Moving Picture World (Jan-Feb 1927)

CLEANERS -124 So. 5T^ MAKES SPOTS DISAPPEAR JUST LIKE ^avaloh ~ February 5, 1927 MOVING PICTURE WORLD 443 Try Johnson’s Plan For Gaining Local Goodwill Christmas All Year For These Kiddies Fred E. Johnson, of Cambridge, Ohio, reports a Christmas special for the poor children when they were entertained with a special program of shorts and presented with apples, candy and toys donated by local firms. That’s the usual thing, and a fine good will builder, but he adds : “The children of the Cambridge Home were on hand. I make it a rule to have these poor kiddies attend the Colonial every Saturday afternoon during the Winter. During the Summer they are my guests twice a week, and they can’t enjoy it any more than I do. They are also a great audience.” It’s a wonderful thing for the dependent children and we do not believe that Mr. Johnson considered the goodwill feature when he started the scheme, but it certainly does not hurt a house any to show a kindness to these friendless little ones. There was also an interchange of presents between the staff that helped to further the Christmas spirit. Crashed Parade Tailing a circus parade is old stuff, but C. T. Perrin crashed a parade designed to advertise a coming football game in Pueblo, Col. He paved the way by inviting the team, the coach and the principal of the high school to visit the current attraction at the Rialto and on the parade he had two men in football dress riding a Ford car and carrying a banner which read on both sides “We are going to see Red Grange in One Minute to Play at the Rialto Saturday, Sunday, Monday, Tuesday.” It Was the only banner in the parade. Arrived at the field, the banner was parked in the infield while heralds were showered on the stands. Gave An Auto To hold up the receipts the week before Christmas, Warren Irvin of the Imperial Theatre, Charlotte, N. C., bought a touring automobile and put is on display in the lobby, announcing that it would be given to the child turning in the largest number of coupons. A coupon was given with each ticket and these were collected by the children, and the youngsters made repeaters of their families and friends. It held the business up the worst weeks in the year, and it brought in much more money than could have been coaxed in with the usual “lucky number” lottery. AN EFFECTIVE TWINKLETOES LOBBY FROM ALTOONA, PA. Planned by C. Alvin Hostler for the Strand Theatre. She is standing on a miniature of Limehouse raised two steps above the floor and masked in by1 leg drops. Chinese lanterns accent the local color. ' MAKING A CLEANUP FOR THE MAGICIAN IN LOS ANGELES A local dry cleaning concern bannered its wagons to announce that they could do a little magical stunt on stains. It helped to sink in the M-G-M title at the Avalon, and it was very inexpensive, so worth while. m r*S* 1 Football Extra Was a Splendid Exploit Because the local newspapers do not issue sporting extras, Marsline K. Moore, of the Palace Theatre, came to the front with a tabloid special that gave the game in detail and was on the street only a short time after the game had been decided. They were given free because Moore planned to break even through the use of merchant advertising in the space not used to put over the fact that The Quarterback was playing at the Palace. He got out an edition of 10,000, which gave a splendid circulation to the cooperating merchants. He also put out 6,000 rotos at no cost to the house, the back space being sold off to a local merchant. Another good seller was the autographed football presented the Texas University and put into the game after due announcement had been megaphoned. The announcer added the information that Dix was then playing at the Palace. With 10,000 score cards given in advance at the high school games, the picture was put over to the limit. Saw a Chance Out in Pueblo, Colo., the Y. M. C. A. planned an amateur show. The scene was laid in a theatrical agency, and C. T Perrin gave them a couple of one sheets for We’re In the Navy Now to hang on the painted wall and . give a professional look to the set. The “Y” was glad to get the posters and Perrin was even more glad to have his coming attraction advertised, so both were happy.