The Bioscope (Jul-Sep 1931)

August 26, 1931 MODERN CINEMA TECHNIQUE THE BIOSCOPE xiii Exhibitors' SHOWMANSHIP ACTIVITIES And Displays Plunder About the Streets Intense interest was aroused in Hanley and district during the week-end, when hundreds of bills were handed out containing the alarming news : “ Sensational robbery. Plunder all over the streets of Hanley.” It was soon discovered, however, that the robbery was nothing more or less than a clever piece of advertising on the part of the Regent Cinema, for soon after the first throwaways had been distributed, further bills appeared, announcing : “ Robbers discovered ; are now safely housed in the Regent.” In between the distribution of the two sets of bills, however, employees of the Regent had been throughout the district scattering over 200 pieces of imitation jewellery about the streets, including necklaces, rings and brooches. A large number of these pieces had labels attached to them, with the intimation that any lucky treasure hunter presenting them at the Regent would be rewarded by two free tickets to next week’s entertainment. It was a novel piece of advertising, in keeping with the theme of " Plunder,” this week’s film at this theatre. Whipping in the Locals A neat and effective publicity campaign was worked up by the proprietors of the Norbury Cinema, S.W., to ensure that the whole of the local population should be From Renters aware of the greatly improved amenities of that house, consequent upon the change of owners and the complete remodernisation scheme. During the week prior to the reopening of the theatre they circulated to over 3,000 local householders a very neatly worded invitation, which at certain times permitted of free admittance. In view of the fact that over 2,000 persons took advantage of this offer, the theatre followed up by sending out a similarly attractive invitation, only on this occasion patrons were invited to drop in, purchase a ticket and bring a friend, who would be admitted free. This stunt operated for a fortnight. The direct result of this intensive " whip in ” has resulted in a now large and satisfied patronage, and all in the space of less than a month. Looking After the Kiddies Manager Richard Holder, of the Globe, Bartons Arms, Birmingham (who, states our Birmingham correspondent, last week organised an outing for poor children), has earned quite a name for himself in the district for his activities on behalf of the children, especially at their Saturday matinees. Some little time back a special film was taken at one of these matinees, and later projected to demonstrate to parents the personal care and attention that the manager Realism at the New Picture House, Oldbury, Worcs., to a forthcoming showing of the M.-G.-M. war film “ War Nurse ” of the Globe expends upon his small charges. And, come to think of it, that is not at all a bad angle. A Place in the Carnival Nuneaton Hospital Carnival was not allowed to pass by Manager N. Scott Buccleuch, of the Hippodrome, without him exploiting his hall to the full. A lorry was commissioned, on which motor-cyclists and a cameraman portrayed the making of a film, and around the set were a number of announcements calling attention to the R.C.A. sound equipment — the system employed at the Hippodrome — and placards announcing that the Hippodrome was the town’s First and Best Talking Picture Centre. Spots Before the Eyes Those who are to play " June Moon ” or any of those other Paramount pictures in which Jack Oakie plays the sap, can coin in on this one, which seems to us to be a novel variation on one of the old standing gags. Get one of the local outfitters to display a big bow tie containing plenty of dots in his window — or, if you have a display window of your own, that will do. Bill the tie as having belonged to Jack Oakie, and offer seats to those who guess the number of dots in the tie. If you make sure the tie has plenty of dots, you will not be too harassed in handing out free passes, and you will also be certain of focussing the limelights on your offering. Realism at Norwich G. H. E. Selway, manager of the Haymarket Picture House, Norwich, showing " Hell’s Angels,” prepared his patrons for thrills by introducing a prologue, depicting an aeroplane smash. Mr. Selway procured This new rotary sign, recently introduced to Wardour Street by Wardour Films, carries five messages, each on two rollers, the panels moving alternately. The photograph does not do full justice to the display, the vari-coloured silk background and the four floods forming a most attractive eye-catcher l CANARIES SOMETIMES SING CARBONS