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May 2 9, 19 3 7
NAGERS' ROUND TABLE
69
Cilman's Ad on Empty Store
New Store Front Publicizes "Star Is Born" for Gilman
Sam Gilman, Loew's, Harrisburg, Pa., took advantage of a new store front being built next to the theatre, by bannering the barricade (see photo) with copy "A new store is being born — see 'A Star Is Born' at," etc., etc.
For street stunt, Oilman's staff built their own telescope, which was planted in front of theatre on a platform. Looking through telescope passersby saw a colored photograph of Janet Gaynor with playdates.
"Tell Us What You Did"
McCrea Double Sells "Wonnan Chases Man"
Frank Hensen of Loew's Broad, Columbus, Ohio, had the women in the city agog with his "Woman Chases Man" search. The Ohio State Journal devoted 30,000 lines of publicity to the stunt, which ran for four days before the opening. It was announced that an unidentified man resembling Joel McCrea would walk through the main business section at a certain time each day. The first woman to recognize him was given a cash prize of $25. Each day he went unrecognized the prize was increased. The man was not put on the street until the fourth day, when the award reached $100. With the paper giving front page space to the gag for several days in advance, traffic was stopped along his route. All papers and radio stations went for the stunt in a big way.
Hensen blanketed the town with 24-sheets and throwaways and cashed in heavily on the national ad campaign with extra breaks in the press.
"Tell Us What You Did"
ELECTRIC LIGHT SIGN, Eye-arres+ing and effective was proprietor Morf Lewis' electric light sign atop the Steel Pier, Atlantic City, N. J., for his "23'/2 Hours Leave" opening engagement.
MODERN LIGHTING
for the
TH E ATRE
. . . its methods and forms, is comprehensively dealt with, in 'picture, diagram and text, in the current issue of Better Theatres, published with this issue of Motion Picture h^erald. Francis M. Falge, theatre lighting specialist, describes the newer mechanical and electrical arrangements for both signs and decoration. . . . J. T. Knight, Jr., in his department, Equipment and Operation, discusses lighting from the point of view of efficient methods and maintenance costs . . . and suggestive examples of modern lighting treatments are handsomely presented in an eightpage pictorial section. hHere is authoritative guidance for you in present and future lighting problems.
. . . also in this issue of Better Theatres, the first of a series of articles by C. C. Potwin, of Erpi's consulting staff, offering practical counsel in acoustical treatment as recomnnended by engineers today.
Turn to your BETTER THEATRES