The Exhibitor (Nov 1938-May 1939)

BETTER MANAGEMENT BM-29 Electrically Operated CURTAIN CONTROLS and TRACKS Leaving your theatre Mr. Patron has seen a good show but Mrs. Patron is critical. She runs a modern home — she knows curtains — she knows drapes — she knows snap and moderress, and she expects you to be as good a housekeeper as she is. Don’t risk her displeasure by using a cheap makeshift track that doesn’t produce a perfectly hung and smoothly draped curtain — don’t use controls that move slowly, stall or jerk. Her eye is critical. Her tastes are modern. Give her the reliability, quality and p:rfection of — MT The Name to go by — when you go to buy Proscenium Equipment! VALLEN, Inc. Akron, Ohio "All Quiet On the Western Front” Albany, New York Manager Edward Selette, Albany, put over a smashing campaign on Universal’s re-issue of “All Quiet On the Western Front,” with a herald tie-up with merchants, imprinted-bag, tie-up with stores, special window displays. For the theatre front, Selette had large flags of all nations over the marquee, also flags, pennants around the marquee, lobby. A big display on the sidewalk of sandbags, machine guns, rifles, bullets, shells was used, with a boy in a German uniform on guard. Hanging from the marquee, box office, lobby were helmets of all nations, gas masks, canteens, cartridge belts, etc. In addition, Selette promoted a large tractor to roam the streets with theatre copy, after which it was parked in front of the house. "Blondie” Harrisburg, Pennsylvania Advertising campaign of Francis DeVerter, acting manager, State, featured use of newspaper clippings of the comic strip. Large display board of about 2 5 clippings was placed on pavement in front of theatre, posters displayed in barber shops, beauty parlors and other places of business, urgi ig fans to "See your favorite comic strip on th : State screen." Street bally included use of mai dressed as Dagwood carrying large golden banner. "Sweethearts” Lewistown, Pennsylvania For the engagement of "Sweethearts” at the Rialto, manager Paul O. Klingler made good use of the Sweethearts Sundae tie-up, with more th'.n 5 0 soda fountains featuring the special for a week. Streamers were generously used through the cooperating stores, in windows. Another bally stunt was the distribution of technicolor pencils, bearing cast, title, playdate, to all banks, offices, business establishments. "Kentucky” Baltimore, Maryland Morris A. Mechanic, president, New, with "Kentucky," booked Vivian Donner’s "Winter Styles,” arranged a tie-up with a department store for a large window which remained in a full week. All critics gave the picture a wonderful boost. Sunday American carried a double truck layout of pictures. Baltimore News-Post carried a contest on contestants, giving their racing thrills. Highlights in Merchandising Theatre Paper Celebrates First Publishing Year In Washington, New Jersey, last fortnight the Northwest Jersey Theatrical and Shopping Guid: rounded out its first year. Said to be published by the Saint Cloud Amusement Company, which sets its policy, the Guide combines the qualities of a pure theatre journal with the Shopping Neu/s type of all-advertising newspapers, as published in many eastern cities. Published every Thursday, the Guide besides theatre advertisements, picture, of coming attractions, carries plenty of local advertising, Virginia Vale’s Hollywood column, other “boiler plate” of the Western Newspaper Union. The entire paper, tabloid in form, is, for this type of publication, well put together. It is said to circulate in 12,200 homes in Lebanon, Delaware Water Gap, East Bangor, Washington, Hackettstown, Belvidere — a 20-mile radius from Washington — being mailed to the homes in the first three towns, personally delivered in the last three. FRONTS Our ARTISTS and craftsmen are experts in the creation of sparklingly new and different streamlined theatre fronts and lobbys. Bring us your problems. Modern usage of weafher-pjoof stainless steel, plastics, glass and paint will give your new theatre that modern touch, or give your old theatre a "face lifting" that will build your box office receipts The low coil of expert knowledge and ability will amaze you. Designs and estimates without obligation Libman-Spanjer CORPORATION 1600 BROADWAY NEW YORK CITY i GENERAL S E ATI N G COMPANY CH I CAGO DISTRIBUTED BY BEN LUST 1001 NEW JERSEY AVENUE. N. W. WASHINGTON, D. C. January 18, 1939