Exhibitors Herald World (Oct-Dec 1930)

44 EXHIBITORS HERALD -WORLD December 6, 1930 LINEUPS for TONIGHT'S ENTERTAINMENT I — rko PALACE — RANDOLPH and LA SALLE ST. THEATRE MIGHTY RKO VAUDEVILLE PROGRAM "THE TWO BLACK CROWS" MORAN and MACK IN PERSON EVANS and MAYER GALLA-RINI STANLEY TWINS GAUDSMITH BROS. ON THE SCREEN "THE DANCERS'* LOIS MORAN — PHILLIPS HOLMES THE GOLDEN FLAME OF THE SILVER SCREEN CONSTANCE BENNETT "SIN TAKES A HOLIDAY" KENNETH MocKENNA — BASIL RATHBONE STATE AT LAKE ST. SHOW NITE AT IX rko STATE-LAKE Complete Lineop ARMY VS. NOTRE DAME FOOTBALL GAME Saturday, November 29 Compliments OF RKO PALACE and STATE-LAKE George Brown, newly appointed director of publicity for R KO in the Midwest, had 50,000 of these four-page throwaways distributed at the Army-Notre Dame football game in Chicago. Illustration shows the two outside pages of scorecard. On the two inside pages were complete lineups for both teams with this line at the bottom, "The RKO Palace and State' Lake theatres capture all entertainment honors." The football season is over now, but why can't this same scorecard system be used for basketball as well? "Feet First" Is Slogan of Seattle Shoe Dealers for Lloyd Comedy How to make the most of cooperative advertising is a problem that has stumped more than one exhibitor. They get the ads all right, without much difficulty, but their question is how they can lay out the page or pages of display with the most effectiveness for the picture. The Seattle Paramount did a neat job of it for Harold Lloyd's "Feet First" by a method that could not fail to draw the reader's attention to the film. Across the top of the page in art lettering were the words "Harold Lloyd comes to the Paramount 'Feet First.' " The letters were two inches high. A comic sketch of Lloyd was placed between the two words of the title. Every Ad a Shoe Ad The interesting thing was that every ad on the page advertised shoes. Each shoe dealer had clever copy on why one should attend to "Feet First." Boxed in the center of the page was a synopsis of the picture and the following exploitation story: ''FEET FIRST! "They may be prompted by realization that care of the feet is vital to personal appearance and comfort — to obtaining or retaining a position and to business and social success — "Or they may be prompted by confidence that 'Feet First,' the new Harold Lloyd play opening tomorrow at the Seattle Paramount theatre, offers unusual entertainment. "But whatever the cause, Seattle people are likely to give unusual attention in the next few days to feet first. Proclaim "Feet First" Week "And a number of leading merchants of footwear and the management of the theatre have determined that the occasion shall be a happy one. Acting cooperatively, these merchants and the Seattle Paramount management have proclaimed a Feet First Week and completed plans for appropriate observance of the event. ''The merchants are acting in full recognition of the fact that on the public con veyance and on the street; in the office, the store, the hotel lobby and the home; on the dance floor and in the drawing room, attention is likely to center on the feet and first impressions frequently are founded on the appearance made by the feet. Untidy footwear — to say nothing of uncomfortable footwear — penalizes the wearer. Properly and trimly dressed feet supply comfort of mind as well as physical ease. "The management of the Seattle Paramount is offering 'Feet First' in the firm conviction that this latest vehicle of Harold Lloyd is a paramount gloom chaser. Managers' Club Puts Stop to Walkathon (Special to the Herald-World) OAKLAND, CAL., Dec. 4.— Quite recently, a walkathon contest, similar to those that have been held in several Western cities, was promoted for Oakland and when theatre managers first heard of it a permit had already been granted by the police department. The Oakland Theatre Manager's Club went to the bat and explained to City Commissioners how these contests had been operated in other cities, advising that they were fake affairs in addition to being revolting and that they offered unfair competition to tax-paying amusement enterprises. The result was that the permit was revoked. FoknMutk Brown M-G-M Star of "BDly the Kid." now appearing at the Fox Theatre follows fashion's trend with the HARDEMAN GRID This new model has a stylishly narrow brim that snaps down in front and rolls sharply up behind. It's a hat with a touch of distinction but •ithanairof comfort that permits its being worn jauntily. The "GRID" is offered in pleasing grays, tans, browns and the new shades of blue, so popular this sfloseci. *7 T. HARDEMAN HAT CO. sto«s w rtiHam westun ct"« 1433 ThW Avenue— SEATTLE— 1 112 Second Anno* (Near Nke) (Center line net And by AH Hird.man Hat Deotert Metro-Goldwyn-Mayer 's "Billy the Kid" gets a good plug at the Fox in Seattle. The tieup was made by Manager Golden of the Fox with one of the leading hatters in the city. The hat store got a good model for its hats in John Mack Brown and the theatre got some valuable advertising for nothing at all. Commercial Value Of Radio Tie up s Illustrated by MGM How radio exploitation of pictures may be facilitated by commercial tieups has been well illustrated by Metro-Goldwyn-Mayer. Through its Movie Club, the company has linked 28 radio stations in a regular broadcast program. MGM presents a "Melodies from California" hour regularly, while another program is "Voices from Filmland," inaugurated in cooperation with the Auto-Grill Company. In another hookup, the producing company gives programs over the Columbia broadcasting system with the aid of the MJC brand of coffee. Sun Oil and Sunoco are joined with MGM in another radio tieup. One of the most interesting of these tieups is that with the Robbins Music Corporation, publishers of music from new MGM pictures. This firm has instituted a service for radio stations in connection with which leading song hits are provided, with credit, for broadcasting over stations everywhere in America. Schoolboy Police See Free Show Through Theatre Tieup The Fountain Square theatre, Indianapolis, in a tieup with the Hoosier Motor Club and a local newspaper, gave a guest performance for the Ho-Po-Ne Safety Club, an organization whose members are juvenile traffic police in the schools. Tieup with the motor club gave the project the proper backing and helped to ease the expense. The newspaper provided all the publicity necessarv.