Exhibitors Herald World (Oct-Dec 1930)

56 EXHIBITORS HERALD-WORLD November 15, 1930 I 99 This decorative scheme required 18,000 small pennants. Combined with lighting effects arranged by Frank Murphy it made a spectacular sight on Warner's Hollywood theatre in Los Angeles. The occasion was the second anniversary of the theatre. Airplane Scatters Throwaways Over City for "Rain or Shine John Schoeppel, manager of the Midwest theatre, Oklahoma City, turned "airminded" for his exploitation of "Rain or Shine" and engaged an airplane to circle the city at low altitude. Throwaways were scattered broadcast by the plane with copy "See 'Rain or Shine' and Joe Cook at the Midwest." A local studio made motion pictures of local were all parked in front of the theatre, where events, including a scene in which the airplane judges selected winners. First prize was $25. was shown delivering the "Rain or Shine" film Five other awards of $5 each were given, roll to the Midwest theatre. This picture was After the winners were declared, a parade was made several days in advance and necessarily arranged, and thereafter, daily, the winner of could not show the real "Rain or Shine" film, first place was used for a street ballyhoo durfor it had not yet arrived. But it was easy ing the run of the picture, enough to use an imitation shipping case, The contest was carried out through tieup similar to the one for the film and paint it with a newspaper, on the outside with the letters "Rain or Shine." When the film actually did arrive, it was brought to the theatre by airplane. Tieup with a beverage company resulted in a special label being wrapped around each bottle. Copy on it said: "Drink with Joe Cook in 'Rain or Shine' at the Midwest Theatre." Schoeppel also obtained several thousand sample bars of soap, wrapped in attractive advertising paper with the words "Use our soap rain or shine and see Joe Cook in 'Rain or Shine' at the Midwest." Another tieup was effected with a local newspaper on a "Humorad" contest. Readers were asked to submit their contribution, which was to be an ad that was both effective and humorous. Each was to be on the subject of Joe Cook in "Rain or Shine." Prizes ranged from $5 down to theatre tickets. In all, 100 prizes were given. Denver House Gives $50 in Prizes for Collegiate Cars In "Good News" Contest Fifty dollars in prizes was given by the Denver theatre in Denver for the most collegiate-appearing cars in connection with exploitation on "Good News." Contestants were requested to paint their machines over with smart cracks. The cars 800 Members of Old People's Club See "Florodora Girl" W. C. Bishop, manager of the Regent theatre, Battle Creek, Mich., negotiated a hookup with a local paper for publicity on "The Florodora Girl." The newspaper, in turn, tied up with the Three-Quarter Century Club, which has headquarters in Battle Creek and is composed of persons 75 years of age or over. Its membership in Battle Creek alone exceeds 800. Through the tieup, all members of the club attended the Regent as guests of the paper and theatre. The stunt proved an exceptionally good one for "The Florodora Girl" and served to bring hundreds of others who were relatives of the guests. A Horse for "Big Boy** That the horse has not outlived his usefulness in this machine age is apparently the opinion of the R K O publicity department in Cincinnati. During the engagement of Al Jolson's "Big Boy" at the Albee theatre, a colored jockey rode a snow-white horse through the principal streets. Advertising banners on the animal attracted the desired attention. A Few Tunes for Your House Organ [Use the articles below in whatever form you desire for your house organ. They may be lifted as a whole or in part and reprinted to suit your individual theatre.] The Buckingham theatre on Chicago's North Side celebrated its second anniversary of talking pictures this month. Charles Ryan, manager, wrote the following editorial in his house organ for the occasion: To Our Friends and Patrons The motion picture is 30 years old. Talking pictures were first introduced to audiences in New York on August 6, 1926, and the world immediately proclaimed their success. The Buckingham, the first residential theatre on the North Side to offer talkies to its clientele two years ago, has set aside the week of November 9 to 15 for the special observance of the Second Anniversary of its inaugural of talking pictures. For this auspicious occasion we have selected the best programs available, which we believe will surpass any entertainment ever given at the Buckingham. Week of November 9-15 is to be one of good cheer and you are invited to celebrate with us. We launch our third year with a confidence gained by past performances and with gratitude for the good will that has been tendered us by our patrons, who acknowledge appreciation of our efforts by their patronage, which we hope to continually merit. West Coast House Has "Old Time Movie Show/9 Bustles, Too Sidewalk easels plastered with questions along the line of "Do you remember when?" brought scores of passersby in to the "Oldtime Movie Show" at the Marion Davies theatre in San Francisco. W. B. Wagnon, manager, had '"Borrowed Wives" as the principal attraction but there were oldtime films showing Mary Pickford, Lionel Barrymore, Harry Carey and Henry Walthall in their early screen days. Questions on the sidewalk billboard, for that would probably be its proper name, inquired of passersby whether they remembered when beer sold for a nickel. Only the sketch of a foaming schooner was shown in place of the word "beer." Similarly, pedestrians were greeted with the question "Do you remember when bustles were popular and nickelodeons were in vogue?" At the foot of the billboard was an announcement of the "Oldtime^ Movie Show," telling that all the above-mentioned styles and customs of the past would be pictured on the screen. Shreveport Saenger Cuts Prices to 15 and 25 Cents The Saenger theatre in Shreveport, La., is inaugurating a price change, Fred Ford, manager, asserts. New prices include a drop down to 15 cents for morning matinees. This price holds for adults from 10 a. m. until 1 p. m. After 1 p. m. the price remains 25 cents until closing time. There will be an exception on Sundays when the price stands at 25 cents all day.