Motion Picture News (Oct-Dec 1930)

0 c t ob i ; p 3 0 M o t i o n /' i c I it r 135 MANAGtW POUND TABLE CLUB ^flLU^ JakJ H* ^* :,M u j ■ ^" %jft Comic ballyhoos are used by Blackface Ushers a sreat deal by the showmen _.. , __ a i down South, and we notice Plugged Moran And that E. B. Hands, Jr., manMack Film In Town aSer °f x*e Saenger Theatre in Texarkana, Tex., is right up in the front when it comes to turning out stunts of this sort. The latest one that he used was in conjunction with "Anybody's War," when two of his ushers were pressed into service to tell Texarkana about the picture. The two ushers, black-faced, and attired in regulation army uniforms and iron hats paraded the streets, especially during the rush hours. Both men carried signs on their back advertising the attraction as well as passing out cards on which was forceful selling copy about the picture, theatre and playdates. Hands also had the use of a grocery store window in which he used a huge pile of potatoes with a cut-out of the Two Black Crows protruding just above the heap. The cutout showed the Crows in the act of peeling potatoes. Both of these stunts were laugh-getters and we'd like to point out that it can be used on any number of films ; and inexpensively too, as the uniforms might be procured from the local American Legion or other military post. Okay, "E. B.," we guess we don't have to say that your stunts pulled them in to the box-office since they talk for themselves. And we hope that your future stunts are going to do the same. Right? Through a tie-up with one of his local papers, William Exton, manager of the Rivoli Theatre in Muncie, Ind., effected a good gag to help sell 'Anybody's War." — A free admission was grant ed to any kid bringing a dog. When the papers broke with the story, which was run in advance, kids appeared at the theatre with all kinds of dogs. At the theatre they were presented with tickets measuring 14 x 22 inches. The kids, carrying dog and ticket, walked home and for the next day or so all that you could hear about the town was that the kids were going to see the picture free. This proved to be very advantageous publicity, particularly so since on the opening day. traffic was stopped for an hour. The show started at 12:45 and all of the kids flocked in front of the theatre an hour before starting time, making walking an impossibility. This is Mr. Exton's first contribution to the Club pages and we are sure that when he turns out work like this, he wants to have it represented. And listen, Bill, why not send us in a photo of yourself along with your next contribution so that we can give you a regular introduction? Exton Passed Out Ducats To Kids Who Brought Their Dogs RADIO PLUS SOUND PLANT Russell Cohen, well-known exhibitor in the east, with the aid of his projectionist, devised a homemade arrangement whereby they can hook their horns back stage onto a radio located in the manager's office. In this way they are nightly presenting several popular broadcasts which are more than clicking with the audiences out in Springfield Gardens, Long Island, N. Y. We were just wondering whether this suggestion could mean anything to a lot of other livewire showmen who are at present presenting radio programs from the stage via a regular set. GILMAN'S VALUABLE ANGLE S. A. Oilman, manager of the Parkway Theatre in Baltimore for the Loew Circuit, comes forward with one of the best suggestions offered in a long time. He has arranged to place weekly schedules in neat leather frames and easels in the lobby or with the telephone operators of the large apartment houses and apartment hotels in the neighborhood of the Parkway Theatre. This has become so firmly embedded in the minds of the residents of these buildings that they make it a regular practice of 'phoning the switchboard operator or else looking at the schedules themselves. In this way they know the exact time of the starting of shows and so gauge their attendance at the theatre accordingly. Here's one that everyone in the show business can take advantage of if they are on their toes. We hope that it will be followed up by many more from Mr. Gilman. Vernon Reaver Put Over A Real Campaign On "Dixiana" What a campaign Vernon Reaver, manager of the Ritz Theatre in Birmingham, Ala., turned out to sell "Dixiana" when it played the local house recently. ^— — ^— ^— — — ^^^^ It was Reaver's idea to sell the film, not only to the residents of Birmingham, but to the whole state, as well. To accomplish this he had to display some showmanship. And it was ! All of the roads leading into town were covered. In town 100 12-sheet cloth banners were tacked on prominent wall locations four weeks prior to opening. The picture was billed in circus style on all of the available billboards. A parade was held every day consisting of the float we are showing. Seventeen boys in Mardi Gras costumes, accompanied by the Police band preceded the float. The parade was started at noon at the theatre, from which it went to a central point of the town where thousands of people gazed at it. The main street of the town, as the accompanying photo shows, was decorated for three blocks with Confederate flags. Miss Dixiana, who was a feature of the float ballyhoo, received lots of publicity. Every store in town carried some sort of a plug on the film. To top off his campaign, Reaver got a break when the circus came in town by having them announce at the afternoon and evening shows, the playdate and title of the picture. This was the first time such a thing had ever been done by the theatre. They also permitted Reaver to place a banner on one of the elephants. The banner was seen by many people when the regular circus parade was held. Capacity business was the order of the day and night when the film opened. The house was jammed at every show. Birmingham had never seen so complete an exhibition of show selling and they showed their appreciation for Reaver's efforts by attending en masse. We think he deserves a compliment for his work, particularly as he works just as hard to sell every picture that comes to his house. As you all know, he has been turning out some fine stuff at the Ritz, and we look forward to presenting more.