Motion Picture News (Oct-Dec 1930)

October 11, 1930 Motion Picture News 65 MANAGE Itf' flCLND TABLE CLUB PERLBERG IN "CHI"! To those of you who have been wondering where Jonas Perlberg went after leaving the Florida Theatre in Jacksonville, Fla., the information that he has traded the balmy Southern breezes for the winds of the Great Lakes will come as a surprise. Perlberg is now managing the Englewood Theatre for the RKO outfit in Chicago, 111. Quite a racketeer himself — from a publicity standpoint — Perlberg looks set to do some pretty work. We want to wish him plenty of luck on his new venture and we are sure that he is going to keep us supplied with what's going on around his district. Burton Jones Ties Up with Merchants Whenever He Can Out in Beatrice, Neb., the local merchants celebrate an event that they call "Window Opening Night," and whenever this occasion rolls around all the natives are attracted ^ — ■ — ^ === downtown. This gives Burton Jones, manager of the Rivoli Theatre an opportunity to sell his show direct, and he makes sure that he does. On the last "Window Opening Night" he happened to be playing "All Quiet," so he felt that the film had to be brought to the attention of every one in the town. His first move was to use a 15-piece jazz band on the marquee of the theatre. The music attracted no end of attention and brought many people to the lobby, where Jones clinched his sales with a corking good lobby display. The picture was billed in 14 towns surrounding Beatrice with block one-sheets and window cards. Two hundred (200) cardboard arrows reading "All roads lead to ALL QUIET ON THE WESTERN FRONT at the Rivoli Theatre, Beatrice, now!" were tacked on stakes and fences along the principal highways leading into the city. A compo board book, 12 feet high and 8 feet wide, with a jacket illustrated with a cut-out head taken from the 24-sheet poster, was stationed in the foyer of the theatre two weeks in advance and moved to the marquee during the run of the film. As an advance plug for the picture, the house attaches wore printed silk badges advertising the film in the theatre 18 days in advance of its opening date. These activities resulted in an added increase at the box-office and, as this was what Jones wanted, he was more than satisfied. Larkin's Display In Window Set The Town To Laughing A window display that occasioned plenty of hilarity and one that was right in keeping with Fred Larkin's showmanship was used by him to get in a plug for "Animal — ^^— — — — — — — — — — —^ — =^===' Crackers" when it played at the State Theatre in Sioux Falls, S. D. The furniture store window showed a bed with apparently a dummy under the covers with just the head protruding outside. At the foot of the bed and leaning against the wall was a cardboard with the following copy: "I Have Gone to Bed to Rest Up to Gather All My Strength So I Can Laugh Heartily at the 4 Marx Bros," etc. This display was on exhibit for a week in advance and during most of run of picture. A similar display as appeared in the furniture store window was on exhibition in the lobby of the Orpheum Theatre, a Publix house. This was put there primarily to possibly urge a certain class of people to see the picture who ordinarily do not attend the State Theatre. Larkin also had a dummy sitting on a pole atop the canopy. A sign underneath the dummy read : "I refuse to come down until Ma says I can see ANIMAL CRACKERS." This sort of gag is the kind that Sioux Falls thrives on, and Larkin uses it whenever he can. But don't get the idea that there isn't plenty of variety in his work, too. What showman doesn't know how "to mix 'em up." And, by the way, Fred, when you send us in your next effort, mix up a photo of yourself with it, will you? Here's one from that wideawake showman, G. E. O'Donnell, of the Columbia Theatre in Baton Rouge, La., that will help you to put your shows before the public if local con— — -^^^^^^^^=^^^^^^^^^ ditions permit your using it. When he played "Manslaughter" he stretched two tennis net signs across the street from pole to pole. The tennis net contained the red cut-out letters spelling out the title of the picture and were stretched across the street at two of the city's main business thoroughfares. Special permission was given by the Mayor to put up these tennis net signs, which attracted a great deal of attention. In addition to this, about six or seven "No Parking Signs" were lettered "Manslaughter — Drive Carefully" and placed at busy street corners. These two stunts tended to enhance the effectiveness of the campaign. We'd like to point out that these angles can be used on almost any film you are playing, and even if you don't care to use them now, file them away so that you'll have them when vou need them. Try Stretching a Tennis Net Across Street for Stunt T-Ipfp^c l~Fowf to revive tnat "ILL" Box Office on one of those OFF NIGHTS GIVE THEM MOVIE STAR PHOTOS and watch them come back for more. For $3.38 You Can Give Away 500 Pictures More than 100 theatres that started giving these pictures away five weeks ago are now using them two and three nights each week. ASK US ALL ABOUT IT We'll send you samples — and all the dope. THE VITAPRINT CO. 320 West 46th Street 729 S. Wabash Avenue NEW YORK N. Y. CHICAGO, ILL.