Showmen's Trade Review (Apr-Jun 1939)

June S, 19S9 6TH ANNIVERSARY ISSUE Page 27 Evolution of Transportation In conjunction with the showing of Walter Wangcr's United Artists release, "Stagecoach" at Loew's Rochester Theatre, Rochester, N. ¥., Lester Pollock, manager, placed a showcase in the lobby showing the evolution of transportation from the covered wagon to the modern streamlined train of today. Interested observers stepped azuay from the ivindoiv just long enough to permit this photograph. Rouda Rounds Up Magician to Put On Show Plugging "Lady Vanishes" Knowing that his patrons as a rule do not approve of British pictures, Manager H. M. Rouda, of the Roseland State Theatre, Chicago, decided it was best to arrange some special stunt in selling "The Lady Vanishes." So — also knowing that the film's plot introduces a magician — Rouda engaged the services of one to stage a vanishing act in the window of one of the neighborhood's leading furniture stores. Since most of the action takes place on a train, the magician built a small coach 30 inches high, 18 inches wide and 30 inches long, in which a young lady was placed. Following the usual "hocus pocus," which included the thrusting of swords through the windows and roof of the coach, the doors were opened and the lady had vanished. The exhibition was given at IS-minute intervals, afternoon and evening, three days previous to the opening of the picture, and according to Rouda, crowds fought for a "ringside seat" to see the stunt. As a result, he stood 'em up on the opening day of the picture, and filled the house on the following days. This is a swell stunt for other exhibitors playing "The Lady Vanishes." But don't succumb to the temptation of using your mothers-in-law in the disappearing act. But No Lobster and Ice Cream Neighborhood restaurants featured special "Midnight" snacks on their menus in cooperation with Manager Ted Turrell of the Beverly Theatre, Chicago, on the showing of "Midnight" at that theatre. Showman Knew The Castles, So Interview Wins Break in Daily Often on theatre premises or in the immediate community there is a person who may be the springboard for newspaper publicity devoted to a current vehicle. Manager Frank Lamarre of the State Theatre, Manchester, N. H., made excellent use of such a circumstance during the run of "The Story of Vernon and Irene Castle." Bernard Kearney, general manager of the Shea Theatres in Manchester, was the personal representative of Arthur Hopkins and M. A. Shea in 1915 when they presented Vernon and Irene on their first big tour. When "The Story of Vernon and Irene Castle" played the State, Manager Lamarre arranged to have a reporter of the Manchester Leader interview Mr. Kearney. The Leader broke a long and interesting story, with a two-column picture of the Castles. Schine's "Honesty Pays" Kiddie Club Triples Saturday Business A new idea in theatre Kiddie Clubs, conceived and put into effect at Schine's Vine Theatre, Mt. Vernon, O., by Kroger Babb, is proving a definite box office stimulant, with kiddie business tripling past figures during the first three weeks the Club has been in progress. Called "Schine's Honesty-Pays Club", it has the endorsement of educational, religious, civic and business leaders of Mt. Vernon. A local ice cream company is underwriting all exploitation expense as well as a sizeable prize list, including ice cream, cameras, baseball outfits, vanities and roller skates, with a pony and saddle as the capital prize. A booklet is given to each member, who must always be "on his honor". He must attend the Vine every Saturday afternoon. There are 12 pages in the booklet, and on one side of each page is a cut of one of the chapters. On the other side, the member is asked to check what item "on his honor" he bought at a dealer that week. He fills in his name and address and hands the page to the cashier or doorman. The theme of honesty is carried out in the formula for all events. FOR BETTER SHOW SELLING Showmanaiyses Have Appeared In STR on Following Pictures Adventures of Huckleberry Finn Feb. 18 Bridal Suite This Issue Broadway Serenade April 1 Captain Fury May 20 Dark Victory April 22 Flying Irishman March 11 Hardys Ride High April 22 Honolulu Feb. 4 Hound of the Baskervilles March 25 King of the Turf Feb. 25 Little Princess Mar. 4 Lucky Night May 13 Made For Each Other Feb. 18 Man of Conquest April 29 Only Angels Have Wings May 27 Prison Without Bars April 8 Pygmalion March 11 Spirit of Culver March 18 Story of Alexander Graham Bell April 15 Streets of New York April 15 Tail Spin Feb. 4 Three Musketeers Feb. 11 Three Smart Girls Grow Up March 25 Union Pacific May 6 Wife, Husband and Friend Feb. 25 Wings of the Navy Feb. 11 You Can't Cheat An Honest Man.... Feb. 18 Zenobia Mar 18 "Boy, I wish I could get next Sunday off. I'd head for the Paramount Theatre i n Marion, Indiana to catch the opening of 'Union Pacific.' I understand it's the greatest American epic of them all." Miss Liberty Breaks Silence At last Miss Liberty speaks — and what she says is contained in the teaser ad, above, used by Manager Thor Hauschild of the Paramount Theatre, Marion, Indiana, to announce the forthcoming engagement of "Union Pacific" at his house. While Miss Liberty is silent a great deal of the time, perhaps you could follovu Thor's cue and induce her to speak for some outstanding attraction you'll be playing soon. Spraying Feminine Patrons with Perfume New Idea for Exhibitors Most theatremen know and recognize the importance of directing their advertising appeal, for the most part, to feminine patrons. For centuries women have succumbed to the lure of perfume, and women are no different today than they ever were. In view of this, it remained for the Warren Smith Co., of Defiance. Ohio, perfume manufacturers, to introduce a new tieup to theatres on a nationwide basis in connection with their new "Fraociska Gaal Perfume." The idea is to have an attractive j'oung lady attendant, by means of a DeVilbiss perfume atomizer with quality perfume, spray its fragrance to feminine patrons. In addition to this, free tie-up material for a lobby display can be used to advantage at any time for any future engagement. Window display tieups with 5c & 10c stores can also be effected. According to officials of the Warren Smith Co., they will, at no charge for the perfimie, furnish two 4-ounce bottles of "Franciska Gaal Perfume," together with a DeVilbiss atomizer, to any exhibitor in the United States for $2.00, to defray the cost of the atomizer and shipping charges. This is enough perfume, it is declared, to spray 4,000 people. If you want to do something different in showmanship, why not try this idea? Originally suggested by a showman, E. E. Bair, manager of the Valentine and Strand Theatres, East Defiance, it surely must have merit. "We Don't Want to Die . . ." For the showing of "Let Us Live" at the Grove Theatre, Chicago, Manager John P. Field set up an electric chair in the lobby with this copy: "We Don't Want io Die . . . 'Let Us Live'."