Motion Picture Herald (Jan-Mar 1932)

58 MOTION PICTURE HERALD February 13, 193 2 COSGROVE STEPPING ALONG AT FAST PACE AT SCRANTON THEATRE Excellent campaigns on two pictures and promotion of a number of attractive giveaways were included among recent activities of William J. Cosgrove, manager of the Strand Theatre in Scranton, Pa. For "Platinum Blonde" he tied-up with the proprietress of a beauty shop, who set tip a fully equipped beauty parlor in the lounging room of the theatre. This was installed on opening day and remained there throughout the run of picture. Twenty-five free finger waves were given to ladies attending the matinees, and an equal number to those attending the evening shows during the week. The beauty operators wore "platinum blonde" wigs furnished at no cost to theatre. These wigs were also provided for the cashiers. In addition, the Madame furnished wigs to girls she employed to distribute cards on the streets, the cards carrying cooperative copy about picture and shop. Fifteen inches of advertising, using a three column mat of "Platinum Blonde," were used on three different days and paid for by the beauty shop. All carried cooperative copy. An Attractive Blonde! Another stunt that attracted a lot of attention was the live bally of an attractive blonde young lady in a prominent window location. The art department outlined in heavy black pencil on white cardboard in large letters, copy reading, "The Platinum Blonde" — Strand — Starting Saturday" — The girl was hired to fill in the letters during the busy hours of the day, two days before opening of picture. She was instructed to work slowly so as not to finish before opening. Other stunts included the placing of ten 3' X 18" linoleum mats on street corners and in front of stores with oil-painted copy reading, "Platinum Blonde — Strand — Now." The mats were purchased at a second hand store, and were taken up each evening. Cards with photo of Jean Harlow bearing copy calling attention to that lady's preference for Lucky Strikes were placed in cigar stores, restaurants and at soda fountains, with playdates of picture. A dollar bill gag was also used for a lobby set piece, showing one new bill, one worn and one of the old variety used a couple of years ago. Copy read, 10 To 1 You Can't Pick The Wothless Bill" — and underneath, "But 100 To 1 You'll Enjoy every moment of Platinum Blonde, the Love Story of a Brunette." This display was removed to a drug store during run of picture. Spooky StufF! In connection with his campaign of "Frankenstein" some spooky ballyhoos were arranged. For one a wax figure was borrowed from a department store and a head made similar to Frankenstein's. This was placed on an operating table in a prominent window and during tlie busy hours wheeled around by a matron dressed as a nin-se. The wax figtn-e was covered with a white sheet with only head and hair showing. Signs were placed on this reading, "Frankenstein Will Bring This Monster To Life at the Strand Theatre, .Saturday Morning." Another creepy gag consisted of borrowing a skeleton from a local hospital, placing ( Continued in last column) THE HOST IMPOhTAWT PICTURES HsYi^mr! J^ake Wai/! Here we are . . L,A, Coming to ^ive L.A. its biggest howl of laughter . . . Just a couple of war buddies. .who loved to fight . . . each otherl They call u$ the Sky Devils ...but don't let that scare you ...we're just a couple of swell guysl Making history. . . and every, dame we seel Say we're past mashers of the art! We don't believe in taking the war seriously. .. that's a swell idea for the League of NationsI We blow up both armies..what do we care.. the shells don't cost us nothingl Say^ this old town will rock when we make our landing... And will they love our stuff . . . OhI BoyI Believe us, there's a thousand laughs put in and the war left out Get out those laugh lines... we're on our way. Faithfully yourt . . . Npt to tich other... But to eac/i other's damesi HOGAN and WILKIE "The Sky Dev//s" Tlw pichirc ilut will milt tlw worU Sift (« HiUfily One long paroxysm of mirth... with this laugh cast . . . SPENCER TRACY WILLIAM BOYD ANN DVORAK . . GEORGE COOPER yOLA D'AVRIL . . BILLY BEVAN • td Hu Production PARAMOUNT NEWS BURNS .nd ALLEN "OHI My OP£BATtON"1U V.ldt" Alrlc.n Jun,!,, Ch.iinee, HAINES, J, ....Orj.n Solo UERE'S THE AD THAT STARTED THE '•"SKY DEVILS" ON THEIR MERRY chase for dollars in Los Angeles. If you like the style, keep it handy until you date it in. It can be worked out by any smart manager with mats and a fairly good composing room at his local newspaper. SPARKS DARED LOCAL WOMAN TO SEE FILM IN DARKENED HOUSE The local interest angle was injected in a stunt used to exploit the spookish theme of "Frankenstein" by Robert Sparks, manager of the Arcadia Theatre, Temple, Texas, and it was also tied in with a local charity drive. He advertised for a woman to agree to sit all alone in the darkened theatre at an advance showing of the picture and offered an award to any one who would do it. Eightyfive women made application for the privilege, but it was granted to one who stated that she would donate the award to the Community Chest Fund. As a result of this the local newspaper gave the stunt a twocolumn front-page story. A salient feature of the selling campaign on the above picture has been stress on the squeamish sequences — a dare to the public, in other words. Club members will note that Sparks played up this angle. same in a vacant store window on a white sheet. Green lights played on the skeleton, with card reading, "From Parts of the Dead Frankenstein Created His Monster and Gave It Life— A Life That Knew But One Purpose— Destruction of All Other Lives — See Frankenstein at the Strand Beginning — ." For a walking bally a man was made up to look like the "monster" and walked about the streets in the business section with sign on front and back reading, "I am Looking for My Master, Frankenstein, at the Strand Theatre. This was used Thursday and Friday prior to opening. Other effort included distribution of 2,000 small envelopes containing a candy capsule with imprinted copy reading, "If You Are Afraid To See Frankenstein Now Playing at the Strand Theatre. Take the Capsule in this Envelope ! It will Give You Courage To Face Frankenstein and All of His Mad Horrors ! "Skeleton heads were also borrowed from doctors and placed in special cabinets loaned by a medical equipment supply company. These were placed in vacant store windows with stills and copy reading, "With Skulls Similar To This, Frankenstein Created His Monster — See Frankenstein at the Strand Now." A Good Promoter! Cosgrove's promotional activities included the give-away of a four-piece living room suite ; a five tube baby grand radio ; a new ABC electric washer, value $69.50; a $250 fur coat; two $100 diamond rings, and 50 large dolls valued at $10 each. AH giveaways were promoted at no cost to theatre and handled in the usual fashion. It's easy to see that this Round Tabler took full advantage of the "horror" angle to exploit "Frankenstein" and there can be no doubt that his stunts attracted attention. This picture has been successfully sold along the "dare" angle — in otiier words a challenge to a patrons' ability to sit through a performance. His campaign on "Platinum Blonde" also appears to have been a most comprehensive affair, and so we're passing 1)0th along for the benefit of other members. Further evidence that Cosgrove has been on the job is testified to by his success with the promotion of attractive give-aways, which did their share to build up a most satisfactory gross during t)ie month of December.