Motion Picture Herald (Apr-Jun 1931)

May 9 , 1931 MOTION PICTURE HERALD 67 Hiehle's Style Show Was Success; Scenes Were Very Effective Ed Hiehle staged a Fashion Model Contest before he produced his Spring Fashion Revue. And make believe that it didn't help Ed to grab off a flock of advance publicity. The " girls, six in number, were selected from their photographs, the photos being obtained through a tie-up with a local photographer. And the show itself at the Midland Theatre in Newark, Ohio. Great ! The six winners of the Model Contest were used as mannequins to model, while 20 others were chosen as atmospheric background for the scene which was laid in a Paris Fashion Salon. A local fashion shop provided the garments worn; the shoe store, the footwear ; a florist, flowers ; and a furniture store, the complete stage setting. An orchestra, concealed behind palms, purveyed music from the stage. The stores paid for the advertising and we are showing a bunch of it here so that you can look it over and see how the ads broke in the papers. The show — as would be expected— was a wow and the object of considerable applause from the audience, and when the curtain opened on the Parish Fashion Salon, the ovation was tremendous. Hiehle went after this show with a will. That he would click was assured. You, too, can make as interesting a show. Unless you've already done so, and if such be the case, you are doubtless smiling over the accrued and additional receipts. Ed is. Right? There are merchants in your locality who are waiting for you to approach them with the idea of staging a fashion show. If you have not already made their acquaintance, go meet them at the very first opi portunity that presents itself. It's a sure-fire proposition that will get their attention. And, maybe, there's a very good designer in your town who would like to get in on the show. Let's Get Acquainted! Atmospheric Front Designed For 'Rango' By Weiss And Claar It's too bad we haven't a photo at this time to pass along, but maybe Harry Weiss will dig one up and pass it along to us, so that we can show you how Weiss and the ■ house manager of the Fairfax Theatre in Miami, Fla., Jake Claar, sold "Rango" by means of one of the most novel atmospheric fronts that ever hit the city. Cut-out letters spelling out the title of the picture were spaced to cover the full length of the marquee. These letters reached from the marquee down to the street curb and were a bright red with a black outline. This idea was conceived by Jacob Claar, the house manager. Manager Harry Weiss also had a most interesting jungle display in the lobby to add the proper atmosphere to the picture. The lobby was made up to represent a jungle; it included stuffed animals, wild cats and snakes and alligators. The lobby was filled with palmetto leaves, trees, vines, logs and other things to give it the appearance of a jungle. With summer vacations just around the corner many of our members will be coming to New York for a visit. We hope they will make it a point to come in and see us at Club headquarters so we may become personally acquainted with them. The office is located at 1790 Broadway, corner 58th Street. New York, and if there is anything we can do for the visiting members while they are in New York we hope they will not hesitate to make their wishes known. Arrangements were made last sunmier whereby quite a few of the out-of-town managers visited the outstanding theatres on Times Square and all of them enjoyed these inspections tremendously. Just give us time enough to make the necessary arrangements and we'll see that you are taken care of. Those who are not certain of where they will stop can have their mail addressed care of Club headquarters where office facilities will be at their command. If you want hotel reservations just drop us a line and let us know what you want. Several hotels offer special rates for Club members if arrangements are made through this office. "CHICK" The front of the lobby was done in palmetto leaves with large cut-out letters done in silver metallics with a lot of snappy lines. The box-office also was made over to resemble a grass hut. One of the ballyhoos used by Weiss was that of a monkey riding a tricycle all around town. A sign on the monkey's back played up the picture, theatre and playdates. How about that photo, Harry, and a description of the color scheme so that we can pass it along? Coleman Handles The Publicity For Five Houses In Oklahoma They say that out in Oklahoma City, Okla., there's a showman who keeps the town looking at his work. His name is E. B. Coleman, and he's handling city-wide publicity ===^=^^ for the Cooper-Publix houses in Oklahoma City. He works on the theory that all pictures should be properly publicized, be they of good b. o. repute or poor. He keeps his five houses before the public eye continually, practicing what he preaches. Radio has furnished him with a novel stunt, and for 15 minutes a day on three of the city's broadcasting stations he presents a musical program following which an announcement is made of the shows at the local houses. During the showing of "Check and Double Check," Coleman had advertising tie-ups with more than 100 city merchants and received in excess of 1,000 lines of free newspaper space. To accomplish this stunt, he sponsored an Amos 'n' Andy contest, offering awards to the kids making up most realistically. What a hit it made with the youngsters! Five hundred kids, all blacked up, parade down the street with police escort. We're showing a photo of some of the kids. Alongside this photo can be seen one for the work turned out on "Sea Legs." Here a novel street ballyhoo was adopted in the form of cut-outs of the star in costume. Boys dressed in naval uniforms carried the cut-outs about town, giving to the picture a valuable plug. Incidentally, Coleman is responsible for the first 48 sheets used in Oklahoma City. They plugged Trader Horn. With so progressive a showman as Coleman working out in Oklahoma City, we have an idea that he should be represented often on our pages, and we hope to hear from him soon. What do you say, "E. B."?