Motion Picture Herald (Jan-Mar 1932)

64 MOTION PICTURE HERALD February 13, 1932 PERSONAL ENDORSEMENT AD USED BY GEORGE! ''I Have Seen More Than 3,000 Pictures Since Entering Sliow Business!^^ —Of Ibis number I liave onl^' sUmped mj personal endorsement to four hits At 8 private preview recently it was my privilese to see TIVB ^AK. ,FI\Al-" it left me etnnned at its dynamic drama and power. . I WES attually amaied I knew 1 had just witnessed a masterpiece in picture production. Edward G. Kobinson was nileli|y as a iiardboiled newspaper editor. Id fact, the entire cast contributed their supreme effort to malie "Five Star Final" a truly great epic. . . . I not only personally endorse this picture — but wiU gladly KEFUND ADMISSION TO A.NYONt WHO DOES NOT ENJOY IT. . Yours very truly. DOL'CLAS CEOEGE, Mgr.. Warner's Columbia Theatre. TIVE STAR FINAL" — Fm; DAYS STARTING SUNDAY. OCTOBER 4TH! t. J, Here is an example of the "personal endorsement" acJ recently used to good effect by Douglas George, manager of Warner's Columbia Theatre, Portsmouth, Ohio. Although this type of ad has been mentioned many other times in this department, we are again bringing up the subject for reason that when not overdone it is an excellent means of catching the public eye. Note that George makes a plain, unvarnished statement, boiling down the patron's chance to lose to nothing. Also note in copy that his personal endorsement has been confined to but four pictures over an extended period. We also like the ragged edge effect surrounding the copy, which is in keeping with the atmosphere of this particular picture. As you can see, copy is set in what appears a three-column portion of a newspaper page. George is a well known member of the Round Table Club and this is not by any means the first time we've had occasion to display a sample of his advertising. It has been noted that he never uses the same style over an extended period, invariably breaking in with some new slant to get away from the stereotyped method. ENOCH AND BARRETT WORKING HARD DOWN AT VIRGINIA THEATRE Business may not be up to par down in Parkersburg, West Va., like in many other sections of the country, but general conditions there as regards show-business are not so tough either, due to the enterprise of P. W. Barrett and his able assistant, Bob Enoch. Recently this pair had "Freckles," one of the "Our Gang" boys booked for a personal appearance, and one week in advance Enoch went out and promoted a full page co-op ad. It took some hard plugging to put the page over, but he did it and the stunt went a long way toward producing the excellent results obtained at the box office. We have a tear sheet before us and can testify that the page was not only well made up typographically but gave a fine break to the theatre. A milk concern, tied in with the stlint, furnished distribution of many bottle hangers. Appearance of the young player was also an occasion for getting under way a Kiddie club, with "Freckles" as Honarary President. Membership cards were printed with appropriate copy and a picture of the Our Gang boy, and his signature was affixed to every one. Four days in advance a telegram supposedly coming from "Freckles" to Manager Barrett was reproduced and published in the paper. When the youngster arrived a local auto dealer furnished a car for transportation while he was in the city. A picture of the player and the Mayor, taken in the official car, also received a good break, along with other stories, in the newspaper. The accompanying photo shows a shot taken of the "Gangster," the car and two other gentlemen. Lack of a caption leads us to believe that the latter might be Enoch and Barrett, and as far as we know that's okay. It's been some little time since we've heard what Barrett and Enoch have been doing at the Strand and we're glad to get a line on both of them again. Despite slow business conditions, Enoch certainly produced results on the occasion of the personal appearance. Keep up the good work. Bob, and let's hear from you often. Watch This Angle Managers who contemplate any form of contest, prize competitions or schemes of any kind in connection with which the mails are to be used are advised to ascertain whether such matter is admissable to the mails in view of the fact that the postal laws prohibit the mailing of matter relating to schemes or enterprises for the award of prizes or distribution of money or property by lot or chance, drawings, guessing contests, lucky number contests, etc., and should submit to their local postmaster details and full patriculars of such schemes in order to avoid violation of the lottery laws. WHEELER ORGANIZED MICKEY MOUSE CLUB AND SOLD CO-OP AD Just to let you all know that J. R. Wheeler, city manager of the Palace Theatre, Marion, Ohio, is still carrying on in show-business, we'll present a few facts in reference to a recently formed Mickey Mouse Club and the promotion of a fullpage co-op ad. With assistance from police, firemen and boy scouts. Wheeler opened his Mouse Club a few weeks ago to an assembly of 2,200 "Mice" and there were mighty few folk around Marion who did not know J. R. Wheeler what was going on. A local department store sponsored the move and on opening day the kiddies paraded through the main streets carrying banners with copy stating that "Kline's Mickey Mouse Club was on the way to the Palace Theatre." The campaign was started with an advance teaser on screen and in store three weeks before the first meeting. Children enrolled each day at the store and were given membership buttons. A contact made with the School Board brought permission to give passes to honor students and the local Parents-Teachers' Association issued public approval of the club. A Peppy Opening! At the opening session the kids heard a speech by the department store manager ; had their officers installed ; pledged allegiance to the American flag ; sang "America" ; were led through the Mickey Mouse "Yell" by their cheer leader ; heard a talk on "Safety" by the local Chief of Police, and listened to an address made by the P. T. A. president. The balance of the program was made up of a dance band, dancing school revue, a Mickey Mouse cartoon, with theme song, and the feature picture. The whole stunt did not set the house back one cent. From week to week the store will continue to donate awards for the kids. Wheeler promoted the co-op page on strength of the appearance of "Gene and Glenn," two well known radio personalities in that section of the country. A telephone number gag for guest tickets was featured among the several ads promoted among a variety of local merchants. Names of theatre and attractions were given a splendid break in the top portion of the page. Try 1+ Yourself! We're sure Wheeler's plan of organization for the Mickey Mouse Club will meet with approval from members who are planning a similar move. The gag of getting a chain store outfit to sponsor the club is an excellent one, to our way of thinking, and should do much to help keep interest in the organization alive. Obtaining approval from the school board was another fine move. Regarding the small photo of Wheeler above we are forced to advise that all authorities on ballys for "Frankenstein" turned it down as unfit, and therefore we're using it to let others see what this Round Tabler looks like. Not a bad looking guy, what?