Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

INDEPENDENT EXHIBITOR FILM BULLETIN AWAKENING THE 'SLEEPERS' The purpose and plan of this department is to bring forcefully to the attention of theatremen those pictures whch are ordinarily overlooked or neglected in their advertising. Mr. Wolfe-Smith, prominent theatre publicity expert, aims to point out the latent exploitation angles in these "Sleepers" with the view to having you SELL them to the public in a manner that will bring you the best possible returns. Follow these "Sleeper" campaigns for bigger grosses! By Wolfe-Smith PANIC ON THE AIR . . 56 MINUTES . . COLUMBIA LEW AYRES . . FLORENCE RICE . . BENNY BAKER "Howdy, folks, this is Jerry Tracy, your little boy peep of the air, broadcasting to you all the news that's fit to speak — and speaking it first. "What's hot on the Cramer Case? Good people, lend me your ears! We've been warned to lay off, but the whole case is sizzling hot and we've just got to talk. If gangsters' guns go boom boom, you're little boy peep is apt to go floating bye bye to heaven or — ! But, that's our gamble — here's the low down . . . "Remember how wj reported to you that we came across that five buck note with the queer markings '15-106-15' on it? Well, we took it to a cryptographer for deciphering and were trailed back to our office by a cab driver who looked suspicious. "Early today we received instructions to go to a certain hotel, where a woman would meet us. We were told to give her the five spot — if we wanted to live. We kept the date, but the dame didn't. When we broke into the room we found a beautiful blonde lying on a couch — DEAD! Now we're going to blow the lid off this case, so watch our smoke!" Yes, guys, here's a mile-a-minute meller that moves as fast as the hero talks — and that's plenty fast. The review in FILM BULLETIN last week reports that "Columbia has taken a snappy, if improbable, pulp yarn and worked it into one of the fastest moving little mellers of the season." Boys, it cries for selling and it can be sold for a lot less than a fortune. Now, we're outlining a series of simple, effective stunts that any guy with an ounce of showmanship can pull. So, heave ho, my hearties, take the well known lead out of your panties and go to town on this one! It'll deliver extra dough! SURROUND WITH SHORTS Right off the reel, the title suggests the booking of a flock of shorts featuring radio stars as the surrounding program. That 5 6 minutes running time of "Panic" gives you plenty of extra time to fill in with these. Round up four or five shorts with Joe Penner, Burns and Allen, Easy Aces, etc. and bill them as "PANICS OF THE AIR." This tie in with the title of the feature won't cost you an extra dime, because you'll need plenty of shorts anyhow. RADIO STATION TIE UP It's a perfect set-up to sell your local radio station an idea to conduct a contest for amateur radio news commentators. If you've got a stage, hold the eliminations there a week in advance or during the showing of the picture. Otherwise, hold it in the studio with the name of the picture and playdates plugged plenty. Either way, it's bound to get you a load of publicity for the theatre and the picture. LOBBY In your lobby set up a "mike" that isn't ve:y loud and have a fast talker spiel a steady line about the picture. Surround him with stills, blow-ups, cutouts and copy on "PANIC." The fact that he is talking into a "mike" will bring them over as they pass in and out. If your element goes for the gangster angle, there is plenty to give them. Fix up a display of handcuffs, gats, tommy-guns, blackjacks, etc. Your copy should follow this angle: "A WISE CRACKING RADIO ANNOUNCER DEFIED THE TOUGHEST MOB OF GANGSTERS IN TOWN!" You might set up a finger-printing outfit in the lobby and have every patron who is willing to have it done recorded. This is (Continued on page 9) 'Shoots' Patrons To Get 'Em In! Walter N. Shelton, manager of Comerford's Capitol, Mauch Chunk, Pa., is using a clever stunt to attract interest in his weekly programs. With a small "candid" camera, he shoots pictures of three or four patrons and has them reproduced by offset on the front of the program. Persons identifying themselves as the photographed are invited to be guests of the theatre at any show during the week.