Motion Picture Herald (Mar-Apr 1935)

78 MOTION PICTURE HERALD April 6 , 19 3 5 Hunt Stages "Folies" Revue Atop Marquee One of the featured stunts engineered by George Hunt, Loew's State, Louisville, Ky., for "Folies Bergere" was a real Parisian show atop marquee (see photo) with special jazz band, crooners and tap dancers. On the sidewalk in front of lobby, tables and chairs were arranged at which girls sat in costume. Invitations were sent to local prominents and ballyhoo records and spotlights gave further impressiveness to opening. Hotel orchestras featured song hits and plugged opening, cards were placed in hotel rooms and tieup with ciggie manufacturer brought sample giveaways and window streamers. Make 1935 Your Award Year Tubbert's Ushers Play Poker as "Red Gap" Bally Step up and fill a flush, boys, and that's the stunt William Tubbert, RKO Keith Theatre, Syracuse, N. Y., used for "Ruggles of Red Gap." Bill sent his ushers out with a bridge table and deck of cards, boys set up table, laid four cards of a Royal Flush and invited onlookers to pick card from the deck. Whoever filled the flush received guest tickets to picture. Make 193 5 Your Award Year Dooiey Builds Display On "Devil Dogs of the Air," Carmen Dooiey, Fabian Theatre, Paterson, N. J., constructed an eight-foot display built by Norman Reck of exact replica of ill-fated Macon. Lights were placed under display to heighten color effects. Make 193 5 Your Award Year Resemblance Contest Put Over by Bruno A Joan Crawford resemblance contest was put over by James Bruno, Loew's Burland, Bronx, N. Y., for "Forsaking All Others" with local photographer tying in. Other merchants tied in with window displays and models in apparel shop dressed in wedding gowns plugged picture. Make 193 5 Your Award Year Oil Station Cooperates Ray Brown, district manager for Warners in Ohio, arranged with well known oil company for the distribution of "Sweet Music" heralds at their various stations, copy tying in picture and oil. Company also paid for 36-inch ad in each situation opening day. Herald was made up in form of newspaper ad. Make 193 5 Yotir Award Year Grinnes Engages Stunt Flyer for "Devil Dogs" On opening day of his "Devil Dogs" campaign. Ken Grimes, Warner Theatre, Morgantown, W. Va., had airplane tow 75foot banner (see photo) covering city and surrounding towns. After banner was released, plane returned to theatre, where stunt flying was put on. Small parachutes with passes attached were dropped over city. Ken secured cooperation of local university fraternity on initiation ceremonies, students carrying "Devil Dogs" and distributing handbills. Passes were given to Hunt's "Folies" Show Atop Marquee Tubbert's Ushers Filling Flushes Dance Studios Tie in With Crasto on "Gay Divorcee" J. Remi Crasto, exploitation director RKO Elphinstone Theatre, Calcutta, India, put over a nice campaign on "Gay Divorcee" contacting all leading dance studios on Continental dance at largest hotel where elimination was staged. Hotel paid for all ads, plugged song hits from picture and the contest. All theatre newspaper advertising mentioned it, too. Heralds were dropped from plane in native quarters and at race track. Local night club put on concert of hits from picture and invitation programs were distributed to newcomers to Calcutta. Photograph of program autographed by His Excellency, the Viceroy of India, was framed in easel in lobby. Make 19 iS Your Award Year Adelnnan Parades Scouts On "Copperfield" Date A Boy Scout parade of no mean proportions was staged by Archie Adelman, Loew's 175th Street Theatre, New York, for "David Copperfield." Captain of police precinct detailed men to escort parade headed by drum corps to theatre, boys carrying picture banners. Message received from Governor Lehman paying tribute to the Scout organization was received and read from stage. Freddie Bartholomew made personal appearance, arriving at theatre on special float. Make 193 5 Your Award .Year Paper Cooperates on "Devil Dog" Drawing Contest As part of his advance on "Devil Dogs of the Air" Joe Scholer, Ohio Theatre, Sandusky, Ohio, tied in with local daily for the airplane drawing contest which ran three days ahead. Scholer secured window tieups among which was one (see photo) which gave entire display over to miniature planes and theatre copy. Five and ten also featured collection of airplane models. Heralds were stufifed in laundry bundles, gummed stickers put on paper bags and review cards given to patrons. Make 193 5 Your Award Year Barrett Pronnotes Books And Candy on "Bright Eyes" Russ Barrett, Strand Theatre, Woburn, Mass., put over a special kiddie matinee for "Bright Eyes" and promoted merchant for Shirley Temple books which were distributed at theatre. Another store came through with candy and for credit card, merchant displayed Temple Frocks in lobby. Russ attributes much of the success of his campaign to contact made with schools and libraries. Grimes' "Devil Dogs" Banner students of high school art classes, who turned in best drawings of airplane scenes and to mechanical drawing classes for best blue prints on plane construction. For part of his advance lobby display, model airplanes constructed by youngsters were shown on lobby floor with concealed electric fan providing animation. Make 193 5 Yaitr Award Year Rotsky Sells "Iron Duke" With Aid of Elderly Local George Rotsky, Palace Theatre, Montreal, Canada, secured plenty of free space when elderly resident recalled that a statue of the original "Iron Duke" had occupied the present theatre site. Interviews brought stories which carried theatre and picture mention. Leading department store arranged elaborate display of regency fashions, devoting main window to gowns, stills and standees. Book store gave entire window to photo of Arliss, stills and copies of Wellington.