Exhibitors Herald World (Jul-Sep 1930)

44 EXHIBITORS HERALD-WORLD July 26, 1930 ?9 Tieups^ Tieups^ Tieups — Here^s Alhambra ^s on "The King of Jazz Sound pictures have opened wider fields of exploitation for the enterprising theatre manager and publicist, wider fields for the promoting of his stunts. Especially is this true in pictures which feature popular musical selections. When the "King of Jazz" played at Universal's AJhambra theatre, Milwaukee, one of the big features of a splendid exploitation campaign executed under the personal direction of Fred S. Meyer, was a tieup with over 25 music stores and music departments in other stores. An excellent tieup was arranged with Vesey Walker, one of Wisconsin's best known musical instrument dealers, who handles all the instruments nationally indorsed by Whiteman's men. A large cutout head of Whiteman, 9x5 feet, was mounted as a background for the large window. A cutout sign, 4x3 feet, with a list of instruments endorsed by the band and two 22x28 processed signs placed in conspicuous spots in the other windows, completed the display. Many Signs in Stores A large cutout sign 5x4 feet on a Leedy Drum tieup was placed in the window of the Wurlitzer music store. The Planner Hafsoos music store featured a sign with stills from the picture along with the title of the picture and name of the theatre in their window. A sign tying up the Whiteman band and Leedy drums was placed in the window of the Buech Saxophone shop, while 22x26 processed cards with stills mounted were placed in the smaller musical instrument stores that did not carry the national tieup instruments. The Radio Specialty Company, Atwater Kent jobbers in Milwaukee, distributed 50 processed signs among their retail dealers on Paul Whiteman's broadcast and the Atwater Kent radio. Fifteen processed signs were distributed by the Specialty Music company to their dealers. A number of Paul Whiteman hangers also were distributed to their dealers. This firm supplied the stores with title pages and saw that they were given proper display. A 22x28 processed sign and title pages were featured in the windows of the Kaun Music store as well as the Hambitzer Music house. Twenty processed signs, 22x28, were distributed by the Victor jobbers to their smaller stores. Five thousand heralds were distributed to their department store accounts. Department Stores Help Fifteen processed signs 22x28 were distributed by the Columbia representative among his dealers. A number of Universal Whiteman hangers were also used. A special Whiteman "King of Jazz" cutout, furnished by Columbia was used in making Columbia record window displays. In all instances processed signs were used in window displays or placed in a conspicuous part of the window. Leading department stores also aided in the exploitation. One thousand heralds were distributed in the record departments of Gimbels, while special signs on "King of Jazz" records were displayed as well as special Columbia phonograph record company cutout of Whiteman. Three thousand heralds were distributed in the record departments of the three Schuster stores. Special signs advertising the records were displayed as well as the special Columbia Phonograph company cutout of Whiteman. The Tillman music department in the Espenhain department store carried nothing but "King of Jazz" displays ranging from a large cutout to processed signs provided by the phonograph jobbers and the Alhambra. Title pages were mounted on all the department's panels and fifty Whiteman hangers were tied to a fifty-foot wire strung across the music department on the main floor. Orchestrations on Radio Radio broadcasting was also brought into use to exploit the picture. Because this method on a strictly commercial basis costs a great deal of money, the Alhambra sent for orchestrations from the music publishers and distributed them among the broadcasting bands in hotels and radio stations. These included Isham Jones, Art Collins, the WTMJ studio orchestra, the Uptown Village orchestra over the Racine, Wisconsin, station and the Wisconsin Roof orchestra. The hits from the picture were sung over WTMJ and WISN on various commercial hours and mentioned as numbers from the "King of Jazz." A rather unusual tieup was effected by Charles Lowenberg of Chicago, Universal exploiteer, with William J. Lachenmaier, who paid for a full picture page on the back page of the Milwaukee Sentinel, in return for a trailer on the screen. ' A contest also was inaugurated by the Wisconsin News in connection with $100 in cash and fifty sets of theatre tickets were given in prizes to the best reproductions of Whiteman's features. The prizes were divided into two classes, artistic and unique. 125 Streetcar Cards Outdoor advertising included 125 streetcar cards printed in three colors announcmg the picture at the Alhambra, fifty 24 sheet boards, twelve of them illuminated and_ all of them in choice locations. In addition, 100 tire covers were displayed on Checker cabs. A tieup with Western Union through a telegram from Roxy gave the theatre displays in twenty-two of their city branches and three railroad terminals. Special processed 14x30 inch cards were used. A tieup was effected with the 23 Milwaukee Walgreen drug stores whereby 20,000 rotos were distributed, a roto being wrapped along with each parcel. The copy tied up with their fountain lunch. Side Walls in Lettered Velour The two side walls of the Alhambra lobby were garbed with blue velour with silver letters mounted on it. Two 18 foot cutout beaver board displays containing photos and copy completed the side walls. The box office was made up in modernistic style and arrayed entirely with silver. The entire display was illuminated with a series of bunch lights, spot lights, reflectors, etc. A Whiteman Old Gold display was also featured in the restroom and Old Gold cigarets given away. An Old Gold tieup also was featured, in connection with which 300 processed cards 14x22 inches were placed in 150 flash locations. Ann McDonough handled the newspaper advertising and publicity in connection with the campaign, while all tieups and general exploitation were executed by Harry Glazer. L. G. McDaniels was responsible for the art work and cutouts and Milton Schultz and Connie Woederhoeff had charge of the shadow box and theatre front displays. ^DELPHI Our Admission Prices Are the Lowest in Rogers Park DaUy— Adults, 30c; Children Under 12, 10c Sun. and Hol.^-Adults, 35c; Children, 15c To the 2,600 New Families Who Have Just Moved Into Our Community We "EXTEND A HEARTY WELCOME" and take thiA opportunity to introduce ourselves and to tell you about "YOUR OWN NEIGHBORHOOD THEATRE" The Adelphi Theater is conveniently located at the comer of Estes Ave. and Clark Street. Broadway Car No. 1 and dark Street cars No. 2Z stop in front of entrance. The theater contains 1287 comfortable seats all on one floor. The theater itself is as nice a neighborhood house as you can find. It is owned and operated by men living in your own coramunity, men who are interested in all community affairs and men who spend what they earn in their own community. You will find here a homey atmosphere and courteous attendants. You get a hearty 'lltank you" from Miss Buettner, our caAhier, when you buy your ticket. Morris at the door thanks you when you drop your tickets. Any one of the boys. Art, Lou or Melvin, will see that you are seated promptly and that you are comfortable during your visit to this theater. We want you to know that you can check -bundles, or umbrellas free of charge. And we also call your attention to the convenient parking facilities. We haven't said anything about our shows and the remarkable programs we ofiFer. V/e ask you to read next week's offerings listed below. This is just an example of what you can expect and really get at this theater. And last, but not least, let us tell you that this theater has been officially proclaimed a perfect talkie theater and has been awarded a "bronzed plaque" for its perfect reproduction of "sound' and talking pictures.** This honor has been bestowed upon only one other theater in Chicago. We ask you to give us your consid* eration and we hope that our little efforts will help to in*ke yea glad at your decision of moving into our commanaty. Speaking about community work in the management of a theatre, Ludwig Sussman of the Adelphi theatre, Chicago neighborhood house, shows in the above ad a keen sense of how to win community interest, as well as an alert attention to the news of the day as it affects his business.. The Adelphi, it will be recalled, urns the first neighborhood house in Chicago to win the HeraldWorld plaque for better sound reproduction, and Sussman, as announced last tveek, followed up by deciding to install thirty earphones for the 'benefit of the hard of hearing. Another clever exploitation move. Theatre Night Feted by Athletic Club of Oakland Fox West Coast Theatres Night was celebrated recently by the Athens Athletic Club of Oakland, Cal., at an affair that brought club members and theatre managers and attaches together in a manner that could not be otherwise than beneficial. The occasion marked the eightieth week of Hermie King's engagement as master of ceremonies for the Fox-Oakland theatre, one of the longest continuous runs any musical director ever has had in Oakland. Following a dinner dance a special show was put on for the entertainment of club members and their guests, with Hermie King as master of ceremonies. Practically the entire Fanchon and Marco show came over from the Fox-Oakland, together with manager Frank Newman and executives of the Northern California division from the San Francisco headquarters. New Song on "All Quiet" "All Quiet on the Western Front" is the name of a new song written at Universal with music credit to Lew Hanman and lyrics by Bernie Grossman. Hanman, Kent & Goodman is the publisher. .Song will have no tieup with the picture but will try to capitalize on the success of the film.