Motion Picture Herald (Dec 1933–Mar 1934)

February 3, 1934 ROUND TABLE CLUB 79 George Tyson and Christy Wilbert thought up this one on "Only Yesterday," at the Ambassador, St. Louis. Bo+wick and Wilson Put On Toy Matinees Even the toughest newspapers are now opening up to theatres putting on Christmas shows for the needy, one of the latest instances being the swell publicity obtained by Round Tablers Harry Botwick, Paramount, and Harry Wilson, Grand, both in Rutland, Vt, in their local papers. For two weeks before the parties, there was daily mention of the coming events, a food and toy show at the Paramount, and a food matinee at the Grand, culminating in two-column stories and cuts showing the contributions in the lobbies of the theatres. The gifts were made up into baskets and distributed through the Red Cross and Salvation Army lists. The deliveries were made by the trucks of the Rutland Daily Herald and transportation was also furnished by other interested merchants. The generous cooperation given by Botwick and Wilson indicate why they rate the many breaks they receive from their papers. Work For A Qiiigley Award'. M-G-M Issues Unusual Press Book on "Eskimo" Packed with plenty of punch is that MGM "Eskimo" press book, in size, quantity and quality of selling ideas topping anything in this form that has been turned out lately. The book is in two sections, one entirely given over to exploitation, turned out by Billy Ferguson's department and the second section devoted to publicity, display ads, posters, accessories, etc., each page the approximate size of a one sheet. The first pages of the exploitation section are devoted to reproductions of the tieups of the various nationally advertised brands of products as used in the picture, with the names in red lettering for easy identification; then follows a number of pages filled with pictures and descriptions of the stunts put over on nine pre-release engagements. Besides all this, there are an additional number of ace tieup ideas, including an entire page detailing a plan for grade school educational promotion. Many of the display ads are duplicates of those used on the pre-release dates and the publicity stories are fashioned along the lines of those most in demand of newspapers. Posters and accessories are illustrated in full color and the books include various samples of advertising tieups available to managers who have dated the picture. Ace Capital Opening On "Footlight Parade" An extensive campaign that culminated in one of the most brilliant previews the night before the formal opening was executed by Frank LaFalce, Washington Warner Bros. Theatres ad chief, with the aid of Bill Ewing, Maurice Blouin and Manager Walter Morris of the Metropolitan, where the picture was shown. The event was advertised well in advance in all newspaper copy, and special tickets made up on velour finished stock were placed on sale two weeks ahead of the date in all local houses of the circuit. Many leaders in Washington political and social circles were present, the opening being covered by all Washington papers with reporters and photographers. During the evening, messenger boys paraded the streets carrying jumbo congratulatory telegrams from the stars. (See photo.) Tieups were many and effective and included windows in numerous prominent stores. Leading orchestras played the song hits in hotels, ballrooms and over the radio, music stores gave full endorsement and ballyhoo records were distributed in shoe shine parlors, radio stores, etc., for use on their amplifiers. Gum stickers were placed upon outgoing mail from all Warner theatres for two weeks in advance, novelty bottle openers were distributed at soda fountains, and a laundry tieup was made for extensive package stuffing. In addition to extensive newspaper publicity, two contests were also planted. LaFalce'^s Oversized "Telly" To the left above is the Fox Judith, Lewiston, Mont., where Round Tabler Johnny Trewhela holds forth. British Member Puts Over Good Co-op Page Though single and double truck pages have served as stock exploitation ideas for many years on this side, the snappy co-op page put over by H. B. Harris, General Manager, Exchange Kinema, Lincoln, England, on "Good Companions," is the first one we have received in some time from across the water. Eight merchants share the page, with the center given to the theatre ad and a three column story of the picture. Harris contributed to the recent children's Christmas fund, an annual event in his city, by distributing 200 tickets in the holiday baskets for "Alice in Wonderland," the Exchange being one of the few theatres in England having a print for Christmas week. Local papers made mention of this on the front page, together with a plug for the picture from Harris himself. We are pleased to have heard again from this progressive British Round Tabler, whose effective campaigns have been previously chronicled in the Club columns. Further, it is interesting to know that the advertising and exploitation being put over by our brother members across the water is rapidly becoming more skilled and effective. It was not so long ago that foreign theatremen lacked experience in putting over campaigns along American lines, but today they are whipping across a lot of stuff that is on a par with some of our best over here. MANAGEMENT To the manager who is frantically running around in the hope of improving unsatisfactory business .... attempting to help matters with the pitiful remedy of "putting out another thousand heralds" . . . why mince words? Let's be honest with ourselves and place the blame of shameful results where it belongs. MANAGEMENT .... that's what makes or breaks the backbone of theatre operation. Somewhere in this vast business is a man who can manage your theatre successfully. Let's subscribe to that idea, and then humble ourselves to a point where we find out what is really wrong with us. We will come to the realization that the major portion of our business troubles can be traced to three sources: I — Wrong thinking, or lack of any thought; 2 — Something you are doing that you should not do; 3 — Something that you haven't done at all. Let's take stock of ourselves .... let's look our managerial shortcomings squarely in the face . . . frenzied showmanship methods are an evil of the past. It is the fellow who analyzes his business, who has confidence in his courage and ability, who will pull through and make a mark for himself now. Quit thinking of yourself in the terms of a theatre manager . . . actually, you are a big business man, a highly specialized merchant charged with the selling of the world's most perishable merchandise, motion pictures. Put a price tag of 'profit' on every picture that is charged to you .... then move Heaven and Hell to sell it success in the show business is a matter of applied thought. Turn over a new leaf in the administration of your theatre no matter what you have done in the past, no matter how you are thinking, do something you haven't done before and Do It Now-from "THE ST. LOUIS SHOWMAN," by LETO HILL. ZONE MANAGER, WARNER THEATRES, ST. LOUIS, MO.