Exhibitor's Trade Review (Nov 1925 - Feb 1926)

Page 34 Exhibitors Trade Review Oh? Freshie! THE marvellous reception and success that Harold Lloyd gets in his "The Freshman" picture that was released through the Pathe Exchanges, is in many instances enough publicity to let the picture ride along where ever it is played. But at the same time, those who wish to cash in heavy while the cashing is good, would be wise to note that among other things, "The Freshman" has one of the best press books that was ever put out for a picture, and added to that, it has a great series of national tie-ups which were published in a recent issue of Exhibitors Trade Review. To the right is one of the many ways of handling the theatre front on this picture. Submitted by the Royal Theatre, Kansas City. Shadow Box Cut Out Turns "Black Cyclone" Makes The Trick On "Live Wire" Rex Good Pub Agent WHEN the Royal Theatre, Laredo, Texas, had Johnny Hines on the program for two days last week, the management of that theatre decided to get the picture over big and with original exploitation. For ten days before the showing of Hines in "The Live Wire," his First National picture, slides and trailers, in addition to special announcements were run on the screen of both the Royal and the Strand theatres, both of which are under the same management, while the lobby of the closed Rialto Theatre was also pressed into service to let people know that Hines was at the Royal. Numerous stands, frames and painted signs were used in the Rialto lobby. Lithographs of various sizes were also used around the three theatres and on the billboards of Laredo. But the big exploitation stunt was arranged at the Royal on the opening date of the picture with a painted sign, plus a cut out, installed in the main double-door central entrance of the theatre beneath the large electric sign with its running and flickering lights— the lights being made to flicker for this occasion on account of the picture — "The Live Wire." The sign was painted on a large piece of beaverboard 4x6 feet. A fine likeness of Hines was cut out of a three-sheet lithograph and pasted on the beaverboard. Then it was touched up with a "live wire" effect. Even the eyes of Johnny were shown flashing electricity. In fact, he was surcharged with electricity, for his eyes were "gouged out" and a piece of red tissue paper was pasted over the back of the beaverboard in place of the eyes. Behind this piece of red tissue was a Reproduction of the big shadow box used with great effectiveness at the Royal Theatr, Laredo. Texas, when it played First National's Johnny Hines success, "The Live Wire." flashing light for each eye, and this added to the "live wire" effect of the stunt as a whole. The hand-painted sign was appropriately worded with "Johnny Hines in The Live Wire" — all in large letters that could be read from quite a distance away. On the bottom of the sign was an electrical line with proper posts and cross arms, etc. The exploitation stunt, with its flashing effect, attracted the attention of all passersby and many stopped and commented on the arrangement "Black Cyclone," the Pathe feature with Hal Roach's equine star, Rex, has any number of exploitation possibilities as has been manifest by the many photographic exhibits sent by exhibitors to the Pathe Home Office. Some theatres have awarded ponies in contests others have staged sketching contests with Rex as the subject. From a spectacular angle the parade of society riders arranged by the Sun Theatre in Omaha, Nebraska, tops the stunts used to attract attention to the showings of "Black Cyclone." The Sun Theatre's parade of horseback riders was a small-sized circus procession in effect. Mayor Dahlman and a police escort headed the line and they were followed by horseback riders from three academies, including many society folk of the city. Of course, the parade of fine specimens of horsefleshattracted the attention and brought onlookers into a good frame of mind tO' appreciate the "Black Cyclone" float which drew up in the rear. Large cutouts of the Pathe posters on the horsefeature were the dominant note on the float. Needless to say the parade stunt drew newspapers news space in addition to the word-of-mouth comment it started in all parts of the city and the Sun Theatre cashed-in most advantageously. This stunt may be worked by other exhibitors with the cooperation of locaf riding academies and should prove equally effective as in Omaha. "Black Cyclone" is based upon art original story by Hal Roach, the producer, and Fred Wood Jackman directed this unusual feature.