Motion Picture Herald (Apr-Jun 1931)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

June 2 7, 1931 MOTION PICTURE HERALD 61 A Local Reviewing Stunt Proves Big Draw For Solomon Attraction on the part of the public for writing and seeing their stuff printed in the local daily proved the means of landing a whale of a lot of newspaper space for S. Solomon, ^^^=^==^=^^=^^^^= manager of the State Theatre, Youngstown, Ohio, in connection with a recent showing of "'City Streets." By arrangement with the draniatic editor of the paper it was planned to hold two preview performances whereby readers would be selected to write a review of the picture. All necessary to enter the contest was a letter to the editor, stating why the contestant wished^ to review the picture, age, sex and occupation. For the best 250-word criticism a suitable award would be made at the close of the run. Solomon tells the Club that between 500 and 600 letters were sent in to the newspaper, out of which 200 were selected and mailed card invitations entitling the holder to attend the preview. The names of the selected critics were published at the rate of 50 daily and all letters were attractively displayed in the lobby. Before the start of each of the two special screenings Solomon prefaced the showing with a short talk and immediately after screening the local critics, who were drafted from all walks of life, were invited to discuss the picture with him on the mezzanine floor. Replies ran anywhere from one to nine pages in length and many contained real merit. Many reasons were advanced as to why they wished to write the review, among them being the desire of publicity and a chance to see a show free of charge. As additional ballyhoo for this picture Solomon obtained an old auto from a local dealer and arranged with the traffic chief to park it in front of the theatre after it had been riddled by local police for the try-out of a new 35 calibre cartridge. He received a front page story for this stunt, reporters of both papers attending the event. Other efforts included the showing of special trailers, extensive billing, compo board false fronts using half-life size photos of Sidney and Cooper in illuminated shadow boxes, and other attractive lobby display of stills, etc. It also happened to be health week and Solomon, as a member of the executive committee, arranged to have a local Marathon start and finish in front of the theatre, the event tying in nicely with the display of the bullet-ridden car. All in all, states Solomon, the whole campaign was not an expensive one and returned most gratifying results. Along with this yarn we are reproducing photos of the gangster car and of a nicely arranged Gift Nite display. On the latter policy trailers are run each Nite with appropriate copy setting forth the conditions regulating the awards. Another tie-up made recently by Solomon, which is costing him but little, is the printing of 3,000 ATTENTION, SHOWMEN!! "The publicity and advertising brains of showbusiness have combined to give you a most important discussion on: "WHAT IS THE MOST VALUABLE FORM OF THEATRE ADVERTISING— AND WHY!" This timely series v^^ill start in next week's issue of the Round Table Club section and will include, among the contributors, articles from many outstanding personalities all familiar with our present day problems of building up business via the most effective methods. We would urge every manager in the industry to read these articles throughout the entire series with a view of getting a definite slant on what various forms of advertising are advocated as best for the theatre. Such opinions, especially when expressed by not only the leaders of the advertising forces in exhibition circles, but by practical showmen who are facing, day in and day out, the same situations and conditions that we are all facing, ought to be mighty valuable to those managers who are willing to agree that we must keep pace with the business. shirt front cards for use by a local laundry. The laundry pays for and distributes the cards and the theatre has them printed, naturally getting practically all space on the card for house and film ads. The Club is glad to hear that your Gift Nites are coming along so nicely, S. S., for it has always stressed the importance of institutional selling effort along any legitimate line. It also rejoices in the fact that you cashed in so well with the splendid campaign on "City Streets." It is herewith passed along for the benefit of your brother members. Keep up the good work and let us hear from you often. " Although his town was one of the many communities to be hard hit during the recent business depression, the promotion of "Treasure Chest" nights proved an excellent means to boost attendance and publicize his house, writes Lynn Smith, manager of the Crystal and Rialto theatres, Gonzales, Texas. Merchants are generally easy to approach with this kind of an idea. The gifts set them back, but very little, certainly little when compared with the amount of advertising they receive in connection with distribution of the articles, and it means that they are bringing a customer to their store who will, in all probability, buy something else while there. It has the additional value of perhaps getting the merchant a new customer. As far as the theatre is concerned, as Smith tells us, the nights went over in a big way, the S. R. O. sign being in evidence on the second night. Promotion of this type also is valuable in that it brings the manager in direct contact with the local merchant, thus further cementing profitable business relationship. Smith divides the gifts, all promoted from local merchants, into two nights, Tuesday and Thursdays. There is everything from a shave and a haircut to a cedar chest included in the list on the circular he sends the Club, about 30 items in all, and articles that have a definite appeal. Those who attend on Tuesdays also have an opportunity to participate in the Thursday Treasure Chest. No free passes are given during the week. Some of our Club are no doubt casting about for some kind of a tonic to revive a depressed community, so why not give them a dose of Lynn Smith's medicine? Thanks Lynn for letting us know about this one. Keep in touch with us, won't you? Lynn Smith Fights Trade Depression With Treasure Nite