Motion Picture Herald (Apr-Jun 1931)

60 MOTION PICTURE HERALD June 2 7. 1931 ART WORK AND YOUR LOBBY! Red Inked Front Page Given A New Slant By Chidley From time to time we have carried illustrations of various forms of art work and displays, and always these illustrations have been welcomed by both manager and theatre artist alike. No doubt they were glad to see how other theatres were playing up their art work and using some of the other fellow's ideas. We were rather surprised when we received a letter from Herb Simpson, local artist of Evansville, Ind., together with some of his art work, because Herb is not connected wjth any one theatre but, rather, does the work for several, not only in his own town but in several surrounding communities as well. Needless to say we were very much impressed with the type of work this artist is turning out and felt that despite the fact that he was a free lance we ought to pass along illustrations of some of his work. Simpson has noted with interest some of the art work which has appeared on our pages and it naturally surprised us to know that other artists, than those directly connected with theatre work, were following the Club pages so religiously. Recent mail has brought other fine lobby displays and art work which we will present from time to time and continue to do so as long as there appears to be a demand for such material. We are grateful to Herb Simpson for these photos and hope he sends us more in the immediate future. ''Doc" Miller Boosts Box Office With, A Twin Frencfiman Gag We are reproducing a small snapshot of a banner used to excellent advantage on "Fifty Million Frenchmen" by R. R. "Doc" Miller, general manager of the Parkway Theatre, Madi=^^'^=^^=^==^=^ son. Wis. While the size of the snap will not permit full emphasis of the stunt, its large proportions will be noted along with the row of faces on the top portion. The gag in connection with its use, was to pick out the faces of twin Frenchmen. "Doc" tells us he had a good-sized gang around the theatre front all week long trying to pick the winners. The value of the gag was well reflected by a week of gratifying business at the Parkway and "Doc" is passing the stunt along with a sincere wish that some brother showman will also be able to cash in the same way he did. The above appears to be a good gag for any one to run in connection with the picture mentioned, or it could be adapted to a score of others. The Club appreciates this contribution and hopes to hear further from this busy member. What else is doing out your way now that the new season is here ? Be sure to keep your Club posted from time to time. Metro Sfiows Going Over witJi Maurice Bliss at the Helm A variation of the front page splash of red ink, associated with exploitation activities on "Front Page," was successfully used by C. H. Chidley, manager of the Rialto Theatre, Caspar, Wyo. ^^^=^^==^=^^^= Instead of the usual diagonal smear of "Front Page" copy across the newspaper's leading page, Chidley used a seven-column scare head, set in red ink and reading, "Convict Escapes." Then, a two-column, regulation bank and lead to a story revealing a portion of the picture's plot. The yarn ended with advice that the picture opened at such and such date. We take it for granted that Chidley arranged with his local editor for a run-off of the necessary number of copies after the regular run of the edition had been completed. If you can obtain the same co-operation from your paper that Chidley did, it seems to us a very effective and sensational means of getting over your message. The front page is generally a part of a four-page form and along with the paper's real masthead, carries enough authenticity and bulk to give the impression of an Extra. Chidley sent no explanation along with his tear sheet so we are but guessing as to methods he pusued. If we're wrong, maybe he'll correct us, and in the meantime the Club will hope that this old stand-by will not take such a long time again in the way of letting his fellow members know what's doing in Caspar. ■ To let the Club know that he's on the job up in the Bronx, Maurice Bliss, manager of the Metro Theatre, New York City, takes time off to mail copy on a couple of recently used gags. ' '■ For a throw-away on "Bat Whispers" he used an 8 x 5inch folder, double folded, with a big ? mark on either side in black and white. The first unfolding delivers the message: "This Will Bring You Closer to u Solution of the Greatest Mystery of the Age." The second unfolding discloses the film and theatre ad. On "Criminal Code" Bliss used the regularly printed "Summons" to excellent results. The Club also has occasion to note the attractive house organ, "Metro News," which carries the week's attractions and other newsy information about the theatre. Glad to hear from you again, Maurice, and be sure to keep the Club posted in the future. When playing "Millie," Joe Rosenfield, manager of the FoxModjeska Theatre, Milwaukee, Wis., used a couple of stunts that brought in excellent returns. As one, he tied up with ' a local automobile company for the use of a new car, with chauffer, for transportation of a red-headed girl through the principal thoroughfares of the city. Signs on the car ballyhooed the picture and also gave credit to the auto sales company. It proved a good plug. Other stunts included the promotion of a red-headed girl contest on the stage, admittance of all red-heads free on the opening night and a walking book ballyhoo. The latter was a real attention-getting gag, Joe tells the Club, and in connection with this he secured a window tie-up with a big drug concern for a display of the book. A photo of the book gag is herewith reproduced. Joe is also working a stunt with the organist which he says is clicking along in great shape. Every Friday he puts on a "Challenge the Organist" night, patrons receiving a printed slip which they fdl out with a challenge to the organist to play some melody. A box is provided to hold the slips. If the organist is "stumped," the challenger receives a pound box of candy. The gag has caught on so nicely that he is now changing from candy to hams and bacon, promoted from a meat market. It appears to be sure fire, from the account, and does not involve any expense on the part of the theatre. It looks as though that last gag is a winner, Joe, and we're sure that a lot of your brother Club members are going to make use of it. Keep up the good work and let us hear from you often. Rosenfield Sends Club Several Gags That Went Over Big