Motion Picture News (Apr - Jun 1928)

2190 Motion Picture News "Starlight Promenade" Hot Weather Feature at Allston Theatre NOT having the advantages of an np-to-date cooling system in his theatre, Manager L. I. Bearg of the Capitol theatre, Allston, Me., has installed a new policy that will keep his summer attendance above average. The new policy is known as "The Starlight Promenade'' and takes place between the showings of the two feature pictures. An intermission of several minutes duration is held between the two pictures, which allows the patrons to go outside to an electrically illuminated space where tonic and cigarettes are distributed free of charge and where it is reasonably cool. The tonic costs the theatre 65 cents a case and the cigarettes are furnished gratis by a local emporium for the publicity he derives from the stunt. For those who do not care to go outside during intermission, an Ampico on the stage entertains the few remaining persons who would rather remain in their seats. The Ampico is also obtained free through a tie-up with one of the local piano concerns. Parade of "Leaping Lenas" Drive Feature for "Harold Teen" A PARADE of "Leaping Lenas" (of course, you know what they are — but if you don't, they are old style Ford cars) was the means of attracting general and very favorable notice to the showing of "Harold Teen" at the Garden theatre in Davenport, la., recently. The exploitation was staged by Manager George M. Watson, whose parade became the talk of the town. Merchandise and cash awards as well as theatre tickets were offered for those driving the most rickety "Lena" in the parade. The only qualifications to enter the parade was that the flivver be of an age beyond recognition and the more slogans painted on its surface the better. "Miss Dolan," a dilapidated Ford relic of 1919 owned and operated in a miraculous manner by Clinton Dolan, was the winner of first prize in the contest. "Needs no top, covered by insurance," "What makes it run, Don't laugh it may be your Daughter" were some of the wisecracks displayed prominently in large painted letters on the MANAGER CHAS. H. AMOS started advertising "Ramona" three weeks in advance from the stage at the Riviera Theatre, Knoxville, Tenn. A stage show was built around the song "Ramona" and every opportunity was taken advantage of in plugging the song. A phonograph stunt was used one week in advance with the trailer with the special trailer being secured from the music publishers. The orchestra played the regular trailer and the Gene Austin phonograph records were synchronized with the special trailer. During the showing of the special trailer, a cut-out of Dolores Del Rio in the proscenium box was illuminated with soft light. sides and rear of the car which in some manner had eluded the tight-fisted hand of the junk dealer. The first-prize winner received $5.00 in cash. Second prize, a slicker donated by the Syndicate Clothing Co., went to another local boy— -Mason Sergeant who drove a Ford, minus half the steering apparatus, a few fenders and half the back seat. What was left was so badly bent, its original shape was left to the imagination. The prize smart sayings were painted on the side of this machine in bright red letters one of which was, "This car once owned by a Detroit millionaire." In addition to having a splendid street ballyhoo parade at a nominal cost, the stunt gained increased newspaper publicity for Watson in two newspapers. They ran announcements in advance, and the day of the parade each paper assigned a reporter to cover it from a human interest angle. Photos were taken and published in the paper along with the story. Every music dealer in the city tied up on the picture with co-operative window displays showing life-size cutouts of Miss Del Rio and Warner Baxter. Novel Display Feature of Exploitation for "Wine" A novel display, depicting the title of the picture, was a feature of Manager Sam Hammond's exploitation for "Wine" at the Egyptian theatre, Greenville, S. C. The lobby display consisted of trellis on both sides of the entrance and extending across the entire width of entrance. Artificial vines and clusters of grapes were twined in and around the trellis. Puts On Novel Organ Act With Aid of Phonograph A phonograph, auditorium type, placed at the disposal of Manager A. E. Fowler, for use in connection with his exploitation for "Laugh, Clown, Laugh" by a local dealer, was put to exceptionally effective use in staging an organ novelty at the Opera House, Bangor, Me., recently. The phonograph was placed in an upper box directly under the organ chamber. Using a Jesse Crawford record and without any announcement, a spotlight was thrown on the organist who apparently commenced an organ solo. (Somewhere a Voice is Calling). Half way through the number, the organist arose and left the pit — the spotlight following him out and then going back to the organ console for a minute or so and then slowly moving up to the box. The curtains were then drawn disclosing the electrola, Arranges Show Schedule to Suit Daylight Saving A way to beat the daylight saving bugaboo has been discovered by E. J. Landsborough, manager of the Regent Theatre, Gait, Ontario. Studying the time and sport situation locally, Mr. Landsborough discovered that twilight baseball games were generally concluded about 8.15, after which the people made their departure from the parks and were ready for other recreation. He therefore revised his theatre timetable so that the feature would not start until 8.30 and advertised this fact, suggesting that baseball patrons could see the feature after the games. The change has made a big difference. Previously, Mr. Landsborough reported, the people would not enter the Regent theatre when they found that the feature had started. Tennis Net Features Lobby Display for "Drag Net" Manager Fred 0. Slenker found another use for tennis nets besides on the tennis courts when he exploited "The Drag Net" at the Columbia Theatre, Davenport, la. Cutout letters were placed across the nets carrying the following copy, "Look what we caught in The Drag Net for your entertainment next Saturday." Cutout heads of both Miss Brent and George Bancroft were also placed on the nets. Signless Ballyhoo Man Hands Out Ad Cards MANAGER JOHN McKENNA is of the opinion that a ballyhoo man can draw as much attention if not more — by not wearing signs on his back as was evidenced by the unusual amount of attention focussed on one of the ushers in exploiting Dressed to Kill," playing at the Imperial Theatre, Charlotte, N. C. The usher wore a full-dress uniform including a silk plug hat and carried a cane. As he walked up and down the streets and into stores and other public places, he would pass out cards — the size of an ordinary calling card. Copy on the cards read, "Dressed to Kill, with Mary Astor, Edmund Lowe, Now Playing Imperial Theatre." Stage Show Built Around Song Advance Selling for Picture