Motion Picture News (Jan - Mar 1927)

307 January 28, 1927 Start "Scout" Drive Month in Advance Des Moines Strand Opens Campaign for February Attraction ADVANCE exploitation approximately two months before the date of showing has been launched in Des Moines by the A. H. Blank Entei-prises in behalf of "A Regular Scout," the F.B.O. production booked for shoAving at the Strand Theatre in that city on February 9th. The opening of this unique campaign occurred December 20th, with an invitation showing of the picture before an audience which included Boy Scout Masters, heads of the Girl Scouts, Campfire Girls, Boy Work Committee and other organizations. The private showing was held at the Strand after the regular performance on that day. The "Scout Monthly Magazine," published by the local council and also the "Weekly Bulletin," issued from the same source, is being utilized in securing publicity. The local Scout Council through the Scout Executive is making arrangements with the Ministerial Association to announce the picture's play dates at the Strand, from their pulpits on Sunday, February 6th. Facsimile Tickets Used As "Midnight Sun'^ Heralds Louis Gans, general manager of the Belmont, New York, nearly caused a riot in the Bronx when he was showing "The Midnight Sun" in the Belmont and Crescent. He had boys on the street giving out familiar bits of pasteboard on one side of which was printed "Colony Theatre, Seat X 11, Orchestra, $5," and on the reverse side " 'The Midnight Sun' will be shown at popular prices — Belmont, (Crescent), Sat., Sun., Mon. " An eyeful for the passerby and sales value in every glance, distinguish the frontal displays which exploit attractions at the Victoria Theatre in H arrisburg. Pa. The displays are designed and execiitid by Manager F. K. O^Kelly of the I'ictoria tchich is operated by W ilmer and I incent. The display shown above featuring Paraniount's "The Ace of Cads'' ivas made with stock materials, stills, tvindow cards, poster cut-outs, etc.. and illustrates the fine lobby effects which may be obtained when good accessories are provided by distributors. Dance Establishment Ties Up Avith Bobbed Hair Contest TV/IUTUAL benefits for a picture theatre ^^^ and a dancing establishment resulted from a tie-up recently arranged between the America Theatre and the Broadmoor Country ('lub in Denver, Colo. The exploitation centered about Laura La Piante as the star of "Her Big Night," the feature advertised as the attraction at I the America. The tie-up was can-ied out with a "bobbed hair contest" featured by the Country Club. To the girl with the prettiest bob resembling that worn by th& star of "Her Big Night," the dance hall presented a silver loving cup. The dancing establishment advertised the contest for a week in advance, and then the stunt, itself, lasted another week, the week tiie Laura La Piante picture was showing^ at the America. The success of the stunt was proved on tiie night of the finals, after a full week of preliminaries, when the dance hall wasl)acked to capacity. Practically every girl present decided that she would take off her hat that night in order that she might be in the running. The judges were Betty Craig, picture critic of the "Denver Post," and Josephine Atkinson of the America staff. B. D. Hooton, manager of the theatre, presented the prizes and told the crowd plenty about the next week's show. A typical specimen of the attractive lobby displays tvhich Frank H. Burns arranges for his attractions at the Beacham Theatre in Orlando, Fla. Color values of the center piece which featured the display for "La Boheme" (M-G-M) added to the compelling effect of the arrangement Unique Herald for "Love *Em and Leave *Eni" Manager Walter League distributed 4,000 weddfng rings to help advertise "Love 'Em and Leave 'Em," when that film showed at the Rialto Theatre, Denver, Colo. The rings were attached to a yellow card by a string, and the card carried copy on one side reading "You won't need this if — You 'Love 'Em and Leave 'Em.' " The other side of the card read as follows : "If you want to know what this is all about and if you want to learn all the tricks of modern love-making — SEE 'Love 'Em and Leave 'Em' at the RIALTO."