The Moving Picture Weekly (1920-1921)

KASHIN S LATEST STUNT Putting "The Great Air Robbery" Over in the Holman Theatre of Montreal With a Special Edition EXTRA I SPECIAL I gXTRA SPECIAL IStUF. FROM THE AERO PUBLISHING SERVICE' I Officer Makes Daring Attempt To Rob Aerial Mail ONLY FIFIY Fffil AWAY Ibribiails! AND TOU— A Mile High In The Air Some Sensation above the urth among man-bir* >voo(Xng fenddiv>ng— )hvo<in)t Locklta/ rrc*n plicc toplM ■ -Icaplnj Into tht aby», hoping your par*cKjtt 'will open In time Love Story? One of ihe prettlesc you've ever vc*n pictured Youli want to (icsl Fr»nct\iM BiHingum for youfaetf—and tdl her new, never to go up agBin HOLMAN THEATRE ST. CATHERINE ST. OPP. PHlllJPS SQUIRE DlncMOB ■ ■ M. K,\SHjii . lo LOCKLEAI 2. 4. C » ! f*rfonuoce *iU it circa Iwr >i|k a M, KASHIN is a past master in the art of exploitation and that is one reason why he is in such high demand as a big theatre manager. At the present time he is managing the Holman Theatre in Montreal. The title of "The Great Air Robbery," which was to play the Holman on Feb. 15th, suggested a stunt to Mr. Kashin which he had pulled before, but which was particularly adapted to this title. He took out a full page advertisement with the Herald of Montreal in the form which is shown above. The cut has been made in two pieces to indicate where the fold in the newspaper comes. You will notice that the top part of the cut looks like a tremendous newspaper sensation, whereas if you see the entire sheet together, the advertisement on the bottom of the cut gives the thing away. Kashin bought 5,000 extra Heralds for this occasion, folded them <Hi the page where his Ad was printed, and hired a lot of newsboys to stand on the corners and give them out. The strange part of this was that they discovered it was easy enough to sell the papers, whereas if they gave^them away the people thought there was something the matter with them. After several of the boys got on to this fact, the papers went like hotcakes, and the Herald boys who were selling the newspapers -with the ordinary page outside, discovered that they got on very much better by folding their papers to show the extra, "The Great Air Robbery." The cut on the right of the page shows the advertisement which Kashin devised and ran the full length of the page in the Montreal papei-s. As a result of the exploitation previously done, and the newspaper stunt Kashin started an extra show at ten o'clock, and this showwas one of the most heavily patronized of all the performances during the day. ^ thrillerin kwhichthedtyis the limit TbriUi! CliilU! ' **» bel 70UT.1 gev oore chills up aad dovn your Bplne to the aquare Blnute than you've had In a long tlB>e * ' . Exhibitors Trade Rarlews Ue* York City. Distinct NoTehy. '•'Once in a vhlle a producar hitt upoa a dlatlnet novelty. In thla cleaa oust be plaoad • 'The Graat Air Robbery". Lob Angela* Sxaalner. New Sensatioii ! "It Intfoduo**-. a ne* genuine sensation in drania, for it suapendE the' actors and audience, toe^ thousands of feet above tha earth. Photoplay. ellbonod ! ' 'A genuine thriller ! Nothing like it has ever beAn prod'jced. Real not faked theae scenes h'^Id you spellbound. Harison'8 Reporta. New TbrUls! ' 'A new kind of thrill fascinating ! It's a foregone conclusion that crowds are going to see ■•The Great Air Robbery' ■ . Los Angeles TlBes. Darederil LO(Xl£AR TkeGrcalAirRobbey' holIman SUN. MON. TUE. VES. Column adv. for all the Montreal papers.