Motion Picture Herald (Nov-Dec 1934)

November I 0, I 934 ROUND TABLE CLUB 69 MANY CIRCUIT HEADS ENDORSE COMPETITION Arriistrongs "Cleopatra" Style Window Lands Ace London Store on ''Cleopatra ' Coverage of distinction was obtained b)' able John Armstrong, London Paramount Theatres director of advertising on "Cleopatra" at the Carlton Theatre, commendable cooperation being secured from leading stores and the newspapers. The Daily Express among other things carried a fourcolumn illustrated story by stylist on inliuence of the picture on current modes. Selfridge's followed this up with an entire window (see photo) on the picture with cutouts-of Colbert as Cleopatra and models of styles inspired by her costumes. Article from paper was conspicuously posted and display bordered with production stills. Striking was the inner lobby display at the theatre (see photo) wherein the walls and box offices were decorated with panels and figures in the mood of the feature. Another activity is reported by Armstrong, who forwards a copy of "Sketch," famed English weekly, which carried a page of photos on the wax figures of Marlene Dietrich which John placed in Tussaud's Wax Works some time back, campaign being reported in these pages. Work For a Quigley Award! Toups Holds Screening Day prior to opening of "Count of Monte Cristo" Rodney Toups, Loew's State, New Orleans, held a private screening for local critics, historians and educators which brought word-of-mouth publicity in schools and feature stories in newspapers. Sound truck visited various schools throughout city distributing jumbo circus heralds, Toups also placing special booklets and bookmarks in libraries. Work For a Quigley Award! Armstrong's Striking "Cleo" Lobby Leading Theatre Executives Urge Managers to Forward Campaigns in Last Months by A-MIKE VOGEL To be noted with gratification is the widening of interest and spreading cooperation in the Quigley Awards as this international managers' competition enters into the final two months of the year. Cooperating from the very beginning, J. R. Vogel and Oscar Doob of Loew Theatres have officially approved the purposes of the Quigley Awards, and in "Loew-Down," weekly ad bulletin, Mr. Doob has again invited all managers to forward campaigns in November and December. Zone Directors Enthusiastic Lionel H. Keene, Loew's Southern Representative, is another firm believer in the Quigley project and is urging all managers in his zone to participate. Carter Barron, W. A. Finney and Harry Long are other Loew zone chiefs who are boosting the idea. E. A. Cuddy and Harry Browning, of M. & P. Theatres, continue to lend valuable support in New England, Mr. Cuddy bringing to the attention of all managers the various "Mentions" earned by showmen in his circuit. Mr. Browning writes as follows: "The boys in the field are beginning to take more of an interest and am sure that there will be a greater response in the future." Warnerites Harry Kalmine, Marshall Taylor, C. J. Latta, Joe Feldman and Jules Curley are long-time boosters and from E. E. Whitaker, City Manager Lucas and Jenkins Theatres, Atlanta, Ga., comes further assurance that the showmen of this organization are also in line. Harry Shaw, Loew New England chief, is another of the many theatre executives throughout the country who are heartily in favor of participation of their managers in the Quigley project. Elaborate Entries Unnecessary Thus it becomes evident that the Awards are established in the opinions of theatremen everywhere and that the winners of the monthly plaques, Firsts and Honorable Mentions are winning valuable recognition from their superiors. As we go to press, the judges for October are convening and their decision will be made known in the next issue. Many excellent campaigns have been received, their standard of showmanship measuring up to the previously high levels already established. Again attention is directed to the fact that it is not necessary to lay out entries elaborately or artistically. While this phase is not to be discouraged, nevertheless at all times campaigns are judged purely on merit, and how they are presented means nothing at all in the final selection. This is emphasized for the information of those sho\\'men who do not have the time or facilities to "pretty up" their entries, and this assurance of full consideration to all entries should clear up any possible misunderstandings. Preparations are going ahead for the presentation of the Grand Award which, as has been stated, is to be presented at the end of the year for the best campaign selected by the judges from all those entered in the Quigley competitions during 1934. Descriptions of this trophy have been carried in previous issues. Two months more for the monthly Quigley Award and then the Quigley Grand Award for the best campaign of the year. Better begin to prepare that November entry now. Work For a Quigley Award! E. M. Fay's Suggestion Published as Ace Ad Quite some months ago, when it first appeared as a stage attraction sponsored by Eddie Dowling, "Big Hearted Herbert" favorably impressed itself upon E. M. Fay, prominent New England exhibitor, to the extent that he recommended it as excellent screen fare to Warner Brothers. Acting upon his suggestion, the brothers obtained the rights to this hit play and in film form it was recently released, one of the premiere engagements rightfully enough scheduled for Mr. Fay's circuit, at the Majestic Theatre, Providence, R. L Below is a reproduction of the letter Vv"ritten by Major Albert Warner to Mr. Fay, which was published as a gracious appreciation of this exhibitor's suggestion, at the same time serving as an effective ad. ^ October 2, 1934 j Mr. pdward H. Pay, I Majestic Tlieatre,1 Providence, R. I. Cear Ed.: One gets a real, genuine thrill la having an Idea, not merely dreanlng about It, but seelnj it perfected to Its final realization. Your suggestion and Idea to us to buy the stage play, "BIO HEARTEB EZSBERT", for notion pictures was carried through to what I an sure will be a very successful proposition. To you «bo gave ua this Idea we are proud to acknowledge it and than^ you foi^ sane, a.-.d I ar: sure when yotl have *een this wholesoM cosecy you will agree with ne that all of its beautiful charr. and Interesting ontortalnnent have been retained— If not laiproved upon. With kindest personal regards, I Sincerely yours, MAJOR ALHEBT KARK^R SEE -BIC-HEARTED HERBEIlT AT THE MAJESTIC THEATRE OrEHINC TOMORBOW WITH JOE E. agOW?< IN -< DAY BIKE RACE" Graciotis aiid Unusual Ad