Motion Picture Herald (Jan-Mar 1932)

60 MOTION PICTURE HERALD February 13, 1932 CO-OPERATIVES THAT SOLD! Harry Steam Promoted Five In One Month Thai Gave His Theatre a Splendid Break Not very long ago we informed our readers that Harry D. Stearn was at the helm of the Capitol Theatre, Williamsport, Pa., and had apparently effected a complete understanding with newspaper men and merchants. At this writing it is almost unnecessary to go into further detail regarding this matter; instead we direct your glance to reproductions of newspaper ads on this page engineered by Stearn during the past few weeks. At the bottom of the page are a series of five ads he promoted over the period of one month. Not one of those ads cost the theatre a cent of expense beyond Steam's time to sell them and make up copy. Is that getting away with something like murder in most any degree you want? We ask you ! Just note the breaks for the theatre in all five and then tell us whether it's exaggeration when we state that it's a corking piece of work for any one manager to turn out. Even the boxes devoted to the dealer's or merchant's share of the page were so placed to virtually melt into the general scheme, giving at first glance the effect of an entire ad for theatre. Next, turn your eye to the smaller ad reproduction which is a sarnple of a series of Gift Co-operative ads he promoted through a tie-up with the classified department of the newspaper. These ran all during the month of December, featuring the patron's name gag in several of the ads, and on each page the theatre received valuable free mention. In order to convey an idea of the ground covered by this newspapermerchant-theatre each page carried an average of 65 to 70 box ads of stores featuring a wide variety of Xmas gifts. Many of the pages were illustrated with mats on some current attraction at the theatre. We are also informed that Stearn put over a couple of excellent campaigns on "Frankenstein" and "Sooky" at very small cost to theatre. Above is a small photo of a walking bally he used on the former. This man was six feet ten inches tall and weighed around two hundred and twentyfive pounds. He wore a black mask, blue pair of trousers, a coat with short sleeves and a big pair of boots. His face was greased with white grease paint and black rubbed into his cheeks and forehead to give that hollow look. His hands were also treated with white grease paint, streaked with black. A placard on his back read, "I am looking for Frankenstein at the Capitol Theatre." He walked very slow, paused now and then and gave out printed cards. All the bally cost the house was a few passes. Regarding the cards given out by the walking bally, 30,000 were promoted free from a local printer. In size the cards ran about half size or a little better than half size of a merchant's business card and each carried a variety of catch line copy. The "horror" angle in "Frankenstein" was played up in every possible manner. One week in advance the artist made up twenty signs about two feet high, using three different illustrations. One was a hand, another a foot and the third a head, all carrying copy to effect that these were parts of the Monster built by Frankenstein. The signs were placed in prominent locations in the lobby, foyer and other noticeable spots. Other stunts included the planting of a young girl in the balcony to let out a squeal when an unusually exciting happening was shown ; a classified tie-up ; an attractive front that featured a huge cutout of the monster; use of a big exchange banner; cutout display with green lights in eyes of monster in lobby; twenty displays in vacant stores; window tie-up on book with book store; a 27-foot flash marquee sign, featuring names of players and monster's head lighted by green flood ; window cards in all locations ; announcement over radio; a trailer one week in advance, and stills of Boles and Clive in haberdashery stores. The pictorial twenty-four sheet from the exchange was also put to excellent effect, A cutout was made from the monster, green lights placed in the eyes and wires hooked into light sockets back stage. Prior to trailer going on a special trailer announced : "Warning— Hideous Monster At Large. The patrons of this theatre are warned of the escape of an inhuman monster with the form and strength of a giant man. _ He possesses animal instinct but no brain. This beast is hiding in the vicinity of this theatre. Ready to spring out and kill !" At this point the usher carried the cutout on the stage, eyes lit and a green spot hit it from the booth. Coincident with the making of weird noises by a stage hand, the booth flashed the following trailer: "Beware ! He's in the theatre now 1 Look ! Look! He's here! Right in the corner!" All lights were turned out while the above was going on, lending a mystifying effect to the entire stunt. The regular trailer followed and there was audible comment to effect that people intended to see the attraction when it was presented. IS GIFT SENTIMENT READ EVERYBODY'S GIFT GUIDE . . . . FEATURING Daily Aimrds to Many . . Valuable Pnm From Out Merthanti.. . -FREE TickeU lo The Capilol Theatw . ■ . Will Be Dolribmed By Everybody's Gift Guide SUN-GAZETTE CLASSIFIED Well, that's about all we can tell you about Steam's show selling at this time. Next we'll tell you about a campaign he made on "Sooky." Regarding his co-operative ads, we believe that he put over an outstanding piece of work when he promoted five such striking ads in one short month. We state this not only because of value of accomplishment, but in view of the fact that he has been in Williamsport only for a short time. You will recall that Stearn was last in Pittston. We also believe that his fellow showmen will agree that the "Frankenstein" campaign was a thorough one in every respect and that many of his suggestions will prove helpful to other members. Others will be forthcoming and in the meantime we'll wish this Round Tabler continued success.