The Moving picture world (May 1924-June 1924)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

June 7, 1924 MOVING PICTURE WORLD 571 A First National Release THIS ENCHANTED COTTAGE HAD A MIDGET FAMILY It was a doll house loaned by a little girl in return for passes and was tenanted by a troupe of midgets from a carnival company with the exception of the baby, which is the child of H. B. Vincent of the Beacham Theatre, Orlando, Fla., who made the display Lloyd Exploitation Used Mostly Brains Figuring that costly stunts would be wasted on Harold Lloyd in Girl Shy, John B. Carroll of the Victory Theatre, Tampa, directed his energies to getting the name over, knowing that the mere announcement, if made sufficiently intensive, would bring results. This truck display, each side made from a 24-sheet, is about the most expensive stunt he worked, but he backed 'this with a lot of other ideas. The truck carried a locomotive bell to get attention. The first shot was started two weeks in advance. This was a banner with only "Are you Girl Shy?" When this had sunk in, Mr. Carroll started a set of six slides with plan book copy. Three days later he started the trailer to supplement the slides, working this for a week. About the same time 5,000 circular heralds were tied to doorknobs and automobiles, and a clothing store used a number of cutout heads to give point to the statement that if you wore their clothes you did not feel Girl Shy. The day before the opening 500 balloons were thrown from the. roof of a tall building. Some of them were chased half a mile in the strong wind before they landed. He sold the street car company into using fender cards for the first time, and made a lobby display of a large cutout head, mounted on a rocker and animated by a fan motor. He also strung the girls' heads around the lobby until it looked like the morgue of a wholesale Bluebeard. Business could not have been any better, so a greater expense would have been a waste. Hooked Fish When the Liberty Theatre, Portland, Oregon, came to play Galloping Fish, it shot off on a new angle and got out a double truck co-op. page with all fish dealers paying the bulk of the bill. Evidently fish are a favored article of diet in Portland. There was also an effort to use a galloping fish on a street float but apparently the local fish could not be taught to gallop, so that had to be called off. On the other hand some $200 were profitably invested in teaser ads, and brought in an exceptionally good business. Had a Sample Copy of Enchanted Cottage Playing The Enchanted Cottage, H. B. Vincent, of the Beacham Theatre, Orlando, Fla., borrowed a playhouse from a little girl who won it at the Sub-tropical Midwinter Fair. She was glad to loan it in return for a bunch of passes — not too large a bunch. It was tenanted at showing times by a troupe of midgets who work with the Johnny Jones show. The photograph shows the midget family with the baby of Mr. Vincent. Similar houses, or at least houses large enough for dolls to live in, can be located in almost any town, and they will work well on this title. Dwarfs are not generally available, but children can be dressed up, if desired. . For a by-product Frank H. Burns, the advertising manager, hooked in pictures of Barthelmess to a drive on Colgate products. This brought samples of face powder and shaving cream as well as combination sample packages for lobby distribution and also permitted the theatre to tie in on them newspaper advertising done by the stores at no cost to the house. There was none of the usual testimonial bunk. The window cards merely said that Barthelmess knew the advantage of a smoothly shaven face and that all men might have good shaves by using the advertised products. The theatre also permitted the foyer to be used for an advanced display of the products with reference to the merchant displays in nine windows. It was a nicely worked reciprocal campaign. Sell some local merchant on the idea of giving you some advertising fans. L. R. Towns, of the Strand Theatre, Birmingham, put out 3,000 rotos on A Society Scandal, slipping them into the doorways of the better class of residences. They swelled the receipts like the chest of a ward politician listening to the speeches at a dinner given in his honor. Don't envy other managers their exploitation. Do the same things for your own house. You can if only you have the nezvs. A Pathe Release MAKING A PERAMBULATOR FROM POSTER MATERIAL FOR LLOYD John B. Carroll, of the Victory Theatre, Tampa, Fla, used this on Girl Shy, getting his material from a 24-sheet. There is a s imilar display on the other side, and it helped to pull' them in by backing up a lot of other inexpensive stunts.