The Bioscope (Jul-Sep 1931)

XVI THE BIOSCOPE MODERN CINEMA TECHNIQUE September 9, 1931 Carnival Success Advertising Transport To remind exhibitors of their service of film and cine speciality transport. Film Transport Services (Broxburn), Ltd., are using a neat blotter. The blotter carries on the back a map of Great Britain, in red on a blue background, showing the many depots and clearing stations through which the company operates. We were once pleased to record that the service " covers the country like a blanket,” and the company has consequently adopted the phrase as a slogan for the blotter. Beyond emphasising the firm’s daily services to all parts, and a brief footnote, there is no further wording on the blotter, the appeal of which is thus given the maximum of value. Show Off Decorations Here is a way to capitalise on the decorative treatment of your theatre. The house magazine of the Regal, Altrincham, carries the following note : — , THINGS TO NOTICE WHEN YOU VISIT THE REGAL The Wonderful Lava-Lustre Fireplace in the Foyer. The Coloured Terazzo Flooring and ThreeColoured Egyptian Roof Lighting in the Main Entrance Hall. The Pearl-lit “ Folies-Bergere ” Ceiling Lighting on the Cafe Landing. The Scenic Colonnades at the Sides of the Balcony. The Egyptian Bas-Relief Panels in the Auditorium. So many people are blind to detail that they miss half of all that is going. Remind them that your theatre is even more attractive than they have realised, and they’ll sit up and take more notice of you. A Naval Occasion A nautical atmosphere was apparent at the Trocadero, Elephant and Castle, recently, where the principal vaudeville number was the first appearance in Great Britain of the Royal Swedish Naval Band. A " turn ” of this nature is, of course, not naval by any means, but the method of presentation conceived by General Manager " Mick ” Hyams and Manager J. Holland was certainly distinctive. Following the first feature, the tabs were drawn and Quentin Maclean got busy on the Wurlitzer with a medley of " Songs of the Sea.” While he was playing there were thrown on the closed tabs some extraordinarily good shots of the Navy at big gun practice, and of destroyers dashing along amidst clouds of spray (the sea effects being admirably portrayed by the organ) . The final scene was of H.M.S. Victory, and as this well-known picture gradually faded out the tabs opened and displayed a realistic cut-out scena of the fore deck of a great battleship, with the two huge guns of the forward barbette stretching out their great length above the band. The beauty of the setting was considerably enhanced by the good use made of appropriate lighting effects and the smartness and precision of movement shown by the sailor bandsmen. tion of dice and arranged them in triangle form on the car. He displayed placards stating "For ‘ Easy Money ’ visit the Picture House this week.” Boardmen in Costume To attract more attention to its boardmen in a district in which this type of “ publicity agent ” almost jams the traffic, the management of the Piccadilly News Theatre have dressed them in traditional Red Indian garb. That their boards carry , no reference to these denizens of North America does not iiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimtntti Your audience expects something to happen every moment it is in your theatre ; don’t disappoint it. 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 m 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 ii 1 1 ri 1 1 1 1 1 seem to matter, though actually their contents form a quite attractive display. It is, however, questionable whether any advantage is gained from dressing up the men, for the action must, surely, tend to confuse the public, which is fly enough these days— -at least in the West End — to recognise a neat publicity stunt. Publicity by Post Card A fetching method of attack is adopted by W. and F. in calling the attention of exhibitors to their product. A postcard bears on the face a still from the picture, and the back carries a personal message relating to the film. " Up for the Cup,” for instance, brings this reminder : " Dear Sir — Interest in the fight for the Football Association Cup begins to become intense early in the season. Therefore we commend to your attention ' Up for the Cup,’ released on December 7, 1931, because, in addition to the football interest, a rattling funny story has been written to feature Sydney Howard.” For " Splinters in the Navy,” the slant was : " Dear Sir — If you played ' Splinters ’ back in the early days of the British talkie, you will have pleasant recollections, and will reserve February 29, 1932, for ' Splinters in the Navy,’ which is being produced at the Twickenham Film Studios by Walter Forde.” Apart from being a good line of approach to the exhibitor, the idea may commend itself to the showman for adaptation to feed the curiosity of his patrons. Flags, Fountains and Floods Flags, a fountain and floodlights, to say nothing of special still showcases, are among the items employed by the management of the Delicia, Gosta Green, Birmingham, to attract attention to the house. Complete redecoration of the foyer, together with carpeting and other appointments for the further comfort of patrons, are being put in hand. Manager W. Hepple, of the Picture House, Whitley Bay, was successful in carrying off the second prize in the Whitley Bay Carnival for the best decorated car in the advertising section. He had for his subject P.D.C.’s film " Easy Money,” which was being featured at the Picture House the same week. He obtained three square tea chests which he converted into an excellent imita This appropriate setting, designed by General Manager Mick Hyams and Manager James Holland, was used at the Trocadero, Elephant and Castle, as a background for the visit of the Swedish Naval Band SHOWMANSHIP ACTIVITIES This long queue down Panton Street was photographed while waiting to see P.D.C.’s Picture “ The Common Law ” at the Leicester Square Theatre m m co«jtake tNNETI