Exhibitors Herald World (Oct-Dec 1930)

52 EXHIBITORS HERALD-WORLD November 15, 1930 An intriguing electric sign for United Artists' "Whoopee." Loew's State at New Orleans used it, with two eight-foot cutouts of the Eddie Cantor, the star. One cutout was placed at either side of the marquee. Electric flashers behind the eyes produced a winking effect, the material used for the eyes being transparent. St. Louis Parents Have "Sunday Afternoon Off"; Children at Rex There is no question about the success of children's shows at the Ashland Rex theatre in St. Louis. The special matinee, given each Sunday afternoon, has attained such prominence that Louis Zimmerman, manager, reports he J* now averaging 800 and 900 juveniles at the kiddies performances. The Rex has recently inaugurated publica "Attention Kiddies ! ! The coming season tion of a monthly house organ called the Rex will bring to you such attractions as Mark I Theatre News. In it Manager Zimmerman has a special department called "Kiddies Corner." For a long time the theatre has followed the system of mailing postcards each week giving information on coming attractions. This idea has now outgrown its "short pants," says Zimmerman, and the little postcard has developed into a sizable bulletin. "Kiddies Corner" for Children In the "Kiddies Corner," Zimmerman gives interesting facts on his promotion work among the children. Here are some excerpts : "Approximately 900 kiddies attend the special Kiddie matinee on Sundays at the Ashland Rex. They thrill to the actions of their favorite stars who are shown in Western pictures in addition to the regular show. For 10 cents the kiddies see a three-hour show. Every possible comfort for the kiddies is provided on Sunday afternoons. They do not have to leave the building for their candy, popcorn, etc., as a special candy shop is in operation on Sunday afternoons in the theatre. Kiddies entrusted to our care are kept entertained till their parents call for them. At no time are anything but specially censored programs shown to them. Parents appreciate the 'Sunday afternoon off' for themselves as is attested by the kiddies attending the matinee. He Books Kiddie Shows "Monday evenings a section of the theatre is set aside for the unfortunate children in our neighborhood. Several orphan asylums bring their youngsters in a body accompanied by their guardians. We are happy to have these children as our guests. Twain's 'Huckleberry Finn,' 'Tom Sawyer,' Victor Herbert's 'Babes in Toyland,' 'Amos 'n' Andy' and many more. The grownups must remember that these attractions will feature the very best talent obtainable and are for children from 6 to 60 years. Watch for these attractions. "If you have a postage stamp album and are a collector of postage stamps get in touch with the house manager. Harry Weiss, one of the members of our firm, has one of the finest collections in St. Louis, valued at $10,000. Mr. Weiss is organizing a stamp club for boys and girls of the Ashland Rex who save stamps. It costs nothing to join. Meetings will be held on Saturday forenoons. Lectures on stamps, stamp swapping and many other features are included." talicin an, . trailer , ^s0tifinr-! /^"gi trailer V*f>/«iiunfct style* fat i on art screen service S nhllCACO ~ MEW YORK. UK AM6HW Exploitation stunts need not necessarily involve a lot of expense, as witness this gag used by Fred S. Meyer, Western exploitation director for Universal and manager of the Alhambra theatre, Milwaukee. The ruptured safe was not a fake. It was a real specimen, obtained from the Daly Refining Company, where the strongbox had been looted. Larry McDaniels did the art work. The small circle at the upper right cirsumscribes a newspaper clipping telling of the robbery in which the above safe was blown. What stunt could be more appropriate than this for UniversaVs "Outside the Law"? Loop Theatres Give Parking Privileges To Cars in Montreal Exhibitors in Montreal are making special efforts through the medium of car parking accommodations to draw patrons to their theatres. Some offer the parking privileges at a nominal sum while others give it free. At some loop theatres, a motorist purchasing an admission ticket can have a parking ticket which gives him a "stall" in a nearby parking lot. This privilege is given any time during the day or evening. Many motorists prefer to attend the suburban houses simply because they need not fear getting a "red tag," it has been learned, and for this reason, theatres in the downtown districts are offering special concessions in the way of parking. In other houses, the patron can purchase a 10-cent parking ticket at the box office when he buys his show admissions. The Tivoli in Montreal is one of the places employing this method. Another system being widely practiced in Montreal theatres is the offering of special bargain matinees, starting at 10:30 and 11 o'clock in the morning, with an admission charge of 25 cents. The Capitol, Palace, Loew's and the Princess are all doing this, while the Imperial has a 15-cent matinee at 11 a. m. In Toronto, the Imperial, Loew's, Tivoli and Uptown have all adopted the morning show, it is reported. Newsboys March to Fox Fifteen hundred Liberty magazine newsboys marched through the loop district of Detroit on their way to the Fox theatre where they were guests at a Saturday morning matinee. A police escort headed the procession.