Motion Picture News (Oct-Dec 1930)

68 Motion Picture News October 11, 193 0 IMANACE-RJ' ROUND TABLE CLUB The Strand Opening In Pocatello, Idaho, Was Well Executed Through the kindness of R. E. Archibald, manager of the Orpheum Theatre in Pocatello, Idaho, we are enabled to show these photos of the opening of the Strand The•^^^=^=^=^^^^^^^=^ atre in his town. The photo on the left will give you a small idea of the immense crowd that lined up for the opening performance which was given as a "Gala Opening." the house having been dark for six weeks while refurnishing went on within. Preceding the opening of the box-office, the Xational Guard cavalry unit, consisting of 40 mounted men, stationed in town, paraded through the downtown streets and went through a series of maneuvers and drills on the side street next to the theatre for a half hour preceding the opening. While the drill was in progress, the theatre lights were extinguished, and, at the completion of the drill, the men stood at attention, sabres drawn, as a firing squad shot a five-round volley. The volley was the signal for the throwing of the switch in the theatre and the house lights came on in full blast. In 20 minutes the house was sold out. In conjunction with this article we are also showing a picture of the lobby display constructed for the opening picture, "All Quiet on the Western Front." The scenes from the film were painted on sign cloth, and this angle, together with the cut-outs and the war equipment (which was promoted from the local American Legion) combined to form an effective selling display. Barb wire entanglements and cement bags filled with saw dust served to enhance the effectiveness and realistic tone of the battle front. Newspaper and Cops Helped Rose Put "Manslaughter"Over Thanks, "R. E.," for passing this along to us so that your fellow members in the Club can see that you, live-wire out in Idaho, aren't letting any grass grow under your feet. Keep up the good work and let's have some more accounts of how you and you fellow managers are keeping them coming up to the box-office. It takes a popular showman to sell both the newspaper and the police department at the same time. Still Walter Rose, manager of the Strand Theatre in Boston, Mass., called =— in the gentlemen of the Fourth Estate and the Blue Coats to assist him in putting over his show. An advance newspaper article read. "Due to the merchants and Publix Theatres sponsoring Fall Trade Week on this same week, and due to the fact that this week will bring many outof-town shoppers to Brockton, this is an ideal time to warn motorists of the dangers before them." The news article further read: "Not only careless and reckless drivers will be watched, but the motorcycle squad of the police department will be on the lookout for careful drivers as well, and will present each careful driver with two tickets to the Strand Theatre to see MANSLAUGHTER, in which there is an example of what results reckless driving may bring." NOVELTY SOUVENIRS Make friends with your patrons \*ew profits In your hoi offlc* rerelpU Give kid Hi'' "Brazel Novelties" and win them as Booster* for your ahow house . . Inexpensive attract Ire novelties aerre ■■ rea* Dullness getters always BRAZEL NOVELTY MFG. CO. 7L*A !*" ARMISTICE DAY! Armistice Day rolls around on November 11, bringing with it an opportunity for you to tie up your local American Legion or National Guard to good advantage. Nearly every showman, of course, will run a special trailer. But there's a couple of other angles that will also help to bring home the special day. Perhaps you can persuade the National Guard or Legionaires to stage a parade to your house and then have a picked team give a demonstration of the manual of arms, either in front of the house or on the stage. A bugler can sound taps from , your marquee at the time set by the President for the two or three minutes silent observance. You can write a special editorial and send it to your local newspaper. There are any number of dignified ways in which you can show that your theatre is right there with patriotism. "No Accident Week" started on Labor Day, the opening date of "Manslaughter" at the Strand. A big headline in Tuesday's paper, "Many Accidents in City Over Holiday," sort of put a crimp in the "No Accident Week." As the news article stated, "NO ACCIDENT WEEK in Brockton started off with a bang over the week-end and holiday the wrong way." However, that only served to give the stunt further publicity and make other drivers that much more careful. In spite of the many minor accidents at the beginning of the week, the motorcycle squad found many careful drivers who in turn received tickets — these tickets being in the form of a theatre guest ticket to see "Manslaughter." Much publicity was derived from the stunt — both from a good-will standpoint and a direct medium in plugging the picture. Rose has secured plenty of good-will since he has been at the house, and those of you members who remember his many benefit shows will agree with us. Listen, Walter! How about keeping in touch with us more often? You know you should have your work passed along frequently so that your fellow members and showmen on the Publix circuit can keep posted on your activity. In Brooklyn, out around the Bedford section, Charles F. Burns, manager of the Brevoort, is treating the residents of the neighborhood to some live-wire showmanship. The Brevoort, being a Loew house, it is featuring the special "You'll Remember September" Month, and in order to plug this special feature, Brown did some fast hustling. He had his printer make up a special card on which was imprinted copy relative to the pictures coming to the theatre during the month. The card was headed by a large "Thank You." and was passed out to the patrons by the cashier when she was not too busy. Another angle that went over well and proved to be one of the highlights of the campaign was a tie-up made with the local merchants on a memory contest. Special four-page heralds were made up. The front pages carried the catchline "You'll Remember September." The inner pages carried the details of the contest and the list of names of the merchants participating in it. The store-keepers paid for the printing of the heralds, supplied the gifts and also permitted the use of their windows for displays. Mats of scenes from former films were used with a line underneath for the contestant to write in the name of the picture. We would like you to know that this is the first contribution that Mr. Burns has made to the Club pages, and when be starts off his membership like this, it seems to us that he is going to be an active member. We hope that when he sends us in his next contribution be will also include his photo, as we want to give him a regular introduction to his fellow Club members. Charles F. Burns Is Active Among Brooklyn Showmen