The Moving picture world (January 1924-February 1924)

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January 5, 1924 MOVING PICTURE WORLD 10 A First National Release HOW FRANK BURNS TOLD THEM ALL ABOUT FLAMING YOUTH You can't get the flask or color from this black and white, but they made the lobby of the Beacham Theatre, Orlando, Fla., look like an explosion in a paint factory and the business was the best of the season though this was a rush date Made Season Record with Flaming Youth Although he had to sail in on short notice -without a press book to start with, Frank H. Burns, exploitation manager of the Beacham Theatre, Orlando, Fla., got the best business of the season with Flaming Youth. Mr. Burns' angle may interest others. He says "Flaming Youth is a wonderful box office attraction if advertised truthfully, it is not as bad as the book, but people think it will be, so advertise it that way and they will come and the picture is good enough to send them away satisfied." In other words, the sensation seekers will think that the statement that the story has been modified is camouflage and will come, but the manager has his fingers crossed and they can't kick. After they see the picture they will be contented anyhow. This was booked in place of a special production and Mr. Burns had to jump right in â– without waiting for the press book to be rushed to him. He started his artist on a wonderful display with girls in wineglasses and nude silhouettes and a flashy banner, and then he started home-made teaser ads until he could get the press book, which gave him further material along these lines. He had a press book mat and got out throwaways with this for a basis, since the heralds were not sent, and he put the stuff over so strongly, chiefly through the teasers and the lobby that he had a sell-out assured the Saturday before the opening. He might have done more with earlier aid, but he got all the money they could hold, and manager H. B. Vincent did not have a kick. Ground Airplane Again Revived Right after the war there were a lot oi fake airplanes used for ballyhoo work, but lately they have been missing from the list, though they are as good as ever. It remained for C. C. Smith, of the Alhambra Theatre, Los Angeles, to revive the idea. He built a monoplane with a short wing spread and mounted it on a chassis borrowed from the Ford-Lincoln dealer. Then he coaxed Douglas MacLean himself to take a trip in the contraption to help advertise Going Up and that made the newspaper pages. Instead of the regular motor, the device was driven by the propeller, operated by a 240 h. p.. engine, but the pulling power was considerably in excess of that rating. Keep This in Mind It won the laughter that was transferred to the idea of the smart comedy. This works particularly well on this airplane comedy, but you can work it on a half hundred other titles with a reasonably close hook-up, and use it for attention on any picture that can be put over with jazz exploitation. Keep the idea in mind. Something New in Football Appeal Last year we reported almost weekly the success of the free scoreboards to football events. In some towns there was almost a riot. There have been none turned in this year, though it is to be presumed that managers used them. But Leo G. Garner, of the Columbia Theatre, Bristol, Tenn., reports something that from many angles is even better. Bristol is the seat of King College and for the big game of the season he obtained the permission of the faculty to distribute four page folders giving the dope on the team and the visitors. This included a list of the two teams with their members, the records of the teams for 1923 and the record of King for 1922, the college yell and other details. On each page there was a small space reserved for the theatre, as "After the game see The Virginian at the Columbia" on the first page and an underline on the back page. Most of it, however, was given to the college men and offered facts that caused the folders to be retained for reference, a constant reminder of the theatre. Football is over for this season, but put this in your "October" file for next year. You will find it useful. Mr. Garner writes that he finds it profitable to exploit every worthwhile picture and promises to come in with some more stunts. If he can think of things like these we'll see to it that he is reminded of his promise if he forgets. Told the Size Most of the stores which have used the shoe tie-up engineered by First National on Trilby have advertised to give a pair of shoes the same size as those worn by Antlree Lafayette, but without giving any details. But in Allentown, Pa., the store advertised the size, the first time this has been done. The manager declared that the loss of a few contestants who knew their size to be hopeless was more than made up through the general interest, and that in any event he felt that persons who were dragged down to the store without a chance of winning were apt to resent the wasted time. The argument sounds well, but we believe that there is greater interest when the size is not made known in advance. This store got most of its publicity through playing up the winner in its subsequent newspaper advertising. An Associated Exhibtors Release THE AUTO AIRPLANE COMES TO LIFE IN LOS ANGELES C. C. Smith, of the Alhambra Theatre, revives the idea and makes interest for Going Up, with Douglas MacLean helping along the stunt with a personal appearance in the plane. It is built on a chassis and pulled by the propellor