Motion Picture Times (1931)

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Page 14 MOTION PICTURE TIMES June 23, 1931. xn ■ iNi^ SEATS PRACTICAL IDEAS . . . WHAT to do! HOW to do it! WHEN to do it! BY PRACTICAL SHOWMEN Co-operative Ads Aid Bobby Jones Series Exhibitors all over the country are taking advantage of the numerous avenues for tie-ups with merchants and others in exploiting the Bobby Jones series of Vitaphone shorts on “How I Play Golf.” Few pictures have ever furnished so many opportunities for exploitation as has the Jones series. Unusual advertising has been the rule since the introduction of the series. For instance, the manager of the Strand Theattre in New Britain, Conn., was able last week to put over a cooperative page of advertising in the New Britain Record in which 90 per cent of the page was taken by golf schools, and country clubs. He had no need of interesting merchants or utilizing any of the sources that line the beaten track of most co-operative advertising. On the other hand the manager of the Cameo Theatre, in Bristol, Conn., came across last week with a page of co-operative advertising in connection with the showing of the Jones pictures by lining up exclusively with merchants and sporting goods dealers, leaving the country clubs and golf schools for future use. There have been so many of these full-page cooperative ads run in connection with the Bobby Jones series that the answer seems to be that merchants, sporting goods dealers and country clubs are eager to take part in them. Due to the exploitation that has been and is being used in putting over the Bobby Jones golf pictures it is not at all surprising that exhibitors are hailing the shorts as one of the best bets that has ever fallen into their hands at this season of the year. Educational Exploits Terry-Tooners Club Kids Help Street Ballyhoo WHEN Columbia’s “The Lone Rider,” featuring Buck Jones, •was recently shown at the Joy Theatre, Smackover, Ark., the manager got out a big street ballyhoo with kids which helped put over the picture in a big way. A truck was secured and on each side were banners announcing that the gang was going to AD it orial Tell Them CooP’ By William Jacobs The fair ones have stored their fur and spring coats. They have donned the sleeveless low-neck dresses. Men have changed to linens and cool cloths. The family is seeking the cool spots in the parks. The family car is raced along the highways and boulevards to create temporary cooling breezes. Swimming pools and beaches are drawing the sweltering crowds. Drug store curbs are lined with cars whose occupants pause to refresh themselves. These human reactions are the natural results of the thermometer registering from 85 to 95 degrees. But what have these natural reactions to do with the theatre ? Just this to our surprise: In looking over the daily advertisements on the amusement page of an important key city newspaper, we discover to our amazement that out of the fourteen important houses equipped with modern cooling plants only one, and it timidly, refers to the refreshing coolness of its theatre. Is this cause the result that managers take it for granted that everyone knows it’s cool in a modern theatre? Or is it thoughtless oversight in selling? We believe it is careless consideration to natural and timely selling angles. We further believe this obviously indicates that newspaper ads are not given the time, thought and enthusiasm their cost should command. If these theatre heads were asked why their receipts were low they would shruggingly reply, “We haven’t the pictures.” “The weather is too hot,” or “They are not going to shows now.” Our answer is “You can fill seats in these times if you utilize every opportunity to overcome natural human resistance.” Buck Jones. Each kid was supplied with a noise-maker and with the truck touring the principal streets of the town there wasn’t anyone who didn’t know where Buck Jones was being shown. This stunt proved its effectiveness and can be used on the others of the Buck Jones subjects, or any western. A special matinee for the kids is the best method to get them properly lined up in your town. Buyer’s Guide Boosts “Avenger” For the opening of Columbia’s “The Avenger,” starring Buck Jones at the Liberty Theatre, Seattle, the manager put over a ten point strike when he copped the best position on a special “buyer’s guide” gotten out in this territory. This buyer’s guide was a regular four page newspaper in two colors The Terry-Tooners Music and Fun Clubs, sponsored by Educational Pictures as a move to bring back the kids to the theatre, cfficially got under way with Sam lyman, owner of twelve theatres n Philadelphia starting actual work on the organizing of the Terry-Tooners Club for each of his twelve houses. Mr. Hyman’s Cameo was the first in his string of theatres to start the club, Saturday, June 20, being the date scheduled for the first meeting of the club. Joe Rivkin, Educational exploiteer, has developed a tremendous campaign to put the clubs over on a big scale, nationally. The Hohr'"’ Company, which has had an xclusive tie-up arrangement with Educational for a number of years, s cooperating on the new idea, with harmonicas and other chilren’s instruments. The toy symphony, a new idea in rhythm, which has been adopted y many schools of music and experimental schools throughout the ountry, has become tremendousy popular, and will be one of the >rincipal features of the club. Ehildren with no previous musical raining may join the toy sym)honies. Endorsed for its inestimble value in teaching children hythm, the club will have the support and strong backing of schools and other educatioanl associations. A full line of accessories to be used by the exhibitor inaugurating a club at his theatre is being made np by Educational. Already membership buttons bearing the club name and a special design by Paul Terry, creator of the Terry-Toons, are being distributed among club members. Mr. Hyman has booked a new Terry-Toon into the Cameo for the first meeting. and contained ads of all the leading merchants. The manager of the Liberty Theatre offered two tickets for the price of one, and on page one of this paper secured a bold streamer clear across the top, as well as the lower half of the first page for his ad, which was run in two colors.