Exhibitors Herald World (Oct-Dec 1930)

32 EXHIBITORS HERALD-WORLD December 27, 1930 W BOX OFFICE PROMOTION Heavy Advertising and Tieups at Low Cost Keep Film Second Week in Milwaukee Again it has been proved that a big campaign, crammed full of tieups, will do wonders for the box office. One of the biggest and most diversified exploitation programs Milwaukee has seen in recent months, brought attendance in such proportions that the Alhambra theatre had to hold over "See America Thirst" for a second week. Fred S. Meyer, manager of the Alhambra and Midwest director of exploitation for Universal, superintended the campaign.. The engagement was advertised as the world premier. Receipts of the first showing, a midnight preview, were turned over to the Christmas fund of a local newspaper, the Wisconsin News. Stories in the paper heralded this event a week before it occurred. In connection with the fund tieup, telegrams were sent to 20 of Milwaukee's leading hotels two days before the premier, announcing the premier showing and stating that all proceeds from the midnight show would be turned over to the Wisconsin News Christmas fund. These wires were conspicuously displayed by the hotel management. Factories Get Wires Twenty-five similar wires were sent to the city's leading industrial plants two days before the premier, also asking that How About Those Seats? There is nothing more annoying to the theatre patron than to sit down in a broken seat or one on which the cushion is ripped. Poor seats can cause any number of troubles, and some of them can cost the exhibitor a lot of money. For that reason, it pays to check all seats once a week. It may save a lot of grief. The exhibitor who keeps seat repairs on hand will be ready to meet any emergencies. A few seats and backs for chairs cost little. When a seat needs new covering, have the staff do it. Such work doesn't require a lot of skill. they be posted on bulletin boards for employes to read. A wire from Carl Laemmle commenting favorably on the Wisconsin News Christmas fund idea was prominently displayed in every Western Union window and every one of its branch counters throughout Milwaukee. Wires from Lupe Velez, John Boles, Harry Langdon, Slim Summerville, Bessie Love and Lewis Ayres were read from the stage of the Alhambra on the night of the premier and subse quently displayed in the Western Union branches. Advance exploitation included a cut-out in the theatre and in front of the box office capitalizing on a statement made by Mayor Daniel Hoan in which he blamed the dry laws for crime. Several signs six feet high by thirty inches wide were also displayed in the Milwaukee Auditorium at the time of the debate between Clarence Darrow and the Rev. Wilson on prohibition. Brewing Company Gives Puzzles Muslin lobby streamers measuring four feet by 48 feet were placed on display clear across the entire lobby of the theatre. Seven thousand "Ace High" magazines were furnished gratis which were distributed at the theatre with an advance announcement concerning the picture. Five thousand jib saw puzzles were given out with the compliments of the Schlitz Brewing Company, the only cost to the theatre being the stickers announcing the picture which were pasted on the envelopes. Red buttons with the phrase, "Why See America Thirst?" and envelopes bearing the caption "Inside Information, An Eyeopener to the Great American 'Tragedy,' 'See America Thirst!'" with the name of the theatre and opening date were also distributed. These envelopes contained cork screws. Outside advertising included fifty 24 {Continued on page 38, column 1) The kind of exploitation that made them thirst to "See America Thirst" in Milwaukee. Fred S. Meyer, Western exploitation director for Universal, is the man who engineered the campaign for the Alhambra theatre, where he is manager. One view shows the front and box office, with the stein effect. The other picture portrays a real oldtime "thirst" wagon.