The Moving picture world (November 1926-December 1926)

December 4. 1926 MOVING PICTURE WORLD 353 National Laugh Month Holds Special Appeal For Showmen All Comedy Programs Get Western Okeh Good Subjects To Book; Accessory Line Ready; Committee in Charge Maps Out Splendid Press Work GAINING IMPETUS daily through the concerted efforts of members of the National Laugh Month Committee, plans for National Laugh Month — January — are rushing toward early completion. Everything possible needed by the exhibitor to exploit iiis short subjects in particular and Laugh Month in general, is being made available with the greatest possible despatch. The Committee gives its assurance that the exhibitor ])lanning to make extra profits through Laugh Month this season will have the material with which to do it in his hands in ample time. Typical examples of what satisfactory results can be obtained from all-comedy programs of short features, which come fron> the Kansas City territory, are of particular interest to exhibitors at this time when plans are beinfj perfected for National Laugh Month. A report from the Kansas City district shows that eleven different theatres in as many cities and towns in Missouri and Kansas have recently staged allcomedy programs using Educational Short Features exclusively, and that they all met with great success. Letters Come In The exhibitors were so entlui!.iastic over the immediate response of their patrons that they wrote C. A. Jones, manager of Educational's Kansas City branch relating how successful these special programs were. Usually the laugh program consisted of three two-reeler> and a Lyman H. Howe's HodgePodge or Felix the Cat animated cartoon comedy. Mr. Byler of the Bixman Theatre, Clinton, Mo., was particularly enthusiastic over his allcomedy program feature, staging three of these shows within 60 days. He used 16 inches of newspaper advertising space in advance of the play date devoting less than this amount to the current feature length picture he was showing. One of his typical laugh programs consisted of Lloyd Hamilton in "Nothing Matters," Walter Hiers in "Hitchin' Up." "Mister Wife," with Neal Burns, and "Kiss Papa" with Neal Burns. Otliers Adopt Plan The Newks Theatre, Burlington, Kas., featured an all-comedy program of Educational Pictures every week starting August 11. and had presented four sue special laugh nights up to September 1. The Longford rural high school, Longford, Kas., presented two programs of Educational Short Features within two weeks. Other Missouri and Kansas theatres to stage all-comedy programs featuring two-reel comedies and other Short Features include the Cheney Theatre, Cheney, Kas. ; Royal Theatre, Cherryvale, Kas.; Lyric Theatre, Concordia, Kas. ; City Hall Theatre, Fairfax, Mp. ; Community Theatre, Irving, Kas. ; Airdome Theatre, LeRoy, Kas.; Community Theatre, Lewis, Kas. ; and the Little Theatre, Rolla, Kas. Virginia Bradford in Pathe's comedy "Atta Boy,'' witk Monty Banks. Canada Is Advertising Short Feature Special Indicative of a new trend on the part of Canadian exhibitors in advertising their Short Features is the recent 36-inch advertisement carried in the Toronto Star Weekly by the Tivoli Theatre in Toronto. About 12 inclies of the ad was devoted to "The Blue Boy," second Ror mance Production in Technicolor released by Educational. A twocolumn cut from the pres.o sheet on "The Blue Boy" was used with the heading "Added Attraction Extraordinary." It was so arranged that it occupied the center of the 3-column by inches of advertising space. This shows that exhibitors iCanada are realizing the value of advertising their Short Features. It is only recently that Canadian theatre managers have done any notice'ible amount of advertising of their short subjects. Early indications point to the conviction that this season hundreds more theatre men will participate and profit in the Laugh Month celebration than took advantage of the idea last season. Several big circuits already in communication with Laugh Month headquarters, 469 Fifth Avenue, New York City, frankly state that they did not get behind Laugh Month last season because they wanted to see how it would "take" before they pushed it with the machinery of their vast organizations. Evidently they have been convinced, for this season they voice their approval of the idea and their intention of putting their shoulder to the wheel 100 per cent and realizing fully on the actual dollars and cents value of the idea. Bigger than Ever This season's Laugh Month will be bigger by far than last seasons. Newspapers throughout the country gobbled up the idea last season and devoted column after column of space to Laugh Month. This year the newspapers are hotter than ever on Laugh Month, and the Laugh Month Committee is preparing a press sheet especially for the use of newspapers. These clip sheets will be sent to every newspaper in the country, and it is expected that the volume of daily newspaper space devoted to Laugh Month will exceed even the fondest expectations. Arrangements are being made with virtually every big newspaper syndicate to send out special Laugh Month material for use by their clients. This material includes cartoons, comic strips, humorous columns and editorials. This together with the material issued by the Laugh Month committee itself, is virtual assurance of the 100 per cent coverage of the press of the country on Laugh Month. Fan publications are also aligned solidly behind Laugh Month. Special stories, special features, and special art layouts will be carried in the magazines reaching the fans during January. Added to the list of fan publications are the humorous publications. These, too, will carry special Laugh Month features. What members of the Committee— all experienced showmen— believe to be one of the "meatiest press books ever issued" is being prepared for the use of exhibitors. Through its contents theatre men will be shown not only how they can make money by participating in Laugh Month, but also how they >can profitably carry out many of the same ideas to their greater profit throughout the year. For instance, if an exhibitor so desired, he could divide his Laugh Month into four weeks. Comedy Week, Happiness Week, Sunshine Week, and Fun Week. Any or all of these weeks are (Continued on page 354) Wouldn't Jack Dempsey be happy to knock the monocle from Gene Tunney ? But Gene wears it only in his Paths picture, "The Fighting Marine."