Exhibitors Herald World (Oct-Dec 1930)

November 8, 1930 EXHIBITORS HERALD-WORLD 51 W BOX OFFICE PROMOTION Six Nations Represented in Stage Weddings For Seattle Fox's Anniversary Six stage weddings, representing as many nations, were used by the Fox Fifth Avenue theatre in Seattle to commemorate its fourth anniversary. A celebration of such ambitious proportions required a good deal of organizing and involved many tieups. The first difficulty that presented itself was the securing of couples of different nationalities. An advance publicity campaign in the local papers, and also the foreign language publications of the city resulted in many more couples desiring to get married in the unique fashion. There were many more than could be taken care of. The nationalities which won representation were the Scotch, German, American, Irish, Italian and American Indian, in the order of their appearance. Newspapers Cooperate After the acquisition of the main participants the newspapers of the city backed up the theatre with 100 per cent cooperation in the form of special publicity space, special stories in their news columns, pictorial sections and included feature write-ups such as articles on the art of the American Indian. Jim Clemmer, manager of the theatre, crashed the pictorial section of all the papers when he "chaperoned" the six couples to the County-City Building and purchased the licenses and received the best wishes of another of Seattle's showmen. Mayor Frank Edwards. During the week that the weddings occured The Seattle Times devoted space in its pictorial rotogravure section no less than six times. Merchants Donate Gifts The cooperation of innumerable merchants was easily forthcoming. A chance of displaying merchandise before the eyes of theatre patrons and sharing in the advertising and publicity accompanying the campaign was one not to let go begging. Gifts were secured (six of each article) from merchants such as the Goldsmith Jewelry who donated six diamond wedding rings : Weisfield & Goldberg, jewelers, and Ben Tripp, who contributed splendid gifts as well ; Standard Furniture Company; Pipe & Taft, sporting goods ; Joyce's restaurant, six wedding suppers ; Walter Studio, six sets of photos ; Harry Perkins Shoe Shop, six hosierv orders; O'Neil Florists, bridal bouquets; Fisher Flour Mills, and other firms. Theatre Buys Licenses The theatre's share in making the celebration an unqualified success consisted of purchasing the licenses, paying all incidental expenses such as costumes, fees, and bestowing of substantial cash gifts in addition to a maior gifts such as a dining room set or a radio or a wrist watch to each couple on the final day of the weddings. The initial wedding was that of the Scotch couple who promised to love, honor and obey. The German and the English weddings fol Part of the fourth anniversary advertising of the Fox Fifth Avenue theatre in Seattle. Note the mention given merchants who had supplied gifts. lowed Friday and Saturday. There was none presented on Sunday. The Irish and Italian were staged Monday and Tuesday. The grand finale consisted of an American Indian pageant wedding. From all reports and comments, the latter was the most spectacular and interesting. The newspapers concentrated on giving the most publicity to the presentation of the Indian ceremony three days before the actual occurrence and the news items were devoted to an explanation of the colorful Indian wedding rites as well as articles on the arts and sciences of Northwestern tribes. 38 Indians Come for Ritual A delegation of 38 Indians, attired in full regalia of their tribe were brought from the Tulalip Indian reservation, transportation paid by the theatre. Among the notables present were Chief Wa-Cah-Dub, more familiary known to the Northwest as William Shelton, chief of the Snohomish tribe ; Princess SeHome, wife of Chief Wa-Cah-Dub and daughter of the chief who bequeathed SeHome Hill to the City of Bellingham ; and Jimmy Williams, chief line defendant of old Chief Seattle. Their histories were all played up to advantage in the daily sheets. After the final curtain had descended on the Indian wedding, all six couples were taken to Joyce's Restaurant where they were given a sumptuous feast, partaking of many of their national dishes. Merchants Help Advertise Ballyhooing played its part as well as an extensive advertising campaign pursued by the Fifth Avenue theatre. The aforementioned restaurant set up a wedding awning over the street sidewalk which carried monster placards announcing the time, place and nationality to be featured each day at the theatre. The theatre was lavishly decorated with artistic banners and foyer and stage decorations. Also appropriate music for each nationality was played by an orchestra. As a consequence of this elaborate outlay of exploitation talent and advertising efforts, the theatre again enjoyed an exceptionally brisk week, culminating in a sell-out on a Wednesday evening for the final wedding presentation. It was noted on the various evenings that many friends of each couple were present, many of whom had never before been listed as patrons at the theatre. Ted Champion and Jack Sampson were in charge of the exploitation. Hunt "Handsomest Man " for Showing Of "King of Jazz" William Hendricks, manager of the Smoot theatre, Parkersburg, W. Va., set his city agog when he staged a contest in connection with "King of Jazz" to find the town's handsomest man. The idea was purely a gag stunt, conducted with the cooperation of the local Lions club. It was based on a telegram purported to be from Jeannette Loff, asking the club to locate the city's handsomest man. It resulted in a lot of good mouth-to-mouth advertising. Another feature of the campaign was a contest for local bands. This was held at the front of the house and carried inside by means of the house microphone. Several bands entered the lists and Hendricks received a good deal of publicity, as well as a full page of cooperative ads. City Helps Rebuild House Razed by Fire in Mansfield The city council is aiding in the rebuilding of the Madison theatre, Mansfield, Ohio, which was razed by fire. The Scareb Amusement Company has already signed for a lease on the house and construction is being financed from the rentals, which are paid in advance. The theatre will seat 1,500, with 900 seats on the main floor. John Eberson is the architect.