Motion Picture Herald (Oct-Dec 1932)

54 MOTION PICTURE HERALD December 17, 1932 DICK KIRSCHBAUM'S LOBBY LAFFS! Here's hoping that several thousand managers have the opportunity of going "nerts" this Christmas for the same reason. We have a faint idea that they will all bear up well under the strain. O'BRIEN USED TRADE REVIEW TO MAKE UP AN AD THAT CLICKED As a pleasing, attractive variation of advertising style, George O'Brien, ownermanager of the Fargo Theatre, DeKalb, 111., took a leaf from producers-distributors book by steaming up his newspaper ad on "Klondike" with a review written by a Herald reporter in Hollywood. He figured wisely that his public knew nothing about the picture and that a showman's review, written exclusively for the trade, would interest and impress the reader. We can't accurately state just what results were obtained through use of this gag because George mailed his information to the Club the day prior to playing the picture ; however, we do know that the paper hadn't been off the press two hours before five people made mention of the novel ad, proving, beyond a doubt, that it attracted attention. Printing excerpts of complimentary reviews of pictures by local reporters is common practice among the trade, but it's a little out of the ordinary for a theatre to feature a review from a trade paper, even though we recall an instance of several years ago when the Capitol Theatre in New York City blew up a flattering review written by a man on the old "News" to offset adverse criticism made by some budding motion picture critics on Metropolitan newspapers. We also recall that it well served to attract thousands of passers-by to the box office, with its attractive presentation in large blow-up type on an easel placed near the entrance. But to get back to O'Brien's idea, which was entirely different in that he wished to impress his public with what a trade reporter thought of a picture that hadn't received any press ballyhoo to speak of. He boiled the Hollywood review down to a point where no damage was done and it made a good looking and impressive insert in his ad. He thinks some other Round Tabler might want to try the gag, when confronted with similar circumstances, so shot it in for us to broadcast. HAPPY NEW YEAR? yvwws^wvvbrvaaz5Hamysw.v^ E TODAY . . ia lit firW dtj ef Um CREATTJ* MOVIE sejjov KJODAY whIeler W^OLSEY JAM .BENNETT 'ff*r — Twoaflaijtit y|H| H VEIL HAMILTON Yes sir, that's just what L. J. Wegener, manager of the Capitol Theatre, Clinton, Iowa, wished his patrons via the above ad when ushering in the first day of "Greater Movie Season" — a Happy New Year of Hits. Premature or otherwise, the catchline caught the eye. Easy Method Bookkeeping System FOR THEATRES (copyrighted) Consisting of: Ledger, Film Invoice Record and Dating Book, covering period of two years. Price Complete, $7.50 Ledger Includes Income Tax Form, summarized so as to place on Government form. Prompt Delivery on Receipt of Cheek Address EASY METHOD LEDGER SYSTEM, Seymour, I nd. MACRIS FOUND THAT BEAUTY CONTEST IS STILL A GOOD STUNT One of those good old fashioned Beauty Contests had Orestes Macris, manager of the Temple Theatre, Wellsville, N. Y., all excited a short time ago, and we don't think he can be blamed for letting off a little steam in connection with direct results at the box office. Everything went off smoothly, merchants, patrons and all other individuals concerned were well satisfied, and a good time was had by all. What more can anyone ask? He followed out the plan of getting the ball a-rolling by going to the proprietor of the leading ladies' wear shop in town, who fell strongly for the scheme. This store furnished five models and Orestes, somewhat a judge of pulchritude on his own, selected five more from local ranks. So that no one would be offended he ran an entry blank in the paper to effect that any lady might enter the contest on the second night, which was a nice piece of diplomacy on the part of Macris. Next he lined up twelve merchants for the promotion of a double truck co-op ad, a copy of which we have before us and would reproduce except for a bad rip. Of course the merchants all tied up with models to represent them at the theatre. Thus far Macris had a healthy beauty contest well under way for the surprisingly small expenditure of $5. His next problem was music, which was eventually provided by the "Temple Serenaders," recruited by Orestes himself and especially named for the occasion. We now have the cost up to $15, which was the total amount of expense for the entertainment. The several models represented the several merchants and the prizes were awarded by a committee consisting of the Mayor, Town Clerk, a leading business man, two bankers and two doctors. The result was two packed houses the first night and two the second night, with about 50 disappointed patrons turned away. Good work, Orestes, and we can see that there's plenty of life in Beauty Contests yet, provided, of course, that they've not been overworked. Glad to hear that you did so well with yours and here's credit for everything you accomplished, co-op ad, general success of show, etc. R. HORNING TIED UP WITH FLORIST FOR A GIVE-AWAY OF ROSES Distribution of 4,000 heralds calling attention to a give-away of flowers was one of the features in the campaign put over on "Smilin' Through"' by R. Hornung, manager of Shea's Theatre, Jamestown, N. Y. The flower tie-up was made with McCrory's, who not only donated 1,000 artificial flowers for patrons but arranged a special "Smilin' Through Flower Show" for the week. The herald mentioned that a beautiful rose would be presented to every lady patron of the theatre. Horning also secured windows in a large department store to feature stills of Norma Shearer ; two beauty shops for display of hair-style stills of Shearer, and effected a tie-up with a music store to plug the song "Smilin' Through."