Motion Picture News (Oct-Dec 1927)

D c c c m l> e r I 6 1 <J 1K«>7 More Elaborate Programs Offered by Roxy Roxy is instituting ;i more elaborate program policy with the current bill .-it his big playhouse in New York this week. With Tiffany's "Wild Geese" as the screen feature, there is a surrounding program providing a greater number of units than heretofore, and announcement has been made that this policy will be standard for the future. The current bill offers an overture by the Roxy orchestra. This is followed by a short film titled "The TwentyFour Dollar Island," produced by Robert Flaherty and released by Fat he. This is projected from the backstage projector while a presentation of New York's passing show with ballet, chorus and the Hoxy ensemble occupy the stage. A special musical setting has been arranged by Werner Janssen. A pictorial presentation of Strauss' "Blue Danube Waltz" with chorus and ballet is another feature'. Other divertissements include "A Hat Box," with .Maria Gambarelli ; "The Carnival of Venice" sung by Beatrice Belkin, "The Fearl Fishers" duel by Douglas Stanbury and Harold Van Duzee and "The Italian Street Song" of Herbert presented by Jeanne Mignolet and the ensemble. Russell E. Markert's Sixteen American Rockets again in one of their dances; Fox Movietone New-reel, and a scenic number introducing the feature tilm. Keen Interest in Contest for Lloyd Prize Indicated Chicago Exhibitors Aiding Xmas Basket Fund The Fxhibitors Association of Chicago is co-operating with Building Commissioner Chris Paschen to assure the success of the big midnight show which the commissioner is staging at the Chicago on December 17th, the proceeds of which will -well the Christmas Basket Fund. Mr. Faschen is taking the place of the late Faddy ('air as Santa Olaus to hundreds of destitute children in Chicago. New Year's Eve Midnight Shows Scheduled New Year's Eve midnight shows are being planned for Great States Theatres in eleven cities in which this company operates. Preparations are also under way for Christmas parties in these cities, which will be held the day before Christmas for the kiddies. Sparkling Devices on Ushers' Uniforms RADIUM to "high light" the usherettes. ' That's the new wrinkle that has been adopted at the Mission Court theater at Fullerton. Calif., by managing director, Harry Lee Wilber. The winter uniforms of the usherettes include a black velvet jacket with brass buttons and brass belt. Mr. Wilber had the initial "M" cut out from thinnest aluminum and had the same painted with highest grade radium paint. In the lobby, at the head of the aisles, where the girls stand at attention, the letters show up splendidly, while they glow with a superb green as the girls walk up and down the darkened aisles. INDICATIONS are that the $1000 cash prize money for the best exploitation ideas submitted by exhibitors for campaigning Harold Lloyd's next Paramount picture, "Speedy," and offered by the -tar, has stimulated keen interest among showmen. The Lloyd exploitation contest differs considerably from other competitions of this nature in that the prizes are for ideas submitted in advance of the picture's release. It will also have the effect of building up a campaign based upon the ideas and knowledge of the theatre men themselves. There are no rules to be followed in presenting suggested campaigns. All that is necessary is that the contestant enumerate the methods he would use in selling the picture to the public along the line of lobby displays, street stunts, local and national tie-ups, newspaper advertising and publicity copy and contests to be inaugurated by the theatres which will book "Speedy. " All that is required are ideas, not lengthy descriptions or theses on advertising, publicity or exploitation. The contestant is asked that ideas be submitted in as few words as possible in order that t li *• judges will not be forced to read hundreds of lengthy manuscripts in which the ideas are buried in supcrfloti verbiage. As previously announced in the trade papers there will be 14 prizes awarded totaling $1,000. These cash award will be split up as follows: First prize, $200.00; second prize, $150.00; third prize, $100.00 and the next eleven best suggested campaigns will enrich the entrants by the sum of $50.00 each. Contestants are cautioned to lose no time in setting down ideas for the proposed campaign as the contest closes December 26 and it is hoped that the winners can be named soon after the first of the year. It is well to remember in planning campaigns that nothing but practical, inexpensive ideas will be considered, a it i intended that both the 500-seat house-, a well as the theatre seating ten times that many people will sell the picture to its patrons by the methods suggested in the winning campaign. Topsy and Eva Complete N. Y. Tour for "Uncle Tom" THE return to Los Angeles last Sunday of Virginia Grey and Mena Kay, respectively the "Eva" and "Topsy" of Universal 's screen version of "Uncle Tom's Cabin" brought to a close a strenuous two-weeks' exploitation campaign for the Broadway presentation of the picture at the Central theatre. New York. The personal appearance tour in New York of these two screen players developed into one of the most active campaigns of its kind attempted in connection with a picture engagement. Concentrated efforts along the line of interesting school children in "Uncle Tom's Cabin" and the significant part it played in the Civil War were the highlights of the program carried out by the two diminutive stars. The campaign was directed and executed by Warren W. Lewi-, assistant to Wayne Pierson, roadshow manager tor the tilm. Lewis obtained the co-operation of school authorities and thus wa enabled to appear with his two stars at the morning assemblies of several schools throughout the Manhattan district. The Topsy ami Kva of the picture were introduced following a short talk dealing with the history of •'Fncle Tom's Cabin." its author, Harriet Bceeher Stowe. and anecdotes connected with it influence in crystalizing public opinion on the slAVery question. These appearance before the school children in the assembly halls of the Public Schools reacted most beneficially to motion pictures generally as well as stimulating interest in the shotting at the (Yn tral theatre. The school principals thanked the I'niversal representative and expressed their gratification over the entertaining and impressive manner in which an important historical event was portrayed by mean of the introductory talk. Mr. Lewis and his two charge appeared at two school assemblies each morning, thus reaching a large number of children with their information regarding "L'ncle Tom's Cabin." After the two stars performed for the children they passed through the assemblage and distributed autographed photos of themselves. In addition to their appearances at the schools. Topsy and Kva were daily attractions at the toy department of Stern's department store. The store advertised this attraction in the daily newspaper display-. There were also several radio •appearances" from broadea sting station in the Metropolitan district. On the last day of their stay in New York, hJva and Topsy appeared before a lan.r • representation of youngsters who are tu< nibers of the Brooklyn Kagle's Kiddie-' Club. This event took place in the auditorium of the Eagle, and wa attended by several hundred youngsters. Added to these duties, there were daily appearances at the Central theatre, where they were introduced from the stage preceding the presentation. of the tilm. Mr. Lewi opened his publicity campaign for the pcr>onal appearance tour with their reception at the Crand Central Station by the Station Master, with whom they were photographed. Rufus LeMaire to Stage Two Slum s for ( Capitol Etuftta Le Maire, producer of the recent " Lc Maire 's Affairs." ha been -igned to produce two -peeial -tage pre-entatiom for the Capitol theatre in New York. lye Maire 's fir-t Capitol production, which will be offered some time during .lanuarv. will be a revue to be titled " Ix> Maire 's Minstrels." This number i now in production.