Motion Picture Herald (Apr-Jun 1931)

66 MOTION PICTURE HERALD June 2 7, 1931 What Time Feature Query Answered The old wail from the public— "wiiat time does the feature go on" — is neatly answered by New Orleans theatremen, who have sold a daily newspaper the idea of running a Theatre Time Table with complete information as to starting time on feature, stage show and newsreel. In this particular box seven houses are listed. It runs in two columns and measures about 4x4 inches, and was the solution of an impractical plan to print like information in theatre ads. The Club suggests that all managers, who have not already put the above idea into effect, lose no time in calling on their local editor in an attempt to sell the same scheme. It should i)e no trouble to convince him that here is reader interest pure and simple. Hat Design Gag Is Effectively Used On 'Illicif By O'Donnell Manager Charles O'Donnell of the Paramount Theatre, Baton Rouge, La., sold a local milinery the idea .of a hat-designing contest which helped considerably in publicizing Barbara Stanwyck in "Illicit." The millinery store offered a $10 hat to the girl or woman submitting the most original hat design ; the Paramount kicked in with guest tickets — a two-weeks and a one-week pass for second and third prize winners. And one guest ticket each to see "Illicit" to the next twenty winners. The ad was a 2 col. x 14 inches showing a head of Miss Stanwyck on which contestants were to design a hat. Beneath appeared copy giving details of the contest, picture, theatre and playdates. And at the bottom was space to be filled in by each contestant as to the decription of the hat and their name and address. The contest evoked a lot of comment even by those who did not strive for a prize. However, the number of contestants was unusually large which attested to the popularity of the contest. And the theatre profited by the wide range of publicity it received. The above is a simple and effective tie-up which can be easily adapted to any number of pictures in which a feminine star is featured. The stunt can be engineered with but slight outlay on part of the theatre and it is bound to have a distinct appeal to women. Note that O'Donnel states the number of contestants was unusually large. Thank you, Charlie, for contributing this one and be sure to keep the Club posted in the future. What's Your Idea of "Perfect Hat?" Draw It and Get Free Bonnet from DALTON'S and State-Times .... By Barbara Stanwyck, star of ■'Illicit,'" which will be the iit the Paramount Easter Sunday Rosenthal Garners Lots Of Free Space On 'Skippy' Contest A well-rounded campaign on "Skippy" netted over 300 inches of free space and ads to Morris Rosenthal, manager of the Capitol Theatre, Wilkesbarre, Pa., and to top it all off during the ■ last part of the effort a dog that Rosenthal was using for a ballyhoo decided to get run over, thereby providing another entirely unexpected two-column yarn. Tie-ups were made with two papers for "Skippy" contests; a store featui'ed that brand of clothes, supporting the move with ads ; store windows were secured ; extensive billing with three sheets and among schools ; a preview showing which netted a "Better Film" endorsement ; an orphans' matinee and special letter to several important organizations urging members to bring along some under-nourished child as his guest ; several thousand personal letters to all school and parent-teachers' associations and considerable other efforts which included the planting of stills in store windows, cut-outs and trailers. We also note that a herald used offered the holder a chance of free admittance to the show. It's easy to see that you were on your toes with this one, Morris, and the Club doesn't doubt for one minute that the excellent returns more than off-set the amount of labor involved. Don't forget to keep the Club posted on what else you are doing down in Wilkesbarre. Russell Rose Sends Club Two Gags That Boosted Attendance It your patrons are interested in telling their fortunes through cards — and a lot of people are that way — try the gag that Russ Rose used when playing "Gentlemen's Fate" at the Strand ~ Theatre, Reading, Pa. It's a card which measures about 10 inches by 7 inches and the face carries a reproduction of a spread-out deck of ordinary playing cards and instructions to pick five cards at random, turn to the back and read your fortune. The advertising was naturally tied-in with the current attraction. These cards can be hand-distributed or folded for mailing. Another little gag that Russ sends along is a small envelope of pay-roll size, face type reading "Today's Best Bet." Inside a small card reads: "Attend the theatre and see in "Don't Bet on Women'." Both of these gags worked out nicely for Russ and we are sure he will give you more detail if you wish to drop him a line care the Strand Theatre, Reading, Pa. Thanks, Russ, and let's hear from you again. Holmberg Solves Matinee Trade By Forming Kid Klub Building up matinee trade through kiddie patronage was a problem which was recently presented to Elmer F. Holmberg, owner and manager of the Pioneer Theatre, Amassa, Mich., ~~ before the idea of forming a Matinee Club came up for consideration. After going into the scheme from all angles a plan was adopted and today the Pioneer has a matinee attendance of which any house of like size might proudly boast. Holmberg, in forming the kiddie club, decided to restrict the age of children members to those between five and thirteen years, all kiddies to be admitted for 10 cents. A membership card is given to each youngster and upon applying for entrance to the club certain information, such as name, address, date of birth, etc., is jotted down and filed. Following is a copy of the letter Holmberg sends out each week to those who have had birthdays: Mr. Joseph Smith, Amasa, Mich. Dear Joseph: It is a pleasure to enclose herewith a complimentary ticket for yourself and two guests which will admit you and your two guests free to the Club Matinee next Sunday afternoon, March 15 in honor of your 7th birthday Wednesday. It is the wish of the Club that you may have many, many more happy birthdays. With kind regards and best wishes, we are Very truly yours, PIONEER MATINEE CLUB. Before starting the program Holmberg gives a short talk to the kiddies through the use of an Ellis microphone. This same "mike" is put to other use, such as talking to the projection room over a circuit which will not go through the speaker back of the screen, and for use with a good, portable radio. But, to get back to the kiddie club — the Pioneer now boasts a membership of 160 children and matinee attendance will average better than 50% Club. Moreover, in some instances the matinee trade will run ahead of night shows. We call this a nice piece of work, E. H., and believe that those among your brother Club members who have not as yet formed a Kiddie Club, will profit by adopting your suggestions. A well developed matinee trade has pulled many a theatre out of a rut and an opportunity of this kind certainly cannot be overlooked these days. Thanks for your contributions and we hope that you will continue to let other members know what you are doing for the Pioneer. We familiarly note that you used to contribute to the Herald under the name of "Pioneer Pete." NOTICE TO MEMBERS PLEASE be sure to notify the Chairman of any change of address. —THANK YOU