Variety (Jul 1936)

Wednesday,. July 1, 1936 P I CT E S VARIETY 17 EXPLOITATION By Epes W. Sargent Planned a Beaut St. Louis.. Talcing advantage of a lull in the hot weather that has hit this neck of the woods, Loew's'made a hasty booking of MG's 'San Francisco' and backed it i.p with a whooping campaign, the best seen here in several weeks; Jimmy Harris, p.a. executed a sweet, newspaper and billboard program and tied up with prominent bands In niterles, etc to feature ditties from pio and, of course, giving theatre credit for having feature as current attraction. Harris copped two swell co-op ads from large downtown depart- ment stores and a quarter-page ad from town's largest dairy. He also tled-up with railroad and steamship companies for space in their win- dows and arranged for specially prepared radio program in which leading songs were plugged along with special .transcription. At no- cost to theatre Harrls.-ar- ranged for the distribution of 10,000 plx magazines, bannered with stick- ers carrying current attraction and theatre copy, to passengers board- ing street cars in the downtown business area and also to offices of physicians and in downtown office buildings. Other stunts included distribution of 60,000 circulars in Plggly-Wiggly packages; 10,000 circulars in MoCrory's 5 and 10; 20 large still blowups from home office spotted in prominent downtown windows and <60D 14x22 window cards with large cut out of, Jeanette McDonald. A hosiery Vcompany that co-oped on this idea paid . half of cost of cards. : \, Serial story ■ from . script was placed in one of the largest.weekly rags in town .and at special cartoon strip of 'Frisco* was .planted in an- other. All local rags used special art and stories on" feature. A 5,000 herald distribution, in better resi- dential district, by Postal Telegraph boys rounded out a cairfpaign that -saw theatre filled for first show on opening day. * 'Time's' Mod>st Brag Once, more the March of Time makes a bow with. an. advertising smash that makes them sit up and take notice. But this time the magazine: does in a big way what It Hitherto accomplished on a modest scale. It has in 'Four Hours a Tear' produced ah advertisement for a newsreel- that will be pre- served for its historical value. The title takes, origin from the fact that the 12 issues of 20. minutes each . consume *that amount- of time each year, and that the newsreel arid its allied staff - labor for a year to pro- duce what consumes only the sixth part of a day. That is a pretty '•good argument in itself; In text the issue tells of the origin and progress of the re-el, admits its early defeat through overbooming, but points proudly to its present prestige. All sales talk, yet so sim- ply done that' it is readable. There are. similarly well done allusions to some of the scoops, and well told stories to accompany some of its pictorial beats. Plctorlally it runs the gamut from the Dionne quints and Zorine. the -nudist queen, to the assassination of King: Alexander, confusion on the sinking Vestris and President Roose- velt kissing his wife in an auto. The typographic work matches the editorial stint and the whole Is amazingly good. But it never loses sight of the advertising aim. And that is what it was after. Spot Stuff. Baltimore. One of the few small nabes In Balto to plot smart publicity stunts for plx is the Rex, northslde subse- quenter. With very little dough to spend, manages from time to time to slap over fine feats at-small or no cost Typical was last week's winner. Dickie Moore, youngster from pix-, was personating at the downtown vaudfllm Century. Up for showing at the Rex shortly was 'Little Red Schoolhouse/ in which Moore has lead. Rex Manager Ellis Choment pound- ed out a message on his typewriter, highly endorsing 'Schoolhouse,' and inviting all kids to see it. Choment then got in line around at Century's stagedoor along with stream of autograph seekers and when turn came for young Moore to squiggle "Is signature for Choment. the nabe manager explained his purpose and got the actor's name signed to the letter he had. written. . Going Back to his house, he plastered it on a board and spotted it out front of theatre; there it is getting attention i-rom every passerby. Pat Titling "Warner office devised'a clever gag ior holdover of Marion pavles at the strand. Used a clinch cut. in sil- houette, rising above the body of the aa and stripped; 'She's held >by re- Summer Brinks There doesn't seem to be as much of a drive on soft drinks for ex- ploitation this year as in former ■times, yet the gag is still good, par- ticularly If there's a new angle. Best prospect is a small bottling company, producing locally and anxious to bring its wares to ine front. Such companies will be glad to supply unlimited quantities since it is certain to get its bottles back, and the bottles are. the chief cost. To regulate the crowds, it is best to reserve the free sampling to pa- trons,- giving a coupon good for one drink with each ticket : sold. Stand should be set up where it ~will be out of the way and linoleum should be put down where the space is car- peted, with tho porter Instructed to keep the surface dry to prevent tracking. But there is another angle, very little worked. This is a set-up in the lobby with the drink cut-priced and on sale to passers-by as well as patrons. About 15 years ago a slump hit the country and three Chicago loop houses set up drink stands In their lobbies and made almost enough to pay the rent. They, did so well a legit theatre followed. SUit. This gag will cheapen the house unless it is worked as a stunt, but it can be worked as a stunt for a week or two for good results and every person who enters the lobby is a possible purchaser of tickets then or later, If a competent dis- play is- made. The bottlers can be promoted for newspaper advertising and probably will be content to break even on the cost. Paper cups .should be used, so comply with- l&alth department regulations. Should be used anyway *o do away with the nuisance of washing glasses. Where costs must be con- sidered carefully, it is even possible to give the drinks free but require the purchase of the cup.. Campaign Time Political campaigns are never much help to the exhibitor. The meetings, marchings. and the like all take away prospective ticket buyers, and with even the women involved it's not so good for the box office. But the campaigning can be capitalized if strict neutrality can be maintained, but only where both sides are given equal chances to put their appeals over. The exhibitor who in a past year figured that 80 % of his patrons were Democrats spent six months- getting, his Republican patrons back after the row was over. It didtf't pay. The only way to play- th* game is to give both sides a chance at the same- time£* It does not even pay to alternate nights. One side or the other is certain to feel that the other fellow is getting the best of it. In one spot the only sign painter in town worked for the theatre p.nd both parties had him make up their transparencies. Being a Republi- can ■ himself, the manager' helped that party with its copy. They were better than the Democratic arguments, and the landslide that followed was blamed on him. The Democrats held local power and they made it tough to have banners, post bills and paint sidewalks. This' year the manager is going to be strictly neutral. He is. going to'give both sides an equal number of screen slides, is going to permit hoth entrants to give 10-mlnute talks once a week, but he is not going to say a word himself, and is going ,to steer clear of any entangle- ments; He's running a theatre and not a campaign. He lost too much the last time. It's a good plan to fol- low. Offensive partisanship does not sell tickets, and the minority vote is as good as the majority at the box office. Enlisted the Grads New Haven* Ben Cohen of the College scored a publicity ace during recent Yale reunion activities. On parade day, with alumni in varied costumes, Coljen tied in with a class dressed in chain gang outfits and induced the marchers to carry letter-boards spelling out 'Witness Chair,' his current attraction. On same occasion. Cohen also had Lucius Beebe, alumnus, set to ride a horse costumed as 'O'Malley of the Mounted,' but gag fell through at last minute when Beebe was called back to N.Y. TauntyV G'pas Birmingham, Ala. Grandfathers and grandsons were admitted free to the Alabama to see 'Little Lord Fauntlerpy' as a result of a tic-up between the theatre and the 'Post.' The paper ran promotional stories as well as a coupon to be clipped and filled out with the name of the grandfather and grandson. Two in Pittsburgh. Joe Well, of Universal, reports two good gags from Pittsburgh for 'Dracula's Daughter* and 'Show- boat,' For the latter a local department store was hitched to a display of the gowns worn by Irene Dunne In the picture. Through mischance the gowns did not arrive on schedule, but the store took a seven column full to announce their coming, and led off with a three col halftone at the top and a six column line cut of the boat at the bottom. For 'Daughter' another store gave space in a window for a girl on a couch, supposedly put Into a trance by Miss Dracula, Apparently cur- tains shut her off at intervals, though Weil is not explicit oh this point; 1 'The-girl was parked in the window until the midnight spook Show premier, when' she was taken to the theatre and revived on the stage. This, too, was run in the store advertising, and brought plenty of publicity. Timely Rochester. Contest based on . theoretical cross-country bicycle run used by Manager John Fenyvessy of the Family, theatre as lobby stunt. Bike is rigged up treadmill style to show speed and- mileage and a couple of comely girls in shorts to do the pedaling in relays. Map of country showing distance covered at vai'ious stages adds interest. Five dollars offered as first prize •for nearest estimate of time required for journey and $2 as second prize. Trip considerably delayed when one of the girls developed .blisters and had to quit. Regent theatre Is making a play for late, evening trade with offering of complete show starting at 10 p.m. Never tried here before : because town is notoriously of the 9 o'clock variety. Regent. uses ■ second-run double feature policy at 25 cents top with pick of flickers from-Century, and Palace. House hasn't been dol- ing so well during hot weather. Denver. E. Burns Ellison, manager of the Rex and Federal, elected president of North Denver Civic association. Managerial changes. > in Fox Inter-- mountain Division .-"announced by Rick Ricketson: Tommy. Hawkins to manage the Rio, Helena, Mont., from the assistant manager's'job at Cheyenne, Wyo.; John Robinson, frdm assistant at ,fols, Denver, to similar post at Rovr'Ke, La Junta, Colo.; Wayne Gossett, from Wal- senburg, to the Isis to take Robin- son's position. Chicago. West Chicago . Theatre, a 1,000 seater, had its opening here June 29. House is located in West Chi- cago, nearby suburb.. Leroy Alex- ander, who used to,represent Uni- versal here, is the owner.' Work on two new houses is sched- uled to begin in 30 days.• One of them is the Montclaire which will be located on "West Grand Ave. Basil Charuhas will be the owner 6f the 1,200 seater. . | At Ogden and Wisconsin streets, on the southwestern fringe of towji, will rise the new Berly. Rube Levin Is handling the blue-prints for this 1,200 seater. ' Troy, "N; Y. S. H. Fabian and Warner, In partnership deal, have leased the Griswbld from I. Wit Realty Corp, of Boston; ' Theatre, closed for alterations, reopens. Labor Day, Middletown, O. Robert Glbbs, Jr., has resigned as manager of the Paramount, a Southio unit, to become associated with bis father in the management of a local plumbing concern.' Wm D. Yaekle, manager of • the Southio Strand until, that house recently closed for the summer, succeeds Gibbs., ..'.'.■' Mr. and Mrs. Roy Krespach, of Norwalk, O., have purchased the Bremen, Bremen, from Milo De Haven". > Will continue, the present grind policy, , • . • Canton^ O. Henry Sommers, who for the last few years has-been manager of the Indiana theatre at Indianopolis. has been named manager of the Palace theatre (dhatkln) at. Akron,.replac- ing Holden Swlger 1 who has resigned. Remodeling of, the Koehler build- ing at Pom'eroy, for a new theatre will be started the middle of July. John R. Elliott, Youngstowri, for many years manager,of. the Keith Palace there. and identified with theatres in eastern Ohio for more than 20 years, will manage an ex- hibit in the Great'Lakes Exposition in Cleveland. Will have charge of the Horticultural Gardens. Pine Bluff, Ark. J. Fred Crosson. for three years manager of the Alamo here, to be- come the manager of the Paramount and Pastime. Helena. Tommy Dowdy will succeed Crosson and Clifton McCarra will also receive a promo- tion by the change. All the thea- tres involved belong to the Malco chain. Redding. Cal. T & D Jr. Enterprises have bought Redding theatre here from Mrs. Bessie Leonardini for reported price of $35,000. Norfolk. Remodeling job on Colonial the- atre goes- to J. L. Abltt Norfolk. Va., contractor. Job is to go about $40,000. Pittsburgh. Shuttered for last several years. WB will reopen Strand in Oakland on Saturday (4>. House, closed by another of circuit's holdings, the Schanley, was closed durlnnr de- pression but improved condition « recently brought decision to put it back in action. Site will be man- aged bv Manuel Greenwald. Ed (Hip) Seerol has resigned a" manager of WB's Etna, lv's no^t going to Eddie Butler. Segal, who's been with outfit for several yonrs. Howard Adelsberrrer. oneMme treasurer of the Stanley, ha* heo^ named re»ef manarrer t.nr Harris Amusement Comnanv duri-nt? pnn\- mer. Appointment s<*nd<» Join Morln and Morty Henderson hn»U trt their old snot*, Pf'noe and Wil- liam Penn, respectively. . s- Los Angeles. In addition to opening inde- pendent theatre film booking office, Sam Blowitz and Harry Rackih are constructing 900-seat subsequent run house here. Pair will operate on second run policy at two bits, top, opening around Aug. 1. Fox West Coast 4s shuttering the Beverly in Beverly Hills for com- plete remodeling and renovation Alterations will cost around $20,000. Fred Rapport transferred from Fox West Coast's Arroyo to Para- mount, In Hollywood. -Roy .Evans shifted from Paramount to the Arroyo. Fox West Coast's Granada, Wil- mington, has - been reopened after renovations.- Circuit lat& out $J.00,- 000 to remodel the 1,200 seiter. Carlton Smith' has ■.' succeeded Harry Rackin as booker.:Of 'Pitoci- pal Theatres. - Smith was replaced as manager / of ; Principal's Culver. City house by Don Smith, prompted from assistant manager of circuit's Palace here. ■ Cabart's new Studio theatre. In San Bernardino, 900-seater, erected at cost of $00,000, opened Thursday (24). Ground also has been broken for new house In Long • Beach to be named- Cabart. Milton Arthur, will operate both houses. Time Contest Winners March of Time's advertising con- test closed June 1, and the winners were announced last Monday (29). Prizes were Tune-o-Matic radio sets, a type of set regarded as too expensive to be put on the general market. There were five zones, with' two winners in each, and an out-country award which went. to Dave Martin, of the Liberty, Syd- ney, Australia. The other winners are: E. M. Hart, Strand, Plainfleld, N. J.; Stewart B. Tucker, Byrd, Richmond, Va.; C. D. Beale, .Capi- tol, Juneau, Alaska; C. B. Craig, Rex, Seattle; Roy Bruder, Chicago, Chicago; Charles ZInn, Uptown, Minneapolis; J. E. Unger, Arcadia, Temple, Texas; Paul-Short, Majes- tic, Dallas; Hardie Meakin, RKO Keith's, Washington, and Herb Jen- nings, Keith's, White Plains, N.Y.C. Honorable mention and a year's subscription to Fortune was given to Charles' D. Taylor, Shea's, Buf- falo; Harl A. Wolever, Parariiount, Newport News, Va.; T. H. Read, Paramount, Atlanta; William F. Matteson, Translux, Philadelphia; B. Ei Abbegglen, Alaska Empire, Ketchikan, Alaska; C. A. Tompkins, Majestic, Reno; Dave Fred, Egyp- tian, . Hollywood; Joseph Floyd, Granada, Sioux Falls, S. D.; Julius . Lamm, Uptown, Cleveland; Fred Ford, Malco Palace, Memphis; W. L. Gelling, Palace, Jacksonville, Texas; Donn E. Abshler, Texan, Nacogdo- ches, Texas; Charles Winthrop, RKO Grand, Columbus, Ohio; George French, Keith Memorial, Boston; Gar Moore, Orpheum, New Orleans; Lou Golden. RKO Or- pheum, Sfc Paul; Cliff Work, Goldea Gate, San Francisco; W. E. Sears, Orpheum, Minneapolis; Jack Heinz, Alden, Jamaica, N. Y.; Harry Golub, RKO Orpheum, Denver; Emll JVanke, Orpheum, Pes Moines; F. T. .Howard, RKO Alhambra, New- York; B. B. Shelton, RKO Regent, New York; Rodney Pantages, Pan- tages, Los Angeles; J. . P. Kelly, Capitol, Trenton. Canton, O. ' "Warner Bros, have started com- plete modernization of their Alham bra here. Tentative opening date of the new Avalon at Marysville has been set for July 15. An ambitious burglar, who low ered himself from the roof of the Tod house to the roof of the Strand theatre, gained entrance to the the- atre and took keys, a coat and $C50 from a" dressing room. Wallace (Doc) Elliott, .manager of Warner's Alhambra. accdmpaftied by Mrs. Elliott' will vacation in • Ber- muda. Lincoln. George O. Monroe's Colonial now going for 10c anytime. Former price was 15c nights. Ken Maynard and his horse, Tarzan, to make a personal appear- ance at the Varsity here, July 2-4. Meantime, the Orpheum has slapped in a circus for opposition. J. H. Cooper, Lincoln Theatres' Corp, boss, is enroute to New York. Cleared up a little buslnes here and will be in the home office. Para- mount Bldg.. some time this week. Newspapers and Lincoln theatre arc going cohor/ts on a repeat of the Golden Wedding promotion stunt which took the town by storm last year. Idea is to transport all the oldies 60 years or more mar- ried to the Lincoln for a free show ar.d then to a nearby hotel for a free feed. Makes good ballyhoo in- stitutional cony for both spots. E. A. Patchen. Lincoln pu"> man. hart all tho nurses from the local hospital* down to a screening or 'White Angel.' San Francisco. Cliff Work. Coast district man nger. RKO theatres, back at Golden Gate theatre desk after planing in (Continued on page 24) . Selling. Comfort ■Dick Wright, . of the Warner Cleveland zone, has sent' his man-* agers: a three shee,t suggestion let* ter- d*ri. selling the cooling- plant, to. the public. It is rather too full to be run completely, but much of it is too good not to be. passed along,- This briefed form' may" help others. Among the suggestions are: Plant .institutional story fn tha newspapers with a photo of the plant arid the heading 'What keeps I the-Ohio theatre cool these days.' Use-a lobby board with photos of the plant, showing important details and with explanatory cards, > B^o.w»up ot girl drinking a soda, ibr'• soda wiridows and the caption 'Two places to : keep cool;. Our foun- tain and the Ohio theatre.' . Contest for the. best cool slogan. Perhaps '. also tied to stores With cooling, plants. • - Streamer, for classified ads with." 'Let News want ads rent your apart- ment or summer -cottages "While you .. keep cool-at the Ohio theatre,' Endorsements from, physicians- for lobby dlsplajv Stress freedom from cold-catching agencies.- Photograph, the director of the local-^weather bureau beside the conditioner with' reference to the fact you can control the weather when he cannot, ■•■ Electric refrigerator for the lobby to tie in to the plant, ' 'Distribute institutional folder fo groups on front porches in early evening. All good for a ride and all helpful. Pinch Hitting Offered the use of a good window and having nothing In particular to put into it, a- manager hit on a scheme that turned out so well the •store persuaded him to keep i;i a second week. A light couch was • put into the space with a dummy composed of a stuffed suit and the wax head from one of the clothing- models. This was covered with a light sheet, com- ing down-to the floor on the street side lettered: 'Call Me when 'Mr. Deed* Come- to Town' at the Ma- jestic, I.-don't want to miss that.' But the point of the disp'jiy was that the man's chest heaved realis- tically, and a lot of people lingered to make sure it was a wax man and not a human. Stunt was easily accomplished wilh a basket ball bladder,' a bel- lows of about the sume capacity, a short length of tubing and a wheel. The intake valve of the bellows was sealed, and it was fastened to the floor. A rubber pipe ran from the nozzle to the tube of the. bladder. Joints being made with rubber cement. If the bellows was empty» the bladder was filled to capacity. When the bellows opened, the air was drawn back. The upper section of the bellows was supplied with a. light sprl p ?T to ke*n , It normally open. A string ran from the bellow a handle, through a hole in the floor \ . (Continued on page 24)