Motion Picture News (Oct-Dec 1930)

October 25, 193 0 Motion P i c t u r e N c iv i 93 MANAGED' HOUND TABLE CLUB Good-Will Getting Is a Bright Spot In Peterson's Work With an eye to future tieups, Ray N. Peterson, manager of the Publix-Strand Theatre, Gulfport, Miss., pulled a good-will stunt on last day of showing of "Song o' My Heart" that will undoubtedly prove of value in the months to come. Thursday noon, on last day of picture, there was a luncheon at the high school which was attended by the members of the school board, the city commissioners, officers of the ParentsTeachers' Ass'n, officials of the Chamber of Commerce as well as the superintendent of schools and all -city school teachers. The purpose of this luncheon was a general meeting for discussion and get-together prior to the opening of the city schools. Peterson took this opportunity to have announced to this group at the luncheon that they were all invited to attend the Strand Theatre to hear John McCormack — knowing that they would particularly enjoy a picture of this type. Peterson's purpose in doing this was to get the theatre in the minds of the school teachers and to form a spirit of goodwill at the start of school in order to be in a position to ask favors during the coming school year and to be able to get cooperation for future advertising and exploitation through classroom medium as well as a foundation for help in forming a Kids' Booster Club in the near future. The superintendent of schools and the principal personally called on Peterson to thank him for the courtesy extended to their faculty and expressed their desire to fully co-operate at any time in exploiting and advertising the theatre programs. The president of the Chamber of Commerce also expressed his appreciation for making the afternoon program for the teachers enjoyable. In this way. Peterson is setting himself in solid with the town. And the results are more than ever going to boost the attendance at the local house. POLICE PUPS! A corking kiddie gag that always brings results is the passing out of some Police Pups (pedigreed or otherwise), in conjunction with some special kids' matinee. For complete details, use your own imagination, but in doing so surround the angle with enough interest to make the youngsters keen for the pups. It's really a worth-while idea, so think it over. If you engineer it successfully you can repay us for the suggestion by sending us all the dope on how vou handled it. IS IT A DEAL? Harry Rice Grabbed Off Publicity on Initial Visit to Town From the time he started at the new Paramount Theatre in Monroe, La., up till the present, Harry Rice, manager of the house, has been securing plenty of publicity for the theatre. The arrival of a new manager and the change of name of theatre gave the newspapers something to write about — and Rice gave them all the information desired as he figured it was good advertising for the theatre. Within the short span of several weeks, Harry engineered a 'Most popular Business Girls' Contest," "Invitations to Visitors" and a "Cooking School" tie-up in addition to articles about the manager himself. Through the aid of one of the newspapers the "Most Popular Business Girl Contest" gave the theatre lots of publicity at very small cost ; the merchants supplying the gifts and helping to defray the expenses of the winner to Hollywood and return. Through the columns of another newspaper, Rice issued invitations to visitors. If there was a visitor in town, the friends of that visitor or visitors was to get in touch with the newspaper, who in turn would issue them a printed invitation; the invitation being good for any show at any time convenient to the visitor. This stunt resulted in lots of favorable comments for the theatre. The theatre derived more publicity on a cooking school tieup which was sponsored by one of the local papers. This paper devoted a full page in announcing the school to be held mornings at the Paramount as well as contributing publicity during the four days the school was in session. One of the newspaper scribes concocted a story about Harry's affiliation with the local baseball league several years ago, and that they were glad to have him in Monroe instead of a neighboring town. They also mentioned in this story that he was the new manager of the Paramount and the people could look for great things from him. Another story was that Rice contemplated having amateur programs one night a week at the theatre. A photo of the manager accompanied this story. And still another story about the manager purported to give his biography since entering the show business from the time he managed a show boat on the muddy Mississippi up to the present time. These many items of publicity have helped to make people think in terms of Harry Rice and especially the new Paramount Theatre. And if the box-office receipts are any criterion, then Harry has made good already. These publicity stories served to cement Harry's introduction to the town; but we think that if he wants to cement his "intro" into the Club, a photograph and a story about his career in ^how business would be most appropriate. Whooping It Up With Two Effective "Whoopee" Displays A New York and Canadian Flash for Eddie Cantor's Laugh Provoker. And if anyone under-rates the value of such displays let them step forward and give us some good reasons for so doing. Otherwise remain silent and forever hold your peace. TJRT1 ; MR* .'i r*'J '*'! '< ■ -wj'Si, U _ V