The Exhibitor (Nov 1939-May 1940)

BM-22 BETTER MANAGEMENT "NOPE... NOT SANTA CLAUS --JUST THE BIJOU’S NEW MAGIC DOORS!’ ^STANLEY) Trade Mark If you'd like the big end of the holiday rush, here's how to pull 'em in. Just install Stanley Magic Door Controls — actuated by a beam of light — that open a door automatically as a patron approaches, and closes it automatically when he has passed through. There's real publicity in such doors — it's been proved wherever they've been installed! And they make your theatre easily the most modern in town! Send for the 24 page Magic Door Book — read the facts for yourself. The Stanley Works, Magic Door Division, New Britain, Connecticut. STANLEY \ MAGIC DOORS No H "Elizabeth and Essex” Wilmington, Delaware — Manager Lewis S. Black, Warner, gave a private screening for theatrical critics, newspaper men and women and a few others a week in advance. He and his assistant, Leonard Howard, arranged an attractive lobby display and also had a girl dressed up like Queen Elizabeth, distributing cards, showing the picture of the theatre on one side and announcement of tl e film on the other. Heralds were distributed at two Saturday football games, one at the Newark High School and the other at the Pierre S. DuPont High School grounds. Cards were posted on all school bulletin boards and teachers were notified by letter. Besides this, a radio questionaire contest was conducted over WDEL with a free ticket offered for the first correct answer to historical questions concerning Queen Elizabeth. "The Cat and the Canary” New Bedford, Massachusetts — Morris Simms, manager, Olympia, inserted the following notice in The Standard-Times, Mercury, to promote the picture “The Cat and the Canary,” advertised like this: “One Woman, in addition to being $5 richer, will experience the thrill of her life when she sits alone at midnight tomorrow at a private screening of Paramount’s terrifying thriller ‘The Cat and the Canary’ at the Olympia Theatre! The judges are now selecting the woman. Watch for their decision in our ad tomorrow!” Simms said the ad, which was run for two days only and requested “would-be frightened” women to send their names and addresses to the Olympia management, brought hundreds of requests. "Jamaica Inn” Syracuse, New York — Manager Sid Holland, RKO-Schine Eckel, arranged with a down-town restaurant whereby it paid entire cost of several thousand heralds, numbered for the award of free meals and refreshments to the 25 persons bringing in the herald to the restaurant. Menu books at all tables had a small card affixed with the 25 numbers enumerated. Restaurant adopted the name “Jamaica Inn,” for the run of the picture. Painted foot prints “This way to Jamaica Inn” were affixed to the side walks from nearby corners and led to the theatre. "Roaring Twenties” Syracuse, New York — Daily Orange, Syracuse University publication, used a contest for manager Harry Unterfort, RKO-Schine Keith’s, devoted to naming five former football players of the University who were now engaged in coaching football. This ran five days. Syracuse Herald and Valley High School paper ran separate contests "U-Boat 29” Portsmouth, Virginia — Three thousand heralds and special lobby displays taxed the capacity of the Virginia. This seaport city, home of one of the largest Navy Yards on the east coast, gave the picture a warm reception. A banner across the entire front of the theatre was included in the build-up. "The Women” North Adams, Massachusetts — Manager Francis Faille, Paramount, had effective tie-ups with local business concerns. A 36-inch co-operative advertisement was run by the gas company in the local newspaper and there was a hook-up with the picture in the gas company’s show window. In addition, the gas company supplied inserts on the picture in mailing out its gas and electric bills, without cost. As a further promotion, window and counter displays as a tie-up with the picture were arranged and a large window display at the city’s largest department store. To top off the promotion, Faille had a sandwich man parade the business section of the city, the placard reading, “The Paramount Theatre is unfair to men, playing ‘The Women’ only.” "Mr. Smith Goes to Washington” Syracuse, New York — Manager Frank Murphy, Loew’s State, used a 40x60 in lobby entrance for week in advance. Ten leading clergymen of the city were invited to the opening. Comment cards were passed out to late exit crowds and those returned were posted in lobby. Tieup was arranged with nearby luggage store, displaying stills and theatre card, featuring in window the luggage carried by “Mr. Smith” whether to Washington or elsewhere. Quiz blanks were distributed and best answer received guest tickets. "Smashing the Money Ring” Syracuse, New York — Manager Erie Wright, RKO-Schine Strand, arranged a tie-up with the FBI and a local police department and secured the services of Patrick Hanlon, finger print expert, who gave brief talk on finger printing for identification and then took impressions of over 50 volunteers on regular FBI blanks whch were sent to Washington, Albany and local department for file. "The Wizard of Oz” Syracuse, New York — Sid Grossman, Elmwood, posted life-size cutouts of principals in the picture not only in his entrance doors, but in stores in the neighborhood. A picture of his marquee with the attraction and play dates was run in South Side Ad-Viser together with twocolumn write-up of the theatre and picture. "At the Circus” Fall River, Massachusetts — Bill Canning, manager, Interstate Empire, built up his patronage by dressing a man up in an old-time ringmaster’s costume of brilliant hues, topped off with a silk topper, and parading him up and down in front of the theatre and having him “barking” the movie near the box office. C5 GENERAL GENERAL SEATING COMPANY THE EXHIBITOR November 15, 1939