Fox West Coast Theaters Now (May 14, 1930)

NOW • WHEN Bill Connor, man- ager FOX ST. HELENS THEATRE, Chehalis, Wash- ington, puts on a stage wedding it practically be- comes a civic holiday. Not only did he promote $800.00 worth of gifts for the bride and groom, but he predomi- nated the papers for more than a month, even broke into the Tacoma press. He went so far as to secure a honeymoon trip in an airplane for the couple. Bill did it up brown, and by the way he is the fel- low in the upper picture wear- ing the iron hat. features marking the month. Enthusiasm is running high. The month will be productive of many good things. Business will be increased materially, publicity will be reaped by the page, prestige will be enhanced. But most important will be the loyalty of spirit of cooperation inspired by Mr. Franklin’s leadership. Managers vied, with each other in devising novel exploi- tation stunts. Among the many, one of the most unique is a card originated by W. O. Record, Jr., of the FOX WlLSHIRE THEATRE. Using the four suits in a pack of playing cards and printing the picture in place of the missing word, the reverse of the card read: “You may be- long to many a club, you may wear many a diamond, you may have a big heart, but you don’t need a spade to dig up the loca- tion of a Fox West Coast Theatre.” Speed Borst of the Fox BELMONT took the old calen- dar idea and made it the inner pages of his program. Fleading it “Harold B. Franklin Month,” the features booked specially for May were printed under the dates. Many special programs were published, prominent among them being one arranged by Tom Mc- Donald of the Fox Westlake. The general committee is deeply gratified with the spirit in which every Los Angeles employee, from division man- ager to the humblest usher, has entered into celebration month. The sincerity and good will marking every effort is indica- tive of one splendid fact—the unity of Fox West Coast Theatres. All Los Angeles Unites to Honor H. B. Franklin Theatres in Demonstration to Chief’s Leadership @ The General committee in charge of Harold B. Franklin month in Los Ange- les is doing a wonderful job. Mainly, through splendid publicity stories in all metro- politan and neighborhood papers, supported by effective trailers, just about every one in Los Angeles knows that Fox West Coast Theatre man- agers have dedicated the month of May to their chief. Motion picture executives, civic, fraternal and industrial leaders have officially recognized the month and are paying trib- ute to Mr. Franklin’s sterling citizenship and business genius. The Los Angeles Chamber of Commerce is arranging a bril- liant testimonial banquet and Mr. Franklin will be further honored in that world famous shrine of goodfellowship—the Breakfast Club. All Los Angeles Fox Thea- tres are united in insuring the success of two great stunts—a Bathing Beauty Talent Con- test and a gigantic and unique Treasure Hunt. The search for beauties is being conducted in each theatre by means of special trailers and heralds. Screen tests being awarded by Metro-Goldwyn-Mayer Studios and FANCHON AND MARCO contracts ' are stimulating scores of ambitious young ladies to enter in each theatre. Prelimi- nary contests will be held in the individual houses on the nights from May 12 th to 15 th inclusive. Final ^election will be made in the fore-court of the Fox Chinese Theatre during the following week. This feature will be preceded by a parade of beautiful floats, one from each theatre, bearing its winner, through the streets of Los Angeles. Winners will receive their prizes in Loew’s STATE during the last week of the month. The Treasure Hunt differs radically from the ordinary. The air of mystery with which it is surrounded makes it more intriguing. That it is popular is attested by the fact that al- ready more than 300 promi- nent merchants have been con- tacted, and the value of prizes to be awarded is enormous. The Hunt extends over the entire period of the observa- tion month. A special pamphlet of directions has been prepared that contains all information necessary to participate. Just as an example of how the stunt is made most fascinating may be gleaned from the following sample direction: "Go north from theatre one and one-half miles to where you see a drug store with a blue Neon sign upon which the sun does not shine after four o’clock in the P. M. Turn west from drug store and travel the distance a dog can run in one-half minute at full speed on your left— after you have made three about faces locate a store with a red awning with the trade name in light letters on same, the first letter of this name is "A” and the letter next to the last is “B”—in the window is a picture of a beautiful movie star. Ask the operator of this store for a pink card with his initials on it." Each week a different group of business houses are publish- ed. Patrons visiting all, getting a pink ticket, signed by the owner, will be adjudged win- ners. Individual houses, also, are arranging special programs and MAY 14TH 19 3 0