The Film Daily (1927)

THE unday, September 4, 1927 i^^ DAILV 11 'Correct Me If I'm Wrong!" This is Attitude of Manager Payne, Steady Advertiser of Kinograms, For Box-Office Betterment A U VERT 1 SING and exploiting of ^ news reels has come more and r.ore into prominence during the last car, and it is sate to say that exnl)itors in every section of the counry are coming to reahze that the idvertising of this short feature on lie program is a sure patronage luilder. That exhibitors have found lewspaper advertising one of the surst bets in calling attention to their lews reel is instanced graphically in he case of Earle Hall Payne, managiig director of the Kentucky, Lexngton, Ky. A consistent advertiser if Kinograms for nearly three years, I'ayne, during the past 12 months, ound unusual opportunity in the iiany and varied big news events to til his patrons about what they would see that day in the latest Kinograms release. In many instances he called attention to the fact hat the pictures they would sec were scoops" and the first "shots" of the ■vents to be shown in Lexington. Starting with the Kentucky, Payne ised special ads on Kinograms on the floods in the south, Lieut. Byrd's crash in a trial flight, Lindbergh's flight and another long flight aviaion picture. In his Kentucky Derby id, Payne told his patrons of the treat in store for them as follows: "The winner! for the third consecutive year. Kinograms, the newsreel built like a newspaper, scores again with the first and newest complete motion pictures of the great turf classic, on the Kentucky screen yesterday for the 7 o'clock show. The Kentucky Derby on the screen now!" In building up patronage and calling attention to the fact that it was using Kinograms, the Kentucky used a series of two column by 5 inch adto point out the merits and fine service of this news reel. His first ads told what might be expected in Kinograms, then he explained the history and foundation of the organization to show how capable the news reel staff was, and then he followed these up with ads citing specific examples of how Kinograms covered news events and rushed prints to the Kentucky for first showing. In some instances, Payne sent out post cards to a special mailing list telling of some great news event contained in his current Kinograms release. In the instance of the Florida storm and disaster he used the following copy for his card: "Kinograms presents Florida disaster pictures. Complete coverage — That's Kinograms. The news reel built fiice a Newspaper. The Sun Never Sets on a Kmograms Camera Man!" In a recent visit East, Payne called on THE FILM DAILY and. speaking of his strong exploitation of new;reels, declared: "If any manager believes that the newsreel isn't worth an advertising investment, then it's because he doesn't know how to play it up properly. My results prove that these newsreel innovations ac tually boost box-oflice receipts. As long as they continue to go, I'll stick to them with my advertising schedule going full blast. You can correct me when I'm wrong." * Preparedness!^' Is Slogan Here Paramount Ad Sales on Short Subjects is Prepared Three Months in Advance WORD from Paramount states that all ad sales on short features are being prepared three months in advance of release date and will be in the exchanges, ready at the So, You Can " See By the Newspapers" LAST TIMES TODAY A COMEDY HOWL! ini[ mnAiic AliARGI iii: M^< rc^dP^i Boy ^^ WITH "jfeS?^^ l<:^^ The manager of the Strand, Cumberland, Md., never worries why folks don't take heed of his shorts. They do, and this ad in the Cumberland News is one of the big reasons. Pathe All Comedy Circus Goes Big in Kansas City Kansas City, Mo.— The Madrid, one of the finest theaters in the midwest, recently played a Pathe All Comedy Circus program, consisting of twelve reels of laugh films and scored a success. The pictures presented were: "Atta Boy," starring Monty Banks; "Never Weaken" with Harold Lloyd; "Hubby's Quiet Little Game" a Mack Sennett comedy and an .Aesop's Film Fable. Manager Touney of the Madrid arranged his entire campaign from ideas presented in the Pathe All Comedy Circus book. Tiffany Will Deliver Twenty-four "Classics" THERE will be twenty-four Color Classics delivered by TiflFany for 1927-1928. "Tiffany Productions", states Mr. H. Hoffman, vice president, "has followed along with other companies in surrounding their feature productions with a splendid array of Color Classics, thus assuring exhibitors a cimplete, well balanced program from TifTany. "In this series of 24 Color Classics there will be subjects of intense interest portrayed by a cast of well known screen favorites." call of the exhibitor, in sufficient time to aflford him ample opportunity to ac(|uaint patrons with the pictures booked for his house. All advertising material, mats, slides, etc., an; arranged so as to enable the buyer to effect considerable saving in purchasing the various items. Mel Shauer, manager of the Paramount ad sales department, advises that the ad sales materials on the various series of short feature product are as follows: 26 "Krazy Kat" and 26 "Inkwell Imps" — one "onesheet" on each subject which contains a pen-and-ink drawing of the characters in both scries of one-reel cartoon comedies. Ad sales prepared and ready for distribution on both the Edward Everett Horton series of six two-reel comedies and the Christie group of 36 two-reel comedies comprise a "one-sheet," one to each subject, a set of eight 11-14 colored lobby cards; also a set of ten 8-10 publicity stills for lobby and newspaper display and a stock slide. Also on hand will be a mat containing four stock slugs with the star of the picture and the Paramount trade mark, in a layout so planned that the exhibitor may eliminate those slugs he does not wish to use; the mat also contains a two-column supplementary ad and a midget and corner-block illustration. An innovation in ad sales is introduced by Paramount in the thematic cue sheet provided for the orchestra to use during the showing of Horton and Christie comedies. An individual slide will be issued for each of the 10 two-reel dramatic subjects to be produced for Paramount by Chas. B. Mintz. For Paramount News, slugs are provided in graduated sizes and two one-inch trade marks, one white on l)lack. the other reverse and four corner-block illustrations in assorted sizes and shapes; these may be inserted in advertiseipents of feature product. Another selling help is the one-sheet poster with stock border containing the Paramount News trade mark with space for imprinting announcement of special scenes of local interest; also a stock announcement slide. As the name implies. Color Classics, will all be photographed in natural colors. Two of the subjects for this season are completed. They are "King of Sports" and "Memories". Tlie following stories now in production are; "Scar Face", "Love In The Jungle", "Footing The Bill", "Me and My Pal" and "The Man Who Married The Moon". The Color Classics released on TifTanv's last season program were: "The Barefoot Boy", "The Trail Of A Ranger", "Clothes Make The Woman", "Fisherman's Luck", and "A Greenwich Village Romance".