Motion Picture Herald (Nov-Dec 1936)

98 Safety Exhibit in Lobby Sells "Death" for Lee Over in Brooklyn, Doc Joe Lee at the Brooklyn Strand for "And Sudden Death," contacted police department for a safety exhibit in his lobby (see photo) with reactometer and rookies on hand to show patrons how the device worked. Special screening was held for Judge Sabbatino, who sits in Brooklyn Homicide Court, after which he agreed to give brief talk in court on safety and calling attention to the picture. First reckless driver case brought to him was sentenced to see the film and reporters and photographers in court gave the stunt a break. Police captain was allotted 15 minutes on Station WBBC and used as his theme the picture and display in lobby and safety signs with playdates were tacked around city by police. "Have You Contributed Lately?" Shellman Plays Host On Friday the 1 3th On a recent Friday the 13th, Myron Shellman, Raymond Theatre, Pasadena, Cal., threw discretion or superstition to the winds and announced through a herald that on that day every 13th adult that stepped up to the box-office to purchase a ticket would be admitted free. Heralds which were printed on orange stock carried cut of a horseshoe and copy exploding the theory that Friday the 13th was an unlucky day. "Have You Contributed Lately}" Marquee Radio Tower Publicizes "Broadcast" Accompanying photo shows the radio tower erected atop the Garden Theatre, Greenfield, Mass, by Claude Fredericks, to sell "The Big Broadcast of 1937." Claude had green lights on flashes stretching back and forth between the towers, which at night gave an unusual effect and drew plenty of attention. The towers were also lighted at night and they were so placed that they could be seen from the entire residential section surrounding the theatre. "Have You Contributed Lately}" Hallowe'en Party Held By McBride in Syracuse A unique and novel Hallowe'en Party was given to patrons of Loew's theatre in Syracuse on Hallowe'en by Eddie McBride. Theatre decorated with corn stalks, lighted pumpkins, witches, owls, black cats and the usual Hallowe'en atmosphere. In the outer lobby of the theatre cider and doughnuts were given away by an attractive young girl dressed in a clown outfit. Upon entering theatre each patron was handed a noise maker, thus being assured of a real old-fashioned good time. At midnight festivities started on the stage, which, too, was dressed with corn stalks, pumpkins, ghosts, witches, cats, etc. The party started off with a community songfest with organ accompaniment. Next on the program was an apple and doughnut contest. These articles were hanging on a string attached to batton on stage and patrons were invited to come up on the stage and participate. Following this a cracker contest was conducted and enjoyed by the entire audience — next was the old apple ducking contest. The MOTION PICTURE HERALD Brown's "Desperado" Car Parade Lee's "Death" Lobby Display Fredericks' Marquee Radio Tower Mayor Nyberg at "Adverse" Opening theatre had procured glass tubes which was placed on the stage. The audience could thus see the heads of the participants when ducking for the apples, causing huge enjoyment to them. As the climax, a berry pie eating contest, with a great number of contestants, was conducted. Cash prizes awarded to winners in each contest. November 28, 1936 "Gay Desperado" in Store Helps Brown Sell Date Bill Brown, RKO Albee, Providence, L. I., effected a tieup with leading furniture store and arranged to have a man dressed as "The Gay Desperado" appear in the store at various intervals on a stated day. To those touching him on the shoulder with a copy of the store ad containing the announcement of the stunt, guest tickets were awarded. Accompanying photo shows fleet of cars with banners offering "ride in finest car in Providence to see best picture" ; cars toured streets for three days. Two-sheet card made up from reviews of the picture which appeared in the New York papers was placed in lobby in advance, leading bands were furnished with orchestrations of hit tunes and radio station was supplied with records for transcription programs. "Have You Contributed Lately}" Scrap Book Contest Used By McKoy on Temple Date Through tieup with the News-Argus, Jim McKoy, city manager, Paramount, Goldsboro, N. C, for "Poor Little Rich Girl" conducted a Shirley Temple scrap book contest, paper giving theatre a daily two-column cut of the starlet and story. Merchants plugged Temple merchandise, coming through with co-op ad and distributed autographed photos. Leading department store announced that at 9 A. M. opening morning they would give away 500 imprinted balloons, kids massed in front of store and papers came through with stories and photos. "Have You Contributed Lately}" Mayor Greets Relatives Of "Adverse" Starlet Some extra publicity was garnered by Oscar Nyberg, State Theatre, Spokane, Wash., for "Anthony Adverse" by inviting grandparents of the boy Anthony in picture, Spokane's own Scotty Beckett, to attend opening; accompanying photo shows Mayor Burch greeting the folks. Stories were run in papers together with pictures. At local track, one of the horses was named "Anthony Adverse" and photo of usherette presenting winning jockey with tickets to show was also planted in papers. Dress worn by Anita Louise was responsible for ad by department store plus art break in the Chronicle ; in addition, store had the dress modeled at their big fashion promenade and book tieup was arranged with leading circulating libraries, who distributed bookmarks. "Have Yon Contributed Lately}" Dunking Contest Put On By Melincoff for Hallowe'en For his Hallowe'en celebration at the Warner Theatre, Lawrence, Mass., John Melincoff, aided by John Silverwatch, staged a "dunking contest" on stage for his kids with local market donating the doughnuts for the party. Prizes were awarded and merchant's ad included plug on the contest. For "Dream" a sponsoring committee was formed with leading localities and they in turn mailed letters to selected list recommending the picture.