The Moving Picture Weekly (1919-1922)

Vol. 15, No. 7 The Moving Pictuke Weekly 11 Schaefer, Manager of Parthenon Theatre, Puts Over Unusual Serial Exploitation DAVID SCHAEFER, manager of the Parthenon Theatre, at Wyckoff and Myrtle Avenues, Brooklyn, is a 100 per cent, exploiteer. When he gets behind a picture, whether it is a feature or a serial, it goes over with a bang. His recent exploitation campaign for "With Stanley in Africa," Universal's thrills-from-history serial, should be an eye-opener to many exhibitors. AFTER "selling" Herman Weingarten, the theatre owner, on the idea of a campaign, Schaefer tackled the Stanley serial from all angles — lobby displays, educational school tie-ups, novelty give-aways and street stunts. His lobby display consisted of a jungle scene, made up of stuffed animals and birds obtained from a nearby taxidermist, and which included a leopard, a tiger and an ostrich. Moss-like streamers hanging from the ceiling added to the jungle effect. A local ex-service man donned his 0. D. trousers, shirt and leggings and, together with a cork helmet obtained from a ■costumer, impersonated Henry M. Stanley. With Stanley in Africa" Sold to Patrons by Excellent, Many-Sided Campaign the Ridgewood Times, a local newspaper, by a date shortly after the completion of the run of the serial. The children were instructed to get their essay material from Stanley's own books, to be found in the Public Library, and from seeing the film at the Parthenon. AFTER arousing the enthusiasm of the local school authorities concerning the Stanley serial, Schaefer arranged for an essay contest, limited to the pupils of the grades capable of reading and appreciating the Stanley expedition. The competitors were instructed to write a 500-word essay on how Stanley found Livingstone, and turn it in to KIRKWOOD TO SUPPORT DEAN THE first selection in the big cast which will support Priscilla Dean in "Under Two Flags" is James Kirkwood. This international romance by Ouida contains in addition to the star role of Cigarette a superb lead, one that seems to call for the strongest and most rugged player who would fit it. James Kirkwood is one of the very first screen players and directors. His name was internationally known before most of the present day stars were ever heard of. He is one of the most capable directors in the business, but his rugged type and strong dramatic talent have made the demand for him as an actor outbalance his demand as a director. He has appeared in many of last season's biggest succeses. SCHAEFER then made an additional tie-up with the newspaper by which he formed a Ridgewood TimesParthenon Theatre Serial Club. A membership coupon of this club was printed in the newspaper a few days before the first showing of the serial. It also was announced that the first 100 children to bring coupons to the Times office on the morning of the first showing should be admitted free and receive a "Stanley" map game. The children were organized into a parade which wound its way through Ridgewood and finally to the Parthenon Theatre, and the serial was first formally presented to the Ridgewood public. As word had gone out that those boys in line with drums, bugles and other noise making devices would be admitted free, the parade attracted plenty of attention. ALL in all, the Panthenon exploitation campaign was the most revolutionary one ever put over in that section. Mr. Weingarten admits it cost considerable money. "But," he explains, "when you figure it cost only a small amount per episode, it doesn't seem so much, after all." Three More Stories WITH her current release, "The Dangerous Little Demon," Marie Prevost is within sight of the completion of her first eight Special Attraction pictures for Universal. This story by Mildred Considine, directed by Clarence Badger, is the sixth feature for the beautiful little bathing star, and the second to be directed by Clarence Badger. Three pictures in addition are either completed or purchased for her use, one of which will undoubtedly be transferred to next year's programme. "Kissed," by Arthur Somers Roche, which appeared in the Saturday Evening Post, has been completed and cut at Universal City under the direction of King Baggot. In this attraction, which will be released in May, Miss Prevost is supported by Frank Glendon, Lillian Langdon, Arthur Hoyt, Harold Miller, Marie Crisp, Harold Goodwin and Percy •Challenger. The two which are awaiting her are "Her Night of Nights," a clever little Snappy Stories novelette for Marie Prevost from the pen of C. S. Montayne, and "Never Mind Tomorrow," an original story by Bernard Hyman. IT was the intention of the Scenario Department to give Miss Prevost light, frothy stories without any heavy dramatic demands in them when she first started her starring career. So far her pictures have all been on the lighter side and have been exceptionally successful. They have been starring pictures in every sense of the word, because they were designed primarily to show Miss Prevost in her most entrancing moods and "moments. However, the general demand on the part of all of her admirers and from almost all of the newspaper and trade paper critics has been for stronger, more dramatic stories for this dainty little star. With her next year's stories an effort will be made to secure stories which will fill this demand without losing the distinct personal magnetism she enjoys.