Motion Picture News (Nov-Dec 1922)

2422 Motion Picture News Decorations in oriental style used in lobby of the Colonial theatre, Seattle, Wash., during the run of “The Sheik’s Wife,” by Manager John Dans. House attendants in oriental costume are also seen Insurance Underwriters Tie Up on “Remembrance” Ottawa, Ont. — The Life Underwriters’ Association, through its Ottawa branch, ran an advertisement in local newspapers during the showing of “ Remembrance ” at the Regent theatre which was of decided exploitational value. A three-column six-inch advertisement was run in the papers. The ad read as follows: “SEE ‘Remembrance’ and remember ‘A life insurance policy is tbe sincerest love-letter a man can write.’ Endorsed by the Life Underwriters’ Association of Ottawa.” Clever Catch Lines on “If You Believe It, It's So” El Paso, Texas— In addition to an unusually heavy use of cut-out letters, satin-draped three-sheet frames, a 24-sheet on the front of the house, and such material, Manager J. M. Edgar Hart, of the Plaza, used large cards carrying teaser copy taken from the subtitles of the picture. Some of these read as follows : “ Jno. D. Rockefeller hocks his watch to buy a gallon of gasoline.” IF YOU BELIEVE IT, IT’S SO. “ Cold and probably snow tomorrow.” IF YOU BELIEVE IT, IT’S SO'. “ The United States is going Avet.” IF YOU BELIEVE IT, IT’S SO.” “ The Kaiser gives his support to the American Legion.” IF YOU BELIEVE IT, IT’S SO. Des Moines theatre, Des Moines, Iowa. The small electric spotlight on the dashboard made it possible to use this at night Football Rooters and Team Aid “Smilin’ Through” PAOLA, Kans. — Manager Willard Frazier of the Empress theatre evolved a really new piece of exploitation on “ Smilin’ Through,” when he got each member of the local football team to wear a banner on his back reading “ Let’s Go Smilin’ Through,” and had the cheering section drilled in this yell: “ You’d better go home You’d better go home We’re going to do it to you We’ll hit that line Hit that line And all go SMILIN’ THROUGH.” The yell made such a hit that the newspapers ran it in special boxes and on the sporting page and it was good advertising for the picture. “Blood and Sand” Exploitation Suitable for Small Towns Newburgh, N. Y. — Coban’s opera bouse played “ Blood and Sand ” simultaneously Avitk the New York and Los Angeles runs, and Manager Gilbert P. Josepbson put it over to enormous business with a well-planned exploitation campaign for a small town. Mr. Josephson kept a crowd hanging around his lobby two days in advance \\dth his art gallery. One hundred and thirty-six stills from the picture were displayed in frames. The opening Avas on a Monday and the preceding Friday Mr. Josephson Avrote letters to every preacher in toAvn, calling attention to the fact that a chapel is an indispensable part of a bull ring. Four or five of the ministers made mention of the picture in their sermons the following Sunday. A curt, business-like letter was sent to each club secretary listed in the city directory. It stated that the demand for tickets Avas so great that the management had been asked to set aside blocks of seats for certain organizations. This told more by indirection than the usual press-agency harangue. Sixteen organizations took advantage of the offer and many secretaries placed the notices on their bulletin boards. Mr. Josephson sent a negro ballyhoo to sit in the park and attract the attention of the croAvds usually gathered there, Avith the windoAV card. “Slim Shoulders” Gowns Given Guard of Marines Springfield, 111. — C. D. Hill, manager of the St. Louis Hodkinson exchange, arranged a live exploitation stunt on the “ Slim Shoulders ” fashion promenade that gathered in considerable publicity for its shoAving in Springfield at Gus Kerasotas’ Strand theatre. Hill hiked doivn to the division commandant of the United States Marines in the Federal building and sold him the idea that $25,000 in pretty gowns Avas too big and important a package to travel from St. Louis to Springfield, 111., without special protection of Uncle Sam. It seemed easy enough to get the Marines, but to arm them was another story, but Hill took care of that. But this took time and the Springfield opening was but a few hours away. Train service was uncertain. He couldn’t take a chance on the interurbans. So he called on John Schroeder, vice-president of the Schneel Motor Corporation, and talked him into donating a high-power touring car for the trip. Schroeder said he would drive the car. Under the protection of two armed Marines the precious package was put in the back of the car. The car carried a large banner which read : “This car is delivering $25,000 worth of Irene Castle goAA'ns made of Cortieelli Silk to the Strand theatre. Springfield. 111., for their fashion show starting Sunday.” This eye-catching cut-out was prepared by Manager G. M. Phillips of the Strand theatre, Atlanta, Ga., on “ Sky High ”