Motion Picture News (Jul - Sep 1930)

Motion Picture News September 27, 1930 MANAGE Rf ' ROUND TABLE CLUB ENTER ERNEST EMERLING He's no stranger to the Club as he has been a member for quite some time; but in view of the fact that he has been so busy getting set at the home office of Loew's Incorporated with Oscar Doob, director of publicity and exploitation for the circuit houses, we want to re-introduce Ernest Emerling. Emerling is the editor of "The Loew-Down" circuit organ which is distributed to the various theatres. The paper, made up in tabloid form, contains many helpful hints to the managers and publicity men on the circuit, as well as giving accounts of stunts successfully executed. Many of his friends will remember Emerling as the city manager of the Loew houses in Memphis, Tenn.; and they will doubtless recall the mighty fine showmanship he displayed down there. It is not often that a showman can step out of a job in the field, enter a home office, and fill a position as capably as Emerling is doing. We want to wish him lots of luck on his present position and we have every reason to believe that he will more than turn out work capable of meriting credit in any part of the showman world. Let's have a few of your views on the subject, Ernest! Harry Billings I s Showing Activity At Garrick In Mid-West A street ballyhoo out of the ordinary for his town was used by Harry Billings, manager of the Garrick Theatre in Virginia, Minn., to plug his showing of "Our Blushing Brides." The ballyhoo consisted of a sedan with back of car carrying copy, "lust Married? No! Tust Blushing! On our way to see Joan Crawford in OUR BLUSHING BRIDES— Garrick— Friday ami Saturday." Tin cans and old shoes were tied to the rear of the car and pennants and plumes were used in decorating the front. There was no expense to this ballyhood other than cards as ings used his own ear. had his son act as chauffeur and friends o\ his son occupied the back seat dressed as bride and im. The car was on the streets both days of run of picture which in turn proved an excellent medium in advertising the picture, h he is located in .1 small town, it is certain thai Billiwmanship is not small time. One thing that Ed Crane Ed. Crane Cashed In specializes in at the Fio/ida ineatre in Daytona, Fla., is On Newspaper Space the various t.e-ups that he With Plane Building %££££ pic,ure ,hat '■ A tie-up with one of the newspapers resulted in the newspaper sponsoring a model aeroplane contest. So many youngsters sent in models that when put on display in the lobby, they extended from one end to the other. The aeroplane models were judged by aeroplane experts from the local airport on the last day of snowing of picture. This was purposely arranged in order that the exhibit might be seen throughout run of picture. First prize entitled the contestant to an award ; theatre tickets for second prize and the book, "Dawn Patrol," for third prize. Banners with title of pictures in large letters were placed on the bottom side of wings on local commercial aeroplanes making daily flights over city. These banners were on planes for three days in advance and during run of picture. This proved valuable advertising for the picture and was executed at no cost to the theatre. Another tie-up was arranged with the city buses whereby they placed 10-foot banners on either side of all buses. Thes<:; banners were on the buses throughout run of picture — and t, no cost to the theatre. There were several visiting troops of Boy Scouts in the ci and together with the local Scouts — paraded in a body fron down town over to the Florida Theatre at noon time Monda; the second day of showing — the boys carrying banners reading, "We are on our way to see THE DAWN PATROL now showing at the Florida Theatre." These various angles more than sold the picture for Crane, and as soon as he saw them lining up at the box-office he set to work on laying out his campaign for the next picture, believing that a "He who waits till tomorrow is lost, particularly so if he is buying on margin." Department Stores In Toledo Helped Caldwell Sell Show An interesting tie-up that proved a profitable one was used by Walter Caldwell, manager of the Valentine Theatre in Toledo, Ohio, to sell his showing of "The Flo radora Girl." Caldwell arranged with a local department store, the largest in Toledo, for a window display and the use of three of their employees as models demonstrating the new style bathing suits in the window. A special background for the display was arranged by artists, and in addition to window cards announcing the coming of the production, a number of old-fashioned bathing suits from the production were shown. A contest was staged with the Toledo News-Bee, in connection with the display. In this contest, prizes were offered for the three quaintest and oldest bathing outfits. The prizes offered were three Catalina Swim suits from J. E. Watts & Company of Chicago. To the next 12, the theatre awarded a pair of tickets to see "The Floradora Girl." Although the tie-up was made with a competing department store, another store also gave Caldwell an elaborate window display on the Catalina Swim Suits with appropriate cards calling attention to the engagement. R. W. VAN HOOK Says: "Have looked forward to your section each week and I think it's a great help to the managers of the country and I for one would not be without it. I have gotten quite a number of good tips from reading each and every page and all I can say is ON WITH THE GOOD WORK." Manager, Rialto Theatre, Morrillton, Ark.