Motion Picture Herald (Apr-Jun 1931)

April 11, 1931 MOTION PICTURE HERALD 75 Front Roy Fashioned For "Aloha" Created Plenty Of Comment Whenever the opportunity offers itself, George Roy, manager of the State Theatre, Eugene, Ore., turns out some ace displays on the current production playing his house. He is well versed in showmanship and more than give effective treatment to whatever picture he happens to plug. Not so long ago, Roy played "Aloha," Tiffany's new south sea drama, and decided to give the picture "that little touch." The result of the display work he turned out can be seen in the photos we are showing. The top photo shows the knockout flash obtained by cutting out scenes from the posters and making of them compoboard cut-outs. At night two concealed -pots played on both cut-outs, which were visible for many blocks from the theatre. We'd also like to direct your attention to the streamers placed under the marquee. They were of varied colors and did much to enhance the eye-arresting quality of the display. The other photo gives a close-up of the front proper. Note how the banner is bordered with light and plugging the picture. The price rate of the theatre can be seen on either side. All of Roy's frames are studded with electric lights and when the poster paper is especially effective, as happens so to be in this case, the highlights are brought out in startling relief. You will also notice in the photo that Roy has dressed his ushers in costume for the picture. They have to go inside now and work, so we'll have to sign off. Thanks, girls. Listen, George, we understand that you are doing considerable work on your displays of late. How about giving us some more? And include your photo with the next contribution. FRANK B. HILL (Continued) That other showmen, too, will find it a boon to boosting box-office business is naturally deducible. All really necessary to make of a campaign, such as Hill used, a success is that the showman put everything he has into it. The merchants, having a leader, will be more than glad to do their part. We are not going to say that if you haven't yet played "Cimarron,"' line up your campaign now so that you'll be set when you do play the picture. That is neither our purpose nor our policy. Our rnain object in presenting to you Frank Hill's campaign on "Cimarron" is to show you that when the goods arrive in the form of educational, thrilling apd entertaining ways and means to sell them so that, not only niotion pictures a showman will always find will the house benefit pecuniarily, but institutionally as well. The sagacity of Dorsay Hill, the Mayor, was adequate to easily discern the motive of the theatre and the business men ; hence he was more than willing to personally endorse the film. All of this tends towards betterment of production and a still greater scope for the "infant industry," the motion picture. Movie Fan Magazine! Fashioned more along the lines of a high class Movie Magazine than a house organ, the Movie Fan Magazine made its initial appearance under date of March 27th, as the mouthpiece of the Keith's Theatre in Philadelphia, Pa. From cover to cover this interesting little booklet shows every indication of being turned out by men who understand, not only the public trend of mind, but the many angles of show-business as well. Both Ed Corcoran and Jerry Crowley, editor and managing editor, respectively, deserve a lot of credit for the magazine they have produced and should there be any live-wire showmen who would like to find the nucleous for something similar, we doubt whether Corcoran or Crowley would object to sending them a copy. Just address your request to either of these gentlemen at 507 Keith Theatre Building, Philadelphia, Pa. We shall be looking forward to future issues of this unusual magazine. Krim's Heralds Are Business Builders; Can You Use Them? HEY KIDS! The Macomb Theatre is giving a ► big Valentine Piirty for every Boy and Girl in Mount Clemens! M— BAG OF CANDY to every KID! 100 SODAS WILL ALSO BE GIVEN FREE by Fleming's Ice Cream Co. =BIG DOUBLE SHOW = When Sol Krim, manager of the Macomb Theatre in Mount Clemens, Mich., sets out to bring kiddie business to his theatre he certainly goes after it with a vengeance. We are presenting here a herald showing what he did on Valentine's Day when he decided to give a party to the kids of the town. A bag of candy was given to every kid and a hundred of them vvere given a special treat in form of an ice cream soda. In addition, he arranged a screen program that he was certain would delight them. It is not only on holidays such as Valentine's Day that he hands out candy and sodas. Through a tieup he engineered he manages to give away every week a bag of candy and a hundred ice cream sodas. And make believe it doesn't mean anything to the kids ! They are lined up for the show an hour or so before opening time. Krim tells us that heralds he uses weekly are more than valuable to him. In view of the fact that they are addressed just for them, the kids pay especial attention. There is one point that we'd like to bring out here, though. Krim makes it a point to try and spot Saturday pictures that will be of appeal to both young and old. If he has a double feature, he makes sure that one film is at least light, so that the kids will enjoy it. This is a most valuable point to be taken into consideration when using double features. Perhaps the heralds will mean lots for your business, too. Give the idea a little consideration and if you think it has a chance in your town don't hesitate to shoot the works. Krim offers us another suggestion for business building for showmen located in towns where stores are kept open until 10 o'clock on Saturday nights. He informs us that for the past two months he has been giving midnight shows on Saturday and finds them to be very profitable, as the only expense he incurs is that of operator and electricity. What do you think of the idea? Perhaps it's just what you've been looking for. We want to thank Krim for passing this along to us and we hope that we'll hear from him again in the very near future, as we are sure that his suggestions are more than well received by his fellow showmen and members of the Managers' Round Table Club. SUE CAflOL & ARTHUR UKE In th» Liug* Riol! lU€flKn€« Here's the Biggest and and Best Serial we have ever had. wiih Francis X. Bushman. Alberta Vaughn. Bobby Nelson. k BIG CIRCUS THRIUCR! MACOMB THEATRE IS^r.SS; KIDS 15c