Motion Picture News (Nov-Dec 1923)

December i 5 , / o 2 j 2791 Rifle Tournament Held for "To the Last Man" Run A. Mike Vogel, Paramount's Pittsburgh exploiteer, made the most of the shooting angle in " To the Last Man " when exploiting the picture for the State theatre, Erie. Here is a city that does a lot for its boys. The Erie Boys' Club is one of the biggest organizations of its kind in the country and there are a great many Boy Scout troops. Vogel hooked up with the Winchester company and had its two leading shops, one of which is located next door to the theatre, sponsor a boys' rifle tournament. The tournament was open to the first 500 boys to register and was held Monday, Tuesday and Wednesday afternoons at the indoor range of the Y. M. C. A. Ammunition Mas supplied free of charge and a rifle was furnished every boy who didn't have one of his own. Liberal space was used in the local papers in advertising the tourney as the " ' To the Last Man ' Tournament." A long string of prizes was offered, including the Richard Dix and Lois Wilson Silver Cups, flash lights, compasses, ammunition, hunting knives, Scout axes, etc., and theatre tickets donated by the State. A long list of endorsers was published, including the mayor, superintendent of schools, district attorney and all the leading civic body heads. Thursday evening the prizes were awarded on the stage of the theatre by Mayor Kitts. The result was a tremendous popular interest. Shawl Admits Women to See "The Bright Shawl" Many an old trunk in the attic was gone through by Harrisburg, Pa., folks during the showing there at the Colonial theatre of " The Bright Shawl." The cause of all this activity among the women was the announcement made by Mrs. Frank Emmett, manager of the Colonial, that every woman wearing a bright shawl would be admitted free at any performance during the week. Mrs. Emmett had no idea that there were so many bright shawls in evistence, for at each performance tht number of wearers of many hued shawls increased in alarming numbers. She carried the announcement in her daily advertising " THE BRASS BOTTLE" PRESENTATION This musical prologue preceded the showing of " The Brass Bottle" (First National) at Crandall's Metropolitan theatre, Washington, D. C. Engraved Invitations Aid "The Social Code" Specially engraved invitations figured in the exploitation of "The Social Code" at C. B. King's Crown theatre in Mobile. These were sent out to an extensive mailing list. Also for several days before the beginning of the engagement little memorandum books were given out on the street. These had the imprint of the name of the picture and the theatre and play date and proved very effective campaigning. The special feature of the " The Social Code " engagement was the issue of coupons as part of the newspaper advertising. These entitled the women patrons of the Crown to one free admission along with one paid. This was good for matinees only but great crowds of women audiences resulted in excellent mouth-to-mouth advertising which brought results all through the run of the picture. In addition the Mobile newspapers gave " The Social Code " extensive publicity as the coupons could only be obtained through the papers and hence their circulation for the davs of the Crown run was higher than usual. Strong Campaign Put Over on "Enemies of Women" Milton D. Crandall is living up to his reputation since he became publicity chief for Rowland and Clark theatres in Pittsburgh. With " Enemies of Women "' he put his shoulder to the wheel. He sold the idea to the leading laundries of the city to enclose a slip in each package calling attention to what are Enemies of Women and what not. Numerous drug and music stores, as well as other lines of business put out, at their own expense, a catchy advertising tie-up on the picture at the Liberty and State theatres. Carl Goettman, noted far beyond the confines of the city of Pittsburgh for his artistic window displays at Joseph Home's exclusive department store, was shown the merits of " Enemies of Women " so well by Crandall, that he placed on exhibit one of his cleverest and most artistic designs. The particular window in which this was set attracted more attention than any of the other displays in Home's during the week. A herald on a handsome black charger covered the streets of the city for a whole week previous to opening of the picture. He was garbed as the cornier of days long ago and in addition, continually used his lungs on a trumpet, thus living up to the character he impersonated. He was the means of making thousands know that " Enemies of Women " was coming to Rowland and Clark's Liberty and State theatres. It is quite difficult to get any displays in banks in Pittsburgh, but Crandall was successful in breaking into even those conservative institutions. " The Driving Fool " Given Automobile Hook-up A novel tie-up was put across by C. D. Hill, branch manager of the Hodkinson exchange at St. Louis on " The Drivin' Fool." On the side of the Gray Building on the Lindell cutoff was erected a board with a twenty-foursheet showing a scene from " The Drivin' Fool." Underneath was the caption, " The Drivin' Fool Can Use a Gray Car. It stands up." As 70 per cent of the city's westbound traffic passes this point the board is causing a great deal of comment. PLAYING UP THE PIRATE ANGLE IN A STRIKING LOBBY DISPLAY ON "STRANGERS OF THE NIGHT' This front on "Strangers of the Night" (Metro) teas prepared at the Beacham theatre, Orlando, Fla., by H. B. Vincent, manager of theatre, and Frank H. Burns, exploitation director