Exhibitors Herald World (Oct-Dec 1930)

36 EXHIBITORS HERALD-WORLD December 27. 1930 ;£OB£° "the BIG TRAIL" >£f^sF te SrSTRANO Members of a Fanchon and Marco stage troupe turned frontiersmen for exploitation of "The Rig Trail" in Milwaukee. Large letters on the canvas of the covered wagon told about the Fox picture. One Children 's Party a Month Is Policy of the Omaha Orphem The last Saturday of every month is party day for hundreds of youngsters in Omaha who come to the Paramount theatre. All juveniles whose birthdays fall in the month are given free passes to the show. This includes all under 12 years of age. A tieup with the Omaha Herald-World, a newspaper, makes the birthday parties possible, and they get a lot of news space. The Omaha Orpheum is also doing its share to encourage child patronage. During the week before Christmas, the theatre gave a matinee and all youngsters, as well as grownups were asked to contribute whatever they could to a fund for the needy. Through hookup with a department store, which also deals in groceries, the Orpheum had a potato matinee. Another department store tied up to sponsor an "old toy show." For the latter, old and broken playthings were collected for poor children. At another matinee, held on a Saturday, the Orpheum collected old macaroni boxes. These served as admission tickets and a macaroni concern financed the entire show obtained from him a list of all couples who had made application for marriage licenses. All of these people were sent tickets to see "Our Blushing Brides." Newspapers carried several stories on this stunt. Webster also tied up with a local furniture store for a complete window display of modern furnishings for the bride. Cutouts of Joan Crawford and Robert Montgomery were used in the display, along with a number of stills. Huge cutout letters spelled out the words "Gifts for the Blushing Bride." These were attached to ribbons and suspended from the ceiling. Window cards told the rest of the story. Brides and Grooms Of Kankakee Guests At Picture's Opening There were blushing brides and embarrassed grooms, too, at the showing of "Our Blushing Brides" in Kankakee, 111. H. E. Webster, manager of the Majestic theatre, made arrangements to have all newly-wedded couples in the city attend the show. He paid a visit to the city clerk and Dan Stearns Ties Up with Chamber of Commerce to Give Passes to Unemployed Dan Stearns, manager of the Willoughby theatre, Willoughby, Ohio, is helping the unemployed in his town through a hookup with the chamber of commerce. Stearns obtained a list of the jobless from the commerce organization and has issued a pass to each of the families. This pass is good for a period of two months, on Wednesday and Saturday nights. The Willoughby theatre was recently turned over for a benefit program. Stearns provided the program and the house and the proceeds went to the needy. e£Zd 50c>*'nd BREAK ALL DATES TO SEE IT! Monona Coal Co. V7S10 GARRY'S Motorists' Headquarters For Winter Auto Accessories C. H. HALPERIN CO. BOSCH RADIO NOW! •-FREE TRIAI, |_!i^_l_| THFRONOID OF MADtSON KORFF'S BAKERY Charlie Loewenberg kept citizens u\> nights trying to solve this contest he used in a cooperative ad page. The film at fti> Strand tvas Fox's "The Big Trail" Stor-* below. Identification Gag In Cooperative Ad Page Puts Film Over A full page of cooperative ads in a Madison, Wis., newspaper was promoted b\ Charles Loewenberg, manager of the Fox Strand theatre there for "The Big Trail." The cooperative section was built around an identification contest. Each ad carried a cut of a film star. The face of every actor was partly obscured by a star in black ink. Cash prizes and tickets were awarded the winners. The campaign cost Loewenberg noth ing but a bit of brain energy. Each merchant's ad carried the photograph of a wellknown star, who appeared in "The Big Trail" or had been in some other picture recently screened at the Strand. In the center of the page layout was a display on the picture. A time limit was set for the submitting of answers to the contest An additional plug appeared in every individual ad. Merchants Trample Each Other in Haste to Assist In Theatre's Style Show Dick Gaston, manager of the Granada, Norfolk, Neb., seldom has trouble getting merchant cooperation in his town. The businessmen have learned that his exploitation is not solely a plug for the films but that it helps them as well. He recently put on a style show and had the merchants fairly running over each other to be first in tying up with him. In all, Gaston obtained 115 inches of cooperative advertising on his current program, and that's a lot of space in a town like Norfolk. The Granada theatre was mentioned in every ad and each merchant had his signature cut in his display. Changes Showing Policy CLEVELAND.— The R K O Hippodrome here ha» inaugurated a new showing policy, with pictures open inR hereafter on Friday instead of Saturday.