Motion Picture Herald (Nov-Dec 1936)

November 28, 1936 MANAGERS' ROUND TABLE 101 MANY TIE-INS SET FOR CHRISTMAS Theatre Newspaper Toy Shows Featured in Various Spots The always reliable theatre-newspaper toy matinee is again to be featured and among the situations the annual Warner Bros.' Washington Star-Post party is high on the list. Arranged by Frank La Falce, zone ad head, the matinees are put on in all Warner Theatres in the Capitol the Saturday preceding Christmas and children admitted for a new toy or any given article of wearing apparel. Contributions are turned over to the Council of Social Agenc-ies which works with the Community Chest in the distribution to needy children. Trailers are run at all the circuit houses and newspaper gives the event a lot of strong buildup. First matinee staged in 1931 brought over 9,000 toys, which total was doubled the following year. The next two years topped these figures with 1935 marking a new high of 53,000 toys. Warner theatres participating include the Ambassador, Apollo, Avalon, Avenue Grand, Colony, Earle, Home, Metropolitan, Penn, Savoy Tivoli, Uptown and York. Tremendous amount of good will has been built up for both the newspaper and theatres on this, reports La Falce. Another Round Tabler who has had excellent newspaper cooperation on the same tiein is Matt Saunders, at the Loew-Poli, in Bridgeport, Conn. Special morning show is arranged for the usual toy admission which must be in good condition. Those that need a bit of fixing are repaired by members of the fire and police departments. Actual show includes repeats on some of the older features and shorts contributed by exchanges and local talent that appeals to the children. Paper goes strong for the tiein with page one stories and photos. Expense to the theatre is nil, says Matt. In addition to other activities, George Tyson, at the Harris-Alvin, Pittsburgh, is setting free kid shows for December 24th to which all children are invited. Orphan parties are also arranged, and throughout Christmas Week Santa Claus will be in the lobby with a present for every child attending. On three Saturdays preceding the holiday, two Speed-O-Bykes are to be given away. Rosenfield Inaugurates Benefit Shows To Bolster Pre-Holiday Weeks Right now, Joe Rosenfield, at the Modjeska, in Milwaukee, is all set for a number of benefits put on with local organizations which are solicited for this purpose. The extra business for the pre-Christmas lull helps to hold up grosses and results are reported as very encouraging. For Christmas Week, Rosenfield has tied in with local dancing school to stage a juvenile revue, the stunt similar to last year's successful party. Youngsters bring their families and the revue helps build matinees. On Saturday before Christmas Joe is holding a party where Santa himself will distribute presents promoted from merchants. Party will include community singing, kid SHOWMEN NOT SINGING PRE-HOLIDAY BLUES If the activities already set by Round Tablers in various sectors and reported on these pages are any criterion, exploitation to beat the usual pre-Christmas lull and to build tip those Yuletide grosses this year promises to set a new high. Set forth here and on a following page are outlines of what some of the members already have in work and ready to start to make December a standout month. More of the same will be run as further reports arrive. amateur show and various contests. Tiein with paper on a free show for the local Goodfellow movement is also set. Seasonal lobby display is given lots of attention as Joe says he finds patrons impressed by the decorations and like the warmth and glow they impart. Lobby tiein was last year's best stunt, department store furnishing display of animated toys which was built up so big that people actually came to the theatre to see the display. Rosenfield recommends this highly where there is sufficient lobby space. Boys' Choir Sings At Midnite Show George Baker, Electric Theatre, Kansas City, Kan., has arranged to have boys' church choir broadcast Christmas carols from stage. This is to be an annual event with 100 voices singing carols and hymns beginning at 11:15. George reports the stunt attracted national publicity last year. Mr. Richard Dabney, director of the Boys' Choir has cooperated each year. Baker is also planning to put on what he terms "Their Majesties' Jubilee," a kiddie show with a king and queen of joy, each country sending entertainers as ambassadors of joy. The setting is in the form of a plantation for the homecoming of young folk that have been away to school. Unit is done with cooperation of local dancing school. "Have Yon Contributed Lately}" Exton's Grab Bag Party Holiday Lobby Display Exton Sells Free Kid Show To Motor Company Officials To be repeated again this year by Bill Exton, Kenosha-Gateway Theatres, in Kenosha, Wis., is a free show for children of all employees at the Nash Motors Company plant in that city, the auto officials paying a sum equal to a good day's gross for the party. Two morning performances are held on Saturday before Christmas, with tickets obtainable only at the plant. Show is composed of shorts and special professional kid acts Bill obtains from Chicago. Also slated by Exton for a repeat is his Grab Bag Party held on one night during the week before. Some $500 of gifts are promoted from stores in exchange for credits with minimum value of each gift not less than $25. Articles are displayed in lobby two weeks ahead (see photo). For the yearly toy fund, Exton is also staging his annual local talent show including the city's most prominents and sponsored by local daily for much publicity. Last year the show was put on Tuesday and Wednesday the week before Christmas to sellout business with receipts split. Exton has also arranged his annual free show to all youngsters in the city as a goodwill offering with the performance made up of some repeat feature, cartoon shorts and kid talent. Show last year was tied in with merchant who furnished bag of candy for each child and further contributed a full-page ad, copy written by Exton exclusively for the coming theatre attractions. This show was put on in addition to the usual canned goods matinee. Smith Plans Elaborate Campaign On "Stowaway" for Christmas Having booked in the latest Shirley Temple feature for the holidays, W. Clyde Smith, Malco Hot Springs, city manager, is planning a smart drive to tie this in to his Yuletide celebrations. Newspapers are set to run photos of Santa Claus delivering print of the picture to Smith in lobby of the Paramount Theatre and another shot of the entire personnel is arranged showing the staff smilingly greeting the announcement of the booking. Stores carrying Temple items will cooperate in ads and windows and a contest will be put on to select six little Hot Springs girls who resemble Shirley to act as hostesses at the theatre on the openingday. Girls will wear the latest Temple frocks. Smith is right in line with his annual tiein with all civic clubs to put on the special show for the underprivileged with Santa, toys and similar angles in effect, all contributions to be placed around the tree in lobby until given away at the special show on Christmas morning by Santa from the stage. Usual toy show is also arranged. Outside decorations will be topped with live holly, cedar and mistletoe with huge reindeer drawing lighted sled on marquee. Included in the billing are posters of all sizes plugging the Christmas show and carrying holiday greetings from the theatre. (Continued on following pane, third column)