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

62 EXHIBITORS HERALD-WORLD June 14, 1930 w THE THEATRE Baby Elephant Eats Dinner in Front of Theatre And Record B. O. Is Dessert for Exhibitor WHAT that baby did to the box office ! And the baby was a youthful and covorting elephant, appropriately named “Swing High” for the festive occasion. Yes, that of course means that the reason for it all was Pathe’s circus picture of that title, with Dan Roche of Pathe working all six cylinders in a regular drive. We had an inkling of what was to come, in a chat with Dan during the Pathe convention in Chicago. There was the complete miniature circus which adorned the corridor in front of the meeting rooms. This we told you about recently in “The Theatre.” But Dan Roche was murmuring certain things under his breath regarding pachyderms, and we wondered. Now it’s all clear, “Swing High” was due to play at the Ritz theatre in Muskegon, Mich., the week starting June 1. Harley Derr, the manager, and Dan Roche got together, and this is what happened. A tiny baby elephant — “tiny” as elephants go — paraded the streets for two days before the opening, guided by a trainer wearing a gorgeous blue and Here he is: “ Swing High” — that of course was his nom de cine for the occasion — did all his tricks and hoiv he did draw them in at the Ritz in Muskegon, Mich., for the Pathe picture. white uniform. The elephant, duly dubbed “Swing High,” was something of a color scheme himself, with red velvet and gold trappings and a sign that read, “Come and see me in ‘Swing High’ at the Ritz, starting Sunday.” But the elephant did not confine himself to ambling around the town. He had an act, too. In front of the Ritz, with traffic suspended because of the crowd, baby "Swing High” sat at a table, ate food, rang a bell for more, then p-ravely wiped his “lips” with a towelnapkin, and he did other stunts, too. Well! This was something different, and the Muskegon Daily Chronicle, always chary of space for theatre publicity, had a long story on the second page telling about the elephant’s frolic. Of course the elephant was not the only publicity subject. The lobby and marquise of the Ritz were decorated with flags, banners and toy balloons, and a huge sign, illuminated at night, was set at the extreme top of the building with the words “Swing High” visible from all parts of the city both day and night. Ringmaster Directs Patrons And a correspondent writes us that when “Swing High” was given its world premiere at the Orpheum theatre, San Francisco, manager Cliff Work decided that the circus idea was a “natural” for a campaign, so he arranged a parade and decorated the lobby in true circus style. A ringmaster directed patrons to the box office and a smiling clown took the tickets at the door. HONESTLY! There are 2 pictures on this particular mailing program which we do not want a single patron to miss, because we are sure that your seeing them will enlist your additional respect for The Hollyway, and its constant endeavor to please you. “TODAY AND YESTERDAY” (As valuable to you as though it were an hem loom from Grandma.) “HUNTING TIGERS IN INDIA” (Owing to British East Africa restrictions, you may probably never again see such a thrillingly' truthful adventure.) Each of These Specially-Chosen Subjects Is an Exceptional and Extraordinary Treat HOLLYWAY THEATRE 1624 Sunset Blvd. LOS ANGELES. CALIF. THIS SPACE Return Postage Guaranteed FOR {STAMP] Postmaster: If addressee has re moved, notify sender on | FORM 3547 | postage for which is guaranteed. Are you using mailing programs, or mailing cards , as they usually are called? The building up of a mailing system, with its personal appeal, is axiomatically a strong help to the box office. The Hollywood theatre in Los Angeles sends out the above card , and attractive it is, too. The other side of the card gives the program day by day for two weeks. The reproduction is slightly larger than the original card.