Motion Picture Herald (Apr-Jun 1933)

44 MOTIONPICTUREHERALD DICK KIRSCHBAUM'S LOBBY LAFFS! \-('S6eTTiN6 So Can you blame the old i'ady for thinking that "shorts" are sold in theatres, with lobbies cluttered up these days with all sorts of merchandise. Don Wiersum, of Grand Rapids, Mich., sent this idea in and Cartoonist Dick did the rest. Set the facial expression 6H0RTS IT WIGHT REPORTS FROM YAKIMA VALLEY WITH INTERESTING SLANTS News from Yakima Valley, Wash., is always welcome news when received hy this department, and we are of the opinion showmen agree with us, especially if said information relates to Milt Wight's show selling. A glance through eight pages of a Yakima newspaper discloses that Milt knows his way 'round the editor's office, according to front page, editorial section and other portions devoted to generous plugs on "Movie Month," He modestly admits having stood at the editor's shoulder while that corking editorial took copy form, but what's that? More power to his ability as a salesman ! In fact, the idea was so well sold that the editor personally saw that reprints were made and distributed to every merchant in town. Since cooperative ads had never met with much enthusiasm in Yakima, it was Wight's idea that the campaign would lay a foundation for future tie-ups. We note that Milt also tried out one of those "One Cent" sales, whereby two admissions are given with one regular admission plus one cent, and met with marked success. The stunt was run day and date with another "One Cent" sale advertised by a local drug concern and both theatre and store cooperated with appropriate advertising copy, even to the extent of having a girl in theatre uniform preside over a booth in the drug store to sell tickets. Wight has a scattered and therefore unwieldy territory to cover out of Yakima and perforce utilizes every available medium to obtain productive coverage. In addition to advertising in three weekly newspapers he lifts his ads at opportune times and sends them out through the mails. The whole territory, both urban and rural, is also covered with dodgers rolled up in newspapers from Walla Walla, a city 40 miles distant. Other coverage is obtained by sending out monthly bookings in personal letter form; supplying the local telephone exchange with current programs to answer inquiries from out of town, and employment of a regular staff of boys to make house to house distribution of dodgers, etc. A guest ticket to the show always takes care of a boy and he generally comes to the theatre with another member of the family, consequently turning the deal into a two-for-one. In short, Wight is taking advantage of every possible means to overcome the handicap of limited newspaper circulation in a wide territory and, to all account, appears to be getting on pretty well in the matter of solving his problem. You'll hear again from him in the near future. Waldron's Give-Away! Bill Waldron, manager of the Central Theatre, Newark, N. J., recently engineered a lamp give-away in connection with a theatrical exploitation company in New York City that is reported as a knockout for both theatre and merchant. The storekeepers pay all expenses attached to the deal and the give-away is conducted along usual lines. June 3, 1933 AMIDON IS DOING NICELY WITH HIS LATONIA DISPLAYS We have at hand an interesting little snap-shot of a display made for "Hypnotized" by Elmer Amidon, partner-manager of the Latonia Theatre, Oil City, Pa., and it's too bad the print is too faint to permit reproduction. At any rate, the display featured the faces of Moran and Mack. Circles from the centre out were black, dark purple, lavender, blue, light blue with a background of' turquoise blue. The faces of Moran and Mack were cut from beaverboard and set out about three-quarters of an inch and colored dark grey and black. Bars on the sides from inside out were yellow, orange and red. Moran and Mack lettering was cut out and covered with silver flitter. The title was done in orange and face decorations in yellow shaded with black. The base of the display was covered with silver paper. We hope anyone interested in constructing a similar display will be able to complete the job with aid of the above description. Despite the fact that Amidon hasn't been doing art work all his life he shows real talent in this direction and we'll be on the lookout for further examples of his work. Just one thing, Elmer, send along a larger and sharper print of the next one you pass along. Brother, Can You Spare a Dime? "Just think for a moment — isn't there someone in your circle of friends who, through circumstances hasn't been able to afford a movie in many months ? Someone out of work — who hasn't had a good laugh in a long, long time. And here's another suggestion : adopt a Movie Kiddie ! Some poor tot whose daddie has been out of work. . . . What better use could you make of a few pennies?" . . . The above excerpts and more like them appeared on the back of a postcard sent out on a mailing list by Schine's State Theatre, Cortland, N. Y. Maybe you'd like to try the gag? ROUND TABLE BIOGRAPHIES Robert Menches is another Round Tabler who frankly admits that the show bug bit him in early youth and has since held him firmly in its grip. Bob was born in Canton, Ohio, in the year 1897 and there received his education at St. Bernard's School. At 15 years of age he donned an usher's uniform and , went to work in a ■H^ ^ local theatre. From HHw min^..: this post he was promoted to the doorman's job; then to assistant manager, and so on up to the office of manager. He is at present located at the Liberty Theatre, Akron, Ohio, where he functions as manager and vice-president of the corporation operating the Liberty. Showbusiness still holds the same fascination for Bob as the day he entered it, for he informs the Club that he has no intention of evfer leaving it for another field. Yes, he's married and the father of three children.