Motion Picture Herald (Apr-Jun 1931)

April 11, 19 3 1 MOTION PICTURE HERALD 67 Like Moss' Method Of .Plugging Last Show Of Feature Picture? We are glad to report that Dick Moss is still on the go and rapidly getting to know the public of Orange, Cal., where Dick is now handling the Orange Theatre for the =^^==^^^^^^^= newly formed Hughes-Franklin circuit. And talking about the new circuit. Dick got a break when he first arrived in town. He talked the Chamber of Commerce into sending out a letter to all of the residents to the effect that new management had taken over the operation of the local theatre. This was a fine institutional plug for the circuit. Not so long after, Dick played "Cimarron," and the co-operation he obtained on his selling of the picture more than showed him that he is going to like the town. Through the courtesy of the principal, the playdates were announced at the local high school. Then Dick secured a couple of miniature models of covered wagons and placed them in a window in one of the best spots in town. Chalk up another winner for him ! His Mickey Mouse Club, newly formed, is going over to excellent results, and he tries hard to have something new for the kiddies every week in order to retain their interest. Recently he arranged with a local dancing school to present its kiddie pupils on the stage of the theatre, as a special treat for the Club members. The newspaper, a daily, is more than willing to co-operate with Dick in all ways. As a result, the showman is enabled to turn out some good advertising in the town. Which is why we are showing the Will Rogers ad. Look it over and see how cleverly Dick has arranged it, by making it so that Rogers talks direct to the reader. How would this stunt work for you? Think it will click? Then use it! We want to wish Dick lots of luck on his job and we are sure that_^the activity that has characterized his work ever since he has been on the Coast will be continued. THIS IS MY LAST NIGHT. FOLKS! WILL ROGERS in Henrf Kmglt Production L I G H T N I N ' Uit Tanu Tonitdl — Sbowi il 7 9 p. B. 2S< Ai, S«l COSSTAKCE BQWrn b "THE EASIEST WAY" nlh Robeil Monlioroery — Adolphe Menjou — AcuU PiJ STRICTLY ADaT LVnRTAINMEKr Meet Jake And Laz Abraham, Showmen From Mississippi Jake and Laz. Abraham managers and proprietors of the Happyland Theatre, Port Gibson, Miss., have a good break. In addition to being in the show business they are ========== also in the merchandise business. But they never let either business interfere with the other. They sell their shows the way showmen sell them, and their merchandise business the way businessmen sell them. What's the difference, you ask? Figure it out for yourself. Here's what the two Abrahahams do to stimulate business at the theatre they have been running for the past ten years. When they played "Amos 'n' Andy" recently, they secured an old time Ford and painted it up with sayings such as are used by the dialectians for their films. Two men, made up in blackface, drove the car about town. A tame monkey accompanied them. The flivver stopped at the schools about the time they were dismissing children for the day. The kids were certainly enthused about the idea. When the monkey and the flivver were not being driven about town, they were placed on a vacant lot. A large sign announced the film at the Happyland. The picture, as a result of this one stunt, held up well for the three days of the engagement. Jake and Laz. have other gags also. They use a new one every Monday night, long a poor night at the theatre. On one Monday ladies are admitted free when accompanied by men. On another Monday, men are admitted free when accompanied by ladies. Still another Monday, the whole family will be admitted for the price of one. Other gags are Old Maids Free and Bachelor Girls Free, another reduced price nights when admission is sliced in half. These gags always meet with favorable response in the town. And let's see you go into Port Gibson and find someone who doesn't know where the Happyland Theatre is located and the name of the current picture. Let's have some more, Jake. 'LOBBY LAFFS' By DICK KIRSCHBAUM TODAY' BtNcnr FOR Unemployed/ NOlx/ And it actually happened! Placing Bookmarks In Fan Mags At The Local Stores Clicks All five and ten stores, as you know, sell fan magazines. What, then, is more logical than that the showman wishing to secure publicity for his house contact the store and ===^=^^== arrange to have bookmarks placed in the magazine. A showman using the plan is J. F. O'Hern, manager of the Olympia Theatre in Chelsea, Mass., up in New England. Whenever he can, O'Hern sends to the local Woolworth and Kresge stores a bookmark plugging his shows. The copy reads: "A Book-mark for Olympia Theatre Fans" (then follows a Publix slug). In a small box, in small type, is placed stories of the stars and photoplays displayed in this magazine will be seen shortly at the Olympia Theatre. To make your reading and picture entertainment more interesting, call the theatre and ask for coming dates, phone number, store plug and address. This stunt goes over very well in Chelsea. The stores like it, and the results are gratifying to the theatre. Another gag, a recent one, that caused a bit of laughter, was the novel herald that O'Hern turned out to plug "Rain or Shine" and "Lightnin'." The herald was made up in prescription form and stated that Dr. Will Rogers and Dr. Joe Cook advised that as a tonic for the blues the public should see (pictures). The heralds were made up at small cost and more than paid for themselves in added business. We want to thank O'Hern for passing along these few items as we are sure that they will receive a good reception by his fellow Club members. We hope to hear from you again in the near future, "J. F."