Variety (Aug 1934)

PICTURES ■PP 27 oiiation (ContiiiMpJ from pAgft 19) i hivd Itiroo (Hffi'rent aotn with a qtieH- iiltin riMik ill ttioir billing One* old iirtKT wot ko(i tlio ulant t«» HiHui <'f'l\v t not HO lon>j i>;o. Kor ti(.<v('i<il iii>>iilli.s >)t> It t(l (luest ion iiiarkM of V iryln^j sizos c ut from all odd .scivip.^ of luMvy pasloboard. Whon hrt li i(i ifcumulatcd 150, he painted them in tjold, silver iri<l colored motallicH, Htrun»7 tlK'in on rordM and lined tho undc>r side of liiH uiarQut'o with th(\st\ playing a couple of .sputlintca on, th»ni. Thoy wore all inoUtjited on e<n'd|U 4^ could .sway. The result wa« asloniHhin»{ly .f{ood when used for a question title, and now they are stored away for ^M BL year henee. Another nianafter 'Hainod much tho fiamo roMult with ahoxit 250 hearts, ^roaicfd fdmllarly, but all ii'titU&d re4v :.The underlyinR Idea in both caiie* waii to n^Uite. ki>l>y itb .cpmpittelir dur^renif that it IHHind to aUmct attetitlOh: II 'worHfT on. Itiuelt the ninin^ tdoa Iti iAak it Umt UHual »nd haa ;i.dli#t di|«)Iie.-|t|«m to rlift tltlo b^- Pass It Alongf . Ilcwiitly a man in Itritlshdklum- Mi>, yirrole he In l been, reading VAiitiKTy for several years, thoiii?h he waH not in show Imsiness. lialely he read an item in this department which he ul tptcd to his own hiisi- Tiess and it netted him more than tho luitney he h id spent for-thO pa- per for .several years. There .no jilenty of sii4';estions in lhe:-(« p ice.s wliicli < ;»ii ht> woi'ked Over for coinnierci.il ii.-te without theali'(> (o-operation. Mii;ht he a Kood i»le I fiiiv/ and tlien to slip nier- Chants a .-niKf'e.stion as .iK.'<inst the time you will need them for yotir own sliinls. Sliow them hy denion- Btration tli.it (>xi)loit.itum pays them and they'll ha tU© more rejidy \o ■^fome-. tin: :-wit4iV;|^^:v^j!«HiW itfiifitH. . ■ ^■ i.' When CUtM Balmtt^ txinfl; l»i^ onc*-famorlij8 oxploltatioh staff ho Ifild them to help the man- aROi* to exploit other than I'ara- mount release.s on th^vilirguinent ttiat it helped, get the .tnandgter ln tero?itod in p,'irafhowit <>xploitaM<>i** ;'HamiEi''of .bet4 "KlFeiM^^flimiiir^-tl^^ thaty'. imy ioM'^ i^' mmSmir^^ it»nf*e way. '' ''.^ '-'•S: , f hey would Jiif'^ In on ift wtbrer Keeper, m^tke. Hoiiie •maflt purcltasc uni^ 0 ^hgajse ' Kikri In: coiiveraatton, •ttstfewiing iiisinift idto to twovfi a, p^r ttcttiftt' Item or- better the crenc^nU trade. Next 4itne-they came arpuiid ' he iwotHd be ripe- tor stuiitfl in co* operfl»t)<>n with the t^^ It was t^iraifded then aii part 0t the day'M workMt'fi a good idea, to revive. If Vou cannot u.hc a stuiit And ift store keopor, t.ake it, over: to him, or, bet , tet- Hiiii, Ket him reading Varimtt ;:j^.vhjM«!»«ett- :■■ ^^'''^'.'^y/'^''^ Jita^oa' Ht' Ai "«tttMii:'itt'* remlhi»- '|«int''■:iino«iaiIr'roci*]Bi» tim9 %hon Ifntun HIjoate wa* fctWI the fe^er end ;df the Bl«lto and «|dt uiereTsr ' :Me':plaeewhli^ "MiM^ 'ti^o^*,' .-w cr - V f64ijii^ - yire^ jMk wifit^n, : wa* man* ' ni(i^li 6ne"or'«hfe:'t*ir# houfies in the W«M'k on l4th afreet betwofn li'way »nd ITniversily IMaeff, Weil i*ot ono >f the first of th* lunffl* ptctufM ind to exploit It h* lined thi* loboy with «tdited wild m< com*- petitar promptly V(Ws4''«^^ M, siffn our «ho# Ic in th* theatre: not m the sidewalk'; Quite possibly It w&s Adol|»h 2lukor whd did, the iMiu<i>iebinff. He had one of the Itwo theatrei dowii there, both b( : theme, with; a thretf stpry-hiKh dieikUf: m Goodwill Gags : On the Alert r Tho^e .pii tbo in.side are chuek" lihg: over a recent predicament In which a small exhibitor found hlm- .s^elf. For four years he had been toutingr one of the brands he booked IS the cream of tho output. He did .so convineinpr a job that he sold his eomi)elitor who oi^tbld him for the oominff .season's product. First the oriRin.il exiiibitor knew al>out it was a full pai;e announcement that the other house wouhl have his i)ro- ^rram'.s l>.tclvl>ono. The following is- sue the paper had another pase dis- I>l.iy the Ki.-it of which w^as tho line, l'')r years we have advertised that when better motion pielure.-i were made, the (!rand would show them. That is why we have < handed to Mtmk Pictures for I lie coming sea- son.' With a blurb for the early re- le.ises on the new pro^jrams. It blanketed the wind fro^ ,the . Op- position's saiLs, and l^aviiMi ]^l1m:«t(li in the top nosltion. Another managOT Muffcrod fronj a trench dii^ging operation whleh put his sidewalk in a ifil'thy condition. He stuck a Iar«e siRn on., the pile of earth which ran. 'All the dift Is on the sidewalk. Oitr pictures HaVe the approval of the fj^9^»'<it- Der- iee^yy - v-- .>■ ;.:- •a comedy was In poor donditloh and there were frequent breaks 'at the eveniiw, nerfbrmaficei Next • inorti- ing titc MiWR|»^ told tMit ^jnur: i>i>epator laughed iio;har4 at the >te- t%ire last night that he; lie>t the fltm hrenk three tithesv It lirbh't happen tooigbt.' It lifted the eiairse from the miahaii ,andv4>ubstttut^ # ia«4^ - BEN IVABNim tlROa COMBIMV* ' 'IHfWftloS' l,KO MaHllllMIII Acency ■ ■ St. Paul.' In face of th<* LOBlon of Decency, Walt Van Camp, manager of the local loop Tower, pulled ono in bandling 'IJorn to Ho Itad.' I'ic with sucli a title was fljijurod touKh but Van Camp deeidod to' test his public. Aw.ake to tlie f.ict that the town wa.s feil bp on current slytlo prod- u^t, all of which has been pretty tepid Hitice tho 'Legion'.got going. Van tossed in 'Bad' on a Wedhes- day with his ,tievriiWk|>er ads ahOiArx ing bare'd hnck' <il"l>6retta. Yotjiiig litastereC with itard«tK>ited ' cjsp^^ n<4dly Milidfried at lh#'" Helul!.' Was: ^Mojt for' ■Chlidise^ii^, :'. ' i'f j>cai tags teok ui» th© stunt, VytnmentinR on V;in'.s fearles.sne.ss in ha7.ardin^r hent from bliie-nose Ljronps, and in faco of rondition.s generally, and the public tlocked in. Result w.as a h.o. fdr a full seven days, Tower usually plavini; split w.-eks. More than 85% of the customer.'* were women, in I tho box oflice reBlstor showed iigures wbic}* outr .stripped anything the ,'ttyK!m':W$ tiio^ Billing ''i',] ■ llarllor I. The gag :m|iy'one but .1 ictc .Simutis;;:. manager uf the Poll 'heatre, fujihd it a new one so far IS ila,rtCacil Is ieonceroed' ti|e9t*ring a powerful ra^fige tefescbpef' 'Ke st>ot - ted a half sheet iidslef' <w *^ Island' on the tpp of a giwl cdiiipany t.Hik n»9revitjb»h a iiiilfe away, with t he visioH fi»id*rtf^afned on tne^ 0 Tiie teliescope, located Jh front of I he theatre, drew iiiindreds daily. In iildition, Simons lined up with department stores to hold dally treasure hunts In the .stores for children and ijrownups, with the re- sult tli.'it the film not only .seeurel plenty of publicity but lots f»f n'>ws- paper space without cost. Somo yours ago thero wa^ more or le^s of a. drive on goodwill ideas, mostly in th* form of ticket proson- t itlons, the tde<^ being that the re- <2lpient« would he proud of their dlH- tineOoii and become waikliiir adyerrr ti«!>meheii <iN> the theatre. . . Probably Pat Arsuat. of Colorado Hprttiga. had the inoat i^attoirate idea m the form iirf * os«fete*jr bond which earrkd ta^dp6lU^^•&^|tC90d for ah aditttMifi in^hr<|#»a»»4ated m<»*th. the^S5^ :» year. It vWM Ills thai if mail >v ho came in j^i^ ■would be a mf*"-«^^mm ;.vm»»- patron when he had to pajTi . TbOae ijonda were hot pia#sed out IndW- orimlnately, but sent only to tnOae who were commended tof some fi*-' n&l act of courtesy. People who re- ceived the bonds were pirotid of them and kept them on display. The late llalph Ruffner at one time sent a special pass for two to myone who.ie name was mentioned in tho local paper for an act of courtesy or consideration. This w.as I one-time rido for two, printed in two colors and stating that , tlie eoiirtesy was exteiiaWlv'l^,#l|, aOl./Of public welfare, ■ Similar tickets were put out by i)ther.'S to courteous sales persons, nominated by appreciative shoppers, to careful drivers .selected by the police and for similar achievements, rn each instance it capitaliaed good will a nd proved tO: bo- w»*^ trouble. The growth of the chain-operated e iiH^ujta haa. 4u«co^raged this idea, ■biit .•*frf;at<t^ theite :ror:W^fiie' 'man - •Vgerg.\ 'I, , ^ -'.^'.'v- Summing It Up One ankjle on murder and mystery wtorleS whioh .seems to have been overlooked of late is the appt''il the reader's vanity. The facts of the else ate printed in detail,, and tho reader:is provided with a space in phlCj^ 1^ wtrtte in his decision. No prftIO .■ ti fei W i teg -''B»' hung up for the cortwct ahewer; though thia might help. It Is chiefly to appeal t4 the recipient's Mic^^^Hiia.Of Ai i^ tiess and hla abilj^l>!v%t 1^ s h or lock ihg; -r ^iAjiv^ . IVovLsion should be iMitde ^ir re- ceiving these solutions at the thea- tre with the promise that the best solutions will t»e displayed in the lobby Or in sbnie tihOW witidoW fol' lowing the showing of , the pleiture Not good where |he aoliitton Is ofo- viaius^ but there are plenty Of J^ays with a trick flnish, and theiM Are naturals for the stunt. Another way to work it in an inti- mate house ia to ffive patirons a three-mintite chance to tell #hat they think the .solution wiU be, the deductions beinpr made from the stase the week before tho picture shows and the awards mado the \vet k followiuK. This kIvos a per .son.al touch, and appeals to tho.s« who like to talk in public. Handicap to Riving prizes is the fact that there is always likely to bo the charge th.at tho winner liad infornntion from somft town where the picture h^d ,^lready playodi D AR L EN E WALDERS Acclaimed the Outttanding Exponent > of the Dance «n .Tw0y y.€imH^t^e\ -r'::- "BILLBOARD," Au9. 11 ' I'iiiiilv the st ilidont, how- ever, .Mill I, niri who .shoiiM b» ;i ( Hu ll lor legit woi k iiid i , Ibrthcoming name jn dance ;:circl!^s.:ih iJariehe W>Md«*rs.f .'fvAfiieiX": Aug..;?;;,.: h ilic stepper who'.** as MenMltiV<f 111 rhythm as her limber llriib>i" ■■■■..•'■'.0**«c.'"'- . , . i j- i ll ii 'nW ^^piwpwiiaM ^ ... ,. ........ Loli% Sffecti More than the ttaual attentioit was attracted to a lafe^ t^tout irhieli whistled at Intervals. It aieenled to he on the level jm^ It ,lMrOikffht |l>eoii t (> a' :-Nrii.t....No-tfno. ■ i w< rii i o» 'to-''tMmce II lat' .'tli;i.i-otitotiC '':illilll«»itv'i«a6fc''f.t)^ the th^atira door Waa opehOd ori^ btit that wa« the ahii#er. A btcycte inump was fastened to the d(M>r in such a position that oneininir ;:the door drew out the idungef and closing forced the air out of the pomp. The nozzle was hooked to a small rubber tube which was led over to the cutout at the sldo of the lobby, termin.itIng in the mouthpiece of the whistle. The tubing was obfainc-d from a i>hoto- gr.ipliic sur>r>I.V shop, but firohably is iv.iilable at rubber goods places. It i.-i the sort used for finoum.atic tiulb rele;ises on canuT'is Stmf)le and not »i)t to get out of order. Works hirdest when the business is at the IiiM,U, but c •in he- kept up t»y the loorm in when business is slow. On somewhat similar lines was mother cutcjut which h.ad eyes inlnted on snnll Lamp buli>s. When 'he lobby shopper stood on a board in front of tlie cutout tho eye.H lighted Hoard was on short springs which hold it away from contact when not weighted down. Stepping on the board closed .an electrical •ircuit .Simpl(!, but It made talk, in 1 tilk always makes iicltet jsales if It's the right sort Of talkv\ , Silling^ by Sample Manager who i» planning to li'inc-li his fall season Sept I. ivhich is a .Saturday, has f»ooke<l a ;»irticiilarlv strong feature f<»r the lollfiwing Monday and Tues>l.iy Plans to keep open hoii.se on .Sat 'irday. running a comedy and two reel.s of the |f»icture, stoppiiig at an intere.Htlng fKiInt Ju>»t..t«h«rt of the ■•nd of .the;-.second reel'' ' " ,Ue; OitHres that he rtiay Jio thr<»w- ibff aiii[?ity a, chance for Haturday fiusitieiMKi,/ Itttt Haturdays haVe nf>i iKr(»n''''.ViWTr'-«IWOd''''t*»^^^ ■ the.' Wum-;. nier, |(rhnt ; With a bathing beach and the .autrimobile, : perhapfl! h^ win not mi0 ]iw»*«?,h. Oh thiii, other h.and. y:with---'tk:'-fti^- :n)!k9fliii'.'H&' may get '''miwds In, either befor^ Or • af thair trifM. and Ag^feli th.lt h^ irnnnh Mm Ffifiiettl. interest In th^ fear?, I ore. tin bring ti^m alf iiMkck tiie TOl': b>wllttiV'#iNl^^:^ with their friefid% ■■■■^ PUna to Mill tt ttp a little with th«. deorfceepop;a4M» iioat. hut with hic hah<i« tied to liivo ..oinpAuMila to t he free; admlKaioi^' -XwHiMian; will tiave an easy (:hatr-W lift no smoking, though .i^all^^ .1^ tfie newspaper it he waa|ii;.tO. 0»n jpop- stbiy get over a« a stai; Ahyhoffflt'a somothirifr difterent, and from that angle Wilt fan curiosity, \ Something is needed to start the new .-ieason with a crack Every- thing has been tried from street p.i- r<idea to I lolly wood openings. A ohalMio of pa<^ 0<^ai|t ^ heipb Helpful Guy \yUlneoltit. R. A. Pitciien. r.TC piuggor hefe, will do anything for a mealy or at least. jw» thinks the If'air Jioard. The Stalff.; rair: sroup.* hoping to get soniif.:..iiH>d'-' iji|ea*\.free/^Um«rr'''a' .big fe«li |of, allf Ad Attd^ MplQiiUMiNm men about .:|ow«. '..'affOrv.Whi'<;.H 'eaeh:."tH'an wai:'aute4'' :<M^i«tr ho'-n^ured vwouui coiMllttUlft' A '80^ ; draw before the griiiiiAi^lflir: : 'Patchen. after ^ bloat- ing hiiniseif about two belt holes. arosA to statO without cra<Sklng a smile: Tn niy 0(iinion, Ripley's Helieve It or. Not Odditorium. l''r ink Uuck's Wild Cargo or the Ringling-Marnum circus, OT- i)>ssibly all ttiree. would constltutio ,a pretty, fair drawing . Caught the Women .'V^■■■'Newark.-. - ... J?iir.v^|iliiwo:';i?oitie#.:.- .th.^^^ NaVy,*: "at th« ;l^nfO#dr A bit ' campaign has been'used covering neiariy ^Very- thing but'< Harry A. Visel. .aisslstant in publicity, added' a. Clever touch by adding a competition for yiromen IS a. stand-in for Gloria Stuart. As the picture does not directly appeal to women this direct sales campaign to wcimen had just the right kick to it He promoted the photography from Drew \i. Peters, who had pres- ent two photogriphers every day who were kept busy. As fur as known here this is tho hrst direct sales ciminign api)ealing only to women. Anyhow, tlie film did the be.st business for months and, is holding over. Mirrots V iiilop, Ow vviii.c* ii)ov:» ;';ioitv-|ri»«niii^.r VV.irner Hi >.*. \lh wibi^a b<*i;C>, haO effected i niccv t^eup with thO lvro«iif5V«' C.i>., for pluftgihg his (^iirre^iiit a ttii'%.t ionS' iti t Im big store. I^llioii secuifed p^rtnl«Jiii<»n: "jtit^^m^ Jhe irnlr«» roi:» irt the atvire!*. |Sii*taur.int tnr this iw^ttose^ Mii» ^it,. mm W»i Opeiirlrtt'" or . -eAe^i: hew. -'..AithketiOpi thc^ theatre* painta eapn Of the niir- rorf with attractiver siiirns^ Thf store mahagem(?>nt co-ofierates -WWk'' the theatire and riamea a mindlMty each week afteir the star of the pie>«. ture and the theatrilii artist includea sevisral pltJira for the weekly -k^; cream spei^lal' in his: niirirOr ah' houncement. Several tbou<iand 'ii!>er» sons visit the rest.aurant depart- niOnt'of't(^:AtQirO' feach' w«ifk.> IMces a Eecorft^^ r.ibt'rtv Picturi-'s' press book is not very thi li. but it Is uniiiue in th.at sevei of thr\ eight pictures offered for next season ire alre.xdy made; probably tho nrst time that aiiy press : book haS' offered^ an Advefri?. tiseinent baaed 9n i^79& of ipontplele^ ■prodiict,-"vv^ ',- '•■.■,■.■;■'■■■■ y/'-^v'/ ■.,'..■ ■ .. Lbs Angeles. New idea In the throwaway gag h IS been worked out by the Fox- West Coast lOnibassy here Ilouso IS distributing thousands of small cardSi carrying banner line re.i'ling 'New I'arking I..aw.' with body typo reading that due to warm weather over a spccied weekend, all persons are ordered to ch.inge their parlcing places from street corners, lonely road.s. porch chairs, etc.. to cool, comfortable accoinmod itions in the theatre. Pia to - be jseen are then listed.. ' ^■■v:;^-^•^^•'".■^;'■■■.■■v,■. ■ ■■-! ■■ ■- -Des Moines. TrI - State: Theatres (A. H. Bl.iiik) probably tho first theatre group to di.s.semlnate propaganda at a state fair. Tn return for trailers • t Tri-St.ale houses, ad\ertiHng thi> Iowa State Fair, Aug. 23-3i, A. H. Corey, f.air man.iger, is priving Blank's company free space In tho m.acbinery hall during the fair. i:^rtVf|tates ballyhooa soft seats for tired fWiheN: garden party um- brellas.; chairai. swings and benehe» wliile they peruse the latepi ;|we3« matei^ial fr<wh Hollywood #v the new pure plctui<es aiul A big: book of stillii V ta : help - forgeit the V.V.;'>: ::f|i^^^ The big fliim distrlbutoirti in Hol- land and man.tgers of Clnemaa ar- ranfied a big flim-ball at 2andvoort. Idea is that dancers made up like known film stars of Holland and abroad. Pri^e.s offered by promoters of this gala night. Jury consists of film pffbdiucera. iournallats and artists. - ■■■:-'.■:■-, - -■ Invitations have been sent out to foreign picture stars to attend and probably, .several l<'rench play- ers will come over. To be held in Casino, Owned by Tushinsky, pro- prietor of several big picture houses in Holland. Old in Anierlca, but a new sag hero^ ■■::[>::.. ' -• -' ;-: ■:\iCContitau^ ■-from'-^i»af«;'|*''l ^ Hays Is under no Or^jftr^ i to ail^ A further comprbmlfie . which:: #oOMi. <iuiet oven such skirmiat^A agathat. fhft industry. They joined with Hays' own lieu- tenants yciatOrdayv^ (Mpnday) . la ^ completely discounting reports; sbhio ' of them published In the dailies, th.at Hays personally will intercede for the business at another session of bishops in Cincinnati. ClathoUo spokesmen at the i^the time lm«W of no second conference being sched- uled, reminding that the church as a whole will not act until the Breen plan of self-censoring has been given an opportunity to prove ItseltT The fact that Hays is now vaca- tioning in Michigan, instead of in Honolulu as first intended, has no -iMifht^eance for. "major picture cfiN;U)s. Those point ooe that if HayO volunt.arlly wants to visit Cinc|n« nati, that is 'lis own business. Another angle which gave tem- porary Weight to a revival of th% Cinclnhati conferehceti was Chartta rottijohn's exodus from the city Fri- day. This haa Rince prQved to be on another matter entirely^' •;' ■ ^ ■.; .IfppT'WmOW WALE' '. -'■ '; •■■ Hollywood, Aug, 1*. ;: Bfneiair" -''lie^W'«t(M^^'.''''^^ Walk,' which has been on a Metro •shelf since its purchase several years ago, is off for re-dusting. Krskine Cal<^well bas been as« sigiieiA to Write a neW treatment. T ENTERTAINMENT Experieiiee ^ toviot ^ Organizatteit iYASE^tlCWi .X.