Motion Picture Herald (Apr-Jun 1931)

June 2 7. 1931 MOTION PICTURE HERALD 61 Weshner Promoting Large Kiddie Klub At Very Small Cost At the cost of but 10 free tickets each week Ben Weshner, manager of the Royal Theatre, Bloomfield, N. J., is getting a splendid break in the way of publicity from his local paper , by the promotion of a Kiddie Club contest on the Junior Club page. With this small outlay the stunt ought to prove popular, he thinks, so is passing it along to other members. There are two boxes on the page, one devoted to a membership coupon and an inducement to win free tickets and the other to names of kiddies who received awards for best stories, drawings, letters, poems, etc., the week previous. The prize-winning contributions are published from week to week. Ben, when you ask the Club what it thinks of this means of promoting interest and good-will we can only answer that we believe it to be a corking method. The very fact that your paper records a membership of over 1,500 members in the Junior Club is ample evidence of the interest the kiddies are taking in it. And at the cost of but ten passes a week, we can't see how anyone can go wrong promoting a scheme of this kind. Let's hear from you again in reference to Bloomfield show selling, Ben. Right? Stribling Stresses Color Combinations On ''Birth of Nation" THE SUPREME PICTURE OF ALL TIME IN ,rn,,^,r^ , A color scheme of red, white and blue was stressed in all advertising done on "Birth of a Nation" when J. E. Stribling played this picture at the Rialto Theatre, Oklahoma City, Okla. The front of the house was also dressed in the same colors and advertisements in newspapers carried out the same idea. We are reproducing a sample of the newspaper advertising in black and white, the centre portion now black appearing in red with white lettering on ''Birth of a Nation" copy. It was Stribling's intention to have the ad in red, white and blue but being informed at the last moment that this could not be done he had to take the next best offer, that of red and white. Also take note of the reproduced photo of the Rialto's front where the same red, white and blue color scheme was carried out, both on marquee signs, lights and decorations. A large collection of stills on the picture was a further means of attracting public interest. We believe that all Club members will agree that the use of color in ads is a surefire means of provoking a reader's interest. Any member who wants to try this method occasionally is advised to take up the matter with his local newspaper advertising manager. It has been our experience that most papers will cooperate in the matter of running color at but a small extra charge in ad rate. When J. E. wrote the Club he was in the midst of preparing his June calendar of attractions and we are going to anticipate hearing further from him just as soon as he can find the necessary time. In the meantime, he's signing off until then. ^^The Showman's Calenda JULY 1st Battle of San Juan Hill (1898) Battle of Gettysburg (1863) Dominion Day — Canada 2nd Garfield's Assassination (1881) 3rd Idaho Became a State (1890) 4th Independence Day 6th John Paul Jones Birthday (1747) 10th Wyoming admitted to Union (1890) 11th John Quincy Adam's Birthday (1767) 12th Orangeman's Day 15th St. Swithin's Day 17th Sherman's March to Sea (1864) 18th America's successful attack on Chateau Thierry (1918) 21st Battle of Bull Run (1861) 24th Pioneer Day — Utah 25th Occupation Day (Porto Rico) 27th Wireless between Japan and U. S. (1915) 31st Lafayette Arrives from France (1777) Don't Overlook Those Local Events and Celebrations! Harvey Opens Bobby Jones's Series With Diversified Effort For an opening campaign on the Bobby Jones series of golf pictures, E. J. Harvey, manager of the Roger Sherman Theatre, New Haven, Conn., has fired a salvo of diversified ammunition. On the day prior to the opening of the first picture the first shot consisted of the breaking of a full-page of co-op ads, handsomely supported with gifts which included a set of golf clubs and an outfit for a man and a woman. This was accomplished at no cost to the theatre. Arrangements have been made to promote one of these pages with each of the series. While the rules of the municipal golf course do not permit distribution of advertising matter in any form on the green or in club house, it was arranged to have any member making the first hole in one stroke below par receive a pass good for one admission to see a Jones reel. It was also agreed that a bulletin, explaining how one could win a pass, be displayed on the club board. In this way Harvey managed to get over his message without infringing the rules. Other features of the campaign are window tie-ups with sporting goods and clothing stores; the distribution of "tee" cards, with holder for a tee, and a blotter follow-up showing calendar dates in red for the entire series, for distribution in offices, hotels, libraries, clubs and the C. of C. It looks as though you've started a corking campaign, Harvey, and we'd say you are going to reap full benefit from the booking of these reels. The subject is a timely one and the Club believes it is offering sound advice when it reminds all members to get all they can from the portrayal of a popular sport by a popular playerstar.