Motion Picture News (Oct-Dec 1930)

November 8, 1930 Motion Picture News 69 (ViANAGEPr ROUND TABLE CLUE Moon Handled the Greater Show Gag In Showman Style Due to the corking campaign planned and executed by Russell B. Moon, director of advertising and publicity for the Fox New England Theatre, the circuit houses enjoyed unprecedented success along the business building, publicity, and good-will lines. Tie-ups with the Saturday and Sunday papers of Meriden, Port Chester, Greenwich, Bridgeport, New Haven, and Waterbury, Conn., netted Moon special sections in which to announce the arrival of the Fox "Greater Show Season." Full page advertisements, right on the front page, carried in bold type the announcefox-pou theatres creater show section ment of the new season, with the other six and eight pages making up a section that carried the ads of the local merchants and pointed out the value of tie-ups with the theatre along this line. It also stressed the fact that "Greater Show Season," through the quality of the shows, would bring more and more people into town, thereby aiding business considerably. Interspersed throughout the advertising were stories regarding the production of pictures, stories of the activities of the executives and stars, as well as many new "personality" photos of the stars and feature players. Moon also edited an eight page tabloid newspaper, printed on green stock, which was distributed to the patrons of the theatre during the celebration. A couple of pages from this paper are reproduced here, and you can see its effectiveness for yourself. It was called the "Fox Talkie News," and, as you will note, the "O" in Fox contained "The Last Word," the season's slogan. The rest of this paper carried fashions, editorial matter, cartoons, reviews, and feature stories of the players and their work. Thousands of copies were distributed by the theatres and taken home by the patrons. Benefit Performances! Several weeks ago we mentioned the many valuable slants on tying up with the various local organizations for the purpose of promoting Benefit Shows in your theatre. We call attention to the profitable, as well as good-will angles in this idea. Apparently many wide-awake showmen recognized the logic of our reminder and we have received quite a few interesting letters regarding this type of tie-up. While they vary a great deal in the way they were handled, they, nevertheless, prove that a friendly suggestion of any merit will be snapped up by showmen everywhere. We were prompted by the fine reaction to again mention this idea. If you need help in the way of how to go about arranging such Benefit Shows, or want to know how best to figure the split in receipts, refer back to the issue of October 18th, or drop us a line and we'll gladly help. Weiss Is Walloping Out Some Showman Homers At Florida ^IlalkieJpX] GREATER SHOW^r „, jiiiin mhmhmmk thrill* millions arm stw. "COMMON CLAY" Greatest Screen Drama If rot/ DO NOT CAKE TO ILAD THIS IKTERTJTINC IHE£T jundlv pmtmmm T'gu _, I These unusual ideas, together with many other stunts, made the Connecticut public conscious of the message Moon was endeavoring to convey, the result being that they all flocked to the theatre when the first film of the special season made its appearance. Being that much sold, they were ready to see the rest, too. Let's have some more of your work, Russell. Just to give us a line on what he is doing, now that he is handling the job alone, Al Weiss, formerly of the team of Weiss-Perlberg, Inc., and manager of the Florida Theatre in Jacksonville, Florida, passes along some of his recent activities. On "The Dawn Patrol" he secured an excellent tie-up with the public library, securing space in the institution for a panel with stills and reviews on the attraction. The library distributed 5,000 book markers and also displayed a half sheet art card in a prominent spot. On "Good News" he secured a full page co-operative ad from the Florida Times Union — the first one that the paper ever consented to take part in. A two-inch streamer across the page carried the heading, "Good News For Jaxons." This helped to put the picture over to satisfactory receipts. On "Raffles" he pulled the key stunt that nearly always clicks. He had on hand, a lock, with five thousand keys, of assorted fits. But few of the keys would open the lock. On each key he attached a small shipping tag with copy: "If this key fits the lock at 140 East Forsyth St., Ronald Colman will give you a pair of passes to see "Raffles" at the Florida Theatre." The space on back of the tag was sold to a dealer in Yale locks and the cost served to pay for the printing of the tags. The windows at 140 East Forsyth Street were all whitewashed, with small apertures in the form of keyholes being left for people to peer through, and observe a cut-out inside of Ronald Colman busily engaged in cracking a safe. The stunt attracted much attention and caused a great deal of comment from everyone witnessing it. Then Weiss had a good-will builder for "Doughboys." He announced that he was going to run a special matinee for children, under twelve years of age, who would bring doughnuts to the theatre. Three doughnuts entitled the bearer to a free admission. The doughnuts were given to the Salvation Army and it is interesting to note that over four hundred pounds of doughnuts were received. The announcement of the special matinees was broadcast at the weekly meeting of the Kiddie Club, and, in this manner, the message was conveyed to some 1100 children. These activities seem to show that Al is going to carry on and endeavor to hang on to the record created by the incorporation when they were operating. It's oke by us, Al, only we want to be kept posted often on what you are doing. The Real Club Spirit! "All For One And One For AW*