The Moving picture world (October 1922)

October 21, 1922 MOVING PICTURE WORLD 693 Used Awning Lobby for ''Blood and Sand*' Of course, Guy A. Keninier, of the Arcade Theatre, Jacksonville, saw the value of the awning lobby suggested by Paramount and printed in this department, but he used the simpler form and did his painting inside, the walls of tlie lobby, seen through the open- ings, showing the arena with a very busy bull. All red lighting was used, and the cut- out of Valentino from the 24-sheet was dis- played in the centre. A prologue was arranged with the pupils of local dancing classes and each afternoon the girls in the cast were given a ride around town in an automobile bannered with the fact that they could be seen at the Anade. An even better ballyhoo was sending the en- tire cast—boys and girls—to take lunch at the most popular restaurant. As they were all in costume, the stunt created real ex- citement. The cashiers and doormen were dressed in real Spanish costumes, imported from Phila- delphia along with the costuming for the prologue players, and the boy ushers wore white trousers and sport shirts with red sashes. The want columns were used for an adver- tisement in which it was stated that a purse had been lost containing a large sum of money, a diamond ring and tickets to "Pilood and Sand." The finder was to keep the money and ring if he would return the tickets. This was also used on the screen and Mr. Kenimer reports that it got atten- tion all out of proportion to its cost. Starting three weeks in advance, Mr. Ken- imer put the picture over to handsomo re- ceipts. .4 fat amount Release. A JACKSONVILLE VERSION OF THE PARAMOUNT LOBBY Guy A. Konimer, of the Arcade Theatre, Jacksonville, used the lobby idea presented' in this department and backed this up with a painting inside to carry out the idea of the bull ring entrance. Red lights were used inside the enclosure. Husband's Trademark Was Lettered Window Peep shows have been "out" recently, but they st'll offer a powerful appeal to curi- osity, fry a revival on the ne.\t picture you want to put over which does not seem to ofifer any special stunt. Torn Clemmons, of the Tivoli Theatre. Beaumont, Texas, put it over for "Her Hus- band's Trademar'-," lettering the sign with the names of all trademarked goods han- dled by the store. At the bottom was "These are all very well known trademarks. You have seen and recognized them for years past. But do you know " A line took the eye to the central legend which read, "What a Hus- band's Trademarr". Is"? and the peephole was cut after the word "husband's." Back of the sign was a cutout of the star and the card of the house, backed by a dis- play of lingerie. The hole was cut high enough in the sign to keep the children away. For a kid picture, a second hole ■hould be cut lower down. of New \ork and used it on the same title n^oii\r,fZl ^^'/"''t *o c°ver a small auto: Xvi I. . •''"'^ was provided with a bell hich kept rmgmg. A can of rags supplied he smoke. When not running ar^oundTowJ 1 71' ^-^'^""^ f'-o"' °f the theatre It helped busuiess some 20 per cent It cost only $14 for material, and Mr Fstes figures that he can revive the idea and use 't tor other specials from time to time l^or that matter he might profitably rent It to adjoming towns and get his money back Copied Pasadena M. F. Estes, of the Beacham Theatre, Or- lando. Fla., copied the locomotive built by the Pasadena Theatre for "The Crossroads Tied State Beauty to Theatre Stunts Recently one of the Des Moines' papers held a contest for queen of the State Fair and the prize went to Miss Bonnie Murray who was properly indicted into her chair or state. She stepped from the throne to the stage Theatre, Des Moines, for John J. I-riedl, Paramounteer, aided E. H. Helmts to book her for a one-woman fashion show tor a week, making three appearances a day. A local store was glad to supply the gowns for the display, for Miss Murray had been receiving page upon page of the livest sort of publicity for nearly a month It was good exploitation work. It may be nec- essary to start your own contest, but you can work it. A Paramount Release. HER HUSBAND'S TRADEMARKS WERE ALL ON THE SIGN Inside of the window was a cutout of the star and a display of goods for the store. The stunt cost Tom Clemmons, of the Tivoli Theatre, Beaumont, Tex., only five passes, and it boosted the takings better than twenty per cent, of the average business. Legion for Cardigan Even a place the size of Cincinnati will respond to the^ hook-up with the American Legion on the right pictures. The Circle hooked the veterans to "Cardigan," of the .A.merican Releasing Corporation, and the women of the Auxiliary got back of the idea and worked hard to help the boys win their percentage. M iss Hilda Scheurer and five associates donned the old Colonial dress and as the flappers of 1776 they paraded the downtown streets and boosted the sale of tickets very' materially. They also helped around the the- atre at showing times and made themselves generally useful to the publicity manager.