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Having his chief projectionist interviewed on a local radio program is the latest gag put over by Hal Neide'^, manager of the Orpheuni Theatre, San Francisco. Norman Monyhan, who answered the announcers question.^, told the radio fans, among other things of interest, that "Imitation of Life," playing at the Orpheum, was one picture that a projectionist could enjoy even after seeing it over and over again. Try putting your projectionist on the air.
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There are a lot of good ways to put over your chapter play clubs, and one of them is Louis Charninsky's idea of turning it over to a local merchant. Charninsky manages the Capitol in Dallas, Texas. Lor his run of "The Red Rider" he tied up with a chain of shoe repair shops. The chain printed membership cards and heralds and distributed them. And then they plugged the club, the picture and the theatre on their radio program every day for two weeks in advance of the opening and during the entire run!
That big nation-wide tie-up between "Imitation of Life" and Aunt Jemima pancake flour is spreading wider and wider as it gets into the hands of the real showmen. Gus Lampe— he's the manager for Schine's Eckel Theatre in Syracuse — went to bat with one of the biggest dealers in town and came home with several thousand accessory roto heralds imprinted with tie-up copy. The dealer paid half the cost — not only of the imprinting, but of the heralds!
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Up in Boston, Jack Goldstein, New England publicity director for RKO, landed that "About Faces" stunt out of the "Imitation of Life" pressbook, in the Boston Evening American, for a two column by eight incli break. The paper offered twenty-five dollars in cash prizes for solutions and played up the picture's engagement at the Memorial Theatre.
Good New Year News!
La Sullavan! Brilliant, glamorous, mysteriousactress superb! In today's headlines. In tomorrow's new picture "THE GOOD FAIRY" with those two other favorites, Herbert Marshall and Frank Morgan. In cutting, it looks like her biggest yet. Happy New Year, Margaret!
Whee-e-e-e-e! Non stop flight California — New York to ivoo a society girl! On a merry-go-round with young bluebloods of high society — debutantes, daredevils, fortune hunters, etc. That's Chester Morris in "FVE BEEN AROUND" — a bright, breezy picture with lots of life! Happy New Year, Chester!
"NIGHT LIFE OF THE GODS." Cockeyed! Crazy! Champagne cocktail served for showmen! Bubbling with glorious gals and goofy guys on a rumpusin' rampage down Broadway. Sky's the limit in campaigning this one in the Happy New Year spirit!
Doug Montgomery, Leading favorite of the leading ladien! And a swell actor! Has the chance — and does — shoic his great ability in "THE MYSTERY OF EDWIIS niiOOD" tvith Claude Rains. Strong drama! Strong cast! Strong picture!
And here's Baby Jane in a picture specially built around her— "STRAIGHT FROM THE HEART." A key to her popularity — the way the big department stores throughout the country are grabbing Baby Jane dolls, dresses, hats, hair ribbons, etc. Swell picture to exploit. Will give everyone that Happy New Year feeling straight from the heart!
Start advance-advertising these in your lobby noiv!
JOE WEIL