Motion Picture Herald (Apr-Jun 1931)

62 MOTION PICTURE HERALD June 27, 1931 A FOWL STORY! (Reprinted from Western Edition of "The Last Word.") "Did you ever stop to think that hard times mean nothing to a hen? She just keeps on digging worms and laying eggs, regardless of what is said about conditions. It the ground is hard, she scratches harder. If it's dry, she digs deeper. If she strikes a rock, she works around it. But always she digs up worms and turns them into hardshelled profits as well as tender broilers. Did you ever see a pessimistic hen? Did you ever know of one starving to death waiting for worms to dig themselves to the surface? Did you ever hear one cackle because times were hard? Not on your life. She saves her breath for digging and her cackles for eggs." Falkenhurg Grabs Sports Page Space That Sells Shorts Local interest in two celebrities appearing that week in the Sound News and a "Sportlight" materially aided Francis S. Falkenhurg, assistant manager of the Olympia Theatre, Miami, Fla., to swell the receipts of this house. It happened this way. You see, Tom Mix is a regular winter visitor in this popular southern resort ; likewise, Johnny Weismuller, the famous swimmer. Tom happened to be featured in the Paramount News and Johnny was showing his stuff in a Grantland Rice short, "Sink or Swim.'' What does Falkenhurg do but get his picture taken, flanked on either side by Mix and Weismuller. Then, he crashes the sporting page of the "Miami Herald" for a deep three-column cut with a caption top and bottom. Top read : "Look who's with us at the Olympia Theatre." The bottom caption named the stars, the numbers they were in, and called attention to Falkenhurg and the Olympia. Here's the photo, on this page. Give a look. Good work, F. S. If you keep this kind of work up it won't be long before they'll be dropping the word assistant from your title. M. Phillips Secures Two Cooperatives On 'It Pays To Advertise' M. S. Phillips of the Alhambra Theatre, Charlotte, N. C, worked one of the local newspapers for two co-operative ads that helped immeasurably in publicizing "It Pays to Adver' tise." The first ad was two columns by 15 inches with this caption, "Help Wanted — Male!" A picture of Carol Lombard appeared and alongside of the picture in a box, "It Pays to Advertise In the Charlotte Observer Want Ad Section If You Desire the Right Man for that Opening, says Carol Lombard, blonde charmer of Tt Pays to Advertise' — a romance of modern go-getters at the Alhambra Wednesday and Thursday." The other ad, a 34 inch ad appeared the following day on opening of picture. The copy followed along similar channels as the one that appeared the day before. Both ads were secured at no cost to the theatre other than a few guest tickets, which was quite trivial in comparison to the amount of free space obtained. The outside front of the lobby was covered with upson board on which was pasted newspaper ads from every leading paper in the country. On this was mounted cut-out lettering of title and stars ; also copy panels and stills. All lettering was in flashy colors and since it was against the dead background of newspapers, it provided a very attractive lobby which caused more than the usual amount of favorable comment. Drumbar Works Fine Tie-Up With Radio Broadcast On "Bat" Since this story will serve to introduce a new member from the Publix Circuit we are moix than anxious to get him started on what we hope will be an interesting and active membership career in the Club. In this, his first Club story, he worked a fine tie-up with the local broadcasting station which netted the Paramount Theatre in Abilene, Texas, and the attraction, "The Bat Whispers," some fine breaks over the air. Here is how he worked the gag : Announcements were made well in advance of picture over the local broadcasting station that the Bat Whispers at certain hours. It was also announced that the first 10 persons each day would be given guest tickets to see the picture by correctly sending in the catchline the Bat Whispered. The catchline pertained to sales copy about the picture as well as name of theatre and playdates. Need we say more to this brief description ? Well, now you other showmen can take a crack at the same idea and see if it nets you the same fine results that it brought W. E. Drumbar. Welcome into the Club, "W. E." How about a good follow-up so as to keep your membership ball a-rolling? We'll be looking for it soon, too. Moe Silver Deals Free Show A Blow With A Bosco Club Faced with the problem of getting kids to attend a Saturday matinee at the Warner Bros, theatre here, when the opposition offered them a free show, M. A. Silver, General Manager of the Warner Pacific Coast theatres called upon Mickey McGuire and his Gang from the Larry Darmour studios and they came down to give the San Pedro kiddies a real show. A ten cent admission charge did not keep the kids out and the Warner theatre played to 1180 youngsters compared to 93 who went to the free show the opposition offered. A Bosco club was organized and four kids were picked from the audience to appear with Mickey in his next picture. It was a real livewire stunt and not only got the children but they paid for the show. Proving that it isn't what you charge for a show, it is what you have to offer that counts. In the accompanying photo you will note the large-sized gathering in front of the theatre. It was apparently a sure-fire method of stimulating kiddie attendance. Observe that Mickey McGuire and his gang are sitting on the sidewalk as the center of attraction for a group of local citizens, including theatre officials. A theatre manager — if he works as he should — for any number of hours each day — has little time in which to become acquainted with other co-sufferers of his chosen tribe. The pages of the Round Table Club seem to me to be like a weekly get-together— a sort of a friendly chat with fellows from all over the world. We discuss new angles on exploitation, new phases of publicity, new methods of service — and each week the welcoming of new members into the fold makes us all feel that the Club really means something. As soon as the Herald arrives I hold my Round Table meeting and pass judgment on all of the campaigns in the pages — selecting those which might be an aid to me at some future date. I suppose all of us do the same thing; if you don't it's a damn good idea to start now, because some days we can't think as well as others and it's kinda nice to look through the sheets and find something to use. I guess all of us agree that the Herald is a great magazine. The editorials are swell — the news is real news. But I always look in the back of the magazine first — and you know what's in the back. We think it's the best part of all. HAROLD A. KOPPLIN, Director Advertising, Wometco Theatres, Miami, Fla.