Motion Picture News (Oct-Dec 1930)

68 Motion Picture News November 8 , 1930 VtANACEItf' KCLND TACLf CLUB ASSISTANT MANAGERS! In order that we may dispel a wrong impression, we want all assistant theatre managers to know they are eligible for membership in the Round Table Club, PROVIDING their manager certifies as to the position they hold. Many assistant managers have important duties in their respective theatres, such as publicity and exploitation directors, treasurers, etc. We therefore feel that their activities are many times just as important to the Club pages as the managers. The reasons we make this one provision is that it is difficult for us to know whether an applicant who calls himself an assistant manager is really just that. We can check up on the managers but the managers must help us check up on the assistants and we wou[d rather they expressed their willingness before their assistants joined the Club. Local Stores Gave Free Show To Bunch Of Tampa Kiddies Get an eye-ful of the latest Paul Short stunt pulled at the Tampa Theatre in Tampa, Florida, by this live-wire showman whose work has often furnished us with many interesting and helpful suggestions that were passed on to the rest of the Club. This gag was worked with "Animal Crackers." One of the local stores, through a tie-up, invited several hundred children as their guests to see the picture. The children gathered about noon and then sang in unison, "Animal Crackers" to the tune of "Hold that Line." This stunt created plenty of excitement for a half hour and caused sidewalk traffic to be paralyzed for nearly two blocks. We'd also like to call your attention to the novel decorations, in the form of boxes of "Animal Crackers," which Short has placed under the marquee. This slant had them talking, and it did plenty to sell them on the picture also, as it served to attract the eye to the rest of the display. At 1 :30 P. M. on opening day of picture, a parade of 70 new cars and trucks took place. All vehicles were properly bannered playing up the picture, theatre and playdates. The parade of cars was led by an orchestra on a truck. All cars in line made very good use of their horns throughout the line of march to gain plenty of attention. The line of march took the cars through the downtown business sections as well as Ybor City and other residential and suburban places. With a campaign such as this, the picture was bound to go over. And click it did. Keep it up, Paul, and let us in on what else you are doing to sell your shows, also. Morris Turns Out Excellent Campaigns On Every New Show We haven't the full dope right on hand concerning the campaign turned out by Walter Morris at the Strand Theatre, Perth Amboy, New Jersey, for the World Premiere of "Only Saps Work" when the picture played his house, but we can tell you how he set about to announce the film ; and when we receive the complete campaign we'll pass it along. A special four-page booklet, printed in blue on good white stock, was distributed through the mailing list and on houseto-house deliveries to the residents of the town. The herald carried excellent copy, telling the people that they were to witness the first world premiere ever held in Perth Amboy. The herald carried the names of the stars and featured players, giving a little bit about their past performances. It met with favor wherever it was distributed. When he played "The Spoilers," Morris made up a blotter novelty that carried copy: "What Could Be A Better Rule, Than For You To Make Your Plans Now To See (Picture, playdates, etc.) ?" A small rule was imprinted at the bottom of the blotter. The blotter was distributed to banks, offices, hotels and restaurants throughout the city. As you can see, the "life" value of the blotter was enhanced by the ruler angle. For another plug on the same picture, he bought a bunch of tags similar to those used by express companies. The tags were imprinted with copy: "Be Happy! Prosperity is here to stay. AN EGG like this would have sold for two dollars in Nome, Alaska, in 1900 for its lasting quality — Hen Eggs sold for $12 per doz. We bring you Life, Love and Adventure, as lived there in the Gold Rush days in (Picture, Playdates, etc.).™ An imitation, glass, hen egg was attached to the tag. The eggs were secured, at small cost, from a local dealer in novelties, and were wrapped in bright colored paper. They were distributed through the prominent local grocery stores and placed in each bag of eggs sold, three days prior to the opening. Plenty of laughs were occasioned when the stunt first made its appearance and through this angle the picture received enough publicity to sell it alone, even though Morris did cover the rest of the angles as well. We are also showing with this story, a couple of fronts created by Jack Hodges, who handled the house before Morris. Look them over and see whether you can pick out a couple of slants that will help you with your art displays. Thanks, Walter, for keeping us up-to-date on your work. We are sure that you are going to continue your live-wire showmanship and we look to hearing of some more, because from the way you Jersey showmen in the Publix outfit are stepping, there are bound to be any number of valuable angles to be found in your work, which can be passed along to the Club. "The Stamp of Real Merit" Your membership in the Managers' Round Table Club