Exhibitors Herald (1927)

42 EXHIBITORS HERALD November 12, 1927 Theatres Cooperate to Make Ha llowe ’en Sane in Charlotte This department carried a story before Hallowe’en showing how theatres could win goodwill and prestige by cooperating with city officials and organizations in making Hallowe’en safe and sane. The following story shows how the same idea was used by the theatres of Charlotte, N. C., in making the last Hallowe’en safe and sane for the city. It is a tribute to motion picture theatres and an excellent example of the asset and value of theatres in a community. The motion picture theatres of Charlotte are credited with having played an important part in bringing about what Commissioner Robertson, head of the department of public safety, declared was the most orderly celebration of Hallowe’en in this city in years. More than a week prior to Hallowe’en practically all the motion picture theatres, in fact all the regular exclusive motion picture houses, readily consented to a request that they give free matinees Saturday morning for the boys and girls of Charlotte. The request was made by Mrs. J. A. Parham, Charlotte, member of the Better Film? National Council and acting matinee chairman of the local Better Films committee, who initiated the “Sane Hallowe’en” movement. The movement was endorsed by city officials, school authorities, the officers of the Parent-Teacher association, the Woman’s clubs, the Better Films committee and other organizations. Five thousand tickets were printed and distributed in the schools and it is estimated that most of them went into the homes and attracted attention of the adults. The tickets read as follows: Sane Hallowe’en Pledge Ticket. Good for one admission to any motion picture theatre in Charlotte cooperating in the Sane Hallowe’en Matinee, if signed by and presented by any school boy or girl at 10 A. M., Saturday, October 29. I hereby pledge that, in celebrating Hallowe’en this year, I will not take part in any disorder that will injure any person or damage any property and that I will discourage such disorder on the part of others. About 3,500 boys and girls from the high schools and grammar schools, where the tickets were distributed, signed them and used them as tickets at the box offices of the five cooperating theatres. Half an hour before the opening hour for the shows, lines of children, two and three abreast, formed in cues in some instances a block and more in length, attracting the attention of thousands of people in the business district, many of whom asked what it meant. A troop of Boy Scouts had been assigned by their executive by request to aid in handling the children at each theatre and a group of women representing the various women’s organizations was at each theatre to serve as chaperons. The theatres cooperating were the Imperial and the Alhambra, Publix houses; the Broadway, a Warner Brothers house; and two independent theatres, the Ottoway and the Charlotte. It was the first time the motion picture theatres in Charlotte have been used as an agency for a “Sane Hallowe’en,” and those conversant with the facts declare their service was very valuable and effective. $flU are hereby ($r&?rp& to appear before the (Commanding ©ffirrr AT THE EMBASSY THEATRE SWEDESBORO. N J IN THE MILITARY ZONE OF GLOUCESTER COUNTY. N J ^Format? $oo5 and $uffirtrnt Kraeon why you shouldn't come to the above theatre and bring your entire family to see the world's greatest motion picture Mjal $rirr dtonj TIME TO REPORT — Wednesday and Thursday. November 2nd and 3rd Between the hours of 7 P M and I I P M PENALTY • — For failure to see What Price Clory' on the above date* you will forego your opportunity to see the greatest motion picture CHARMAINE (DOLORES DEL RIO) Military Order Brings Crowds to Theatre to See “ What Price Glory ” When the Embassy theatre, Swedesboro, N. J., ran “What Price Glory,” the Fox war film, a novel and effective announcement was mailed to patrons. It was in the form of a military order and written in military style. Below is the letter from John T. O’Rourke who put it over: Editor, THE THEATRE, Exhibitors Herald, 407 So. Dearborn Street, Chicago, 111. Dear Sir: Publix Theatres in San Antonio Begin 28 -Page Magazine “Publix Review,” a weekly magazine devoted to Publix theatres programs in San Antonio, plus the latest news and features from the two film coasts, made its debut in the Texas theatre recently. It is composed of 28 pages, 12 pages of which are devoted to features, special stories, fashion hints, and other interesting matter, with cuts and mats illustrating all stories. It is printed on eggshell paper, with a heavy, sepia cover, in several colors. The form of the book is different from anything ever seen in the line of theatre programs in the South, being modeled somewhat on the order of. several exclusive New York publications. Ads were selected with an eye for the unusual in makeup. Creditable national advertising has been solicited. Twenty thousand copies were issued at the start. we used on “What Price Glory’’ that I find was very effective. It can, of course, be used on any war picture, such as “Lost at the Front," “Rookies,” “The Gay Retreat” and others, just by changing the wording on the inside. In closing, I want to assure you that I have been devouring the contents of THE THEATRE in every issue of EXHIBITORS HERALD , and I am certain it is the best department in the best trade magazine. Very Truly Yours, JOHN T. O’ROURKE, Dir. Pub. & Adv., East Coast Theatres Co. As O’Rourke points out, this can be used with any war film, and the idea can be varied to suit almost any kind of picture. I am enclosing herewith a stunt CLARINDA(/ '(ow a I ARMORY -PALACE PROGRAM, NOV., 1927 I Palace Features and Comedies "Boys Will be Girls” Kit Guard, A1 Cooke "Now You Tell One' Chat. Bov Sat. Sun. 5, 6 —“Tom’s Gang.” (Dog BeanaJ Frankie, Darro, Toni Tylei Sat.-Sun. 12, 13— “The Bandit’s Son” Bob Steele Sat.-Sun. 19, 20— “Hook and Ladder No. 9" “Helen of Troy, N.Y.” Epic of Flatnet and Firement Kit Guard, Al Cooki Sat.-Sun. 26, 27 — “The Cherokee Kid” Tom Tyler Adolphe Menjou, in '‘Service for Ladies’ Mcnjoa appears at a Winter Sportt in the Switt AlpV Toboggan Slide and Ice Carnival. Comedy "Roped In" 3 “Not for Publication” 5 Politics and the Press at Death-grips. A great dambuilding project in process of construction. The west nature’s wonderland. Modem history; manly conflict. Big Dick Wellman Robert lnce Rex Lea^e “Small Town Princess” Jola Mendez Fable. "Ant Lile at it ItnT Patbe Newt, Friday, Saturday, Snndty Gene Stratton Id Famous Novel Ritters HARVESTER Star— Jay Hunt and “Belshazzar” Educ. Felix — "Dnckt Hit Doty" Bobqy Vernon ip "Wedding Vowa' Ten Modern Commandments” Comedy "Brain Storn I fl Pola Negri in Powerful I I From Hall Caine’s 1 u Film of War 1 1 ’Tu~ m BARBED WIRE* CLIVE WIOOK EIUAAHAMSON Ncw e ERICH POMM«"tt(rwUMP w US p 13 CLARA BOwf 4 tlirSL 16 “The Wise Wife’ 1VM. C. DeMJLLE, Dirccto Caat-Phyllis Haver Jacquilint Logan Tom Moore Joseph Striker Comedy "The Draw tack" olores Costello JA* College Widow 18 19 William Collier A Anders Rai.dolf Brilliant Screen Revival of George Ade’s Stage Sensanon — Best of all Football Comedies! “Smith’s New Home" Smith family Pathe News No. 93 WALLACE 201-2 BEERY-®: RAYMOND HATTON T nf |hJ r-L vio^ w' Dorothy Gish Antonio Moreno. In “Madatn Pompadour” ''o^Louii XV °Un Madame La Marquise Juvenile comedy Kids, u "Open Spaces" 24 Cecil B. D^SlIe Presents 26 William Boyd, In "DRESS PARADE" With Bessie Love Screen Play by Douglas Z. Doty, from the story by Major Robert Glasbum. Major Alexander Chilton and Herbert D. Walter. Our Gang Com. "Baby Brother" Pathe Ncui 3 days Fable "Hook. Line 'n Sinker' ^The Wreck of the Hespems” One of the really great pictures inspired by Longfellow’s Famous Ballad. The Marine Photography is of Unusual Beauty. CAST — Virginia Bradford. Frank Marion. A tan Hale, Sam DcGraUc, Ethel Wales Ednc Felix — "Locomotive" Bobby Vernon in "Short Socka" British Delight’ lnm S. Cobb. Author Start— Rud. Schildkrant Julia Faye, Ken Thornton. Toby Claude. May Robson. Mrs. Anna Maxwell at the Master Organ Special Song Slides. This Program Subject to Changes Here’s another monthly calendar. This one comes from Exhibitor J. F. Van Tasell of the Armory and Palace theatres, Clarinda, la., who says that “the calendar is original with us and has been in use for three years with very satisfactory results.” A hole in the top of the calendar permits it to be hung in the home. CAPTAIN FLACC, (VICTOR McLAGLEN) Commanding Officer SERGEANT QUIRT. (EDMUND LOWE) Adjutant