Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

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42 EXHIBITORS HERALD-WORLD May 3, 1930 w THE THEATRE You Can Make Dollar Night a Box Office Night If You Select a Family Picture CLAY CENTER BOWS TO MORGAN SNYDER ITS PROTEGE WHO IS CLIMBING THE LADDER OF BASEBALL FAME And Give* Tribute Thursday. April 18 By A Specially Arranged Program Including The Showing Of A Film At The Rex Theatre Picturing Morgan In Training With The Kantaa Cty Bluer Morgan * Parent*. Mr and Mr*. J. P. Snyder. Hu Brother Gordon, and Sitter Mr*. E. E MaU Are CueaU Of Honor At ThU Special ErenL Model “A” Fords* Universal Motor Co. Morgan Snyder The Harmony Cafe Morgan Snyder In Baseball--Australian Dynamite In P REX SHINE PARLOR A Cake.. Morgan Snyder In Catcher’s Uniform With Our Compliments 'DR'JG TO’E J. C. Weroette, Photographer Alfred G Hamfeld, Florist A BOX QF CIGARS Belin News Service MEATS Gabbert’s Market Another day Center Faroote Triple “A" Ice Cream TheKANDY KITCHEN “We are very proud to have Mr. and Mrs. John Snyder and family as our guests at the Theatre, Thursday night. The Snyders tvill be accompanied by the members of the American Legion Junior Baseball League, who tvill also be guests of the Rex. Help them celebrate.” So ran the notice in the theatre ad as a part of the double truck cooperative advertising of the Rex theatre at Clay Center, Kan. What’s wrong with the Dollar Night idea? Not a thing! The fact is that many a socalled old idea is a mighty workable one. And when you come right down to cases, it’s only once in many blue moons that a brand new idea does loom against the skyline. The big thing is to make an old idea look new. That’s why the management of the Grand theatre at Melfort, Sask., Canada, made such a go of it with a Dollar Night that for $13 expenditure on exploitation the house was packed to the roof. And one big reason it was successful was that the boss knew how to pick a picture for a Family Night. Not only did the Grand play to capacity on the Dollar Night, with only four days in which to prepare for it, but the same picture did two more nights of good B. O. at the regular prices. Picks Family Picture Miss S. M. Assely H. C. of the Grand theatre writes The HOE Club (and that’s the why of the initials after her name — the Club diploma) and rather apologizes because it’s an old stunt. But the proof of its merit is in the proceeds, and people still are running theatres with the idea of making a living at it. So let’s let our heroine have the stage for a minute : “While a ‘Dollar Night’ is an old stunt, we had not tried it before,” she explains. “In looking over the press sheet on ‘Harmony at Home,’ I realized it would be a good family picture. This was Wednesday, and the picture was billed for the following Monday, which did not give us much time to advertise, as -our paper is issued once a week. Covers Houses and Stores “However, I had handbills, as per enclosed copy, distributed to houses (mail) on Saturday before the showing and to the business places (by boys) every day for four days. Also carried an advertisment in the paper. “On Monday we had a packed house (505 seats). Many came who had not heard the talkies before and am sure they will come back again. The picture was excellent, recording. good and the ‘Our Gang’ comedy just finished a dandy program. “Of course, this was good for one night only. Ran the same program the next two nights and did a good business at regular prices, 55 and 25 cents. And Cost Is Only $13 “The cost was very small as compared with the results. The programs did not cost extra. Five hundred handbills (printed locally) $4.50, 500 regular bills from the exchange, $2.00, mailing $2.50, display ad in the paper three columns, six inches, $4.50, making a to tal cost of $13.00. We had 130 families, so you can see it was well worth the $13.00 expended. Might also add that we ran slides (typewritten, radio mats) giving all particulars of ‘Dollar Night.’ “As stated before, we had two other good nights on the same program at regular rates. “In the summer, with the roads open, the stunt would have stood two nights here. But as the roads are still bad we drew from the town only. “This stunt, I believe, is usually suitable for small towns. Melfort is 1,700 population.” Fashion Revue Night Brings Beauties’ Parade Every Monday night is Majestic Fashion Revue Night at El Capitan theatre in the Mission District, San Francisco. The management of this Fox house has made arrangements with the Majestic Cloak & Suit House whereby the latest in coats and dresses are shown in a fashion revue in connection with the regular show. El Capitan stage revue girls parade on the stage in the garments from the nearby store. Jay Brower is master of ceremonies. Hunting Names in Classified Section Not New but Good To help Frank Price, Jr., manager of the Rivoli, Baltimore, put over “Murder on the Roof,” Irving R. Franklin, publicist-author of the Columbia New York office, came to Baltimore, and arranged a full page of tieup ads with various merchants and the Baltimore Post to exploit the title of the play. Another tieup arranged with the Post was the publication of star head cutouts in connection with hunting for names in the classified section. Franklin also had sent out several thousand fake subpoenas supposedly summoning persons to court, to advertise “Murder on the Roof,” the title page of which read : “In the matter of State vs. Anthony Sommers, SUBPOENA. Thomas Jordan, Attorney for Defendant.” No return address was used on the envelope and as the paper was gotten up in the form of a court subpoena, it is estimated it was read 100 per cent.