The Film Daily (1932)

THE Friday, July 22, 1932 S^k DAILY EXPLOITETTES A Clearing House for Tabloid Exploitation Ideas o English Ad In Jewish Paper 'T'HE Lyceum in Winnipeg, Canada, recently enjoyed the profitable experience of cashing in on a picture with a full page ad in a newspaper in which the theater's ads are usually confined to one column-four inch ads. The house was booked to play "The Heart of New York,** which as almost everyone knows, has for its theme a Jewish family on the lower East Side. The Lyceum took a full page in the "Western Jewish News," which is subscribed to by every Jewish family in and about Winnipeg, had the ad printed in English in red and black with scene cuts from the picture occupying about one-half the space. The result of this ad netted the house $100 a day more than the average business of the house during the entire run of the film. It was intelligent advertising of the most commendable sort. — Lyceum, Winnipeg * * * Plasters Town With Copy W/"HEN Manager Blair of the Regent in Cedar Falls, la., starts out to ballyhoo a picture, he doesn't let up until the whole town knows about it. In selling "So Big" to Cedar Falls inhabitants, Blair plastered several trucks with huge "So Big" posters and also made use of every available poster space in the suburban districts. In addition to this, he painted all empty store windows with copy on the picture, play date and theater name. Blair also proved that you can make a good display even with a minimum amount of lobby space. In spite of the smallness of his lobby, he made it very attractive by using large cutouts and 14 x 17 frames with scene stills from the picture. He made every inch of space count, without crowding, in laying out this display. Regent, Cedar Falls, Iowa New Incorporations NEW YORK CHARTERS Extension Enterprises, theatricals; A. Kaufan, 236 West 44th St., Manhattan. 100 lares common. Exhibitors Service Corp., utilize electricity; (wis, Garvin & Kelsey, 120 Broadway, Manittan. 100 shares common. CAPITAL INCREASES Prudential Playhouses Operating Co., Manittan, 500 to 1,000 shares no par. Prudential Playhouses, Manhattan, 5,000 to ',000 shares no par. ALONG • • 9 GOING STRAIGHT to the public for advertising copy , is the new slant of Jack Hess in pushing over the eight Paramount features on the way the campaign has been launched with Irene Thirer of the "Daily News" interviewing a cross-section of New Yorkers and their opinions on the Paramount lineup makes refreshing copy for advertising purposes as a different angle in film advertising we welcome it ...... other cross-sections of the public will be interviewed getting opinions of bank presidents and the doorman manufacturers and mechanics in their employ after all, as Jack says it's the public we've got to sell so why not give 'em a chance to record their reactions? *<**■* • • • JUST BEFORE starting on a three months' swing around the exchanges and a visit to the coast studio we found Claude Macgowan, general manager of Mayfair Pictures very chipper about the outlook for the Independents and for Mayfair in particular and here are some of the reasons • # * * • • • THIS ORGANIZATION started off last September in the height of the depression promising to deliver 24 features they delivered 28 now they have five already in work for the new season the company's distributors are certainly more than satisfied with the product and the way they have been treated as evidenced by the fact that 99 per cent of then have signed up again for this season ..... not only that but they have consented willingly to a substantial increase on the contract buying price • NEWS«»OF«»THE«»DAy • St. Louis — Roxy Theater Corp. has been organized with $50,000 authorized capitalization. The incorporators are Alex Papand, Mrs. A. Shank and Joseph Litvag. The company operates the Roxy theater at 5500 Lansdowne Ave. Estherville, la. — The Grand, only theater in town, has closed for an indefinite period. Campbell, Cal.— W. H. Radcliffe and D. F. Maclachlan are the copartners under whose management the Campbell has been reopened. Irwin, la. — Sam Hulsebus has sold the Irwin theater here to W. Williams. Des Moines — Ten-cent admissions have been adopted recently by a number of theaters over the state, including the Opera House, West Point, the Lyric, Coon Rapids, Coliseum, Lamoni, and Lomar, Lohrville. Fontanelle, la. — The Joy theater here was gutted by fire recently with a loss of $4,000 partly covered by insurance. P. O. Griffith of Massena, owner and operator, has not decided whether to refurnish the theater and continue to operate it. Orrville, O. — Lester Everett of Houston has assumed management of the Grand, succeeding R. J. Wheeler, who becomes manager of the Lake, Michigan City, Ind. House here will undergo some improvements. Dallas — Mrs. Besa Fairtrace has taken over the press agent position for both the Palace and Melba. Mrs. Bab Langley formerly handled the Palace publicity. Richmond, Va. — Harry F. Blackwell is listed as president of the Blackwell Amusement Corp., just chartered with authorized capital of $5,000 to conduct amusement enterprises here. Milwaukee — Four more local houses have gone dark including the Park, Pastime and Comfort, neighborhood theaters, and the Garden, local first run operated by L. K. Brin. This is the third downtown first-run to close this summer. TIMELY TOPICS A Digest of Current Opinions €) Public Demands Realism in Films ^N age of sophistication is carrying motion pictures into daring fields which to date have remained undiscovered. Stories have been built around characters that would have frightened producers in the past. The cinema-going public has arrived at a point in entertainment where it demands facts and realism rather than fantasy. Audiences want their dramatic screen favorites in human roles. To be human is to be imperfect. ■ That is the only explanation of the popularity of roles far from the hero type in which the public now prefers leading men and women. Roles, which in the past could only be made into villains, are constantly being awarded central characters in stories today. The public has come to realize that the most despicable of characters are, after all, human beings. Audiences see sympathetic sides to them. These characters are just as interesting as heroes who seem to have no other reason for being, than to win the girl. — Albert de Courville, Director for British Lion Film Corp. WARNER UNIT COMING EAST Ray Enright, who will direct Warner's "Central Park" in which Joan Blondell and Charles Farrell will be co-starred, leaves Hollywood tomorrow for New York to make the Eastern shots for both "Central Park" and "20,000 Years in Sing Sing." He will be accompanied by his assistant, Ben Silvey and two cameramen. The principals in the cast are expected to follow Enright to New York later. MANY UAPPY RETURNS Best wishes are extended by THE FILM DAILY to the following members of the industry, who are celebrating their birthdays: July 22 Fernando Mendez Dan Totheroh Phillips Holmes Marjorie White