Motion Picture Herald (Nov-Dec 1934)

November 10, 1934 ROUND TABLE CLUB 7! Pirate Spirit Permeates . Waterfront and Town For his date on "Treasure Island" Max A. Cooper, skipper of the Fox, Hackensack, N. J., made that town pirate-conscious by effectively permeating it with the buccaneer spirit. Besides covering the waterfront with an old schooner, the mast of which carried theatre banner. Max paraded his ushers through the streets dressed in pirate costumes, and later set them on a float which toured the shopping centers as well as the schools in the late afternoon. An attractive tableau (see photo) was arranged in the lobby by having ushers pose before a painting based on a scene in the feature. A coloring contest, into which schools were tied, was run in two dailies, winners receiving passes. Guest tickets were also awarded to Junior High School pupils for best essays written on the book. Special schedule accommodated classes which came in groups accompanied by teachers. Work For a Quigley Award! Teaser Card Sells "Cleo" Joe Yovin, Crescent Theatre, Astoria, L. I., as part of his teaser campaign for "Cleopatra," used tack cards all over town printed in red and blue reading : "Meet me at the Crescent Theatre, Wednesday night." In lower right hand corner in smaller letters was "Cleo." Work For a Quigley Award! Zimbalist's Gum Handout Al Zimbalist, publicity head of the Warner Theatres in St. Louis, Mo., effected a tieup with local gum people for samples to be handed out at the various houses during the "Six Day Bike Rider" engagement. Hope you gave the gum to the kids on the way out, Al. Work For a Quigley Award! Taylor Myers Puts On "Merry-Go-Round" Nite Taylor Myers, Broad Theatre, Columbus, Ohio, tied up with one of his leading hotels to stage a "Transatlantic Merry-Go-Round" night, theatre presenting gold loving cup (see photo) to best dancing couple to tune "If I had a Million." Affair, tunes and picture were plugged over radio station week ahead, cards placed on restaurant tables and cup was displayed at hotel and duplication in jeweler's window. Window streamers and heralds were distributed and girls at music counters plugged songs. The "employ someone and get a guest ticket to see, etc,, etc." gag was used in want ad section. Work For a Quigley Award! Caldwell Contacts Schools On "Every Woman Knows" Special letters were sent out to principals of all public schools with announcements on bulletin boards by Wally Caldwell at the Valentine Theatre, Toledo, Ohio, for his "What Every Woman Knows" date. Display of mounted stills with theatre and play date credit were planted in book department of store. Invisible electric sign announcing picture title was placed behind screen, brought up on dimmers during trailer and fading out at finish. Star head stills in silver frames were placed in windows of well-known jeweler, Coojyer's Pirates Pose in Lobby Smith's "Barretts" Street Bally . RIDE T(rE_3Ti.;5:ET CiR_ AKO AVOlD PAPKING_PBOBL£MS BIlHiEBHHaaSi?!) Woods' "Cleopatra" Trolley Car Myers Presenting Loiiiig Cup poster cutout in furniture store and one sheet cards tacked back to back on upright standards in downtown public parking lots. A special atmospheric compo board front entirely surrounding box office and frames with star's full name in cutout letters, studded with 10-watt amber lamps formed another high spot of Wally's campaign. Smith Stages Teaser Bally for "Barretts" A street bally that was a little out of the ordinary was staged by Bob Smith, manager, and Frank Shea, M-G-M exploiteer for "Barretts of Wimpole Street," at the State Theatre, Los Angeles. An old-time carriage with coachman and footman dressed in period uniforms, sat on the box driving quaintly dressed old lady to various stores where she made small purchases. When questioned by the curious, she handed them small printed announcements of play date, etc. No banners were carried on the carriage. Goodyear blimp flew over city with trailers and special "Barretts" streamer was used on windows in downtown districts. Libraries distributed bookmarks calling attention to picture and Browning poetry. Library board further cooperated by sending letter to all branches asking each head to do his share in stimulating interest in picture. Department store used window display of original costumes worn by Miss Shearer, theatre in return exhibiting mezzanine display of perfumes. Work For a Quigley Awatd! Jacob's Endorsement Card A novel throwaway was gotten out by Sidney Jacobs, Sheridan Square Theatre, Pittsburgh, Pa., on "One Night of Love," in the form of a neatly printed white card, to the upper left side of which was a small blue badge to which was secured gold star. Copy read, "A personal endorsement of the blue ribbon attraction, etc., etc." Sid's name was signed at bottom of card. Work For a Quigley Award! Coloring Contest Features "Cellini" Boston Date Tying up with local perfumer, Joe Di Pesa, of Loew's State, Boston, Mass., promoted imprinted paper bags for "Affairs of Cellini," another merchant using window display on Constance Bennett hats and coiffeur with stills of star. Teaser heralds with copy "What a lover — what a liar" printed in five different languages were distributed about city. Coloring contest was run in newspaper with cash and theatre tickets as prizes for the best color combinations, and window displays on books were arranged with leading drug chain and department stores. Work For a Quigley Award! Woods Breaks Church And College Papers Securing mention in a monthly church magazine and college papers was part of an advance newspaper campaign put on by Manager C. Clare Woods, on "Cleopatra" at the Paramount, Salt Lake City, Utah. College paper carried story and ad on picture, the edition distributed free to all freshmen registering on the opening day, while a scene mat and theatre underline appeared in the church journal. Generous newspaper breaks were obtained. Among the prominent guests attending the opening were the Governor, Mayor and president of the ^lormon Church. Bannered street car (see photo) made downtown section and lobby setpiece, center panel an elaborate oil painting of star in character role, was also exliibited. Stan Samuelson, art director, ably assisted.