Motion Picture Herald (Sep-Oct 1934)

September I, 1934 ROUND TABLE CLUB 61 Florist Tieup Attracts On Hartford "Man" Date Featuring Manager Jim McCarthy's "Little Man" campaign at the Strand, Hartford, Conn., was an excellent hook-in with leading florist who gave the center of prominent window to a display of very large basket filled with colorful flowers. To this was attached a giant delivery tag (see photo) with copy. "To be delivered to Margaret Sullavan, star of 'Little Man,' at the Strand," etc., etc. Local bread tieup netted four-column free ad, stuffers in all bread packages and bannering of bakery delivery trucks all tying in to plug by the star, that the local bread "provided vitality for the 'Little Man.' " Special art stills were displayed in Eastman Kodak branch window, andgiant cut-outs of star were used in foyer advance. Universal exploiteer, Al Nathan, helped plant the various ideas. Work For a Quigley Award! Weshner Plugs O'Brien Local Angle on "Navy" Pat O'Brien used to go to school in Milwaukee, and that was the top tie-in of Zone Manager "Skip" Weshner on "Here Comes the Navy" at the Warner in that spot. Personal letters from the star and from Cagney to local leading columnist were featured in the newspaper publicity. Juvenile attendance was encouraged through cooperation with Secret Agent-X-9 Club of local daily, contest being run featuring questions about the navy, with passes to winners. Work For a Quigley Award! Midnight Show for Colored Patrons on "Wonder Bar" Terry McCary, Palace, Corsicana, Texas, ran a special midnight show for colored patrons, house reserved exclusively for them, on "Wonder Bar." The Black Land Recovery Tour local movement organized by Chamber of Commerce, was tied into the theatre with bannered truck touring neighboring towns. Back of truck was equipped with bar and free refreshments were dispensed. Street bally consisted of blackface act parading city plugging the "Goin' to Heaven on a Mule" number. Truck also carried negro in full dress attire on mule, whose antics amused onlookers (see photo). Boys paraded congested districts carrying teaser arrows reading "To Wonder Bar." Work For a Quigley Award! Snappy Temple Angles Worked by St. Louisans Al Zimbalist, effervescing Warner St. Louis exploitation head, forwards a few ideas put on by some of the managers in his division. Two on Shirley Temple are reported to have done well, Sid Johnson, of the Shenandoah Theatre putting out a "Reward" handbill, copy carrying photo and description of Shirley and stating — "if you know this child's father call Prospect 8256. She was left as security for a gambling debt. Ask for Little Miss Marker." Henry Riegel at the Maplewood Theatre, took himself off the nut for the cost of a lot of autographed colored stills of the kid star he gave away on the "Marker" date by selling the back space to a nearby store. A model airplane show stimulated the general draw for Henry Cole, at the Shaw McCarthy's "Man" Florist Window IsH 'liMIMIIlfllMII HHH. %eaire ■ McCary's Street Bally on "Bar." Rotsky's Front Goes Russian Ted Toddy Meets Georgia's Governor Theatre, and was worked in cooperation with a neighborhood radio shop which gave free lessons in model building to aspirants. Club was formed, applications distributed, and meetings are being held weekly, members promised that their creations will be shown in theatre lobby for prizes. Plenty of Atmosphere In Rotsky Campaigns Authenticity of the Russian scene was the basis of George Rotsky's advance on "Scarlet Empress" at the Capitol, Montreal, with two men garbed as Imperial Cossacks with uniforms, swords, etc., standing guard (see photo) in front of the guardhouses built as part of the front display. Infrequently seen in Montreal, the colorful Russian uniforms obviously attracted attention. Shop selling Russian antiques came in on window of priceless articles dating from the time of Catherine, and these were hooked in on date with stills and copy furnished by George. Work For a Qtiigley Award! Press Book Stresses New Lloyd Character In the press book on Harold Lloyd's "The Cat's Paw," emphasis has been placed upon the new characterization of the star, whose previous efforts have leaned more to gag comedy. The tag line, "everything new but these" — the last word referring to a cut of the famous Lloyd horn shell glasses — is carried in all ads. New book also carries exploitation as originated by the Fox crew differing from previous efforts, in which many ideas and suggestions from the field were used. All in all, a worthy job by Charley McCarthy's ad crew in conjunction with Leslie Whelan, who has worked on all Lloyd books since "The Freshman." Work For a Quigley Award! Governor Gives Toddy "Scrappy" Club Sendoff The club gag is being given a fast workout by Ted Toddy, Southern exploitation head for Columbia, his first sock in the campaign being the promotion of Georgia's Governor, Eugene Talmadge, who is seen in the accompanying photo extending his felicitations on the success of the "Scrappy" club organized at the Rialto, Atlanta. Tod is at the Governor's right, and to the left is Miss Eva Drew, secretary to Mr. Talmadge, and first honorary member of the girls' division. Among other of Tod's activities is the publication of Columbia's Southern Division magazine, a 12-page monthly, containing a lot of snappy picture dope and ideas, in addition to accounts of what the Columbians are doing in that part of the country. Work For a Quigley Award! Members Win Prizes In "Glory" Contest Round Tablers are conspicuous in the final results of the recently completed "No Greater Glory" exploitation contest arranged by Columbia. First prize of $300 went to Temple De Vilbias, Kiva, Greeley, Colo.; second, $200, Frank La Falce, Warner Theatres, Washington, D. C; third, $100. A. L. Cowan. Caldwell. Caldwell, Idaho : five prizes of $50 each to the following: L. P. Weaver. Opera House, Tucson. Ariz. ; R. D. Walsh, New Lafayette, Buffalo, N. Y. ; Morris Kinzler. Roxy, New York Citv: Milton Overman. Chief. Pueblo. Colo., and O. W. Williams. Billioz. Monett. Mo.