Exhibitor's Trade Review (May-Aug 1925)

May 30, 1925 Page 45 Patrons Invited To "Iced" Teas A little tea, a few lemons, the usual amount of ice in the water cooler plus a thought brought extra business to the Gaiety Theatre, Waterville, la., for matinees, although the theatre is on the sunny side of the street — and the sun just pours down. The idea was simply that of serving iced tea to matinee patrons. And issuing special invitations to a mailing list to have tea — iced tea — at the theatre while enjoying the show. An usherette attired as a maid did the "pouring," and the management went a step further serving small bricks of ice-cream and little cakes. These latter were provided free of charge by the local confectioners and bakers for the sake of advertising contained on small cards attached to the paper in which they were wrapped. The newspapers were told of the idea, and the result was that there was good space devoted to a news item about the progressive management of the Gaiety. If you did not care to go to the expense of having the refreshments specially served, why not simply fill the ice water coolers with iced tea instead of water? Or with lemonade? The idea brought them into the Gaiety — and will bring them in for you. SIMPLE— EFFECTIVE During the stirring love scene of the "Hunchback of Notre Dame," Nevin's "Love Song" was beautifully sung by a popular singer, concealed behind the wings, at each performance at Stradley's Cheerio Theatre on Queen Anne Hill, Seattle. The effect was very pleasing and an excellent patronage resulted. Mr. Stradley is putting over his community shows with the hand of a master showman. It is the little touches of this kind that transform a picture program from the ordinary run, to the proportions of a "presentation." Show Summer Styles Manager Bender of the Seattle Columbia stimulated his matinee business tremendously during showings of "Fifth Avenue Models" by tying up with one of the smartest gown shops in town for a Spring Sports Revue. Costumes were modeled by several young society girls who were paid for their services, and turned their week's earnings over to the building fund of the Lighthouse for the Blind. Plenty of good news stories, stressing the charity angle, the need for summer costumes felt by ever)' woman at this time of year, etc. CHICAGO DAILY JOURNAL, Jones, L4nicX ft Schaofcr ORPHEUM State at Monroe Continuous Prom 8:80 A. M. LAST 3 DAYS "CHARLEY'S AUNT" With SYD HUN I CHAPLIN IT IS COMING SATURDAY GREATER THAN "THE KID" Jon^s. Linick & Schaeler State at Monroe Continuous From 8:30 A. M. LAST 2 DAYS "CHARLEY'S 99 With SYD CHAPLIN Jones, Linick & Sehaefer 0RPHEIM'r£ Continuous From 8:30 A. M. last I CHARLEY'S TIMES ft | SWT WITH SYD TODAY IMUPII chaplin This is the way the Orpheum Theatre, Chicago, killed two birds with one stone. a?, «• » attractlon> Producers Distributing Corporation's laffilm, "Charley's Aunt, ended its prosperous run, the coming bill grew in prominence in the advertising space. It s a good idea. Try it out for bigger business during hot weather. WARM UP TO THE BANKS A tie-up with a bank was the leading feature of a successful campaign on "Greed," waged in Waukegan, where this picture recently played at the Elite Theatre. A prominent window of this bank was given over to art cards showing the danger of hoarding money and advising the public to open savings accounts. All of these cards announced the showing. Two of the principal drug stores of the town also contributed entire window displays of toilet requisites, in which were featured stills from the picture. One thousand heralds were distributed and extra space was taken in the press. A trailer was used and there was also a special lobby display. RED HOT STUFF FOR HOT WEATHER A boxing match with pint size pugilists in the ring was staged in front of the Grace Theatre, Martinsville, Ind., by Manager Jewell for the showing of Jack Dempsey's Universal-Jewel "Winning His Way," one of the "Fight and Win" series. Needless to say, it attracted a great deal of attention. The young "champions" — age 7 — are known as the Kentucky Twins and have already made a name for themselves as boxers. They gave short exhibitions in an improvised ring directly in front of the box-office. How's this for a hot weather bally? Eddy Eckl'es, West Coast Metro exploiter, put it over for a showing of the Metro Goldwyn Mayer production, "The Denial." Any old cars in your town?