Motion Picture News (Oct-Dec 1930)

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-V o v e m b e r S , 19 3 0 Motion P i c t u r e N e w s 65 MANAGE l?r KOIJND TADLt club Jean La Roe Gave Newspapers Her Impressions Of City The activity Jean La Roe displays out around Columbus, Ohio, where she handles the publicity for the J. Real Neth string of houses, has long been an object of interest to the Club members, who have watched her work ever since her name first appeared on our pages. Her recent activities cover numerous stunts that she engineered to secure publicity for the houses. When she made a trip to New York recently, upon her return to Columbus, she wrote a couple of columns of text on her visit for one of the newspapers, and, we notice, upon careful scrutiny that she took especial pains to mention that certain pictures coming to the Neth houses were corking films. Which is just another way for grabbing free space. A stunt that goes over very well for her, and one that has not as yet failed, is that of having children submit sketches of stars in the pictures playing at the Neth houses. Through a tie-up with the local papers, she secures space in the columns, awarding passes as prizes. This angle, for some reason or other has become a great favorite with the residents of the city, and it is nothing to find a few hundred or so replies to every contest run. Along with this story, we are presenting a sample of the advertising turned out at the house. You will notice that it is simply but effectively done in black and white, conveying every impression intended and striking, in its novelty, which may be seen in the special suit worn by Oakie and the facial expression. This, combined with the background, further aids the ad's effectiveness. As Miss La Roe is perennially active out around her district we will have some more of her work to pass along in the near future. We want to thank her for letting us see this and we are sure she will have some more fine slants on her next contribution. Saxton's Syracuse Stunts Garner Lots Of Free Publicity In Syracuse, William K. Saxton is a pretty well known theatrical figure. The distinction is due in part to the active interests he takes in civic affairs, as well as those of his own, the theatre. This popular manager of Loew's State has always had a gag or two up his sleeve to use when he thought the occasion merited it. One of his recent stunts was that of appointing a boy manager. The boy proved very capable, going out and promoting a tie-up with a local ice company on "Good News." Fifty trucks were secured, all of which carried banners plugging the ice and the show at the State. Copy read: "Arctic Ice for Dependable Service. GOOD NEWS for Dependable Entertainment." The stunt went over very well. In addition to this tieup, Saxton went out and persuaded a couple of daily advertisers in one of the newspapers to head off their copy with the title "Good News." Some free publicity was garnered from the local papers through an invitation extended the Syracuse "U" football squad to witness the film. The publicity stories appeared on the sport pages. On his next week's booking, which happened to be "Dough Boys," he planned and successfully executed a "Joy Week," comedy predominating on the screen menu. Saxton is always pulling stunts of this sort and we hope that his future activities will also appear on these pages. It's up to you. Bill. Spread A Little Sunshine! We doubt whether any theatre owner or chain executive would veto a manager's suggestion to throw open the doors of the theatre for a special morning show just before Thanksgiving, for the purpose of receiving articles of clothing or food, as the admission price for a special show. By co-operating with the local Welfare organizations, newspapers, etc.. the food and other merchandise can be distributed to the worth-while poor. And in these days there are many who can stand a little helping hand. In addition to such special shows, you can build a large box in the lobby of your theatre where patrons attending the regular performances can deposit packages for the same purpose. The newspapers will certainly get behind a move of this kind and carry stories and announcements regarding same. Your own program and screen should also be used to publicize this worth-while campaign. Among other suggestions along these lines, we recommend: Potatoe matinee for the kiddies with a bag of potatoes or some other vegetables as the admission. Old toy shows, with all youngsters attending leaving one or more old toys. These can be repaired (if necessary) and repainted, and then distributed or held until Christmas. However, we have conveyed our own thoughts on the subject. Whatever you can successfully work out along these lines will answer the purpose, BUT do something. Theatre Front Was Well Designed For Selling Of Feature While we'll agree that those showmen who handle the Stanton Theatre in Philadelphia, Pa., have every right in the world to take pride in their work, to the extent of shooting us in their corking display on "Scarlet Pages,'' we think that they should have given us their names so that we could credit them with it, and let the rest of the show world know who turned out the work. This front display had everyone who saw it talking. The photo does not really do it justice, as the camera cannot capture the startling color effects that were used. Looking at the photo closely you will observe the novel art pieces in the form of an opened book that carries the theme of the picture. On one page the title was splashed, on the other a still scene enlarged and made into a cut-out was placed. Appropriate copy was contained on the page. The valance under the marquee contains effective copy also. This valance, we believe, was made up in red, carrying silver letters. SCAHIET PAGES WITH ELSIE FERGUSOa cue i HAUIOAY HARIAX HltOK 1 GHAUT WITH NIDHITE SHOW SUHOAY KITE IE 01. AN ■ 1 k r^^^*J£*^ H^l ^3 The front created a lot of talk that resulted in word-of-mouth comment for the picture, in this way giving it publicity that was very valuable. We hope that we will hear some more about what is going on down around this house.