The film daily year book of motion pictures (1935)

* LOBBIES * Avoid overcrowding in your Lobby attractions. What you are trying to create is the atmosphere of your current feature. Try to attain that result with simplicity ^ and directness. The following ideas have been selected along these general lines. NOVELTY BOX This one is adapted from the novelty toy in which a light flashes when the proper answer to a question is located. It is a one-sheet sized box made to fit into a lobby frame and presenting a number of spaces, each with a light switch beside it. The cover line urges the lobby shopper to "Press the button and see if you can locate the title of our next big picture the first try. Anyone can, since each of the spaces, covered by colored paper, is further backed by a second card on which the title of the picture is written. Turning any switch gives the title, but most investigators will snap other switches to see what the other spaces say. And that hammers the title into their memory. EMERGENCY BOARD— Have on hand one large board for emergency purposes for special announcements. This board should have a yellow face, and the lettering in red. Thus it stands out above all the other boards in the lobby when used. Hold it in readiness for a quick talk to the lobby starter. It may be used for a clip from the newsreel that has more than ordinary local interest; or to announce a switch in bookings; a special short, etc. Only use this emergency board to announce something worth while. And keep the printed message short and concise. The regulars will come to look for it, knowing it is part of your system, and they will have confidence in its message. LOCAL CRITICS This is a good gag for a small town where everyone knows most everyone else. It is based on the psychology that most small towners like to see their names plaved up. So we have the "Criticism Board," which is used to mount the audience comment. A desk is installed in the lobby, with paper about 3x5 inches, with an invitation card over the top of the desk inviting patrons to write out a criticism. These are used on a permanent board with the best and a few of the worst picked out. Most of the slams will be written in an attempt to be funny and will not prove hurtful. All criticisms must be signed with authentic names. CLOCK GAG — Wind up an eight-day clock at noon, eight days before the opening. Set it at the extreme of slow speed and let the crowd figure just how much time the clock will lose in seven days. Name six prizes, each of a little less value, and award the top prize for the closest estimate made on the first day, and in decreasing value to the sixth day, no estimate being accepted the last day. The idea is that as time passes and the clock continues to lose, estimators can get a better line on how much time is being lost daily. Or else one prize can be given for the best estimate each day. Estimates should be in hours, minutes and seconds. ANOTHER COOLER Here's an attraction for your lobby that will be widely discussed. In a prominent lobby spot place a fireplace with electrical hot coal effect. It is backed up bv a one sheet mounted on a board. Investigators will be greeted by a cooling breeze from vour cooling plant. The "cold fire" will be talked about all over town. Word-of-mouth advertising will prove valuable on this one. If you can, have a clown or protesquelv dressed man draw attention to the "fire." Onlv cost is the cool air. Clown can be one of the staff. MOVIE BAIT Afternoon and night of change of show, have movies taken of folks entering vour theater and advertise by slide that the films will be shown the following night as part of the new program. This may require the services of a professional cameraman, or possibly the town's amateur movie man. Have onlv about 100 feet made during afternoon and, if you have enough lights out front or in vour lobby, a like amount of footage at night. Have the print readv for the next afternoon and night showing and be sure to announce the stunt in a large frame in vour lobby. This stunt has been tried out and proved to be a big business-getter. PROGRAM ANNOUNCER For the front of the lobby, here is a good program time table. A large illuminated clock face without hands has a movable disc around the rim. on which is painted the various items of the show. When the house opens, this rim is moved to indicate the first show, and just before the end it is swung around to give the time for the next program. It might perhaps 744