Motion Picture Herald (Apr-Jun 1931)

76 MOTION PICTURE HERALD May 16, 1931 CREAMER'S FINE AD Lucky is the sliownian who can boast of a local newspaper working as well as the press boys in Creamer's town, Muscatine, la. This ad is ample testimony of how Johnny's ads look when a "regular" composing room gets finished with them. And incidently, don't overlook the fine job John made out of creating this ad. It would be a credit to any theatre regardless of the city in which it is located. Send us more, Creamer, we like them. Miller, Plugging His Stage Shows, Gave An Invite to Postmen Through the courtesy of Arthur M. Miller, Fox Wesco manager for San Jose, Cal., all of the letter carriers in the town were invited to witness the show at the California ===^^^=^^== Theatre as guests of the West Coast organizaticn. Miller's idea in inviting the letter carriers was because of the fact that a Fanchon & Marco stage show, "Love Letters Idea," was current at the theatre. Since it is his policy to plug the stage show as well as the feature. Miller figured that this was an ace high opportunity for him to grab off a flock of newspaper publicity and a bunch of good-will for his house. A conference with the postmaster follower and accordingly the transporters and distributors of love letters galore were invited to see how it was done on the stage. They more than enjoyed the show, and none failed to express appreciation of the excellent program that was given. Prior to entering the theatre the mailmen posed for a picture. This picture broke next day in one of the leading papers. And, we'd like all to know. Miller made sure he secured one the day before the party, on the occasion of his visit to the postmaster's office. We are showing this picture here, and if you'll look it over you can pick out Miller, who wears the topcoat. Just another example of what wide-awake showmanship is constituted, sez we. And we are of the opinion that you will agree with us on the statement. Are you, too, taking advantage of every opportunity that presents itself to you and plugging your house at all times? You know it's the best way to keep the box-office humming. NEXT WEEK! THIRD ANNIVERSARY EDITION SHOWMANSHIP FIFTEEN YEARS AGO! . . . we hardly expected so many of the old-timers (in experience, we mean) to spot this new Club feature so soon, but spot it they did and they don't seem to be the slightest bit backwards about telling us so . . . and we're mighty glad they like it too. . . Another good slant is that so many high-pressure boys are discovering their "original" ideas dating back to fifteen and more years ago . . . but maybe the discovery will make them all the more anxious to really create a new and worthwhile bit of merchandising . . . and then again, if they are hep. to all the old ideas they may be able to dress them up in such new clothes that they'll begin to look like they just stepped out of the bandbox . . . but to get back to those fifteen years ago. . . ! The present controversy about the supposed shortage of pictures with kiddie appeal brings to light the fact that the same argument was staged back in 1916 by Harry Graham, manager of the Merrill Theatre in Milwaukee, Wise. . . he too was experiencing trouble in getting somewhere near the supply to meet the demand, so far as Milwaukee was concerned . . . and on the subject of children shows, we also find that Manager Max Allen of tlie Monarch Theatre in Edmonton, Canada, was successfully running shows for youngsters ... so history once more reveals that present problems were just as much problems then as now. . . Mrs. Jane Olney, another progressive showwoman located at the Dreamland Tlieatre in Redding, Cal., won plenty of local good-will when she sponsored and organized a juvenile band of youngsters as a publicity medium for her theatre. . . . H. B. Groves, directing the operation of the Olympic TIteatre in Sioux City, la., distributed laughing masks, properly imprinted, as an exploitation gag for "The Iron Claw". . . . Confronted with a peculiar situation, Manager J. A. Karnes of the Lyric Theatre, Blacksburg, Va., met it in a somewhat novel manner . . it seems that many of his patrons requested a certain picture and the rental for that picture was more than Karnes could afford to pay . . . he made a canvas of the better known people in his community and secured their consent to paying a dollar each to view the picture . . . in this way he was sure of no less than a hundred and fifty of them . . . further subscriptions enabled him to engage the large orchestra needed to play the musicscore for the attraction . . . these subscribtions, plus the regular attendance made it possible for him to present the attraction. . . . Manager Jensen of the Hollywood Theatre in California decided that the ugly empty lot alongside of his theatre could be made useful and erected a large fence, neatly painted and used for the purpose of posting lithographs on his current and coming attractions . . . needless to say it proved a great bet for Jensen's house . . . you know that old line about necessity being the mother of invention . . . seems as though the papas were showmen. . . . Joe Gilday of the Willis Wood Theatre in Kansas City, Mo., built up an unusually large and impressive campaign to sell a new serial (Continued on next page) Wall Tied Up Local University's Class In Advertising As Stunt theatre-going Bostonians. More than 600 students at The advertising class of Boston University was tied-up by Thomas F. Wall, manager of the Modern Theatre in Boston, Mass., and his assistant, Mr. Goldberg, and the tie-up certainly helped to put "It Pays to Advertise" before the Boston University's college of business administration advertising classes attended the showing of the picture on Tuesday night, fourth day of the picture's showing. The students were asked to submit a report to their professor on the salient points in advertising that the picture deals with. Quoting from one of the newspaper write-ups, "This is the first time that any college class has been asked to see a film replete with humor, plot and educational values, as part of their 'homework'." The stunt gave considerable publicity to the theatre and picture not only in the University but also in the homes of the students who attended the classes. Egan Atmospheric Front On "Kismet" Clicks In Calgary More atmosphere from Pete Egan! This time it's a front that he constructed at the Palace Theatre in Calgary, Al' berta, when he was playing "Kismet." =^=^=^=^^^== As is being done lately by Pete, the entire front of the theatre was covered with compoboard, painted in atmospheric style, and set up to dazzle the eye. What do you think of the front? We're showing it here. The entire staff of the theatre was dressed in atmospheric array, too. They appear in the photo, too. Pete, at the Palace, has plenty of space with which to play now, and he more than takes advantage of it to give his theatre a full dress. We've shown you other fronts that were on display at the theatre and we think that you'll agree they had the punch that is always necessary to the showman who wants his display to catch the eye of the pedestrian and sell. Incidentally, we are sure that you'll be glad to know that Pete is fitting into his new assignment just like a glove. It won't be long now before he knows the town right and left. Then you can expect even more along the show-selling line than Pete is now turning out. Right, Pete? Frias Still Active; Doing Good Work At Plaza In El Paso Five specially decorated windows advertised "The Conquering Horde" for Carlos Frias when the film played the Plaza Theatre in El Paso, Texas. ■ Everyone of the five stores co-operating handle "Rodeo Clothes" which are very well known for their Western quality in Texas. The windows contained all kinds of photographs from the picture with special cards in the center containing the title of the picture, theatre and playdates. The windows were fixed artistically by the stores' window trimmers with nothing but Stetson hats, cowboys' outfits and one or two windows added saddles to their display. This co-operative display on the part of the five leading merchants considerably enhanced the selling value of the picture. Frias, incidentally, capitalizes on the work he hands his local tailor, and not so long ago secured a half-page co-operative ad that helped sell "Unfaithful." The ad was paid for by a drycleaning establishment and was laid out by the theatre management. On the left side of the ad was a cut of Ruth Chatterton and forceful sales copy about the picture as well as cast, name of theatre and playdates. At the upper right of this ad was a picture of the theatre's ushers. And dire ctly underneath this picture was copy, "We fee! proud to be able to show El Paso the quality and the careful attention given clothes which are entrusted to us for their smart and clean appearance! Plaza ushers greet you with a. smile of satisfaction, confident in the knowledge that their uniforms are dry cleaned by our latest and most sanitary process. — The Odorless Cleaners." Here's one that you, too, can try if you hand your local tailor enough business and he advertises in the paper. Thanks, Carlos.