Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

October 20. 1928 EXHIBITORS HERALD and MOVING . PICTURE WORLD 53 Lobby Display and Theatre Must Have Harmony in Appeal With the ever increasing elaborateness of theatres throughout the country, more attention is being paid to the lobby as one of the most important mediums of selling and exploitation. The lobby and especially the front, offers a chance for effects that will reach thousands, and is, or should be, reflective of the character of attractions that are being presented. In the case of de luxe theatres, the possibilities are enormous, and the type of displays that are used in the lobby will determine largely the success of the operation. A careful analysis is necessary in determining the class of art that is to be used in any lobby, but the general atmosphere of a theatre should enter largely into plans, in order that the motif and color schemes of the theatre will not clash with the lobby displays. Milton H. Feld, superior of de luxe Southern operation of Publix Theatres, in a discussion with the staff of the Texas theatre in San Antonio, stressed the above in an effort to put the displays of that theatre on a par with the best in the country Feld also accentuated the importance of having displays on the interior of the theatre to conform with the atmosphere of subdued color harmony, and the general refinement of the interior of the house. One display into which is put ample thought and execution for inside is far more valuable than a dozen or so that do not harmonize. Theatre operation has advanced beyond the point where straight poster work will suffice for lobby display, believes Feld. He sanctions the idea of putting into each piece of work the atmosphere of the attraction — for instance, in shadow display frames, with inside lighting, cutout figures may be used in front of the display card, with correct lighting, to put over the idea of the type of show that is being offered. Stage effects, with drops, aprons, wings, footlights, and the like, may be used in these deep boxes for stage show displays, and in general, the spaces allotted for display, by this means, may be made into real selling factors instead of mere annunciators of the next attraction. The lobby deserves "bought and careful analysis if the right an.nunt of returns is to be expected, believes Feld. Loud Speaker on Marquee Aids B. O. The Colony theatre at 53rd and Broadway in New York is operating what is said to be one of the biggest and most powerful loud speaker arrangement ever heard on Broadway. Five amplifiers are lined up under the marquee just back of the box office and camouflaged from the view of the public in such a way that passersby are unable to figure ont where the music comes from or how the machine is operated. Many think the music comes either from the stage or screen inside the theatre. Phototone is the name of the outfit which is electrically operated. The equipment includes a large instrument board, numerous vacuum tubes and D. C. and A. C. current cables. By turning a switch music may be alternated with the human voice carried out over a microphone. Since installation of the Phototone, business has picked up tremendously at the Colony. J. Maxwell Joice, exploitation man, gets the credit for arranging this tie-uo. Joice was formerly exploiteer for Metro-GoldwynMayer and directed publicity at the Rivoli theatre. Aji^/ t^nx to tvm ~tfu*6 ide-uf +<*f W 1>Uvt A. J^t<LvL->~Xt*f&<. i MAN SO*. U s E* B-~ £ _ w £ Si SaS'-E-WE . : •> : -iz- EE»£E *.30»EE cup* eo» LIBERTY ? * S A T " E Frank B. Hdl. manager of the Walla Walla theatre. Walla Walla, Wash., has found that he can increase business urith the use of post cards mailed to his patrons. The card at left increased business "a lot" for Mary PickforoTs picture, "My Best Girl.*9 Hill got his idea for this out of "The Theatre." The one at right is used to notify patrons of the coming month's program. Free Show for Children Features Big "Excess Baggage Campaign 99 An "Excess Baggage" party at which children were admitted free if they gave their "Excess Baggage." unused toys* to an orphanage, was the high-light of an extensive campaign for that ^ illiam Haines starring picture when it played at the Broadway theatre. Tacoma. Washington. Manager W. S. Purutz of the theatre staff waged the campaign. The Tacoma Times co-operated in the promotion of the "Excess Baggage" party, giving the stunt front page representation for five consecutive days, and concluding with a three column lay out. All publicity in connection with the party stressed the fact that most children have some toy among their possessions which is seldom used and might be CAPITOL THEATRE BEST IN MOTION PICTVKS vrUPHONE MOVIETONE HOMr OF TUK1ET OLYMPIC THEATRE CAPITOL THEATRE OLYMPIC THEATRE FIR E D EPA RTM E N T POLICE DEPARTMENT A telephone number memorandum used by W illiam L. Hendricks, managing director of the Capitol and Olympic theatres, Steubeniillc, Ohio. The card is placed on tlie mouthpiece of a telephone. Xotice that the numbers of both theatres are plainly printed on the card. Although this idea is an old one, it is not often used ior theatres. It's a good way to keep the theatre phone numbers before the eyes of patrons. classified as just so much "excess baggage." It was suggested that these "execess baggage" toys would be desirable playthings for children at orphanages and similar institutions. A collection of such toys was therefore arranged to take place at the Broadway theatre where each youthful donor would receive the privilege of free admission to see "Excess Baggage." These toys were later displayed in a window of Allen's Shoe Store, an attractive location. Following the party, the children were presented with cups of Medosweet ice cream outside the theatre. The distribution of the cups was photographed and earned a two column cut in the Times. The ice cream tieup involved no cost to the theatre. A cooperative page of advertising was sold to local merchants, with the title "Excess Baggage" being incorporated in each "ad." The Tacoma Railway and Power Company was favorably disposed at the suggestion of a tieup which necessitated the use of a freight car and its attendant motor. The latter was billed "The Broadway Theatre Special." While the former bore banners relative to tht tieup. such as "The Tacoma Railway and Power Co. carries the baggage and "Excess Baggage" for the Fanchon and Marco shows. See "William Haines in "Excess Baggage"— Broadway — Now." Starting at noon on the opening day of the picture, the "special" was used for three hours. All main street car lines of Tacoma and South Tacoma were covered as the ballyhoo asserted itself by bringing gongs, bells and air whistles into play throughout its journey. Though a crew of three men was detailed to handle the "special," the theatre experienced no cost whatsoever for the stunt, aside from its contribution of the banners. The Washington Aeronautical Corporation had one of its pilots distribute ten thousand handbills from his plane, which flew over the business district of the city on the opening dav of the theatre. These bills were headed, "The Skies Pour Forth Their Greetings to the Broadway Theatre" and included a summary of the program. The sky distribution cost the theatre nothing. All important sidewalk locations were stenciled. Trailers were used in two West Coast theatres ten days in advance. Ten window locations were obtained for cutout and art card displays. Advance newspaper and billboard advertising supplemented the foregoing campaign.