Exhibitors Herald World (Oct-Dec 1930)

October 4, 1930 EXHIBITORS HERALD -WORLD 45 Here's a gun to shoot yourself AND YOU might just as well if you don't see Florenz Ziegfeld's and Samuel Goldwyn's presentation of Eddie Cantor in 'WHOO PEE" NEWER AND FINER TECHNICOLOR GIRLS — and' more girls. Love — and more love. Laughs— and more laughs. The wizard of the screen and the genius of the stage united to give you the marvel picture of the year.' __ COMING FRIDAY ■ ■ PUBLIX-BALABAN A KATZ NhVICKERS And you may as well shoot yourself if this isn't a pretty clever ad, too. McVicker's theatre, Chicago, carried it five days in advance of the opening of "Whoopee," the United Artists film starring Eddie Cantor. Vancouver Showman Drops 1,000 Passes from Airplane One thousand tickets to "Dawn Patrol" were dropped from an airplane over Vancouver, B. C, for the showing of the First National picture at the Beacon theatre. The stunt was made possible through a tieup with the Aero Club of British Columbia. Although the showing was a second run, prices were doubled and the Beacon did capacity business. a.\khw ^trailer ** \ trailer 'distinct styles 1 1 o no I ; Iscreen j.e'rvicr I >T(MICMO MEW YORK. UK AHGiUsl Human Billboard, Old Stagecoach Exploit 2 FN Films in Los Angeles [Pictures on Page 44] We would refer those who want action in their exploitation campaigns to the lively promotion program carried out by the Warner Downtown theatre, Los Angeles, where a live figure in a moving billboard gave the populace all the action it desired. The picture exploited was First National's "The Bad Man." A ballyhoo truck with laud speaker attachment was the only stunt used, but it was aplenty. Huge billboards on either side carried copy on the film. The billboards were really nothing but cheesecloth. In the center on either side was painted a picture of Walter Huston, star of "The Bad Man." A border of electric light ran along the outer edge of the billboards or signs on both sides of the truck. This Billboard Shoots The picture of Huston represented him as the Bad Man and he held a pair of sixshooters in bandit-like fashion. At intervals during the truck's progress through the streets, the border of electric lighting was switched off and suddenly the menacing figure of a real bandit sprang to life. This was done by having a man dressed in the same garb as Huston stand inside the truck. Inside lighting effects caused his figure to show through the cheesecloth. Vividly illuminated while the rest of the sign was in darkness, this man announced particulars of the picture's showing through the loudspeakers. He punctuated his brief address by discharging both of his six-shooters, which carried blank cartridges, of course. But the stunt created a sensation in the streets of Los Angeles. Have Stagecoach Reception "Girl of the Golden West," another First National picture, enjoyed a successful run at Warners Hollywood theatre, Los Angeles, after a stagecoach reception, et al. The overland relic of the frontier days was drawn by four horses. A group of girls rode in it and cards on the sides said: "We're on our way to greet Ann Harding in 'Girl of the Golden West' at Warner Brothers Hollywood theatre." Shortly before the picture opened it was announced that a "gold hunt" would be held outside the theatre. A bag containing $100 in gold was hidden in a niche in one of the first story windows of the Hollywood theatre building. When time for the gold hunt arrived the sidewalk was jammed with persons seeking the treasure trove. Attractive Displays Advertising and window displays played up the card angle of the picture, in which Ann Harding, the heroine, plays showdown with the villain to save the life of the man she loves. This made a good key for exploitation and window decorations consisted of large playing cards arranged in the form of a royal flush. Above the main entrance was a huge roulette wheel with cutout head of Miss Harding in the center. Scholarship Gets Reward At Hamilton Strand; Free Passes Given Youngsters H. E. Wilton, manager of the Strand theatre, Hamilton, Ont., is making scholarship worthwhile for children in his city by offering free admission every Saturday afternoon to those whose grades in school come up to a set standard. The juveniles are required to show their school report cards at the box office. This has been the talk of all the school children, he reports, and has brought many parents to the matinees, too. The Strand was reopened a few weeks ago after remodeling. To start the new season off right, Manager Wilton offered passes for the best letters describing alterations and the new front and marquee. Wanted Greater Seating Space in Louisville Houses The Brown theatre, Louisville, gave away an Austin automobile two weeks ago, after carrying on a contest for a month. The house has a seating capacity of 1,500, but on the evening of the award there was seating space for less than half the crowd. Harry Martin, manager, estimated that 2,500 were turned away from the doors. "Holiday" was the picture showing at the time. The Alamo theatre, also in Louisville, had a similarly large crowd when it gave away an electric refrigerator. The house seats 1,000. There were 300 standing and 2,000 in the streets, it is said. "Sea Wolf," starring the late Milton Sills, was on the screen. Another gift night was held at the Alamo September 24, when three radio sets were given away. Cooking School Brings in The Women at Fox Sequoia Cooking schools are not an innovation, even in theatres, any more, but Tom Kane, manager of the Fox Sequoia house at Redwood City, Cal., finds that women still attend them in large numbers when he promoted one at his theatre. Merchants whose goods were used in the school tied up for many pages of cooperative advertising. An expert cooking instructor was secured and a newspaper, also in the tieup, helped give the Sequoia much added publicity. Book Stores Give Tickets To Capitol at Gait, Ont. Two book stores tied up with the Capitol theatre, Gait, Ont., and offered a show admission with every purchase of school books and supplies amounting to $1 or over. E. Landsborough, manager of the Capitol, sold the tickets to the book stores at a special rate and received space in the show windows plugging his shows. "80% INCREASE" Reported by an EXHIBITOR since giving away Movie Star Photos Y OU can also increase your BOX-OFFICE RECEIPTS by giving away these Beautiful Sets of 1 £+ DIFFERENT FAMOUS AUTOGRAPHED iO MOVIE STARS ROTOGRAVURES Packed in envelopes in Lots of 100 Sets for $10 250 Sets for $8.00 per 100 Sets 500 Sets for. _.. 7.00 per 100 Seti 1,000 Sets for _ 6.00 per 100 Sets 1,508 Sets for _ 5.0fl per 10* Sets Write for Set of "FREE SAMPUBS" M. E. MOSS (EHW) PUB. CO., Hartford, Conn.