Motion Picture News (May-Jun 1925)

2160 Motion Picture News Variety of Tie-ups Given "So Big" in Lexington Col. Fi-ed Levy was determined that ■when "So Big"' showed at his Kentucky theatre in Lexington, every inhabitant should know of the picture's coming. He used 2.000 special door-knob hangers. By a tie-up with the Lexington Laundry, 3.000 heralds advising recipients to send their laundry to the Lexington and to go to the Kentucky theatre to see "So Big" were WTapped in the laundry's packages beginning a week in advance. Twenty banners were painted and hung on taxicabs four days before the opening and continuing during the showing. Three thousand regular heralds were used. Among merchant tie-ups was one Avith a women's ready to wear shop on Miss Moore's dresses: another was a display in a florist's; still another a toilet article display in a drug store. Two confectionery stores tied up on the picture. On the windows and miri'ors of one of these was painted a fancy design announcing the Colleen Moore sundae. A book window display was obtained. All of the displays \yere in excellent locations. A color scheme of orange and black was carried out in everything — heralds, banners, cards, etc. Empress Front Masked for Showing of ''So Big" Manager R. R. Russell, of the Strand Amusement company's interests in Owensboro, Ky., had another mask for the Empress theatre for "So Big," for its three day run, to stimulate interest. Two weeks ahead of the showing, however, an electric sign was playing over the box oflBce. A week in advance another electric sign, a box with bright red cut-out of "So Big"' as a baljy, was attached tu the >torm door at the entrance of the theatre. Then the Saturday night before the showing on Monday, up went the big mask over the entrance, which called attention to the unusual attraction for the coming week. It ipinaincd up during the showing. As the mask is made of i)eaver board it can be used again and again. Three-sheets were used as the side panels and a l"Cal artist completed the drawing. Teaser Racing Ads Exploit "The Dixie Handicap" A cross word puzzle contest was recently conducted by Xorman W. Fyle, Metro-Go'dwyn exploiteer. in Johnstown, Pa., in connection with the showing of "The Dixie Handicap" at the Olj'mpic theatre. A teaser campaign in all the local papers initiated this exploitation campaign. The teasers announced that the horse racing season in Altoona would open on the followinoMonday, and added, "For details call 2-6170." This was the theatre's phone num A section, of n railroad track tvith sivitches and lantprns Has used by Manager Charhs Fraler in front of the Grand theatre, Tracy, Calif., for "The Signal Tower" (Universal). ber. Employees replied to all inquiries by announcing the run of "The Dixie Handicap'' at the Olympic throughout the week. Pyle followed this up by announcing on the Saturday preceding the premiere in large display ads : "The greatest race in the history of the turf will be run in Altoona all next week at the 01ymi)ic theatre in 'The Dixie Handicap.' The picture you'll cheer." A jockey rode through the streets, and 1sheets were placed on all the city waste paper receptacles in the downtown district. Street cars carried a half sheet card on the front, and there were a number of window display's also. Five thousand heralds were distributed and two slides and a trailer were used. There was, in addition, a special lobby display. Teaser Box Placed in Joie Lobby on "Contraband" To stimulate interest in "Contraband", playing the Joie, Fort Smith, Ark., Manager John P. Read conceived a novel and effective lobby display on the attraction. A huge box was placed in the center of the lobbv on which were painted the words : This is "Contraband" Keep Off But See It Opened Up Friday and Saturday. Another good stunt was the use of two banners reading: "This is Not Contraband But See It at the Joie Today." The alx>ve were placed on two trucks of a well-known local transfer company. The regular campaign was supplemented by the use of advance stills, trailer and slide, with marquee, display of 24-sheet cutout with title in cutout letters across the front. Barrels and cases borrowed from the Tennessee Brewing company pro tided Manager Bert Jordan of the Majestic theatre, Memphis, Tenn., with this arresting display on "Contraband" (Paramount).