Motion Picture Herald (Jan-Mar 1932)

60 MOTION PICTURE HERALD January 2, 1932 HAMPTON USING MENU CARDS AS MEANS OF TRIMMING ADV. COST Restaurant menus are fast supplanting heralds down in Gulfport, Miss., where Robert Hampton manages the Paramount Theatre. The stunt, as worked by this enterprising showman, has been the means of cutting out an item of advertising expense without doing away with its value. A prominent drug store prints the theatre programs daily on the menus. These are distributed daily to offices and stores and placed in cars parked in the business district. The distribution takes place every morning. A restaurant in a hotel also uses the top of their menus to announce name of theatre and title of current picture. Another stunt recently used by Hampton in connection with "Showboat Minstrels" proved to be an excellent means of ballyhooing the attraction. He secured the services of an ex-actor who had formerly worked in blackface and he and another man similarly made-up made the rounds of the streets in the business district during afternoon and evening. Both men carried an old suit case lettered, "We're on our way to the Paramount Theatre to see Showboat Minstrels." A special painted display board was also placed in the lobby and foyer one week prior to playdates. This portrayed handpainted cut-out figures of two negroes, one holding a banjo cut-out and mounted about four inches away from the face of the display, while their supposed shadows were painted on the background of the display board. Title and selling copy were painted on the top of the board, along with stills in cut-out frames covered with colored tinfoil. It would appear that Hampton's changeover from regular heralds to menus might be an excellent move, particularly in localities where extensive use of the herald has allowed this advertising medium to become stale. And then it is not to be overlooked that the tie-ups are taking care of the important items of printing and distribution. We'll be on the lookout for more of this Club member's costless ideas. POSTER ART WORK! DRAWN BY BENTON L. JAMES FANNING CASHED IN WITH A GOOD STUNT FOR FOOTBALL GAME With the co-operation of the sports editor of the local newspaper, John C. Fanning manager of the Capitol Theatre, Brownsville, Texas, pulled a stunt while the football season was still on that resulted in valuable publicity. Before the start of a local game, persons were invited to estimate how many touchdowns would be made ; how many yards would be gained from scrimmage, and the number of first downs. Over 200 answers were received by the newspaper and the sports editor not only gave generous mention to the stunt, but followed through with photos of those who sent in the best estimates. Guest tickets were furnished by the theatre. The above is still another football gag to file away for next season, or to use in connection with some other sport. Right now we can guess that John is in the midst of holiday activities and the Club will be interested to know what he did to make merry over Xmas and New Year's. CLIVE^ BROOK Me scre< SOpWSfK' '24 H01IR5 Well, Benton, your series certainly seems to be stirring up plenty of interest among your brother poster artists. We already have four others contributing and that's a grand tribute to the good work you started. Besides yourself we have, or will, reproduce art work from Herb Simpson, Claude Barnett, Arthur Du Vail and several others. This week's poster is a dignified lobby flash for Clive Brook in "24 Hours." Like the other Benton posters, this one reflects a keen appreciation for the star's drawing power among the so-called, sophisticated class. But, be that as it may, any smart poster artists can reflect the spirit of his own particular clientele by the text and flash of his colors. Where "noise" is essential, the louder colors will produce the desired results. CHOOSES NOT TO RUN! Pointing out that all his available time was taken up acting as president of Associated Theatres, Ltd., a group of some 70 odd theatres in Ontario, Canada, and the matter of looking after business of his own theatre, the Martin, in Oshawa, Ernie Marks recently announced that he will not seek re-election to the office of Mayor of Oshawa for 1932. PADDY NOLAN THANKFUL! Voters for and against him in a local aldermanic campaign and the general public were included in copy in a "Card of Thanks" recently issued by P. J. Nolan, owner of three theatres in Ottawa, Canada. "Paddy," as he is familiarly known, expressed gratitude that he would again be permitted to "run his own business during the coming year." FOURMET USED STAGE COACH AND SINGERS TO SELL 'CISCO KID' An old stage coach, of pioneer day design, was successfully used to provide atmospheric publicity for "Cisco Kid" by Al Fourmet, manager of the Ellanay Theatre in El Paso, Tex. Banners and other copy relating to picture, theatre and playdates were tied to each side of the coach as it was drawn through the streets on the morning of picture opening. On top of the coach was a man dressed in bandit costume, who strummed on a guitar. As the vehicle circulated about the town the "bandit" sang old Spanish songs, which were particularly pleasing to the Spanish quarter. While old time stage coaches are not by any means available to the average theatre, real atmosphere is generally provided by use of same and Fourmet was fortunate to have one at his command. STREET CAR BALLY AND BAND BROUGHT RESULTS TO MILLER For the turn-away audience that saw the opening of "Local Boy Makes Good" at the Kenosha Theatre, in Kenosha, Wis., "Doc" Miller, manager of the house, gives much of the credit to one of his stunts. Miller arranged with the street car company for the use of one of its trolley cars. Covering the sides of the car with banners announcing the picture and engaging a ten-piece band to accompany it, Miller had the car run throughout the city on the day of the opening. For two hours in the afternoon and for an hour preceding the first showing the car was in operation and attracted a lot of attention. The above bally got the comedy away to an excellent start, according to all reports, and the following four days' business was entirelv up to expectations. ROUND TABLE BIOGRAPHIES Born in Russia on June 10, 1906, Ben Griefer immigrated to America at an early age and finally landed in Brooklyn, N. Y. After attending public schools, Stuyvesant High School, and a course in law at Fordham Law School, he entered showbusiness at the age of 19 years — because he had an inclination for the game since early childhood. But one company has claimed his attention since he decided to follow a career in the theatre business — Paramount Publix — and the Rialto Ben Griefer Theatre, Broadway, New York City, was where he first became acquainted with the whys and wherefores of his profession. He founded the house organ known as "Rialtopics" and also devised and staged three annual employees' shows while connected with that house. He has acted as usher, treasurer and assistant manager and this writing finds him at the Paramount Theatre in Brooklyn, N. Y., where he ably assists Robert Weitman with the management of that theatre.