Exhibitors Herald (1927)

46 EXHIBITORS HERALD September 17, 1927 f THE THEATRE! GLAjJ)epartment of Practical Showmanship J MONTHLY PROGRAM CALENDAR IS ASSET TO GOLDMAN WITH NO COST IN a recent issue of the Exhibitors Herald this department ran a picture of a monthly calendar used by the Lodi theatre, Lodi, Cal. Using the same idea, David J. Goldman, manager of the Downer theatre in Milwaukee, has developed the monthly calendar into an extremely good promotional asset for his theatre. The calendar was developed by Goldman because he believed that some other type of matter was needed beside house organs to attract attention. Lrom a budget standpoint, the best feature of Goldman’s calendar is the fact that it does not cost the exhibitor one cent to gain a great deal of the finest kind of advertising. This calendar is printed in two colors, red and black, on heavy enameled stock, 11 by 14 inches in size, or just about the size a housewife likes best. At the top, encompassed by a black border, is a single advertisement, 2 y2 inches deep and running the width of the page. In return for this space the advertiser pays the theatre an amount sufficient to cover completely the cost of printing the calendar. Beneath this calendar, bordered in red, is the name of the theatre and the words “Movie Calendar” followed by the explanation “Program for month of.” At the top of the calendar proper are the abbreviations for the days of the week. Each square of the calendar then contains the date of the day in small type, and either a small cut of the current attraction or type matter explaining it. In this way the calendar tells the housewife at a glance that on Eriday, September 30, the Downer theatre is playing Dolores Costello in “The College Widow,” with William Collier, Jr. Since the Downer is essentially a family theatre, this calendar has actually received a warm welcome from the regular patrons. It permits them to plan in advance on attending the theatre during the showing of some picture in which they are especially interested. An eyelet at the top allows the calendar to be hung up in the house ; and Goldman by inquiry has determined that most of those distributed have found their way to the walls of the homes of Downer patrons. Distribution is accomplished through a mailing list and by direct lobby distribution from ushers. A large number of persons has handed in names to this mailing list, although the idea is new with Goldman and the first calendar dated September. Towards the end of September another calendar will be distributed. Merchants, quick to realize the value of the calendar as an advertising medium, are more than willing to cooperate. The plan costs the theatre owner or manager nothing save a little time and is a real promotional asset, Goldman believes. On either side of the calendar are two small panels, one of which says, “Save money on your entertainment. Buy our thrift coupon books, $6.00 in admission for $5.00.” The other panel gives the phone number of the theatre and the time schedule for all performances. COM 1*1 IMI NTs^PtH SINSHEIMER’S OlKce Hours ■ The ONLY PLACE OF ITS KIND in the World" St li-.if./u Shoe Fitting System (or the Relief of Deformitiet OranJ Mm ‘ ■9 Arche* Mon ..,s and Hammer Toes. Varico.e Veins. Nccvc. Muscular and All Fool and Limb Troubles K.hmii MS, New Wisconsin Theatre llldg bth and Wisconsin \ve Milwaukee, Wisconsin HtSIDENCE LtkolSt SO* j J Phone Lakeside 7oS SCHEDULE Evenings Sunday Dl REC TION— MILWAUKEE THEATRE CIRCUIT INC HOWNED THEATER J.V DAVID J GOLDMAN -Manager MOVIE CALENDAR PROGRAM FOR MONTH OF Save Money Eateii jiament ' Buy Our Thrift Books 19 2-7 SEPTEMBER 1-9-2-7 SUN | MON. | TUES | WED THUR | FRI. SAT REMINDERS P.rluimuiL.s t.miirtuous LABOR DAY-Mon St jh ith I WO TO ELEVEN P M In. 1,1. .njnoml Ne~ • R.,l Shows Were lw.ee Weekly On. I.su. on W..I Th.li and Kn .uid anolhn issue on Siilurd.iy and Sunday MURPHYS M MU L ORt-sSLER POLLY MORA N 3 SMuiUlMS COMEDY 4 SAME AS SATURDAY 5 6 7 8 9 10 DEMPSEY and TUNNEY CAN EIGHT • But wait till you sec— RICHARD DeX s^w & A mr Irene Ms 8USTLK BROWN COMEDY THE ^^UNKNOWN Crawford Norman Kerry II SAME AS SATURDAY 12 13 14 IS 16 JOHN GILBERT • “ jgg. added ANDY GUMP Corned, 17 James Oliver Curwood s BACK TO GOD S COUNTRY RENEE ADOREE Robert Fraaer Mitehel Lewis Walter Long 18 SAME AS SATURDAY 19 20 rAD01PUL M I N 10 1 21 22 23 RONALD COLMAN VILMA BANKY THE IDEAL SCREEN LOVERS THE WINNING OF BARBARA WORTH HAROLD BELL WRIGHT Afternoon 2 4 and Evening Jd\ LLOYD HUGHES ASTOR ■■■Bj TORRENCE ‘^31 FRANCIS 25 SAME AS SATURDAY 26 27 m3 STRETCH 28 29 30 DOLORES COSTELLO "THE COLLEGE WIDOW" Wm. Collier. Jr ATTRACTIONS COMING SOON • THE LONE EAGLE' •BLAKE^OF SCOTLAND^ YARD" • IS ZAT SO" REGINALD DENNY in •OUT ALL MIGHT" 2nd Series of "The Collegians" THIS MONTH BEGINS A GREATER MOVIE SEASON ALL THE BIG PICTURES WILL PLAT AT THE DOWNER When “Ben-Hur,” the M-G-M production starring Ramon Novarro, was shown at popular prices at Loew’s Stillman theatre, Cleveland, an unusual tieup was made with Miller Brothers’ 101 Ranch show. “ Ben-Hur ” advertisements were placed on six elephants and two camels which were seen by more than one hundred thousand people during the street parade. Large banners were placed in the main tent of the show, and two camels were used as a special ballyhoo for the picture. Tieups were also made with drugstores which used special windows, and a special booth was prepared for the Cleveland Industrial exposition.