Motion Picture Herald (Apr-Jun 1931)

MOTION PICTURE HERALD April 11, 19 3 1 Both Camp'gns Used By Hucknall Clicked For Lots Of Publicity Two in a row was what John W. Hucknall, manager of the National Theatre in Stockton, Cal., had when he played "Cimarron" and followed it up with "Abraham Lincoln." At this writing, we are not going to launch into a description of every phase of his campaign. Rather, we are just going to pass along, a few words on a couple of stunts that proved beneficial to him. One stunt of especial value was used on "Cimarron." A number of the local dealers co-operated and placed copy relating to the picture in their ads. Another merchant even gave a description of the days of the "Cimarron" to the local newspaper. The paper itself co-operated by running a streamer head on the page. The ads for the picture were also well made up, packing a puncli that sold. For the selling of "Abraham Lincoln," an essay contest of the Emancipator, open to everybody, attracted a great deal of attention from the local public. Prizes were given to adults, high school and grammar school students, and any small child wishing to express his or herself in a few words. Fifty words was the limit for the essay from any participant. The stunt certainly clicked. Indeed, we might say that it was one of the most outstanding ones in the entire campaign. As in "Cimarron," the ads on "Abraham Lincoln" were so directed as to sell the picture as a screen achievement. Hucknall succeeded. Let's have some more, John. A novel telephone exploitation stunt was included by Russell Lamb, manager of the Fisher Theatre, Danville, III., in the campaign he used to help make a success of his =^=^=^====^^^=^= showing of Metro-Goldwyn production, "Inspiration," with the glamorous Greta Garbo. Lamb used a telephone operator for special service in calling up a list of telephone subscribers in Danville and vicinity. She Phone Operator Told Town About Picture Lamb Was Featuring CLUB PIN!!! Use This Blank: Managers' Round Table Club 1790 Broadway, New York Kindly send me, postpaid, Club pins, for which I enclose payment at $1.00 per pin. Name of Member Theatre Address City State told them that "The management of the Fisher theatre had just previewed the latest Greta Garbo picture, 'Inspiration,' and the tremendous import of the entertainment value of this great star and picture, inspired, them with the idea that it would be advisable to notify their patrons immediately that due to the importance of other bookings the picture could only-be held for three days." In addition to this Lamb personally visited over eighteen merchants and obtained their consent to tie-ups with strong promotional value of the star and the picture, by allowing appropriate displays combined with their merchandise to be placed in their windows. There were four dry goods stores, two music stores, two department stores, seven drug stores, three flower stores, and two United Cigar stores who were furnished with special window cards upon which special stills from the picture were mounted, along with appropriate theatre and tie-up copy. This is typical of Lamb's activity, as those of you who have followed his showselling know. We hope that we'll hear some more about his work in the near future. What do you say, Russell? Pierre Boulogne Is A Close Student Of Neighborhood Public "Give them novelty in a herald," shouts Pierre Boulogne, "and they'll come into the theatre." And Pierre should know, for he is the manager of the =^^^^=^^-===^^^^=^^ Norva Theatre in Norfolk. Va., and he has so thoroughly studied his local conditions that he is enabled at will to use just the type of stunt that will go over to good results. This was seen when he played "The Royal Family of Broadway," a satirical film that, in Boulogne's estimation warranted selling of an out of the ordinary calibre. Boulogne finally decided to use the personal letter gag as one of his campaign features. The result was that a well composed letter was despatched to a select mailing list — comprising members of the Women's Club; civic clubs, professional women's club; all school teachers, and to the mailing list of the local Little Theatre. The letter proved to be of value just as Boulogne estimated. The result : a few additional dollars were drawn to the box-office that might not otherwise have found their way there. For a special herald, Boulogne used the one supplied by the exchange. This herald is in the form of a miniature tabloid, based on New York's famous index sheets. The herald is well made up carrying pictures on front and back pages, with appropriate captions accompanying the photos. 5,000 of these heralds were distributed on busses and street cars between the hours of five and seven P. M., it being Boulogne's idea to hand them out at the dinner time in order that the homegoing workers would carry them right into the houses. He succeeded. And so did the rest of the campaign. Cowan Contacted A Department Store; Plenty Of Ad Space At his last contribution as publicity director for the Century Circuit in Brooklyn, N. Y. and Long Island, N. Y., Larry Cowan, resigned, certainly engineered a marvelous tie-up ==^= with one of the foremost department stores in Brooklyn. While perusing the morning paper, Cowan read an ad to the effect that Loeser's, long a conservative store, had finally succumbed to public appeal and opened a basement store. Cowan reached for his hat (unless he already had it on his head, as is customary with some press agents) and hotfooted it to the department store. A short conference with the advertising manager and an excellent tie-up was set. To the patrons of the Century Circuit Theatre Loeser's agreed to give on a certain night, merchandise orders totalling one hundred dollars. To properly put across the stunt they made up two hundred thousand coupon tickets, paid $50 to a theatre for a trailer to run on the various screens, and also included the stunt and theatre names in all of their advertising. And if you know what it costs to run ads in New York and Brooklyn papers, you'll easily see the value of Cowan's tie-up. Well, Larry, we'll say that was some present you handed to the Century Citrcuit, and also to the patrons of its houses. We want to wish you lots of luck on your new assignment (wherever it is) and hope to hear from you again. ■ssaeeaaasaaa I