The Moving picture world (July 1926-August 1926)

The Second Annual National 3 Qr eater Is/lovie Season Celehrating the M.otion Picture's Thirtieth Birthday Cleveland and Buffalo in Q. M. S. Rivalry ^-p^WO KEY CITIES, Cleveland and I Buffalo, each putting on unusual and A unprecedented group-theatre campaigns to interest and attract the public to motion pictures during August, are competing to lead the Nation in the percentage of box-office increase during Greater Movie Season. These two Lake Erie cities, both far advanced in the art of photoplay presentation, are neck-and-neck in the competition which developed while the general GMS Committees of the two towns were in session simultaneously. "Can any other city in the United States equal the Cleveland Campaign?" asked J. J. Harwood, president of the Cleveland Exhibitors' Association, after W. H. Raynor, general chairman of the Qeveland Greater Movie Season, had announced the personnel of a civic committee containing the names of seventy-five leading men and women in Cleveland who are helping with the details of that city's GMS. Word had reached Cleveland that Buflfalo's plans called for a series of unique events which would develop a great increase in August business for every theatre large and small co-operating, which in Buffalo means every house within a radius of twenty miles of the town as well as those in the city. "Irrespective of what Buffalo is doing, I am convinced that Cleveland's city-wide celebration will be the dominating achievement of this year's campaign," answered Mr. Raynor. Whereupon, as both Cleveland and Buflfalo committees were in session, this telegram was despatched to Buffalo : Al Beckerich, Chairman, Greater Movie Season, 71 Root Building, Buflalo, K. Y. "Cleveland challenges Buffalo to set record for nation in Greater Movie Season returns. Will you accept? "W. H. RAYNOR, "Chairman Cleveland GMS." This message was sent to Beckerich, who for the day was acting for J. H. Michael, general chairman for Buffalo, who was meeting with a special exploitation committee for that city. The challenge was accepted instantly. With these two cities competing against each other directly as well as against the other cities of the country generally it is interesting to compare what each is doing as a means of stimulating business during the torrid days of August while Greater Movie Season is impressing upon the public that photoplays "have no season," thereby increasing in a big way the box-office returns for an otherwise "off" period. Cleveland is making the event a civic demonstration. Buffalo is reaching out from every theatre and from the newspapers and screens to create interest and business. Incidently both campaigns are under way in telling fashion. Following are a few of the events for both towns as announced by Chairman Raynor and Chairman Michael: How Cleveland Will Do It Special sections in the three leading newspapers. Co-operation from a citizens' committee composed of 75 leading men and women including the City Manager, Director of Public Safety, Judges, civic leaders and representatives of all the women's clubs. Mardi Gras on the night of Monday, Aug. 16. The campaign will be started Aug. 2 and will grow in interest until the Mardi Gras on Euclid Avenue. Forty window displays on Euclid Avenue and twice that number on other thoroughfares are being decorated for the celebration. The Association of Building Superintendents of the city will have charge of the sending up of 10,000 balloons many containing passes to the theatres. Campaign headquarters consisting of two private offices, a reception room and receiving and shipping department have been opened and are functioning on Euclid Avenue. Stores on Euclid Avenue are decorating with the National colors and city colors for the Mardi Gras. Merchant prizes are being offered for the best amateur jazz band in line; for the funniest costume, for the best decorated motor car owned by an individual, for the best mercantile float, for the best theatre float, for the best imitation of a movie star. A complete publicity department has been organized for the promotion of the Cleveland campaign, and for the purpose of keeping the Greater Movie Season before Clevelanders from now imtil the big Mardi Gras. This department has prepared a comprchen 1-col. ad. cut from GMS Press Book sive publicity program. It is under the personal direction of M. A. Malaney, publicity director of the Loew Theatres of Ohio. Malaney, while chairman of the publicity committee, is also actively at the head of the publicity department, passing on all stories, and providing the general exploitation campaign, which is unusual in many respects. Seven bands in addition to the volunteer musicians have been engaged. Entry blanks for the Mardi Gras and parade are being printed in newspapers and being distributed by theatres. Prominent citizens will make the awards. The names of the judges will not be announced until the night of the celebration. Publicity headquarters have been established to aid the newspapers. The Cleveland Plain Dealer is conducting the GMS contest. Theatres have been cleaned up and dressed up and have been gaily decorated inside and out for the occasion. Cleveland's climax will be the Mardi Gras. This function has been officially sanctioned by the city. Traffic on Euclid Avenue from Public Square to 105th Street will be detoured for the occasion. Here's Bu£Falo's Plan For the "Season" In the Bison City, both exchanges and theatres are co-operating to outdo Cleveland. The Buffalo committee is having a pretty girl chosen by vote in each theatre to represent that theatre in the parade. The prettiest of the pretty then will be elected as "Buffalo's most beautiful gjirl and will appear in all the theatres." Thus Buffalo is giving every exhibitor a tremendous play before the parade. From twenty to fifty aspirants to represent each theatre are competing. Photographs of the contestants are placed in the theatres where a ballot box receives the votes. Only those who have purchased tickets may vote. In this way competition in every neighborhood as well as downtown is made keen. Buffalo has a "stunt" committee which is co-operating with the parade committee for the big outdoor spectacle when each theatre will enter its girl winner for the city honor. The Buffalo Evening News for the first time in its history has taken on an outside campaign by carrying the GMS contest. On the night of August 2, boys, employed by the News will appear in front of every theatre and distribute papers containing the first contest photograph as the patrons leave the theatres. In this way a far greater number of contestants will be created. In Buffalo also the theatres have been especially decorated for the campaign with 100 per cent, co-operation and separate campaigns being conducted in Niagara Falls and other surrounding towns all of which will be merged in "The Big Parade."