Moving Picture World (Nov-Dec 1927)

34 MOVING PICTURE WORLD December 31, i< 1 Auto Hook"Up Useful Everywhere to Dress P CAPITOL' THUB-Fftl SAT he CAT fS CANARY 1 NEW YORK Restaurant m TOURIST HEADQUARTERS A DISTANT BANNER ON CAT AND CANARY IN MACON, GA. J. L. Cartwright used two of these! away from the house, and caught the attention of many who might not have noticed the theatre front. A spook parade, with fifteen boys, was another good sales angle. Walter Me Douell Has Interesting Mat Idea Walter Me Dowell, of the Strand theatre, Syracuse, who has become familiar to readers of this department since he took over Cliff Lewis’ job as advertising manager, in addition to his own work, is in with a new and apparently sound idea. Under the title of the K. M. R. Mat Service, Ind., the “K” being Jesse Kauffman, formerly of Metro, he is issuing a monthly manual of advertising ideas, listing around 100 cuts a month, which is sent subscribing members together with mats for the entire layout. He has two artists regularly employed, and he aims to supply a complete service to his clients, including designs to be mortised, border ideas, name plates, logotypes in regular use and practically everything not supplied by the producer press books. He does not aim to supplant, but rather to supplement the regular press book service of the various companies and to give the smaller houses, in particular, art work at considerably less than art costs. The service is sold on a yearly basis at a very reasonable price and he writes that he already has had to increase his clerical staff to handle the orders. He has not given up his Strand job, so he is in a position to keep in touch with theatre needs instead of theorizing. If he keeps the service up to the initial manual, and we believe he will better it, we think that he will give real service. What Happened? Last year the free score card was one of the best bets during the football season, but this year we have had few reports of their use. What happened? C. T. Perrin used them to advantage when The Fair Co-Ed played the Sterling theatre, Greeley, Col. He not only gave out score cards, but had the football team and a sorority as guests the opening night, to get the students talking. Reo Auto Parade Was Helpful to a Pathe Last year P. D. C. tied the Reo Flying Cloud to The Yankee Clipper, and the combination worked so well that they tied up again this year with Dress Parade, and Reo dealers have been helping exhibitors all over the country. E. E. Whitaker effected a very telling campaign when the picture came to the Imperial theatre, Charlotte, N. C. Seven Clouds were paraded the day previous to the opening, with a man from the Army Recruiting Service at the wheel of each car. Red, white and blue streamers from the radiator to the top of the cars gave a good flash, but the advertising was confined to a light truck, which was plastered with posters and banners. The cars were used only one day, but the truck was at the disposal of the theatre during the three day run. In addition a car was placed in the lob of the Imperial, and the car agency to space in the newspapers to call attention I the exhibit, and while the spaces were r very large, they were large enough to j over. The agency also contributed 1,000 copi of the Reo house organ, one issue of whi was devoted to the picture. These were past with a sticker on the front page. Popular Yets Something reasonably new is the popula ty contest for war veterans staged by Thom Shanley, of the Rialto theatre, Butte, on T Big Parade. The local paper printed a coupon good I 100 votes for ten days while the theatre ga 500 votes with each admission. Watches we used for the prizes, and made the fight wot while. TWO PHASES OF REO COOPERATION WITH THE CAPITOL THEATRE, OKLAHOMA CITY, ON DRESS PARADE The left hand cut shows a section of the Kiddie party arranged by the Reo Agent and one of the busses used to transport them to the Capitol. On the right is one of the numerous army trucks, all of which were bannered for the attraction well in advance and during the showing. Marsline K. Moore, who planned the stunts stands at the extreme left.