5 Gripped the Nation. With Constance Bennett, Lew Ajtcs, Tolly Jdanhall and Bajl Uerccr. Victor Moore Comedy — "LOVE IS THE SCBCBBS" SATURDAY, FEB. 21 ZANE OBEY WESTERN "LAST OF THE DUANES" with GEORGE O'BRIEN Outlaws and Cattle Thieves ACTION 2 Comedies— "LADIES BEST" TIT TO BE TIED" success of a kiddie klub which has grown to the proportions of a small army in the past few months. Morris derives a great deal of publicity for his house as a result of this medium. How about sending us in a photo or an account of your kiddie klub and the benefits your house has obtained as a result of it? A Suggestion! In many of the larger towns — those possessing daily papers — smart showmen send in weekly their starting time of features to the newspaper. The paper runs a box daily Hsting the various theatres, their attractions, and the time of starting. Should your local paper not be doing this, perhaps it will be to your advantage to secure the stunt. The editors of various cities throughout the country are more than pleased with any suggestion which insures reader interest. Why not try it? Shhh — It's a Secret, Salmon! Determined to make his wedding event a secret affair, Joseph S. Salmon, manager of the Fox Riverside Theatre in New York, joined the ranks of the "worse halves" and married Betty Bentley of London, England. Joe met his "Waterloo" out in Ocean Park, Calif., while working under Harry Arthur and the "little girl" followed him east. They were married last Saturday (March 28) by City Clerk Cruze before such celebrities as Harry Woodin, Charlie Kurtzman, Bill Madden, MacGuest and Ed. Vaughan, and you can imagine what a great guy Joe is when we say that most of these guests came from far distant points to attend. Here's wishing the happy couple lots of luck and several bouncing, promising showmen??? Harrison's "Hell's Angels" Campaign A Corker In Waco, Tex. To attempt to set down every one of the angles covered by J. P. Harrison, manager of the Waco Theatre in Waco, Texas, when he played "Hell's Angels" would take up more space than we can afford at this writing; so we'll just have to content ourselves with the highlights — among which was an excellent lobby and front display. In the rear of the lobby was placed a large cut-out plane. It had a wing spread the whole length of the lobby and was about 15 feet in height. On the wings of the plane were cutouts; in the panel with red paper over them and illuminated from the rear and reading, "Hell's Angels." On the body of the plane was painted the figures of Jean Harlow and Ben Lyon in a love scene with painted red flames leaping at them from the bottom of the plane. The cast was painted on the red flames. Two small cut-out aeroplanes were placed in front of the lobby facing patrons coming out of the theatre. On them was painted the name of the picture, cast, etc., as well as announcement that the theatre would open at 12 o'clock for the engagement of the picture. Ten small shadow boxes illuminated inside and on flasher buttons, were hung around in the lobby, foyer and on the mezzanine floor. Red craoe paper was pasted behind the cut-outs on them which read, "Hell's Angels." The front was also appropriately decorated with plane cutouts, flags, etc., to give the house an elaborate display that caused people to believe that an outstanding picture was being shown. Another excellent stunt that was used in advance was the showing of the trailer at the High School. The local school has a movie booth— and arrangements were made to show the trailer at a general assembly of the students. A hookup was made with the local Penzoil dealers as to their oil being used in the flying machines that appeared in the picture. Ten large banners were hung in as many different stations advertising the picture, name of theatre, and play dates. The Penzoil Company also played up the picture, theatre and play dates in their regular newspaper ads. A Ford truck on which an aeroplane was mounted was driven around the town for two days in advance and during engagement. The plane was painted red and white and also contained the title of picture and prominent members of the cast. At a vacant store window was placed a very attractive display. Around the back of the window was a gold drop which reached about half way to the floor and with panels from the bottom in flame-like formation. The center of the window beheld a miniature plane that had all the features of a real plane. In the background of the store window was a cut-out of a Zeppelin lumming upward. This was surrounded with cutout "falling" planes and still on one of the panels. A display of stills was also placed in the foreground. Two cut-out aeroplanes were placed on the outside of the window and also a regular-sized propeller with "Hell's Angels" painted on it. These mediums alone would have been sufficient to sell the show. But Harrison, as is his custom, makes sure that his newspaper ads, etc., all are set in a manner that will sell. Which accounts for the fact that nearly all of his campaigns are great winners. Let's have some more accounts of your work, "J. P.," so that we can pass along your other activities.