Year book of motion pictures (1936)

Weighing Machine • HERE is a good variation on the coinoperated device for a lobb? attractor without the usual procedure of throwing off the coin control. Have the weighing machine issue a specially prepared card on which is stamped the proper weight and a non-committal forlime which ends with a prophecy that the holder will see the coming attraction. Instead oi tricking the scale, have a uniformed ottendant stand beside the machine and insert a coin as each person steps on the scale platform. This gives the stunt a lot of swank. Crazy Week • THIS method can be used on occasions to iazz up house fronts and gather a little extra business. Some exhibitors work it with a stage show by booking in films that are out of the ordinary ond then going lunotic in the lobby. One theater had as lobby exhibits the old "invisible goldfish," the goose that laid the golden eggs and similar fooleries. Another had all the posters upside down or on a slant, ^th the back of the box-office to the street and a clown to officiously conduct the purchaser from the ticket window to the doorman, with o little patter with the doorman if the crowd was coming slowly. It is just another case of suggesting novelty by a different sort of lobby. Attractive Points • EVERY theoter manager knows thot the most effective billing for coming attractions is to place it on the lobby mirrors, for this is the spot that invariably attracts the women. In like manner, the men con be interested. Place cigar lighters at either side of the lobby, placed right in the center of announcements for the next attraction. While the men pause to light up on the way out, they are sure to learn oil about the new feature. A trial for a few weeks will easily prove its worth. Bulletin Service • THE BULLETIN board is olways a goodwill builder. In a prominent comer tacked on o frame containing your billing for the new feature, is placed a bulletin board where women may place messages for their friends. A few dummy messages will aid in getting the idea started. Before long you will have women coming to your lobby to place messages on the board for their friends. Mothers will use the boord to inform children where to meet them after school. You can work out a lot of angles and adapt them to needs of your neighborhood. Special 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 obove all the other boards in the lobby when used. Hold it in readiness for a quick talk to the lobby starer. 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. Guessing Clock • WIND up an eight-day clock at noon, eight days before the opening. Set it ot the extreme of slow speed and let the crowd figure just how much time the clock will lose in seven days. Name six prices, 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.j The idea is that OS time posses and the clock continues to lose, estimators con get a better line on how much time is being lost doily. Or else one prize con be given for the best estimate each doy. Estimates should be in hours, minutes and seconds. Program Announcer • FOR THE front of the lobby, here is a good program time toble. A large illuminated clock foce without hands has o 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 oround to give the time for the next progromn. It might perhaps be even better to have the sectors movable, with each being changed OS that section plays out insteod of woiting to shift the entire show. Miniature Stage • THIS con be mode a permanent feotiue, with a miniature stoge on which is made a reproduction of a scene from the coming week's attraction. It is not always a simple matter to handle, but it is a business-getter, ond therefore well worth the trouble. People will form the habit of dropping in to see what the new miniature each week indicates. Novelty Poster • A NOVELTY slant con be given to this poster disploy. Hove cords printed up. Similar to the testing charts used by oculists. At the top in large letters is printed: 'Test Your Eyes." The rest of the copy is graduated in type size for each line until your entire billing is completed. End up your message with copy obout the foci that viewing pictures on your screen is soothing to the eyes. Place this in o prominent spot in your lobby. You will be surprised to see how many peo 847