Exhibitors Herald World (Jan-Mar 1929)

56 EXHIBITORS HERALD-WORLD January 12, 1929 w THE THEATRE Exhibitor's Radio Blankets City With Theme Songs Over Speakers When you blanket an entire town simultaneously, and with radio — that is exploitation. That plan was adopted by Don W. Doobler of the advertising and exploitation department of the Bloomington Theatres organization at Bloomington, 111., to put over three synchronized pictures playing consecutively at the Irvin theatre. The theme song of each picture was played and reproduced at the theatre, then sent out by private wire tr dynamic speakers at five music stores. One New Idea Each Week Is His 1929 Resolution (Special to the Herald-World) ALBANY, Jan. 8.— From the standpoint of the theatre owner there could be no better New Year's resolution than the one conceived by Herman Vineberg, owner of the Arbor Hill theatre in Albany. Vineberg has firmly resolved to conceive one new idea each week during 1929, said idea to be of the sort that will bring added patronage to his residential house. This system also affords the theatre an opportunity to tell something about the picture. Furthermore, as Hoobler writes us, "the feature of having the microphone on the set enabling the theatre to make announcements also adds materially to the general help, as, in the case of one of the films, the title was perhaps a bit misleading and this impression was corrected by the announcement." How the Plan Works The three pictures, for each of which the theme song was used, were "The Awakening," "Mother Knows Best" and "Four Sons." How he system works is explained by Hoobler as follows: Briefly, this idea is an electrical amplification of the Victor record, obtained by means of Victor electrola electric "pickup" or similar device run through a radio set for its amplification. The record is played and the sound amplified and run to power dynamic speakers located in various parts of the city. The record and reproducing mechanism is located at the theatre, and the sound transmitted to the cooperating music stores (in this case there were five stores, in scattered locations about the business section of the town). The sound is transmitted by means of a private wire leased from the local telephone company (the same as a temporary installation of a private telephone). The telephone company must take all voltage off the wire, however. Throw Sound Into Street The reproducing apparatus, located at the theatre, plays the theme songs and they are carried to the stores, to the large power dynamic speakers, located above the entrance doors and throwing the sound into the street. These loudspeakers are 450 volt amplified speakers, and are clearly and easily audible for a distance of one block in each direction from the speaker. Then, after the theme song (on the record) has been played, a switch cuts off this electrical pickup and cuts in a standard broadcasting studio microphone and the theatre man may make the desired sales talk or announcements pertaining to the song, that it is the theme of such and such picture, coming to the Irvin theatre (dates) also including a mention that the music may be had at (name of music store cooperating). Two Pictures Exploited at Once Two pictures playing somewhat near the same dates may be exploited simultaneously if desired. A brief explanation of the nature of the synchronization of the picture is also made, which gives patrons a clear impression in advance of what they may expect to hear when they see the picture. In this instance, the plan outlined above was used one week in advance of the picture and during showing also. Take Hicks9 Name Off Exchange List? Doggone If We Do! Verner Hicks suggests that we take his name off the House Organ Exchange list, but we aren't so sure that we will. And at that he says "I am always glad to get them." But here's the story and I rather think you'll prefer to keep him on your mailing list after reading his letter. Under the letterhead of the Phil H. Heyde Theatres — the Arcadia and Elks at Olney, 111., Hicks writes: "I think I should advise you that I am not connected with a theatre, and my name should be taken off the house organ exchange list; in fact I should have notified you some time ago, but have been on the road until recently. "I am now idle and looking for another connection as manager and should I locate I shall be glad to again be on the exchange list. When I severed my connections with the local theatres I notified those whom I was exchanging with, but recently I have been receiving some programs from others, who no doubt are wondering why they have not heard from me, and this will enlighten them. However, I am always glad to get their organs, and note some of them are improving since they first started mailing to me (some of those I first exchanged with continue to send theirs, which I am very glad to have). So you see it look-: as if Hxks will be back with us before i n sir, Hicks, we won't take your name off the Exchange. Publishes Endorsement Of Y. W. C. A. for Picture Manager W. P. McGeachie of the Algoma theatre, Sault Ste. Marie, Ontario, pulled off a fine stroke of business when he published the signed endo ,ement of local Y. W. C. A. officials f< "The Port of Missing Girls." The state .nent was signed by Mrs. J. A. McKel' , president, and Florence Campbell, gi s work secretary. E. E. Bair Puts Over Newspaper Section On Theatre Opening Our compliments go forth herewith to E. E. Bair, resident manager of the State and American theatres at East Liverpool, Ohio, operated by the American Amusement Company. A special newspaper section launched the new State theatre there with a real bang — not a blowup bang but a regular ring-thebell bang — that not only shows that Bair is muchly on the job as usual, but also foretells a good administration for the theatres with plenty of community good will. Bair writes to "The Theatre" that "your publication will no doubt recall the writer as former editor of the Falk Theatre News, published in connection with the Falk theatre, Cuyahoga Falls, Ohio, just a few months back. Trusting you will like the section being mailed to you." We will and we do! Weskil and Fagg Will See Results of This Goodwill Move "Just completed one of the biggest charity matinees that I have ever seen put on," writes Lester M. Fagg projectionist and publicity man, to this department from the Panida theatre at Sandpoint, Idaho. "We packed them in and had them standing up. "Put the matinee on Dec. 23d and the admission to the show was anything that the public cared to bring: A spud, or a full sack, an apple, clothing, canned goods, vegetables, or they could bring cash — a penny on up. The whole proceeds of the matinee went to local charity, and there was some proceeds! A good sized truckload of clothing and foodstuffs and also about $30.00 in cash." "Mr. F. C. Weskil (head of Amusement Enterprises) furnished the entire program without cost. The show was put on in the Panida theatre".