Motion Picture Herald (Jul-Sep 1931)

68 MOTION PICTURE HERALD August 22, 1931 Cigarette Tie-Up Plays Strong Part In La Bar's Work A cigarette herald tie-up for "Dishonored" and trick Chaplin cut-outs for "City Lights" played important parts in recent campaigns made on these pictures by F. La Bar, Jr., manager of the Imperial Theatre, Asheville, N. C. The heralds were 3^ by 7 inches in size with a place in the upper left-hand corner to permit the insertion of a cigarette. Copy gave reference to the Fate of a Nation, the Delights of Love and a Puff of Smoke — all being connected in some way in the picture. Also appeared, "As you enjoy the cigarette attached presented to you with the compliments of Miss Dietrich and Chesterfield, reflect on the uncanny happenings which might occur were you smoking the fateful cigarette of "Dishonored." And, of course, the title of picture, theatre, star and playdates were listed. He used two kinds of these heralds. One kind was printed in white with no copy on back. These were distributed in a drugstore to their patrons of both the store and a Dutch kitchen on the second floor. The other kind (those printed in yellow) had Dutch Kitchen copy on back and were given out in the theatre a week in advance. A very charming lady was employed for this purpose, she wearing a mask marked X-27. One thousand heralds were distributed at the drug store and 2,000 at the theatre. The 3M cigarettes were promoted at no cost to the theatre and the drug store paid for the heralds. He also had the lobby and front fixed up in elegant manner, which greatly helped to sell the attraction, especially from passers-by. As to "City Lights," by cutting out Chaplin on the cut-out card, and bending back on dotted lines, these cut-outs would stand up. One thousand of these was scarcely enough as they were in great demand. It seemed that every kid in town wanted one. By this means, La Bar felt sure that he would contact the kids, and when they took them home, naturally their parents would know about the Chaplin picture. In fact, many of the parents came to the theatre asking for these Chaplin cut-out cards for their children. "This Week in Asheville" — a weekly booklet put out by the Chamber of Commerce and distributed to hotels, restaurants, newsstands and other public places — contained important data on the Chaplin picture. The front cover shows a cut of Chaplin with the following inscription underneath, "Silent — But How He Acts ! Imperial all this week." The inside cover was devoted to copy regarding Asheville's Publix Theatres. The booklet was widely distributed on Sunday before the picture's Monday opening. The above combination represents appeal to both adults and children in the respective campaigns, and as they worked nicely for this manager they will undoubtedly serve some other member equally well. Regarding the cut-outs for the kids, the word-ofmouth advertising obtained is always 'way ahead of the small amount of effort needed to effect the desired distribution. What else is doing down your way. La Bar? ROUND TABLE CLUB EMBLEM PIN ! ! ! Use This Blank: Managers' Rouiid Table Club MOTION PICTURE HERALD 1790 Broadway, New York Kindly send me, postpaid, Club pins, for which I enclose payment at $1.00 per pin. Name of Member . Theatre Address City Reverse Method Of Advertising Tried By Hobler; Says O.K. They're trying out a different kind of advertising over in Townsville, Australia, where Victor Hobler manages the Wintergarden Theatre, which, we are informed, caused quite a — stir in his community. For advance exploitation on "Last of the Lone Wolf" he ran a series of readers, some adorned at the bottom with the abbreviation — advt., and others with no mention at all. No allusion to picture theme or cast was made, no slides were screened nor was any billing done prior to the night before the picture opened. Of course the above was a stunt, and the complete reversal of what is geenrally considered a formula for drawing trade to a theatre. We have two of these readers before our eyes. One is headed, "$2,500 Reward," and goes on to state that this amount will be paid to secure information leading to the arrest of one of the greatest safeblowers in existence. A description follows and in the very last sentence the picture title appears in quotes. Then, advt. at bottom. The other is headed, "Safeblowers Active," and is a straight out and out news story to the effect that this criminal had committed a number of daring robberies in Australian communities and was being sought by the police. The public was advised to take extreme care, etc. State . With reference to the latter reader we have no hesitancy in stating that it would never get by the desk of a newspaperman in this country without also carrying the abbreviation, advt., at the bottom, but not being familiar with how this is handled in Australia we cannot state to what extent this leniency can be carried. In other words, it's great if you can get away with it. Matter of this nature could, of course, be carried on a page devoted to amusements, but would still have to be labeled an ad. Well, anyway, Hobler tells us it worked out in great shape for him and he's passing it along. Other activities over his way include a striking lobby display made for the Ambassador Theatre, in Perth, when showing "Silver Horde," a photo of which is shown on this page. It certainly looks good. This house also made a big window tie-up, all kinds of canned fish being offered at special prices. .■ We shall watch with keen interest the activities of Walter Kofeldt at the new Fox-Arlington Theatre, Santa Barbara, Cal., one of the finest West Coast houses that has been re=^==^^=^;====^^= cently opened. He was in Riverside prior to making his present connection and his several years' experience in this industry includes not only theatre management but distribution, etc. When the Arlington was opened last May the morning paper devoted a 16-page section to the event and we note that a spread announced something new in theatre history, "The Fox Hunters Club," to be introduced to the juvenile element. Special progi^Ums will be shown to members of the organization who, in turn, will contribute their part in the way of making posters, writing jingles and stories, sing songs, etc., under the direction of a trained teacher. Each month some kind of a party will take place, combining entertainment and education. There are many Kiddie clubs and kindred organizations in operation in all sections of the country these days and they have done much to develop good will among the youngsters' parents and to boost both juvenile and adult patronage. Kofeldt Planning New Kind Of Club For Fox Arlington