Motion Picture Herald (Apr-Jun 1931)

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58 MOTION PICTURE HERALD June 6 , 19 3 1 Nat Silver Gives Haverhill Kiddies Colossal Egg Hunt Nat Silver, manager of the Publix-Colonial theatre, Haverhill, Mass., who admits he has been missing from Club pages for a while, comes through with two corking ^^^i^;^^^^:;;^;:;;;;;;;;^;^^^ pubUcity StUntS which he pUt over ace high in his home town. There may be nothing new in an Easter egg hunt, nor can the appearance of a double truck in the local rag be classed as a new gag of showmanship, but, when an egg hunt assumes the proportions of Silver's and new slants are introduced to the double truck idea — coupled with the fact that it was the first time this particular newspaper ever fell for a like idea, then we know that other Club members will find Silver's efforts most interesting. What an egg hunt ! More than 2,(JUl) Haverill youngster's joined in the festivities and what a time they had! It was Haverill's first egg hunt, and, according to several special stories in the "Haverill Gazette," the whole town looked upon the affair as a gala event. Silver not only secured newspaper co-operation, but enlisted aid from the local Park and Police departments. And now let's see just what damage Silver did to the expense account. From a local drug company he secured 3,000 Easter eggs gratis and a beverage concern donated 10 cases of liquid refreshment for the kids. The entire cost in real money to the house consisted of three prizes for the winners, one of $5 in gold, $2.50 in gold and a new $1 bill. In addition, there were 30 passes handed out for the Colonial and Paramount theatres. Well, Nat, we call that getting away with something worth while at very little cost. Was everybody satisfied? Take a look at the accompanying photo taken by the Gazette's star photographer. At Nat's left stands Haverill's Park Commissioner, and Al Brodie, manager of the Publix-Paramount. Crashing a newspaper with a new advertising-publicity idea is not an easy task, but that's just what Silver accomplished — and how! Two double trucks on "It Pays to Advertise," and you can see for yourself by the reproduced pages that the merchants all fell in line with the idea. Note that the first spread carried box ads asking "Who Is the Dealer" for some advertised brand of merchandise. At the top of the page were run streamer ads of the attraction. At the bottom the message read: "Guest tickets to 'It Pays to Advertise' for correct answers." Five days later the spread was again run with the correct answers. A sure-fire stunt, Nat, and one that is just bound to secure further co-operation from the local paper. Let's have some more, "N. S.," the other members will appreciate it. Trade Board Snubs Ernie Smithies, But He Makes The Party They almost got Ernie Smithies in a corner up in Kingston, Ontario, not so long ago, but the matter boomeranged around, came back and kissed him on both cheeks to the tune of the Merry Cash Register. It's a good little story and we are passing it along to fellow members as Anniversary material. The long-whiskered bugaboo about a theatre taking money out of a town was the thorn in Ernie's flesh a few weeks ago. It seems that the Board of Trade, like all other boards of trade, was about to start some kind of a drive to combat hard times. So it began to make Kingston hum with that well known slogan, "Buy Made-in-Kingston Products and Spend Your Money With Those Who Keep It in the City." It was a great and concerted movement with but one off-note. The board forgot to ask Ernie to the party, which, as he tells us, made him feel as though he was one of those fellows who had sent all the dough out of town. Being made of sterner stuff, Ernie hiked right over to the secretary of the board with a little campaign of his own. He suggested that he could greatly help the organization with its campaign (and at the same time get the theatre some good publicity rather than bad) by using the lobby of the house to display "Made in Kingston Goods." He also suggested that he supply a suitable trailer and show it at every performance during the week. To make a long story short, the board fell for the idea, hook, line and sinker. Following is the copy used for special trailer : TO EVERY LOYAL CITIZEN Demand products manufactured in Kingston. Result: (1) Your dollars do double duty. (2) One hundred more people will be employed. (3) The pay check stays in Kingston. (4) This will help you; it is your business. (5) Will you do your part? Mr. Purchasing Agent, Mr. Employer of labor, and last, but not least, the Housekeeper, spend your dollars in Kingston. Kingston Chamber of Commerce. Not only did Ernie gain the good graces of the local Board of Trade, but through this lobby display (a cut of which we are reproducing) secured daily mention in the Kingston papers, an editorial on his community spirit for permitting use of his screen to promote trade, and he garnered plenty of coin of the realm. "IT PAYS TO ADVERTISE" — 13 ° COLOMAL THE.ATRE '^'"tr.l^^^^^^oc^ "IT PAYS TO ADVERTISE" — COLONIAL THEATRE "BtX FUTUI£ noUAN wuo— 9^ WHO— V['HO— WHO— ttHO— jWHO WHO— WHO— lSTKE.DCAl.ia FOR .^"^^ WHO— WHO— WHO— WHO— WHft— *^ WHO— »H0— WllO— FOB W HO- HOIS mi dLuct m WHO— WIIO— WHO— WHO— Fon WHO— WHO— WHO— w;H^a-^^^ Fo« JAMSury WHO— WIIU— WHO— WIUI— WHO— 1 WHO— WHO— miaen OHO— WHO— WHO— WHO— Boklr trtunlW-g'al Co. WiU>-^^ FOB WHO— WHO— WHO— WHO— WHO— WHO— WHO— WUOi WHO— WHO— WIIO— ^"t^eaus fob «^o— WHO— WHO— WHO— WHO— WHO— WHO— 8— — — WHO— . WHO— WHO— WHO— ^ WHO— WHO— WHO— WHO— WHO— WHO— ft OfJK WHO— WHO— WHO— WHO— WHO— WHO— W 110— WHO— WHO— WHO— WIIO— WHO— ^ . alio— WHO— WHO— WHO— WHO WIIO— WHO— WHO— ^ Guest Tickets to "It Pays to Advertise" for Correct Answers :t£:^*rZ':i£?~.~i^I^^