Motion Picture Herald (Jan-Mar 1932)

February 13, 1932 MOTION PICTURE HERALD 59 AWARD OF MERIT WAS BUILDER OF GOOD WILL FOR LAWRENCE WATERS An ai-rangement made with the superintendent of schools for distribution of "Award of Merit" cards among deserving pupils has gone over big as a good will builder for Lawrence Waters, manager of the Capitol Theatre, Newport, Kas. These cards are given out to the five highest grades made in each department and on occasion of the first award the superintendent made a fifteen minute speech before the assembly of pupils. The local paper kicked in with advance stories and also published a list of the winners. The card entitled the holder to one week's amusement (excluding Sunday) or four shows in the month following award. Copy at top of card read : "Award of Merit," followed by — "As a reward for your ability and hard work in your scholastic duties the Capitol Theatre extends the courtesy of one week's amusement, etc." Space was also reserved for name, school, grade, awarded by, and signed by theatre manager and teacher. We also note that Waters used forms of subpoenas and a summons when exploiting "Peach O' Reno" and "Star Witness." In both cases this little gag aided materially at the box office. Award of the merit cards to school children proved a source of much word o' mouth comment among students and families at ver}' small expense to theatre and has been the means of building additional good will. A number of gags somewhat similar to this one have been used to excellent results by many other Round Tablers and so we're passing this one along, with Water's compliments. Maxwell In Spokane! Floyd Maxwell, former managing director of the Paramount Theatre in Portland, Ore., and also in charge of the Rialto and Castle theatres in Vancouver, Wash., is now located in Spokane as head of the new Fox theatre. The change was announced by Robert Frost, Fox-Northwest division manager. EASTER POSSIBILITIES! Despite the fact that business generally falls off just prior to Easter Week, we can cite the activities and preparations of many real showmen, the country over, proving that unlimited angles present themselves which can be tied right in with this "slump" season. You should be well started RIGHT NOW towards Bunny Matinees, Colored Easter Egg Shows, Novelty Matinees and dozens of other corking ideas which tie right in with the spirit of the season and, in almost every case, increase the box office receipts for this usually dull period. The suggestions incorporated above constitute only a few of the money-making ideas which have appeared on the Club pages in the past. Special stories pertaining to Easter activities will be published each week starting next week. Your attention is directed to these articles as a guide in fashioning your own plans for this season of the year. ROUND TABLE BIOGRAPHIES At the age of 23 years Frederick E. Johnson, after completing his education, concluded that the theatre business was a lucrative field and started in to learn the business as an usher in the Metropolitan Theatre, Boston, Mass. From usher he rose to the post of Service Instructor, Class B, graduated to an assistant manager's job at Uphams Corners Strand Theatre, Dorchester, and later acted in a similar capacity at the Paramount ■ 1 . I r II Theatre in New Frederick E. Johnson 1929 he attended the Managers' Training School and, after completing this course, was assigned as assistant at the Strand and State theatres in Portland, Me. He has acted as relief manager at the Maine Theatre, Portland, and at the Greater Boston, and at this time is holding down the job of manager at the Jamaica, Jamaica Plains, Mass. He has never been connected with any other circuit than Publix and has no thought of ever leaving this field unless a much better opportunity arises in another. He is a Mason and a member of the University Club of Boston. KISLINGBURY MADE SPLENDID DISPLAY AND A GOOD TIEUP The campaign made on "Sin of Madelon Claudet" by F. F. Kislingbury, manager of the Paramount Theatre, Plainfield, N. J., included a splendid advance lobby displayshowing Helen Hayes in the evolution of her role; a special preview a week in advance; and a special announcement (personal endorsement by manager) over the theatre's public address system. In addition to the above, Kislingbury effected a tie-up with the Chevrolet Co. which was extremely valuable to him. He allowed the agency to display one of its new cars in the lobby of the Paramount Theatre. In turn, the agency bought 117 inches of advertising space in the Plainfield CourierNezvs. Kislingbury wrote the "Chevrolet ads." However, Chevrolet in three large ads was given only a small box at the very bottom of each ad. Kislingbury prepared the ads with a great deal of care, and they gave every appearance of being theatre ads. KisHngbury proved in this instance that if a stunt of this kind is properly handled by a theatre manager, the free "cooperative" newspaper space can be made to sell many tickets for the theatre ; whereas if stunts of this kind are handled carelessly, as they are by some, such cooperative ads have v'ery little value either for the theatre or the cooperating merchant. ATTENTION SHOWMEN! Here's a chance to show what you can do with a great picture and at the same tinne grab yourself one of the MANY CASH PRIZES for the best all-round campaign on the merchandising of Firemen Save My Child Featuring JOE E. BROWN DO YOU WANT SOME DOUGH? Then get on your thinking cap and start planning your moneymaking campaign for a picture with a thousand and one selling slants; it's a natural for exploitation and ought to get your theatre plenty of extra jack; not forgetting the prize money you stand a good chance of winning yourself. Full Details in Next Week's Issue of Motion Picture Herald BURGUM CONTACTED 25 MERCHANTS WHEN PROMOTING CO-OP AD Twenty-five merchants kicked in to make up a double truck co-operative ad for Dan Burgum, manager of the Paramount Theatre, Greenville, Miss., when he advertised his New Year's Eve Frolic and Stage Show. The theatre ad was set in the center of the spread with merchants' ads on all sides. The theatre portion not only featured the New Year's Show but as well called attention to coming attractions. In order to make the pages more effective readers were offered an opportunity to exercise their ability in the writing of slogans. Awards and guest tickets were offered to authors of the most appropriately worded slogans for various merchants. Neatness and originality were stressed. What could be a sweeter send-off for a show than a good display right in the middle of two full pages of ads and a banner line across the top, we ask you? And the slogan gag injected the interest angle to insure wholesale reading of the many messages sent forth by the merchants. Burgum is apparently on the job with both newspaper and merchants in his town.