Motion Picture News (Jul - Sep 1930)

M o I i o n P i c lure N e w s September 27 , 19 3 0 MANAcercr kcund table click Oscar Even Tacks U p Announcement On Roof Of Theatre We don't know whether Earle Oscar, manager of the Ritz Theatre in Athens. Alabama, stays awake all night to execute his campaigns, but he must certainly do a lot of ■ "early birding." We are showing a group of photos which will give you some idea of the stunts that he engineered recently. We had a special photo that showed a tie-up he obtained through the cooperation of a local dealer, in which he placed cut-out letters plugging "The Hollywood Revue" in front of the store, together with a machine plugging the theme songs, but unfortunately, this photo did not "take" well and we could not have another cut made in time for this edition. However, we'd like you to know that the letters were visible from some distance away and proved an excellent medium for attracting attention. When Oscar played "Say It With Songs," he used a novel teaser idea in the form of a catch-line, "He's Here Mon. Tues." made of cut-out letters, which he placed on the roof of the Ritz. The idea caught on immediately and the evident interest of the natives could be easily seen, especially since they all stopped to ask Oscar what it meant. He pulled another gag in conjunction with his campaign on "Say It With Songs" that had them sitting up and taking notice, by printing a lot of placards with copy: "Good Morning! Al's At The Ritz Theatre, etc." These placards were placed in the front yards of every one in Athens, with a stick being used to fasten them in the ground. When the natives arose in the morning and opened the front door to get the milk or go to business, they were greeted by the Ritz attraction. The other photo in our lay-out shows the way he plugged various attractions and also you will note that he has quite an original ballyhoo for his Westerns in the form of a wooden horse placed upon a truck which is driven about the town. Perlbcrg's Popularity Is Deserved! (To the lime of "Till We Meet Again") "Smile the while we bid you sad adieu, As the days roll by we'll think of you; Perlberg — you were full of fun, We can't forget the things you've done. Jacksonville will miss your friendly smile, The Ad club says, 'You've got 'em beat a mile' ; So we all bid you good luck, old pal, 'Till we meet again." And that's what Jacksonville, Fla., thinks of Jonas Perlberg, former publicity director of the Florida Theatre in Jacksonville, Fla. ! The above song, written by David Klein, sales manager of a local store, was a musical tribute paid to Perlberg at a farewell party tendered him by local merchants when he announced his transfer to the New York office from which he will be detailed to a Publix house in another section of the country. Half of the well known team of Weiss-Perlberg, Inc., the showmen whose exploits have been often recorded on our pages, Perlberg's mode of working made him many friends in his eighteen months stay in Jacksonville, the contacts affording him opportunities rare in a publicity man's show selling. We are sure that wherever he is stationed he will more than make good ; and we know he is going to continue the showmanship that has characterized his every effort since he has been in the show game. Good luck, Jonas. Harris Enhances Effectiveness O f Trailers At House Another showman who believes in enhancing his trailer presentation by the use of novel effects is Marvin Harris, manager of the Majestic Theatre in East St. Louis, 111. When he played "Shadow of the Law," just before the trailer was to go on, all of the house lights were switched off. A siren and a bell were sounded, red slides were flashed on the screen, and a voice through the horns said : "I'm very sorry to interrupt this performance but a very dangerous criminal serving a life sentence for murder has escaped and is in the vicinity. He is evading the shadow of the law. Here are pictures of him." At the conclusion of the announcement the trailer for "Shadow of the Law" was shot on to the screen. The stunt was a wow. Persons leaving the theatre were talking about it all the way out to the street, and even the next day, with the word-ofmouth comment helping plug the film considerably. We understand that Mr. Harris often turns out novel presentations and if that be the case, we'd like to hear some more from him concerning them. And you might also include your photo and a note about yourself, Marvin. CLUB EraBLiEM PIN!!! IT WILL IDENTIFY YOU AMONG THE WHOLE SHOW WORLD AS A MEMBER OF THIS GREAT ORGANIZATION AND A REAL LIVE -WIRE SHOWMAN! Use This Blank: Managers' Round Table Club 729 Seventh Avenue, New York Kindly send me, postpaid, Club pins, for which I enclose payment at $1.00 per pin. Name of Member, Theatre Address City State