Motion Picture Herald (Apr-Jun 1931)

June 27, 1931 MOTION PICTURE HERALD 59 Laurence's Program Gets Full Coverage At No Cost To Him The cost of theatre programs means nothing to H. F. Laurence, manager of the Capitol Theatre, Paris, Tenn., for the simple reason that his does not set him back one penny. Lawi rence sends the Club a copy of a four-page program, the front page carrying the week's listing of attractions and the balance devoted to space for local advertisers. A copy of same is put in every residence each Saturday morning. Laurence is also using a business booster every Wednesday night that is proving a real house filler ever since he started it. If any of the Club members are interested in Laurence's system of awards we are sure he will be glad to let his brother members in on the idea if you'll drop him a card. LOBBY LAFFS H. Addison Queries Originality Of The 'Swap Contest' Idea Originality of the "Swap Contest" idea is questioned in a recent letter from H. M. Addison, managing director of the Penn Theatre, Pittsburgh, Pa., in connection with a Club article pubi lished in the March 21st issue of Motion Picture Herald. While not claiming to be the author of the contest, and confessing that he and his associates purloined the idea from the Coast, Addison honestly believes that Loew houses were the first to present the contest in the East. Briefly, the scheme is to award prizes for the best "swap" ad in newspaper classified columns. For a limited time each advertiser is given a pair of tickets in order to offset cost of the ad and get the newspaper department under way. Perhaps the originator of the "Swap Idea" will come forward and clear up this mystery which has become a controversial subject among several of our Club members. What do you say, fellow Round Tablers? Klein Busy In New Jersey Putting Over Harmonica Contests Harmonica contests exploiting "Big Boy" are still going strong, according to a recent communication from Ray Klein, who has charge of all publicity in connection with this brand ======^==== of exploitation in Warner New Jersey theatres. Klein is running a series of six contests at the present time, the first four preliminary, the fifth a semi-final and the sixth the Grand Final Contest. About fifty are enrolled each Saturday matinee and four winners selected. On the fifth Saturday the 16 preliminary winners play, winners are selected and they play the following Saturday for the title of Champion Harmonica Player of the town. Advertising effort consisted of 200 onesheets, 200 window cards and the distribution of 5,000 heralds in schools. Additional publicity was obtained through the presentation of a gold harmonica to the Mayor. These contests are sponsored by M. Hohner and the Educational Film Co., and will likely prove just as popular now as they have in the past. Further information can be obtained by dropping Ray a line and we are sure he will send you detailed information about these contests which have heretofore proved so popular with the younger generation. That's some Kiddie Club that McSweeney's Kiddie David C. McSweeney has up /^t I. rii' TWA Boston way. There may be lylUO LUCKS in Ace other clubs of its kind in the Fashion In Boston ^^y '\ to us as if Dave had the edge ; particularly ==^==^= in that he states that his is the only organization to crash the local newspapers — this time the Globe. We have before us a tear-sheet from the above paper showing a four-column story with photo which runs a half page. It presents an account of a gala pie-eating contest staged by the McSweeney Kiddie Club, which consisted of eliminations, semi-finals, finals and a large assortment of pies. The gag which started the fun was a boast made by one of his kids to the effect that he could eat more pie, and eat it faster, than any boy in Boston. Well, Dave By Dick Kirschbaum "iusiHfss IS Rotten/ CUT OUT VOUR fS^kV^ PAPERS, 6iaiN6, PROGRAMS (V)AI(.IN6 ClSTP^f^O U«5MER5^ Beating The Depression , saw it through and got his name in the headlines. The photo published by the paper shows the gang going ahead full speed with the complicated art of pie-eating. A word or two about Dave's Club, and why it is such a successful one. According to the story, he had considerable trouble with these youngsters in the theatre until he organized them. Now he has all the kids whipped into line with fife and drum corps and bands, life-savers and swimming instructors. In the course of a year he has become an auxiliary to weary mothers who have discovered that children can be made to behave if the threat "to tell Dave" is voiced. In all a dual purpose is achieved — the kids are kept away from the theatre until Saturday mornings and Dave, who likes kids, any way, gets a big kick out of arranging their entertainment. We're sure that a great deal more could be said on the subject of this Kid Club, as to the different stunts he's pulled, but we have given a brief outline of Dave's methods so that any Club members who may be experiencing difficulties along this line, can try handling a Club like his. We are sure that it will pay in the long run, not only as a community good will builder, but a solution of the child problem in the theatre. We also wish to call attention to another stunt he is pulling to publicize theatre and himself. It's a two-column story running full-page length headed "Doctors of Entertainment" in which he takes the reader by the arm and walks him through the theatre, selling this and that department as he proceeds. The usher staff, technical end, box office are all touched upon, the courtesy extended the theatre-goer, and at the close the reader has been given a strong selling talk on the desirability of becoming a steady theatre patron. That's telling them, Dave, or we don't know what we're talking about. Lots of luck, and don't forget to send in further accounts of your work.