Motion Picture Herald (Apr-Jun 1931)

fi/1 3 y 16. 1931 MOTION PICTURE HERALU 77 |/ Weiss Continues ^ "burning Out Showit jjtanship In Bristol Al Weiss is batting them out at the Cameo Theatre in Bristol, Conn., and, from all indications, doing a good job of it. We are passing along some of his work so that you can look it over and perhaps use some of it in your own town. I For "East Lynne," Al made up a special four-page newspaper, lentical in style with a regular newspaper, and tabbed it 'jCanieo Theatre News." It contained stories and pictures on }ie film and was well made up. They went over big when disributed about the town. Weiss' next was a herald on "Body and Soul." He headed off iiis copy with "Are You Interested in Your Body and Soul?" The two inner pages carried a cut and catchy copy of the picfure. The last page of the herald was devoted to a listing of ihe "Spring Festival of Hits," which was announced for future ' howings. I On "Scandal Sheet," he used a trick that many showmen make iise of: the capsule gag. In a capsule he placed a herald asking: 'AVould You Print a Story About a Beautiful, but Faithless Woman If She Were Your Wife?" (Then was listed the star and the picture.) These stunts are but a few of the ones Weiss is pulling at Bristol, but we are passing them along in order that you can see he is still on the go and hitting them out just the way he -Jdid when he was in Jacksonville, Fla., selling shows. Oke, Al. 1 Keep it up, and remember we are always glad to hear from you. \]Here's Some Shining Work On^'City Lights" Credit Russell Bovim Some more of Russell Bovim's activities while at the Loew's Theatre in Canton, O., is here presented. And we think that when you get through looking over his work you'll agree with us that "City Lights" was given some pretty ' classy ballyhooing to apprise the residents and theatre-goers of II Canton that the Chaplin film was on view. In the upper left-hand corner of the group of photos we are showing can be seen a corking stunt — a tie-up with a haberdashery shop. Now don't get us wrong and think we are going into a rave over a tie-up. It's this: the first time that this exclusive shop ever has been tied-up was when Bovim did it on "City Lights." The dealer donated the entire window to a display on Chaplin. Look the display over and see how cleverly it is arranged. Two life-size cut-outs of the shuffling comedian were placed on either side of the window. The center of the window contained a miniature 24-sheet board. Stills and small cut-outs helped to further enhance the window's effectiveness. The upper right photo shows a sign painted on a couple of windows to plug the picture. The sign drew plenty of attention. In the lower left photo is seen a street ballyhoo that drew lots of laughs for pedestrians, but also threw the local cops into a panic. They were afraid the cow would get loose and cut-up about the town. Fortunately, nothing of the sort happened. And "City Lights" went over ace high. The last photo of our group depicts a novel ballyhoo for "Parlor, Bedroom and Bath." Cross sections of an apartment were built and placed on a truck. A boy sat in the tub; a dummy reposed in the bed; and a boy sat in the parlor reading the paper. The ballyhoo commanded attention wherever it was on display. And it was on display in the city and in the suburbs. Oke, Russell ! We're always glad to see your work and to pass it along because there is bound to be some points of value and interest to the readers and members of the Managers' Round Table Club. Let's have some more. 15 YEARS AGO! (Continued) to his community . . . which is good common sense in any spot, anytime . . . if the serial is worth playing it's worth plugging and that is just what Gilday proceeded to do . . . and here is another well-known personality of today whose activities fifteen years ago was of much interest in his own part of the country . . . we have reference to Fred Wehrenberg, then operating the Best Theatre in St. Louis who started to give away souvenirs for Easter at his theatre . . . George Van Alstyne of the New Glove Theatre in Gloversville, N. Y., started a most interesting and serviceable looking house organ to take care of their ever increasing mailing list . . . maybe we'll be able to start reproducing some of those old programs for comparison with those of today . . . it ought to prove interesting. . . . Manager Grampp, handling the Orpheum Theatre of Rockford, 111., gave his patrons something different when he presented a ten reel attraction, "The Ne'er Do Well" at advanced prices . . . and what's more he packed them in during the run of the picture . . . how did he accomplish this? . . . well, if you must know . . . he gave the picture a tine advertising campaign which clicked on all cyclinders . . . as witness the results . . . that's what counts. . . . Robert Thompson, running a theatre in a mighty small town . . . 500 people to be exact . . . worked out a co-operative arrangement with his local school authorities which paid big dividends in b. o. receipts for his theatre located in Lawson, Mo. . . . here is how he handled it: . . . finding that the principal and superintendent wanted suitable subjects for school children, he got together with them and helped in the suggestions and selection of certain pictures . . . the results was that it was announced in school every week and the show held at Thompson's Theatre to capacity . . . besides the fine receipts at a small admission, his theatre soon became household word in the community. . . . W. H. Lediaus, operating the Empress Theatre in Omaha, Neb., decided that the latest Chaplin release, "The Floorwalker" was worthy of a special campaign and proceeded to buy up many extra stands for billboards in and around Omaha . . . in addition he surrounded the advance material with a sort of circus flavor and soon had the whole town talking about the picture . . . and, as to be expected, business was SRO for the engagement. James L. Weed, manager of Keith's Theatre in Indianapolis, Ind., cooperated with the local educational authorities and gained much extra publicity and business for his theatre in connection with a Junior Motion Picture body . . . activities of this nature was just as valuable then as they are today and it is no wonder that much progress was made with various welfare organizations in sponsoring and approving different pictures for public exhibition especially where the juvenile population are concerned. . . . Oh well . . . our fingers are getting tired of tapping out these little tidbits for this week's contribution to your education on what showmanship consisted of fifteen years ago, so we'll take leave until next week. . . . Hi Ho . . . signing off. . . . ^^The showman's Calenda AN EXCLUSIVE CLUB FEATURE Check up on these dates each week and see how you can turn them into "money dates" for your theatre. Each new month offers new days of untold opportunities. May 21st May 23rd May 24th May 24th May 24th May 28th May 29th May 29th May 30th June 1st to 8th June 1st June 1st June 1st June 2nd June 3rd June 3rd June 3rd June 5th June 6th June 6th June 8th June 9th June 10th MAY Lindbergh's Non-Stop Flight to Paris (1927) South Carolina admitted to Union (1788) First telegraph message sent (1844) Brooklyn Bridge opened (1883) Empire Day (Canada, Bermuda) Yanks' first victory at Cantigny (1918) Ascension Day Wisconsin admitted to Union (1848) Memorial Day JUNE Swimming Week Two cent postage stamp established between U. S. & Great Britain (1908) Kentucky Admitted to Union (1792) Tennessee Admitted to Union (1796) 1st steam vessel arrived in Boston from England (1793) Confederate Memorial Day (Tenn.) King's Birthday (Canada) Jefferson Davis' Birthday (1808) 1st Public Balloon Ascension in France by Montgolfier Bros. (1783) Nathan Hale's Birthday (1756) American Marines' Victory at Belleau Wood (1918) Battle of New Orleans (1815) John Howard Payne's Birthday (1791) (Author of Home Sweet Home) Franklin drew lightning from clouds (1752) Can you tie any of the above events into your theatres activities? And don't overlook the many local events that are constantly turning up right in your own town, county or state. Keep an eye on ^^The Showman^s Calendar^* Sop an advance tip on Suture holidays and events.