Showmen's Trade Review (Apr-Jun 1939)

S 1 1 ( ) W M I<: N ' S 'I" RAD 1'. R 1<: \^ I K W Page 23 Here's Swell Theatre Front 1 he above front on the Melba Theatre, Dallas, Texas, during the run of Monogram's "Streets of New York," was part of a smash exploitation campaign put on by Frances Barr, of the Melba, and Jean Finley, special exploiteer. The overhead board shows Dick Purcell in a menacing pose zvith a pistol in his hand, ichile on the other side is a bloivup of Jackie Cooper standing next to the lamp-post selling papers. Action bloivups ivere used on corner_ drums 10 feet high and 10 feet in semi-circle. Lively ''Streets'' Campaign Staged at Melba, Dallas "Streets of New York" has drawn some business-getting exploitation since its release, but" none more effective than the general all-around campaign put on bv the Melba Theater, Dallas, Texas, recently through the stand out work of Frances Barr, of the Melba, and Jean Finley, special exploiteer. Publicity started well in advance with stories, lay-outs and tie-ups in the Dallas News, Times-Herald and Dispatch-Journal. "Ads" that told the story, before and during the engagement and radio promotion played a large part in the success of the campaign. Sales angles used were "One Way Street to the Big House," "Here's Where Killers Are Born," "The Code of the Streets is Steal or Starve" and "Killers in Knee Pants." De Luxe Lobby A de luxe lobby was used and the front splashed with giant cut outs, a screaming overboard, lo-foot illustrated side drums and several of the above lines on huge arrows. Daily radio broadcasts by "Miss Interstate" over WRR. Spot plugs from KRLD and the Melba's WRR Kiddie Klub program plugs from the theater's stage pepped up business. There were also special air broadcasts over the 50,000-watt Dallas Nezvs station, WFAA, advance and current. A double of Jackie Cooper dressed as a newsboy made rounds of the streets and plugged the picture to the crowds on the corner. Further exploitation included a DispatchJournal classified "ad" tie-up with free promotion copy for $25.00 in prizes put up by the theater. The Y.M.C.A. Newsboy's Club also "sold" the picture about town after a talk on the production and its meaning was given to the boys by the club secretary. Dallas certainly knew that "Streets of New York" was coming and had arrived, and the lively jingle of the Melba's cash register was evidence that it has been there. Col. Keene Receives Praise On "juvenile Jamboree" in Georgia Col. Lionel Keene is still going great guns down there in Georgia with his "Juvenile Jamborees," which are staged by him with local talent in several cities. Many exhibitors report their business almost doubled with the presentation of Col. Keene's entertaining juvenile revue. As an example of the civic pride taken in them, we reproduce this letter to the colonel from the Newnan Kiwanis Club, Newnan, Ga. : "Your 'Juvenile Jamboree' given in Newnan under the auspices of the Newnan Kiwanis Club in the beautiful Alamo Theatre, Friday, was thoroughly enjoyed by every one, young and old, who attended the performances. "It was the most beautiful production ever seen on the Alamo stage, and to you and your assistants go the praise for it all. "Every member of the Newnan Kiwanis Club endorses your work here . . . "If you will permit special mention, I would like to say that the perfect work of little Jane and Ann Mize, daughters of Mr. and Mrs. F. K. Mize of West Point, was alone worth double the price of admission. "I hope you will be very successful in your great work of developing talent among the young people of Georgia . . ." And we'd like to add our best wishes, too, Col. Keene. Keep up the good work developing local youthful talent. Cooperative Ad On Opening When the newly remodeled Cabrillo Theatre opened in San Diego recently, Walter Morris, manager, effected a cooperative newspaper ad with local firms. Besides containing a story about the theatre, including a photograph, the layout also featured the ten firms who had a part in the building of the house, together with an announcement of the opening attraction. Hollister Shows Patrons That Electric Ironer Has Its Virtues Reasoning that most people had the impression that an electric ironer was a definite luxury of limited use. Manager C L. Hollister, of the Babcock Theatre, Wellsville, N. Y., set a Maytag ironer up in the lobby, connected it, and placed selling copy on the cylinder which revolved revealing the machine's virtues. Details of a drawing whereby the ironer would be awarded to lucky patron, were explained in side panels. As a result, the cooperating merchant was happy, patrons learned a lot about electric ironers they never knew before, and "Holly" increased his business on that particular evening considerably. BRING BACK THE MOST UNUSUAL OF ALL SCREEN ADVENTURES. ALEXANDER KORDA presenfs S A B U in ELEPHANT BOY Based on "Toomai of the Elephants" by RUDYARD KIPLING RELEASED THRU UNITED ARTISTS FOR BETTER SHOW SELLING Showmanalyses Have Appeared In STR on Following Pictures Adventures of Huckleberry Finn Feb. 18 Bridal Suite June 3 J-iroadway Serenade April 1 Captain Fury May 20 Uark Victory April 22 Flying Irishman March 11 Hardys Ride High April 22 ■ Honolulu Feb. 4 Hound of the Baskervilles March 25 Juarez This Issue 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 .Vlan , . . . Feb. 18 Young Mr. Lincoln This Issue Zenobia Mar. 18