Exhibitors Herald World (Oct-Dec 1930)

:u EXHIBITORS HERALD-WORLD December 27, 1930 An awkward figure, but it made some graceful exploitation for the Harold Lloyd film, "Feet First," in La Crosse, Wis. An auto dealer cooperated to lend the use of several new cars which carried the cutouts. The picture played at the Rivoli theatre. Read about other stunts at La Crosse on page 33. Envelopes Filled With Sand from Morocco " Given Patrons of Texas a A few promotion stunts well done are lake, for example, the case of I. A theatre, San Antonio. He employed a couple of comparatively simple ideas for his showing of "Morocco," yet they brought more box office than a lot of more elaborate campaigning might have done. Understand, we are not knocking big campaigns; we are only citing one instance where two or three clever ideas were i ust as effective. Victor has a standing agreement with a number of grocery stores in his community, whereby he has the current program at his house printed on all paper bags used m these stores. This has been done for several weeks, and the popularity and drawing power of the gag has shown no signs • f waning. Another tieup brought a radio set, which was given away from the stage of the Texas to the winner of a contest. One of the best stunts of the campaign was this: several thousand small envelopes were partially filled with sand. On the outride of each was the copy: "Sand from Morocco' where the legions of lost men and women meet and love — Gary Cooper in 'Morocco' with Marlene Dietrich." Several thousand bookmarks were distributed at the theatre along with the small envelopes of sand. At the present time, Victor is running a classified ad contest in conjunction with a local newspaper. It's object is to aid the unemployed in finding jobs. So far, the ulan is eminently successful, it is reported He Has a Timetable Endeavoring to stimulate interest in his morning matinees, Howard Conover, manager of the Imperial theatre, Montreal, publishes a timetable in his newspaper ads. The schedule gives the starting time for better than a whole bagful half finished. Victor, publicity director for the Texas each feature on the program, as follows: 11 a. m., overture; 11:08, news; 11:15, cartoon; 11:28, Screen Snapshots; 11:35, comedy; 11:53, feature. Tickets Put at Convention Headquarters Bring Box Office for Omaha Orpheum During the first week of December, Omaha entertained a number of state conventions and L. R. Pierce, manager of the Orpheum, saw to it that his house received its due amount of the business. Tickets were placed at the convention headquarters of each group and proper arrangements made for their distribution. This idea will work anywhere. If the exhibitor can make the necessary contacts, he will have little trouble carrying out the idea. talking . ,; trailer ..** ound trailer 'di«eSncl style* 1 1 o n oil ifcreen lervice a Jr/t EMeAOiO HtW YORK • UK AMItH Two-for-One Shows Successfully Used By 2 Montreal Men Two Montreal exhibitors successfully used the plan of offering two shows for the price of one early this month in connection with a midnight preview. Patrons at the regular evening show were invited to stay for the midnight performance at no extra charge. This was advertised several days in advance, the idea being that the coming attraction would receive considerable advance publicity without hurting the current show. George Rotsky, manager of the Palace, ran a double show consisting of "Laughter" and "Morocco." A similar arrangement was made by Joe Lightstone, manager of the Princess, where the current attraction was "Raffles," then in its second week, and "Up the River" came at the preview. At both theatres the attendance took a sudden jump. Both Lightstone and Rotsky agree that the idea is worthwhile. 3 Oil City Theatres Aid Salvation Army In Helping Jobless Three houses in Oil City, Pa., are cooperating with the Salvation Army in that city to provide aid for the needy. Matinees are given for children, at which the only admission requirement is a small quantity of food or clothing. The theatres cooperating are the Drake, managed by M. Marks ; the Latonia, directed by Fred Johnson, and the Lyric, in charge of Herman Stahl. Johnson obtained some valuable publicity for the Latonia theatre when he offered free passes for his shows to the unemployeu. The only requirement was that those receiving the passes be registered at the employment bureau. The show tickets were placed in the hand? of the head of the employment bureau, who in turn, distributed them. Cincinnati Children Snap Photos of Lincoln Statue in Park for "Abraham Lincoln" Make use of local angles on a picture, or what's exploitation for? That is what Bill Danziger, director of R K O publicity in Cincinnati thinks. When "Abraham Lincoln" was booked into the R K O Lyric, Danziger decided to utilize a statue of Lincoln in one of the local parks for exploitation. He announced a photography contest. Children under 16 years were eligible. They were to snap the statue from odd angles to get unusual photographic effects. Ten turkeys were given for the 10 best snapshots. The next award was 10 ducks, and the next, 10 chickens. Theatre passes to "Abraham Lincoln" were given to 1,000 other boys and girls. Children Buy Christmas Seals at Gettier's Matinee The Capitol theatre, Grand Island, Neb., entertained approximately 2,000 children at a Saturday morning matinee which featured the personal appearance of Santa Claus. A local department store helped sponsor the show. Vogel Gettier, manager, gave a brief speech from the stage, telling the youngsters the need of selling Christmas seals These were sold at the door