Variety (Aug 1934)

VARIETY =#■ Trying to WeM*' Arnolil JUttonl)Cix, potting out a pross book for 'The World in Ro- volt,' lays no claim to imnionsity or color work. For the Mentono pic- ture he has turned out only an 15-paKe booklot. but he contends that seven of tlio 16 papes are de- Bij;ne<l for the exliibitor and not to flat tor the vanity of the producers with an excessive use of a<lje< tives. ■ In many ways he has produced nn Mceptiooal book and one It might pay other jNPesi 4«|«irtni««li If „ ttudy. — The front Isi. of course, more or , legs in the nature of a disr'Iny ad for the picture, hut shows the win- dow card. House advertising stoiis there. The rest is for the exhih- Itor. The second pairo includes a ■trniRhtforward dos( ripti<>n of the picture, witho^t bunk, the VARii-rrv yTevifew, a comroent from the H.nys office 'and liners of comment from > Othier papers. Most of page 3 Is type, ad.<? in single column but with lilOunced display'^A-alue. A pic- 8 t t b » BtaU o fff fl nt ffiv B P i> h i nt tot id^jr di^ftlwlng. Th«^^^ is a ■■tKi0^:,9t--woitiiit :ineL%»; niidre thaii a PMT^ lDf piriUicity stories, ihclttdlng watt Mory on each of the countHes '■lyeiftlQncd In the picture, atid nearly t^b/paseii of ad: catchllnes of from cine to 20 liines each. All ad cuts are IM line, and the exploitation is slm- :fjy explained' irp 41) utraierhtforwiM^'d And mmM''^Itrcily for -ih,e'.iiil|ii:''«ili«\it' yodn^ !t# try to veil the |>let«ii^ fo ^• Mlfphs. It's not mtieh t0 ip6k «t l6ttf M ftid is Miter t|Mii jfllt ■ ' College Staff ouKhfaro and yeMa to him to ask if John is going to the specified the- atre tliat evening. The other boy wants to know what for, and there follows a brief comment on the show. John admits It ought to be pretty good and promises James to meet Win oh the corner after sup- pers,; "J^e go their respective wajri^ 4ieli goitiK around the/hlock, by jrtd*- tlajwi^^^^ t^ prigi^^l wowd has iNMMd on to^ is » new bu^cli io ^orK to. Hm none of the Miinarlu of * plant #nd . ci^^ inore tonvictioh thaii t^ jnopt, *t<^ tractive banner. If thej^M|Jieep- ers on the bl6<* - cdnfWiW: -Of the encores, the boys mOv©: on to the next block. Probably there 1*rIH not be much complaint. rick out a couple of kids With strong; voices and people can't help hearing, wliile the circulation is much larger than .thAt g^lmd; f the car riders. '■■ v Making 'Em last the middle of September. «ttd It leblps ticket salea to nieke « drive iiot 0|ar fOf the treebnuen but for the nppiM^ erctfies. However, It is the frosh who stand in particular need of a few kind words, and spe- cial effort ahonld ,.#linected to the new men. In most instances the Dean will be glad to give the names of the new class, to whom invitations can be sent to attend either a particu- lar performance or any show dur- ing that tough first week. It helps get good will right off the start. In some women's colleges there is •ome sort of a get-together for the benefit of the raw material, and gen- erally thie takes the form of a recep- tion. Where space permits it will be a profttajliie idea to persuade the MthOrlUei^ tt> the theatre to aot a^ hoot.' titrowiiit r email plirty «ltM !lio llMrt >h0lir, a ti<^et to that «aie(W: l«tner liKSlude^ In the in vitatlon*-:,Sl6r n»eh a smoker will be better ItWaiH ft reception, if thO house drapes are not In danKer of be coming irnpregnafed with amoke. But the smoker should be a polite affair and removed from the usual itw event. Whatever Is done, there should ti© some f;of;turo of welcome as a j-rcfacc to later developments when the theatre is loaned for the foot brill (.r athl'tic r.ally. and later on ciucr rehearsals. The closer the Ihentre tracks with the students, the nirre rrrtnin that the atOdent re- . apoiise will be strong. Chaired the Girl ll.irry Hodie of the Warner thea- tre in Coshocton, O., pulled both hnrrfls when he advertised 'Here CotiKs the Navy' and the new and rnc'ie comfortable theatre chairs J(isf installr>d in the Sixth Street. He Kot the loan of a big window from the power company and In- Btnllcd a girl in a sample seat. Tick- ets to the navy picture to the ones "Who most nearly estimated the girl's a£f<e> weight and height. An ahe was not hard to look at, :tliie\i at,ttnt clicked largely, with a .. jperman<ent : punch on the chair angle that coiiid have been gotten oner tn • nio'pother'-^w^'Oa his oonteatfl keep on advertising has Just put over another. This time it was a puppy contest. Hetman had a prtaO iOrrier ivith a pedigree. Of- ferwt fiinir dt her latest utter to as many ohfldfen, tt^rard being made on tho- baaia ot the hestr 200-word letters on "Whjr I w*nt one ot the Beverly pttppiee.' Pupo in a monUi oMiriiid ^Hitribtt made M i. inM»tireefc night i six monfha the dOr* will be JM&red by the local veterinarian »nd a prlie eoliar awarded tho beat ooh- dltioned pooch. Stipulated that award ahalt be made on beach ahow rulea and an ability to do tricka will not count._ yisniredr^o- ketp the pups out of some unhappy hoOri of training. Manager feels that each child will tell everyone that it's a Berkeley pup, and that every mention or thought of the hOttOo lo a potential ticket seller. Same man started a garden con- test last spring, with the local gar- den club visiting each spot once a month, and counts on a flower show in the fall. Also has a tree contest that was started five years ago on arbor day. Each tree and each garden carries a sign for the theatre. Value of theae private blllhoards is greatly in exMM Of the odat of ttio » r ii fO . Man ^ ' ■ ■ ■ ■ lAaOaater, Pa. •Ordeira <i ptiiVf^ ■ ■ That a what the oope aald in the picture 'Bulklog Drtimmond Btrlkea Back.' and alao what the cops said to Ray O'Connel. aaahager of the Grand theatire heireu for part of his expioitatioh gag en the ahow. Playing up lin|teiiMr)ntlnt aa the moat modern and linoat oflloleHt methdd of ertme detection today. O'Connel filled lohhy with large blow-ups of flngerprintsi wlth a yai- riety of slogans such as HCrimO don't pa Jr. The man who left Ihla print behind Is now in the penitentiary.' The law took one gander and then ruled the whole thing out, even though the manager was sincere in his crime prevention Idea. The coppers said his display would do nothing more for tho cause of crime prevention than to remind the boys to keep their gloves on, so he had to take it out. Tying up witli local papoia for the 'arrest' of ISulldop ] )riiiiui)(>n(l, Manage» w ho beliovCB in malting -wrth- t-hi^-d rtya in ^h ie h -tw-^fr'44w " Job and the reward upped a fe# dollars each day, he remained at large, caused plenty of excitement. ■'^ Mexico City. Death masked man strapped to replica of electric chair with skull between feet in a cage on a hearsey looking truck driven at funeral pace through the streets packed 'cm in ttdt Metro's 'Manhattan Melodrama' (rvtltled *Throuch Different Paths' hero) . at tho Cine Balmori. Cliok of ^a 'Deaths Takes a Holiday^ Olnehed at the Cine PaU- eib br OOWlwr Umottalno driven by a blaok vnlfonnOd ehanftOttr and oobtaiidBt » man repreaentlng Fro^ioliaro^ <^ "^H' etott draped la OKopo ha the back •oai« ggiaok and ivM^ on liiKik' 'Of' «iar:annottiiiM>:iW''# w ail.^about. Badged WiliMiil Canton. Wallace (Doc) Elliott, Warner Bros, Alhambra manager here, has succeeded in effecting a tieup with the Kresge Company's restaurant, one of the largest in the city where- by all waltrcsHCs and other em- ployes woire a badge annouaoing the comtnt Of ^mea*^ to the theatre every day two arOeli;* in Od- vanbe of the opening, ih addition he landed Oi nice Otahd of paper on the main street, the Only theatre billinj:: on a temporary partition in front of tilt! Store where remodeling in 'ta-'proffreaib''' Aim aocked Chicago. Clark of "Wolrner Bros, across a newapaper-radio stunt for the picture 'pamca,' when ho got Al JolsoH aa iruest atair of the Ohicago Tribune annual Mwaleal Featival at the Scddler m0* W$^^^ an attendance of 100,00ft,?'" ;': ' Jolson plugged 'pdmes' which stars Ituby Keeler, getting spreads in the Tribuiio and tho yoWt j^ tion, WGN,:;: V-" ^ Vv' ''[■ '■^■'■ ' Lobby Fortimei Forehanded manager la already; busy on his lobby attractor fot 'ShO I«vea Mo Not.' tliough Im la «^^^^^^^ thhrd van, I^a * wolilitiil •omewhat wheel, oovorod Wtth a ilMd'iiae l» front Thia ta painted to aoggeai the yellow part of a daiay with tho part of: the wheel ItaOlf ahowing painted with alternate wfilte petals and black spaces lettered *Not.' Pin« in the rim, similar to those on tho Carney wheels, iuigage a JOaijMio plug to define the segments. Idea is that tlie amorous swain gives tho wheel a twist and waits to see whether she does or doesn't. Looks to the usual lobby clowns to supply him with laughs without the cost of hiring a man. Wheel eah be made of light wood, with a piecb of brasii pipe for bushing in, the center. Should be wOifirhted on' the back, at intet^'als lo.VfiMurei' smooth movoniient. - Advertise it the Week be|fijre:^a^ sure test for the glrra. and iheylll como around to fry ai* Very probably get themselvlMi sold on tho picture. Might be lictter to keep tho wheel llxcd solid tlu* pre- vious week and announce it will be ready for business the <lays of the showing. Not a vei'y close connoi lion be- tween the title and the story, but a better hook-up betweep the title and the foi tuno telUaf ,'ilAi«yi^ That's what> |lgurcdv ^ ^ ^- i ' Lancaater, Pa. Jack Roberts. Philadelphia, trans- ferred here (20) to operate Warner Bros, sign shop. Will handle all card and poster'^work for flvand, Capitol and Hamilton. Harry Trevors, manager of the 'State,' Gettysburg, scheduled to manage the Grand hero. Warner Bros, has announced. ■ '-Kewark. For 'Housewife' at the Branford jfarry A. Visel. asa'atant in publi- eity for Warners, tea tied op wln- dowa. in tho |>lg deiiartment atolls, ; fianibcrter'i^.Ki«ai«*i,'/and'''Hahne'8, ahd alaTln J^&WO; iltriricb *er- ■alaal.- Ashlarli tlit fliit tiiaO the Jitubllb' fiervioe haa over alloaHod its W>nddWr^tised tO: tie: in with a pic- ture, and It % ttieatvJttnoMal for the d«<partm0ht «of*«^' exhibits for houscwlitO'a 1*1^ aaniwut the Pranford. Varying the Car Shout For years tiie man wlio tells his ostensibly deaf friend all about a eurrent picture hn.«i been m&king money for theatres. Occasionally tho pseudo-denf person and his partner walk along the Btreet. But latoly a newcomer has tricked up .<ttie old idea, ^^^atoad of the men, two small *ilio|Nr %ii employed, and they work Oai ojiweiaite aides of the street. Ap- parontly Jlmmie spies Johnnie on ::llM;opfK^ ^ iM^ii;.thor-. Iflir^ of Finger Prints ''"■■•■'■^ Lancaster, Pa. Blow-ups of finger prints formed the background for Grand Theatre's unusual campaigrn on ^Billldog Drummond Strikes Back'. The piz were displayed on lobby boards with signs reading: 'This is the finger print of a man now serv Ing 15 years for robbery. He left it behind on a window sill but It caught up with him.' Other copy read, "These are the fingerprints of identical twins, yet they are vastly different. No two people In the world have fingerprints alike.' Blow-ups can be borrowed from police fingerprints files after they have been used for court testimony. These pix are larj-ve enough to show clearly the difference In impressions. In addition to the lobby gag. Man- ager Ray O'Connell offered a reward for the capture of the 'Mysterious Bulldog Drommond' who arrived in town a day ahead of the picture. If he was captured on the first day the reward was 12. If he was still at large the second day the reward was doubled. On the third day it was raised to $6. Tie up with local papers made it necessary for the person 'arresting' him to have a copy of the paper be- fore he could claim the reward. One of ushers dolled up for the Job and his description advertised Caiarlette. N. C. CL - S« Mwaida la planning to eroot a tiioatro at Qroaavllle. M. C., for NiHrtD Carollnii Theatrea. lac elMdn operators wltH headiinartera In Charlottes Morth Carolina Theatres, Inc., already operatea the St§to theatre at GroonTille. lornchburg. Academy opened under manage- ment of C. & F. Theatres, Inc., sec- ond runs pop prices. Same outfit operates theatres in Norfolk and Asheville. Theatre practically re built inside, with new seats and sound. Switch in managers of Paramount theatres In Lynchburg and Char lottesville i>lanned by Hunter Perry interests. Willis Grist. Jr., man- ager of local Par, goes to Charlottes- vlllei, and Marsh GoUner, Par man afcr in latter, takfs hia place. the POnn at Kew <faatle, J*a. and plans extenaive tmproveraentik. Warner's Sixth Street at Co- shocton, dark for two months, has been reopened on a full week policy under the management of Harry iSrodie. The house hao tAiil'ten- tirely remodeled. ' .Clarion. Pa. Action has been deterred On ia local petition for Sunday ahOwa^ The petition,: presented by liini- nel Wilsim, attoi'ncqF/ for a local theatre ownOr^ has been presented to eouncil. and ehurOh ihtereata are ejected to Oppose the move; Gene eurtia left nere to become Odyertlalng and exploitation man- agOr for eastern division of Famous Players Corp. Harry Dahn returns here to resume his former position aa manager^ the Capitol theatre. Bronx. N. T. Bandbox theatre acftuired by Al- fred C. Goldreyer, Who has the nearby Concourse. Goldreyer rcn- Unlyorwtjr., ; " in m newspapera and broadfsast t1ibatro^s<'<^adlO-tlni«j' Mickey on Parade Taeoma. ■ Bill Connor, aaaistant to Ned lOdHa Of the HajBTlck theatres here, pulled hli Mickey Movae' Ciretta in largo lobal park to 1.B00 piaOple. Exploitation was outstanding and happy parents packed the sidelines OS youngsters did their stuff to the accompaniment of local Mouse band of 30 pieces. Parade preceded event which attracted city wide notice. Fine build-ui^ fin'^v^^ houses, here.:' Big for a Short Radio I'ictiircs is putting out to about 1,400 lialliounis the illustrated lesson on the (-ucaracha, which is danced in the technicolor short of the same title. It haa been simpli- fied by Arthur Murray, dancing teacher, into a 4-4 step that is with- in reach of the average dancer. Stunt was worked for the press book by S. Barrett McCormick and picked up by Leon J. Bamberger for special publicity. Same idea worked no well on Cariora that it is being done for the Grasshopper threc- reelcr and will bo worked again on tho Continental, Introduced bv Fr^rt Astaire in "nie Gay Divorce*-,', Troy. Frank P. Farley, for several years manager of Warner Brothers Am erican in Troy, has resigned, due to illness. He will recuperate at Miami, Fla. Leo Rosen, managing director of W-B houses in Troy and honso aaaager oC the Troy, tem- FOrtoyfo dtitlea Los Angeles. Fiaetlcally an VOac West Coast houses la this area, and number of indie houses, are putting a gen- eral b.o. prloe tilt sf Ave to ten cents la effect in the next two weeks. First city to go np 100% Is liong Beach whore tfit became effective lost Friday, Al Haymle resigned as mgr. of F-WC Balboa at San Diego, and is replaced by Fred Alwaice from the Strand, Saa Pedro. Al Bart^of succeeds In latter apot. Fox West Coast has changed name of the Fox Martin la Globe, Aria, to th« Fox Alden. First drlTO-la tfetaatn in west opens here popi H. Villi oapacity for, WO Canton. Pastime at iUttman has beOii aogttlrod Bohnman ClevO' taadvlM ^ fOBkodai ta^Moo be- leased the Hary JaaO from Mra, M. H. Bppatein and has reopened OB a full week policy. Opera House at Iiovelaad recent ly suffered loss o( apiiCOaMnatejlj $1,000 from fire. Princess at Wauseon has been re opened after e omplete .remo deling and reflttllMitl''^H^P'.^^BlpM^Mtf;;'t|iMU|-- ager. Jack Steinberg, owner of tho Dome, Toungstown has taken over the Harbor at Ashtabula, dark all .Summer. To reopen immediately with three changoe a week. ii^m tt u ^ ' :Tliea^roa ..ho#,,.9»rojhl»»od. New York. Ja^k Wolhiateln Wilt manage the Alhambra, in Harlem. When RKO reopens the houae shortly with straights liMresi Weihateln has been a fl^wO manai^ foii' RKO In Brooklyn, v, '■'<^;:r^y^<;-rZ:C\ ■ •■ Port Wayne Indiana re-opens with straight film policy, after shuttlAg dow^ dVU!'* Ing summer perlQd. Riaito-goieaffistoa' tentli annftorr aary, ■' ,,, ■ Omaha. Illness of Man.'iKcr Pill Singer of the Brandeis theatre necessi- tated lengthening of his stay In Chi- cago where he went for a couple of weeks to see friends and to attend to some bookini? businos.s. Returned to Omaha tYiday (24). In his^absence liousc in charge of #<^ii ^Ntlhian, houflo managor. > Milwai^ee,'' George Gam brill, switched by Fox from MarinettiB, Wl*.: to lAihamhro; Milwaukee.: ■ li.^ ■ Stanley Mc:^cr atirltehbd' from Al- hambra to, QHental* Milwaukee, succee<is Riiaa t*eddy. ^^Burmek aUcceeds James Mc- Opiajiy as hoiise manager at Oar- Jjg^; ^c^^liey Wrcs- w ' « ' ' ' Xcwai U. Warner Bros, created n now ofllce, public relations counsel, |ille4 by ¥Yank Henderson lr«i)«i -thO':fO^ City Amijs. Co. Washington Amiis. Knt. of New Rnpland taken Iomlc Icisf on the City In Hosfvil).' sccli-.n. Ilmisi' Will be remodeled and refurnished but »o i^licy i«^nn^ ' ■ . I.diii.n'ilU'. Dimy iMUfi (formcily Walnut) leased by the Rlake Amusement C^omp.m-y for an trnnnnounCed po- rIo<l. .Stnner I-taA«len,-f«»' m e » Partii - mount man. Will VMahage. HSottrtll ofiuipmi'nt Wtlf .be i«i«ta1ted. /Opi6«i« Sept, I*;; ■:^?:;,'vi;^;';. ;-/.vv;v;... ■ This is the time of year it> ^ive some thought to the school hookups, p artieute riy tho se ' w lth^Hte .Tthleti e teams. Always possible to tie in to the basketball five with a spc(i;U. benefit performance or through hit- ting the team sell tickets on com- mission. Possibly there is, also a hockey team to be outfitted. The commission sale Is the more quiet method, but what the theatre noeda Is a more noticeable Whoop, and this is p.'Lined through a special. Book back some recent hit. NO use wasting a new title on n stunt, that sells tickets through local pridO rather than tho appeal of the-at*^- traction. I'ut in a coOplo of ahortlb and let the school bOyo: Oupply 'tti^' remainder of the ahow. Thex oan Whoop it up into soMiethlntr big if there are a couple of Imatlera en tho team. Ifiit the ticket.: aole Oiitlriiir iiito thilr handa. nsfhtf your oWh judgmont as to whethoir or not to permit aA advanco aale in the lobby* Deduct ^nOnsea and tiirn the rest Qicer. to; 1^^^ No immediate proftt..it«fr^':i^ from the goodwill established. If tho gti-la have a team, work tti with* thorn, too. tliey .may not be w ilUng to go to the trottblc 6t a show, but they will acll on commis- sion and possibly thiry can supply a stago'aet for somo off night. WhalOycr you do. tho base is tlie '.. aame.: The team needs moin v if yeu can hcljp .them to pet it, You're : :ftelpii'lii.:8||^ .,. ;^apniiriKliiMii. It may take a little nerve hut in sections where Catholics ;n «■ not populous it niiKht be a good stunt. In Birmln.irhruu the other wcoK-. for Instance, tlio Hit/, was playin ;" 'Of Human I'.oiid.iKc' one of tln' lirst pictures the ("iiiholics .ulvisrd boy- cotting. Headers wno placed with the daily papers st.nting that HirmiuK- ham theatre Kticr.s. were getting the opportunity of seeing this much dis- cussed and boycotted pieturC, and that the picture helped start the drive to clean Up pl<;ftjr^s. ' ' Man.i};< r In a not too small town Is going to oi)on the school su.ison with a bnnfr. He has ninde a de.il with a local br.-iss band to l<;i,l the pupiLs back to musical acc(mi)):iMi- mortt. It is Jive blocks fro?n the theatre to the high school and .in- other two to the grnde 8cho«»l. Idea; Is that the pui>ils gather at the the- atre about half iKist eight and dt a quarter to nine they hOlStd out'fOT high school, witit the band Wwiirtg<^ ing into The C^Onflt's All Here,' a block from the ocho^l; ilit tflO aoho^« the hatlohai ahtlioin iifp J» pl»ye* aa^ the Iteiw i« run «p oh the school staff; - Theh the batid lends thO smallcif pupils (o the Rrade s( hool, Another Verso of tlie nntliom and then tho kld.s are supposed to trip in to the school ci.ni^ frcni liat'cs in Toylaiid.' Propositi.m Is tlwit tb(. i liildrcn will be all pepped up and out Of'a eonipliiiiiin;; It.iine of niintl. Any* how tlie hoiiso is pcllin;; a lot of pr< .-^s siiitT, w itli ilie editor approv- ing. If the li-i:; works, Jt 'Will l*' rcpr ited niM 1 the t'hi istiriaM lioll*' days. ■ . ■ _ In another town the thWiiW ifi pl-inui rtg Hp «» e i <i| B nttU' i tei l ' ■ for aU wliA hoy*: a; pei.^#^tInti^Ofid'^ ajifc" l of *M'd,uto ;tf*af wo^k iWMi*i«i ilhat 'tjliia -..^rf|. woelK' ^ ;the: h,.ii^-rt^ft«' . f