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June io, 1922
3137
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This attractive lobby display on “The Seventh Day’’
is the work of Paul Noble, manager of the Liberty theatre, Portland, Ore.
Atmospheric Lobby Sells “Seventh Day” to Portland Fans
Portland’s (Oregon) sea location and the interest in things with a connection to the sea gave Paul Noble, of the Liberty theatre, hie cue when he played “ The Seventh Day.” A lobby display that was of real interest to the theatre-going public was built for the showing.
A simple sea cardboard painting, covering the front of the theatre below the marquee was attractive and at the same time reasonable. The name of Richard Barthelmess was prominently featured in the skylines, while the letters of the title were dropped to hang from the bottom of the scene over the boxoffice window.
In the electric lights above the theatre the title was featured as “The 7th Day.” The numeral was considerably larger than the letters in the display, attracting attention from sheer difference from the usual arrangement.
Hanging Gardens of Near East Produced for Theatre“Front
Trying to find a new idea for a theatre front is a job thankless and often as fruitless as looking for the owner of a found collar button ; but the manager of the Empress Theatre, Dalles, Ore., succeeded in evolving something new. He did over the theatre front to represent a Persian garden with the atmosphere of the Near East in conjunction with his showing of “ One Arabian Night.” Ferns and foliage adorned Lhe top of the front below the marquee, while streamers running down from the greens competed the effect
Float with which Manager James Freeman of the Casino theatre, Kissimmee, Fla., advertised Little Lord Fauntleroy.”
“Pay Day” Advertised by Pay Office
WHEN they called it the “ Pay Office ” they didn’t specify who paid. The foregoing statement can be taken as a good indication of why Manager Bums found solace in his box office at the Beacham Theatre, Orlando, Fla., when he played “ Pay Day.”
This lobby decoration is such a natural one it’s surprising it hasn’t been used before. It was inexpensive, being made of beaverboard, and bore a striking resemblance to the pay office shown in the picture and is easily capable of reproduction elsewhere. To carry out the effect Manager Bums had signs on the pay office reading: “No Smoking”;
“ No Loafing,” and “ If We’re Filled Up Call Again.”
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Explaining by cut how Verne E. Johnson of the Jefferson theatre, St. Augustine, Fla., sold “A Game Chicken,” to his patrons.
Cut-outs and Lighting Effects Basis of “Quo Vadis” Display
With the aid of a three-sheet and special lighting effects, Manager E. J. Barnette of the Victory Theatre, Waco, Texas, built a display for his lobby in connection with the showing of “Quo Vadis” that increased his business considerably.
The idea followed out was to portray in his display the scene of the picture showing the Christian slaves in the lion den. By ingenious use of cut-outs and back lighting excellent and realistic results were obtained.
Cut-out Lions in Cage^Part of “Theodora” Campaign
R. L. Dalv, manager of the Liberty theatre,. Wenatchee, Wash., did himself proud in exploiting “Theodora.” The town is small and' Manager Daly had to watch expenses, but he put across a fine newspaper and billing campaign and made his lobby attractive with posters, paintings and framed stills.
He put special emphasis on a street stunt. It attracted all kinds of attention in Wenatchee and brought the film to the attention of nearly every person in the town.
On a wagon truck he built an imitation animal cage, such as are used in circuses. In the cage he placed four mounted cut-out lions taken from the “Theodora” posters, all of them with mouths open and snarling. Covering" the back of the cage was a specially drawn poster of Theodora and her lover, with the lions seen at the top.
Cut-outs of Theodora holding three roaring lions in leash were used in front of the theatre.
This is a picture of Frank Burn’s lobby front on“ Pay Day ” playing recently at the Beachami theatre, Orlando, Fla.