Motion Picture Herald (Apr-Jun 1931)

June 2 7, 1931 MOTION PICTURE HERALD 67 Diversified Effort Puts ''Trader" Over Big For Fred Perry From Fred Perry, manager of the Capitol Theatre in Binghamton. New York, we get word of the successful campaign he engineered when he played "Trader Horn" at his theatre • recently. Apparently, there was very little that Fred didn't do to put this one over, because he tells us that he is sending us but part of the campaign. The picture below shows how he dressed his front in atmospheric effect. The entire box office and entrance decorations were obtained gratis from a local greenhouse in exchange for the publicity the theatre gave the concern. Through the courtesy of two leading naturalists in his neighborhood, he was able to borrow specimens of several rare African birds, monkeys, leopard skins, buffalo skins, an elephant's foot, spears and other articles. These were placed in glass cases and used to excellent advantage as a lobby display. In addition to this he tied up the schools by getting permission from each local school principal for the students to get a half day off to attend the show. And anything you are able to tie children in on, you are assured of getting plenty of word-of-mouth comment. Fred' tells us that his campaign shattered all previous box office records in Binghamton. And since we're all out to do the same thing, you'd better put this one in your tickler for future use, the best part of it is that this need not be wedded to this particular picture. . O. K.. Perry, remember us to the boys up your way and don t forget us when you put over your next campaign. Covered Wagon Used On 'Cimarron' Helps Comerford Sell Show A street ballyhoo was used to excellent results by J. T. Comerford, manager of the Shawnee Theatre. Plymouth, Pa., when selling "Cimarron." The outfit consisted of a small covered ^i:=^=;=;^=^=i wagon pulled by a tandem of seven Shetland ponies. The head pony had a boy on his back, and the covered wagon carried copy about the picture, theatre and playdates. The accompanying photo on this page will give an idea of how the ponies were hooked up. The stunt was a novel one and J. T. tells us it not only attracted plenty of attention, but sold the picture, too. Thanks for sending this in, J. T., and remember the Club in the future. PROGRAM ECONOMY! Many theatres, faced with the usual drop in business during the summer, are now using a two-weeks' program instead of the customary weekly aft'air. Under the weekly plan the cost was as follows : 5,000 programs cost about $20. Mailing 3,000 cost them $30 plus envelopes which cost $6.50 making a grand total of $56.50. Taking the two-week plan it figures something like this : 7,000 programs (the extra 2.000 to cover the second week for theatre distribution) cost $28. Mailing figures are same as above except that this expense only occurs every second week. The total would then be $64.50 for two weeks as against $113 under the once-a-week plan. Making a saving of $48.50, which over a period of ten weeks represents a sizable amount of money. Understand, these figures are average and would vary according to the quantity used and the number of programs mailed. But you can figure it out according to your own accurate figures. Those houses now using this plan claim that it is answering the purpose and well warrants the switch in view of the saving involved. Tucker Has RecordBreaking Week With 'Skippy' Down South NOW •BEHIMi 01 Fl( E DOOBS" STABTINfi SATI BPAV AT 11 A. M. The Mat n. mc.'l the Screen He; Tver Presriltd As S. B. Tucker, manager of the Byrd Theatre, Richmond, Va., writes the Club in reference to the Third Anniversary issue his house is experiencing a recordbreaking week with "Skippy." ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^■^^ S. B. is all pepped up over the success of his campaign and is passing it along for the benefit of his brother Cliib members. Ten days in advance of the regular showing Tucker tied in with the Parents-Teachers' Association, the Woman's Club, Y. M. C. A. and Boy Scouts for a special preview showing of "Skippy." Members of each organization were well represented at this performance and cards were handed them for an expression of opinion on the picture at the close of the show. Many well known citizens of Richmond were present and the cream of these comments were picked for use in following advertisements. We are reproducing one of the several ads run in connection with the endorsements made by prominent citizens and you will note that the opinions are right to a point in the way of boosting the show. ^ I Another effective tie-up Tucker made on the above picture was an arrangement with a local distributor of tooth-paste for distribution of samples of the product to pupils of seven schools. A card was gotten up (about the size of a postcard) with a cut of "Skippy" in the left margin and with copy reading : "Do not be like 'Skippy' ! Brush your teeth regularly!" Space directly in the center of the card was reserved to carry a glued sample of the tooth-paste. Additional exploitation included a tie-in with the Yellow Cab company for the placing of tire covers, advertising "Skippy" on all cabs and cars of employees. The Club congratulates you, Tucker, for putting over such an effective campaign on this picture. We are particularly interested in the preview you arranged to secure endorsements for ads. As an advance campaign on "Subway Express," he effected a tie-up with the local Lucky Strike cigarette factory which netted him the placing of 50 additional tie-ups in cigar stores without the usual granting of passes to the theatre. The company also allowed him to place announcements on all bulletin boards in all factories and the privilege of distributing tabloid heralds to employees. A tie-up was also made with the Domino sugar company to hand out sample packages of sugar to all ladies attending matinee performances. OPINIONS OF SEVERtL WHO SAW THE J>IIEVIEW LAST WEEK One of (he b*Bt pictures fcr ft^ults «e well *^ rhildren I have erer seen. ~lUr>. Henry Ue. Staple;. +>icelleiir. Is • |)Ic(tirJ thai every parent «hou!il sfe. Rj"veals murh oi the conflict ct childhood with rpcanl to outpresent home sltiiailon*. H. A'Mcrn. One of th* ven best plclinrs I «-ver sa«. 1 /eel «hUe rhildivii ulll enjoy It Is more for "ffrtAvnnp*." \ fptendid sMidy in psjrholocr. — .Urs. fi. L. Simpion. I mlvise every Mother iin<l f'alher lo see '•.'Jklppy" H9 It will cive them n hetter undtTyf'afldlng ot their l>ov. -?.:rt. Ruth G:bh!