The Exhibitor (Nov 1938-May 1939)

BETTER MANAGEMENT BM-27 "Everybody’s Baby” Portsmouth, New Hampshire The birth angle in the 20th Century-Fox production, "Everybody’s Baby,” was well utilized by manager John W. Howe, Olympia. Prize exhibit was a lobby display at the theatre for a week in advance of the play date. The idea of the display was obtained from the pressbook, with everything done in blues, pinks, ivory. By using the ingenuity — and cooperation from local merchants to supply the missing elements— a display was arranged of baby things that would have done credit in a shop window. The display attracted a surprising amount of attention from the patrons, receiving an especially heavy play from the women patrons. As the patrons stopped to look, an usher handed them a "birth announcement” reading, "The Jones Family, America’s screen favorites, announce the arrival of Louise Jones in 'Everybody’s Baby’ at the Olympia Theatre ...” At a cost of less than two dollars, four hours of time, the display paid great dividends to the Olympia. "Persons in Hiding” Portsmouth, New Hampshire For the engagement of Paramount’s "Persons in Hiding,” manager John W. Howe, Oympia, arranged an interesting police display. When it was discovered that effective material was not locally available, manager Howe effected a tie-up with the police department of Rye, New Hampshire. Ill feeling was not encountered when it was discovered that the two police departments work hand-in-glove. The display features crime-fighting materials, "Persons Wanted” circulars, gratis finger-print of patrons, with over 3 00 taking advantage of the offer. Two uniformed officers were detailed to the theatre to explain the police equipment, do the finger-printing. NEW VOLUME TUBE ANNOUNCED. A vacuum tube, which is capable of increasing natural sound (as recorded on motion picture film) to six times present possibilities, has been announced by George L. Carrington, vice-president and general manager, Altec Service Corporation. The new tube is said to add "oomph” to natural sound when it is greatly and properly amplified in theatres. blotters, imprinted bags for stores selling Easter candy tieing in the picture with Easter, Maxwell House Coffee streamers in grocery stores, sundae streamers in soda fountains. "Love Affair” Reading, Pennsylvaia High among the stunts arranged by manager C.ormack G. Keeney, Park, for the RKO-Radio production of "Love Affair,” was the effecting with a furniture store a tie-up and cooperative advertisment, by which the picture was prominently plugged in connection with the store’s World’s Fair trip contest. Line used was "When your 'Love Affair’ becomes a life affair . . .”! Another cooperative advertisement was obtained through a furriers. Both lay-outs broke the same day. "Life Dances On” (Un Carnet De Bal) Providence, Rhode Island In addition to upping newspaper advertising, Arthur Goldstein, Avon, also brought $16 worth of time — two 125 word plugs — on French-language news broadcast by J. Albert Poisy over WPRO, accounting for a larger number of French-speaking patrons who had not previously come to the Avon. IRWIN SEATING famous for its “NECK TO KNEE COMFORT “ AND SNAPPY APPEARANCE Distributed by National Theatres Supply Co. MORE IN CONSTANT USE THAN ALL OTHER SAFETY DEVICES COMBINED . . . |^| 'The World of Tomorrow" In the theatre, as elsewhere, architects and designers have set in motion a cavalcade of ideas from which is evolving a triumphant setting — The World of Tomorrow. As if by magic, raw materials, blank walls and barren spaces are being converted into lively and interesting formations, with color, too, playing an important part in the final effects. Our craftsmen are available to help you give true expression to your ideas in building The World of Tomorrow into Your Theatre of Today, when renovating it this spring. Let us work with you on any murals, decorating, draperies, wall covering, fabric ceilings or upholstery work you may require. You will find them dependable— always. Our representative passes through your territory regularly — he will gladly submit to you costs and sketches — you need only to advise us of your needs. NOVELTY SCENIC STUDIOS, Inc. INTERIOR DECORATORS Draperies • Stage Curtains • Wall Treatments 318-320 West 48th Street • New York City April 19, 19)9