The Moving picture world (May 1925-June 1925)

866 MOVING PICTURE WORLD June 20, 1925 A First X at tonal Release A FLASHY SHADOW BOX ON SALLY FROM DON NICHOLS Used in Durham, N. C. The box consists of a front, a middle section and a backing, with a cutout of Sally in ballet costume. The four stills in the corners are separately boxed and lighted from behind with special lamps. The main lighting was red and white. Thundering Herd Broke All Records Hooking up with about everything in town gave Ralph Noble a new record for the Palace Theatre, McAlester, Okla. He smashed everything in sight with The Thundering Herd. He started his posting three weeks in advance, with a number of one-sheet cutouts affixed to business buildings in addition to his regular stands. He also had two stock banners which were perambulated to all the nearby towns before being used for the lobby display. A buffalo cutout, also intended for the lobby, was displayed in the foyer two weeks ahead. Several window hooks were used, including one with a ten-cent store, which advertised "a thundering herd of bargains," adding that buffalo nickels would work wonders. The store did so well on the sale that it is open for other hoojcs, though previously tie-ins had been refused. A special prologue of Indian dances was staged by the dramatic coach of the High School, using girls from the classes, and this, of course, was fully advertised to the schools. Even more important was a special Saturday morning matinee at a ten-cent admission, when half an hour of the program was devoted to a music memory contest conducted by the Supervisor of Music in the public schools. This was Music Week and he was glad to frame the program of selections and judge the contest, a prize being given in each grade. Some 400 children attended. A pass was given the Commander of the Legion to be given some member 'attending a meeting just prior to the opening, and this gave a lot of advertising for the small investment. A bank was hooked to a display of buffalo nickels, and several stores made fine displays of stills. Two fine looking boys in the uniforms of West Point cadets were on duty in front of the Tivoli Theatre, Chattanooga, during the recent run of Classmates and they helped C. B. Stiff get the receipts he thought he should on this picture. Had Novel Folder for Broken Laws A. C. Kadlowec, of the Orpheum Theatre, Akron, Ohio, got out a novel folder for Broken Laws. A drive had been started against Jaywalking, and the entire town was sitting up and taking notice. Mr. Kadlowec got out a 5 by 6-inch folder, in three folds, which gave the traffic signal lights in colors. This made a four-color job, since three colors of lights are used in Akron, but the interest excited in the folder was so great that the folder was well worth its cost. And the story was so simply told that anyone could get the idea at a glance, where the most elaborate newspaper explanation would have ' been confusing. The connection, of course, was the fact that you were breaking the law when you disobeyed or ignored the traffic lights. Only one of the six pages carried an advertisement for the picture, but that was all that was needed. The folder carried the endorsement of the Director of Safetv. Full Lobby Front Costs Only $4.25 M. W. Larmour, of the National Theatre, Graham, Texas, sends in a sketch of a very nice lobby he built on Monsieur Beaucaire at a cost of only $425. He does not figure the labor cost as he and his partner did all of the work. His items were thirty cents' worth of heavy wrapping paper for a banner, two dollars' worth of compoboard, fifty cents' worth of paint and forty-five cents for a three-sheet. A Wrapper Banner The wrapping paper banner ran across the top of the lobby. Below was a false front with two arched entrances with a solid panel in the centre with a heart-shaped opening. One foot back of the opening was a cutout of Valentino and the girl from the threesheet, mounted on a flat backing and lighted by concealed lights, the cutout mounted a couple of inches in front of the backing and not pasted to it. The entire structure was done in yellow, lavender and green to match the heralds on this production, and for less than five dollars he had a display that got everyone's attention and stressed the value of the offering. And it was all built so that he can use it in whole or part on other pictures. Hung Four Pages Generally a hanger is limited as to copy, but down in St. Louis the Kings and Rivoli theatres put out a four-page milk bottle hanger on Oh Doctor, working with Will Foster, of the National Dairy Association. The basis of the hanger was the fact that both Denny and Miss LaPlante advocated milk as a food and tonic, and this fact was also taken over into the newspapers as well as penetrating practically every kitchen in town, 174,000 folders being used. The cost was split between the houses and the association. Bill Goldman, of the theatres, was the prime mover, with his assistant manager, Al Marks, and Maurice Davis, Universalist helping. A VIVID FRONT ON STRAIGHT THROUGH FROM BIRMINGHAM The banner was bright red with white letters and arrow and the base of the centerpiece was the same red. The result was a strong selling display produced at small c— «t by R. M. Kennedy for the Royal Theatre. It made a regular business.