Variety (Oct 1935)

Wednesday, October 16, 1935 PICTURES VARIETY 29 EXPLOITATION By Epes Sargent 'Dream* in Pitt PUtsbuirgh, WB city managers, 17 pf them, havelakeh' 'ov^ iSlitire' iroase' iov Wednesday night (30) peffbrmance of 'Midsummer Night's Dream,' which comes into Nixon for road- show engaigemeht week after, next. Boys have agreed to, dispose of 400 ducats apiece . to personal friends/ (which would represent capacity of houses), and will be on ha.nd at dooi' that ifew to greet their -..paying guests;"' Suggestion came from one of managers himself at district meet- ing and was talven up 4mmediately by others. Series df other sponsored nights being lined up by Bob Collier, here on - special exploitation, with indicitions bow that week will be a sell-out before flicker opens. -Warners tossed a luncheon for sponsors, most of them drafted from social register, at William Penn hotel last week and had Cliancellior Bowman of University of Pittsburgh chairman affair with Dr. Richard Burton as the principal speaker. Anothier to address gathering was B. Iden Payne, one of sponsors and director of Sljakespeare Stratford- on-Avon theatre. He's here to stage Carnegie Tech's annual Bard pro- duction, 'Antony :and Cleopatra' tills year, which opens at Tech's little theatre night after 'Drea,m' gets under way; 'Class opening being modeled for most part after Hollywood and N6w York premieres, with possibility of Jean Mulr appearing in person If she gets back from England in time. Micke^ in Canton Canton, O. Loews, Canton, O., gave Mickey Mouse's seventh birthday anniver- sary a real bally when that thea- tre recently featured a morning all- Disney cartoon program for the kid- dles. On this occasion a large Two- Guh Mickey doll was displaced In the lobby of the thea,tre several days in advance of the special show. The management was host to more than 100 kiddies from the Falrmount children's home at Alliance and at the conclusion of the program pre- sented the life size doll to the home. The stunt landed the house two excellent front page stories in the Canton Repository besides a two- column and -a three-column special ar; on Mickey. An effective ani- mated easel oif Mickey Mouse in color was conspicuous in the lobby. House also promoted a box of pop- corn mnd a popslcle for each kiidle. The management also mailed to each principal In the Canton school district a letter asking co-operation In stimulating interest in the spe- cial cartoon show. For a single showing, the cam- paign was one of the niost comnlete attempted here in recent months. Nearly Upset a Raid Lynchburg. Trenton theatre's teaser campaign for 'Special Agent' Innocently came near upsetting a police drive on liquor joints. Couple of weeks before the pic- ture came in. Manager Charles K ISagle began to run personals in the classified column.^ of the two dailies. They went like this: "Mac —lay off plans. Looks dangerous, with special agent coming to town. Phil,' Eagle didn't know it, but the po- lice had undercover men at work, spotting 'nip Joints,' Even the cops fell for the ads. figuring maybe somebody had gotten wise to what they were doing and was trying to warn the bootleggers. TipofC came in time to prevent the bootlegger.*? from taking cover, and the raids that followed the in vostigation were succeesful. Cohen's Bedheads New Haven, on Cohen ^ad some nifties for his campaign oh 'Redheads' at the College. Labor organization picket- ing, local restaurants in wage dis- pute, made the sandwich^man gag from the film, using a blonde toting, a sign, 'Redheads on Parade Is Un- fair to Blondes,' a timely stunt. Another angle gave Oakleys to flr.st 25 redheads applying. A pub- licity search for an Italian- redhead drew comment in ' the Italian quarter. A. series of classified adva a.sked for redheads to exploit th< picture and a restaurant tie-in gave an Oakley to each patron whusi chock had a rpdhead pasted on the back. A redhead fashion parade was one more atteiitlon-gettiir. Cohen, aliso used the illni to in- .lugur.itp a spmi-permanent windmV ■llsplay consisting of a miniature shadoAV-box theatre, with redheadH dnnelng on the stage. Gadget is oonplructed so that apiiropriafe fic- ups for each week's ftUn may be inserted. Classy Plaza theatre, N. which has garnered most of the swank patrohs of ' ThS.*"€rslwhlie "LlttW-. Picture. House, doing some mighty nice advertising, planned by Milton. H. Chambei'lain, who runs the house. A late example is a six-page folder, 6x3%, with a tasteful line cut of the theatre. Done in brown on a heavy cream paper. On an in- side page, is the announcement that a house - ballot shows a, preference for a, single feature; as opposed to doubles, and announces that singles with a shorts roundout will con7 tinue to be the fare. Class patron- age Ig not looking for quantity. In- side lists the three attractions for the week, with the back given tlic underline. This is enclosed In a folder, the main page of w^hich shows another cut of the theatre. Circular cutout on, the.front permits this to show through. When enclosing the week- ly prograni the same cutout also displays the theatre cut on the main program, .Wrapper apparently is a standard institutional sales copy. All , enclosed • in an envelope to match. House, (which Is in the Leo Breecher string) has seats wired for the hard of hearing, check rooms, physicians call service, dog kennel, where pups can be checked, afternoon, tea and segregated seats for smokers. AH of which appeals to the Park avenue patrohge. If Winter Comes This Is the time of year to .con- tact plumbers and steamfitfers to arrange for prompt Information as to families who are haying furnace trouble. Shoot off a letter express- ing your concern and suggest that thti best way to offset the discom- fort is to drop around to. the warm and comfortable theatre Instead of sticking around a cold house. Best plan is to enclose a couple of dated tickets for the same evening. More than two in most families, and if they all come the pass Is an Invest- ment. It's an Investment In good^ will at any rate. Also goes for burst water pipes. This stunt has been In use for years by some theatres and always with good results. Another good winter Idea. Is to form up a show shoveling squad to shovel sidewalks after each storm. Done on a flat rate of so much for each 20 feet of frontage or a frac- tion, with something extm if the paths within the yard are also to be shoveled. Base the ra.te on a two- Inch fall with an up for each ad- ditional Inch.. The work can be laid oft to unemployed or to Boy Scouts, if the latter are dependable. In some towns where the theatres are centered around the business section, it pays to establish a bus service when it snows. Buses leave from designated points at given times and haul the patrons to the theatre if they buy tickets. Works on the principle that they would not come if they could not ride, so what- ever is received over the bus cost is. like found money. In some sec tions the school buses are used. In others various conveyances are con tracted for.. And on snowy nights have a cou pic of people with whisk brooms I'eady to brush off- patrons before they enter the lobby. Amateur Symph Detroit. Creation of a junior symphony or chestra was launched tlils week by the British-picture Lafayette tliea tre, in connection with its showing of 'The Unfinished Symphony (GB). Stimt, which will be continued in definitely, caught on and is upping house's gross to the highest levels in several week.s. Every ticket purchaser is entitled to wn audition and one free lesson on any instrument used in a sym- phony orchestra. Arrangements are in charge of Prof. William Boiirquo, who Will conduct auditions ev«r.v' Saturday morning at the theatre. Prof. Bour- qUe, who orgahizt'd the youngest string quartet in the U. S. in l'J23, drew a lot of copy fi-om the daily prints. Tobacco Beauts Winson-S.-lem; X. C. Norrlis Hada:yay, manager of. the Colonial tliemrc here, has tied up with the eight tob.acco warcliouse.s here and is putting on a Tobacco i<"c:-;tiva;l during the woek of Oct. 21. lligh spot will be \S"(';lneHday ni.^'hi when a tobacco (lueen will lio picUod and given a trip to. Washingt()n, paid for by the warehou.scs. Colonial is .second riin, iioiise and caters to the tobacco gi-owcr-s, who have received Sl.noO.COO for tho golden weed Cnrm warehouses licre during the first week the marUci operated. The beauty contest Is on the ui; and up with only I'ural gii-ls allowed to enter. Doormats It takes Loew's Syracuse theatre three and a half 13-inch pages to Itemize lis oarfrpaiijTi 'on 'Broadway Melody,' but nearly two pages of this details the various newspaper Insertions. Outstanding feature of the exploi- tation campaign is doormats In front of stores, hotels and restaur rants. Siehclled on roofing paper and laid. flat, on the sidewalk, .It's a good idea if no- one trips over the mats and sues fbr damages. , A, fairly small verdict will kilt the' profit. Where possible the mats shoiild be put down with waterglass, which not only keeps^ them flat, but increases their life. A better gag was the use of l.OOO title pages of the song hits for dis- play in the music store and finery windows. Pal of 'D. Jim' Portland, Ore. To plug 'Diamond Jim" (U), Ted Gamble, of Parker's Broadway, made a personal call on Markle Mayer, 70-year-6ld local character and philanthropist, who was a per- sonal friend of Brady in the old Broa,dway days. Mayer conse?ited to write remi- niscences of the days when he palled .around with Dianiphd Jim. Story published in local dally at- tracted much attention.. Eagle Kids Eids Brooklyn; rry Cowan, pa. of Fabian's Fox, in introducing a Saturday mat-: in'et> serial,' tied' up with The" Eagle for a Columbus Day theatre party. Stuni. involved The Eagle sponsor- ing ])arty in conjunction with the Sons of the American Legion. Some I.50O youngsters particlpat-; oil in parade from Eagle's office to the theatre with music furnished by two legion bands. ' Theatre . part>; Was aii'.cd by arrahgeraents commit- tee compo.«ed of Capt. Angelo J. Circotto, prominent legionalre; Martin Dicksteln/ picture ed of The Eagle, and Howard Anderson, Kings County chairman of the Sons of: the American Legion. Eagle carried dally stories before theatre party wasf staged and good followup yarn. For March of Time RKO has sent to 725 Jewish rabbis a copy of the advertisement to ap- pear in the November Issue of For- tune for the Palestine clip Irt March of Time No. 7, to be released Oct. 18. The publicity department has also instructed the exchanges to screen the subject for their benefit. Company^ further suggests that e.xhibs getting the release .obtain lists of Jewish congregations and circulai'ize theni in advance. Most secretaries will be glad to supply the lists if they are first InterestcsJ in the picture. Toronto. Acqi^isltlon of the Granada, Ham- ilton, by Empire chain and the re- placing of 16 employes by a Toronto staff of Empire men has resulted in a serious dispute between the na- tional and international unions, with the Hamilton city fathers drawn in as unofficial referees. Ousted men were members of th^ international and claim they lost their jobs when they refused to surrender .this mem- bership^ and enroll With the national union with which Empire has a con- tract. Minneapolis. After nearly two months of ne- gotiia.tlon3, Independent exhibitors and union booth operators here are still far apart on any agreement regarding the scale for a new con- tract. Negotiations still --re being continued. Operators ask for ah Increase in scale that amounts to as much as 30% for some situations, exhibs contend that conditions do not war- rant any pay boost and claim that most of the booth operators are earning more than the theatre owners. The old contract expired Aug. 31, but the men are staying on the Job pending the completion or breaking off of negotiations. Any agree- ment reached will be retroa:ctlve. St. Louis. 'Pompeii' given private screening for Ned E. Deplnet and other RKO execs attending conspiracy trial here. Collins circuit taken over man- agement at DeSoto, Mo., theatre, 700 seater. Oscar Lchr opened his Richmond Heights, Mo., theatre, 650 se.ater. William Moran, former Spring- field, Mo., and Oklahoma City axhlb contemplating opening several houses in this territory. New Rogers theatre, Cairo, III., 8.00 seater opened. Carr & Burgess operating Opera. House, Eminence, Mo., re- cipnti.v reopened. E, D. Ciourter, Hamilton, Mo., re- centl.v transferred the Cpurter the- atre to D. L. Lowrle. The New ©."jceola theatre, Osceola, Mo., reopened by Ancell Lacy. For- merly known as Turk and was op-^rated by Jne Allard. .Hall & Hart have taken over Ash- I'.ind, 111., theatre. House formerly known as Artcraft was operated by U. E. Wil.son. ex-asslstant manager of Earle, to manager of Savoy. Promotions are in line with, policy of Zone Manager John J. Payette of moving boys up. Syracuse. Second run policy becomes effec- tive at Warner's Strand, now op-! crated by RKO Schine pool; on Oct. 19. This leaves Syracuse with four first run houses, three pool-bperat- er, the exception being Loew's State. Initial second run bill at the Strand will be 'Top Hat,' and '3D Steps.' Too Concentrated Too many theatres are trying to sell along the lines of least resist- ance-. Of course they, do .not ftx.-„ press it in those words. They argue that if they sell the top feature la a big way it will, carry the x-emaln- der of the week's changes.. Maybe, so,- and then again, maybe It is all right to Hat' for instance,, will bring .in more riibney in five days than tlie we^ekly average-, but it will -riot pay to ig- nore the facit there's another pic- ture for the extra two days; Instead of concentrating on "Hat' spread the bet. Announce: 'Of course you know we have booked' 'Top Hat' for five days Instead of the -Usual three. It Is a picture that will warrant extended booking.' .But "don't for- get that on- Monday and Tuesday we have .'Caught in the Clouds.' It's a swell little picture with som© great sky shots. Why not plan to see both? They are so entirely un- like you'll enjoy them both. If you can see only one, of course you'll pick 'Top Hat,' but If you have nothing else to do Monday or Tues- day, drbp in and look at the other picture. You'll probably enjoy It.' Give some space iii the lobby to the filler picture and make It look Iniportaht. Do not feel tohat: those two days are Just the calm before the storm. If .you cah sell two tick- ets Instead of one you have sold one extra admission. And you' have probably sold it on a noh-percent- age basis. That goes where you have two or threei features more evenly matched. Do hot concentrate on.the easiest to .sell., Concentrate on the lesser lights. Do not try to blow, them yp to appear as big as the week-end picture, but sell "it modestly but con- fidently. Do not permit your public to feel that you have only one pic- ture out of three that is worth talk- ing about. It's your job to sell tick- ets every day and not trust ta tb© law of averages. Vv'ashlngton. Local Warner- ros, office last work completed bigK:est ptir.sonnel shnke-up, all promotions, in years. With appointment of .Tanics Root, ex-managsr of Savoy, to mana.ger of Tivoll. replacing Stephon L. .TCIl- b.r»''l;f>!', who . died week beft)re ^ast, a tot.'i.l ot nine employees get new e\('cn!lve po.sts. Thn, new set-up .finds •'•iiy Won- ders retaining his post as lOrrrlc; pro- diiell'in. olilef and adding dutlf.s as mana.ger of the Maryland ^V^{ .dis- trict:! -Nat Glasser, ox-D.C. dl.s- irlet manager, now head;of Vii-fjlniu distri(vt: Harry K. I^ohmyer. ex- Harle iheitre mana»cer. now D.G. distrlft nriniiger; Chai-lrs Grime.s. ex-Coloiiy manager, now manager of Earle; Fred Thomas from Yorl-; to 'Col'in;.'.; Arthur Kllhurg from Tfi>me to York; Claude Lind, ex- a^.'-'istant manager of Central to manager of Home; Fred McMlllIan, Spartanburg, S. C. H. R. Berry , has signed 10-year lease on Hartsvllle Community House auditorium, 1,000 seats capa- city, and will open new first run fllnas and vodvllle house. Already operating Temple Theatrie In Harts- vllle. Both extensively renovated. Russell, B. Lentz, hew commander of Spartanburg American Legion post, has Joined Miller C Foster, attorney, as co-director of plans for new $97,000 stone and steel Spartan- burg auditorium Jor vaude, concerts, etc. Contract to'be let soon. City of Spartanburg Is co-sponsor. Liberty, Darlington house, now booking frequent vaude units with new stage and elaborate wiring and lighting effects completed. Dope Is widely reported $75,000 Publix-Bamford Ashevllle house deal cold, but no statement of denial from management. Tacoma. H. T. Moore's Rlalto, former dual ancient run house at a dime, prettied up at a cost of $16,000 and re- opened as first run at 15-;^5c. Moore, oldest Tacoma showman, Is after gravy at these prices which Is 10c. under other first runs, Roxy and .\Iusic Box, and it looks like ia bat- tle. S, P. Dean, Rlalto manager; Woodburn McDonald, publicity. Seattle. Warner Bros, acquired Bijou, AI>erdeen, and new Hoquiam, in rioquiam, Wash.i from Dave Can- tor, and win operate as part of their .N'orthwe.'it chain. Los Angeles. Fox West Coast now operating Tower, Pasadena, following three way deal whereby Berlnsteln & Lustig sold out their holdings to Rob",) & Rowley and Art Miller, Flatter in turn switched hou.se with F-\VC for circuit's Strand and will operate latter as. a second run^ Tower continues first run. Loew's State, opened around 12 yeara ago, will be completely over- hauled at cost of around $3.').000. Work win be done at night, with Job completed by Christmas, otiner' • Ravenna (nube) re- opens .N'ov. 2 after being dark six wcek.s for remodeling. Ilarry Holmah remodeling the Sdbobo. San Jacinto, Calif, St, Loiils, All plx houses In St. Lo^uls area, including nabes, are now on 'fair' list pf lATKE and M.P. ops of U.S. and Canada, last holdout Lcmay Ferry Theatre In Kt. L, County, south of here coming Into fold last (Continued on page 31) Club Stunts Not as many theatres appear to be using the kid club stunt as pro- moted by them during the initial Mickey Mouse craze and the danc- ing school phase. Some were per- mitted to die out because the man- ager lacked the invention to keep the club attractive by advancing new Ideas. Yet the club can be made a strong constant factor In win- ning adult approbation and If prop* erly run can be made to win over the Parent-Teacher group. But the appeal to the youngsters should be changed at least once a.season. One club Just now is going In for a 'supplement' and known by that name. Regular club meeting runs from 10 to 11,30, Then comes'the supplementary meeting, for the girls one week and the boys the next. For the girls there Is a cooking class with a couple of simple basic recipes demonstrated. The Idea, is to work In all the elements of goo.d cookery before _the school ends. Alternate weeks the boys get their Innings. Here It Is a lecture on tool handling (with stress on the care to be used In handling edged tools), and a demonstration pf how to make some simple article such as a cos- tumer, giant kite or a scooter. Both appeals are taking hold and bring- ing in new members. Mostly recruits come from an apathetic club spon- sored by an opposition house. In another club the members are writing a story. First meeting the scheme was outlined. Second meet- ing each member brought in a plot. While the show was In progress the best plot points were picked out and worked into a coherent story by* i local writer. Now each week they bring in material for the next chap-, ter, which is talked over aftei- the previous chapter Is read. Each week brings in a few good Ideas and the story' promises to he good enough to be run in the local paper,with the type to be saved and made into book for-m. Now it's seldom that ia child mlsse.'j a session. Keeping Tiptoe Believing that general Interest In pictures Is more lasting than plug- ging one feature at a time, an alert manager is making a lot of new fans through a contest announced to run through the season. It started back In September,: The conte.st la for the best summary of a picture In'not less than five nor more than 10 words. Only stipu- lation Is that all entries must carry u n'aime and address and'bo written on a postcard. Jvatter Is to make it easier to handle since cards are uniform and there Is no envelope to be opened and disposed of. Minimum limit Is set to escane one-word descriptions. Top limit l.s to make them brief and brisk. One of the u.nhers, a bright high school girl, weeds out the obviously inept, and the a.sslstant manager doe.H a little more culling, leaving only the real poa.slbllltles for the (Continued on page 31)