Variety (Jan 1936)

.WedDCsdjaf, January 8, 1936 PICTURES VARIETY 21 Likes His Press Recent Item-. this department anent the use of a small hand press In theatre work . reminds Martin W Larnioiir of the National theatre, Graham, Teicas, that he owed us a letter. He writes In patt: 'It TDCtura to me that tw6 or three years ago j'ou wrote asklngr if I oyer bouffht a press, i did. and I thank vou foT tTie advice. BbUght. 6 x 19 press and about 14 cases of type and a lot of other stuff and made It pay for itself in printing bills saved within six months after it was received. Since then it has made me hundreds of dollars. I have a girl to run it, and we not only print a program, print c * date heralds, . but get out aU sorts of novelties, pfiflce forms, etc. 'I am enclosing a few samples of our work. The Christmas cut is a. linoleuni cut that we made ourselves, The rest of the enclosed stuff is just junlf to show you the variety of work we turn out. We have even been offered outside Jobs, but the printers and newspaper men here are friends of mine and so I have Dositlvely refused to do anything except my own printing, and the v are still my friends, even going so far as to loan me anything they have, order supplies for me and allow me to use their machines for cutting mystock, etc.' He sends a full package of samples, including some Rotary club , publications. He writes copy for one side of the four-pager, which is reproduced, by mimeograph, and then prints the other side with promotional matters. He also includes postcard programs, a Very sightly weekly four-page program for the theatre, duplicate cards for his Bonus Nights, office forms and herald inii)rints. Mr. Larmour is fortunate in liaving the friendship of the local printer, but the printer knows that the press is not costing him any orders, since before the press Mr. Larmour was one of the leading exponents of the use of the hektograpli. He even ventures on twocolor' jobs, which is not as easy as it sounds. Incidentally, his ->ress "assiSOtnt is a good proof reader, whicK is Important. Two-Piece Fram Manager of a subsequent run has an idea for a two-week exploit on 'The Perfett Gentleman.' He saw the picture in town and realized that Frank Morgan was almost a double for a local character. It will take very little make-up to turn the latter into Morgan's Major. Chatteris. Idea is to turn the iocalite into a duplicate of Morgan and keep him "-around town for a week with merely a back sign reading 'Don't ask me who I am. I don't know myself.' After this runs a week he'll keep right on, but now withfront and back signs for 'Gentleman.' He's paying the.man $3 a day and figures the initial $18 investment will. have ;ry one p n When it Idea is good for otlier pictures, particularly whei-e it is desired, to gain interest for a particular character. There is always a build-up value, and it's merely the question of whether th^ additional expense will yield a commensurate return. This exhib thinks it will. Probably he's right. Might not be so good for a low-budget house. Right now the prams are working for the Marx brothers. Just to be different one exhib plans to flood the town, with Harpos, ignoring Groucho and Chico. He has used tl;e trio on early pics, and thinks that a bunch of one character will be better than to repeat. Front sign on the bunch reads ■Tou . can have three guesses ais to who I am. But you won't , win any prizes. Tou ought to know by this time. If you don't, go to the; Isis next week .and see me and my brothers." It's at least a change of pace.. every one primed to look for the sign TN'nen it does appear. Just Happened (?) Nijw Haven. Ben Cohen of the College worked an. attention -getter for iiomo gen-, oral publicity aimed-at parents and their younger offspring. Cohen snared Mt.s. Herbert Cooper, model teacher of lower grades visiting from New York, for an air interview and mixed questions about school work with a line , of chatter as to which pix were good for Itids and whichwere not.' ' By a strange coincidence, all those poniina: to the College were on the favorable list; Used the Tieup Iowa theatre, Cedar Rapids, made pood use of the G. U. electric kitchen tle-ln on 'If I'ou Could Only Cook' and built on that with five tloublo tirketa to p'ersbn.s whose names ^■cre in thP want ads in the Gasiette. He irnt both a department store and tiie Dower company for large spaces on tl'.p kitflien angle. With N(Mv Vear'fl eve Included, A. It. ' ;ilhott garnered a flock of In St. Lqais . t. Louis. The boys, at LOew's in this burg staged ^a big exploitation, radio and newspaper jccampaign on their Christmas show 'Ah WildernesG.' Se-veral weeks in advance of sho\Vr ing of feature they used special transcriptions made up a;t. studio, continuity from local desk and specially prepared material from home olflce advertising department. This enabled them to give picture a great build up over the air. 13x% ploltation ihcliided 12x20 flag hung over street in front of theatre, special layouts in all movie columns of local papers; placed, special cards In' all street cars and buses. A special invitationscreening was held for selected audience, and at conclusion postcards which, were given them on entrance to theatre were collected and mailed to friends of those who attended. Endorsement of picture was printed on card and place for comments. Jimmy Harris, p a., and-'Chick* Evens, mgr. of house, made a deal with McCrofy's 5c. and iOc. stores for distribution of 10,000 'Wilderness' circulars; obtained newspaper co-op ads with local department stores; Max Factor tie-up with windows in two prominent stores; 6,000 Postal Telegraph stickers; 6,000 magazines from local news iagency on which stickers ' were placed on covers of all books sold Xmas week; blowups of Westcoast reviews in lobby twB weeks in advance and a special trailer was used for advance build up. Theatre tied up with Pet Milk company for 2,000 w^indow streamers used on grocery store fronts. Regular routine exploitation with readers to all suburban papers, regiilar downtown frames with advertising material changes, etc. Store Hopk-Ins Friequently some theatre will per-^ mit an exhibit in its mezzaiiln'e or in the lobby, if the latter is large enough. Theise displays are generally canned goods or household articles. The idea gets over nicely. A few theatres go further. One with some niches built into the rear of the auditorium uses the spaces to show merchandise. Two of the largest stores each get space once a month to display the latest models in frocks and lingerie. Now and then the niches are huilt up for scenes from coining pictures, but the house figures that there is Just as niuch ticket sales value to the dress displays, since most women are interested in pretty things whether they are able to afford them or not. ; Meantime the theatre has the call on window space in ttie stores and the stores also take newspaper disp^lay space to advertise that the niiodels spoken of in the aids can be seen at the theatre in advance of the store display. Another house has a small display case In the lobby with a weekly change of .display. This may bo a new style can opener, an electric mixer set, a new idea in chlnaware or anything that will interest the women. Only stipulation is that it must be displayed in the .theatre before it can be seen in the store. In another spot the coup is a dressmaking expert from the store in the mezzanine every Wednesday afternoon. Sh'e advises on new clothes, the making up of new goods or the remaking of an old dress. Particularly clever at the latter. Store gets its profit from the sale of material and finds the stunt well worth while. Times Change Looking over an old scrap book the other day brought to light a stunt worked -by. Ell M. Orowltz, then a Paramounteer, on a Paramount picture. Getting hold of Jacqueline Logan, leading woman In the picture, he got her to wear a bathing suit with the trpusers abov^! the Xuee and -a gap of bare leg showing to the calf-high .stockings. Took her down on the beach at Atlantic City and left it up to the .police to tell her hether to pull down her bloomers or pull up her socks. They ordered the bloomer9 down. Today a suit with knee length panties would be in line with the Godiva and the white Jiorse gag, but.lt made talk. then. It put the picture over for a week. Nowadays in" bathing contests the trunks arc purely technical, but there might be Something in an early spring bathing suit contest with a set of prizes for the most attractive suits with full bloomers. It could be. worked Hp with the newspapcr.s into a contest, that would bring half the town out to see. Today the old fashioned suits ar-e used purely for burlesque contrast, but there . is no reason why they should not be treated with re.spectful attention, if that will pay better. Like ia Picture Paul Sander, who was out ahead of Andre Lasky's" 'French Revue/ Is back in town with a pack of stuff to show for his tour. Sander handled the advance like a feature picture, -sending ahead a press book yith convplete information about the show, backing up the formal billing with the prop list, line list, light plot and. not only an analysis of* the cast but a complete, description of the running of the sliow by .scenes; He came in 10 days, ahead with more material, plates for news pics, a hook-up page and advertising ideas,, and the show followed in with a complete' iobby ■ and front display; It was a morie complete camp<)-igQ than was common in the hieyday of thei road, and where intelligently used helped the local management to put It over in a big way But he still is wondering why a theatre will book a fourfigure unit iand then gag at spending $10 or $15 for accessories. The show being In on percentage he sometimes added, lithographs at the show's cost, but that still doesn't expla,in why a management that will get $8 worth of stuff for a $20 picture rental will riot kick in a larger sum when the rental Is many times greater. New Kecbrd Handling it like a circus, Joe (Doc) Lee, of the Brooklyn Paramount hung up a new house record with iCaplain Blood,' beating 'G .Men' by some $5,000, He pulled 101,426 admls.sions in seven days. He got 25 whidowR.on book tieups, und staged ah essay contest for high school, pupils. Essay and cross wonV puzzle.s were •,vork<?d in the neighborhood publicatibn.s with col-, oring' contests for ciilldren in the same mediunis. He also staged a contest with WLTH, a local station, and had plugs on four other spots. Special heralds wiere sent to all boys' adventure clubs and 6,0,000 general herjalds were put out three days in advartc-e, to. back up a heavy newspaper campaign and 150 24shcet stands; Nothing sensationally original, but a well balanced campaign that hit mb.st prospective .patrons from one or more angle.s. Cake for Kids Berlin. Local .lyretro office invited 600 orphans to the Matmbrhaus to seei 'David Copperfield' and additionally, treated them to cake and chocolate. Detroit. Fire starting from furnace caused $25,000 dariiage; last week to the Colonial, Holland, Mich., owned by John Raven and John Kramer and leased to Butterflefd chain. Town's blue laws, unpopular among younger element, prob-.bly saved many lives. Prohibited from operating on Sundays, theatre was empty at time o£ blaze. Salt Lake City. • P'lbMx-Salt Lake Theatres, Inc., began expansion program with Harry David, v.p. and general manager, announcing that the chain had acquired two houses in' Logan, Utah, 90 iplles for Salt Lake. Houses leased are the Roxy and Grand, formerly owned and managed ''y Michael Nlelson of Logan. David's company will obtain two additional theatres -within the week, the Grand, Brigham City', and the Grand, Preston, Idaho. Nielsen is also interested In these house -. " Jack Braunagel, formerly assistant manager, of the Capitol, Salt Lake; later managing the Granada, Boise, Idaho, has been named by David as manager of the Logan theaters. RoXy, 646-seater, built in October, 1936, is regarded as one of the most modern sma.!! houses in the intermountaln .country. The Grand has a seatln ' capacity of 400, bUllt in 1926. ■'^ St. Louis. Suit to enjoin Royal Neighbors of America, fraternal organization, from cancelling lease oh Granada theatre, nabe house, was filed in Circuit Court Friday (3) by St. Louis Amus. Co., operator of house which asks court to determine validity of lease and agreement modifying it. Amusement co. states it leased property for 20 years in November, 1933, at rental of $1,875 per month for first 14 years. In April, 1934, petition' state's, rient was reduced to $1,642 for period of six months and payment of reduced rental later extended until April 1, 1936. It Is alleged fraternal organization refused to accept reduced rental for month of December, iand' threatens cancellation of lease for defaulting in full payments from AiJril, 1934. Court has ordered, fraternal organization to answer by Thursday (9), Lincoln. Musicians, local here has re-electod Dr. H. C, Zellers, president of the .outfit for 1936. Other officers posted in this month's final business session were Charles Phillips, .vicepresident; Mark Pierce, secretary; Lee Jen.<»en, sgt-at-arms,' .and Charles Kunkler, Luther Andrew.?, Augu.st DIetz, .John Schlldneck, and Will B. Green, as members of the board. William Tbuhgclaus' Certtral City,' Neb. .5ta:te was badly damaged by an Xmas day fire. Fire started under the stage, and Is the Object of an investigation by the state fire marshal. .Toe tucas Is manager. Cal Bard, one-tlme exhib here. Is peddling five Indle films over Iowa and Nebraska, Lynchburg. Cr.Tver & Falls, owners of the Academy here, and house.'! In Dari; ville and Roanoke, are completing a second -run, 6b0-neater In. Columbia, S. C. House will be ready in February. Tampa. E. N. Creek, mahaging Rltz for Casino Enterprises, unit ofSparks group. Canton, O. Ohio theatre in Market street, Youngstown, has been opened with a subsequent run policy. House has been completely reconditioned. Ray Allison, former managerof Warner theatre. ChlUlcothe, O., appointed manager of the new 1,800seat Shaker theatre that Sam Steck' cr, Myer Fine and associates are bulldiiig in Shaker Heights, an exclusive Cleveland suburb. Cleveland and Akron Theatre Company, new owners of the Allen theatre,, Akron, has announced the appointment of Charles Schweitzer as manager. William H. Ryan has been appointed treasurer of the RKO Palace in Columbus after 14 mbnths on the Palace service staff. Ray Wallace, general . manager of the Trl Theatres, Inc., Alliance, O., is displaying his commission as a colonel on the staff of Gov. Ruby LafCoon of Kentucky. Smoking Cutouts . Almost like a voice from the past is a letter from an oldtimer who . complains thait when he. was new in the business It ^ was a common trick to chew the other end of a lighted cigaret, push it against the llps:Of a figure cutout ind it would smoke down to thie last bit of tor bacco. He can't do it any more and wants to know Tyhy; That would take hirii back .to .lJH) ■■ (jr there abouts whea the so-called Egyptian and Turkish cigarettes were prevalent. The tobacco in these was, moistened with a solUr tlon of saltpeter to improve the burning quality, and turned the cigarette into a slow burning fuse. The same thing can 'be done today by wetting the modern cigarettes with a dilute solution of. saltpeter, but it must be carefully done or the paper. wiir soak off when the paste becomes moistened. A cigar, can be given the same treatment arid with greater safety, Sinoking figures can be constructed with comparatively little trouble, T|ie requirement is a small bellowsi preferably box shiaped. Two tubes lead from the box to the cutout mouth. Orie terminates in a cigarette holder and the other ends just below. To the first is attacb(>d an intiake valve; with a reverse on the other. The chest is actuated by a small hibtor low geared. As the box is pulled open the air is drawn through the cigarette. When the box . is in process of . closing, the valve to the holder is closed and the smoke discharged through the other tube -with the egress valve,' The chest should, be fairly sriiall and: the motor geared down, to about 10 revolutions per minute. Always mystifying and good for a repeat two or three times a year. Can be laid off to a tobacconist with a well located window, If desired. Pine Bluff, Ark. Fire of unknown cause totally destroyed the Princess at Hot Springs National Park, Xmas eve, and the lives of four persons were lost in a government rooming houSe for transients. 'Two other hotels arid business, houses' also sustained losses. According to estimate made by the fire chief the loss ivill aggregate approximately $250,000, the greater part of the loss being to Sidney M. Nutt, proprietor of the cinema. Glendale, Ariz. E. B. SturdlVant, manager of Silver Crest chain, signed long terrti lease for Glendale theatre. O. B. Wise set as manager. Winchester, Mass. Citizens of this township, without a motion picture house for many years, are stirred lip and want to know why no license has been i.ssued by the Board of Selectmen, for a fiicker: hou.oe, in vlejv of advisory vote of the town last spring in favor of granting such a ticket. Comeback is th.at no application pends before the Board In sych a form a.s to warrant grant of license with aseuranco that type of thcati'c will be built and maintained for best Interests of tb\yh. Public hearing brought rosy pictures of plans by wouhUbc operaior.s, but. one by one proposals died. Rochester. • Ban'or Jorpdratlon and Moore Wiggin.s . Ltd., have dro'ppcd Supreme Court suits against the city following approval of reduclloris In asse.ssments on the RKO Palace and llKO Temple theatres; Palace is cut JlfiO.OOO for 1935 a d $180,000 for ^^ZC from $1,123,800; the Temple fliiGSO each year from $500,00 Dc.q Molnea. Fire struck the Pastime at Massciia. Iowa, l.-ist week at a lo.ss of 512,000, only partlially protected by In.sui-ance, Phil OrlHlth, manager, A building permit has been issued to the Lincoln Theatre Corp. to construct a $15,000 house a'. 3400 .S.VV. Ninth street. Just a Repeat Recently Mayor LaGuardIa, of New York, :;started a campaign for a less noisy city. . Still s.uriimonsing auto born blowers and other noise makers, but doing very little about his garbage truck drivers. Everywhere it has been hailed as a real novelty in municipal affairs. Seems to have been forgottien that in 1921 .Clara Kimball Young was starred in. a feature called 'Hush,' a;rid that the energetic Milt Crandall (who' later developed the first marathon dance), got the then Mayor Hylan to issue a proclamation, calling for a; hush week. It was not until the. proclamation had been signed and published that be found that 'Hush' was . playing the Capitol the week designated In the proclamation. Crahdall had gone through the usual motions of forming a pseudo society, .with offices apart from the theatre district and sponsored hy a number of more or less Important societies. Just goes to show that there's nothing really new. Dan Roche, then a Pai'amount exploiteer, did almost as welPwhen he got an advertisement of . , 'Manslaughter' bbck of a Chicago Judge's bench, with the judge sentencing careless drivers to see the Melghan pictures. Thin discounts several more or less humorous organizations such as the 'Brothers Under the Skin' cliib, and goes to show that anything -with a strong dash, of reform Is pretty easy, to get over In a big way if it is handled adroitly. Rubes for 'Collegiate' Indianapolis.. Bud Summers of the Indiana turned the lobby of the .thieati-e Into a bucolic setting to call attention to the coming of 'Collegiate,' with a smaU house pfrid fence just inside the doors and two ducks on constant display. Contest idea was used with the patrons awarded passes for the beist names submitted for 'Goo Goo's' mate. Times tied in with orie day spread carrying picture of the istunt and more than 2,000 replies were . received, which is high batting average for a lobby display. In addir tlon, .Frank Moneyhun and, Don Wright wai)gled a tic -in ad with Ayre.t on a hair dress, L. Straiifls iirid Company on collegiate clothes, Joe Penner cigar store windows, and a store-wide display In the 'Co.ll.cgiatc! Shop, which had Its grand opening just In Xl-^o for th** a,rrival of the pic on the Indiana screen. .'cwark. William Sherman hn» left the Branford; sucirceded as a.ist. mgr. b.v Raymond Williams the treasurer; Williams replaced by .lolin Rcllly of the K ba.ssy, Oningo. Charlolic. r. Chrl«tma*i theatre partU-.w .«|).insored b.v fMiarlotlr th'','''-'cv iii.' (Continued on a 'c 31) Type Not Title Charlotte, N. C, acne .Street pia.ved the William Powell picture, 'Rendezvous,' here without ever dl.sclo.sirig-its title. He said he was afraid the title, would scare the patron.s away and he adVertl.HC(i It merely as being Powell In anfifh'-'r ^Thln Man' role. . In the theatre he flashed an eXplaniithm ju.'^rahead of the feature, -lyintr that he preferred to tell ij.'i.ir'iMH il-e type of film it was ' i.'i'i.f.r t1i;iii ij e the -title that'HolIyI v.o'id ,i;,i,<' the iUm,