Exhibitors Herald World (Oct-Dec 1930)

November 29, 1930 EXHIBITORS HERALD-WORLD 47 Back to Boyhood Days m "Swap" and Get Guest Tickets To the RKO Downtown Theater Remember way back when you were a boy and liked to trade. Remember the trades Later on. when you pew up and went to worlt you bought the ihinjs you wanted in "THRILLS FOR SWAPPERS" "THE CAT CREEPS" HELEN TWEL VETOES RAYMOND HACKETT . ULUAN TASHMAN Ami War Otmrr Scnt*-Nu*iUi uriw o:« Li-™c™ RAndolph 9400 How to write a "Swap" Ad— Sample Ads FREE PRESS WANT ADS RAndolph 8 100 This shoivs how the "Swap" Contest was worked out at Detroit between the RKO Downtown and the Free Press ' 'Atmosphere'7 Big Point in Theatre; Try These Stunts Atmosphere to fit the picture is just as important in the theatre as are many exploitation stunts, believes the management of the Orpheum in Oklahoma City. When "The Silver Horde," a film depicting salmon fishing, was shown there, three salmon were sent direct from the canneries at Seattle. Each of the fish was frozen into a 100-pound cake of ice. These were displayed in the lobby. The ice was permitted to melt down to near the fish and then placed in a refrigerator until a new layer of ice was again frozen. This process made it possible to have a fish in the lobby each day. An attractive setting enhanced the exhibit, with fishermen's paraphernalia, such as nets, oilskins and oars being scattered about. Another "atmosphere" stunt at the Orpheum was the one for "East Is West," and one which other exhibitors might profitably pick up. The film has an oriental setting. Tying in with this, the theatre shipped in 300 pounds of incense from California. It was burned backstage during the entire week. Inverted Dummy Walks Streets for "Feet First" A man who wore two pairs of shoes helped the Strand in Milwaukee exploit Harold Lloyd's "Feet First." The fellow was rigged up to appear as though he were walking on his hands. Sticks and a dummy head were employed to complete the illusion. The figure was nearly nine feet high. Placards on front and back carried the words: "Every Foot a Laugh — Harold Lloyd in 'Feet First,' Strand." Detroit RKO Gets Healthy Boost From Paper's Novel "Swap" Ads Classified ads have many times and in varied ways been used to exploit pictures, and now the want ad section of a Detroit paper has given birth to a "Swap" contest. Forest D. Freeland, publicity director for putting on a stage wedding. It took place the RKO Downtown, promoted the idea on the closing night of the film. Two through a tieup with the Detroit Free Press. couples were married simultaneously before The procedure is this : Any person having a packed house. something to "swap" inserts an ad in the paper, such as this— "BABY CARRIAGE— Will trade for ironing board." The newspaper carried a large display ad to ballyhoo the contest, which is reproduced elsewhere on this page. Copy in the display read : "Remember way back when you were a boy and liked to trade? Remember the trades you used to make — you got the best of the bargain, too. Plays Up Thrill of Trading "Later on, when you grew up and went to work you bought the things you wanted instead of trading. But there is a thrill in trading that you can get no other way. "Now the Free Press offers you an opportunity to enjoy the thrill of trading — swapping all over again ! Starting next Sunday there will be a special column in the want ad section of the Free Press, where you can list the things you have and won't want, in trade for things you do. Undoubtedly you have in your home many worthwhile articles you no longer need. These things can be traded for the things you want. "Here's the proposition. Place a Swap Ad in the Free Press. Tell what you have to trade and what you want in return. It must be an actual swap — articles for sale will not be printed in this column. Give Tickets to Downtown "You pay regular want ad rates for your ad and have an interesting time swapping in the old fashioned way. In addition you get two guest tickets to the R K O to see The Cat Creeps.' " The arrangement between the paper and the Downtown theatre will continue for sometime, it is understood. Many have responded to the call for ads simply because they receiyed two free tickets for each ad and got the additional advertising. As for the theatre, it enjoys good business, getting the plugging of the paper each week in displays. Each new attraction is mentioned in one or more layouts for the "swap" contest. Reports from Detroit after the contest opened indicate that it is an eminent success. On the opening day a total of 152 ads appeared, occupying almost two full columns. As a result, 304 got tickets to "The Cat Creeps." Bicentennial Films On Washington to Be A va Ha b le in 1 931 Exhibitors will, during the coming year, have an opportunity to book a number of appropriate films for the George Washington bicentennial celebration to take place in 1932. A federal commission at Washington has already announced that the government will produce a full length talking picture of the life of George Washington in color. This film will be made historically correct and is expected to live as one of the most accurate records of the life of America's first president. The picture will be available for showings in churches, schools, lodge rooms and theatres. It will be both educational and patriotic. In addition to this government production, it is expected that a number of producing companies will make both short subjects and features for release. The Washington bicentennial will be celebrated throughout the nation. It will begin October 19, 1931, the one hundred and fiftieth anniversary of the surrender of Yorkton, and last through 1932. The two hundreth anniversary of the birth of Washington will be marked in 1932. President Hoover is ex-officio chairman of the commission in charge. Nuptials at Bow Film "Her Wedding Night" gave the B. F. Keith theatre, Dayton, a good excuse for Victor Gauntlett Heads Publicity for Fox Far Northwest Victor Gauntlett, for several years associated with the John Hamrick houses in Seattle, Portland and Tacoma, has been named director of publicity and advertising for Fox West Coast Theatres in the Pacific Northwest. He will have more than 100 theatres under his purview. His offices will be in the Skinner building in Seattle. Gauntlett has risen in prominence in comparatively short time, having attracted recognition on the Coast with the popular appeal of his ads and copy while with Hamrick. itional ereen rerv i c ev I jN? &H1CASO NEW YORK UK ANGEIH One Old Indian Fighter Sees "The Big TraiV ; Next Day He Brings All His Friends Memories of Custer's last campaign against the redskins and similar frontier episodes were instrumental in bringing a score or more of pioneer day Indian fighters to the showing of "The Big Trail" at the Fox theatre in Detroit. J. K. Chalmers, commander of the Col. S. Y. Seyburn Camp No. 15, of the National Indian War Veterans, first attended the performance at the Fox and thought it so good that he suggested the remainder of the veterans attend the show in a body, which they did.