Movie Age (1927)

PAGE 20 MOVIE AGE Live Monkey Given Away for “Enchanted Island” Stunt H. P. Vonderschmitt, owner of the Indiana Theatre in Bloomington, Ind., during the showing of the Tiffany pro¬ duction, “The Enchanted Island,” pack¬ ed them in with the offering of a free, live monkey to the holder of a lucky number. A week before the opening of the pic¬ ture, Mr. Vonderschmitt tied up with the local newspaper, the Bloomington Telephone, and all during the engage¬ ment of the picture stories regarding the contest appeared in it. Coupons con¬ taining a number and a reproduction of a scene cut were given out to all pa¬ trons during the matinee and evening performances. On the opening day of the picture, the theatre broke in the Bloomington Telephone with an advertisement two columns wide and fifteen inches deep which brought crowds to the theatre that evening. The manager also made use of the at¬ tractive lobby photos and had the front of the theatre dressed as a tropical is¬ land, the locale of the picture. Clara Bow Double in Straw Costume Used1 For “Hula” “WANTED — Girl Resembling Clara Bow.” That’s the ad that appeared in a local newspaper, with further infor¬ mation that applicants should report at the Allen, Cleveland. As proof that the ad attracted attention, more than fifty girls applied. Miss Ida Fierman, 12005 Kinsman Road was selected as most nearly resembling the Paramount star. As soon as the selection was made, Miss Fierman was fitted to a 1928 Hula cos¬ tume. In this costume she will inhabit a straw hut built in the Allen Theatre. She will play a ukulele. But there the attempt to create Hawaiian atmosphere for the the Clara Bow picture, “Hula,” will end. For more atmosphere patrons are referred to the auditorium, via the box office. A Masked Woman Exploits “Masked Woman” in South Dewey Mousson of the Knickerbocker, Nashville, Tenn., sent a masked woman through the streets during the showing of First National’s “The Masked Wom¬ an.” Advertisements in newspapers, heralds, and slides announced that free tickets would be given to those guessing the woman’s identity. A taxicab com¬ pany pasted signs on the back window of all taxicabs. Business profited by the campaign. An AD-itoral By R. C. “BOB” GARY Let’s get together and talk this over. The show business is not al¬ together unike the strictly com¬ mercial field of industry, but, whereas, the merchant sells a customer something tangible that he can carry away with him, all you can sell is a mem¬ ory of an hour pleasantly and profitaby spent in worthwhile recreation, and in sufficient volume to sell your show to pro¬ spective patrons. However, you have it on the merchant who has to spend con¬ siderable money for advertis¬ ing experts, or else have his ads reveal an amateurish attempt. You have at your disposal the work of the highest paid and the most proficient men in the field, with a world of ideas ready for use. I refer to the accessories on all motion pic¬ ture attractions. Now, Mr. Exhibitor, are you doing yourself, your shows, and your theatre justice by using the accessories in large enough quantities, or are you penny wise, and niggardly in your purchases of the very thing that will insure real BIG business and proper returns on your shows? Barnum has been dead over a score of years, yet his name is a household word, even at this date. Wouldn’t he be as forgotten as last year’s straw hat, if he hadn’t circused his attractions, plastered every available space with his paper, and bring home to the people with sledge hammer blows the everlasting fact that BARNUM CIRCUS is in town? Why not try to follow Barnum’s meth¬ ods in your town. Pep up your shows. ADVERTISE, ADVER¬ TISE and ADVERTISE. _ Kellogg Co. Exploits Denny Film in Battle Creek, Mich. For some weeks past the billboards, car cards and newspapers have been in¬ forming the reading population of these United States that “Reginald Denny Peps Up with Pep,” and so it was not surprising when Denny in “Fast and Furious” arrived at the Bijou Theatre in Battle Creek, Mich., the home of Pep, that one of the peppiest campaigns yet put on for this Universal super-comedy was staged by Manager Ted Force work¬ ing with the Kellogg Company, makers of this well-publicized breakfast food. Tuesday night is one of the poorest show nights in the week in Battle Creek, and so it was chosen for special exploitation. It was designated “Kell¬ ogg’s ‘Pep’ Night” and five thousand tickets were distributed among Kellogg employees which were worth 15 cents on a 50 cent admission. The Kellogg Band of 40 men paraded through the main streets winding up in front of the thea¬ tre before the first evening show where a concert of five or six piece was given. The organization was then the guests of Mr. Force at the screening of the pic¬ ture. Instead of the usual sparce at¬ tendance on this Tuesday, Mr. Force found himself with all three shows packed to capacity. Host to M. Ds. as Tie-Up For “The Country Doctor” John F. Royal, manager of Keith’s Palace Theatre, was host to a group of Cleveland’s oldest practicing doctors last Monday at a dinner party at the Statler Hotel, followed by a theatre party at the Palace to see the picture, “The Country Doctor.” Wide publicity was given the stunt by all local news¬ papers. In fact, the names of the oldest doctors were secured through the col¬ umns of the papers. Personal stories of well known local men were dug up in this publicity campaign which was staged by “Hank” Simmons, Pathe pub¬ licity expert. Columns of space were devoted to these stories, all of which were linked up with the picture, “The Country Doctor.” Clara Bow Sundaes During the run of “Rough House Rosie” at the Palace, McAlester, Okla., the manager, Ralph Noble, arranged a tie-up with the confectionary stores. With each sale of a Clara Bow Sundae, the store gave away a picture of Clara Bow. Each store was presented with a large cut-out of the star. The stunt was profitable to the theatre as well as to the soda stores.