Motion Picture News (Nov-Dec 1925)

2264 Motion Picture News The above store for rent offers ace-high poster location and is used effectively tcith excellent paper designed for "The Gold Rush" ( United Artists J, by the management of the Memo theatre, Johnstoun. Pa. "Iron Horse" Drive In Dover WoodhulFs Baker Theatre Stages Thorough Campaign For Picture In Town of 10,000 THE best features of big city exploitation campaigns for "The Iron Horse"' were fitted into the thorough-going drive which was conducted for the picture in Hover, X. J., by K. F. YVoodhull's Baker Theatre. Though Hover has a population of only 10,000, the campaign was up to the highest standard from every standpoint developed in the large metropolises in which ''The Iron Horse'' was the object of special treatment. The local newspaper being issued but twice a week, extra space was taken to the extent of half page ads on the back page, in addition to the regular house ad in another part of the paper. A billing "Smash" of circus strength was thrown up on the Hover boards with plenty of "snipes." An "Iron Horse" Museum was installed in a vacant store on the main street, with windows carrying black and white stills of all the historic incidents of the picture. The stills carried interestarousing captions. A number of dated banners were also displayed. The exhibit of photos and "Iron Horse'' media was tastefully decorated with streamers of colored crepe paper. A battery of bunch lights kept the exhibit "alive" at night. Through the whole-hearted cooperation of Mr. Bowlby, Superintendent of schools at Hover, the school system consisting of a high school and four elementary schools were thoroughly organized. All railroad employees and even those of the trolley companies serving Dover, were circularized — the lists being provided by their employers — with a special letter offering them a 20 per cent discount on their admission ticket. The current interest in Football was capitalized to the extent of printing up to 3,000 cards bearing on one side "The Season's Schedule of the Dover High School Football Team," and on the other side an announcement of the local "Iron Horse" engagement. The Public Library was presented with a number of copies of "The Iron Horse" novelization, and reciprocated by al'owing a large sign to be hung in one of their windows, reading "Now ready — the story of 'The Iron Horse' in book form — Read the book here, see the picture at the Baker Theatre." The library also distributed with outgoing books 5,000 "Iron Horse" book marks. These were further distiibuted as throwaways and in addition were placed under the tops of glass top tables in ice cream parlors and restaurants. The book marks were made from a one column cut selected from the press book, and gave especial prominence to the Hover play date of the attraction. The window tie-up prospects of Hover got a thorough combing. The principal hardware realer came through with an out door scene of a woods in autumn, and was executed with the aid of tree stumps and real autumn leaves. A cam]) fire with glowing red lights, and a moving, miniature electric train that wound its way on tracks through foliage and dated "Iron Horse" -tills were included. The town's principal bookseller showed a "trim" of not only "Iron Horse" books, but a miniature stage. The principal sporting goods store exhibited in its windows a group of stills showing George O'Brien in various athletic costrmes. Six other windows displaying various brands of merchandise were also secured for tie-ups. There being a number of factories about Dover, a special tack card drive was made on these plants, with special attention being given to bulletin and announcement boards about the factories. The herald campaign was executed in three channels, at factories, house to house distribution and by mail. Gets Political Rivals To Back "Iron Horse" Drive A hot political battle at Akron, Ohio, furnished the means for bringing an especially good opening gun for a newspaper tie up between the Akron Times-Press and the Goodyear Theatre in connection with the "Iron Horse." The contest was based on a stunt to stimulate interest in local history, and the mayoralty candidates, who had been carrying on a bitter three-cornered fight, were induced to endorse the stunt. The newspaper, therefore, broke the news of the contest with a page one story under headlines which -proclaimed that the three candidates for mayor had come together on the first matter that claimed their unified support since the opening of the campaign. History Contest. The contest consisted in publishing daily for ten days, the photograph of some scene or landmark in Akron's history, and offering a prize for the best fifteen word title describing the scene. The judging of the titles was left to the three candidates. Three winners were selected daily and given surprise awards tendered by Akron business houses. Tickets to "The Iron Horse" were also presented to the winners. Special exploitation for Pathe's serial "Play Ball" used by the Auditorium theatre. Philadelphia. Framed displays of official league base balls, bats and gloves, drew particular attention to the front of the house, uhich is operated by Mr. ff imley, a progressive shouman.