Variety (Aug 1932)

Tuesday, August 30, 1932 PIC T ES VARIETY 19 I No Daily Paper Problem Spencer, Ja. There are a great many towns without dally papers with picture houde owners out of luclc on adve'r- tislpgr' except in a community or neishboringr town paper. Haiidbills are pa^se, too many of them, and board space at U' premium or spotted as to be or little value. But; the New Spencer theatre, printers and other business houses have solved the problem, at very, little cost, through distribution of a, mlnFeographed. 'Daily Reminder* which goes to every hom^ daily. Tab world news is carried in one of three columns, running 14 inches deep. Others are devoted to spot bargains and specials. Demand for the sheet is stepped up also through the advertising of the theatre. Theatre runs tabs on current at- traction in all columns^ inviting certain individuals in town and trade territory to be guests of the hbiise for a certain picture. Cost for an entire: week is lower than.a handbill distribution or . ispptting cs^rds and passes in business places on a oneTtime basis. Uatclie4 Halves. Just to be a little. different, try the broken coin stunt for a mer- chant hooliup. Broken coins are not required. ' Just as good results can, be had from % -inch iron washers at a few cents a pound; These -are broken by being placed in a vise wjth one half protruding. This Is grasped by - pinchers and wcrked back and Xorth until the metal-breaks. A sufficient number of these should be pl:ovided to sup- ply t^e Anticipated crowd. Merchants are. solicited for prizes, and for each prize offered .tl>e mer- chant i£l given one halt of ai washer, the other half being placed in the box for drstributioh. A : broken half la given each patron and anyone who can match Jtla half to the fragments in the stores gets the prize indicated. Mer- chants get a visible evidence of the pulling power .of the stunt, and . BOme of the visitors will make pur- chases if the window and store dis- plays are made attractive.. Advertise Times Always a good Idea to advertise , .the starting time of the picture in newspaper and; other advertising^ but it - seems more Important than -usiial to do this in the case of -'Oullty as Hell,' in which the pa- tron's enjoyment of the development of .the: story will be greatest If he ' knows in advance the murderer and i his methods. dopy-should give emphasis to this fact with sucn. mention as 'This Is not the usual murder mystery.' The spectdtor knows.from the start who commlted the murder and his en-, Joytaient of the.^ picture will be en-~ hanced if he times his visit ttf catch the opening scene. Collected Jars Akron, O. Brnie Austgeh got in step with the 'Beacon-Journal's' 'Can-. the Surplus'-idea, holding a matinee at which the admission was s, complete fruit- Jar. Jars were 1|urned over to the papei^ to be given those will- ing to contribute one or more Jars . to the needy. Many had the fruits ' and vegetables, but shied at using their own jars. While it was made plain that the ' empty Jar was sufUcient for an ad- mission, not a few Ailed Jars came In, also turned over to the paper. ^TS Horror Stories Rochester, JT. T. Working UP some excitemei),t (or •White Zombie,' L6ew'B Rochester persuaded the ''Democrat and Chronicle' to off^r prizes for the best submissions under' the'heading' , of 'My Most HoMfying Experience.' :House provided 60 tickets to be awarded, the best submissions, 'those finding their way into print. Singlfes generally brought a second cash ad- mission. Sufficient number of comedy ef- forts to lighten the load, but pref- erence wias given the unusual and Trade In Value Newest development of the free used car gag is . to permit the wlh- ner to turn it in at full advertised value any time within the week after winning to apply on a better , used car or a new boat. Idea is that the winner will want a better car after trying: out, aiid the dealer who donates the car gets the benefit of a better deal. Free cars are petering out In most spots, but this idea may act as a pulmotor wtiere it has gone stale. Beady-Made Philadelphia has a depression problem In the upkeep of its zoo. Animals can't take the 10% cut; Newspapers entered the campaign and were followed by Pathe News, which has prepared pictorial mate- Up and Down Chicago, Aug. 29. What^ ballyhoo, exploitation, and getting out and pushing means In dollars and cents was illustrated when th^ Portage, nabe, reopened a week ago. Merchants of the neighbor-, hood- co-operated,, excitement was stirred upi special lighting, bunting and.'whoopla was pro- vided. House did $800 the first weekend. . But as soon as the prelim- inary glamous was oyer and thlngis g;ot back.to notmal.so did the' house. ; Business fell as low as $60 a night. rial to bs Inserted in the local news- reel r<elease and also for houises not taking th« service. Pathe interest Is primarily Intended as a gpod-wlU stunt, but is not unmindful that 'Bring 'Eni Back Aiive' Is soon to open at thie. Stanley theatres. This can, perhaps, be worked In other cities with zoos. • . Crabbing Carnival week, In a; small Penn- sylvania town had the local man- ager bh tiptoe to offset this free at- tractions, including a ptiblic wed- ding at the city hall,; the carnival's big exploit. Just as • the ceremony ended and the crowds came flocking out of the city headquarters he had a small band parade* down the street adver- tising his next -attraction—'Merrily We Go to Hell,'with banners every- one could read. . .. Mayor's 'Laugh Week' Seattle. Mayor Dore for the first time co- operated solidly with theatres.' in ballyhoo for 'laugh w«ek.' With Gllda Gray on platfornr .In front of the 6th Ave., theatre, the mayor talked 'laughter.' Vic Gauntlett, adv. mgr.i also had a laugh contest running In the 'Times,' the two femme' winners with 'prettiest smile' getting air trip to Vancouver, B. C, and return. Contest in 'Star' in connection with two words that run together, like' 'salt and pepper,' Inspired by Ijowe and McLaglen being teamed together, currently in 'Guilty Sis Hell,' brought 2,P00 replies and free newspaper space dally. Exploited la Bus • Reading^ Pa. Astor, a WB house, hired a bus for three days and after posting it for the theatre and'"the Immediate shews, ran it all over town. 'First time done and more than usual In- terest. • 'Eaybflf, which got' the bus at a silt, was that it was parked In front of the-theatre during the evening brightly lighted. Public was in- vit-ed ltd enter the vehicle afid In- spect it. Bus Co. figured It will help build business and it made business for the house. , A Hula Every 20 Mins. Seattle. Six sailors from the U. S. S..'Ten- nessee' and a tap dancer, Jess Ken- nelty, together with a local girl hula dancer, played afternoons, and eve- nings in t'le lobby of Orpheum.' This gav9 flieet air to house and stopped throngs. Angle was to plug 'Bird of Paradise,' qpenlng next. -A^temhula dance placard was dis- played telling of coming film. Thus this yi^B a living trailer and done out in front. Girl's hula was okay and she shook every 20 minutes. Badio Imitators Chicago. Amos 'n' Andy, Bing Crosby and Kate Smith were the moist frequent- ly imitated radio celebs-In a 'radio imitation' contest just winding up for Publlx-Great States under Madeline Woods promotional aus plces^ Stunt brought out hundreds of en tii^s in a new kind of amateur night that cost Great States very little and stimulated biz plenty. . Regional eliminations in Peoria and Joliet will be followed by a state-wide championship broadcast over WLS. Two winners will get some professional engagements in Great States houses. Fake rolice Calls Winnipeg. S. Guhn, of the Lyceum, expanded widely on 'Radio Patrol/ both with a radio patrol car on the streets arid loud speakers over the marques of the house; ' Patrol car went , round the streets broadcasting fake police calls from loud speakers tOv^r the car; ntes- sagcs were sent from the office of the theatre. Store Mgrs. Popularity Birmingham. AIa.bama theatre ha^ closed a deal with Hill Grocery Co., local chain store, for display of food products In the lobby. But a popularity con- test among the managers of the stores Is added. Ballots handed out to custpmeris, with votes to be~ dropped In .a box inside the theatre. Winner gets a three m.onths' pass. Get 'Em Both Exhib whose patrons don't care much for African pictures was stuck for a'selling angle on 'Congorilla.' But ho recalled be had cleaned up on 'Tarzan.' When he got ready to ^how he blazed on all his advertising: Tou saw Johnny WelssmuUer as Tar- zan.' Come and see what a real gorilla looks and sounds like.' Seemed to give the crowd a new idea, and he did better with this Jungle picture than with the last three of the type. Flower Shows Getting around to th^ time when wise managers hold dahlia, and chrysanthemum shows in the lobby or mezzanine. "Liatter Is better if there is room, though even here there should be some lobby balllyhoo. Promote prizes and If possible get Conserves Props Loew's State, N. T., playing 'Speak Easily,' has a,; cabinet' filled with liquor bottles on the street side of the box office. Bottles-are empty, but they are taken in each night lest some- one crash the glass while In a state of mind unable to notice that the bottles are not filled. . Display Is fianked by two bowls of pretzels, but the con- tainers are kept covered to pre- vent depletloni the printer to run off some certifi- cates of awards, to be neatly let- tered and presented the winners. Arrange for .florists to do the judging or,' failing them, some well- known growers who a.re not Ih: the competition. And while this Is being done It might be a good plah to fonn the most active into an association for next year. It is almost always pos- sible to find some enthusiasts who will do the work of, organization, and the theatre Can be loaned one morning a month through the win- ter for informal meetings to hold the interest. - De's Moines. Hiarry jHLerman, formerly with PubllSc in Waterloo, la., appointed western Iowa rep for Warner Bros.' .local exchange. . W. O. Galloway succeeded by Tom Burte, of Minneapolis, as manager of . Educational exchange here. Buffalo. .Shea-Publix making three-cor- nered switch of> downtown house managers. • John Carr goes from the Century to Great Lakes; George Mason from the Hipp to the Cen tury, and Bob Murhphy. being brought from Bellevue,. Niagara Falls, to the Hip. Disposition of Henry Murtagh present Hipp house organist-man- ager undetermine'd;'. Indianapolis. Jack H. Roth.'mariager of the Cir- cle; made divisibhal superintendent of Skouras-Publix theatres here. Succeeds .B. V. Sturdivant, who goes to th& Coast . Ted I. Nicholas, publicity at the iTidif^na, resigned to become busi- ness' 'manager of the Indianaiiolls Civic theatre. ' > San- Francisco. Bob Fearon and .Dick 'Lucas to San Jose, for. National Theatres. Pearson gets district post and Lucas as assistant at local War- field. .' Reading, Pa. Cornelius O. Keeney, formerly manager of the Park theatre, has again-taken over the Park as actor<> manager and will reopen it in a few weeks. Harold Lamed, manager of the Victoria, Tamaqua, Pa., temporarily closed, succeeds Keeney in Mahanoy City. Hamilton, O. Henry SommSrs, city manager, in charge ;Of the Paramount here, exchanges posts with Herman Bam- berger, city manager, and manager of ° the Kentucky, at Lexington. Harry MacDoiiald,' manager, Pubr llx-Paiace here,' assigned to the State, X«xlngton, replacing G. .L. Hensler,. transferred to the I^ara- mount, Middletown, O. Waldo Ball; at Middletown, succeeds MacDonald here. •Des Moines. With Evert Cummlngs, new divi- sion manager for Publlx in Nebraska' and lowa^ he will have of- fices in both and divide his time- between both states. Irving Wat- terstreet Is publicity director for Iowa and Nebraska, with offices in Omaha. Kansas City. Marvin Parks here handling pub- licity for the Malnstreet theatre. Rochester, N. T. Majestic theatre, Hornell, N. T., reopened last week after settlement Of argument over occupancy. War- ners continue operation in agree- ment with Nlkltas Dipson, lease- holder. John J. Maher returns as manager. . Bronx, N. T. A. Abeles, who is financially in- terested* in the Leo Brecher circuit of houses, has acquired the Boston Road theatre from Brecher and will operate it on his own. No change ih personnel. Sea.ttle. Joe Cooper, former mgr. Oi-pheum here and In Portland, now assistant manager to John Danz in second run houses. Roy Cooper Is general manager. ■ , ■ • , Los AngeieS. Homer Gill replaced Charles B. Christ as district manager for F-WC, in iSeattle territory. Gill,, former RKO division mgr. In north- west, and before that had similar post with F-WC. Syracuse, N. T. . DeWItt theatre reverts to orig- inal name, the Empire,-When re- opening in SeiAember. Policy the Skouras interests will install is un- certain, but the plan to switch the Skouras local flrst runs from the Eckel, side street house, to the Empire, on the main stem, has fallen through,' , Ravenna, O. Abby Fine has leased the Strand, closed for three years. Opens. Sept. 1 with flrst run-three-change-week- ly policy. ■ .. ■ •Reading, Pa. J. K. Kreanier, manager of .the Victoria, Mahanoy City, Chamb^f- laln house. Succeeds C'. O. Keeney. Milwaukee* E. B. Van Norman, who resigned as manager of Fox Garfleldi sue ceeded by Hyman Lurle, formerly at the Strand. Marlboro, Mass. Pastime Hall has given up as a sports arena and reopens as a fllm theatre. Worcester, Mass. J. 'W. Deubach, until recently at the RKO .Albee, Providence, R. I,, appointed manager of Warners herie, Rocheister, N. T. Truihan Brlzee, manager of Coin erfbrd's Capitol, goes to the Diana at Medina, N. T., "Warner theatre. Possibility Capltor will remain closed. Canton, O. Dick Crnsiger has replaced George Rister as local Warner Bros, man- ager. Rlester resigned recently to JPln an eastern film house, chain. New Haven. Harry Cohen^ lit'charge of real estate under old Fox Ne>r England lineup, and until recently in same capacity with Hari'y Arthur, now with RKO under Herschel Stuart. Rockville, Conn, Palace again playing vaudeville, five acts, opening bn Tuesday. Galvestbin; Abilene, In west Texas, votes to repeal Sunday fllm ordinance, which is ignored in most other Texas cities. . Mason City, la.. Jim Kelso^ to manage Strand, which reopens after.summer close. Kansas City. Midwest division of the'Fox-West Coast held a two-day convention at Excelsior Springs, Mo;, 'with some 200 managers and executives present. Convention under the dl- (Cohtlnued on page 64) Both Ways 'Wbrking with an amiable chief executive, a midwestern-manager is planning to center lils fall opening around the mayor. He Is having built an Invltatlbn 10 by 18 feet, lettered on both sides, inviting the maybr to visit the theatre the ppen« Ing week of the season. The invita- tion will recite the entire week's bookings and invite hlih to take his chpice. It ends 'and this invitation will be your card of admission.' Planned to truck this to city hall about a week before the event and. park it in the corridor. The mayor' will accept and nominate the open- ing night, when the high school band will escort the truck to the municipal building, pick up the mayor and his pass and return to the theatre, where His Honor will be formally welcomed and' his pass taken up, -Giant Invitations and passes are old, but hitherto they have stopped with the delivery. This seems to bo the flr?t instance of a round trip. Coaxing Praise ifanager has recently instituted » more or less pernianent contest with the idea of getting some line on what his patrons like. Near the exit Is a rack with sheets of note head .sized paper (8^ x 6^) printed, up with 'Why I like ;....;..,' and a rule for the title.' Spaces for the name and address of the patron. Ten single, tickets weekly for the most helpful comment, not to ex- ceed the limits bf the note sized sheet. . Figures out that while It will not give him a complete cross-section of his. ..audience, since many will not bother to flll out the sheets, he can get spme line on what makes a pic- ture click. He cannot pick the pic- tures to flt the formula, but he will kiiow when to bear down on his exploitation. - . Sidelight is cultivating the hiablt of praise Instead of complaint. * Backflring Too few ^mancvgers ' realize .the danger of. boomeranglng In over- selling a feature. Recently a pic- ture has been sold on what amounts to downright, deception. It s^Us on the lobby'flash and does not make good when the patron gets Inside. At most points It has rolled up a big gross, but frequently the subse- quent loss on other pictures has en- tirely wiped but the profit. People get Bpre and stay awaiy for two or three weeks, and the . aggregate gross over four 'weeks tells a far different story frpm ■ the. attractive figures on the week. Better to sell on va]u« delivered and to. keep op selling.- - Baseball aueues With the baseball seadon iap- proaching Its climax it's .'a good time to start a contest for the most' accurate placement of the teams. Probably can be worked with a sporting goods store, latter supply- ing the blanks And printing the back with .advertising. Properly played UP It can bb worked for plenty of Interest.;:, Just a sldb line, but in- variably good. . Flrii Display I : Los Angeles. Taking advantage of the widely- , exploited fishing prbwess. of Zano Gray, manager of the P-WC LaBrea cashed In for extra biz during run bf 'Zane Gray's South Seas' picture. - He borrowed actual and enlarged photographs of Gray's catches, as well as mounted specimens. Which, were utilized for lobby display. Poster Sise Press book- for iEIaroId Lloyd's •Movie Craz?'' reverts, to the good old days when bboks were books. Issue, prepared by Leslie Whelan, is full newspaper size, with 32 pages on gloss paper. Has pretty nearly everything but the proverbial stove and a picture of Lloyd without his glasses. Maybe N.S.O. Paramount, in Its press book, sug- gests a 'perfect murder' contest for fGuIlty as Hell,' with a prize for the most neatly devised plan for re- moving someone. . May prove a boomerang In some Spots where the sensitive may con- tend that .it's too suggestive. Lends a Lobby Chicago. Inter-circuit friendliness exempli- fied in Milwaukee, where the A1-' hanibra, Universal-owned, and noW closed for, the summer, has given Its lobby over to the Fox organization. 'Go to the Wisconsin' reads the sign. J Trick Stuff Sometlmeis a novelty gag will work out of proportion to its seem- ing., importance. j[t Is a good gag to use such a stunt now and then* (Continued on page 25)