Motion Picture Herald (Apr-Jun 1931)

64 MOTION PICTURE HERALD May 9 , 19 3 1 Injecting Local Slants! Recently some unusually fine examples of newspaper advertising has been received at Club headquarters, especially those ads carrying a local slant. Showmen of wide experience well know the value of local appeal into any of their activities, chiefly the newspaper advertising, therefore those who have never given this idea any particular thought would do well to profit by the experience of their brother-members. Securing indorsements for certain pictures from various ladies' organizations, church leaders, civic authorities, etc., also represent good material for your advertising. If they have something real good to say about your attraction, quote them (with their permission, of course). Another slant along the lines of local appeal is the use of the town's name in your scare heads. "Fresco Goes Wild Over ," "Middletown Is Still Laughing at ," "The Production That Norwich Has Been waiting For!" All these are just suggestions, but they have clicked for many a theatre. Why not try it yourself once in a while. Another good angle, but one which must be reserved for only certain pictures, and then they must be well worth the tribute, is the personal endorsement of the manager. We have reproduced many along those lines, and if your opinion stand for anything in your community you might try it on the next attraction that needs such plugging. Whichever way you inject local slants into your theatre's advertising and other activities, you may rest assured that it will be good dope. Crying Towels Aided Phillips In Selling Of Comedy Attraction The tears on the faces of Chattanoogans recently were not there because of depression, but because they laughed so hard at the gag Ralph Phillips used to sell "Parlor, Bedi =^ room and Bath" at the State Theatre in the Tennessee City. In every billiard parlor, washroom and in the schools Phillips placed paper towels imprinted with copy: "This Is a Crying Towel, for You'll Laugh Until You Cry When You See This Hilarious Fun Farce (picture, playdates, theatre). They certainly made a big hit. Not so long ago Phillips had a stunt in the local newspaper that went over to excellent result. He was playing at the time "It Pays to Advertise," and as a special stunt he promoted a bunch of co-operative ads in the local newspaper. "The ad was headed with the title of the picture. The picture was also carried again in the center of the large ad, which was almost a full page in size. Eleven boxed ads were carried and in each box •nothing was placed but the slogan of a Chattanooga firm and jthe name and address space of the merchants. These spaces were to be filled in by the participants in the contest. The gag went over to marvelous results and showed Phillips that a tremendous reader interest is taken in the paper. ; Every once in a while, perhaps twice a month, Phillips gives out student tickets as a good-will boost. The tickets admit students to the house at a reduced rate and are more than appreciated by the school attendants. Oke, Ralph ! We are glad to note that you are still selling them with your showmanship in Chattanooga, and we hope that we'll see some more of your work so that we can pass it along. Oke? Johnny Jones Gets Free Space In His Local Papers Often Acting upon a suggestion set forth in his circuit manual, Johnny Jones, manager of the Saenger Theatre in Pensacola, Fla., managed to grab off a bit of newspaper publicity for his =^^=^=^^^^^^== house that proved of value. A 2-column x 6-inch cut of Powell appeared in the paper; this cut showing Powell in his heyday when he was just a struggling young player in a small town stock company. Copy underneath the picture (3 inches deep) set forth information about the picture and how one could win guest tickets to see the picture by identifying this present popular screen star. The story went on to say that he was suave, debonair, a faultless dresser, his sophisticated air of non-chalance dominates any group with which he may be thrown and that Kay Francis appeared with him in his last picture. Three awards were given. The main feature of this contest was the amount of space received in the newspaper at no cost to the theatre. Listen, Johnny, we'd like to hear some more from you, as we understand you're doing some good work down in Pensacola. What do you say about keeping us posted? "Managers' Memory Mem Memory Memoranda oranda ' is the title bestowed n ir J n J? upon this latest contribution a tXCellent Keterence from Sidney Smith, manager \ Aid To Sell Features ?/. J^e American Theatre in Pittston, Pa. And we thmk ■=^^^=^=^== that if you'll take time enough weekly to prepare and fill out j a sheet such as we are showing you'll find it more than an aid to you in your buying, booking and selling of pictures. The cut we are showing was made from a typewritten sheet, but if you think you can spare the price, it would be well for « you to have printed a number of pads, and so eliminate loss of time in typing out the various items on each new show. The cast of the picture is clipped from the press book and pasted on the memoranda sheet. ySAIUHg noting CaraTans PAHS »8l!.2S-27-2a BATIgO ATora^ Buaineaa iOSCraSS THBTO C A 3 I SAET COOPZB lILT BAMITA TBED KOHLIE imXT «aB^>M, lQ£«no Palletto Eoy 6t6tf8rt HAKAOgB'3 MBKOar MPiOaABDA HBUSHAL OPPOSITIOH m Bits: B.C. Church aorrlcai • L«nt ... BaolEBt Ball; Local Annory (1000) liay Boley " Janes Farle/ " Janes Uarcus " Ere Southern " Donald U^cSentle ^ Sid 3a7lor " E. Allyn Warren " Traok Oaoipoaa " Charles Winnineer" Frank Eagney " Clint Belnet felico Bill Jackson Lee Mur^locl: ITlB Bridger Seth Conch Sane Aooa The Blacksmith Taith 0ns Cterlie Barlow Jeff Uoffitt Uarshall The Benegade STOHT Pictorlied lane Grey Horel: Cooper scouts supply train across country: Dislikes Lily Dandta at first falls for her later: Indian fi^t late in picture, AODiarot EIACTIOH Ci7ided. Liked by halcony and kids. Kids complained fight too late. OOTgrASDISO PIKfOBMASCIS Ernest I'orrence Tully Marshall. SaTed picture from heing a7era^ Western. Bot enuf for Eamita to help future pioture. XHFSHIOa OH ms.CAST PSBgOaUAliCgS: ^ooe. DIEBCTOa Otto Brewer Frod Burton PHOTOORAPHT Lee Oanaes: jar ronms sales taloe Bon 3H0HTS TITLE Taken for a Eldo ylAfl Kraxy Eat WOHTH fUTOBE MEUTIOH 1 jsciAL caamn (rorerae side for trade roTiewe-bthers) That this stunt is valuable goes without saying. We won't say anything more about the gag right now, except to tell you that it has done immeasurable good to Smith and the products he plays at his house. Figure it out: a tabulation of highlights and weak spots in a picture ; the reception accorded a star ; the reception accorded a story; the type of story best suited for the house; minor players who made hits. What more can you ask for? You've got a handbook of advertising points right at your fingertips. STEIN'S HOOSIERGRAM! Out in the Indiana division of Warner Theatres, Lawrence Stein has a "meaty" little division organ called "The Hoosiergram," and through which he calls attention to many items of interest in that group of theatres. Among the topics discussed in this fine little mimeographed newsette are Exploitation, institutional material, special campaigns, personalities, publicity and circuit gossip. There is something intimate about this little division paper, both in make-up and style, and we feel certain that every manager in the outfit looks forward to it each week. The division takes in the following houses : Jefferson, Goshen ; Hoosier, Whiting ; Parthenon & Orpheum, Hammond; Warner & Bucklen, Elkhart, and Indiana & American, Indiana Harbor. We'd like to broadcast some of the manager's activities in this W. B. division and maybe Stein will undertake to send us the necessary dope. What do you say, Larry?