The Film Daily (1927)

THE DAILY Wednesday, October 5, 1927 (MOy TIPS WWCH M£AM POOASS rOC SHOWMEN "Ben Hur" (M-G-M) Radio announcer was given a box at the opening. With microphone at his side, he told the story as he saw it. Every detail was complete. Thousands of letters were received by the theater and K. S. L. — Grant Pemberton. Pantages, Salt Lake City. Football's Here— Are You Ready? "Underworld" (Paramount) Distributed 10,000 tabloid newspapers with the glaring headline, "Underworld Due For Clean Up." These tabloids were distributed on Friday and Saturday prior to playdate by real newsboys. The newsboys when passing out the papers would yell, "Underworld Due for Clean Up," "Underworld Murder," etc. — Gus Grist, Howard, Atlanta, Ga. Goetz-Warner Suit Up in Oct. Suit of Charles Goetz against Warner Bros, for $12,600 he alleges is due him for back salary and commissions while he was employed at the W-B exchange in 1922 is expected to come up for trial early in October, Goetz states. The case has been in litigation three years. In addition to salary, Goetz says he was to receive five per cent commission on sales. TPHE football season is here and with it comes an opportunity for the live showman to cash in on this great American sport. Distributors, knowing the possibilities of this type of picture, have again included pictures dealing with the outdoor classics in schedules. At the same time the successes of the season just closed are still to play many theater accounts. The Exploitation Section of the 1927 FILM YEAR BOOK contains many suggestions on how to put over football pictures. These ideas represent a consolidation of many campaigns actually put over by showmen and are reprinted here as a reminder that the road to better box-offices is always a clear one to the exhibitor who keeps on his toes. And, by the way, are you using the YEAR BOOK for exploitation ideas? If not, you're permitting the parade to pass you by. Get wise. FOOTBALL STUNT, NO. 1 Instead of distributing the regular heralds in ordinary fashion, have four or five boys dressed up in full football outfit. The outfits can usually be obtained from the local sporting goods store, for an ad in the program or a slide on the screen. FOOTBALL STUNT, No. 2 Announce through the local newspaper (as a news item) that at a certain hour on a certain day, preferably two or three days in advance of the opening, that footballs will be dropped from the sky with lucky prizes. On that day you drop a number of minature footballs, made of tin or paper mache (any novelty company sells them), with tissuepaper parachutes attached. These can be dropped from the roof of a tall building, the steeple of a church, or any other high point, or, if available inexpensively, from an aeroplane. The footballs should be of the type that are hollow inside and that split in half. PATHE NEWS Will. J. Tuiibcrt, Manager Temjile Theatre, Syracuse, N. Y. — an asset in Temple Theatre, Syracuse, for years Syracuse, N. Y-, Sept. 10, 1927. Ray Hall, Editor, Pathe News, N. Y. The PATHE NEWS, with its many interesting news items has been an asset to our program for years. Wm. J. Tubbert, Mgr. Temple Theatre. Inside a few of these footballs place an order for some kind of prizes, — the orders to be redeemed at one of the leading stores — this store to contribute the prizes. The balance of the footballs can contain passes to see the picture. By having the coupon in the football redeemable only when presented with a coupon or a series of coupons which are printed in the newspaper, and by having the name of the contributing store or stores mentioned in the newspaper, the cooperation of the newspaper and stores is easily obtained. FOOTBALL STUNT, NO. 3 Announce through the local newspaper (as a news item) that at a certain time, on a certain day, a regulation football, autographed by the star player on the local football team, will be kicked by him from a prominent cor_ ner. Whoever catches the football keeps it. and will also receive a pass for the theater to see the picture. A quantity of footballs can be used in this stunt, and by giving the local sporting goods store some advertising in yovir theater, the footballs can usually be obtained gratis, or at greatly reduced prices. FOOTBALL STUNT, No. 4 Announce through the local newspaper, that a contest will be conduced on a certain day. for the best drop kicker in the town or the community. The contest can be limited to the high schools or the colleges or made open to all. On the d^y specified, a large profile football painted on compo board with the announcement of the picture, theater, etc., can be mounted in a field or park, at about the height of the cross-bar on regulation goal posts. The starting line can be set at al)out a distance of seventy-five yards from the football. Lots can be drawn for the order of kicking, or the order can be determined in the order of filing entry blanks at the theater. First prize goes to the one who hits the profile football first. Additional prizes will go to those who come nearest it, etc. Cooperation from the local newspaper can readily be obtained for this sort of a movement. FOOTBALL CELEBRITY NIGHT For Christmas Holidays. When the local football hero returns from college for the holidays, give him a send-ofF with a special "Welcome Home." You can get the cooperation of everybody on this one. The civic organizations. merchants' association, and school organizations will all help to make the affair a success. The theater party can be followed by a banquet at the hotel, or a dance. This special night can also be staged at the Thanksgiving holiday. FOOTBALL PICTURES If a football picture is contracted for. far enough in advance to be dated in toward the end of the football season, announcement can be made through newspaper and in herald form and also by a letter direct to the schools, that a silver trophy will be presented from the star of the picture, to the individual making the greatest number of touchdowns during the season. The trophy can be called after »he name of the star, such as "Red Granee Trophv," "Richard Dix Trophy." etc.. and presentation madp from the thf>ter duririe the showing. The local paper will he glad to keep a constant tally of the standing of the contestants, and of course with it, mention of the picture, theater, etc. I COLLEGE ATMOSPHERE String pennants across the lobby, but be sure to include all the local high schools and colleges. Intermingle the pennants with cutout football likenesses painted on ordinary cardboard, with the name of the picture, star and play dates. POPULAR FOOTBALL PLAYERS Tie-up with local newspaper. Voting coupon to be printed in newspaper week in advance. Votes to be printed to newspaper and daily tallies to be printed therein. Winner to be presented with award at the theater by an official of newsaper. Presentation can be made on opening day of picture or during the period of its showing. COLLEGE STICKERS On a picture with college atmosphere, tie in with college or hiMi school students by printing special stickers which are pasted by the students on their note books. FOOTBALL PRIZE Have sporting goods store display a football in window a week prior to opening of football feature. A card in window states that the football will be thrown from roof of theater at a stated hour. Tie up with high school band for a parade to theater. Have one boy act as ballyhoo, dressed to impersonate hero of picture. The football is thrown from roof just prior to opening. The band is admitted free to show, and the otTier boys in parade are admitted for a nickel. SCORE CARDS Get out a small card or label with blank score arrangement ofr sporting events as baseball, football, etc. or golf and bridge parties. On other side of card, place copy about the film. Throwaways of this type has longer life and reaches all classes or theater patronage. STREET PARTY For exploiting college or football picture. Tie up with local college to secure enough men from football squad to form two teams. They will be used to stage a number of showy plays at an evening party. Secure per' mission of police department to rope oflf block in front of theater. Advertise that on opening night the football stunt will be given at 7:15, followed by band concert. Use college band or local boys' band. Secure powerful photographers' lights. Hook them up inside of theater with enough cablo to bring to end of marquee. With the college supplying linesmen, referee, etc., this is a real novelty. Australian Comoanv to Represent 20 Distributors Sydney — European Films Ltd. will commence operations in the Australian market immediately. The new company will not release pictures here, but will sell them as the direct representative of over 20 European producing organizations. European films have Sydney offices at 305 Pitt St. The general manager is Hans Vajda, who is also a partner. Among the firms represented in Australia are: Pan Films, Sascha Films, and Hugo Engel Films, Vienna; Pan European. Berlin; La Societe des Cineromans, and Albertros, Paris; and Paladium Films, Copenhagen. Leo Abrams Promoted Universal has placed Leo Abrams in charge of the Brooklyn and Long Island sales territory. Nat Liebcskind has been appointed head of tlu non-theatrical department for the New York territory. Changes in Paramount Force John Hammell, Paramount sales manager for the Middle West, has transferred C. A. Smith, manager at Milwaukee to a similar post in Cincinnati, Charles Rea.gon. Cincinnati manager transferred to same post at Indianapolis. The latter succeeds F. E. Wagoner. Allen Made Feature Sales Head Kansas City — C. W. Allen has been ,' appointed feature manager of the Pathe branch. (