Motion Picture News (Oct-Dec 1930)

02 Motion Picture News November 2 2, 1930 MANAGER!' ROUND TABLE CLUB Dear Mike Simmons, Sono Art-World Wide Films: Sorry to say that we don't reproduce letters such as the one you sent me reading, "Gentlemen: I want to compliment you on your picture 'Hello Sister.' The picture is very entertaining and the recording is wonderful. (Signed) Blake Amusement Co., Louisville, Kentucky." Hope you won't mind our passing it up as we alwavs like to accommodate an old friend. "Chick" Lovett Continues To Display A Lot Of Fine Showmanship "The Most Talked About Theatre In the City," is the way J. Fred Lovett, sub-bills his house, the Royal Theatre, Olneyville Square, Providence, Rhode Island, on his house — " — ^^^— — ^-——— organs. After looking at Fred's campaign for "All Quiet On the Western Front," we think that if he is going to turn out winners like this consistently, he should bill it "And the most talked about showmanship, too." For his selling of the war film, he tied-up all of the local newspapers. As a street ballyhoo, he sent out trucks, manned by three soldiers apiece. The trucks had German machine guns mounted on them. 8,000 special heralds were distributed. A special ad was inserted in a veterans' paper, and editorial comment was also given. The paper containing the editorial comment was mailed to 5,000 veterans in the state. We are showing a photo of the lobby display that was used for the picture. The war material was loaned the theatre by the veterans. •■• 53 »*'■■■' The entire house staff was dressed up in German military attire. The doorman blossomed forth as a Major, complete even to the monocle. The ushers were German privates, and the head usher a lieutenant. The ticket seller was transformed into a German Red Cross nurse. 1,000 newspapers containing the "All Quiet" editorial were passed out two days before the opening. On the opening matinee, 24 Civil War veterans were invited to attend the show. Before the house opened, the ushers, who had been drilled in the goose-step, gave an exhibition. Nearly every possible angle was covered by Lovett on the campaign, even to the extent of his making speeches at three American Legion posts in the town. So it's small wonder that the picture wowed them, packing the house from opening to closing. Along with this story, we are reprinting the copy that appeared on the front cover of his program. In this special edit;on he gives ten reasons why the people should see and hear his shows at the Royal. Maybe you can make use of these reasons on your own programs. At times, Lovett varies this make-up to put in plugs on his kiddie business and other angles. The heralds are printed in black on yellow stock paper. A MESSAGE FROM THE MANAGER: 10 Good Reasons Why You Should SEE and HEAR the biggest and Best Selected Talking Pictures at the ROYAL THEATRE: 1. It's one of the Best Theatres in the City. 2. You can save Time and Discomfort by becoming a steady Patron Here. 3. You can save enough Money on our scale of Admissions so as to enable you to See the various changes of Programs during the week. 4. It offers you Greater Show Value than any other Theatre. 5. It has the same Sound System as the Largest Theatres in the World. 6. Western Electric Sound, Sounds Best Here. 7. All the Big Hits of the Talking Screen Shown Here. 8. A Homey Refined Atmosphere that adds to the Enjoyment of the Performance. 9. A Community Amusement Center where you will Always Meet your Friends and Neighbors. 10. A very good place to go to for Comfort and the Enjoyment of a Good Show. J. FRED LOVETT, MANAGER. With so much activity being displayed by our members in Providence, we are sure that Fred must be doing some pretty fast stepping, but if he continues the work he is turning out, he should be leading the field before long. Let's have some more Fred, so that we can see how you are making out. Miller Tied Up With Local Cops And They Plugged Picture Still another way of cementing friendly relations with the local police is that used by F. J. Miller, manager of the Imperial Theatre in Augusta, Ga., whenever he has a picture to play on the type of "Manslaughter," which incidentally happened to be the film he made on this recent tie-up. Fifty cardboard signs were placed at all curves outside the city and on traffic towers within the city. Copy on these cards read: "You are urged to drive cautiously and avoid the possibility of MANSLAUGHTER." A number of the sidewalk traffic stands were placed in front of hotels, theatres, public buildings and all other locations where parking is not allowed. Copy on these signs read : "Do you realize it may mean a conviction of MANSLAUGHTER if you run down a person through reckless driving? DRIVE CAREFULLY is a City Ordinance Requirement." Arrangements were also made with an authorized wrecker service to place a large banner on all cars pulled in one week in advance; copy on these signs reading: "Be Careful and Avoid Being Tried for MANSLAUGHTER." This tie-up was made with the city officials, who employ a wrecker. Saturday before Monday's opening, small cards bearing copy about picture, theatre and play dates were distributed in autos and other places. This was the first announcement of the much-discussed title being a picture. 16 YEARS OF SERVICE! Sixteen years in one house is a record to be proud of in these days of retrenchments, amalgamations, consolidations, etc. The high honor belongs to Jules Bernstein, who for the past sixteen years had been located at the Loew's Toronto Theatre in Toronto. Ontario, Canada. Give Jules a hand; he certainly deserves it!