Motion Picture News (Oct-Dec 1930)

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October 25 , 1930 Motion Picture News 97 MANAce rcr round table club Meet Fred Polacek Johnson's Side Kick At the Robb Houses Here he is — Fred Polacek, himself. As you know, Fred is the assistant manager of the R & R Theatres in Big Spring, Texas. He is the sidekick of Heinie Johnson, the house artist whose work has appeared many times on our pages. Since he has been at the house, Fred, who is considered pretty good at exploitation has been turning out some fine stuff. Xot so long ago we showed you the miniature aeroplane that he doped out to plug "The Dawn Patrol" when the film played the local houses, and we are sure you will agree that he knows his stuff. Fred tells us that he and Heinie have some good work in store for us on their campaigns for the new season and that the team is going to try and put in as many novel angles as they can dope out. They have a rather neat system down in Big Springs for selling shows. Robb, the part owner and manager of the chain, dopes out the campaigns, hands them over to Johnson and Polacek and they add whatever they can dope out, raean| while carrying out to the letter, the directions that Robb has given them. In this manner they are able to do work that means something. Welcome into the Club, Fred, and remember we want to hear plenty from your district. E. Street Strung Banner in Main Section of Town Get a load of this photo and see what Eugene Street, manager of the Carolina Theatre, in Greensboro, N. £, did to put "Manslaughter" across in his town. He sold the police on the idea of careful driving and thus was able to put up three banners across the street in different locations; the banners reading. "MANSLAUGHTER may be the charge if you do not DRIVE CAREFULLY." There was no mention of theatre and play dates or any intimation that "Manslaughter" was a picture, but when the newspaper ads broke, everybody was rather anxious to see the picture. Street also arranged to have cardboard signs placed on light and telephone poles as well as traffic signs. Copy on these signs read: "Do You Realize it may mean a conviction of MANSLAUGHTER if you run down a person through reckless driving? DRIVE CAREFULLY is a city ordinance requirement." To top off his campaign with another medium that received lots of comment was the lobby display. In the lobby was a sport roadster on which was a banner reading: "A Woman Was Driving This Car," etc. Alongside of the car was a motorcycle, lying on its side with a dummy policeman standing near by. How Big Is Great? Words never used in show business: Gigantic, Colossal, Tremendous, Massive, Magnificent, Titanic, Startling, Momentous, Pretentious, Mammoth, Terrific, Stupendous, Imposing, Staggering, Enormous, De Luxe, Immense, Prodigious, Superb. . . . Now you tell one! That is effective exploitation. He covered every angle thoroughly, making certain that his newspaper ads broke at the right time, as well as his announcements, in the theatre, of the picture. Every stunt used on the picture clicked for him. We are glad to note that he is continuing the live-wire work that has marked his efforts down at the Carolina, and we hope to hear from him again. And send your photo in with your contribution, Eugene. Heap Big Indian Chief Was Invited To Witness Film Playing up a local interest angle was one of the ways that enabled C. J. Russell, Jr., manager of the Opera House in Bangor, Maine, to get in a newspaper plug and a picture t on his current show, "Silent Enemy" which resulted in big returns for his efforts. The local interest was due to the fact that the leading lady in the film had come from the Indian reservation just 12 miles distant from the theatre. Russell visited the big chief at the reservation and got him to send down a representative group to attend the first night's showing of the picture. Both local papers played up the local interest angle in the picture in addition to running photo of the leading lady. The picture got an excellent opening and held up well throughout its entire run. Mr. Russell has been displaying some fine showmanship in his town, and while this is only his first contribution we have an idea that he is going to be represented often on our pages. And when you send in your next contribution, "C. J.," include your photo and some dope on yourself. Smart Shot Stunts Swiftly; Starting Season Show Selling Here's a few gags that were used recently by Roy L. Smart, manager of the Broadhurst Theatre in High Point, N. C, to sell the current attraction. We are passing them along in the event that you may be able to find a spot for them in your own show selling. A neat looking card containing institutional copy was mailed to school teachers. Copy on these cards varied from the usual copy sent to teachers in view of the fact that most of them were not new and a large number of them have been in the city all summer. "Theatre News," an irregular publication containing four pages and about 7'/i by 5 inches in size was made possible through the co-operation of a store presenting a fashion show. The News contained the kind of news one would expect in a publication of its kind — all the news about the theatre, the forthcoming pictures, etc., as well as news about the fashion show. The store stamped and addressed them at their expense to a mailing list of nearly 2,000. Another unique looking folder was made up with the front page headed, "Instructions for Rear Seat Drivers," etc. Pages 2 and 3 contained in large type — SHUT UP! — and the back page was devoted to listing the coming attractions at the Broadhurst. The novelties went over very well, especially the Rear Seat Driver gag, which found its way into the homes of nearly every resident of High Point. As Roy is always pulling stunts of this sort, he being active in his town — we will probably have some more of them to pass along in the near future.