Exhibitors Herald World (Oct-Dec 1930)

54 EXHIBITORS HERALD-WORLD October 11, 1930 A countless number of war relics made a very fitting display for Tiffany's "Journey's End" at the Nation theatre, operated by the Steel Pier Amusement Company in Atlantic City. The intermingling of posters with the war exhibits was a good stunt. Mezzanine Stunts Help Solve Seating Problem for Gault Jack Gault, publicity manager of the California theatre in San Francisco believes he has gone a long way toward settling the timeworn problem of how to get patrons to sit in the balconies. A perpetual struggle with overflow crowds who refused to sit anywhere except on the main floor spurred Gault to action and he conceived the idea of offering special attractions on the mezzanine. This induces the crowds to take the incline and many of them ultimately find their way to the balconies. For the first week of these special attractions he obtained an expert on beauty culture who was available for consultations. Another week he had a bridge expert give instruction on the mezzanine. Cards were sent to a large mailing list for this stunt. Arrangements have now been made with a photo studio whereby a photographer will set up a temporary studio in the theatre and present a large photograph gratis to each person who desires to pose for it. Similar tieups are to be carried on in the future, with the aim of presenting a new stunt "BUILDING THEATRE PATRONAGE" Get this big money-making book for showmen written by John F. Barry and Epes W. Sargent. An essential in every theatre. (0nly$5.2o mailedto your door") CHALMERS PUBLISHING CO. 516 Fifth Avenue New York City each week. In other words, it will be spice on the theatre menu at the California. Canadian Famous Shifts Managers in Toronto Houses Further important changes have been made in the managing personnel of leading Toronto theatres by Famous Players Canadian Corporation. After two weeks as manager of the Imperial house, Thomas Daley has been appointed director of advertising and publicity for the Imperial, Uptown and Tivoli theatres. Howard Knevels of Hamilton, Ont., has succeeded Daley at the Imperial. His brother, Robert Knevels, has been appointed manager of the Uptown to succeed Nelson Shea, who has retired from the exhibition field. Fred Schaeffer, formerly manager of the Toronto Imperial, has gone to the Hippodrome in New York. James Lynch is manager of the Toronto Tivoli. He was formerly employed in a similar capacity at the Runnymede theatre. Indianapolis Lyric House Rewards Careful Drivers Cooperating with the Accident Prevention Department of the city government at Indianapolis, the Lyric theatre there has helped to promote a safety first campaign for careful driving. Each day five drivers, regarded as above average in careful driving, are selected. Each one receives a pass to the Lyric. INTRODUCING "JIMMY" ELLARD Popular Baritone and Master of Ceremonies of the METROPOLITAN THEATRE ...AND... That Delicious New Health-Food the "JIMMY" ELLARD DAIRYLAND SPECIAL .... A Summertime Delight A delightful carton of delectable nuts, f raits, marshmallows and Dahyland Ice Cream . . . Cn Jale At yciic Favorite Dklg Jicee Free sample on the mezzanine of the Metropolitan Wednesday night during the showing of Jack Oakie in "The Social Lion" and "Jimmy" Ellard on the stage in "Rcdeo .Rhythm." MADE AND DISTRIBUTED BY THE Houston Ice Cream Co. This tieup ad was used by the Metropolitan house at Houston in a stage show exploitation program to popularize the master of ceremonies, Jimmy Ellard. Hooten Made Manager of South Bend R K O Houses (Special to the Herald-World) SOUTH BEND, IND., Oct. 9. — Buddy Hooton has been appointed city manager of the R K O theatres in this city to succeed Jack Gross, who has left for San Francisco, where he becomes district manager of the same organization. Hooton will be atcive manager of the Palace theatre. B. A. Griffith, who has been director of advertising and publicity for the Granada and Palace theatres here, will remain some time, but later may be transferred, it was stated. Another "Sitter" Exploited When Miss Betty Fox, a flagpole sitter, descended from her perch above the Chittenden hotel in Columbus, O., recently, she was immediately taken to Neth's Grand theatre where she appeared on the stage. The sitting stunt was sponsored by the hotel, the Neth Theatre Enterprises and the Columbus Dispatch, so the Grand got some plain and fancy publicity. Employees Turn Singers Houses in the Fox West Coast chain at Berkeley, Cal., have organized a vocal trio that makes the rounds of clubs in the city and entertains on programs. The trio, consisting of staff members, recently sang before the Berkeley Lions Club. C. L. Laws, manager of the Fox U. C. theatre introduced them.