Motion Picture News (Nov-Dec 1925)

November 14, 1925 2265 AND OURS most popular of modern dances, along with a series of articles describing each step in the dance. The photos are attractive — we publish the series in this department — and newspapers all over the country have used these progressive "dance routines" as special features, so the Educational matter should prove attractive to editors. Theatres which present Educational comedies should make an effort to place this feature with their local newspaper — localizing the interest in the feature by tie-up ads or publicity matter stating that Miss Vance will be seen as leading lady in a comedy to be presented al the theatre on such and such a date. The photos and the lessons, we understand, are available at all Educational branch offices. N NAT'S ELECTION FLASH AT. G. ROTHSTEIN, director of publicity, advertising and exploitation for F. B. O., scored an "election" exploitation beat for "The Last Ed.tion" in New York last Tuesday. Early in the day an "extra," in the form of a newspaper called the New York Evening Views appeared on the streets with a flash heading across the entire sheet announcing "Walker Wins." The makeup of the front page was authentic in all details and the flash heading held the attention long enough to cause people to take the paper handed out on the streets. A large 3 column photograph of Senator Walker adorned the front page with a detailed blurb about his political aspirations, while the bottom of the sheet was given over to striaght F. B. O. publicity. Leave it to Nat not to miss a bet ! On the reverse side of the sheet stills from "The Last Edit.on" adorned the page, with another blurb about the New York premiere of the production at B. S. Moss' Cameo Theatre on November 8th. Two hundred newsboys distributed these newspapers on Election Day, starting fully six and seven hours before the returns came in. The boys went tearing down the streets of New York, distributing the newspapers and shouting at the top of their lungs: "The Last Edition! ! ! ! Uxtra! Extry! The Last Edition! Walker Wins!" had the curtain raised and 24 children dressed in circus costumes were disclosed. Each had an 1 8-mch letter held behind him. At a given signal the letters were exposed reading "The Great Circus Mystery." On the opening day the front of the Hollyway was dressed with real side-show banners as well as the stock "paper" and the entire neighborhood was ready for the big parade that preceded the show. Five hundred children were in line, each provided with a colored hat which Mr. Darst had made. Gay banners were carried, cut-out letters and pennants were in evidence, clowns, acrobats, cow-boys, strongmen, all were there. Each kiddie had a horn, a drum, a whistle, a dish pan, or something with which to make a noise. Through a tie-up with the Pacific Coast Biscuit Co. 42 dozen 5-cent packages of animal crackers were donated and were given out to the children who attended the opening performance. The Hydro Pura Co. donated I 000 novelties, such as crowing roosters, horns, fans, and whistles, and a local decorator loaned a life-size camel for a ballyhoo in front of the house. H. McC. Davenport composed an organ number which he called "The Great Circus Mystery." This is used as the theme for the picture and was broadcast over KNX. It proved one of the highlights of the campaign. An amateur clown and acrobat contest is being held over a period of three weeks with four prizes donated by local merchants to be awarded at the end. The child who wins first place will be put on with the theatre's regular vaudeville show one night. The entry list is full and overflowing. HP THE ALL "SHORT" BILL HERE has been great ballyhooing lately of all the exclusively short subjects programs put on by theatres in all sections of the country and there is little to be added to what has already been said in favor of these stunts. The theatres which appear to have been most successful with this type of attraction have exploited their bills as "comedy circuses" or all-komedy-karnivals. The stunt introduces a bit of variety and seems to have its virtues for occasional use by most any theatre outside of the big down-town houses in large cities. It is the opinion of many that the "all comedy" bill falls short of being a completely rounded entertainment. The screen's patrons like drama and particularly melodrama and this element really belongs on the program of screen offerings. It can be supplied without taking the program out of the "all short subject" classification, for there are many short dramas being produced and while the vast majority of them are not up to the quality of the best in comedies, many are coming along that would serve adequately to supply the desirable "serious" element. If one of these is surrounded by the best in comedy and scenic reels a program that will be complete in entertainment values can be achieved. TDARST'S CAMPAIGN HE prize-winning campaign in the Universal contest left few tricks of showmanship untouched. It was launched at a matinee performance one week before " 1 he Great Circus Mystery" opened at the Hollyway. At that time Mr. Darst went upon the stage to talk to the children in his audience. He announced he had a surprise for them and asked them if they had any idea what it was. This little stunt had been prepared for by program, slide and trailer announcements on "The Great Circus Mystery" a week in advance. When the kids were all on the edge of their seats, he A SELLING A SHORT SPECIAL MONG the recent short subject offerings which have been well exploited is the special reel issued by International under the title "Life's Greatest Thrills." This picture was advertised with window displays in Los Angeles and Boston. Photos of the displays are reproduced in this department. Exhibitors have given the reel extra support in their advertising, and some good exploitation stunts have been used in connection with "Life's Greatest Thrills." William Brandt, prominently connected with the T. O. C. C, and owner of three theatres in Brooklyn, N. Y., recommends highly a stunt which he used for the picture at the Dufheld, Carlton and the Bunny theatres. In a letter to Universal, releaser of the film, Mr. Brandt expresses his satisfaction with the business he attracted with "Life's Greatest Thirlls" as a result of his exploitation, of which he says: "By word of mouth advertising several weeks in advance, each patron was requested first by the cashier, then by the doorman, then by the usher not to miss 'Life's Greatest Thrills,' and in that manner we worked up a campaign which packed all our theatres to the doors and broke several house records in which some of the biggest productions ever made have been shown. Two recent window displays on "Life's Greatest Thrills," the International Netvsreel special offered by Universal. The photo at the left shows the display in a Los Angeles department store in connection tvith the picture's showing at several houses in that city. The one at the right illustrated the display made in Boston. Both feature newspaper clippings, mostly from Hearst papers, dealing with the exploits of news camera men and screen records of big events.