Motion Picture Herald (Nov-Dec 1936)

November 28, 1936 MANAGERS' ROUND TABLE 103 FACTORY PARTIES AGAIN POPULAR (Continued from preceding page) in these pages, on the last half of the week before Christmas, at nine each evening is to put on an elaborate holiday Follies including the city's best kid talent. This always is a top stunt and goes over big with parents with much support from the two local papers. The latter tie in also on annual parties at the Colfax and Palace, Martin alternating with each one every year. Big box is on display in lobby for contributions for the needy and the papers of course build this angle strongly. To the important business men of the city Martin directs letters suggesting theatre tickets as gifts for employees and to encourage early shopping, merchants are contacted to buy tickets to be given for purchases over a certain figure. Checking service is also emphasized and much thought is given to proper decorations. For this, tiein is made with large nursery for hollywreaths and other greenery, for Martin feels that lobbies are more attractive with live decorations than the usual crepe paper and tinsel. Giant trees, toy displays and Santa distributing candy are also arranged. Keeping expenses at an absolute minimum during the pre-holiday weeks is a "must," says Martin, and this is practiced religiously in his theatres. More Factory Parties And Toy Matinees Among others reporting their Christmas activities are Sid Holland, city manager, Elco Theatres, Elkhart, Ind., Glen Nelson, Harris Theatre, Finlay, Ohio, Fred Reeths, Sheboygan Theatre, Sheboygan, Wis., and Russell Hardwict, Lyceum, Clovis, N. M. Sid is planning various parties for the week, one of which he terms a "poultry party" with cooperating dealer supplying a few dozen turkeys, geese, ducks and chickens. Theatre advertises the party on screen and wherever else possible gives the dealer his advertising break, coupons are distributed both by the merchant and with each ticket at the boxoffice. Factory parties are also being arranged, an average price of 10 cents per head being made to plant heads for shows to the employees and employees' families. Sid is figuring on about five parties the week before Christmas. Another slant to bring them in is electric range or refrigerator giveaway to be promoted in exchange for theatre advertising and displayed in lobby. The toy and food matinees, free kid shows, checking services will also be part of his campaign. In Findlay, Ohio, at the Harris, Glenn Nelson has the assistance of local firemen to repair toys contributed at his annual show. Last year over two truck loads were taken down to the fire house and after repairing were placed on display there. Nelson is also working on the yearly show for underprivileged children sponsored by local Kiwanis Club, is arranging checking service and is now readying for a giveaway to be underwritten by merchants. Fred Reeths has already given away a lot of turkeys and radios, all of which were "WE OFTEN WONDER," SAYS DICK WRIGHT ". . . Why some managers are content to book inferior attractions the week before Christmas, fully realizing that they'll turn the week into a loss. Word soon gets around that their show is a pretty poor one. Handing the public any sort of a show seems pretty futile. Does it take courage or is it just plain good business to give them a picture that packs a wallop the week before Christmas? The writer is of the opinion that it's darned good business. . . . A good picture properly handled, will always bring them in. . ." promoted from local merchants and for the week before Christmas is offering refrigerators, washing machine and diamond ring in the same manner. A kiddie show sold to one of the department stores with Santa Claus on hand is also in the work. In New Mexico, Russ Hardwick at the Lyceum is also planning to call on local Boy Scouts in addition to firemen to help repair toys for needy children. Canned goods matinee will be held with contributions given to Salvation Army for distribution on Christmas Day and entire lobby and foyer will be dressed up with all the trimmings. "Why I Believe In Santa" Is Grove's Contest for Yule Santa Claus is going to receive all the lists of Christmas presents wanted by the children in Rock Island, 111., according to the stunt planned by Herb Grove, at the Fort Theatre, in conjunction with the Rock Island Argus. It starts with a letter-writing contest for children on why they believe in Santa and involves cash and ticket prizes. Then the paper will equip a plane and party to fly North to locate the home of Santa Claus with Grove taking pictures of the takeoff from the local airport. Radio station will contact the plane in flight and CHRISTMAS SETTING. For atmospheric Christmas Organlogue at the Fox, Atlanta, last year, E. E. Whitaker transformed orchestra pit and organ. Snow scene was projected by effects machine. the finale of the stunt is for the plane to return with Santy, present him in the Public Square and at the theatre. Then the climax as far as the theatre is concerned will be the showing of the pictures with other subjects, features and shorts, at a special show with the paper and radio station getting behind the tiein and practically guaranteeing Grove a full house at regular prices. To build up the grosses on Christmas Eve, Grove is planning to run the regular show until six o'clock and then at eight present a premiere of the next day's attraction and feels with the picture booked in, it will go a long way to overcome the usual bad business on this evening. A gift idea is regular tickets made up in Christmas greeting form which has had some previous success. In addition to the usual merchant toy tieups, holiday decorations, Grove is participating in the giveaways detailed by Joe Kinsky in his article in this section. Loewmen Taking Part In Civic Celebrations In one mail, come reports from Loewmen Lou Brown, Les Pollock and Francis Deering with outlines of what they are planning. In Baltimore, Lou Brown has completed arrangements for a charity party with the Evening Sun which, starting on Dec. 1, will break daily stories on the event until the day of the party on Dec. 20 at Loew's Century and Valencia. The Junior League is to have charge of the ticket distribution and the Junior Association of Commerce will be in charge of the purchasing of candy, cookies, etc., and will also supervise distribution of gift packages in lobby. The local transit company has agreed to carry the children gratis. Santa and the tree will be on hand and large containers placed to gather contributions for the needy. In Rochester, Les Pollock has a Christmas Party in mind for Donald Duck, on Dec. 26, with eight or nine cartoons in which Donald has appeared. There are to be also a lot of surprises and prizes such as Donald Duck dolls autographed by Walt Disney from Hollywood for a lucky stunt, radio tiein for special children's community sing with slides on screen, organist, song leader, to be broadcast over WHEC and plugged by the station. Color contest is also set. Punch and Judy show now being put on in Boston by H. M. "Addie" Addison, division manager, is to be repeated in Rochester and Pollock's yearly good-will tieup, an orphans' party will be put on during Christmas Week. The papers get behind it and transportation is arranged by the city officials. Down in Houston, Texas, at Loew's, Francis Deering is presenting his second annual Kiddie Revue for the benefit of the needy, to be put on three times daily the week before Christmas. This is a real bigtime party with scenery from New York aud supervised by a well-known unit pro (Continued on folloxving page)