The Moving Picture Weekly (1919-1922)

26 The Moving Picture Weekly May 20, 1922 Saqs J. A.MORD190N, Stat : Theatre, Meafbrd. Can. PRISCILLA DEAN is THE CROWNING STAR — the screen's most magnificent actress. And in this production she has one of the most thrilling roles of her career. It has cleaned up for others. It will for you. BOOK IT! CARL LAEMMLE offers PRISCILLA DEAN IN COM FLICT From the novel bq Clarence Budington Kelland Directed bij Stuart Paton UNIVERSAL JEWEL Lucky Trio Wins Big Money Prices (Continued from Page 23) campaign went over in great shape and won a host of friends for Mr. Taylor. FRANK LOFARO, manager of the Victoria Theatre, Johnstown, Pa., another of this week's $50 prizewinners, broke all records for his house with the opening chapters of "The Adventures of Robinson Crusoe." Here is how he did it: He advertised the picture extensively about two weeks before his presentation, using onesheets and window cards in every available space in town. So complete was his advance publicity that the chapterplay was the talk of the town before he even opened. A week prior to opening, he displayed slides announcing the coming of the picture. These and handbills announced special children's matinees, at 5 cents admission, each ticket containing an individual number. These numbers were to be retained by the children until the ending of the last episode, when three volumes of "Robinson Crusoe" would be given to the holders of three lucky numbers to be drawn the last day. Three days before opening, Mr. Lofaro had a man with a bass drum concealed in a truck decorated with 24-sheets parade the streets of the town. Small cardboard hands on the truck carried this caption: "Follow this to the Victoria Theatre — See Robinson Crusoe." The front of the theatre was decorated with 24-sheets. So successful was Mr. Lofaro's campaign that he played to 960 children at their special matinee and had to run the show twice to accommodate the crowds. At night he had another record-breaking crowd and had to close his doors one hour after opening. He played in luck from the beginning, as one of the local public school classes had just commenced studying the book the week he showed the first episode. THE first month of Universale $7,000 Robinson Crusoe Exploitation Contest has ended. There are still weeks and months to go, $5,850 to be divided among showmen whose ingenuity and originality is sufficient to evolve effective and novel exploitation stunts and campaigns to put over this remarkable sure-fire box-office attraction. All that is required is for the exhibitor to register his name and theatre address with the Serial Contest Manager, 1600 Broadway, New York City, immediately. Then, when he has staged his stunts, send photos of them and himself, with a description of the former, to the above address. Get busy, now — TODAY! "8 AH Star Cast For "The Flirt" EILEEN PERCY and Helen Jerome Eddy will have the principal feminine roles in "The Flirt," to be filmed at Universal City as a Universal-Jewel all-star production from Booth Tarkington's epic of small town life. Both stars in their own right, the two famous actresses will share honors with a cast unparalleled for the individual standing of its members. Hobart Henley, who will direct, is interviewing scores of players and submitting possible members to Irving G. Thalberg, director-general of Universal City. So far he has engaged Miss Percv, Miss Eddy, Lloyd Whitlock, Little "Buddy" Messenger, Tom Kennedy, Robert Russell, George Nichols, Lydia Knott, Bert Roach and Edward Hearne. Production is scheduled to start next week.