Motion Picture News (Oct-Dec 1930)

72 Motion Picture News November 2 2 , 19 30 MANAcercr kclnd table club MIDNIGHT PREMIERS! For some reason or other many theatres formerly starting their big attractions with midnight premiers have discontinued that practice. What we are wondering is: did falling off of attendance prompt this discontinuance or did the theatres believe that such a gag was being overdone? Theatres located in thriving, busy communities might easily get by with such performances regulargly once a week or for the opening of their bigger attractions, but the smaller community house was certainly gambling when they tried to put over such shows. If you are still running midnight premiers please write and tell us how you are doing it and how they are panning out. This information will form the basis for a series of short articles dealing with this phase of business building. F. K. O'Kelly Will Be Represented in Future Club Issues Though he hasn't been represented on our pages in quite some time, F. K. O'Kelly, manager of the Colonial Theatre, Bluefield, West Va., promises to be more active ^==^^^^^^^__-^_^—_ than ever, on this season's product. One of his first stunts — used as part of his campaign for "Animal Crackers" — was the distribution of sample bags of the cookie confection to the patrons. No copy tying in the picture was used. The copy read: "Food for thought — see if you can figure this one out — you'll eat it up." Upon opening the bag, and seeing the animal crackers, the recipient would mention the title of the picture. Kelly made sure to follow this slant up with his other plugs on "Animal Crackers," with the result that the picture was given some widespread publicity. Incidentally, the picture went over very well. Listen, "F. K.," we want to hear some more from you very soon. And when you send in your next contribution, include your photo, too, will you? Willis Grist Had Fair In Lobby On Prosperity Week A Fair Week was held in his lobby during Paramount Prosperity Week by Willis Grist, manager of the Carolina Theatre in Greenville, N. C. Fifteen merchants were sold on the idea; each had built-in booths in the theatre lobby. To give Prosperity Week added emphasis, the Mayor issued a proclamation proclaiming the week as Greenville Prosperity Week, with everyone invited to take part. Every one of the IS merchants had attractive booths in the lobby— setting forth some of their best merchandise. As the newspaper article explained it, the booths were on display during the entire week, but the regular hours for the fair was between 3 P. M. and 5 P. M. and between 7 P. M. and 9 P. M. During these hours demonstrations were given and all questions answered concerning the various articles on display. Although an event in itself, the indoor fair did not interfere in any way with the regular screen entertainment. The merchants gave away prizes nightly and many of them gave away prizes in the afternoon, too. The merchants also ran co-operative newspaper ads which further helped to put over the fair and incidentally to promote business at the theatre. Every angle was thoroughly covered, with the result that the theatre turned in records for good-will and business. We would like to hear some more about what this showman is doing to keep them filing up to the box-office window. Keep us posted, Willis. And, by the way, when you send in your next contribution, you might also include your photo and a little dope on yourself. What do you say? Live Baby Gag Had Sioux City Buzzing About Mickey Gross They did an awful lot ot talking around Sioux City, la., a short time ago. The whole town buzzed with suppressed excitement. The reason for the strange occurrence lay in ^=^=^=^= the fact that Mickey Gross, manager of the Orpheum Theatre announced that a live baby was to be given away at the theatre on a designated night. The stunt had never been pulled before in the town and it gave them plenty to talk about. Heralds were freely distributed about the town announcing the fact that a live baby would be given away during the showing of "Little Accident." The merchants all carried cards in their windows announcing the fact. In the lobby of the theatre, Gross constructed a setting which served as a background for another plug on the picture. V\'e are showing a photo of this setting, so you can look it over and see how well he engineered the gag. A baby carriage, baby clothes, etc., were in prominent display. As most of our members know, the live baby is a live pig. How the audience laughed when the squealing animal was brought onto the stage and deposited into the arms of the blushing winner. All during the gag, the newspapers had run stories on it, and on the following day they devoted more space to it. It was a very well planned and executed campaign and Gross chalked up a record night's business. He does other things besides giving away babies. When he played "Rain or Shine," he tied up with a local insurance agency and they agreed to issue policies, not to exceed a thousand dollars, as a protection against anyone dying from laughing at the picture. Real policies were given out at the theatre to all patrons. The gag had them laughing and talking, with the result that the film was given some valuable word-of-mouth publicity that resulted in box-office gains during playdates. With Mickey continuing to turn out such ace work, we hope that we will have some more of it to pass on in the near future, as we know the Club is interested in what he is doing. Oke, Mickey? Notice to Members PLEASE be sure to notify the Chairman of any change of address. —THANK YOU.