Motion Picture News (Sep-Oct 1922)

October 28, 1922 2169 Lobby display on “Grandma’s Boy” built at the Imperial theatre, Asheville, N. C., of which John B. Carroll is manager. The house and well were built up solid in the lobby, and cut-outs were placed at either side of the entrance Well Rounded Campaign on “In the Name of the Law’’ Atlanta, Ga. — A well rounded out exploitation campaign helped Manager Phil Gersdorf of the Rialto theatre considerably in putting over “ In the Name of the Law.” To begin with he had a giant cut-out of a policeman strung up on top of the marquee which by its size attracted attention on all sides. He also tied up with local policemen and gave them a special performance of the picture, which pleased and caused a great deal of word of mouth advertising, and incidentally, made things easier for Mr. Gersdorf in securing other exploitation. He had illustrated cardboards printed reading “ Don’t park within fifteen feet of the water plug — In the Name of the Law ” and hung them on downtown fire plugs. Just now several downtown streets are being repaired and certain parts of them are closed to traffic. At each of these points manager Gersdorf set up a cut-out of an officer holding out his hand as if stopping the traffic. The Words “ Stop ! In the Name of the Law ” were printed on each cut-out and at the bottom in large red lettering were the words “ At the Rialto this week.” Front of Cine Esmeralda, Buenos Aires, South America, for showing of “ Foolish Wives” Theatre Program Distributed In Hotel Rooms WILMINGTON, N. C.— The Howard-Wells Amusement Company force in Wilmington are distributing a neat eight-page program for all their houses and Ernest G. Stellings, manager of the Grand theatre, has arranged for the placing in the rooms of the leading hotel one of these programs each Sunday morning for the ensuing week. The hotel management feels that they are giving their guests a little service in this, as all the theatrical attractions are listed, and it is sure that the theatres are receiving some benefit from it. Hoyt s Dc Luxe theatre, Sydney, Australia, used this lobby cut-out display on “The Toreador” Makes Tie-Up With American Legion on “Sonny'’ Nebraska City, Neb— Manager Robert, Booth of the Paramount theatre had the idea for putting over “ Sonny.” Then he sat back while the American Legion did the work for him. Seizing upon the “service” angle of the story he interested the Legion post in the picture with the result that the Legion undertook the obligation of sending letters to all theatregoers in the town, recommending the picture. Locomotive Ballyhoo for “The Crossroads of New York" Orlando, Fla.— Manager M. F. Estes of the Beacham theatre built a beaver board locomotive over a small auto truck for a ballyhoo on “ The Crossroads of New York.” It was driven all over the city the day before and during the engagement. When the truck was not being driven about it was parked in front of the theatre. Banners on the sides told about the picture. A realistic touch was obtained by burning a can of woolen rags inside the “ locomotive.” These gave off smoke that was carried out through the smokestack by a piece of garden hose. An air pump blowing into the bottom of the can assured a plentiful supply of smoke at all times. The locomotive was supplied with a cowcatcher. And it had a bell that was kept ringing as it went along the streets. Orlando had never seen anything like this before, and there is no doubt that it got the attention. Posters on traffic towers and police patrol for “In the Name of the Law” at the Modjeska theatre, Augusta, Ga., of ii’hich Frank J. Miller is manager