Motion Picture Herald (Jul-Aug 1936)

78 MOTION PICTURE HERALD July 25, 1936 Laugh Show Tops Paris Campaign On Marx Picture Introducing "A Night at the Opera" and the Marx Brothers to Paris at the Olympia Theatre, E. Lapinere, publicist, put together a number of clever gags in his campaign that was voted the Quigley June Silver Plaque. Two weeks ahead, a private screening was arranged for the most popular French comedians of stage and screen, the guests requested for their opinions with the puffs used for newspaper and lobby advertising. This was followed ahead and during the run by the creation of a lobby "Laugh Gallery" decorated in the burlesque character of the picture with distorting mirrors humorous photo-montage of the Brothers in various poses as illustrated in accompanying photo. Other laugh exhibits included "Beauty Through the Ages" (see photo) showing reproductions of works of art representing classical beauty such as Venus de Milo, Mona Lisa, Mme. Recamier plus a colored enlargement of the Brothers. Also good for giggles was another exhibit called "Famous Historical Trophies" showing humorous takeoffs of articles legendary in history, such as a trumpet of Jericho, King Henry's pink feather, the Groucho's cigar, etc. Invisible fish-bowl, laughing gramaphone records and other accessories helped roll up the laughs not the least of which was a quintet of dolls in the carriage under a sign reading "Alone at Last — Nurse Is Inside." Everyone was invited into the lobby to see the show free of charge and large crowds were as a result on hand at all times with a goodly percentage proceeding inside the theatre to see the picture. Night Clubs Cooperated Important tieups were made with seven of the leading Paris night clubs whereby from the opening day, between midnight and 1 A. M., all the club bands played only hit tunes from the picture. To build this up, Lapinere sent around a trio of eccentric musicians wearing special papier mache Marx caricature masks and also arranged to have free champagne served with these appearances. Cards on all tables at the clubs announced the pictures. Top street stunt was a three-seat bicycle with riders in Marx costumes and masks and carrying back banners. Newspaper campaign was very big with the dailies going strong for the Laugh Gallery. Advertising and posting were also in keeping to complete a drive that brought in excellent grosses. "Have You Contributed Lately?" Baker Donates Cake For "Follow the Fleet" Eddie Selette, Albany Theatre, Albany, N. Y., for "Follow the Fleet" tied up local baker who made up cookies in the shape of lifesavers which went on sale two days ahead of opening. In addition, baker made up cake which was decorated with flags and ships and was given to person writing the best letter on why they would like the cake. Stunt was plugged by store and theatre. Lapinere's Laugh Gallery Exhibit Lapinere's Photomontage Display Padgett's "Show Boat" Street Gangplank Padgett's Bathing Beach Bally Many IVater Gags Used by Padgett For "Show Boat" Located right on the Gulf of Mexico, Manager Del Padgett sure went for. water and marine tieups on his Quigley June Bronze plaque "Show Boat" entry from the Capitol Theatre, in Clearwater, Florida (pop. 7607), starting well ahead with a large docking post in the lobby to which was attached a sign reading, "Show Boat Docks Here." House personnel wore sailor hats. Interest was created by Padgett's street gangplank (see photo) run from the safety zone to sidewalk out front, with side banners carrying "All Aboard" copy. Fishing boats carried the same copy and on opening day bather in trunks made the beaches, his back lettered (see photo) with picture and theatre. Marine angle was carried out in hardware store tieup plugging marine equipment sale with center of window given over to prize-winning ship model. Second store advertised small boat equipment likewise, as did paint store plugging marine paint. Then in front of prominently located newsstand was displayed large ship's compass reading "Steer straight for Show Boat." Organizations Raffle Tickets Newsboys were given lettered sailor hats and a signature idea used whereby magazine juvenile house-to-house magazine vendors were given autograph pads carrying theatre copy. To each boy obtaining 100 signatures, two tickets were given free. Another slant that covered a lot of territory was a bannered sound truck that was used to furnish free amplification at ball games and also at countrywide political rally. Truck made all the surrounding territory playing hit tunes from the picture. Free tickets were given to the Elks, Lions and K of P organizations, the ducats raffled at regular meetings for the benefit of charity funds. And Padgett availed himself of another good slant by calling the entry from the theatre in the annual high school beauty contest, "Miss Showboat." Contest was staged two days ahead to capacity at the civic auditorium with much publicity obtaining for the theatre. Classified page tiein featured Padgett's newspaper campaign which covered all towns in the drawing area. Special permission allowed placing cards in all school classrooms and outside billing was more extensive than usual. Window displays were topped with model in costume of the picture's period as compared with current styles and theatre front and lobby were in keeping with the rest of this well-executed campaign. "Have You Contributed Lately?" Stein's Flower Show Plenty of publicity was garnered by Louie Stein, Stanley Theatre, Newark, for his recently staged flower show at the theatre with cooperating nurseries offering cash prizes to those submitting best samples of home varieties. Merchants in town also came through with donated prizes of merchandise, each store plugging the contest.