Motion Picture News (Oct-Dec 1930)

N ovem ber 1 . 1930 M o t i o ii I' i i I ii i , A e w s 29 "Titans' " Showmanship Splurges Writes New History in Picture Merchandising Amos V Andy Production in 250 Day and Date Runs Scores Huge Hit In what is regarded as ushering in a newform of big scale merchandising of special attractions, "Check and Double Check" the Amos 'n' Andy feature, literally has set the industry on its ear by its day and date runs throughout the country, in which it is proving one of the biggest upsets in years. The picture opened around 150 day and date runs last Friday and Saturday in key cities in all sections, backed by what is considered the most extensive simultaneous newspaper advertising campaign ever employed for a picture. Openings this week run the total of day and date runs to around 250. Heralded for weeks by extended advertising in the trade press, exhibitors were well sold on "Check and Double Check" in advance, and got behind the national exploitation splurge with efforts that sent records careening in nearly every spot where the picture opened. A national radio hook-up on Friday helped direct public attention and patronage to theatres where the attraction was opening. Public reaction to it has stamped the attraction as one of the outstanding freaks of show history. The newspaper splurge, which consisted of two color single page and double trucks in 89 newspapers of 50 cities in 30 different states, was put over at an aggregate cost of about $75,000. Capitalizing on the radio following of Amos 'n' Andy and public curiosity toward the stars of the air it had never seen, Joseph I. Schnitzer, RKO president, appropriated 201 sound-on-film and 70 sound-on-disc prints to "break" the picture in all sections of the nation simultaneously. New York was prevented from participating because the Mayfair theatre was not ready. The picture opens at this new RKO house Friday night. Following is a summary of the national reception of the picture, as gathered by Motion Picture News correspondents : Los Angeles Gross Hits $31,000 and New Record Los Angeles — Amos 'n' Andy have met Los Angeles and the whole blooming town $32,000 on Week Detroit — Hard hit by business depression, Petroit, nevertheless, is going for Amos 'n' Andy in a big way, the picture playing to $28,000 in six days and will do $32,000 on the week. Since the opening, grinding nine and ten shows daily at the RKO Downtown, the picture has attracted 100,000 patrons. It is to be held a second week with no let-up in sight. Business is being stimulated at other houses by the RKO picture. Cincy Dazed Cincinnati — Amos 'n' Andy took a two-way sock at Cincinnati records, and what a sock it was, their "Double Check" piling up $20,900 at the RKO Capitol, and $17,630 at the RKO Palace from Saturday to Wednesday, inclusive, plus a Friday midnight preview and a Saturday midnight matinee at both houses. The picture rode the crest of the heaviest advertising campaign in local history and the audience reaction was sensational. Crowds are lined up continually at both houses. The Capitol will hold over the picture, but it will go out at the Palace, moving to the Lyric for a second week. Business at other theatres has been hit by Amos 'n' Andy's drain on patronage. is theirs. "Check and Double Check" grabbed $31,000 at the Orpheum, which gives that house a rating of 190 per cent on the week and a new all-time record as well. As the Orpheum business mounted, trade waxed slimmer at the competitive houses. The house did $12,500 over the week-end as against $10,500 the entire previous week with "A Lady Surrenders." Opening Slow but Film Building at Milwaukee Milwaukee — Strong opposition has cut into draw of "Check and Double Check" at the RKO Palace Orpheum. The picture's business has been above average, but not sensational, as it didn't get away to such a hot start. However, business is reported building and a two weeks' run is planned. 110,579 Admissions Set St. Louis on Its Ear St. Louis — One hundred, ten thousand. five hundred and seventy-nine paid admissions up to, but not including Wednesday night, tell the story of how Amos 'n' Andy have set this town on its ear. The RKO St. Louis charges 25 cents for matinee and 50 cents night, children 15 cents at all shows, which run from 10:30 A.M. to midnight. The picture opened last Friday and has had some effect on opposition houses, but the degree of this effect will not be apparent before the close of the week. Omaha Reeling After $22,400 Five-Day Onslaught Omaha — Box-offices here still are reeling over the onslaught of "Check and Double Check." which in six days got $22,400 at the RKO Orpheum, to hit a 140 per cent rating and smash the RKO Orpheum record. Before the week is out the picture probably will have established a new high mark for the city. The picture is to be held over indefinitely, National Radio Hook-up Aid Exhibitors in Ballyhooing Freak to with a new stage show going in Friday. Publix is meeting the Amos 'n'Andy barrage with "Her Wedding Night" and "The Life of the Party," but it is doubtful that either picture will quite hit par. Above Average but Not Sensational at Seattle Seattle — Amos 'n' Andy are one down, so far as cornering the business of this town is concerned. Estimated gross for five days at the RKO Orpheum is $20,000. The midnight preview last Friday drew only fairly well, but Saturday and Sunday were capacity. Since then business has been above average, but not tremendous. It doesn't seem to have the local appeal of "Rio Rita." $25,000 in 5 Days at Pittsburgh; Phenomenal Pittsburgh — Although managers here always refused to divulge figures, the gross of "Check and Double Check" in its first five days may be conservatively estimated at $25,000. This is the biggest business done here in months, and other grosses are falling off but slightly. $9,000 in Five Days Tells Baltimore Story Baltimore — "Check and Double Check" is a big hit here, getting $9,000 in five days. six nights and one Sunday midnight matinee at Keith's, operated by the Schanberger interests. Large advertising splurges and the radio reputation of the stars helped the strong draw. The picture is holding up well and is going into a second week. Competition has not been affected. 12,000 More in 5 Days Than "Cockeyed World's" 7 Houston — While actual figures are not available, "Check and Double Check" (Continued on page 30) New Record in Chi Chicago — Here in the radio home of Amos 'n' Andy, their picture has already copped the house record of the RKO State-Lake, and is continuing at a terrific pace. In five days, Saturday to Wednesdav, the take was $39,712. Competition is hard to gauge as all Loop houses are doing good business with strong attractions, but two might have done much better if it weren't for Amos 'n* Andy. The Chicago is playing "Laughter" and the Oriental, around the corner, is meeting competition with a heavy stage draw.