Exhibitors Herald World (Jul-Sep 1930)

July 26, 1930 EXHIBITORS HERALD-WORLD 45 Motion Picture bufieau of standards Sil*«^ 1HEMANIIIMSKY SUNNY AOIOS RiaUUU) 6Afl11CUIMU** KISMET THC SAO MAN TKIWMMOflKtMMIlv MIGHT LIGHTS CIU. or TM «IMI> wtST raurwTHeucHw MOTHER'S CRY ■nnnio woman hungry captain 8100d theiikiitofway 'numuuo men mcmominoeo uttu caesar MraCRS SON THEGOAILIA mt RECKLESS HOUR 1ME HOT HEIRESS IMElAOfWHOOMIO THE WAY OF All MEN THE TRUTH AaouTnuni 0«EIMn«TSVSl£S MM 10 MMOISt DEEP PURPLE BROKEN DISHES GOING WILD QUEEN Of MAIN STUIT COUEGE LOVERS nEWtUeHTY FLIRT THEWIOOWiu.ailCMSO SCMIET PAGES NORMAL RKtIPTS OTIS SKINN€R WAITER HUSTON W/tLTER HUSTON ooaiiniuauiMiuiHHn MumunK'UMinnri Ruiacuiuw/umfiKaii mm aui cuusit wvei JOCE eUMN lll/kli('FIEIinMLER SUATIIII STORY (nnmuiuxmiLwm a»tttuaiit«iaatieE FttSKHlin IMHUHIl «lUMuaiKU»noin noniDMiiicTmnoRT IIUIEC JOE FRISCO will.* ohher novf; niUKKICEISilUIITIIUM null oon nmuY nuitE MMmniWKniauuiR MfnA nwG CMW« nuu MaiE OOVE iflnu nunc jut MiHiuii A OMMITIC HIT MIIUnimCMMTmTIU*! JOE E. BROWN IIIA U( BEN lYON ALL STAR CAST m mniDRinHniursigiR DULMMiTiM imamiaiM milMtCMMMIIUIIUai coMMAf Aitmujpnua with PROSPERITY GROUP DISC OR FILM £onf forget WmVHOnt VARIETIES -* TOCOMPim THE SHOW The Motion Picture Bureau of Standards' Box Office Prosperity Gauge, designed by Nat Levi of the San Francisco First National Office for the joint First Natiorud Vitaphone convention held recently in that city. On this all forthcoming attractions were listed, with the release numbers and principal stars. Miniatures were sent to all the exhibitors in the territory. ''Box of Candy Idea' Hits Manager's Sweet Tooth; A Few Tieups; AlVs Sweet When the Fanchon and Marco "Box of Candy Idea" came to the Fox California theatre, San Jose, Cal., manager A. C. Miller lost no time in letting the public know that it was a sweet show. He induced the City Council to issue a Candy Week proclamation and in this the council members congratulated the theatre management for bringing out an idea for helping business. Confectionery stores installed special displays and made special drives on boxed candy which resulted in much added business for the week. A tieup was effected with the Toledo scale interests and the Sunkist beauties were weighed frequently in public to demonstrate how they thrive on a candy diet. The publicity proved great for the show and also helped the business of those who co-operated in making it possible, so that everyone was satisfied. Hanford, Cal., Gets Taste Of Big-time from Sharpe When the neighboring town of Hanford, Cal., celebrated Homecoming Day, an event which attracted thousands of former residents, George Sharpe, manager of the Wilson theatre, Fresno, took the Fanchon and Marco organization there to add to the gaiety of the Running Benefit for Orphans Goes Over Big and Also Gets Publicity When it comes to having publicity literally placed in your lap, the Fox Uptown theatre in Milwaukee, managed by Louis Orlove, did the trick. In doing anything for people, there are always some who sincerely appreciate any effort in that direction, and it implants more firmly than ever the good will and confidence that every theatre owner seeks to establish. Orlove heard of the retiring of the president of the Parent Teachers' Association in Milwaukee and immediately got in touch with him and sold him on the idea of running a benefit for the orphans at the Uptown theatre. The idea was at once accepted by the retiring president, who arranged with prominent business men of Milwaukee to sponsor the huge free kiddie party. Arrangements were made with the street railway company to transport the children to the theatre on the Saturday afternoon of the party. An ice_ cream dealer was promoted to serve the kiddies with ice cream ; candy concerns offered hundreds of boxes of candy gratis ; department stores planned to present the children with novelties and kiddies from seven different orphan societies of different creeds, were invited to the party. Orlove contacted all the daily and Sunday newspapers which devoted column after column of ink on the Uptown. Several newspapers carried front page stories on the party and were on hand to "shoot" pictures of the kiddies in front of the theatre for their paper. One of the city's hardest dailies to crash from a publicity angle ran four advance stories on the affair and also ran a picture in the Sunday edition the day after the event. Sky Writer Makes More $ $ Marks for California 's B. O, While sky writing is not brand new to San Francisco it is still very much, of a novelty, so when Theodore Poison, local aviator, wrote the words "Welcome Barthelmess" in smoke against the noonday azure the message had several hundred thousand readers. This was one of the stunts arranged by Manager Robert E. Hicks of the California theatre in connec The CINEMA ART GUILD Presents -AS 'Monsieur Beaucaire By Booth Tarhmgton "THE BIG PARADE" OF ROMANCE IN FRANCE Lieut. Com. Richard E. Byrd -IN"America's Polar Triumph" CONTINUOUS I lo 1 1 P. M. SAT. & SUN., 75c CINEM The Art Theatre of Shadow Silence CHICAGO AVE. • JUST EAST OF ** MICHIGAN The Cinema Art Guild of Chicago ivielded the magic wand given to all theatres which possess cameras, and from the past was draivn Rudolph Valentino playing in the old Paramount film, "Mon' sieur Beaucaire." The name is rather unobtrusively written, yet it gives one somewhat of a start when it is read, and — a desire to see the picture. tion with the world premiere of "The Dawn Patrol" and the personal appearance of Richard Barthelmess. The visiting star was accompanied by his mother, Jack L. Warner, vice president in charge of production for First National and Warner Brothers; Mrs. Jack L. Warner, Howard Hawks, director of the picture; Mrs. Hawks, sister of Norma Shearer; Hal B. Wallis, coexecutive of First National, and Mrs. Wallis, better known as Louise Fazenda. The party was welcomed at the station by Ed Rainey, representing Mayor James Rolph, Jr.; Chief of Police Quinn, executive of Publix Theatres, Ken Whitmer, who serenaded the party as a one-man band, and a group of dancing girls from the Paramount theatre. A motorcycle escort led the parade of cars to the Mark Hopkins hotel. Among the distinguished^ guests at the evening performance, when Richard Barthelmess appeared in person, was John H. Trumbull, Connecticut's famous flying governor and father-in-law of John Coolidge, with a party of local civic leaders. During the week the California theatre, in cooperation with the San Francisco Chronicle, threw a party for San Francisco caddies, admitting them by badge. The boys not only saw a great air picture but likewise saw their idol, Bobby Jones, in action in a newsreel from England. Stage Weddings Popular Now; Seven Couples Want Honor at Dayton Colonial Theatre marriages are so popular in Dayton, Ohio, that when the management of the R K O Colonial house offered seventy-five dollars as a wedding gift to any couple who would be married on their stage they heard from seven pairs of applicants. The stage wedding was part of an exploitation plan to put over the engagement of "One Romantic Night." The stunt was given play in the newspapers and merchants featured it in their window displays. Eleven of the business houses contributed gifts. Lillian Gish spent part of her girlhood in Dayton and this was played up in the advertising as well as in the Sunday feature sections of newspapers. Tieups were arranged with florists, clothiers, hardware dealers and jewelers. Complimentary tickets were given to couples procuring marriage licenses between certain dates. The bride and groom chosen were married on the stage on the third day of the picture's run. The campaign was conducted by M. N. Blattner, manager of the Colonial ; Joseph Keller, publicity man for the house, and John I. Wagner, United .Artists representative. His Wife Grows Flowers; Manager Displays Them It's a lucky thing for C. H. Buckley, owner and operator of the Harmanus-Bleecker theatre in Albany, N. Y., that Mrs. Buckley has one of the finest flower gardens in that district. Two huge vases at either end of the stage are always filled with beautiful flowers, while the lobbj^ and other sections of the house also give daily evidence of Mrs. Buckley's ability in cultivating flowers. mttA'i