Motion Picture Herald (Apr-Jun 1931)

66 MOTION PICTURE HERALD June 27, 1931 Fox CONGRESI^ ST. JOHNS AND BUFFALO AVENUE Td. HAddingway 3 2700 or 2701 Roof Garden OPEN EVERY FRIDAY SATURDAY & SUNDAY THURS.. FRI. SATURDAY JUNE 4. 5. 6. 2 DIG SHOWS A DIGNIFIED CIRCULAR! Measuring about six by nine inches, this fine looking circular was printed on a good grade of stock for the Fox Congress Theatre in Brooklyn, N. Y. We particularly want to call your attention to the neatness of the copy and the way it is laid out. Sensible use of some rule also enhances the appearance of this piece of printed matter and lifts it out of the usual run of theatre circulars. The man responsible for this throwaway had three things to sell : "Skippy," the theatre's roof garden and a cool house. This he succeeded in doing as a glance will reveal. We wish we could impress this type of circular on the minds of many other managers who, liking such a medium for advertising, use them quite frequently. Unfortunately, however, there are but few out of over three hundred that we could select for reproduction. Some were poorly printed, others were jammed full of unnecessary copy, others had too many cuts, etc. We are not trying to tell you how yon should make up a circular or herald. We are merely showing you what the other fellow is doing by way of those circulars which we feel are above the ordinary. If you like their style you are welcome to the idea yourself. Skippy JACKIE COOPER 1 ] Other Men's Women MARY ASTOR GRANT WITHERS REGIS TOOMEY COOL AT ALL TIMES GIGANTIC COOLING PLANT In OPERATION "MAKE THE CONGRESS A HABIT, IT S A GOOD ONE" Give Louis Lamm A Cheer For Co-op Ad On ''Finger Points" We've seen a lot of co-op pages and we've published quite a number of splendidly arranged double trucks on the subject but the Club will certainly have to give Louis Lamm, manager of the Palace Theatre, Lorain, O., a pat on the back for getting one of the finest breaks on a current attraction we've ever seen. The whole trick amounted to taking advantage of a "natural" title — "The Finger Points" — and how it points ! In every ad the "finger" points to the ad copy. Take a look at the cut on this page and see if you don't agree that Louis made some killing on this one. And look at the break the house gets on current and coming attractions. "THE FINGER POINTS' MOTHERS^DAY THE MOVIE "FINGER POINTS».^BETTER SHOWS-BETTER VALUES Alright, Louis, go to it and get some more of the same kind. More power to you. We also note that the Palace and your Club staged_ a Third Anniversary at practically the same time. What can this be but a good omen? We thank you for sending this matter along and know that it will prove interesting material to your brother members. Don't forget us in the future. Chicago's Big Jubilee Week Inspires Walt Auerbach's Co-op Ad Center St. Merchants Are Reliable and Progressive ■ They Help The Communily You Live In Trade In Your Neighborhood GIVEN AWAY FREE EVERY WEEK 40 Theatre Tlekels Given Awav Weekly And A Yearly Pass To The Lane Court Theatre. C'.a.k and Center Sts., As Grand Prize -RULES They're holding Jubilee Week out in Chicago as we scan a recent contribution to the Club from Walter S. Auerbach. manager of the Lane Court Theatre, Chicago, and from the evidence ^^^=^^^^=^=^^= we have in front of us regarding Walter's part in the celebration we believe he intends to cash in on the celebration. The Lane Court Theatre is on Centre street, one of Chicago's busy shopping centres, and the Centre Street Business Men's Association is not only acting in concert with the city-wide movement but is staging a three-months' drive of its own, a part of which the Jubilee celebration will be stressed in good old Centre street fashion. As a trade booster for the occasion Auerbach sold a weekly tab paper, which has a considerable circulation in his district, the idea of running a co-operative page with the mis-spelled word gag as the come-on. Most of our members, we believe, are familiar with the rules of this stunt ; that is, the running of a co-operative page of small ads, several of which have words that are misspelled. The gag is to find them and send answers to the theatre and thereby receive a pass. We have pages from two issues of the tab at hand and can see that the idea was liberally supported by the merchants. We are reproducing a box that Auerbach used in the center of one of the pages for the benefit of those who may wish to try a community move of this nature. It is our personal opinion that they not only serve to boost business but vastly aid in building up good trade relations between merchant and theatreman. You will note by the accompanying cut of box that Auerbach saw to it in the matter of giving the merchants a good break on copy. The rules, as outlined, will explain it all plainly for anyone who wishes try a similar co-op ad. The Club thanks you, Walter, for remembering it and hopes that you will continue to do so. We also hope that Jubilee Week pans out to be a winner. Fmrf The M.upelled Word. In TKr Ad. Clip Oui The Adt Th«l Hn.c Th* E.i Them Te Your Uller. On A S.p.e.le Corree, Spellinj.. Send To The No. flf.t 20 Pe.wni The! Contribute Corr 2 Cur.l Tieket. To The Une Court Tl Be In By Thuriday Morninf. Re.d Ever, Ad On Thl, P.je And Wi The Per»on Who H., The Met Corr, Conte.E, U hich I. To L..I For A Numb : Good For An Entire ' 0( Poper Give Th. The. READ EVERY AD ON THIS PAGE Nolan And Howard Use Attractive CutOut On ''City Lights" When they played Charlie Chaplin in "City Lights" at Loew's Rochester Theatre, Rochester, N. Y., Manager Nolan and Publicit}' Director Howard turned out a novel cutout for =^^=^=^=^== lobby display which well nigh reaches a state of perfection. Note the exceedingly true-to-character pose of the star and the realistic background arranged by these two live-wire showmen of Upper New York State. This was but one of a series of aggressive exploitation stunts responsible for record-breaking attendance during the run of this picture at the Rochester. If any members of this Club are still shy a pattern for a cutout display for "City Lights" we should have no hesitancy in recommending the above. A regular Chaplin poster plus compo-board and a little art work or other ingenuity will work wonders towards the making of an attractive display. The Club is indebted to Nolan and Howard for this contribution and hopes to publish further examples of their show selling at Loew's Rochester theatre.