Exhibitors Herald World (Oct-Dec 1929)

54 EXHIBITORS HERALD-WORLD December 28, 1929 Tieups with Radio and Merchants Help Exploit M G M's "Hollywood Revue" Fred Perry, manager of the Strand theatre, Binghamton, N. Y., used radio broadcasting as one of the exploitation stunts of his campaign to help put over his showing of the Metro-Goldwyn-Mayer production, "Hollywood Revue." A short talk was broadcast twice daily over station WNBF announcing that "Hollywood Revue" was to be shown at the Strand and giving the playdate. Sim Allen, manager of the Avon theatre, obtained a merchant-theatre tieup in Utica, N. Y., in his campaign to boost the showing of "Hollywood Revue." The newspapers in Utica, are against merchant-theatre tieups, but Allen received permission from the Columbia Street Merchants' Association. The association of sixty-three stores printed twenty-five thousand heralds which were called "Contest Blanks." These heralds had the masked pictures of the stars of the "Hollywood Revue" and the public was asked to put the proper names beneath each picture. The "Contest Blanks" were placed in the stores of the association, and large cards were placed in the windows reading, "Step inside and get your free contest blank. Name these 'Hollywood Revue' stars," and at the bottom, theatre name and playdates. This splendid lobby display, made up to represent the forward deck of a showboat, was used effectively at the Portenos theatre, Buenos Aires, when Universalis picture of tliat name, "Show Boat," appeared. As good as the top rank displays in this country, we say. Buenos Aires Goes Broadway; Show Boat in Lobby Is Winner It may be a long distance from Buenos Aires to Broadway, geographically, but a keen exploitation mind cuts distances to a little less than the so-called irreduceable minimum. A case in point is that of the Portenos theatre at Buenos Aires, and Universal's "Show Boat" is the particular subject. Before mentioning the lobby display, brought out more effectively by the accompanying cut than by mere words, mention should be made of the fact that the word "Bohemios," which had such an important place in the display and in the float, is the Spanish equivalent for "show boat." Float Used 40 Days The float was driven around the city for 40 days before the premiere mounted on a Ford truck, it was electrically illuminated for both night and day use. Another record for advance exploitation was the use of radio broadcasting for 30 days prior to the opening. This put over the "Show Boat" music to thousands of radio fans in and around the South American metropolis. Then there was a tieup with a large perfume manufacturer whereby the perfume, known as "La Boheme," Spanish equivalent of Bohemios, was placed on the market simultaneously with the release of the picture. It was heavily advertised, tieing in with the production. During the performance, pocket sized sample bottles were given to the feminine members of the audience. Music Stores, Street Cars Help The management of the Portenos theatre mailed heralds to a selected list of residents, and daily mailed heralds to the new arrivals at all the hotels. All music stores carrying the "Show Boat" music on records had large window displays. Five hundred street cars carried half-sheets on front and rear and every subway station was posted with a three-sheet. The entire outer lobby was made to represent the forward deck of a show boat, with smoke stacks in the upper background and cutout figures representing the passengers, mounted on the upper deck. New Orleans Debutantes In Their Annual Picture The glare of the Klieg lights and whirr of the camera will soon greet the debutantes at New Orleans. Within the next few weeks the annual motion picture depicting the activities of New Orleans will be filmed. The picture which will be completed December 20, will feature scenes of airplane and steamboat rides in which the debutantes will participate, along with several meetings of the young women. Those who will take part are: Misses Dorothy Plauche, Mildred Plauche, Elizabeth Huger, Frances Tobin, Barbara Hensley, May Ivy, Elizabeth Parker, Maud Butterworth, Virginia Smithers, Helen Wiggington, Frances Remick, Anita Nolan, Shirley Cordil, Marjorie Brown, Lucy Sinclair, Louise Carroll, Calira Hero, Mildred Martin and Barbara Cassidy. College Week Attracts Them From Campus to Football Film You managers with theatres in college towns, what special hookups do you make with campus activities, particularly when the theme of the picture concerns the collegians? Did you ever try a College Week? The deluxe Earle theatre of the Warner-Stanley chain did recently in showing "The Forward Pass" and a splendid attendance of students was the result. Special nights were set apart for the various local colleges and high schools, and cards announcing these events were posted on the bulletin boards at these institutions. Ads were placed in all school papers, which also carried special news readers on the Earle's College Week. Fraternity houses announced the event, and loaned their fraternity banners and pennants for display in the theatre. Music stores featured "H'lo Baby," the theme song, and H'lo Baby Sundaes were on the fountain's menu at the People's Drug Stores and Kresge chain establishments. "The Forward Pass" was advertised by a special display of footballs in the windows of the Whelan drug stores, and in the Sport Mart and Walford's, sporting goods shops. A troupe of Washington dancers in a college colors drill ; a collegiate quartet, a cheer leader and special college melodies by the Earle Symphony Orchestra, were featured in a special prelude arranged by Daniel Breeskin, conductor of the orchestra. The youngsters came in droves, and evinced considerable enthusiasm during the prelude and regular program. Missing Song Lines Are Supplied in This Contest A contest to supply missing lines of songs was used by Manager Goulding of the Harmanus Bleecker theatre in Albany to put over M G M's "Marianne," starring Marion Davies. The Albany Times Union ran the contest for six days, and ten tickets were offered as prizes each day. Goulding also ran a Who's Who crossword puzzle contest with the Albany News.