Motion Picture Herald (Apr-Jun 1931)

June 2 7, 1931 MOTION PICTURE HERALD 67 Melincoff Busy On Jones Series; Says He Likes Marble Gag The business of selling shows is humming along at a speedy rate up in Lawrence, Mass., according to a glance at a collection of data sent the Club by Max Melincoff, manager of the ■ Warner Theatre in that city. In the array we have in front of us are co-op ads, marble contests, Bobby Jones tie-ups, breaks for Rin-Tin-Tin, red-headed femme gags and what have you. Let's take a look first at the double truck Max secured on his "Giant Month of Shows" which he ran during April, in connection with the two other Warner theatres in Lawrence. Merchants advertising on the two pages used a portion of a star's face as the puzzle gag for the reader. Each one offered articles of merchandise to the winner. May we state right here that Max received plenty of space, on the pages to boost his theatre. Next, let's move along to some Bobby Jones exploitation, something which all live-wire managers are cashing in on these fine golfing days. Max also ran a full co-op ad for sporting goods and other stores to boost the first of the Jones golf picture series. Fifty free tickets were oft'ered for the correct answers to golf terms appearing in the several ads. In addition, a special review was held for the local golf "pros" and newspapermen, and 1,000 letters were mailed out to members of Golf Clubs. The accompanying photos will give you an idea of how an attractive window tie-up and cut-out lobby display can be arranged for this series. As to the above reference on letters, they may be obtained at your exchange. Max thinks the marljle tournament is a great gag in that practically every city in the country is sponsoring a preliminary event of this kind in order to send a representative to the Atlantic City finals. We have before us a full page of text and photos of the boys who will meet at the Warner Theatre to compete tor a cup offered by the management. Announcement of the event at the theatre is contained in the story. A great break from the paper for Max and the only expense was the cup. We're sorry that we cannot reproduce the newspaper photo which shows Ala.x with the cup in his hands. The national fame of RinTin-Tin was put to full use when with Lee Duncan, his trainer, this dog came to Lawrence to take his turn on the Warner stage. We are reproducing a photo which accompanied a full-length two-column story on the history of the dog and his master. RinTin-Tin also stole a special story, with photo, for himself. Further evidence of Melincoff's aggressive tactics are supported Members are asked to be sure that their name and theatre address is written distinctly on the back of all photos, etc. On days when mail is particularly heavy a photo or clipping is apt to become separated from the letter or envelope in which it was mailed, then we have one devil of a time identifying them. Also, if any material or photos are to be returned make certain that such wishes are emphasized. It's no cinch trying to keep over three thousand showmen happy and looking after their mail and material, so here's hoping the boys (and girls) will lend us their usual co-operation. ALL SET FOR THE FIREWORKS? Plans for tying in your theatre with the usual Independence Day celebrations in the town or community ought to be complete by this time. Those who let this go by until the last minute still have time to push their plans through to a successful conclusion. Naturally your theatre front and lobby ought to be decorated to fit the occasion. Flags, bunting, etc., are all necessary and especially so if the merchants on the street are decorating their fronts. Short subjects for the Fourth of July are available from various exchanges and trailer service companies. Displays, lobby frames and regular signs ought to be treated with holiday dress. The National colors should be used throughout. If you are at all active in your community it should be possible for you to swing some portion of the celebration into, or in front of, your theatre. Possibly you will have to revamp your usual schedule in order that the customers can see your show and still witness the fireworks. These are just rough suggestions, but possibly they will call to mind some angle on which you can benefit your theatre for this great holiday. At any rate, don't treat the "Fourth" as just another day. It is one of the outstanding holidays of the year. And then again; in the event of rain you'll pack'em-in in grand and glorious style. by tear sheets he sends on a tie-up with a newspaper for a special showing for newsboys in connection with booking of Rose's Midgets, and a fine break he received of Lew Ayres in "The Iron Man." He also got a three-column head on on the sporting page with a large cut free admittance for local red-heads when he played "Millie." The Warner has also issued a new type of program which carried an interestgetting gag for the advertisers. Through the several ads runs a sentence pertaining to the next week's picture. For the first five correct solutions pairs of tickets are given. The sentence is changed weekly. Well, boys, we'll leave it to you as to whether Max is on the job. We rather think he is and want to thank him for sending the Club all this material. We know his brother showmen will appreciate his tips and hope that he will not forget us in the future. Looks Like Hendry Had The Whole Town Working For Theatre If Ray Hendry continues activities of this sort he'll have to hang a couple of extra shingles in front of his theatre. Bakery, lunch room, etc., are some of the suggestions we would offer if solicited. But kidding aside, we do want you to know how he engineered and handled his merchandising on "Strangers May Kiss" for the Capitol Theatre in Salt Lake City, Utah. And you don't have to take our word entirely, for the fact that the theatre came home to big b. o. returns on the strength of his work. A tie-up with a prominent local bakery netted 60,000 inserts being wrapped in loaves of bread and cake for a week in advance and 10 days current with the showing of the picture. Sandwiches and coffee were served on the mezzanine floor during the run of picture to patrons. These were promoted at no cost to the theatre ; other than displaying a credit card on the mezzanine floor. Two thousand tabloid newspapers playing up the picture in detail including names of cast, theatre, title and playdates were distributed to beauty parlors, harber shops, hotels, restaurants in advance. Also L500 were distributed to people boarding street cars at dinner hours to be read while riding home. Free street car rides were given to Capitol theatre patrons. The inbound street cars passed out a ticket to each passenger entitling him or her to a free ride home provided the card was stamped at the theatre box office. Twenty-five stills were placed in jewelry, ladies' stores and other places on the main street, together with window cards playing ud the title of picture, name of theatre and playdates. Now, we ask you? Is this showselling or are we "nurts"? Any manager who can surround an attraction with as much fine propaganda as Ray did is deserving of commendation any day in the week and we'll bet a new spring hat (our fingers are crossed) that his home office patted him on the back plenty for this one.