Motion Picture News (Oct-Dec 1930)

122 Motion Picture News October 4 , 1930 MANAGER!' ROUND TABLE CLUB STAGE WEDDINGS— B. 0. GOLD MINES! WE have often wondered why some showmen would insist on looking for the pot of gold at the end of the rainbow, when right before them, in the form of a stage wedding, lies one of the prettiest pots of gold they have ever seen. What a knockout stunt this stage wedding business has turned out to be! Everywhere we went on our recent tour, we were almost sure to hear some comment passed regarding the value of the wedding gag. The showmen in the Middle West were particularly enthusiastic about it, more so than elsewhere, though throughout the country not a single kick was heard. Stage weddings, when properly handled, ALWAYS clicked. The showman using the gag always wears a smile the next day. When we returned to Club headquarters we decided to go into the matter more deeply. Accordingly, the back files of the Club pages were consulted, records hauled out, and we set to work. The result was astounding. Out of thirty some odd accounts of stage weddings brought to our attention, not one failed; hundreds (and at times thousands) of dollars had been promoted; showmen who had been especially successful had made them a bi-yearly feature reams of newspaper publicity had been secured, and the house had been established on a firmer good-will basis. Planning the Campaign Our next move was to dope out the most valuable features of the accounts on hand and compile them, with a view to presenting — as near perfect as possible — a complete, and, if strictly adhered to, fool-proof campaign for a stage wedding. It would take up considerable space to list the names of the showmen whose ideas have furnished material for this account, so we hope they will forgive our not mentioning them. In the layout below we have attempted to tabulate, and elucidate as best possible, the steps that we believe should be taken by a showman whose town offers him the facilities which the entire campaign requires. However, if you are located in a small town, don't be depressed. This campaign is meant for you too, the idea being to pick out what you can use, and put the rest away in your file, till such time as you can make use of it. Get the Bride and Groom Your first move, of course, is the most important one — that of securing the bride and groom. The next step is to try and promote your local newspaper as sponsor. Having secured that (or even if you haven't) the local dealers are then in line for the proposition. The dealers especially necessary are: Haberdashers, milliners, shoe stores, ladies' wearing apparel, men's wearing apparel, photographer, jeweler, auto dealer, furniture store, department store, florist, and printer. By offering credit lines to each and every dealer, and impressing upon them the value of the free advertising which you are going to give them on your screen, in your lobby and house organ, you can promote gifts for the couple. In order to keep on the good side of the newspaper sell the dealers the idea that a full-page or double Keep This in Mind!! This is designed, primarily, as a rough suggestion only. You can probably find fault with many points contained in it. But the frame-work is here. Build your structure according to the materials you have to work with and, if this little story will prompt you to work up one of these profitable stage weddings, then we have fulfilled our mission. We suggest you pay particular attention to the details of the actual stage weddings in this, or past, issues of the Club pages. There you will find all the dope as successfully executed by brother managers. "Chick" truck co-operative ad will be of immense value to them. Show them how they can advertise the merchandise in the paper. The gifts donated by the merchants should be placed on display in the store windows and the theatre lobby. Another angle is that of having the Mayor send a personal letter to you wishing you success on your venture. The Chamber of Commerce should do the same thing. These letters can then be used for newspaper ads and screen heralds. The local bank can also donate some money for an account to be given to the newlyweds. There's always the possibility that you can promote a free honeymoon trip out of the Chamber of Commerce or the travel bureau. Give this a little thought as it is an angle that won't hurt you to try, especially since any wideawake Chamber of Commerce in another town would be anxious to secure publicity through your town and be rated as "friendly." Newspaper Publicity Your newspaper publicity is another thing in which great care must be taken. The stories should be planted properly. First the announcement of the wedding, then a couple of human interest stories, followed by an account of the bride going shopping — in one of the cars loaned by the auto dealer — to the merchants who have offered her the trousseau and other gifts. This should be followed by an account of the groom doing his shopping. Photos of the couple, before being married, should be displayed in the windows of the local merchants. These photos, as well as those taken at the wedding, by the local photographer, should be placed in the paper. Don't neglect your follow-up story on the day after the wedding. And, if possible, grab another bit of spcae when the couple return from the honeymoon. Shoot your co-operative ads the day before the wedding. Now we come to the theatre. Most showmen do not care to have reserved seats for an attraction of this sort, so it is advisable to announce that no one will be permitted to enter the theatre while the ceremony is in progress. The picture should be an appropriate one with excellent shorts rounding out the screen program. Good Spot for Organ Have your organ soloist feature a special theme song, written if possible by some local composer. Have a local tenor or quartette sing it. Try and tie-up a local band to work either on the stage or the pit. Construct a special stage setting that will fit in with the occasion. Have your front displays on the same tone. Use special lighting effects and any other little novelties that you may think of. An angle, on this idea, that is certainly novel was forwarded to us by a member out on the Coast. He arranged to drop a load of some kind of blossoms from the flies, while the ceremony was going on. This was done in a dignified manner, the blossoms falling easily and not appearing as if they were dumped out of a basket or something. Another member utilized the same gag, but instead of blossoms he used a trick lighting effect. Work Up a Climax Just before your stage wedding starts, run a trailer expressing your thanks to all who co-operated with you on the campaign. At the conclusion of the expression of gratitude, have a flash read — "And Now — HERE COMES THE BRIDE!" At this cut off the film, have your organist play the wedding march, the stage curtains drawn and the bridal party (which had assembled on the mezzanine or in the back of the orchestra) proceed down the center aisle and march up to the stage, where the curtains have been opened, revealing the stage all set for the wedding. The officiating clergyman should be waiting, the band playing, the lights all set, and everything in readiness. As the party goes up on the stage, have the band play the theme song, with the chorus being sung by whoever you are using for that purpose. At the conclusion of the song, start the ceremony, and finish with singing and playing the last two lines of the theme song as the curtain slowly closes upon the wedding scene. Then have your organist burst forth with all the power that your console holds (if you haven't an organist use an organ record on the nonsynch), shoot up all your lights for a few moments, have your house staff at attention, all doors in the house open (weather permitting) and every light on the outside in full flare. Hit the sheet with your coming attractions, followed by your trailer, and the stunt is over — once more "the show must go on." Now It's Up to You There's the whole dope, as near complete as we can give it to you. Take the suggestions and fashion them to suit yourself. We can't dope out your own particular conditions. The suggestions we have passed along cover a wide and varied field of showmanship. In a number of cities, the entire campaign, as we have set forth, has been used. In many towns just part of it has been pressed into service. It's up to you. You know how to sell shows, you know how to act on suggestions. Give a little time and thought to the laying out of your campaign and you'll find that there's gold in them thar tie-ups. Oke?