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20
-THE MOVING PICTURE WEEKLY
Used Traffic Posts
to Boost "Forbidden"
Royal Theatre of St. Louis, where "Forbidden" made a clean up. Note the sign on the traffic post.
J7DDIE CARRIER, manager of the Royal Theatre of St. Louis, was not so careless as to pass up "Forbidden" when it was first released, hut the clever stunt he used at that time is still being talked about in St. Louis, Mo., and may help a dozen exhibitors who are booking this excellent Mildred Harris Chaplin picture during the Jewel drive or after it. Of course it required the co-operation and consent of the police authorities
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S.R.012
for the proper extension of the plan to all parts of the city, but this was obtained without much trouble and in the end the police and traffic authorities were very glad that they had permitted the stunt to be pulled, as it called attention to regulations that should be observed all the time and are frequently neglected.
The stunt was simplicity itself. It consisted in the placing of a new
traffic sign in all of the traffic posts that read ordinarily "Stop," "Turn to the Right," "No Left Hand Turning" etc. The new sign was white with the word "Forbidden" in glaring red painted in the center of it. One of the signs is shown in the picture. They were placed all over the city. They merely supplimented the billboard and newspaper advertising that Carrier had done thoroughly. It was not at all necessary to say where the picture was playing. An out of town
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autoist, though, who was looking for a place to park must have thought that the city authorities had gone over to the German system of verboten announcements that greet one in all of the Berlin parks and public places. The police force was busy for a week telling autoists and others what the signs meant.
Doric Theatre of Kansas City. This is the type of house in which the Stage Women's War Relief Series of photoplaylets are playing. The Capital in New York set the fashion in booking these tabloid pictures, in which the greatest stars of the stage are featured. This picture was taken last fall, when the first of the series was being played, "A Star Over Night." The Doric has had great success with the series.
A very effective lobby display made for the Holman Theatre of Montreal for Mildred Harris in "Forbidden." It is the most distinctive lobby the Holman ever had, and that is saying a ivhole lot.