The Moving Picture Weekly (1919-1922)

22 The Moving Picture Weekly May 20, 1922 LUCKY TRIO WINS an honorable mention last week. With one or two exceptions, this week's contestants were delinquent in following one of the contest's most important rules — send photographs of your stunt! The committee of judges cannot emphasize this point too strongly. Without wishing to be arbitrary, the judges will be guided in the matter of awards, henceforth, by the manner in which contestants comply with the rules of the contest. Although no contestant will be barred because he does not include photographs of his stunt, the judges will be better able to decide on the excellence of an exhibitor's campaign if his letter of description is accompanied by pictorial representation of what he has accomplished. There will be no discrimination, let it be understood; but exhibitors who enclose photographs of their exploitations stand a better chance of winning a prize as the judges prefer to see what a stunt looks like, as well as read about it. The editor hopes this little word of advice will be received in the spirit in which it is offered — good will — and that exhibitors will comply with this request. Lew Rovner's Follow-up Exploitation for Lyric, Camden, N. J., Included a Man and a Bass Drum Behind 24-Sheets On a Truck (Continued from Page 15) tures of Robinson Crusoe." This showman obtained the endorsement of local educators by inviting them to a pre-view of the Universal chapter-play's first three episodes and procured permission to distribute eight hundred free tickets for the opening matinee among the best-behaved pupils of the local schools. The free admissions brought along enough paid admissions to pay the day's overhead and profit enough to pay for one-third of the entire chapter-play. Another novel stunt employed by Mr. Woodhouse was issuing of cards whereon a cross, similar to that used by Crusoe as a calendar, was printed. Each time a boy or girl brings an additional patron to see a chapter of "The Adventures of Robinson Crusoe," a hole is punched in the cross by the doorman. The child with most holes punched in the cross on June 24 receives a free trip to Catalina Island, costing $10 ordinarily. A large cross installed in the lobby is used by the boys and girls to write their names and addresses upon. The most interesting part of Mr. Woodhouse's impersonation contest for the children was the fact that all the contestants used their imaginations in making costumes out of materials at hand, burlap, skins, papers, etc. Mr. Woodhouse's success in putting over the opening episodes of "The Adventures of Robinson Crusoe" should serve as an example to other exhibitors and influence them to get behind a chapter-play of this magnitude with all their ingenuity and energy. Universal extends its hearty congratulations to Mr. Woodhouse and feels his splendid exploitation will go far to add to the dignity and prestige of his theatre. WINNERS of the four $50 weekly prizes for the current week are: Fred S. Meyer, Palace, Hamilton, r Ohio; M. E. Meinert, Arcade, Scottdale, Pa.; Frank Lofaro, Victoria, Johnstown, Pa., and J. R. Taylor, Amuzu, Big Stone Gap, Va., who was erroneously credited with FRED S. MEYER, one of the week's $50 prize-winners, started the campaign for the Palace (Hamilton, Ohio) with a letter to all the teachers, members of the Board of Education and newspapers, based on the sample missive appearing in the Robinson Crusoe Campaign Book, inviting the addressee to a private showing of the first three chapters and quoting some of the superlative praise accorded the chapter-play by noted educators throughout the United States. Approximately 5,000 circulars were distributed among the schools and" around the town. A massive cut-out was placed above the marquee, and other suggestions from the Campaign Book were followed to good effect. A full-page newspaper ad was used three times prior to the first, second and third chapters. The ad announced a co-operative advertising contest in which Part of Record-Breaking Crowd at. Arcade, Scottdale, Pa., Which Saw "Crusoe" at Children's Matinees