Exhibitors Herald World (Jan-Mar 1929)

34 EXHIBITORS HERALD-WORLD January 19, 1929 W SOUND PICTURES Try Out This Knockout Ad Idea! UP on your toes, men, and give a real hand to Don Hoobler, advertising and publicity man of the Bloomington theatre at Bloomington, 111. For a drag-'em-out campaign this one is right on the top rung of the ladder. As for the results, we'll mention them after we've told you just what he did. As a matter of fact, the reproduced newspaper ads on this and the next page speak for themselves and tell the whole story. But we'll condense it a bit. Al Jolson's "The Singing Fool" was coming to the Irvin theatre. Now let's emphasize right here that the very same campaign can be put on for any good picture. Be sure, first, that it is a good picture, however. Asks Public for Idea Picking up the sound theory that everyone likes to be on the "inside," Hoobler tells the public through the first advertisement that the coming picture is so good that "he feels words cannot describe it." So he asks the prospective patron to tell him what he would do if he were in the advertising man's boots. All he asks is the idea; he says "Don't Try to Do the Work." And he offers $175 in awards. Simple, isn't it? Perhaps. Anything looks simple after we see it. One big result was that it gave the theatre an accurate check on its best publicity medium, and that, the contestants decided, was the newspaper advertisements. Small Ads Used Daily Hoobler writes to "The Theatre" as follows : "Tear sheets from a campaign used by the writer for the Irvin theatre for 'The Singing Fool' and which attracted much attention, are enclosed. The ones enclosed comprise the two larger advance announcements (the first of these is reproduced on this page, the second is reprinted on page 37) and the other (see the large ad on the same page) is the followup which was used during the run of the picture. "The smaller ads issued each day previous to the Qpening and following these larger announcements were omitted from this group, as they were practically the same in subject matter as these. Thousands Interested "We have never run a contest which was more successful in replies received. It seemed that thousands were interested in advertising and the letters and ideas were numerous, although most of them were old and stereotyped and anything but original. "A very interesting feature of the contest was that it gave us a check on our most important mediums and the ideas chiefly consisted of newspaper ads. You see, the ideas suggested most often would naturally be the ones which the people thought of most often and consulted. "Would like your opinion of the campaign. It is needless to say anything about The IRVIN S Ad Man Here^ the Proposition: The Irvin theater's advertising man, whose duty it is to tell you ■bout that theater's Mg picture productions has seen one (and heard it too) that Is so extraordinarily good that he feels words cannot describe It. He has gone over all his. Ideas for "broad* casting" to you all the fact that a really unusual attraction U coming. Truth, of course must be adhered to, and he wants you to see the picture, "The Singing Fool" starring Al Jolson which begins a 7 day run at the Irvin next Sunday and tell him. in your own words WHAT YOU WOULD DO IF YOU WERE IN HIS PLACE. Almost Everyone Is Interested in AflvAvft icintf —whether conscious of it or not. Don't feel rtU VCn ISing ,ha[ you cannot think of any idea of this sort Give the Ad Man your impression of the proper way to let the most people know about the picture for he knows that, like himself, after seeing the picture you, too, u*ill be highly enthusiastic. To the fight ire listed tome of the medium* of idWilling uied by the tbettrei EliboriK on theie. tiled ■ thotght of your own or tomeihinf. you heve wen used DON'T TRY TO DO THE WORK, Jul lei tor *hi >oui the fill HEBE ARE SOME OF THE ADVERTISING MEDIUMS t'SED BY THE THEATRES '175.00 in Awards (or BEST IDEAS "THE SINGING FOOL" A W»rn»r Brother* Vltsphone Talking ■rid Singing Senullon STARRING AL JOLSON IRVIN ENTIRE WEEK STARTING NEXT SUNDAY First Prize— Kadiola 18 seko Torn 6rcr.esTiD>iS I the success of the run for that was abnormal everywhere, but our opening day was big." A Real Followup Well, Hoobler, we think just so much of it that we are passing it on to all readers of this department with the recommendation that they put it to use, for it should be a whiz for anyone. Note, everybody, that in the followup ad (on page 37) Hoober thanks all who took part, names the winners, quotes the winning letter, names the judges, and then adds that "when an original suggested idea is use, credit will be given to the person suggesting it." The winning idea was this, to quote from the patron's letter: "You might advertise that each night certain persons who come to the show will be chosen to have their pictures taken. These pictures will be moving pictures, taken in their home, at their office or any place you might desire. You would also get their impressions of the picture and have that written in letter form, and these letters with the pictures might be shown on the screen the following night. "There are many, in fact, nearly everyone, would like to see themselves on the screen and they would be back the following night to see just how they looked. I feel certain that this would arouse a great deal of interest. If it were not possible to have a movie made, you might have some stationary pictures and letters made and show them." Nor was that such a bad idea in itself. [Keep your seats a minute, folks. Next week, not "East Lynne" but another campaign on "The Singing Fool," and sent in by Alvin Hostler of the Strand, Altoona, Pa. And a dandy it is, too.'] Speak with Care or Lose Screen Personality, Says Del Ruth to Audien Actor (Special to the Herald-World) HOLLYWOOD, Jan. IS. — Roy Del Ruth, who has had an abundance of experience with Vitaphone pictures, today declared that the only hope for actors who wish to survive the tone era is that they speak with such exacting care that their voice does not change their screen personalities. He predicts that otherwise quite a few big people of the screen are going to fall by the wayside. "A big he-man," he says, "with a strapping body will be ruined the minute his audiences realize he has a tiny, squeaking voice." Several players of prestige are regarding this matter with apprehension. Their voices do not fit the line of parts which they have been playing and to which they owe their reputations. There is always a way out for the actor who is willing to undergo study and rehearsal. Del Ruth is directing "The Hottentot" for Warner Brothers.