Exhibitors Herald World (Oct-Dec 1929)

52 EXHIBITORS HERALD-WORLD November 2, 1929 Here is outdoor billing, unique in the fact that it covers the entire side of a building and was used by the Stanley theatre, Philadelphia. The poster ivas specially arranged and the heavy black border outlines a silhouette of the building. Trade Week Builds Community Good Will and Increases B. O. Receipts L nder the direction of Charles Winchell, manager of publicity for the northwest, Puhlix theatres staged a second Trade Week in this section. Trade Week, begun last spring, is a tieup between the theatre organization and merchants in all the towns of the northwest where Publix houses are located. "For building community goodwill and increasing business at the theatres, trade week has no equal," Winchell said. "Last spring we tried out a northwest trade week. It was entirely successful with business men only too eager to cooperate. At first we planned to hold this event only once a year but after the success of the spring trial, we decided to make it semi-annual and stage one each fall and spring. Receipts showed a IS per cent increase during the fall trade week over the spring. Furthemore, this increase in business has carried over beyond the original week." Chamber of Commerce Helps In each community, where a Publix house is located, the manager approached the Chamber of Commerce and the business men's association, if there were one. In other cases he went individually to the merchants to get their cooperation. With a few exceptions the proposition was the same. The merchants agreed to run special sales to induce people into town and the Publix theatre agreed to bill good pictures for the week. The Chamber of Commerce was called on in each instance for a sum of money to be used for street decorations and similar things. The newspapers were also dragged in on the Trade Week. With the merchants running special sales, advertising naturally increased and with this revenue to make them feel good, the editors were only too glad to give space for writeups on the pictures. The whole Trade Week was turned into a community project, a sort of fair for everyone in the county and, even farther away, as heralds were distributed, in some cases, up to a 50 mile radius of the town. Premiums and Passes Offered In a few cities premiums and passes were offered but this was discouraged as much as possible. In one town, the first ten people making purchases' of $5 or more in a certain store were given passes. In return for this. however, the merchant consented to inserts of the theatre's announcements in his daily ad. In another premiums of merchandise were offered by a dealer. Many varieties of ads were used. At one town, a page of Paramount specials was got up in honor of the Paramount theatre in that city. Measuring approximately 2 columns by 4 inches these ads were all of a size and presented a very attractive page. In other towns merchants made up their ads according to individual taste. Tieup with Railroad Exploits Chaney Film Carl Kligge, manager of the Parthenon theatre, Hammond, Indiana, made a tieup with the Big Four Railroad to exploit the showing of M G M's "Thunder." He obtained permission to place a large banner over their tracks, near the terminal depot, which read as follows : "A Real Railroad Romance — Lon Chaney in 'Thunder' with Phyllis Haver." The large banner created unusual comment and its location was such that many people interested in railroading were notified about the picture. The balance of his campaign was given over to window displays, and placards were posted in stores and shops near the railroad terminal. The box office of the theatre was dressed to represent the cab of an engine. "Co/i/eercs" Given Passes Manager W. P. McGeachie of the Algona theatre, Sault Ste. Marie, Ontario, pulled several Irish gags in presenting "Smiling Irish Eyes," starring Colleen Moore. Passes were presented to every girl in town with the name "Colleen" while the oldest Irish couple in the "Soo" were his guests at a performance. Ink That Puts a Kick In Newspaper Ads {Continued from page 51) to sell me on the idea about which I have written. Then I know it's going to sell somebody else on the idea.' How to Use Engravers Ink "To those who are not familiar with engravers ink, I will explain what it is and how it is used. Four years ago I became interested in its possibilities, when a salesman tried to sell it to us for use in making reverse plates for sales headings, etc. Engravers ink comes in powder form. This powder is mixed with water before it is used. The, first step toward making up a theatre layout, using engravers ink, is to get a piece of highly glazed cardboard, slightly larger than the layout. Then the ad, which you have in mind, is sketched out on the cardboard in pencil. Care must be exercised that the pencil does not make deep impressions on the board. After the complete sketch has been made you are ready for the engravers ink. Make sure the ink is not too thick or too thin. You can apply it with either a very small brush or pen. Every part of the ad that you wish to appear white should be covered with ink. All parts that are to appear black should be left untouched. Bear in mind that the process ordinarily works out into a reverse plate (white on black) but by reversing the process it also will make a positive plate. "After all the ink has been applied it is allowed to dry. Then it is taken to a newspaper stereotyper who casts it the same as he does an ordinary matrix. Be sure, however, that the metal is not too hot. To insure best results the tempearture for casting should be from 20 to 25 degrees lower than with the ordinary matrix. You probably are interested in knowing what the ink'has to do with making the plate. The instant hot metal strikes the ink it raises, much the same as unbaked bread. After it raises it crystalizes. This leaves an impression in the metal exactly where you intended it to be. After this the plate is taken from the casting box and is ready to be mortised for the insertion of type matter or special illustrations. Some very attractive designs can be worked out through the engravers ink process but don't expect too much. It cannot be compared with halftones and etchings. But it is inexpensive." Full details concerning the use of engravers ink may be had by writing Roy Crawford, 1203 West Mulberry street, Kokomo, Indiana. So much for merchandising and advertising. Properly done both will yield appreciable returns. On the other hand they are not the cure-all for box office ailments. Far from it. Foreign Stamps and Albums Bring Kiddies To Saturday Matinee The management of the Uptown theatre, Detroit, which is operated by R K O, came through with an exploitation stunt for getting the youngsters to their Saturday matinees which sounds like a dandy. Stamp albums and a number of packets of foreign postage stamps were obtained by the management, and these were given away free to all children attending the matinee. Boys and girls, the boys particularly, always have been intrigued by stamp collecting and it was the idea of the management the lure of gaudy foreign stamps would bring them to the theatre in droves. The children who wished the books and the packets, were given them as they purchased their tickets at the box office. U Buys Story for Mary Nolan NEW YORK.— Universal has just bought the screen rights to "The Girl from Evil Lane," which will be used as a vehicle for Mary Nolan. The story concerns a girl who runs a night club.