Variety (Jul 1935)

Wedpesday, July 31, 1935 PICTURES 23 EXPLOITATION By Epes Sargent Enlisted Newsboys Something like a dozen years ago Robert .C. Froat eot a newsboy stunt that worked well. He offered a ticket to a certain picture at his theatre to each of the 75 carriers for a local paper who brought In two subscriptions. The big slant was that the boys explained to their prospects they were trying to earn a ticket to the show mentioned and were pepped up with a sales talk oh the release, with the result that they not only sold their subscriptions, but sold the subscriber on the pic- ture, as well. To help along they all wore back signs during the cam- palgln. idea had the same appeal as the 'working my way through college' gag. Boys were not limited to their, routes. They could tackle a prospect anywhere. Newsboys are generally useful, Street sellers can be coached to cry the appearance of a certain picture along with the news, shouting the headlines and Interspersing 'Dangerr ous Love coming to the Gem next Friday,' They'll be glad to do it in return for a weekly ticket, and can- be checked up by someone not known to be connected with the theatre. In hot weather they can be provided with the special hats issued on many pictures or can be supplied with cheap cotton caps which can be lettered for ■.coming attractions. Plenty of chances of using the boys outside the once standard newsboys . parade. That seems to have been dropped of late, though it is still useful for an occasional revival. Advantage of the boys is that they are on the streets during the heavy business hours. Lobby Frames Lobby frames are regarded as more or less standard, but they can be .changed with advantage now and then. For instance one nice dis- play was a couple of peacocks with talis spread, the talis being done in metallic paints. Spaces were cut for six scene stills (openings cut before painting to save paint), and lettered 'We are proud as a peacock of-^.' Center panel, around the bird's head, carried the title. Two ot these worked as hard as » full lobby of the usual frames. In another house the white and green lattice idea is .carried out for the frames, the lattice being dressed with artificial vines. The postfer or stills are on a support six inches back from the frame and lighted from above by two incandescents. Set over in a comparatively dark corner of the lobby, they draw plenty of attention. For a drink title a couple of pine frames, were covered with putty and beer caps were sunK into the mass, after which the visible putty was 'pebbled' by pressing the finger tips lightly against the material, which was finished off with a coat of black paint The best putty for frames is the common store putty or a home made mixture of whiting and lin- seed oil, with a small can of white lead thoroughly mixed into the mass. It can be moulded or carved, and dries harder than plain putty. It should always be mixed for frames Intended to be used more than a couple of weeks, since it Is less liable to crack. Easiest way to mix in the lead is to put the stuff on a board and pound it In with a heavy hammer, using a spataula to keep the mass together. Timely in St. loo St, Louis, July 30. Best exploitation campaign St Loiiis film row has seen this year was executed this week by the Fan- chon & Marco boys on Republic's 'New Adventures of Tarzan.' The conservative Pcvcly Dairy Company and their biggest competitor, the DeLuxe Ice Cream Company, joiped to sponsor the picture and a kiddie show that brought 4,300 little folk to the Missouri theatre to start the week's engagment off with a bang. Joining in with these two big dairies was' the Star-Times which went after the Tarzan showing as a pro- motion feature devoting much daily news space and street ballyhoo. The two dairies, major advertlSr era in this territory, paid for eight full quarter-page ads In the dailies copy for which was prepared by the theatre's advertising department. Parading the streets for two weeks in advance and durin;, the showing of the picture this week have been 35 DeLuxe trucks and 60 Pevely trucks with mammoth banners while all their little trucks carried cards. Dairy companies paid for 15, 000 window cards and outdoor dls plays. More than 55,000 milk bottles and 10,000 Ice cream packages were sniped. Picture of the truck.s deliv- ering Tarjian ice ci'eam cups were made and shoved Into the news weekly In return for the vast cam- paign which was furnl.shcd gratis to the theatre. Hook-up made by Charlie ICurtzmnn and handled in its entirety by Kurtzman and his partner, Harrv Greenmun, with f't-anrls Curley and Lucille Byrne of tlie VKSl staff r.s.sl.stlng. Catching Fancy Manager 'at a loss for suitable material for a throwaway bit on the dream book idea. Dofle as a four page folder, with the display for the picture on the front Other three pages, were paraphrases from a dime* dream book picked up at a stationer's. Every dream carried a double meaning. For example to dream of the six of spades was not only a sign of bad luck but an in- dication the theatre should be vis- ited to. help avert the trouble. Only about. 10% of the dreams Indicated bad luck, the manager figuring that pleasant Interpretiations would leave a better Impression. But eveiy dream was a. positive direction to visit the show. Labor came in working In these instructions with a change for each. One, fore ex- ample, stating that 'this threatened trouble may be averted by spending next Thursday evening at the Grand.' Another permanent piece was a card with directions for removing stains from fabrics. Done on heavy stock with a hole for hanging up. Theatre ran in its own line between the paragraphs and had a heavy cover line at the bottorh. Copies on light paper were run oK for gen- eral distribution with 'A copy of this valuable sheet, on heavy card, may be had gratis on application to the box office.' Cut down the cost of the heavy stock while getting complete coverage. Similar in Idea is the 'What to do until the doc- tor comes.' Copy for this can usually be obtained from the local or state board of health. In either case it is a permanent display in most homes, and the manager who got out the stain schedule has re- ceived many grateful letters. Ante Hookin Small towner made a hook-up to a garage last year that 1b being re- peated. Garage man built several, boards along a tourist highway with the usual copy changed to 'Stop at the Pellham garage for cneclc-up or minor repairs. Drive your car Into the garage, drop Into the cool Pas- time theater to see and your car wlIV be ready and waiting at the door when you have finished the show.' Usual directions fol- lowed. Also a list of possible eerv- ices, such as flat tires, change of oil, brakes tightened and the like. Drivers swing the car Into the garage, receive a check and pay the charges. The theatre 1b about a block away. When they come out the car Is parked alongside with a boy from the garage waiting to turn the car over to the check holder. Last year It meant about |80 addi- tional to the garage each week of the busy season. Theatre has the sign painted and supplies for each change of bill a strip where the blank space occurs In the board, naming the current feature. Man- ager figures that he gets some trade from auto parties who do not need repairs. In another town a somewhat similar Idea Is tied Into the hotel with the argument that a chicken dinner and an hour In the show will make the driving more pleasurable when resumed. Might be a good appeal In other angles, such as stressing air condi- tioning. Same appeal, In a more direct fashion can be made by post- ing the garage with the suggestion that the waiting parties spend the time at the theatre Instead of hang- ing around the garage. Fence Feekers From time immemorial the fence across the lobby, or parts of it have been used to advertise certain pic- tures, but a new kink was given the old idea recently by building a fence of weathered boards with an invita- tion to peep through and see the race. Plenty of gaps in the boards and as many knot holes knocked out as were available. Those who took advantage of the Invitation to have a look were treated to the spec- tacle of a panorama about three feet high, consisting of a cloth belt on which were pasted cutouts of running horses, obtained from some old posters, cb'.efly for a county fair. In a pinch these, can be obtained from stock from •■ lithograph con- cerns. Interior was brightly lighted and the belt moved at a speed to sug- gest a" real-, race. Keep the idea in mind for.'In Old Kentucky' when It comes along, but meantime it is Just as good for baseball or football stories, since all make the appeal to fence peekers. Top of the belt should, of course, carry a running line of sales talk. Just, the peep hole idea diverted to a new use, but even the peephole will gather a crowd; since it fs only human to want to see what -is veiled, and a crowd In the lobby Is bound to sell some tickets. Fence idea can be adapted to va- cant lots on the business street and even to auto parks, with the outside of the fence painted with an ap- peal to give a look. This requires only three-sheet boards, which should be lighted during the early hours of the evening. Sounds too simple to be good, but most good stunts are simple. BEHIND the KEYS Indianapolis. Roosevelt, nabc, totally destroyed by a explosion and fire that wrecked the building and'imperiled scores of sleeping persons at 4:30 In the morn- ing. Blast Is believed to be of. In- cendiary origin and agencies are In- vestigating. Loss is estimated at $25,000. Theatre has had no labor trouble and union employees have been hired at all times, according to Bill Passcn, manager. Omaha. Mort Singer, operator of a string of picture houses affiliated with RKO-PtadIo, added two more houses to his direction by purchase of the Family and Strand theatres in Mar- shalltown, la. Bob Haley, who has been han- dling publicity for the Singer Sioux City house, will take over direction of the Marshalltown houses. New York. Belle Theatres, Inc., indie circuit has undergone partial management shakeup in past week, with com- plete reorganization still in prog- ress. Elias Mayer, general manager, steps out under the new setup, Ben Sherman and Louis Schneider tem- porarily dividing management Canton, O. Several theatre' changes have been reported In this territory recently. The Cllftona at ClrcleviUe has been transferred to HaSel Clifton" and Richard Simkins by Harry Clifton; the Logan, forrAeriy the Pythian, at Logan, has been acquired by the Chakeres Theatres,. Inc., froni the Logan Holding Co., Dream theatre at Mason, 6., has been closed and the State, at West- ervllle is also dark: J. L. Hatcher is opening'-the. Majestic In Corning and the Bremen at Bremen, O., here shortly,' follow- ing reconditioning of both holises.- McKee's Rocks, ]Pa. The ReB;ent theatre, operated by M. Akselrdd, Ipadly damaged by fire several weeks ago, now is being re- conditioned for early reopening. Film Ignited in the machine and the booth, including equipment arid a large section of the auditorium was destroyed. Ford City, Pa. Possibility of a referendum on Sunday shows in Armstrong county still Is In abeyance, as theatre own- ers remained undecided as to what action to take. A local theatre is considering a referendum, as is one In Leechburg, while Rural Valley and Klttaning voters have yet to learn whether they will cast ballots for or against Sunday picture.-;. Baltimore. Moe Cohen has shulterert his downtown subsequenter, Earlc House has always been called the Dainty till Cohen suddenly changed tag fortnlte ago. Apparently change of name didn't hype floundering biz. Joe Fields, who recently leaned the Bouthslde nabe, Brodie, la re- furnishing and win reopen house'in autumn as the Casino. Pair of Indle nabes, Preston and Schanze's, have gone on half-week schedules for duration of summer. New York. Harry Brandt In association with Jack Springer, exclusive of Sam Cocalis interest, has taken over two more Manhattan theatres. Monroe on 7$th street and 1st avenue, a 2,900-seater and the Eagle at 103rd street and 3rd avenue. tAtter seats 1,600. Additions give Brandt 40 houses In this territory. New Orleans. Ernest Landalche, district man- ager of • the Fox Film Corporation, has taken a house at Pass Christian, for a month's vacation. His wife and three children are with him. Charley Clark of Warner Broth- ers has leased a home for the sum- mer at Biloxl, Miss., for his vaca- tion. Denver. Denham, first run house, has lowered admission prices from 25- 35-50 to 25-36-40. San Antonio. Teatro Cine In Matamoras, Mex- ico, across the Rio Grande from Bro-wnsvllie, Texas, damaged to ex- tent of 60,000 pesos by fire. Algona, la. Algona Theatre Co. takes o'ver the Call and new Junior theatre on 15- year lease. N. C. Rice organized new company and holds 50% of stock with the Central States, Des Moines. Rice manages both houses Rockford, la. Rock theatre has Just been opened here by Leo Gorman, Greene, la. Hubbard, la. Hubbard, recently remodeled and revamped has Just been reopened. Emmetsburg, la. The town's opery house, West Bend, has passed out of the picture after having served Its purpose for more than half a century. It is to be razed and in its place will be erected a new town hall that will also provide for recreational facil- ities, picture and In the flesh pre- sentations. Lexington, Tenn. A new house seating 600 will be built here by the Lexington Amuse- ment Company. tibn companies, each theatre In the circuit being a corporation In It- self. As soon as Rlcketson returned he held a meeting with about 12 managers present. Policies were dis- cussed. Rlcketson announced the follow- ing managerial change's In the cor- poration: Ray Davis from iBoulder takes over the city manager's Job at North Platte,. Neb., left vacant by Mark Berkhelmer, as yet unas- slgned; Fred Glass transferred to city manager at Boulder, Colo., from McCook, Neb,, latter berth still va- cant. Fox Intermountain Corp. reopened the Lotus, Sheridan, Wy'o., after re- building Job. Babcock theatre. Bill- ings, Mont, undergoing $50,000 re- building following fire, to be re- operied about Aug. 15. New ventilat- ing plants Installed in Wllma, Mls- soull, Mont,, and Fox, McCook, Neb Fox, Las "Vegas, N. M., undergone redecoratlon Job. and the Lincoln, Cheyenne, Wyo., recarpeted. Oiling Tamps' Macoii. Art Barry, manager of Lucas* Jenkins theatres in Macon, has-the whole town talking 'Oil For the Lamps of China' by a series of con«' tests in three different spots. Names of 300 women were an« nounced on placards in local depart- ment store 100 a day for three days in advance of picture telling, them passes were available on Identifica- tion. Wide attention gained but few passes claimed, hot more than 20. Puzzles In afternoon paper six days in advance concluded on open- ing day (26). Puzzles were talk of town even among groups not com- peting. Ten winners. More than 100 contestants sent in full set. Tie up with grocery chain of eight stores all over city. Window dis- plays of bowls of rice. Four thou- sand heralds distributed Inviting housewives to estimate rice at stores. Passes awarded. Miniature of 24-sheet display board In lobby week In advance. Bogers' F. A. Indianapolis, Buddy Rogers 'was the key used by Ted Nicholas, manager of the Lyric theatre, to open the exploita- tion portals for one of the best cam- paigns the town has seen In many mo6ns. Rogers acted as starter- for the Soap Box Derby races with a re- sulting amount of front page sto- ries. Being the son of a small town editor, Rogers also tried his hand at reporting for the 'Times'; and ail newspapers carried special art on his appearance at the Lyric. Be- sides, Nicholas had. 6,000'cards dis- tributed to downtown ofl!lces, cor- nered the windows In-leading men's stores including the balcony. Feature of balcony construction will be the space of .three feet- between roWs, allowing the latest design In lounge chairs to be Installed. H. and Omar > Hansen, in the venture, and both are simon-pure In the motion pic- ture racket. Policy undecided. Stroudsburg, Pa. Stroud theatre, for the past couple months under the management of Michael Berg, failed to open for' business Monday (22). Small crowds, plenty of heat and three other houses having nearly every- thing In the film line sewed up spelled the end. Bronx, N. T. Alterations started on building by Consolidated Amusement Enter- prises, Inc., to house a new theatre of its chain, located on Mt. Eden avenue, between Walton and Town- send. Ready early this fall, com- pany leasing structure for 21 yeara- at total rental of $246,000. Oklahoma City, Okla. Managerial positions In the Grif- fith Amusement Company of Texas and Oklahoma got a lot of shift- ing.. Bob Browning, former district manager of Griffith holdings in Enid and Okmulgee, Okla., now oversee- ing for same outfit in Shawnee. Earle Settle named city manager of Griffith Theatres in Okmulgee. Comes from ranks in Seminole and Miami, which he supervised for Griffith. John Grady is switched from. Maud theatre In Okmulgee to double management of Texan and Rltz houses In Wellington, Tex. Charlie Trego placed at the Arcadia. Ma'Ud, Okla. Tom Davidson, former assistant at the Griffith theatre in Duncan, Okla., now manager of the Rex in Elk City. Great FallH, Mont. Robert Ramon appointed manager of the Fox West (joast Alcazar, re- placing A. Samuels. Birmingham- H. M. Pratt of Columbus, Miss,, Is to build a new neighborhood thea- tre at Madison and McLean streets, Menlphis. Denver. Rick ickctson has returned from several weeks In New Tfork, where he was conferring with the Skouras Bros. Came back with a five-year contract as manager of the Fox Intermountain Corp. Latter la the holding company for several opera- New York. O. B. Mantcll, formerly sales man- ager for Columbia Pictures in South America, has acquired the San Jose theatre, in the Spanish section of Harlem. Will play a policy of Spanish-language vaude and films with Spanish titles superimposed. House, recently dark, played Spanl.sh-language stage and screen fare. But patrons wanted American film stars, and hence would rather see films In EnKllsh, with Spanish titles superimposed, than films in Spanish. Salt Lake City. Isis has boon renamed Broadway. Victory theatre, closed three weeks for complete rcmodcline, opened Saturday (19) with twin- bill with top adml.sh two-bits. Ean Brougham, man-agcr. Construction h;i» started on Salt I^ako's flnst nabe house, located in a swanky neighborhood, Thwntre win have a seating c»paclty of 554. St. Paul. George Aurellus, formerly asst. mgr. at the Paramount, moves Into another Publlx loop spot, as man- ager of the Tower. Howell Kadrle, formerly asst. to Ev Selbel at the Riviera, in the same spot under Selbel /it the Para- mount, Walt 'Van Camp, former Tower mgr., moving into Scibel's old spot as, boss of the HIvlera. New Haven. Yeggs threw Howard theatre for a $760 loss early Monday (29) a.m. Knocked combination and hinges from door of safe but couldn't open it. In wrestling with it burglars discovered strong box under safe and cracked it for above amount. Safe's contents were insured, but l)ll(6red cash was not. Men left calling cards of two acetylene torches, two oxygen tanks, sledge hammer and crowbar. Montgomery. Paramount-Klncey & Wllby sub- sld, the Montgomery Enterprises, Inc., which controls the Paramount, Montgomery, Ala., is to be liqui- dated. Plan Is to shift this theatre into Alabama Theatres, Inc., K-W operating unit. Bucvrus. O, The LImo Corporation has pur- chased the Hoover theatre building here. Concern is a subsidiary of Schlne Enterprises and plans to recondi- tion the house, reopening It shortly as one of its chain of central Ohio movie houses. Spartanburg, S. C. L. A. Warren, for several yeara manager of the Criterion theatre here, h,as been transferred to the Criterion at Anderson, S. C, as m.intigor, and replaced locally by Ai Uook, former manager of the Anderson house. The theatres are units of the L, C, SIpe Theatres of Charlott2, N. C. I'rlnoo.'is theatre, Marshall, N. C, has boon exton.slvoly remodeled.