Exhibitors Herald World (Oct-Dec 1930)

November 8, 1930 EXHIBITORS HERALD -WORLD 55 Window Tieups and News Stories Plug Fox's "Big Trail" Tieups with drug stores, manufacturers of beauty aids and newspapers were employed to exploit "The Big Trail" when it opened at McVicker's theatre, Chicago. Sixty-five windows were obtained through arrangement with the Max Factor beauty aid concern, while 14 Walgreen drug stores carried similar displays. One of the Chicago newspapers carried a serial story of the play which ran six days. Thirty-eight other stories were obtained in city and suburban papers. The personal appearance of several Fox executives at the opening was one of the important events. Harley L. Clarke, president of Fox, and J. R. Grainger, director of sales, were among the officials present. John Wayne, a star of the picture, made a stage appearance and gave interviews to all critics. The first showing was advertised as a "popular preview." There were both invitational and paid admissions. Popular demand led the management to open the theatre at 9 a. m. every day. Nine radio announcements of the film's opening were made over station WIBO. In the way of posters, there were hundreds of 1, 2 and 6-sheet posters distributed. A sound truck, with arc lamps, siren and the public address system, was another part of the promotion. S. B. Soible is manager of McVicker's. Edward R. Solomon, of the Publix publicity department, was in charge of the exploitation. Publix in Detroit Greets Mitzi Green at Station With Fleet of Baby Austins Mitzi Green, the juvenile screen star, received an "austin welcome" when she came to Detroit for a personal appearance at the Michigan theatre. Milton Herman, of the Publix exploitation department, had a whole army of Austin automobiles awaiting her and her relatives when they arrived at the Michigan Central station. There was one car for each person in Mitzi's party. Mitzi's auto headed the procession and a motorcycle escort led the way through the business district. Several of the miniature machines were at the disposal of the star throughout the week that she played at the Michigan. Two Ottawa Exhibitors Aid Rotary and Kiwanis in Drive for Charity Funds Two Ottawa, Ont., exhibitors were prominent in community endeavors during the latter part of October through tieups with local civic clubs. Joe Franklin, manager of B. F. Keith's theatre, who is also a director of the local Rotary club, helped sponsor the Rotary show at the Little theatre. Ray Tubman, manager of the Imperial and Regent houses, acted as master of ceremonies for a Hallowe'en party given by the Riwanis club in the Ottawa Auditorium. Approximately 3,000 attended. Both functions were for charity purposes. Pathe Makes Radio Tieup Pathe has arranged a nationwide radio hookup to exploit "Her Man." Another tieup has been made with a national concern manufacturing beauty aids. The latter is to help distribute 25,000 posters bearing stills of Helen Twelvetrees, star of the film, on which the name of the picture will be prominently mentioned. View of the crowd on opening night of Fox's "The Big Trail" in McVicker's theatre, Chicago. The first night showing was a popular preview and drew a capacity house. Contest for "Fresh Air Taxis" Brings Old Autos to Granada Streets about the Granada theatre in South Bend, Ind., were transformed from peaceful driveways to roaring thoroughfares when prizes were offered for the best "fresh air taxicabs" in connection with the showing of "Check and Double Check." Fords, Chevrolets, Buicks, cars of every description, but all of them old, headed for the Granada. Only cars that could rattle were permitted in the contest. Notre Dame university is located in South Bend and. naturally, contributed its share of "collegiate" autos. The stunt was an exceptionally appropriate one, for Amos 'n' Andy drive one of the "fresh air" taxis in the film. There is no need describing the interest it aroused. $50 in Prizes Offered Prizes amounting to $50 in cash were given the winners. An award of $25 was presented for the best duplicate of the Amos 'n' Andy "fresh air" taxi. Another $15 was given for the most collegiate-appearing machine representing an original and new design of fresh air taxi. Two more prizes of $5 each were given for the entries offering the next best in an unusual type of fresh air taxi. The Granada is also conducting another interesting contest in conjunction with the R K O Palace and a local clothing store. The idea is to pick the South Bend citizen who is to make a trip to Los Angeles with the Notre Dame football team for the game with Southern California. A Vote for Every Penny For every penny that a customer spends at either the clothing store or one of the two theatres, he is given one vote. The winner gets a free trip to Los Angeles to see the Notre Dame-Southern California game. The next three will get free trips to the Army-Notre Dame contest in Chicago. Merchandise from the clothing store and passes from the theatres are among the other prizes. The stunt has attracted almost unlimited interest in South Bend. Although the contest has barely started, one of the candidates already has 19,000 votes. Seitz Takes Over Warners9 Ohio; Builds New Marquee Seitz Enterprises, Inc., has taken over Warners' Ohio theatre in Sandusky and placed Leslie B. Shuler in charge as manager. Shuler will also act as advertising manager for the other Seitz theatres in Sandusky, namely, the Plaza and State. The Ohio is to be equipped with a new marquee and will have a new picture policy, the program to change on Sundays, Tuesdays and Fridays. jfcj C^V^ffik^, gjjg Telephone Wabash 8439 THEATRE DEVELOPMENT CORPORATION 910 South Michigan Avenue Chicago, Illinois Financing Organizing Supervising Leasing Buying Selling Building Architectural Service