Motion Picture Herald (Apr-Jun 1931)

June 2 7, 1931 MOTION PICTURE HERALD 65 SELLING THE "KEEP COOL" IDEA FOR RESULTS! The Power of Suggestion, An Inrjportant Angle "Cool" looking newspaper ads will go a long ways towards selling the cool idea for your theatre. That is something every showman will agree on. And the frequent use of the familiar polar bears, cakes of ice, etc., etc., lend themselves admirably to the occasion. The group of illustrations on this page were all taken from the western edition of Fox's, "The Last Word" and will give you some idea of how^ that progressive circuit ' is encouraging the use of this type of material in their theatre's advertising. The three largest ones were designed for use as institutional ads to sell the coolness and OurCoolingPiantI OM the Coo/th / comfort of the theatre. These can be made up in any number of different ways, while at the same time you can use the drawings as part of a regular ad, if you take enough space to work it in. Or rout out the copy on the large ones and use the borders and illustrations with new copy. The small thumb-nails are all excellent little V eep You'll always en|oy a good show at the Rivoli The temperature in this theatre is never over 70 degrees the best temperature for -comfort and health FEATURE RIVOLI The illustrations on this page and part of the text is from the western edition of 'The Last Word," of the Fox West Coast Theatres. To that house organ we are indebted for the opportunity of passing along these timely suggestions. as the North Wind STRANI^ plugs for your house and are bound to appeal to the humorous side of the prospective patron. Constantly used in your daily ads, they should help a lot to get the "cool" idea implanted in the minds of your customers. Last year we were successful in securing a batch of these mats for members whose the MAN would feel at home in this theatre . . The coolest breezes are constantly circulated through the house for your enjoyment .and comfort. When ,you're looking for entertainment come to the Liberty theatre and see a good show ilBERTY atres were not considered opposition to Fox houses. Whether we could do this again we do not know but if you would like a mat, on some of these illustrations, drop us a line and we will try to get them. Inside the Theater Aside from your regular newspaper propaganda to implant the "cool" idea in the minds of your patrons, there are many other valuable angles worthy of your consideration. For example, you might make a tie-up with some local merchant and serve iced tea_ and coffee. Soda fountains will co-operate with a "Joan Crawford Special" or "Janet Gaynor Parfait." Local bottling works are good for a tie-up. Try anything that will tie-up coolness with your theatre. A swimming stunt in the municipal pool or bathing pavillion. An ice-melting gag in the lobby or in front of the theatre. Small cut-outs frozen by your local ice plant into the center of a large cake of ice. Florist tie-ups can also take in the furnishing of ferns and greens to be placed about the lobby and foyers. Cut flowers for the ladies' lounge rooms, etc. Possibly a beach-costume show in your main foyer through the aid of a local merchant selling such merchandise. Or, Some Institutional Slants To Stinnulate The "Heat-Struck" B. O. better still, if it can be worked, a bathing beauty parade on the stage along the lines of the fashion show idea. Houses with expensive refrigerating apparatus must, naturally, work out their advertising campaigns along more definite lines in view of the fact that their theatres can be kept so Cool and refreshing. Here you have the type of house that not only preached "coolness" hut is actually cool. They are in the best spot during the warm weather. Neat icicle displays around the edge of the marquee, incorporated in the sign work and displays, or erected about the marquee. These Dontsit in the^ ICE Bo: and any similar ideas are always suitable for the majority of theatres and help get the idea over. Various other warm weather suggestions have been carried in the Club section during the past month or so and those who follow the pages regularly are probably making use of some of the ideas published.