Variety (Feb 1936)

Wednesday. February 26, 1936 VABJEiTY 41 Matwrt (Cpntlnued from page 27) terested to tho extent of the re- quired stamps. Period preceded a department. ptore ^.session with. a Ford giveaway attachment. Caught tho cirowd listening in for the big event. Ooldenburg provided the llbrarjr branchea with bookmarlcers giving dog titles and screened the picture for a women teachers' group, horned in on sporting goods istores with good displays and then went after a columnist. Latter printed the euolgy with the suggestion that Barrymore's de- livery might rival Laughton's Get- tysburg address from 'Ruggles.' Blew the bugle for 'Ann' in the face of the Eddie. Cantor date. The dog eulogy is a natural and can be run for a lot of space—ticket selling space. Aired the DominieB Irwin Soldmori, of Warner's Lin- coln; •Masslllon, gave a . morning session of .'The Magnificent Obses- sion' for the local ministers, timing it t6 "end so that they could tell over a mike in the lobby what they thought of it.' ••5 , Airing Jia,d been -j^dbt^rtlsed for four days in advance t)y the statiOiri, and conslderahle interest built up. As a supplement to the quotations in the newspapers and the lobby, this materially;;^ enlarges the number of persons reached. Most local sta- tions will appreciate a live wire spell for a morning period. Wright's Bight ijlck Wright, Warner zone man- ager for Clevieland, has gotten out a spebtal on 'Beating the Blizzard Bugaboo* that approaches the. snow jinx from a new angle. It ds his Idea that elnoe the. stores and trac- tion companies are equal sufferers, it would be smart to enlist them In a campaign to get the people out. There's a lot to that hint. He suggests that the stores be joined in the use of co-op pages, listing bargains and suggestions that these are too good to be missed just because the "weather la not balmy. Pictures' can carry the line 'Don't let the cold weather~cheat you of seeing one' of the year's best pic- tures'. Then lie suggests hooking the traction pebple.tb a two-for-one, a round trip for a one way fare, the return trip to. be gained on a, box office stamped transfer or other evi- dence of A paid fare. This to be paid for by A laudation of the comfort Of .the trolleys - and the absence of parking and' other cold weather troubles on the. screen. All of this to be plugged over the radio through the Chamber of Com- merce on the store and general business angle. It may be too late to put in this campaign for the current cold snap, but it will come In handy later, so put it where you can find It In a hurry... In addition Wright uses the hot coffee suggestion and also recom- mends the snowbirds, or lath mount- ed window cards of specially printed urges. 'S-and-R Omaha. In this town where good exploita- tion stunts have been crowding each other of late, one to ta.ke on as quickly as any is tJie distribution of the round and round paper clips in connection with the. showing of *The Music Goes Round' at the Brandeis. Some 20,000 of the wire clips have gone oUt through various channels and few are the people in town who haven't seen or asked about them. Best angle came in a kickback through a liewskld who found the clips fit satisfactorily Into a gum machine near the theatre and had possessed pearly 60 gumballs before being found out; Clips were passed out by hand, by cards, In lobby and . window displays, but best tie-up .was made with Postal telegraph Which passed out cards carrying -the clips and explaining the dates and place of the film's showing along with ..the line that Postal goes round and round the world. Exploitation through. these clips was made along with several of the regular run of tie-ups including de- partment storeij, music stores and oounters and previews. In a visual way the publicity staff arranged a tie-up with Phillips Petroleum Co., which ran .two large display ads in the dallies on the Idea that grood lubrication can make your starter and motor go round and round easily in/the extrenoie weather hit- ting this section. Bill Parker of the Chicago Col- umbia office In Omaha) aiding Louise Cotter working out the campaign. Parker concentrated mostly on radio coverage via the records and transcriptions. Both report the round and round idea one of the handiest to exploit; in recent months. SUNNIE Miss Suiinte' O'Dea, who .mnide her Hureen debat in enppoct of Eddie Cantor in "Strike Me* rink," and has Jost been oAsi^rd the role 'of ^'Khn" In UniTersaVa "Show Bqat." Harrison Cafrol! In I.os Angeles .^vcnlne W«*i*«M nnd Bxjtress, reb. 7: . . Featurin^r Sunnle O'Dea. one of the coantrj'N < lcvereBt feminine tap dancers.^ HOlXWOOli ZRl>fo MAKK AOENCT, INC. NEW YORK ' LEU'IM 8HltRB At MEL.MCK Aatomobile Stuff . Manager who is strong for spe- cialized mailing lists, ha^ a 'standr Ing offer of a pair of tickets to any purchaser of an automobile who drives the car up to. the theatre within a week of lis purchase. Owner must ofTer the bill of sale to prove the date, and the paper is backstamped to prevent repeaters. Names go down on a specliil auto- mobile list. All dealers give the house some ad mention oji the deal, but ihost Of the town knows about it. Offer also holds - good on pur chase-, of used cars, the idea being to get all drivers. As a sample of how It is worked, a postcard on the Sii^ Malcolm Campbell record' breaking in the newsreels was post' carded to the list and apparently added, about $200 to the two-day showing. Similar lists are used for other Interests, but the auto list is the largest. Tagging on the current safety drives, a manager has five pairs of seats np weekly for careful drivers, Selection Is supposed to be made by the chief o% j)olice, who really does pick quite a number. Other tickets are given out on report of watch- ers at the bad traffic points. Cop- ping ah idea froni a Variett story, a trailer at each break urges patrons to be careful going home. .Gets plenty of newspaper, notice, since one paper is crusading, and it makes for friendliness, since winners go out and brag up their awards. Another house has had pilot cars, out and all rural .patrons have re- ceived postals reading: 'Traveling at the legal speed of 26 miles An. hour, It will take —— minutes to reach the Gordon theatre from your home. Start in tlnie so you will not' have to speed. We want you to get here all In one piece. Plenty of pa- trons have come just to test out the statements Took a week to build up the idea, but a,ppears to have paid. holds tbiirJdeaJitwfuU^e.pQHt.Qfflce. still la In a position to refuse the use of the mails to advertise the lottery. And-advertisement does not hold to the direct advertising or bank nite. The casual mention of the. fact in & free notice is a lottery, even a statement that Mris, Brown was last night's winner is an adver- tisement. And the malls may be barred to any newspaper giving publicity to that fact. The laws were' enacted when every effort Was being made to put the old Louisiana Lottery, later the Honduras Lottery, out of business; They did. But the laws have never been changed and it is still illegal to advertise anything from a sweep- stakes with a 5100,000 top prize to a church raffle; for a soft, pillow, and that law can be invoked by any citizen, any time, any clty» town or hiimlet. The post oiB^ce eanhot . stop bank nite and similar stunts. But it can stop the '^advertising, through the malls; And that is all it is trying to do. The P. 0. and Bank Nite Several exhibitors have asked howcome tlie post office can compel their local papers to refuse adver- tising for bank nite and screeno when the state courts have held the idea to be legal and the federal courts have offered no objections. The general trend of the letters seems to ask if the post office can put itself in a position superior to the courts. Answer is that the post office de- partment is not seeking to put these lottery stunts out of business. It merely says that the mails shall not be used to further these schemes, it's perfectly all right by the post office 'if the Gem theatre wants to hand out $50 .every- Friday night. But' it can crack down if the Gem theatre seieks to use the malls to further its promotional efforts. It is against the postal laws and regu- lations 'of all states, the District of Columbia and our-Island, possessions and local or stat« laws-have nothing to do with .it. The postal law says that the malls cannot be used to advertise a lottery. And a lottery is anytl,ilng Into which the element of chance enters, to determine the distribution of a valuable prize. There Is also the provision that rlght^to this dlstrlbu-. tipn shall be gained through th» payment of a valuable consideration. And that 'valuable consideration' Is the joker. If .the distribution were- to be held in the City Hall park, with no charge for tickets, it would still be held that attendance on the event would con.stltute the necessary valuable consideration. It has been held, that opening an envelope to see If there was a prize inside was a valuable corislderitlon. So what chance, dqes bank nito stand if the winner must be In or near the house at the time the draw- ing is held? Even if no ticket in required, it is still a lottery and you cannot convince the post office in- spectors to the" contrary belief. ' If the local Jaws permit the gam- ble, or even if the Federal court Personal Endorsements Evidently there ha-ve been reper- cussions on the personal endorse- ments used to get local trade adis. At any. rate ifrom two widely sep'r arated points ttiere have been is- sued orders to ^sident managers to be careful not to involve picture stars In direct statements of en- dorsement unless precisely such copy is offered In the press .book on the picture. ■Bick ' Wright, Warner district manager In the Cleveland sector, has worked oUt a formula for his men,.and In the M. & P. theatres, Boston,, much the same thing has been done by ..the Boston staff.. In Cleveland Wright, wanted - his boys to hook up to the gas company on 'The Magnificent Obsession,' sO he Bugges.ted this copy: 'Irene Dunn, |h 'Magnificent Obsession,' didn't get $10,000 for this. As a matter of fact we don't even know Irene Dunne (though we're not denying we'd like to) and she never said all these things 'aljout gas heating. But wo kho-v?^ that If her Hollywood home were heated with gas that this is what she'd say If we asked her*—— The copy runs on with a blurb for gas heating that is as con- vincing as though she had said It, though It Is distinctly stated she did not give the opinion. In the M. & P. Instance It was ft beauty treatment with 'You can ha.ve Qreta GarbO's glamour with this treatment.' No kick here, either, though there la a definite, hook .in to the star. Seems to be a good plan for others to follow In Using trade stills for merchant ads. ' It Is not permitted to use the star as ah endorser, but it Is sufficient for the theatre and: the local advertiser, which is all that la necessary. ' Good thlng^ to keep In mind. ■ f- Repeats. Jo© Well, of Universal, liked the rainbow effect of a recent advertis- ing booklet so well he repeated— with variations. The original had each sheet of a different color and each page slightly larger than the one above letting each shieet serve as a self-index. For 'Next Time We Love* he uses a, one tone paper, with a metallic cover a sort of mauve printed in purple Ink. It made a swell book- let conveying the desired suggestion . of class. Beauty of the idea :1a that in a amall/space he tells a lot a,nd each bit of Information can be spotted without opening the leaflet: Good enough to be mside a standard format. fED LEWIS AND'STORY' $14,000 AT OMAHA ORPH Omaha, Feb. 25. (Best Exploitation: Brandeis) Theater row is looking up a bit with a break in the extreme cold. Streak of sub-zero days finally broken at 32, with outlook .fou. gradual rtse fro.m. here out. It's as welcome news as ever came this- away, though still right frosty out of doors. Omaha and Brandeis hit it com- paratiyely lucky' opening in some fair - atmosphere. Orpheum. drew down ft light snow for its Friday opening, but It was harmless. Orpheum will go to town with the perennial favorite, Ted . Lewis, on the stage. Lewis always a draw here, and holds a record at. this house.. Despite the weatheir he la headed for pleasing money, but noticing like Uie record, those days just aren't 'about these days. tJp in prices here will, aid in adding toisA, and doubtful if it will keep anyone away. ■■ in-, exploitatlbh, Brandeis did a. coverage job on 'Music Goes Bound' with iiouisie Cotter ' having 'Bill Parker out of the Chicago Columbia' office as a teammate. Estimates for This Week Orpheuni (Blank-Trl-States> (2,- 976; 35-55)—'EJxcluslve' (MG) and Ted Lewis. First of a series of vaude. units scheduled for ^showing here. The high hatter alwaya well liked, here and with, the tUC In prices will help himself and the Orph to good money. Despite the weather should land over 4,000, very good. Last week 'Riffraff' (MG), dualled with 'Kind Lady' .(MG>, so-sO, but held over for an eighth day; ?7,700. Brandeis (Singer-RKO> (1,260; 25-35-40)—'Round' (Col). Getting big build-up. Started off satisfac- torily, though not a strong number as expected. In se-ven daVs, with 'You, May Be Next' (Col) as double bill, .'should come In around .$5k000^ no complaints. Last 'wee^ Xady Consents* (RKO) joined with 'An- other Face'' (RiEO). Despite bum weather on opening, good enough to stay for eight days and draw 14,760. Omaha (Blank-Tri-States) (2,100; 25-40)—<No Mercy' (20th-Fox). and 'Metropolitan' (20th-Fox), dual. Average entertainment^ but, compe- tition from the sister house Is against It. May reach ^5,800, fair enough uhder circumstances. Last weelc 'Milky Way* (Par) led,the way to good money, $8,200, with 'Paddy O'Day* .(20th-Fox) on the double bni. On Blotters Advertising in reverse is nothing new, but Charles Meuring, of War- ner's Empress, Owensboro, Ky„ put his argument for 'Wife versus Sec- retary' on blotters, giving the sug- gestion the text had. been blotted from the original. Had to be held before a mirror to be read, but most of the, recipients- had mirrors—and curiosity. $6-$7 BLIZ GROSSES ■ . -... .. > Northjwest Cinemas .Dipped From $400 Average Nightly to 6 Buc1<s Minneapolis, Feb. 25. The recent cold wave, the longest and most severe In Northwest weather bureau history, upset the boxoffice apple cart and brought a succession of aU-time low grosses for many spots, particularly the smaller ones. With occasional blizzards aggra- vating the pathetic situation created by nearly six weeks of 10 to 50 be- low zero temperatures, 'houses in in Minnesota iind North Dakota "ordinarily pulling $200 to $400 ..a night dropped as low as $6 and $7 a session. Numerous shows were called 'Off entirely. Instance is cited of one of Bennle Berger's out-of-town theatrea. The •manager spent $1 for telephone toll charges to Mlnnieapolis to prod the local exchange into getting its film to It for the night's performance. The total take that night was $6. RETURN TO SINGLES TESTED IN SYDNEY Brooklyn Is Better; Tastenr' B« $19,000, 'Rose Marie' Oke 176 rpoklyn,- Feb. Growling weather has disappeared and the week.-end brought relief from blizzard, SnOw, etc. Touch of sunshine restored good humor of the populace, with resultant |>ickup of biz at downtown fllni emporiums, which have been hard hit all winter. Houses ai-e in a position to brag this week because of the fine array of product especially at the Fabian Paramount, Where 'Pasteur' Is" do- ing well; Loew's Metropolitan Where 'Rose Marie' Is getting a nod from patrons and Pabian Fox where duali 'Mister Hojjo' and: 'My Mar- riage* will gross nicely. ^Even the Fulton Trans-Lux la aglow with cheer because of good showing of 'Thin Man' revival. At the Paramount, Friday night biz has improved tremendously as-.a i-e- sult of basketball games on staige. Joe Lee reports house did turnaway biz last Friday. Radio continues to tie In with theaters as evidenced at the Fox, where Monday: night amateur shin- dig Is aired over WMCA with a furniture house sponsoring. First Anniversary showings of anaateura packed the house and cops had to be called. ^ Pox now plana to bolster Wed- nesday night attendance by broad- casting from jstage a WOR feature, 'Husbands and Wives.' First broad- cast this week. Estimates for this Week Paramount (4,000; 26-36-60)— •Pasteur' (WB). Will get fine $19,- 000 for nine day stay. 'Anything Goes' In Friday. 'CoUegiite'.XPar), -^ in ahead, $12,000, Fox (4,000; 25-35-50)-^TMlIster Hobo' (GB) and 'My Marriage' (20th). Will receive good $1.4,000. Last week 'King of Damned' (GM) and 'Ring Around Moon'. (Ches) only $9,000, weak. Loew's Met (3,400; 25-36-50)— •Rose. Marie' (MG). Will get okay;^ $17,000; Last week 'Strike Me Plpk*^ (UA), $16,000, nice figure. Albee (3,500; 25-36-60) -r Tiady Consents' (RKO) and 'Muss 'Em Up' (RKO). Will receive $12,600, satisfactory. Last week 'Pro -Sol- dier' (20th) and 'Chatterbox* (RKO). Good at $13,000. Strand (2,000; 26-i35-50)—'Dan Matthews* (Col) and ^Maqter'a Voice' (Par); About $4,000 antici- pated, mild. Last week ^Man. Hunf (WB) and 'Tango' (Inv). Mild at $4,000. Sydney, Jian. 29. Managers are feeling out the pub- lic here on quitting 6t dual hills In the. ace spots. For the first time In years six leading cinemas are play- ing single feature bills and doing well at the b.o. Films are 'Freckles' (RKO)," 'Top Hat' (RKO), 'Metrd- pplitan' (Fox), 'Pompeii* (RKO), 'Good Fairy* (U), and 'Broadway Melody* (M-G). All these are used with shorts and newsreels only; - Not very long ago the market lo- cally was weak on shorts, with the public demanding duals or nothing. With the city aces making the first break away from duals, however, it is .still regarded as doubtful whether single features will make good in the nabes. Nabo audiences insist. It is claimed, on shows running be- tween three and four hours. Smaller distrlbs are not so keen on the idea because duals always meant a spot for their product. If clicking, those hurt moat will be the smaller British distrlbs, who. will be left with plenty of. plx on, the Icei LINCOLN (Continued from page 30) 'Riffraff' (MG). Harlow .In this house a cinch for $2,700, very.good. Last week "Had to Haplien' (20th* iii the neighborhood of $2,500, oke.. Orpheum (LTC) (1,350; 10-15-20- 25-40)-r'An6ther Face* (RKO) and the 'Kit Kat Club' 'Vevue. In for three days, then 'Red Salute' (UA) for four. days. Vaude end of the weeic strong and the gross will near or pass $4,100, plenty nice. Last week 'Ma.stcr'.s Voice' (Par) and 'WliO Barn Dance' on Stage, fol- lowed by '0'Shaughne8.sy' (MG), about $2,400. fair. Stuart (LTC) (1,900; 10-25-40)— 'Zero' (WB)..Picture Is in the wrong house and will do well to pass $3,-' ap'O. L?cst wock 'Barbary* (UA) took a tunible after long wait to play. About $2,800, bad. Varsity (Westland) (1,100: 10-^20- 25)—^King of Damned' (G-B). Will be lucky to touch $1,000. Last v^eek 'Dance Band' (FD) up to $900, but not good. Fisher in Capetown Capetown, Jan. 29. Joe Fisher^ of Amalgama'ted. The - atres^' Singapore, lias been visiting Jiia home town, Capetown, after an absence of 18 years. Intention was ta go on to the United States;- but bualneas matters recalled him back to Singapore. BILLY AND BEVERLY AMERICA'S UOHT VEKHAtll.R DANCK TEAM ^^^^^^ JUST COMPLETED DANCES IN miY, THE SECOND" HAL ROACH Feature MCM Release —Ilepre»entatlveK-^ Sew Vork Iles INCALLS Ciirtlfl &, .4ll«n Office —Ilollyu'ood— COLDER &. LANG