Exhibitors Herald World (Oct-Dec 1930)

50 EXHIBITORS HERALD-WORLD November 15, 1930 w BOX OFFICE PROMOTION N. Y. Rialto's Campaign Illustrates Value of Plugging Star of Film The size and completeness of the Rialto theatre's campaign in New York City for "Feet First" makes it an exploitation project worthy of the attention of every exhibitor who has promotion problems — and show us the showman who doesn't have them. Publicity in all forms, from broadcasting to billboards, was included. The biggest selling point in this picture is, naturally, the star himself, Harold Lloyd. The film's title was of little consequence in comparison to the reputation of the comedian. Realizing this, the publicity staff built every display and every newspaper ad around the star himself. His name was most prominent in the advertising, while likenesses of him came next in each ad, with the name of the picture receiving the remainder of the play. Radio Hookup Over 12 Stations A highlight of the exploitation was a coast-to-coast hookup over 12 radio stations, sponsored by the International Federation of Catholic Alumni Motion Picture Bureau. A text of 260 words was included in this program. Another 200-word announcement was delivered in the Paramount Publix radio broadcast over the Columbia network. Special stories were sent to all New York dailies, weeklies and monthly publications, as well as trade journals. Lloyd made a special trip to New York for the opening, and all newspaper editors were informed of the exact date and place of his arrival one week in advance. This resulted in scores of valuable stories. Mats of the comedian were mailed to 200 papers, including suburban and foreign language publications in the city and surrounding territory. Trailer 27 Days in Advance A lobby display was arranged 27 days in advance of the opening. Ten life size cutouts of Lloyd, taken in various action poses, were located on staircases, in corners and on promenades where theatregoers could not fail to see them. A deluxe trailer was also placed on the screen 27 days in advance. Simplicity of copy and attractive color scheme featured the outdoor advertising. The largest billboard was a gigantic 96sheet over the marquee. A duplicate of this was hung over the rear of the Rivoli theatre on Seventh avenue. The background of the billboard was in brilliant red, shaded with block lettering. The large likeness of Lloyd's head was done in natural colors. For the second week of exploitation, the character of the picture was stressed. Through mail advertising, women's clubs, families and schools were informed of the high grade of the picture as wholesome entertainment. 93 Stores Have Windows Ninety-three stores of the Florsheim shoe chain tied up in a national project to de Closeup of the Rialto theatre's front in New York for Paramount's "Feet First." Every door was covered with advertising on the picture in one of the biggest campaigns the Rialto has had in recent months. vote window displays to the "Feet First" angle of the picture. Philco Radio Company devoted about 25 per cent of its advertising space to Lloyd, running a large photograph of him. The same company also provided 1,000 threesheet posters and distributed them. These divided space between the picture and radios. In addition, 125 window cards, replicas of the 24-sheet lithograph, carried the film's playing dates. Philco dealers also distributed 25,000 fan photographs of Lloyd, the reverse side of which carried copy on the picture, where and when it played. From the regular Paramount stock, a total of 100,000 heralds were distributed also in the Philco tieup. The newspaper advertising and herald expenses were all covered by the radio company, while the theatre provided the fan photographs. Postal Gives 125 Windows The Postal Telegraph Company helped with 125 windows, showing Barbara Kent posing with another player of the picture. Lloyd was also shown sending a telegram. Film Fun, a magazine, tied up to conduct a Harold Lloyd contest, with $250 in prizes. The contest does not close until December 1. A steamship line, on which part of the picture was filmed, decorated a special window on Fifth avenue. Sandwich Venders In Uniform Exploit Picture in London When publicity men set out to exploit a picture in England they show all the imaginative enterprise that one finds in American exploitation. The Dominion theatre in London recently conducted a campaign on First Natienal's "Dawn Patrol," with the results portrayed in photographs above. Sandwich venders, 12 of them, were selected carefully, with a view to their military appearance and bearing. Each of these men was uniformed and given a poster to carry through the streets of the West End. Some of these venders were exservicemen and just the type the theatre wanted for its uniforms. Another stunt was the decorating of a float in aviation fashion. A large truck was arranged so that there was room on its rear platform for a regular airplane. Art work on sheets of canvas and cardboard placed about the plane gave the impression that it was in flames. In the cockpit of the airship the figure of an aviator, in full regalia, was portrayed slumped as if badly injured. ^^H^H