The Philadelphia Exhibitor (1935)

THE PHILADELPHIA EXHIBITOR Jan 1 1 3 5 25 BETTER TESTED SUCCESSFUL MANAGEMENT * ideas * merchandising $1000 in Prizes for Musical Moods Contest Audio Productions, Inc., and First Division Exchanges, Inc., announce that they will offer $1000 in cash, prizes to be awarded to the individual members or clubs presenting the seven best scenarios of pictures to be included in the new series of “Musical Moods.” The scenarios shall embody detailed ideas for pictorial accompaniment for any musical score except those scores already used in the present series of “Musical Moods.” This contest has been endorsed and will be sponsored by the National Federation of Music Clubs, with their 5000 clubs co-operating in this contest. The judges for the contest will be Mrs. John Alexander Jardine, president, Na¬ tional Federation of Music Clubs; Dr. James Francis Cooke, editor, Etude and president, Theodore Presser & Company ; Mrs. Elmer James Ottaway, chairman of music, National Council of Women; Dr. Sigmund Spaeth, well-known music critic, and Mrs. Edmund H. Cahill, Motion Picture Chairman, National Federation of Music Clubs. Accessory material including press sheets for theatres, broadsides to be sent out to theatre managers, application blanks for local theatres to pass out to clubs or individuals, special trail¬ ers for local theatres, and heralds will be avail¬ able for the contest. Along with this contest to the public, Audio Productions and First Division Exchanges are offering $500 in cash prizes to the manager or exploitation manager of the theatre who puts on the best exploitation campaign between the dates of the contest. The contest opened December 15 and closes April 15 and the prizes for the public contest will be awarded at the Biennial Music Festival of the National Federation of Music Clubs to be held in Philadelphia, April 23, 1935. “6 Day Bike Rider” Philadelphia Roy Bourgeous, manager, Leader Theatre, rigged up an apparatus for “6 Day Bike Rider” that helped business. He had a fellow, with Joe E. Brown sweater, push a bicycle along the street, and with a battery, radio hookup, broadcast a spiel for the show. It attracted a lot of attention and can be used to advantage by other exhibitors. years’ experience— behind every register For 50 years General Register Corpo¬ ration and associated companies have been designing and building cash con¬ trol equipmenf for the theatre, carrying an unqualified two year guarantee on all registers. Representotion in all key cities. GENERAL REGISTER CORPORATION 1540 Broadway, New York Woehrle on Job Harlan E. Woehrle, one of Pennsyl¬ vania’s pioneer exhibitors, has put on an aggressive exploitation campaign dur¬ ing his five months as manager of the Transit Theatre, Easton. He lays the Transit’s exceptional chil¬ dren’s patronage, which has brought capacity houses to the Transit’s Satur¬ day morning matinees, to inexpensive exploitation stunts, such as ponymounted cowboys on the street for “Wagon Wheels,” auto-racing driver in full regalia in racing car for “Burn ’Em Up Barnes,” etc. Woehrle returned to the Transit after an absence of five years from the the¬ atre business. He operated the house for ten years as the old Third Street Theatre. “Bright Eyes” Harrisburg “A perfect Santa Claus, at least in appear¬ ance,” is what Jack D. O’Rear, manager, Majestic, Flarrisburg, termed Harry Beck, Majestic maintenance man, who impersonated Santa in the city streets for his chief to ad¬ vertise opening, on Christmas, at Majestic of "Bright Eyes.” In addition to Beck’s splendid impersonation of Santa Claus, and distribution of 1000 book¬ lets entitled, “The Story of My Life,” by Shir¬ ley Temple, Manager O'Rear executed a num¬ ber of other effective stunts to exploit the pic¬ ture. Shirley Temple sundaes were sold at leading soda fountains in the city through a tie-up ar¬ ranged by manager O’Rear. Standees of Shirley were on display at the soda fountains. Number of leading stores featured in their win¬ dows Shirley Temple dolls and Temple stand¬ ees and stills of Shirley wishing everyone a Merry Christmas and a Happy New Year. Wollaston Club Clicks Jerry Wollaston, Victoria, Harrisburg, con¬ tinues to get the cream of the children’s trade. Victoria Junior Club is one of the largest or¬ ganizations of its kind in Central Pennsylvania. Its first Christmas party was held recently. Winners in the Victoria’s Tailspin Tommy Model Airplane contest were announced by Santa Claus and successful contestants were awarded their prizes on the stage. “Broadway Bill” Wilmington Dwight VanMeter, manager, Aldine, War¬ ner house, was spreading it on thick for his New Year’s Eve midnight show opener, “Broadway Bill.” Dwight repeated his stunt of having 500 postal cards send from the Ed son Hotel, New York, signed by some name that might worry a wife or husband, and saying "Having a swell time. Don’t fail to see Broad¬ way Bill.” He had 5,000 paper napkins decorated with “bally” and distributed among the best downtown restaurants, an innovation in Wilmington, but a stunt he did considerably in Atlantic City. “Babes in Toyland” Harrisburg For “Babes in Toyland,’ Loew’s Regent The¬ atre, Harrisburg, manager Sam Gilman and assistant Bob Etchberger, stopped the holiday crowds. Dress Ushers Two ushers were dressed to represent Laurel and Hardy, wearing over their faces giant card¬ board heads of the two comedians. A “me¬ chanical man,” dressed in the costume of a toy soldier was also on display. Steady, slow movements of the “mechanical man" and his motionless face were remarkable. The Laurel and Hardy ushers tried to make him laugh. They made every one but him roar with laughter. Guest tickets were offered to anyone able to make the "mechanical soldier” laugh, which proved impossible. Miniature Train A miniature railroad engine, made by a Har¬ risburg fireman of the Pennsylvania Railroad, was used during the busy hours in the city streets. It was appropriately bannered. Philadelphia Artie Cohn, Earle Theatre publiciteer, tied up with Captain Earle Hammond and arranged for the use of Hammond’s special “Babes in Toyland" broadcast when the Earle played the pic¬ ture. Near Schools The trick auto was parked near schools and attracted a lot of attention. It helped get the kid trade for the show. The Hammond creation is available at all times for other exhibitors. “Mighty Barnum” Philadelphia Starting out with a prevue to which the new Secretary of State, Walter Dent Smith and Mrs. Smith, officials of the various local news¬ papers, and a dozen or so socially prominent figures were invited, ballyhoo for "Mighty Barnum" was piled on thick by R. R. Drissell, manager, Loew’s Parkway, Wilmington. Among the things Drissell did was release 500 toy balloons marked "Wallace Beery wishes you a Merry Xmas,” at the swanky “Black and White Ball” at the Hotel duPont ; distribute 8,000 heralds, and 2,500 trick cards with a Barnum penny gag; contact the Sigma Delta high school ball ; hook up with Stern & Co. for a $25 prize for the best Barnum or Tom Thumb costume among kiddies at the preceding Satur¬ day show; half-hour broadcast of the open¬ ing premier at Bridgeport, Conn., and a tie up with Freihofer’s Bakery for cakes for the opening show Christmas day. FD House Organ Latest of the companies to emerge with a house organ is First Division, with the “First Division Excel-erator.” First issue came out at the recent New York convention. Bright and breezy, filled with home office chatter and talks, it will be issued weekly. Ruth Schwerin edits.