Motion Picture News (Sep-Oct 1922)

Attractive lobby prepared on '‘Smilin’ Through” at the Beacham theatre, Orlando, Fla., including trellis, cut-out head of star, poster frames and potted palms Replica of New York Theatre Used as Window Display Toledo, Ohio. — An unusual window display was used in connection with the showing of “Broadway Rose” at Loew's Valentine theatre. Metro publicity director, C. C. Deardourff, arranged with a local florist for the use of one of his big windows. The big feature of the display was a miniature duplicate of Loew’s new State theatre in New \ ork City. The entire window was a duplicate of Broadway. Auto buses and kewpie dolls, automobiles and traffic policemen made up the traffic. A large basket of flowers at one end of the window and a window card announcing the Mae Murray feature completed the display. In addition to this display, the Valentine theatre co-operated with the Toledo Blade in a contest to determine whether the women of Toledo want to wear short skirts or long skirts. The contest extended over a period of seven days, and the newspaper carried a front page story of the contest every one of the seven days. The opening story carried photographs of three women of Flint, Mich., members of the No Long Skirt Club of Flint. Fifteen dollars in prizes were awarded to the writers of the two best articles. Free tickets were sent to the next ten in order of their merit. Makes 24-Sheet Road Map for “Dangerous Curve Ahead” OWEN SOUND, Ont. — Manager D. C. Brown of the Griffin theatre, in exploiting “ Dangerous Curve Ahead,” evolved a striking 24-sheet from a service book suggestion. Taking a hint from the suggestion that a “ road map of matrimony ” be drawn and placed in the lobby, Mr. Brown had a blank 24-sheet posted on a bill-board in one of the main thoroughfares of Owen Sound and then set his ar cist to the task of drawing the road map on the white paper. The result was very effective and attracted a lot of attention. At the top of the poster were painted in large black type the words, “ Road Map of Matrimony,” the title of the picture coming under in much smaller type, the map using the rest of the space. Merchant Tie-Up on Title, “Over the Border” KENOSHA, Wis. — When “ Over the Border ” was booked to play at the Burke theatre, Kenosha merchants found it an excellent title to tie up to. Bob Gary, Paramount expioiteer for Wisconsin, worked up a window card reading: For Fair Dealing — Shop Here. Our Prices Never Go “ Over the Border ” of Justice and Fairness. Practically every merchant in town filled his windows with these cards. The theatre then bought teaser space in the newspapers for ads reading: Patronize Kenosha Merchants. Their Prices Never Go “ Over The Border ” Of Justice and Fairness. The town was all sold on the title before the Burke tied it up with its program. The merchants were not only pleased with the idea but jumped out of their boots at the kind of co-operative spirit which impelled an exhibitor to give them newspaper ads. Street Ballyhoo Minus Signs on “Zenda” at Baltimore Baltimore, Md. — A “teaser” campaign in which richly uniformed men strolled about the downtown district drew real attention from the crowds of shoppers during the week preliminary to showing “The Prisoner of Zenda” at the New Theatre last week. The crowds had the way neatly paved to be introduced to the advertising of the feature. The men, who wore uniforms brilliant enough to be striking without being obviously advertising stunts, strolled or stood on corners, and their presence was noticed by nearly everybody. They carried no advertising matter, and the observers naturally were led to speculate upon their purpose. The answer was found when similarly-uniformed men were found at the entrance to the theatre. A false front for the box-office, depicting it as a turretted and closely-guarded tower was a neat lobby touch, and the front of the theatre was draped with blue and white bunting and flags. Fashion Show Tied Up With “The Eternal Flame” SAN FRANCISCO, CAL. — The Tivoli theatre management recently took advantage of the opening of the fall fashion season just at the time of the showing of “ The Eternal Flame,” and staged a fashion show in the lobby of the theatre. The fact that the star is known for her becoming gowns made the display appropriate. The ushers were models and the latest styles were loaned by a fashion shop only too ready to seize upon the golden moment for some free advertising. “ The Norma Talmadge gowns ” as they were known, were used throughout the week. Handsome in coloring, artistic in design and graceful in movements, three of the best creations received immense favorable comment and were photographed by the daily papers. Loconwtove ballyhoo on automobile used in connection with the showing of "The Curse of Drink ” at the U. S. Photoplay theatre, Paterson, .V. J.