The Philadelphia Exhibitor (1935)

34 Novl5'35 THE PHILADELPHIA EXHIBITOR BETTER MANAGEMENT Tested ideas . . . Suc¬ cessful merchandising . . . Stunts that are proven. Goldberg Directs'Dream" In Wilmington Showing Warner Brothers threw its force into a steamroller pace in Wil mington to put over ‘‘Midsummer Night’s Dream,” at top prices, at the Play¬ house, in a big way for the three-day, five-performance engagement begin¬ ning November I 4. Harry Goldberg came down from Philadel¬ phia to handle the arrangements and soon had a new U. R. C. sound system in the Play¬ house and a ticket selling and promotion campaign. Goldberg appeared before organ¬ izations, literary groups, school groups, any¬ where Shakespeare might be of interest. Hundreds of letters, heralds and telephone calls went out. Offers of a week’s vacation for the service man or woman who sold the most tickets had the uniformed stepping Earle G. Finney and Lew Black, the only tw > native managers were told to line up thei friends. Forces of each of the theatres were concentrated on pushing the show, with elab¬ orate lobby layouts. Theatre was rented for the showing, and plans called for the Aldine service outfit handling the job. Night of November 7 Goldberg gave a radio talk over WDEL. He or somebody contacted Gayle P. Hoskins, president, Drama League for a statement. Regional Manager A. J Vanni and district manager Callow spent a lot of time in the city directing activities. Bill McGowan was looking after the box office orders. "Tailspin Tommy" Harrisburg Determined to get as many children as possible to see the opening chapter of his new serial, "Tailspin Tommy in the Great Air Mystery," at the Victoria Theatre, Har¬ risburg, Manager Jerry Wollaston offered the youngsters a number of attractive induce¬ ments. Chief among these were three free air¬ plane rides. The lucky children were chosen through drawings on the stage. Beneath th comic strip in the "Telegraph” every Satur¬ day during the entire engagement of the serial there will appear across the entire eight-column width of the strip a Victoria ad on the film. Carriers of the "Telegraph" newspapers and members of the nattily uniformed Mid¬ way Drum and Bugle Corps of Enola wer’ the guests of Manager Wollaston at the open¬ ing of the serial. Saturday before arrival of the "Tailspin Tommy" serial Jerry gave "Tailspin Tommy" club buttons to first thousand kids in line at box office. New Delaware Charters Pieadilly Amusement Enterprises, Inc. Operate musi¬ cals, operettas, broadcasting, motion pictures and enter¬ tainments of all kinds. Selznick International Pictures, Inc. Deal in motion pictures of all kind. $2,600. Cambridge Amusement Enterprises, Inc. Furnish en¬ tertainment of all kinds. Lincoln Distributing Corporation. Deal in motion pictures and etc. 22,000 shares. No par value. Lincoln Pictures Corporation. Deal in motion pictures and etc. 1,000 shares. Individual Pictures Distributors. Motion pictures and etc. 1,000 shares. Universal Productions, fnc. Motion picture business. 100 shares, no par value. TRAVELS. Eddie Sherman, livewire vaudeville booker, went on trip to Indianapolis, Chicago, Detroit, Dayton, Cleveland, Pittsburgh, to look at acts for the houses he books. He says that the dearth of vaudeville houses in the metropoli¬ tan area caused him to travel elsewhere for material. "Crusades" Harrisburg Several days prior to opening and showing of "The Crusades" at the Colonial Theatre, Harrisburg, acting manager Whit Church had a tie-up with the city’s most exclusive store in which an attractive display of brace¬ lets, pins, necklaces and earrings, "suggested by jewelry worn by Henry Wilcoxon and Loretta Young” was exhibited in a lobby showcase of the store. “SHIPMATES FOREVER.” Astor Theatre, Reading, had this bally for the Warner production in line with a big campaign. Savar Progresses Fast That theatre construction need not be a headache for the Owner is being demonstrated in the construction of the new Savar Theatre now being erected in Camden for the Savar Amusement Company. Awarded at a price 10% less, not more, than the architect’s esti¬ mate on September 26, 1935, to a reli¬ able builder, it is almost ready for the roof which will be applied as the walls are being laid up. At the present rate of progress the scheduled completion date of April 7 will be moved forward at least a month. Theatre is to be a distinct departure in theatre design. Modern in the truest interpretation of that much abused term, its design being more functional than ornamental and involving a most ex¬ haustive study of the economics of con¬ struction and operation. Worked out on the theory that the show is of para¬ mount importance expenditures for use¬ less and meaningless ornament have been avoided, no expense, however, has been too great for the mechanics neces¬ sary to put the show on. As this will be the largest theatre de¬ signed and equipped for all kinds of entertainment in this section since the start of the depression, its progress and completion will be followed by the the¬ atre fraternity with considerable inter¬ est. Big Reading Pass Wilmer and Vincent’s State Theatre, Read¬ ing, got out what it called the biggest pass in Reading, with manager Alvin Hosteler signing it. This was exchanged at the box office for a ticket in connection with “Dante’s Inferno." The pass measured 28 inches long by 22 inches high and made quite a hit. In addition, a circular on 1 2 reasons why the picture should be seen, quoting various opin¬ ions, was distributed. Another Reading house, the Embassy The¬ atre, had a radio tieup whereby a drawing for an all-wave console radio attracted a capac¬ ity crowd. Dealer contributed the radio and house benefitted. Popeye Clubs Monty Salmon, Quaker Theatres Corpora¬ tion, announces that strong Popeye Clubs have been organized at the Tower, Roose¬ velt and Nixon Theatres. After a member pays ten times, he is admitted once free, via the card punch method. Short talks are given the children on various subjects in addition to the program. Popeye costumes are given away with Popeye dolls, with a Popeye cartoon and a special song. A tieup with the P. R. T. Scotch High¬ landers’ Band, a regular organization, re¬ sulted in a parade for “Bonnie Scotland, with the theatre employing two Scotchmen of fine physique, dressed in Scotch costumes. The stunt attracted attention as the group marched through the streets.