Motion Picture News (Oct-Dec 1930)

October 25, 1930 Motion Picture News 87 MANAGE RJ' ROUND TABLE CLUD Claar Handled the House Capably While Holden Vacationed It is too bad that we have to bust in on this column, which we had intended to devote exclusively to the activities of J. M. (Jake) Claar, assistant manager of the Fairfax Theatre in Miami, Fla., where Earle Holden manages, but we have to pass along the photos showing the arrival of the flyers and officials from Cuba, who attended the premiere performance of "The Dawn Patrol," of which we told you more some time ago, so we hope that Jake will forgive the little break. However, here goes for a recital of Jake's work while Earle was recently vacationing in Havana. When lie played "The Spoilers," he went down to the Miami Herald and sold the sporting editor the idea of attending the screening so that he could witness the fight scene in the picture. The editor attended and was so impressed with the film that he gave the special scene a big write-up on the sporting page. In keeping with the theme of the picture, Claar secured a quantity of slab lumber and converted the entire front of the theatre into a hut similar to those found in the lumber camp of Maine and Oregon. The same effect was obtained for the boxoffice. To plug the film about the city, Claar, in lieu of heralds, made up stickers, which were pasted on automobile windshields. The stickers carried copy : "Keep Smiling ; Don't Be a 'Spoiler.' " A number of them were also pasted on the windows of local merchants. For a street ballyhoo, an usher, dressed in miner costume, with pick, shovel, boots and everything that goes to make up the well dressed miner. He paraded the streets during the busiest hours, a banner on his back plugging the film. Then he effected a very valuable tie-up for "Monte Carlo." crashing one of the largest department stores for the first time, with this particular sort of gag. The store agreed to furnish him with perfume costing $15 an ounce. The perfume was sprayed in the theatre during the boudoir scene in the picture and proved a knockout angle. You can figure that it must have These Ads Will Make 'Em Look Twice! Thanks to Pete Smith out at the Metro Studios in Culver City, we are passing along three of the marvelous ads used for the coast premiere of this attraction. Do you agree that they are beauties? Let's have some more Pete — and thanks. HOLIDAYS ARE COMING! No doubt many of our members and readers will wonder why we start calling attention to these things so far in advance, but truthfully speaking, nothing real big was ever accomplished through lushing about doing last-minute things. On the contrary, rushing generally ends in failure and hard feelings for all concerned. Christmas holidays means, in the parlance of show business, headaches. Unless you are one of those honest-to-goodness managers who know how to capitalize on the hundred and one angles which present themselves to those who would seek them. Promoting a free show for the poor kiddies of your community is just one way of cloaking the theatre in good-will. Receiving and distributing groceries, vegetables or toys, via the local Salvation Army, Chamber of Commerce or other welfare organizations. Working up interest in a Santa Claus matinee, perhaps one of the best ways of showing a real day's receipts on Christmas Eve. It's simple enough. Advertise it as just that; "A Santa Claus Matinee"; time it to break after school hours on the 24th. Have a Santa Claus there to greet the kiddies as they come in and to present them with a little package. The package to contain one or two small toys or novelties, plus some good Holiday candy. We know of one manager who took in $165 on the day before Christmas. Out of the $165, the special matinee netted him $152. It was like finding the money. All the toys and candy cost him was twenty-two dollars. These are just suggestions; think it over, boys, but don't wait until the last minute to make your plans or arrangements. taken some tall talking to promote the perfume, $15 an ounce, an ounce each performance, five performances a day, and a seven-day run! Not so bad, is it? And Claar did more besides that on the picture, too. Nearly every store dealing in ladies' apparel was tied up for window displays. Claar certainly deserves to be complimented on his work, especially in view of the fact that he had all the regular routine to look after, too. Keep us posted, Jake, so that we can keep tabs on you. Fortune Teller at Old Mill Theatre Was Fine Novelty Showmen have had artists, singers, dancers, musicians and every other form of entertainment to plug shows, so it was no surprise to find out that W. W. Lewis, manager of the Old Mill Theatre in Dallas, Texas, had introduced a gypsy fortune teller to help him boost business higher at the house. A gypsy tent was promoted and a psychic was secured who had built up quite a following at a local tea room. The gypsy woman was glad to co-operate on the stunt for the prospects of customers which she might get. The fortune teller gave readings free and became so popular that she had a line all day, every day, waiting to have their fortunes told. Patrons received readings on presentation of seat check — showing that they had actually attended the show. The stunt proved so popular for the three days that it was decided to hold it over for the remainder of the week. Well, there it is. If you can find a spot for it, it might also click for you, too. At any rate, we want to thank Miller for letting us see it, because we know that his fellow Club members are always interested in seeing what the other fellow is doing.