Motion Picture News (Oct-Dec 1930)

90 Motion Picture News October 25 , 1930 MANAGE!}*' HOUND TABLE CLLC Backgammon in New York City! Right on the heels of our suggestion a while ago regarding the rapidly gaining popularity and value of Backgammon, we learned that one of New York's houses has installed the game, and it is meeting with favorable response from the patrons. The Little Carnegie Playhouse, Leo Brecher's house, on 57th Street — formerly an arty cinema, and now playing second runs at Broadway prices — is ideally suited, due to its background, to introduce the game. The house is the first in the city to feature it. Loose Buttons Were Sewed on by Lady As Harrison Stunt They are still laughing in Waco, Texas, over the latest Harrison gag. It happened when "Animal Crackers" played the Waco Theatre. J. P. Harrison, manager of the house, in order to make certain that his patrons would go home with all their buttons on, engaged a lady to sew on all lost buttons. The lady sat in a big wicker chair in the lobby with her sewing basket, table and plenty of buttons. A large sign in the background read: "The management of this theatre has emplayed a lady to sew the buttons back on the clothes of the patrons who burst them off laughing at ANIMAL CRACKERS." The lobby stunt got a lot of attention and caused much favorable comment. A street stunt was used that evoked a lot of laughter. Two grown boys rolled each other around in a baby carriage through the business district — and the one riding carried a sign reading. "I am now paying off a bet that ANIMAL CRACKERS is the funniest picture ever produced." And while we are at it, we'd like to tell you of the realistic lobby display he constructed for "Manslaughter." The local Ford agency and a motorcycle dealer loaned the vehicles to make up the lobby display. The motorcycle was turned on its side as if the car had hit it and the dummy in policeman's uniform was under the motorcycle. In the car was placed a wax figure of a woman that was valued at $500; the wax figure being loaned by a local dry goods dealer. She (the wax figure) was seated behind the driving wheel and was attired in sports wear and was smiling as though nothing had happened. The car had to be turned on its side to get it into the lobby and then put on rollers and rolled in. The display looked so realistic that people gazed at it for some time. Special stills and catchlines regarding the picture were placed around car and motorcycle. In addition to the interest displayed in the exhibit many people were curious to know just how the car had been placed in the lobby. You all, no doubt, remember the gag that Harrison pulled on "Vagabond King" when he had girls on the street present every man in Waco with a rose, which they pinned on to their lapels, so you know he is no slouch when it comes to turning out stunts that will click at the box-office. In view of this fact, "J. P.," we think that you ought to be represented often, so we hope that you are going to keep us posted. Haley Had Trolley Car Plugging Film Playing His Theatre It's all star showmanship that Eddie Haley is displaying at the Star Theatre in Concord, N. H. Eddie, whose photo appears with this article, is right there when it comes to attracting shekels into the box-office. One of his recent endeavors may be seen in the street car gag that formed a big part on his campaign for "Follow Through." Through the co-operation of the General Manager of the street railway — who was persuaded that the stunt was a corker and would help business — Haley secured the use of a trolley car, the only cost being the salary of the motorman, a trivial expenditure in view of the results obtained from the stunt. The car, appropriately bannered with compo board, carried a plug for the street railway and the selling talk on the picture. The gag, never before pulled in the city, went over like hot cakes in a Childs' beanery. The street car company, well pleased, reported an increase in business, as did the theatre. The way was paved for another tie-up and we don't doubt but that Haley is going to take advantage of it when the occasion arises. Another gag that went over very well in his town was an animal cracker hunt, held in conjunction with "Animal Crackers." A notice was inserted in the newspapers to the effect that envelopes filled with animal crackers would be secreted amongst the shrubbery and trees in the local park. All of the children in town were invited to participate and the one securing the most animal crackers would be awarded a football donated by the local dealer. The second highest received a month's pass to the theatre and there was a number of other awards. The children were cautioned against opening the envelopes. When they were brought to the theatre ^^J^5 r ^ TOIWWTHRU8 and counted they were distributed evenly, thus giving Haley an excellent break along the good-will angle, and also showing that he knows his stuff. The local newspaper came through with a story on the stunt and this, too, helped to put the picture across. Oke Eddie, when you display work like that we know that vou are going to be an active member. Let's have some more. What Is Exploitation? "Many of us are learning for the first time what ballyhooing and exploitation really are. The daily routine does not give us much time for analysis so your series of articles leave many of us with new thoughts that are always so welcome and so needed in show business." Lea Duhamel, Paramount Theatre, Providence, R. I.