Motion Picture Herald (Jan-Mar 1932)

58 MOTION PICTURE HERALD Keeping Up With The Times! By GUY JONES We are assured that this was an actual happening in a midwest theatre. Whether it is or not is of minor importance. The funny slant is the patron's preference for the cartoon rather than any of the wholesale feature bill being offered. Artist Guy Jones has pictured this one in great style. All those in favor of double, triple or quadruple features will please jump in the river. ROSENBERG PRINTED UNIQUE BOOKLET TO PUSH CURRENT FILM Something a bit out-of-the-ordinary in advertising booklets was used by Jack Rosenberg, manager of the Plaza Theatre, San Diego, Calif., for exploitation of "Blonde Crazy." It clicked for him and so we're passing along a brief description to other Club members. It consisted of two sheets about 4x5 inches, 'doubled so as to make an eight-page booklet. The front cover was captioned "Hello, Hun-n-e-y !" Then a cut of Cagney in bell-hop costume, with caption, "He'd walk a mile for a blonde and back again for another." The next page was headed, "James Cagney — as a bell hop who knows the best Room Numbers." Underneath a cut made from still, showing Cagney and occupant of room standing by table holding bottles, tray, etc. The next page was captioned "He knows his blondes ! If his eyes deceive him his lips can tell — they satisfy !" Underneath, another still cut showing star seated at table in dance scene, with barebacked women all around. Next page was headed "Women Are Going Wild! Jimmy's in town . . . and he's Cur-a-a-az-y for Blondes." Another cut shows two blondes pulling each other's hair. The next page is headed "Help Wanted — Ring for Jimmy, in bell-hop costume with caption. . . . Another cut shows blonde in bathtub, reaching for cake of soap. And so on and so on with two more captions and two more cuts with appropriately worded copy. Glassinc envelopes containing candy kisses with imprinted copy reading "Here's a Kiss for You from James Cagney and Joan Blondell in Blonde Crazy," theatre and playdates, were also used, but we must hand it to the attractive little booklet, distributed in offices and department stores, for bringing forth a lot of favorable comment. It hit the right key at the box office and, of course, that's what counted. We're sorry we cannot reproduce the booklet, but that's out of the question. However, if you wish to get out something a little different in the way of folders we can heartily endorse Rosenberg's. The chief portion of the expense would be in making the necessary cuts from your stock stills, but the finislaed article would, we believe, more than repay for the additional expense. Shoot along some more stuff of this calibre. Jack, and please accept our congratulations for turning out a neat job. LES PATTERSON AND RALPH ALLAN SOUGHT HELP FROM VETERAN Now that a company has revived the "Big Parade" in sound, it may pay Club members to work the same stunt that proved beneficial to Manager Ralph Allan and Les Patterson, of the Mission Theatre, San Jose, Calif. When it was learned that a local member of the Veterans of Foreign Wars had a colorful war record, these two showmen arranged for an interview with him in a local newspaper. Additional activities included a parade of the High School Band, which gave a musical demonstration in front of the theatre ; red flare illumination in front of theatre on night National Guardsmen were guests ; rendition of medley of hits by organist, along with atmospheric slides, and a Big Parade memory test, details of which are lacking at this writing. We judge this had to do with facts pertaining to the original issue of picture. Most every town has its hero of the late war and if he can be induced to grant an interview the stunt ought to lend itself admirably to an occasion such as outlined above. Other activities followed by showmen Allan and Patterson on behalf of this picture are also interesting. January 2, 1932 SHORT SUBJECTS ARE GIVEN GOOD BREAK IN SEATTLE THEATRE AD The boys out in Seattle, Wash., who direct the destinies of the Jensen and Von Herberg theatres are not slighting the short subjects, according to an ad we have before us. On account of it being a twocolor affair, it will not warrant reproduction, but we'll go on record in stating that a whole half page ad is equally divided between a Ken Maynard western and the short program. A Harry Gribbon comedy heads the latter, with mention also given to a Terry-toon, Snapshots and the Newsreel. Like other outfits, this one believes in plugging good short subjects when the occasion so warrants, and we have had many instances to observe that this practice has been favorably reflected at the box-office. Some of the boys out in the J. & V. H. gang have been a little remiss recently concerning contributions to this department. We would like to hear more often from them. NEW MEMBER JIMMY PEPPER SENDS TWO GAGS FROM ALABAMA Along with an application for membership in this Club sent by Jimmy Pepper, manager of the Strand Theatre, Montgomery, Ala., came word of a newspaper gag he recently used which gained a lot of wordof-mouth publicity and only set the house back a matter of six passes. He tied up with one of the local papers for the publishing of photos of Montgomerians who were caught by a reporter in the act of smiling. Three of these, with names, were published each day and a trip to the newspaper plant netted each a pair of passes while the stunt was used. The paper carried a good-sized box in explanation of the offer. We are also publishing a photo of the front Pepper had constructed when showing "Sidewalks of New York." Note that the entrance to lobby is closed with imitation wall-front, with exception of the two doorways headed, "Sidewalk Inn." A cut-out of Keaton, on the loop, was placed between the two doors. That's the spirit, Jimmy, let the rest of the gang know what you are doing. You are starting off with the right foot for a new member and we hope you'll keep up the good work. We see you are well acquainted up at the "Journal" office. Is old man Miller still on the job? Next time you get around to the Advertiser, give Bob Phelps the writer's best regards if he's still around. Tell him the Yank who used to see that paper was hauled on time for his old rag is now behind the keys. You'll have him guessing on this one.