Motion Picture News (Oct-Dec 1930)

O ctober II. I 930 M o t i 0 u P ic t it r e N e W s 67 flMANACFRf' KCIND TABLE CLUB "DIRTY BULBS" Talking about keeping your theatre in tip-top shape brings to mind the thought that you ought to devote a morning or afternoon to cleaning all the electric bulbs on the outside of the theatre. Maximum brilliancy can never be attained from your signs if the bulbs are coated with a winter's dirt and soot. And while discussing this subject, may we inquire when you last walked out of the theatre, on an evening, to the opposite side of the street to look over the front of your house? We suggest you develop the habit. In fact, it's worth doing several times a week, just to get the patron's slant on what the front of the house looks like. Is it inviting? Are there a majority of lamps not burning? Perhaps the letters of your theatre's name sign is sadly in need of a coat of white paint. Maybe the attraction letters could stand a good cleaning (despite your weekly inspection). These represent but a few of the angles that every wide-awake showman should make it a point to watch. Whatever else you may do. DON'T wait for one of your bosses to tell you that your theatre looks like a "dump." Such news generally spoils your appetite for dinner and jars the nerves. Dowling Decked Out Girls In Deck of Cards As Ballyhoo A novel ballyhoo was used by E. M. Dowling to plug his showing of "Queen High" at the Broadway Theatre in Newburgh, N. Y., when he secured the services of a girl to plug the film. The girl was dressed in a playing card costume and worked behind a table in the lobby. A pack of cards lay on the table and a card alongside carried copy to the effect that persons cutting a Queen would receive a guest ticket to see the picture. She also worked on the -street in the off hours — carrying a sign on her back advertising the picture, theatre and playdates. Listen, "E. M."! We know that there's some good showmanship going on around your town and we want to see some more of it. And, by the way, when you send us in your next contribution, include your photo with it, will you? Showman ingenuity has devised many ways in which to secure space in newspapers ; and the gag used by "Judge" Saef to land a photo plugging the Uptown and Olympia the atres in Boston, Mass., on the classified page of one of the Hub dailies was right in tine with the best. Saef wanted to secure some black crows to place in the lobby as a plug for the Moran and Mack (Two Black Crows) film. He inserted an ad in the classified section. The ad was inexpensive. Results were so good that Saef sought out the advertising manager and showed him how and why he should get a plug. The advertising manager consented to run a picture showing the crows in the lobby of the theatre. Underneath the picture, the copy read : "The Uptown and Olympia theatres wanted live black crows for publicity purposes in conjunction with the "Two Black Crows" showing this week. A classified ad in the Boston Evening American procured the desired results as evidenced by this picture." Smart showmanship? And that's not all that Saef is doing in Boston. He has just joined the Club and we judge from his first contribution that he is certainly going to be a live-wire. Keep it up, "Judge," and when you send in your next include your photo and a little dope on yourself so that we can have you meet the rest of the show world. The "Judge" Crashed Hub Newspaper For Some Free Publicity Simplicity Forms The Keynote For These Art Displays Remember the special "Dawn Patrol" front that Ralph Noble of the Arkansas Amusement Corp. passed along recently? Well, here's a couple of more samples of the art work turned out by Noble and the live-wires who make up his organization. The photos are inadequate to do full justice to the display, as the many striking colors worked in it helped enhance the effectiveness considerably. Cut-out letters and heads were used against a black oil cloth background. You will notice, by studying the photos closely, that the entire display is carried out in the tone; it does not shift from one angle to another. The thing that Noble wants to convey is the fact that the Marx Brothers are playing in "Animal Crackers." He seems to know his town, and also knows that they in turn are acquainted with the Marx Brothers. He omits all other copy. Then again, he may be experimenting. There is no question but that the simplicity of this display packs a powerful wallop. If you will take the time to look it over carefully we are sure that you will be able to pick up one or two pointers, that you can work into your own displays. At any rate, there's plenty to dope out along this angle. How about your display work? Do you figure in the movie stars who happen to be favorites in the town? Do you know whether simplicity or ostentatiousness in display will help or hinder the business? Does novelty help? These and many other questions of like nature have been thought over by showmen who know their business. Before closing this little .story we'd like to inform you that the sign on the side of the building measured 23 feet in width and 21 feet in height. It created a very effective flash. This sign is used for every new attraction. Oke, Ralph ; thanks for letting us see this. And remember, we look forward to seeing some more. LEN BURGE7 Jr^Says : "/ find the Club's department in the NEWS of great calue to me especially in the workout of new gags for a small theatre." Manager, Strand Theatre, Calgary, Alberta, Canada.