Motion Picture News (Nov-Dec 1925)

November 14, 1925 2261 Simple, inexpensive, yet elective is the ballyhoo illustrated above. Used for Paramount's "He's a Prince" in St. Petersburg, Fla., by Manager H. G. Griffin of the Plaza theatre, that city. "Gold Rush" Stunt List Grows Wide Range Of Ideas Employed By Showmen In Many Cities For Drives on Chaplin Film "Sally Of The Sawdust" Is Circussed In Atlanta The Howard Theatre used an exploitation stunt on "Sally of the Sawdust" that is a perennial attraction for both young and old. They used a regular circus wagon, gaily painted and drawn by two horses, which was placarded with heralds, lnsi.de, behind the iron-bar sides, was a large black bear. This outfit paraded the streets and at times was stationed in front of the Howard, where a large crowd gathered to watch the animal. A feature of publicity which was not counted upon occurred when an inquisitive man stuck his hand inside the cage and had it painfully bitten by the bear. The injury Was not serious; however the man was taken to a local hospital for treatment, and the story appeared in the morning paper next day. "The Howard had the lobby dressed most attractively, carrying out the circus setting at the picture by enclosing the theatre's •entrance with painted cardboard props that gave the appearance of tent flaps. The same idea was carried out by erecting above the marquise what looked to be the front of a big circus tent. "Annie Rooney" Music Tie Up Goes Big In Phila. The music store tie up in connection with the song "Annie Rooney" was made the leading feature of the campaign for Mary 1 'ick ford's new picture when it played the Stanley Theatre in Philadelphia. Eight of the most prominent music stores in the city were flooded in their windows with copies of the Annie Rooney song. Five hundred photographs of the star, in addition to five hundred copies of the song, were distributed to the first 500 requests received at radio station WIP, following the broadcasting of the picture and the favorite old song. The huge Stanley locomotive, a reproduction of the Pennsylvania railroad engines, steamed all over the city with the announcement of the picture, theatre and play date, and the city was plastered with an extra supply of window cards and the regular line of lithographs. The engagement of "The Iron Horse" (Fox) at the Liberty theatre, Seattle, was exploited by means of this ancient locomotive, which was run around Seattle on the street railtracks. NATURALLY the new Chaplin comedy "The Gold Rush" is being heavily exploited throughout the country, but in the case of this picture there seems to be a far greater variety to the trick ideas which exhibitors are incorporating in their campaigns. Novelties of all sorts have been staged for advertising on "The Gold Rush" and as ideas which have been reported favorably upon by exhibitors the following are cited. At Grauman's Egyptian in Hollywood, where an extended run was supported with an extensive drive, there was considerable interest worked up over a long distance interview with the star, who at the time was in New York, to attend the premiere there. Another stunt was a birthday party for the canine friends of "llak," the dog which appears in "The Gold Rush." These were put on in addition to a "treasure hunt," the spotting of the soles of twenty of Charlie's shoes along the streets, and many others. To stimulate Asheville's interest in "The Gold Rush," at the Plaza theatre, Manager T. L. Stelling, in cooperation with the Citizen, inaugurated a Chaplin impersonating contest, open to children. Advance announcements were run in the newspaper, stating that Plaza management would hold an impersonation contest in lobby of theatre at 2.30 p. m. on opening day of "The Gold Rush." Cash prize was offered winner, and in addition to being served with refreshments, all participants were to be the guests of the theatre at the picture's first showing. During the showing of "The Gold Rush" at the Gem theatre at Murray, Utah, F. T. Duval, manager of the house pulled a novel lobby exploitation stunt, which featured a large pile of boulders which he had gilded and piled in the lobby. From the cone a sign protruded announcing the fact that it was Charlie Chaplin's claim and duly signed accordingly. It showed the comedian sitting on top. Larry Jacobs, Loew's Colonial, started his campaign a week before the opening with a uniquely worded message to all city officials, from the Mayor down, calling their attention to value of picture entertainment, and to "The Gold Rush" as a live wire tonic for happiness. A well groomed man, wearing Tuxedo clothes, went into the better class stores of all kinds and distributed the Chaplin's "Gold Rush" coin. This man also carried invitations to city officials and prominent citizens. He did not carry any sign. A similar campaign was put on in Harrisburg by Sidney Gates of Loew's Regent. Three savings banks in Canton, Ohio, went into large newspaper display space to tie up with the run of Charlie Chaplin in "The Gold Rush" when it was showing at the Valentine theatre. All three of the banks took large newspaper space on the opening Sunday, averaging a quarter of a page each. In connection with the advertising angle of the banks, the Dime Savings' copy said : "His interpretation of this epic scramble for fortune by its very hilarity on top of tears emphasizes a truth dear-bought by the many — that for every fortune laid on a basis of luck there are hundreds of thousands based on simple and savings bank deposits." At Des Moines, Iowa, the A. H. Blank theatres printed a small folder containing .^1,000 bond guaranteeing their payment of that sum in ease of death by laughter while witnessing "The Gold Rush" at the Des Moines theatre. The bond was guaranteed by a big surety company through local insurance specialists. At Wilmington, Delaware, the Arcadia theatre used a pair of old "dogs" gilded up and put in a window display, contrasting with natty footwear in same display. In Winnipeg, Manitoba, a "Gold Rush" dog sledge attracted lots of attention since it was a burlesque of the regular dog sledge stuff. A compo board sledge, bearing the theatre signs on each side, looking more like a chariot than a sled, was mounted on small wheels and drawn by an assorted collection of curbstone setters.