Motion Picture Herald (Apr-Jun 1933)

June 3, 1933 CAMERA DISCLOSES REASON WHY LOUIS ORLOVE IS POPULAR • The secret of Louis (Eagle) Orlove's success as a showman par excellence is at last brought to light ! No need to keep you all in suspense any longer. Step up close, fellow Round Tablers, and take a good look at the accompanying photo. This may be the reason why they all raise cain when any move is made to take the Eagle to another nest; that may be the secret of his success when promoting cooperative deals between merchant and theatre; that may be the reason why they all follow him around and smilingly give him the glad hand. Incidentally, and getting away for the nonce from Orlove's mesmerizing methods of showmanship, let us comment on this particular tear sheet, which was taken from his neighborhood newspaper. It was an "extra" and carried the head: "Mitchell St. Men Declare War on Depression." The head of the main bank stated that the association demanded the immediate serving of beer. What is of particular interest, however. At the Right: Louie Himself is the style of make-up and its possibilities for the promotion of some similar idea in other neighborhoods and cities. The page carried from a dozen to 15 photos of neighborhood merchants, all wise-crackingly captioned and with brief statements of who was who and why. There may be the makings of a swell trade boosting stunt in this idea. If it appeals to any of our members, make a note of it and the next time you make the rounds among merchants and your newspaper friends, sound it out ; and if it works out to your advantage, thank Orlove. A Gold-Digging Pressbook! Charlie Einfeld's department in the Warner home office. New York City, has again come through with a remarkably fine pressbook, to our way of thinking. This time it's "Gold Diggers of 1933," and when you have the opportunity to glance through the wealth of fine material it contains, take note of the numerous lobby accessories such as life-size standees; the giant lobby set piece; valance and burgees ; streamer cutouts spelling the title; special 27x64 displays; striking roto art, and excellent publicity yarns. The exploitation and advertising sections are also particularly well done. Credit Ed Selzer and Stan Shuford for their share of the work. ROUND TABLE CLUB FROM ALBERTSON'S SCRAPBOOK! 49 LET'S LOOK THROUGH ONE OF ALBERTSON'S HOOSIER SCRAP BOOKS Having at hand a scrap book compiled by Jack Albertson when he was in charge of the Indiana Theatre, Indiana Harbor, Ind., we'll have to jot down a brief account of what he did at that time to boost business. First let's call attention to the photo of the attractive display he used in the inner lobby on "Grand Hotel." Note the miniature hotel, hotel grounds, figures, etc. When the windows and street lamps were lighted the display showed to even better advantage. The other portion of the photo shows the excellent work he turned out for "Cabin in the Cotton," which included miniature country cabins, cotton stalks, cutouts and stills, A sign points out that certain of the cabins were built by an East Chicago Boy Scout in the Indiana Theatre Cabin Building Contest, which indicates that Jack had the boys working in his interests while exploiting the film. Glancing through the book it becomes evident that he waged quite an extensive campaign on "Bring 'Em Back," including a circus bally with loudspeakers; huge banner across the main thoroughfare ; jungle front ; special newspaper advertising and special heralds. Other pages disclose special heralds advertising "A Double Blast of Entertainment" on a Sunday and Monday; a "mystery Special" herald on "70,000 Witnesses" ; special guest ticket herald on a show arranged for kiddies; a "word-hunt" among INGENUITY! Jack Johannsen, manager of the Imperial Theatre, Augusta, Sa., made an eye-filling front display recently by creating a number of cut-outs. Atop his marquee he used cutout block letters to advertise the picture. The entire stunt was done at very small cost. advertisements as a plug on "Down to Earth," etc. Although some of the above suggestions may be making a somewhat belated appearance, we're sure Albertson's fellow Round Tablers will be interested. He has contributed much useful show-selling information in the past and just as soon as we again hear from him at his new location more will be forthcoming. THAMES' AD COPY IS AIMED DIRECT AT THE MOVIE FANS It's a funny thing about newspaper advertising, especially that pertaining to motion picture attractions. If you were handling a theatre in the Big Towns, the agencies would look it over and label it, such as: "Intimate Advertising," "Sophisticated Advertising," and so on. But the showman never even heard of these terms. He figures out the angle best suited to his personal selling problems. And that's why Jimmy Thames, Jr., handling advertising and publicity for Arkansas Amusement Corp., in Little Rock, Arkansas, turns out potent copy. Here's how: Atop his usual ads, made up by cleverly cut mats and breezy copy, he writes an intimate head and copy aimed directly at the reader. An example (a mat cast of Washington chopping down the cherry tree ; alongside the mat, a head) : "We CANNOT TELL A LIE !— Our best friends have accused us of doing a lot of boasting here lately . . . but, dear people, why not? Maybe it's boasting . . . we call it the truth, the whole truth and nothing but the truth ! We have THE pictures . . . we know it . . . and if you don't believe it read below and follow some good entertainment advice !" That copy is the selling kind. New England Changes! The following changes in theatre personnel were recently announced by Harry Arthur, head of the Harry Arthur Circuit in New England: William Gleason is now managing the Capitol Theatre, Hartford, Conn., instead of the Palace, Waterbury; E. J. Fitzpatrick, formerly of the Palace, Meriden, has taken Gleason's old post at Waterbury ; W. H. Thompson, former assistant at Waterbury, is now manager of the Palace, Meriden ; Barney London, of the home office, is the new assistant at the Palace, Watertown.