The Film Daily (1935)

12 —M0< DAILY Tuesday, July 23, 1935 OUT NEXT WEEK AND JUST AT THIS TIME THE MOST IMPORTANT BOOK ON PRODUCTION IN MOTION PICTURES » » » EXPLOITETTES « « « Nat Silver Brings Mae West To Town ATAT SILVER, at the Strand theater, Lowell, evidently believes in that old proverb — "If at once you don't succeed, try, try again." With Mae West's "Goin' To Town" booked in, Nat decided to have an auto parade right through the middle of Lowell. With this idea in mind, he visited a number of auto dealers in an effort to borrow some cars for the parade, but he was turned down on all sides. But— did that stop Nat? Not on your life! He decided to hold his own parade. He lined up all the cars owned by the employees of his theater, and of Art Keenans Merrimac, and then promoted the cars of several of his close friends. All cars were equipped with large banners selling Mae West and her latest picture. However, there was one last crowning effect that put the finishing touch to a great idea. At the start of the parade, Nat discovered that every car had a radio. So — he had all the radios tuned into one station that happened to be playing some march music at the time. You can imagine the effect that the parade made, what with music and all. It was tremendous, and we congratuate Nat on his splendid efforts. For the same campaign, he secured forty window displays at practically no cost. — Strand, Lowell, Mass. Diversified Plug for "Copper field" T-JERE are a few of the highlights of an excellent campaign, put on by Manager J. J. Sullivan, of the Rialto, Roslindale, on his showing of "David Copperfield" : Planted a newspaper serialization of "Copperfield" in the local weekly paper three weeks before opening day. Screen and lobby plug a month before opening date. A letter was sent out a week in advance to all school headmasters and English teachers together with a study guide of the picture. A window display consisting of several stands and a complete set of 8 x 10's. Distributed 3,000 planograph heralds — 1,500 being used on a mailing list and the rest through several stores and a local market. A few days later Joe put on a spring show in conjunction with three local stores. He tied-in with men's shop, hairdressing parlor and a woman's shop. This was sold through screen, lobby and a combination ad . which was paid for by the merchants. The dress shop also mailed 1,200 post cards, an nouncing the show, to its customers. Talent, all local girls picked from the Radio Audition Talent, was used between the fashion displays to pep up the style show. — Rialto, Roslindale, Mass. Transportation Stunt for "Public Hero" 'THIEING-UP with local Ford dealers, Milton Harris, publicity director for Loew's State, in Cleveland, Ohio, exploiting "Public Hero," arranged for them to send a car and driver to the home of any Clevelander who called them and asked to be driven to the theater to see the picture. Four cars with banners carrying copy on the film were parked in front of the theater by special permission of the police. These waited for .patrons leaving the theater who wished to be driven home. A special screening was held in advance of the opening for the press, police officials and leaders of civic and educational organizations. 10,000 teaser reward heralds, on the ransom angle, were distributed at the Cleveland baseball stadium. A special sermon on "Public Hero" was delivered at a Unitarian church on Sunday. — Loew's State, Cleveland. T Gets Unusual Editorial Break HROUGH the efforts of Manager Maurice Corkery, of the Central Square theater, Cambridge, his theater received a very pleasing editorial that praised it very highly. The editorial explained just how the theater was a benefit to the nearby merchants and an asset to the community. If you would like copies of this editorial, in order to sell the idea to your local paper, write to Maurice at the Central Square theater. — Central Square, Cambridge, Mass. O1 Stamp Club Matinee Goes Big NE of the most successful Saturday matinees, with the exception of the Saturday the theater opened, was held at the Federal theater, Salem. The unusual business, which was twice that of an ordinary Saturday, was due to the organization of a stamp club by manager Art Murch. Art reports that the children seemed very interested, and that it looks as though this stunt will keep 'em coming. For additional dope on this club write to Art at Salem. — Federal, Salem, Mass.