The Moving picture world (May 1924-June 1924)

May 3, 1924 MOVING PICTURE WORLD 75 A Fox Release A CLEVER DESIGN FOR A WINDOW CARD ON IF WINTER COMES This was designed by J. P. Harrison, of the Hippodrome Theatre, Waco, Texas, and his assistant, George Cowart. You can get some idea of the size through comparison with the hats on either side. The lettering is exceptionally good. He Should Worry When Thomas G. Coleman does not get his advertising he does not go down cellar for a good cry. F'rinstance he could get no accessories on Judgment of the Storm at the Galax Theatre, Birmingham, Ala. He persuaded a women's club to have a benefit. Sold them special tickets at the full box office prices but these specials were extra priced so that the club could bank the difference. They got a booth on one of the chief corners in the business district and Coleman very kindly painted some advertising cards for them to decorate with. They made money. He made money. But how about the F. B. O. accessories department? Don't despise old stunts just because they are old. A good old stunt, fixed up a little will look as good as new. Look at your box ■ office record. That is the test. Figures Hooking up to the stockings gave the Beacham Theatre, Orlando, Fla., a good business on The Humming Bird in spite of a revival meeting, which is the most deadly form of opposition a southern house can encounter. The familiar window display was used, with a single stocking sustaining an eighty pound weight, with a liberal display of stills and cards. A single pass was given each purchaser. Some 350 passes were turned in at the box office, mostly with one or more paid admissions, and there was a five-day crowd about the window. The store did an exceptional business, and the Beacham did much better than it had any right to expect under the circumstances. It paid all the way around. Now is the time to look after the fans and bloivers. Don't wait until patrons begin to complain of the heat. Revamped Stunt is a New Money Maker \ Good stunts never die. Putting a hair ' dresser in the lobby to bob hair free is a 1 bit frayed on the edges, but the Pola Negri \ curl is new, yet it's the old bobbed hair » stunt all over again. That and nothing , more. Howard Waugh, of the Palace Theatre, ( Memphis, who has more good ideas than an ' alley cat has fleas, had Pola Negri. He had a cut with what seemed to be a new coiffure. He named it the Negri Curl and sold it to Bry's department store. They went 50-50 on the cost of a hair dresser in the lobby of the Palace and Waugh paid for 25,000 small dodgers which were wrapped into every package sent out by the store. To offset this printing bill, the store gave the theatre about 100 column inches in its daily and Sunday ads. Hair Curled Free The idea was that any woman who wanted a Pola Negri curl had only to repair to the Palace lobby, where the crimp would be put in her tresses in full .view of the public. The hairdresser put in a full eight hour day for seven days, and the crowds were so constant that checks had to be given out to ensure proper sequence. . It cost Waugh $27. He figures that he did not lose money on the proposition by a couple of thousand, for he oversold Shadows of Paris and put Pola on the map for her next picture, as well. Killed Two Birds J. Wright Brown, of the Grand Theatre. Columbus, Ga., is another to record that he offered prizes for the correct solution of The Acquittal. But the prizes were photoplay editions of The White Sister, rubber stamped with the announcement of its coming to the Grand. The thrill in this announcement comes from the fact that the winners naturally showed the prize to all their friends, thereby giving wide publicity to the coming as well as the current attraction. Naturally Eddie Collins had a money lobby for Alimony at the Capitol Theatre, Houston, Texas. Goldvyyn-Cosmopolitan Releases TWO DISPLAYS FROM THE CIRCLE THEATRE, PORTLAND, SHOWING CHANGE OF PACE The first is for Slave of Desire, and a hide, presumably the Wild Ass' skin, is made the centrepiece. This is repeated on three out of four of the door panels, the other being given to the comedy. For Little Old New York, on the right, a cuto ut of Miss Davies is used with the silhouettes on the draperies. The house runs until 4 A. M. every day. Wonder when the manager sleeps.