The film daily year book of motion pictures (1928)

FIELD MEET A business builder for dull seasons. It was originated by a theater to offset a slump in business after the street had been closed for repairs. Theater lines up all merchants on the street to cooperate in a field meet, held at 7 o'clock Saturday evening. Every business house in the block pays $1 to cover newspaper and handbill advertising. Each one also donates merchandise to the extent of $2 each to be used as prizes. Eield Meet lasts an hour, open to all comers. Put on egg races, wheelbarrow races, sack races, scooter races for the kids, etc. Place orchestra in the street. Burn red liares along the curbing. This stunt will get the crowds, and boost a weak box-office. LON CHANEY STUNT Through tie-up with newspaper run an essay contest on what constitutes J_on Chaney's greatest characterization. Essays are limited to 100 words. OIL PAINTING IDEA In larger cities where ballyhoos, poster locations and other displays are tabooed, send out several boys through the principal streets carrying lobby oil paintings, size 30 x 40. They will occasionally stop at the busy street corners and hold paintings in full view of the pedestrians. After a minute or so, he crosses the street and again stops on corner. The idea can also be worked in street cars and waiting stations. POLE DECORATIONS When presenting patriotic feature, bind red, white and blue bunting strips around the telegraph and electric poles on side walks situated on block of theater. Strips are to be wound in barber pole fashion. If authorities permit, hang neat card sign on these strips. CORRECT PRONUNCIATION Capitalize the name of the feature the pronunciation of which may puzzle a good many people. Use a coupon printed in the newspaper for the purpose. Free tickets are awarded a stated number who first send in the correct answer. Print the list of winners in the paper, preceding the opening. LAUNCHING NEWSPAPER Week in advance post city with one-sheets announcing coming of a new newspaper. Give it an appropriate name. Have the paper issued on Saturday noon. Have the news of that day on the front and second page. The third and back pages are devoted to news of the picture, copy taken from the press book, or written up for the occasion. Have newsboys distribute with their regular papers. TIME CLOCKS Make up several half sheet cards with appropriate copy about the picture you are showing. Secure permission from the various big concerns to place these near time clocks where all employees will see them. Copy suggestion as follows: "Notice.. On account of the great crowds attending the performance at the ■ theater this week, be on time and you will be sure to get good seats to see ." FREE TAXI RIDE Taxi cabs to carry on front of their radiators large one-sheet card reading "Free ride to see ■ at ■ theater if it rains between 7 and 9 P. M. on (the opening night of picture)." Nine cases out of ten, it doesnt' rain and if it did, very few people would take advantage of the offer but this great flash will get everyone talking about this unique method of advertising. Live wire insurance companies could be induced to insure receipts opening night against rain. CITY FIELD DAY Arrange to print the official programs for this civic event, appropriating sufficient space to get over your attraction, theater and play dates. MATRIMONIAL BUREAU Use on a feature stressing the matrimonial problem. Establish a matrimonial bureau sufficiently in advance of showing to secure a maximum of public interest. Distribute through the mails photographs of the star supplemented with a card written in longhand urging persons interested in the bureau to call the theater phone number for further information. This should be followed with a teaser campaign in the newspaper, pointing out the advantages and disadvantages of matrimony. MEMORY CONTEST A unique lobby stunt on any attraction. Display a still showing an interior set. Paste pieces of white paper over several small articles such as a vase, a clock, a chair, etc. Have card alongside explain "Memory Contest" as follows. When viewing picture patrons are to watch for this particular scene, and later at the box office properly identify the missing articles. This can be varied by selecting a still showing three or four players. Cut out hgures and display the still in lobby. The object is to properly name the various characters in their correct positions. At box office are duplicates of the stills as displayed in lobby, to enable contestants to indicate their solutions or answers. STENCIL ADS Have a stencil made with the name of the feature. Equip a man with a bucket of whiting and he can stencil the name of picture on every vacant store window and other vantage points. Be careful not to violate regulations ART POSTER Secure a local artist to paint a picture of the star of coming attraction on a 24-sheet stand in a prominent section. This will stop the passersby to watch the unusual stunt. Tie-ups with dealers can be made by having the artist repeat the drawing on poster cards in the merchants' windows. NEWSBOYS' BAGS Special signs can be made to be attached to newsboys' bags, advertising the current show. Here is a cheap and very effective form of advertising your theater for a period of weeks. Give the newsboys passes in exchange for the ads. STAGE STUNT Good advance publicity can easily be worked up on many features through a short novelty introduced into the program. It is designed to advertise the coming attraction. For instance, on a pirate film, the theater is plunged into total darkness for an instant. A bloodthirsty "Yo-ho-ho" is sounded from backstage as a spotlight reveals a bearded pirate peering from behind the curtain. He delivers a short address on the picture. This idea can be readily adapted to crook pictures, etc. TELEPHONE CALLS Employ a girl to call up numbers in the phone book by the wholesale. She introduces herself as a personal advance agent of the star of attraction. She informs everybody that the star's latest picture will be on view the following week. UMBRELLA STUNT During rainy days, especially the time theater crowds are coming out, manager to have several boys with umbrellas to escort patrons to cars and busses. Have caption of picture printed on umbrella. STAGE SHADOW BOX Week before picture's showing, install a shadow box on the stage, directly underneath the screen. This carries the picture's title in bright red letters, and is illuminated while trailers are being run. TRAIN CALLING Hog calling contests so popular in the Middle West as added attraction have found a development in train-calling contests which are appropriate for railroad pictures. Brakemen and depot train callers are eligible. AWNING STRIPS Store displays are fertile spots for striking display announcements. Through a few passes, permission can be obtained to attach strips to lower section of awning. IMPERSONATION IDEA Pictures bearing strongly on the sex angle can be boosted by offering prizes to young men who attend the theater during the showing of the picture dressed in female attire. These local "Adonises" will assist fn creating unusual public interest in your showing. ICE CREAM EATING A new version of the old-time watermelon eating contest has been found in an ice cream eating contest. This is appropriate to an "ice" picture. 725