Motion Picture News (Oct-Dec 1930)

48 Motion Picture N e w s December 13, 19 30 MANAcercr hound table club How Do You Like These? Scat^ SM CREEPS *gj at, (3jr i ^»^ffl_reeps j^ LOBE Joe Weil, demon exploited and publicity man, is responsible for the assembling of this group of ads. You may recall his last layout on "The Lady Surrenders." We were more concerned over the individual layouts rather than the text in this group, so we did not "blow" it up to a larger size. Some good angles here boys. They ought to prove helpful. Three Girls Formed Bridal Party As A Plug For Picture Three girls featured in a recent street ballyhoo used by A. P. Barry, manager of the Polk Theatre in Lakeland, Fla., to sell the attraction current at the house. ==^^=^=^^=== One of the girls was dressed as a bride and the other two as bridesmaids. The girls rode around town in an open touring car — with a chauffeur to pilot them. Banners on the car with copy pertaining to the picture, theatre and playdates and the three girls gave the picture an excellent publicity break. Barry also had a unique-looking lobby display that attracted plenty of attention. This display consisted of a large pile of old shoes placed in a corner of the lobby with a sprinkling of rice on and around the shoes. On top of these shoes was an art card reading, "Waiting for Joan Crawford in OUR BLUSHING BRIDES." During run of picture, the rice was sprinkled in front of theatre on the outer part of sidewalk. The stunts went over to great results, the theatre receiving a lot of publicity and additional business as a result. We'd like to hear some more concerning Mr. Barry's work, and we hope that he will pass it along to us. And include your photo and some dope on yourself, also, "A. P." McKoy Falkenburg Are Active Miami, Fla., Combination And still another method of securing free publicity in the newspapers comes to light. The stunt was executed by James McKoy and Francis Falkenburg, manager and as sistant manager, respectively, of the Olympia Theatre in Miami, Fla., down where some fine work is displayed. When "Good News'' first broke upon the theatre horizon, a tie-up was effected, by the producers, with a nationally known manufacturer of phonograph records. The company distributed special stills, showing the stars of the picture bearing a record apiece plugging the picture. Falkenburg secured one of these pictures, had his artist blank out the record plug, and, in white, stencil in "The Olympic Theatre (on one record), through the courtesy — of the Herald — offers Jliamians — 'Good News'." The still was then taken to the Miami Herald and used as an advertising plug on the amusement page. This is but one of the many examples, that we have come across, where a showman has used his head to good advantage. Securing publicity in this manner is a stunt that would do credit to any showman's ability. Keep it up, Francis. Open Letter Ad Was Used by Forrester To Help Sell Show An Open Letter Ever since the open letter idea proved to be a winner in the amusement field, showmen have used it often. It has been utilized to plug pictures, to plug service staffs, to plug sound, to plug the theatre, and almost anything of interest to show patrons. It is generally conceded that in the open letter may be found one of the most potent mediums of a showman's Campaign and one that is especially studied. When "Renegades" played the World Theatre in Kearney. Neb., recently, Eddie Forrester, live-wire manager of the house, whose exploits have appeared on our pages before, decided to adopt the open-letter slant and use it in his newspaper advertising. He followed through with his resolution and the result was the ad which we are showing. We understand that the ad created somewhat of a sensation when it first appeared in the local paper and aroused the interest of every amusement seeker reading the pages devoted to theatredom. Young and old perused every line. As the film was booked in for Friday and Saturday, it meant that the kids would be there in droves on the Saturday matinee show. And they were. If you'll study the copy closely, you will see that it is especially fashioned along the lines that the head, "To All Thrill Seekers," implies. An ad of this sort, simply made up and carrying copy that sells, will always bring in additional business to the box-office. But again, as we have done before, we want to point out that it is well not to use the open-letter stunt too much, as persons becoming used to seeing it will attach no importance to your message. It is best used when you have a picture or a feature that you are certain will please the public. And being located in the town, you should know the public. Oke? To All Thrill Seekers! If jM twllj like action that is thrilling to the extreme — the "kind that slirs your blood anil makes you want to shout encouragement — then yon ore just the person who is going to doubly enjoy RENEGADES Take "Beau Gcsle" add a little romance and plenty of different chnrtir it ,ill up together and \ou have the thriller of thriller* "Renegades" With Warner Baxter— Noah Beery Myrna Loy Of Ibc screen's fm«! stars, in a Belting of ibi gre.it desert, ■ tterelt-i an American and an Engli t.ujjn ruling rin which distinguishes . " «" a tu\ ■ ■ thai tot j Bdl don't forget, ibc last «l,. ■ m? 1 Bebe H. Ls in IHXi w.\ with Wheeler nn.l Wooltej -WORLD FRIDAY — SATURDAY