Motion Picture Herald (Apr-Jun 1931)

June 2 7. 1931 MOTION PICTURE HERALD 65 Dick Moss Used Club Article To Promote Good Story In Paper You can take a tip from us that there's no grass growing under the feet of Richard L. Moss, manager of the Orange Theatre, Orange, Calif. Dick is not only a live-wire manager and active member of the Club. but he's a speed artist when it comes to capitalizing on ideas. Listen to this one. Not only does Dick use and contribute to Club pages, but he uses them to crash his local newspaper for a story. Some other members may want to try out his idea, so we're passing it along. Right now. Not long ago Dick sent the Club an article stressing the value of newspaper advertising. He nicely set forth points to prove his contention that in addition to being the most valuable medium, a newspaper could be made the most valuable ally theatre could ever hope to have. Need we mention that the article was published ? So when Dick received his copy of the Herald containing his contribution to the Club what does he do but drop around and lay it on his local editor's desk. A natural, of course. As the result, Richard L. received a very nice break in the way of a story and reprint of his article. Fast work, Dick, and good work. We also note that the story mentions the Herald as "that popular movie magazine." Thanks for that, and thanks for bringing it to our attention. Dick also sends along samples of a nicely gotten up program and newsette of the Orange Theatre, both prosperous looking from a standpoint of advertising. The newsette is used to plug the house and coming attractions. Glad to hear from you, Dick. Let us know what else you are doing out in Orange in the way of selling shows. Hesse Uses Trailer To Good Advantage On "Dracula" Film Do you want to inject something real novel into your trailers? Then lend us a willing ear while we tell you about Johnny Hesse of the York Theatre in Athol. Mass. ■ Johnny worked some special effects with the trailer that certainly enhanced the selling value of "Dracula." Here is how he handled it : The trailer was first rearranged so as to create the proper effect — a stronger weirdness as it continued. At about the middle of the trailer where title read, "Out of the night came Dracula," the curtain was closed upon which followed a loud report of a photographer's flashlight from the right side of the orchestra pit. At the same time as the flash, the booth picked up "Dracula" in the reel with a green spot. Lights over the entire house were blinked on and off. Then, Dracula, dressed in a black cape and black hat, quickly ran across the front of the theatre in a crouched position and pausing at intervals. Then made exit to the side door leading to stage. Just before making exit, Dracula made an outburst with snickering laughter and said : "It's Dracula." Lnmediately the screen followed with the trailer. It concluded with scene showing girl emerging from coffin. Let this one sink in real deep, boys, because you can add a lot of spruce to your trailer presentation and at the same time inject much interest in a coming attraction by the use of a little gag like this, plus a bit of the imagination. Send us along more of your stuff, Hesse. We like your style. And we'll bet your b. o. likes it, too. HISTORY OF "CITY LIGHTS" DISPLAYED! Manager E. Robbins and Publicity Director W. Merkle of the Plymouth Theatre, Worcester, Mass., used the above window display when playing "City Lights." The tie-up was made with the Consolidated Electric Co., and shows progress of city street lighting. THE "GET-ACQUAINTED" PLUG! When we ran the story about Hugh Borland's "Get-Acquainted Month Campaign" in our Anniversary Issue we meant it as a tribute to his fine showmanship and also as a guide to other live-wires who might possibly be in need of a similar business stimulator. You no doubt recall that story, and, as a matter of fact, we've had it mentioned in dozens of letters received at Club headquarters ever since the story first appeared. And Borland also knows that we ran that story because he's been swamped with letters himself asking for more "dope" on that great campaign as well as copies of the various pieces of printed matter used in connection with it. The broadside plug used in Chicago was one of the most important parts of his layout and he is now down to his last copy which he is anxious to keep for his files, so we'll take the one he sent us and reproduce it here as a guide for those who are still after him for copies. This "plugger" measures approximately nine by twelve, was printed on a thin pink stock (as used by him). Printing was in black type. Do not judge this broadside too harshly if the type matter appears too crowded on this cut. Remember it is reduced in size and therefore the amount of copy used is slightly exaggerated. REMEMBER —MARCH— Here's The New Idea ARMITAGE'S GETACQUAINTED —MONTH— What Is the Meaning of ARMITAGE-Get-Acquainted Month? JUST THIS! That We Desire to Have the People in the Neighborhood Become Better Acquainted with the ARMITAGE THEATRE and the Saving Possibilities that you May Derive from Acquiring the ARMITAGE HABIT Here's Where You Come in, Folks, on This New Idea Get the ARMITAGE HABIT and become an ARMITAGE BOOSTER for sifter aH what neighborhood theatre can equal our entertainment for the small admission charge. Your pleasure is our bu.ine«8. We give you only the finest productions from all the leading producers. WHEN YOUR FRIENDS VISIT YOU TAKE THEM TO THE ARMITAGE FOR AN ENJOYABLE EVENING AND LET THEM SEE WHAT A BEAUTIFUL THEATRE YOUR NEIGHBORHOOD HAS. Why seek your entertainment elsewhere? No other theatre can give you better entertainment. The reverse side of the above was made up so that when folded, it carried the lead-off for the announcement and helped create the necessary interest so that those who received one would read the inside. The portion devoted to the back itself, carried more institutional copy and several ads of the merchants who were participating in the campaign. We hope this reproduction will help relieve the pressure on poor Hugh but from past experiences we know he's a real sport as well as a good showman and would go out of his way to help a brother member. Accept our thanks Borland and lots of luck. Lawrence's Latest Good Will Stunt Is One To Boast About A corking connnunity tie-up was recently put over by Sid Lawrence, manager of the Palace Theatre, Lockport, N. Y.. whereby another strong spike was driven towards building ad• ditional good will for his theatre. When we tell you that the work netted the beneficiaries a worthwhile amount vvhich neatly covered the objective and that it put $1,000 more in real cash in the Palace box office, then we think you'll give a cheer for Sid. The problem of raising funds to defray expenses of a group of High School musicians who wished to compete in a State-wide contest in Syracuse inspired Lawrence to lend his assistance. For a whole week he agreed to co-operate with the band members in a drive for funds, they to boost the sale of theatre tickets and he to turn over 25% of the entire proceeds to the fund. The newspapers gave the affair whole-hearted support and urged Lockportians to stand behind the drive. In addition to two strong attractions at the Palace, a local band of eighty talented musicians and artists contributed their part to the show. At the close of the week $564 was turned over to the fund, enabling the band to represent Lockport at the meet. We call that a fine piece of work, Sid, and there can be no question of the vast amount of good resulting from a move of this kind. By the way, in connection with a showing of "Illicit," Sid used a parking card which read: "It is 'Illicit' to Park More Than 60 Minutes Here. But You Can Park Across From the Rialto Theatre to See 'Illicit'." The other side read : "Ten Years From Now You'll Be Talking About the 7'icture the Rialtn Is Showing ."