The Exhibitor (Nov 1938-May 1939)

CORRECTION In the credit list on the new Strand, Ocean City, New Jersey, inadvertantly omitted was that to the Novelty Scenic Studios, Inc., New York, for furnishing the draperies. The editors regret the omission. IDEAL SEATING CO. GRAND RAPIDS, MICH. EXPORT OFFICE... 334 WEST 44th STREET NEW YORK CITY Attention: J. E. Robin November 15, 193 8 "Room Service” Elmira, New York Mel Conhaim, Regent, started off his campaign with plenty of ballyhoo gags. Opening day he planted an ambulance in front of theatre wi th copy reading "We’re here in case anyone laughs themselves sick ... at the Marx Bros, in Room Service.” He had a tie-up with several drug stores to insert a prescription blank in every purchase, with copy "A sure cure for your blues, see the Marx Bros, etc.” For a lobby gag a week in advance, he had a large case of assorted nuts. Copy with heads from one sheet read, "This is the biggest assortment of nuts anybody’s ever seen” . . . The Marx Bros., etc. He had boys distribute one peanut to each passerby on main corners of town at the peak hours of day and the plug, "There’s one, there will be three more when you see the Marx Bros, at the Regent, etc.” Also planted a man in front of theatre the day before opening and had him sit there all day from early morning to time box office closed, with copy on placard reading "I’m waiting for them to show the Marx Bros, in Room Service.” Meals were served to man right in front of theatre, created much comment and attention. Shown is The Savoy, one of the eight chairs comprising the new “500” Line. COMFORT • POSTURE • STYLE • SERVICE Check, point by point, and you will find that you get more desirable features in Ideal chairs. And did you know that you can now buy a popular priced chair, made of quality materials throughout, from a reliable manufacturer? ATTRACTIVE • MODERN • UNSURPASSED VALUE WRITE TODAY FOR CATALOG AND NAME OF YOUR NEAREST DEALER. — THE w E N Pictures Selling 'Four Daughters’ Olean, New York Doc Westfall obtained a review and free space as result of a special preview. Comment cards were provided, an appeal made via the p.a. system for the true honest comment of guests. Newspaper review was something the theatre had never gotten from paper before. He also used a blind ad 15 days in advance of playdate asking for all families with mother and four daughters to reply, received 3 5 answers and sent families passes. He used a set-piece of blow-up of Jack Warner’s letter on picture, pasted three-sheet on lobby floor covered with water glass 10 days advance; two shadow boxes on stairways to balcony with playdate; shadow boxes on each side of stage with teaser copy, "Who is Jeffrey Lynn, Who is John Garfield, etc.” two weeks advance. He ballyhooed picture with a 10-piece orchestra on street in front of theatre the night of preview, with announcements made between each number, and an advertised "shag” contest in front of theatre with orchestra. He used wall frame displaying comments received at preview from prominent Olean people. Gags included a boy in a chair in front of box office on opening night with sign "Waiting to buy first ticket to 'Four Daughters.’ ” He also had a boy on sidewalk with cut-out letters which when put together spelled title. Doc extended an invitation to the Common Council of Olean at their regular meeting to be guests of management. Lynchburg, Virginia Town was treated to a neat exploitation stunt thought up by a young woman who operates a beauty shop in the Paramount Building. The beautician made up Billy Baker, theatre artist, as Groucho, roped in H. E. Faulconer, manager, Dunlop Tire Company in the same building, his assistant, Guy Fitzgerald, as Harpo, Chico. Tractor borrowed from a garage across the street was fixed up as a float for the "Marxes” who paraded through the downtown streets, then to a tavern at the airport. "Brother Rat” Baltimore, Maryland For "Brother Rat,” various things done by manager Rodney Collier, Stanley, Baltimore, Maryland, aided by Toby Joyce, included: tie-up BM-17 with downtown store with Comet Model Airplane contest in News-Post, Sunday American with stories, art; tie-up with local dealers for display on "Brother Rat” dolls; special cards in Stewart’s, the Saratoga Inn; 50 24-sheets in strategic positions; ads, stories in Home News, Catholic Review, Jewish Times; advance stories, art in News-Post, Sunday American, Sunday Sun; spot announcement on WCBM, moving ads in Yellow cabs; advance trailer; special window in Howard Street and moved in lobby during showing of picture. "Arkansas Traveler” Reading, Pennsylvania Paul E. Glase, Embassy, cashed in in a big way. Getting an old trotting horse and a high top buggy of the vintage of 18 80 — Glase won’t reveal where he got this gem of the Grover Cleveland days — he plastered the outfit with "Arkansas