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30 - 17 UNIVERSAL WEEKLY— SHOWMANSHIP SECTION = Feb. 25, 1933
"LOST SPECIAL" CAMPAIGN BAGS BEST SATURDAY MATINEE IN YEAR
Effective Lobby Display for “The Lost Special,” Adventure Chapterplay, at the Fox
Theatre, North Platte, Neb.
VERN AUSTIN, assistant manager at the Fox Theatre, North Platte, Neb., working under the direction of Dave Davis, manager, went out after business for his opening chapter of "The Lost Special" and got it. The Adventure chapterplay opened on a Saturday matinee and chalked up bigger business than any previous Saturday matinee since "Frankenstein," over a year ago.
One of the features of the campaign was the lobby display illustrated at the right. The material was borrowed from the local railroad company who provided enough to make a similar display in a local store window.
Austin's first crack out of the box was to distribute several hundred cards announcing: WANTED — 1,000 KIDDIES TO JOIN THE LOST SPE
Street ballyhoo used by the Fox Theatre, North Platte, Neb., for its engagement of “Afraid To Talk.”
CIAL CLUB— APPLY FOX THEATRE NOW! These cards did the trick and the Saturday prior to the opening he had a club of over 800 boys and girls. Membership cards were issued with punching space for each chapter showing. Members were admitted free to the last chapter if they had attended all others.
An announcement that the first 200 in line for the opening chapter would be given conductor's caps
CT. SPENCER, manager of the ■ Tivoli Theatre, Hamilton, Ontario, Canada, concentrated on the local postal authorities for his "Air Mail" campaign and succeeded in gaining their whole-hearted support. Half-sheet cards were placed on every mail truck, in every branch post-office and on two mail boxes loaned to the theatre for a front display.
The local airport co-operated with
brought an early morning line-up. One thousand circus heralds were imprinted with numbers for a special lobby stunt that brought the kids downtown. The railroad questionairre contest was landed in the local paper offering ticket prizes and brought a healthy response.
For his campaign on "Afraid To Talk," Austin used the pressbook ballyhoo of a man parading the streets handcuffed and gagged.
a daily free ride which was awarded the night before from the stage. The local radio station co-operated and broadcast the stunt daily. Material was secured from the air port for an interesting lobby display.
Spencer held a preview of the picture for newspaper men, postal authorities and airport officials. Large newspaper space, wide billing and several window tie-up displays, completed the campaign.
HAMILTON, ONT. POST OFFICE TIES IN WITH TIVOLI'S "AIR MAIL" CAMPAIGN!