Motion Picture News (Oct-Dec 1930)

N ove in b e r 2 9 . 1 93 0 Motion Picture News 49 MANAGER!" POUND TABLE CLUB Eight Ball Babies' •'Check And Double Cheek" Clicked Oke If we were to attempt a setting forth of the complete campaign covered by Earle Holden, manager of the Fairfax Theatre when he sold "Amos 'n' Andy" in Miami, =^=^=^^^=^^^^^^=^ Fla> it would take up more space than we can spare at the present time ; so we are presenting only the highlights. A street ballyhoo — a photo of which we are showing with this story — was used a week in advance. The ballyhoo attracted a lot of comment from the persons on the streets. It visited the downtown business section, and was parked for a time. The boys driving the car engaged in the famous dialect of the comedians and "sho-shos," and "regusteds" predominated. Through a tie-up with WIOD, the station broadcasting the nightly Amos 'n' Andy programs, Holden secured a mention directly after the broadcast in which it was stated that the Fairfax was going to play the first motion picture made by the colored comedians. The announcements were made for a week in advance of playdates. A special prologue was used at the theatre in connection with the trailer. A radio set was placed on one side of the stase; two stand microphones, on the other. Radio was a combination victrola and radio set. The theme song of the picture was played on the victrola attachment. A spot was focused onto the "mikes" as the Assistant Manager of the theatre walked out on the stage, struck a gong — known to many as the signature chime of the local station — and made the regular station announcement, saying : "We will now take you to New York for Amos 'n' Andy." The spot was then thrown to the radio, as the theme number of the picture was transmitted over the victrola attachment. At the conclusion of the song, the spot was trained on the center of the curtain, which opened upon the trailer. Plenty of free publicity was secured in all papers. Stories were also landed on the radio pages of the sheets. Every radio store in town was tied up, and all dealers tied in their regular ads with the picture. One of the local taxicab companies was tied-up and they agreed to display on the back window of the cabs, a sign reading: "The meter on this cab has been Checked and Double Checked. Ride this cab to the Fairfax to see and hear Amos 'n' Andy in 'Check and Double Check'." The angle proved a corker for boosting business and plugging the film. The corresponding card number gag was also used by Holden. He made up a number of small cards, to serve as heralds and distributed them about the town. A notice informed persons that if the number on the card corresponded with one on a board placed in the lobby of the theatre, the holder would be given a free ticket to the show. The lobby was jammed from morning till night with persons matching their cards. A special award was offered to the member of the Fairfax service staff who could secure the best tie-ups on the picture. The boys stepped out and did some knockout work. The winner of the award tied-up a bus company that hitherto could not be approached, and secured permission to place cards in the buses plugging the picture. It was the first time a tie-up of this sort had ever been secured. These activities tended to help the picture towards its sensational business. Therefore, we are passing them along. "The Shoiwnan's Calendar " AN EXCLUSIVE CLUB FEATURE Check up on these dates each week and see how you can turn them into "money dates" for your theatre. Each new month offers new days of untold opportunities. DECEMBER Dec. 6 St. Nicholas Day (Patron Saint of Children) Dec. 7 Decoration Day (Cuba) Dec. 8 Immaculate Conception (Quebec) Dec. 8 Eli Whitney's Birthday (1765) Inventor of Cotton Gin Dec. 10 Peace with Spain — signed at Paris 1898 Dec. 11 Alfred Nobel's Birthday (1833) Founder of the Nobel Prize Dec. 12 First Marconi Wireless Across Atlantic (1901) Dec. 13 Heinrich Heine's Birthday (1797) Dec. 16 Boston Tea Party (1773) Dec. 17 Wright Brothers' First Successful Aeroplane Flight Dec. 21 Shortest Day of Year Pilgrims landed at Plymouth Rock 1620 Dec. 25 Dec. 26 Dec. 28 Christmas Washington Crossed the Delaware (1776) Washington defeated British at Battle of Trenton (1776) Woodrow Wilson's Birthday (1856) Can you tie any of the above events into your theatre's activities? And don't overlook the many local events that are constantly turning up right in your own town, county or state. Keep an eye on "The Showman's Calendar" for an advance tip on Suture holidays and events.