As the Earth Turns (Warner Bros.) (1934)

THREE WAY TIE UP Gary Voorman of GETS BIG RESULTS the Montauk Theatre, Passaic, N. J. engineered a neat stunt with the merchants of Passaic. In return for ten inches of newspaper space in which the dealer mentioned the current picture and theatre name. Voorman gave him ten passes. Each of these was placed in the dealer’s window with a citizen’s name displayed. A card explained that those whose names appeared would receive ducats. Here’s a three-way tie-up: swell resulis, no cost. —Use The No “Hokum” Angle— TRUE STORIES HELP TO True stories SELL HOUSE IN PAPER involving the theatre make good reading matter and plenty of good will. For instance, the Lansdowne Theatre, Lansdowne, Pa. had one in the Sentinel of that city about a business man who came to town, but found that the head of the concern he wanted to see would not return to his office for several hours. The visitor took advantage of the opportunity of going to the Lansdowne Theatre which had a fine show. ‘The story plugged the service and courtesy of the house and the general satisfaction of the visitor. —Is Your Vitaphone Trailer On?— PLUGGED FILM AS CLEAN Knowing TO GET CLUB APPROVAL that he had a real clean picture in “The World Changes” Jack Mulhall, of the Stanley, Chester, Pa. contacted school teachers, principals, Parent Teacher Associations and other civic groups pointing out to them that the producers would make more clean pictures if they knew they were well patronized. On that basis, he urged them to get back of the film so that the reactions of the people of Chester would be made known to producers. It’s good for “As The Earth Turns,” too! —Are You Ready For Spring?— RADIO NAMES IN SHORTS When BROUGHT °EM TO THEATRE Bernie Seaman had a Joe Penner short in his Germantown Theatre, Germantown, Pa. he plugged it hard with newspaper ads and a 40 x 60 out front. He figured, and correctly, too, as the results showed, that if they’d stay home to hear Penner broadcast they would come out to see and hear him. How about it with some of those new Vitaphone shorts featuring radio names like Ruth Etting, Gertrude Niesen, Queenie Smith and Sigmund Spaeth? —Send Us YOUR Ideas— PAINTED MATRIX Credit Epes MAKES FLASH DISPLAY Sargent, with this crackerjack idea. He recommends taking a _thoroughly dry matrix and coating it with bronze paint. When this is hard fill in the spaces with a dark green paint. Wipe it all off the surface with a soft cloth. This will make a striking bronze tablet with the letters sunken instead of raised. It can be used for name plates, special announcements or other ideas in the lobby. —You’ve a New Star In Jean Muir— MOTHERS DAY SUGGESTS Mother's MANY SPECIAL ANGLES Day comes in May. Promote a deal with a florist to give a carnation to every man who brings his mother to the show on Mother’s Day. Another good stunt would be a cooperative advertising page in which merchants list articles suitable for mothers, with “Treat your mother to the movies” prominently in the list. Page Fourteen DW Pub. A 4 ET Pub. A 16 STILLS FOR STORE TIE-UPS Increased orders from showmen in every section of the country prove the tremendous advantage of these special tieup stills. Make your contacts at once and get your order in early. Plant the stills for dealer ads, use them as illustrations in store catalogues, for counter displays and blow-ups for window dis plays. Stills are NOT available at exchanges Order by numbers indicated. Price 10c each, from Editor, Merchandising Plan, Warner Bros., 321 W. 44th Street, New York. ET 56 ICE CREAM PARLORS Ju9 MILLINERY MEN’S STORES DW 12 BLOUSES JM 84 ET 18 PET SHOPS JIM 133 BEAUTY SHOPS JM Pub. 4 JEWELRY FIRST AID SPORTS ET 64 JM 68