Motion Picture News (Oct-Dec 1930)

D ec ember 20 . / Motion P i c t u i e A i 49 MANAGenr ROUND TABLE CLUB I Personal Appearance Of Kid Star Helped Shewell Grab Space The personal appearance of Davey Lee at the Strand Theatre in York, Pa., was the signal for George Shewell, manager of the Rialto Theatre and handling publicity for all of =^=^=^^=^^^^==^= the Warner houses in York, to shoot with a full-page ad plugging the child star and the feature film playing the Strand. Seven of the leading business enterprises in York were tied up on the page. Numbered among them was found a bakery, a toy shop, a music store and a number of other establishments. In every ad a cut of the kid actor was placed. All of the copy was tied in so as to read that Davey Lee endorsed the various products. Even the hotel at which the kid resided while in York was featured on the page. A streamer head, running across the layout, stated that "Davey Lee, Now at the Strand in Person. Endorses These Products." When the page made its appearance in the paper it was met with plenty of interest. And it was the sort of interest that resulted in the reader resolving to purchase a ticket to the house to see the kid. At the conclusion of playdates, both dealers and theatre were more than satisfied with the results obtained. The small cost that they paid out for their part of the advertising was more than regained in the publicity that followed by word-of-mouth, etc. We want to thank George for letting us see this one, and we hope that we will hear from him again real soon, as the work he turned out in the past more than spoke for itself. it up and use it for the Christmas holidays if you think that the gag will click in your town. Lamm Sprung Novel Stunt in Lobby as a Thanksgiving Treat With Thanksgiving Day drawing close upon him, Julius Lamm, manager of the Variety Theatre in Cleveland, Ohio, decided to engineer a lobby stunt that would sell =^^=^^^=^^^=^=i people the film he was featuring on Thanksgiving Day and at the same time keep up, the tone of holiday festivity. The stunt that Julius successfully executed was a corker. A table, all set and ready for the turkey was placed in the lobby. A pretty girl, dressed like a waitress, presided over the table. As persons filed into the lobby on their way to, or from, the show, she distributed menus which were very cleverly worded. Some of our Club members may recall a similar menu pulled by Richard L. Moss in California some time ago, but in this, comedy is the keynote, whereas in Moss' herald a more serious vein was used. We are printing this menu so that you can pick THANKSGIVING MENU APPETIZER PITCH AND TOSS Little Spicy Bits of This and That SOUP A LA PATHE NEWS (with sound) You can expect to find anything in it ENTREE • A WHALE of a picture, John Barrymore With Joan Bennett in "MOBY DICK" a daring dish served with Salt Water on the side. SALAD GIRLS WE REMEMBER — Vitaphone Variety Deliciously fresh and crisp, with Very little dressing DESERT "PURE AND SIMPLE" prepared by Louise Fazenda — Cooked on a desert Isle and mixed with beautiful girls and enjoyed by young and old. DEMI TASSE OUR USUAL WARNER BROS. SERVICE at No Advance in prices. A GOOD TIP:— read both sides of this menu. It is interesting to note that Lamm paid nothing for the heralds, they being donated by local merchants whose ads appeared on the back page. The heralds also announced that a certain dealer was giving poultry away on Thanksgiving Eve. The heralds were printed in black and white on good stock. Think you can use them as a Christmas plug? Thanks, Julius, for passing this along. Let's have some more. And listen, give our regards to our many friends in Cleveland, will you, and tell them that we'd like to hear from them. WILL YOU BE THERE? WHERE? THE ROUND TABLE CLUB BEEFSTEAK! WHEN? January 13th at 11:30 P. M.! HOTEL ASTOR, NEW YORK WHY? FOR A GREAT TIME! For details and reservations get in touch with Eddie Hitchcock (Beefsteak Committee), care of Paramount Theatre, Times Square, N. Y.