Motion Picture Herald (Mar-Apr 1935)

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April 6 , 1935 MANAGERS' ROUND TABLE 77 Thank You^ Friends The "Show of Showmanship" is over, but the glow remains — a glow of satisfaction and gratification for the manner In which the industry took the show to its collective bosom. Showmen, advertising executives and others from near and far attended, many more than once. They were unanimous in proclaiming this first exposition an unqualified success in every respect. Round Table campaigns and photos, individual exhibits from theatres and producing companies all contributed their share In making this success possible. We would be remiss in our obligations if those who toiled long and late to put over the exposition were not hereby credited. Our thanks, therefore, to Felix F. Feist, president, and the Motion Picture Club for generous aid. A bow also to Tom Wiley and Arnold Van Leer, for their wholehearted and invaluable assistance. To the producer and theatre advertising heads and their capable organizations, another thank-you for the very excellent exhibits which commanded Instant admiration. To the exhibitors who arranged for the attendance of their staffs, to the trade press, to the managers whose showmanly campaigns made up the major part of the exhibition, we bow our appreciation, as we do also to those who helped put the show together. And last, but not least, the executives and talented artists of the American Display Company for their inspiring cooperation and outstanding exhibits. Detailed story and photos of the exposition, presentation of the Quigley February plaques to Managers R. E. Knight and Ed Douglas by Grover Whalen at the Motion Picture Club Forum, and other highlights will be found in the news section of this Issue. — A-MIKE McCormick Returns to Premier ''Laddie'' The world premiere of RKO's "Laddie" at the Circle, Indianapolis, was further distinguished by the presence of the theatre's first managing director, S. Barret McCormick, Radio ad chief, who accepted an invitation to act as guest managing director for the occasion. It was 15 years since Barret left the old homestead and interest in the date was heightened by his invitations to old staff members to return to their old jobs for the night. Many responded and the accompanying photo shows some of "ye auldlang-syning. Barret is in the center with hat in right hand. McCormick personally supervised the advance that included the personal appearance of Virginia Weidler, juvenile star of the picture, who arrived on her birthday and was paraded to her hotel escorted by bands and banners. Also attending were the two surviving sisters of the author, Gene Stratton-Porter, the sisters being introduced from the stage by Barret McCormick, who also did the MC for the baby star and other invited prominents. The premiere was according to specifications, with bombs set off from theatre roof,, fireworks, sun-arc lighted lobby, radio hookup, introductions of celebrities, congested streets, and etc. Ed Holland, of McCormick's exploitation staff, was on hand and saw to if that the folks knew what all the shootin' was about. Make 193 5 Your Aivard Year Deering Holds Tea Party for "Olive" Before Francis Deering left Loew's State, Memphis, Tenn., for a similar post in Houston, he put on a daily mezzanine tea party during his "Clive of India" run, merchant supplying beverage and plugging party in ads, in addition to posting streamers in all grocery windows using their product. Calendar blotters with playdates marked in red and cut out of Coleman were distributed in offices and schools. Through tieup with Western Union red hearts were given out by messengers, copy reading, "You'll appreciate our service more if you see 'Clive,' in which a love letter posted in India was delivered in England one year later." For street ballys elephant in zoo was bannered with picture copy and ushers each carrying six-foot letters of title paraded business districts. Make 193 5 Your Award Year Indianapolis Welcomes Barret McCormick Contests Publicize Entrance Reopening Since editorializing upon Ben Cohen's shifty footwork in tieing up with the nearby Yale University on the reopening of a closed entrance to the College Theatre, New Haven, this manager has sent along some other angles of the campaign. Two cash contests were featured, the first, a name for the promenade leading to the new entrance, and second, to discover the local with the longest record of attendance. It seems that before being rejuvenated as a picture house, the College, under another name was the legit stand, and thus the reason for the "oldest" slant. Two different dailies cooperated on the contests, which with the additional publicity, rolled up a gross of many good stories. Other newspaper stuff included full page coop of congrat ads, full-page feature story on history of theatre in Sunday feature section, editorials in college papers and otherwise, and three-column shot of reopening ceremonies. Ben states over 2000 entries were received on the new name contest. Make 193 5 Your Award Year Stars Wire Screen Editors for McCord Nevin McCord, Idaho Theatre, Twin Falls, Idaho, contacted the Paramount studios for telegrams from Gary Cooper and Franchot Tone to screen editors of daily papers thanking them for fine reviews given "Lives of a Bengal Lancer." Special invitational preview was held for local merchants and endorsement letters were mailed to PTA groups. Nevin distributed heralds at Better Housing Exposition held during run ; made daily radio announcements and pasted 24 sheet of Cooper to lobby floor. Make 19 i 5 Your Award Year George Attends Meeting Of First O'Brien Club Initial meeting of first George O'Brien Club in California held recently at the United Artists Theatre in Whittier by Homer R. Skillion, manager, was attended by none other than the star himself, who supervised the distribution of O'Brien sweat shirts given to holders of lucky numbers. Accompanying photo shows house staff dressed for the occasion and that's George himself in the center with Skillion at left. O'Brien ivith Club Members