We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Wednesday, June 10, 1931
EXPLOITETTES
\ Clearing House for
Tabloid Exploitation /</<•</.»
o
Tit -up With
Soap Manufacturer
TpHE advertising itafl of the Strand theater in Birmingham, Ala. ii responsible for adding some new wrinkles to an old exploitation stunt. In connection with the showings of Warner Bros, production of "Fifty Million Frenchmen" the Strand management made a deal with tin manufacturer of a toilet soap whereby he was to buy five hundred admission tickets t" the picture. These he was to turn over to a department store, to l>e used as prizes for purchasers of the soap. Part of the plan called for the department store to advertise the picture in all its Saturday and Sunday ads. The scheme went through, the ■• devoting 125 lines double column to "Fifty Million Frenchmen" in all of its week-end ads. —Strand, Birmingham Ala.
Merchandising Concern Has Own Ballyhoo
\/fERCHANTS, department stores and sporting goods houses throughout the country are clamoring to tie-up in exploitation stunts with the showings of the Bobby Jones series of Vitaphone shorts on "How I Play Golf." A new wrinkle was introduced in connection with the series in Youngstown, Ohio, last week by Sears, Roebuck & The mail order house had its golf professional at the new Warner theater all week ready to explain and dilate on the problems treated of by Bobby Jones in his openine picture. How important this tie-up was to Sears. Roebuck & Co. was shown by its taking considerable advertising space in the papers telling of the presence of its golf professional at the theater. — Warner, Youngstown, 0.
NED E. DEPINET has returned from a buiineu trip to Canada.
JOHN G. ADOLF1 . in New York (or a
vi«it.
B. F. I. VON", Canadian sales manager for Warner Bros., is back from Montreal. Toronto and St. John.
GiNGER ROCKRS. signed liy RKO Path<
tn .'ppear with F.ddir Ouillan in "Eddie Cuts In." left yesterday for the coast
LEO McCAREY is en his way luck to Hollywood after a brief visit in New York.
HARRY ROSENQUEST, assistant sair. of Vitapbtne shcits, left yeaterdaj FA
i trip throiiKh the middle west.
wr% ■ i ■ "1V~V iV
RlAlTO
I»HILK1D\LY
• • • THIS IS our Golf Story, and we stick to It ...in
spite of the RAIN Here We are at White Plains with the
muggs who journeyed up from Film Row for a quiet (?) day at golf White Plains, as you know, is where so many of those sensational murder trials of Westchester County have taken place
looking over this bunch in their fancy sport outfits
with their faces marked by the scars of many a tough film battle
they look like a first-class aggregation of highbinders
it wouldn't surprise us at all if another Ghastly Crime is recorded here today at the Fenimore Country Club there is a sizeable bunch of exhibs among the gang and what's to prevent 'em lying in wait for one of the producer execs up
there around the bend in the course where a thick clump of
trees overshadows the fairway they wouldn't have to do
any violence as he approached they could all pretend to
be looking for lost balls in the rough then they would
call to him to come in among the trees and help 'em once
in the thicket, they'd surround him and just keep staring
hard at him as they slowly circled around him
without saying a word just piercing him with accusing
looks and the film exec would recall all the palooka pix
he sold 'em at a Stiff Price and die of a Guilty Conscience
assuming, of course, that a film exec HAS a conscience
but mebbe that's assuming a helluva lot
• • • AS USUAL, several of the contestants got lost on
the way up in their cars, and arrived a H'l late one mugg
went as far is Boston, following the Boston Post Road
taking it literally he's a screen writer, and used to following well beaten paths Billy Ferguson phoned up to the
club house that he'll be a trifle delayed he had to stop off
to see a guy about a dog that barks like the Eingecm Lion
as long as it doesn't purr like a kitten, guess Billy is reasonably safe but we've hoard these dog stories before from
Billv
* * * *
• • • TO LISTEN to this bunch of golf goofers talk, you
wouldn't think there was any national depression they
talk in millions as usual so when they come to
mark their score cards they have an awful battle with
'emselves the temptation to put in a lotta figures is
almost overpowering but if they did, they'd probably be
telling the TRUTH on their score cards
• • • ONE OF the boys from out-of-town got slightly
mixed he wore his golf outfit to dive in the swimming
pool the color in his red sweater ran An East Side
exhib wandered in just then, and saw the discolored pool
"Ohmigawd! Red Ink!" he yells, and rushes out like mad
we haven't seen him since the guy who made the mistake
in the pool is out on the course wearing his bathing suit
a guy's got to wear something on a ritzy course like this
• • • A FRIENDLY warning is extended to all hands not
to eat Too Much at luncheon the Big Feed comes at the
evening banquet among the muggs who have insisted to
the Committee that they want to make speeches are Red Kann, F. Wynne-Jones, Al Lichtman, Lee Ochs, Jerry Beatty and Harry
Warner the rest of the gang are just satisfied to EAT
quite sensible, say we it is confidently expected
that there will be an unusual number of hole-in-ones chalked up
today so many of you muggs have been in a hole so
long that it oughta be a cinch Fore!
« « «
» » »
TIMELY TOPICS
A Digest of Current Opinions
€)
Folly of Cutting Advertising Budget
WOULD
** lights
you turn off the in your canopy to save money during the so-called depression;' Ridiculous? Then why even think of cutting your advertising budget at a time when it is necessary to do more energetic and concentrated selling to keep seats filled. Depression brings home to the reckless and sloven the necessitv of judicious spending. Wc say, "Cut with consideration everywhere, but not the advertising budget." "Think, scheme and exert every ounce of energy to make the advertising dollar do double, triple and quadruple duty during harder times to fill extra seats." What good are fine cars, if you can't sell them? What good are great pictures if they don't fill seats. You're in a fast business. You have to fill seats quickly. They're salable only a few hours each day. in most cases. Utilize sagaciously mediums that pull and sell quickly. Y'ou can't depend on natural theater-going habit to fill seats. You can't wait until it's talked around that you have a good show. You can't sit and hope for ideal theater weather to pack your house. You have to sell, exploit and advertise in up and at 'em fashion. And that takes brains, ambition and energy backed up by a prosperous budget. The wise spending of the last dollar has turned innumerable cases of depressions into prosperity. As vital as to the body of man, advertising and selling is the heart of the theater. When the heart is affected, death moves in too soon take possession. Cut! And cut! But not the heart!
— William Jacobs, Associated Pubications
Many Happy Returns
Best wishes and congratulations are extended by THE FILM DAILY to the followi bers of the industry, who are ing their birthdays:
June 10
Dorothy Farnum Virginia Valli Leopold Friedman Vera Lewis Cleve Moore
ng mencelebrat