Motion Picture Herald (Apr-Jun 1931)

68 N4 0TI0N PICTURE HERALD June 2 7, 1931 Bill Thomas Gets Attention Out West With Bill Post Gag resourceful P. A. Bill Thomas, If you want to try something different in your community in the way of an attention-getting stunt take a glance at the photo on this page of the two dressedup bill posters slinging the paste brush on the "Dracula" 24-sheet. This one was engineered by that of Universal, when this picture played the Hollywood Pantages Theatre. Thomas had the two men dress up in a "Count Dracula" outfit and timed the pasting of the "24" at 12 o'clock noon. Crowds lined the street while the stunt was being pulled and the interest was reflected by brisk trade at the box-office. Questionnaire Stunt On "Father's Son" Used By Lou Smith A ijucbiiuiuiairc gag on "Father's Son" is receiving a favorable share of attention from the neighborhood boys, writes Lou Smith, former manager of the Highway Theatre, Brooklyn. Distribution of the questionnaire was, of course, made in advance of the showing and the herald bore notice that the first fifty boys who correctly answered the questions would receive a free pass. The names of winners were posted in the lobby. The questions related to U. S. historical events and biblical characters and most all of them are of a nature that the average school boy is instructed on in the course of his studies. This appears to be an excellent means of arousing interest among the younger generation, Lou, and we're glad to hear that it brought you much favorable returns. Also note that schools are the logical points of distribution for matter of this nature. CLUB EMBLEM PIN!!! Lhc This Blank: Managers' Round Table Club MOTION PICTURE HERALD 1790 Broadway, New York Kindly send me, postpaid, Club pins, for wJoicb 1 enclose payment at $1.00 per pin. Name of Member Theatre Address City State Sid Holland's Big "Cimarron" Drive Put B. 0. Over Top When "Cimarron" was originally booked to play his house, Sid Holland, manager of the Paramount Theatre, Hammond, Ind., along with his associatites, decided to take a readymade advantage of the big National Campaign plus the success of the picture in Chicago and other key cities, and simply announced that the picture was in town. But SOMETHING, over which he tells the Club he had no control, made him and the staff go out and sell the attraction for all that it was worth. The Club opines that this Something was just Holland's natural born showmanship coming to the front, whether he will admit it or not. Anyway, here's the story in his own words : "Our first step was to take advantage of one of the biggest auto shows to be held in this part of the country, two weeks in advance of the opening of "Cimarron." In exchange for adequate space for our displays and for seating of an audience we agreed to furnish some entertainment. "Our next step was to wade mto an extensive billing campaign in Hammond and surrounding territory, using two-sheets, 24's, window cards, heralds, set-ups, window display and school bulletin boards. Book marks were distributed in local libraries and 2,000 special sales postcards were mailed. "Our newspaper campaign consisted of teaser copy, starting three and a half weeks in advance of the opening. Small ads were taken in the Weeklies of rural surrounding towns. We took a little over average space in selling this attraction, but stayed within our newspaper budget. "Three weeks in advance of the opening teaser trailer strips were spotted in all programs (usually four six-inch strips in the program). A week in advance of the opening the regular trailer was used. Four days in advance of the opening our organ novelty was prepared so as to feature the "Cimarron" theme. "Our lobby in advance of the opening carried an overhead shadow box, a special art panel as well as a side wall shadow box. A special front was built for the attraction and the brilliance of this is best described by the accompanying photo." Holland states that the record-breaking gross resulting from this campaign is particularly outstanding in view of the fact that his "opposition" was playing a popular star at one house and doublefeaturing at the other at 20 and 30 cents. This, Holland believes, warranted the extensive campaign and the gratifying returns bear out his claims. A great effort, Sid, and one that you can put down in the book on the winnijig side. We are glad to pass along the good work to your brother showmen. Many thanks for sending this in for the Club's Third Anniversary, and we know that you are not going to forget us in the future. Nicol Is Boosting Box Office Nicely With Country Store Country Store Nite is boosting trade for M. H. Nicol, manager of the Palace Theatre, Waterloo, Ohio. We are displaying a cut here which will give readers an idea how Nicol • arranges his collection of goods. During the week the counter is displa3-ed in the theatre foyer and each Friday, when the Nite is held, it is placed out in front of the theatre. M. H. tells the Club that people in his town are very much interested in the gag and indications are that it will pick up from week to week. The entire cost of the counter came to $12 and it was made by the art department.