Exhibitors Herald World (Oct-Dec 1930)

October 4, 1930 EXHIBITORS HERALD -WORLD 49 imwEJi coAfi Three Fox West Coast houses combine their advertising in this manner. A sketch of a bear, California emblem, characterizes every ad. The three theatres are all in San Francisco, and it so happens that they were all playing MetroGoldwyn-Mayer attractions when this ad was made. The pictures were "Call of the Flesh," "Our Blushing Brides" and "The Unholy Three." Rudy Marquard is the artist. Coven t Garden Has Theatre Party for Chicago Merchants J. B. Smelker, manager of the Covent Garden, Chicago suburban house, promoted a theatre party for business men in his community through a tieup with the Midtown North Business Men's Association. The secretary of the association mailed letters to all members informing them of the theatre's offer. One of the provisions was that each merchant must bring his wife or a friend on a paid admission in order to make good his own free ticket. Smelker asserts the responses to the invitation were so numerous that he is now planning to give such parties regularly for business men. They will automatically become members of the Covent Theatre Merchant's Club. This idea has not only brought better results at the box office but also helped to establish the theatre as a vital part of the community, Smelker believes. Four Indian braves moved their household to the Rialto house, Portland, Ore., for a promotion scheme on Paramount's "The Silent Enemy," a picture with an Indian cast. All art work carried out the one idea — an Indian setting. The four redskins are shown in their native garb. "Swing High" Exploitation Gives Harrisburg Taste of Circus Life [Pictures on opposite page] The Victoria theatre gave Harrisburg, Perm., a taste of circus life in a delectable bit of exploitation for Pathe's "Swing High," which somewhat resembled the campaign put over by Louis Charninsky at Kansas City a few weeks ago on the same picture. Adopt Friday Policy Following the lead of the Princess and Paramount, Publix theatres in Toledo, the R K O Palace there will hereafter change pictures on Fridays. The Vita-Temple also in Toledo recently tried Friday openings, but concluded that they were not successful and changed back to Saturday. Promotion was centered about the activities of a girl aerialist who performed on a trapeze above the marquee. Stunts of this nature, especially with a girl doing them, catch the interest of the public. A heavy beam was anchored to a window sill and the trapeze suspended from it. The swing was far enough out from the building so that the huge electric sign could not interfere and pedestrians got a good view. While the girl did her acrobatics a theatre attendant stationed on top of the marquee kept the ears as well as the eyes of pedestrians busy. With his megaphone he gave details concerning present and coming attractions at the house. Girl Leads Circus Parade But the trapeze act couldn't continue all day long. So when the girl became tired the management varied the stunts by sending a miniature circus parade through the streets. There were old wagons decorated in mock circus effect and all the other improvizations necessary. The clowns and whatnot who rode in the parade all had special costumes. The girl aerialist headed the caravan astride a horse. She rode bareback, a la circus, of course. Printed banners draped over the horse carried the title of the picture. A man in clown clothes, who walked in the parade, distributed balloons to kiddies with tags carrying the name and playing date of "Swing High." Get Window Display Tieup with a store gave additional publicity. Carrying the circus idea a bit far ther, a girl was hired to sit in a swing in the window in her circus costume. Stills from the film were scattered about her. A larger poster told window gazers that show admissions would be given to those who could correctly guess the girl's age, weight and height. On the drapes in the background had been pinned copies of "Shoo the Hoodoo Away," a song hit from "Swing High." Also in this same window were countless pairs of stockings at special prices. Those who submitted guesses on the girl's weight, height and age were requested to present their answers at the hosiery counter of the store. A Correction A story was printed in the Box Office Promotion department some time ago on the Los Angeles Hollywood theatre's campaign for "Top Speed" in which it was inadvertently stated that Hubert Voight was West Coast publicity director for Warner Brothers. Voight is not connected with Warners but is in charge of West Coast publicity for First National and in this capacity directed the exploitation for "Top Speed." He's Community Booster Joe Franklin, manager of B. F. Keith's theatre, Ottawa, Ont. believes in being a community booster. He recently accepted appointment as director of publicity for the Royal Humane Society and is now supervising its subscription drive.