The Moving picture world (July 1924-August 1924)

5b MOVING PICTURE WORLD July 5, 1924 J. M Edgar Hart Has Another Idea A Universal Release A GOOD TIE-UP ON SPORTING YOUTH FROM DALLAS, TEXAS This was arranged by Jack Meredith, Universalist for the Palace Theatre, hooking to the leading dealers in sporting goods. The window is not over-crowded, yet they work in about everything except canoeing and horse racing in this nice display. The fact that J. M. Edgar Hart has another idea is scarcely news. The hustler of the Palace Theatre, El Paso, Texas, has them right along. The news angle is that this is bigger than usual; and it has to be decidedly large to get into that class. The chief high light to this idea is that it let him ride with the newspaper for a couple of weeks instead of a day or two. The other big angle is that any fairly large city can work the same idea and the small towns can scale it down to size. The Herald organized a 2000 mile endurance contest for stock cars. Hart heard of it and promptly arranged to horn in. He offered the theatre for the presentation of the prizes, arranged for a bulletin board, got the telephone reports for display in front of his house and the winning cars were parked in front of the theatre the day the prizes were presented. Most of the news stories run by the paper carried the fact that the prizes would be presented at the Palace, and in every way he got much kudos at no cost. He did not contribute any prizes, but we imagine that he would have done so had he been asked. As it was he was merely asked to contribute the house and his enthusiasm — and he gave freely of both. Plastigrams Win Full Sunday Page When Plastigrams were given their first showing at the Coliseum Theatre, Seattle, Wash., the papers gave them unusual notice, one devoting one of its Sunday supplement pages to an explanation of how the effect was obtained, with diagrams and sketches, mentioning the fact that they were about to be shown at the Coliseum apparently merely as a matter of news interest. This was entirely apart from the usual photoplay department mention and of many times the value, since the editorial notice lifted the device into the dignity of a scientific achievement. As a ballyhoo stunt the special glasses required were distributed to patrons in the waiting queue, and their experiments with the bi-colored mediums gave the suggestion that the K. K. K. was paying a visit to the house minus the usual robes. The ballyhoo value of these glasses has been overlooked by most managers. Put It Over A. P. Dcsormeaux did not mask in his entire lobby for The Son of the Sahara. He merely draped the sides of the box office with a fly over the front and it sufficed to put over the First National as well as a larger display. It cost less, too. Ways to Paste Up on Compo Boards James Mahoney, of Fall River, sends in a' number of ways to make paper stick to shiny) compo board. He has had good results with the pumice rub-down already suggested, and' has had better results with a sandpaper rub< followed by a coating of shellac. It can alsd be painted with any flat color, or washed with a cloth saturated with vinegar and ammonia, followed by a washing with soapj and water. He writes that he has posted 24-1 sheets with no greater precaution than shel-i lacking the edges, employing the regular! flour and water paste, with a little gum arabicj and has seen cutouts withstand a heavy rain] with no further preparation. All of which is' respectfully submitted. Betters Balloons With an eye to the main chance, th Strand Theatre, Syracuse, let the newspape in on the distribution of Lloyd balloons for Girl Shy, shooting 500 off the roof of the Herald Building. It did them just as muchj good as using an office building or their ow house and in addition it carried sever" stories in the Herald including a two colum box for the advance. A break into the humorous column of th Telegram was made through the exhibitio of a set of false teeth alleged to have bee laughed out and lost by a happy patro Manager MacDowell had the teeth in h: office to verify the statement. Cliff Lew: credits a recent story in this department fo the idea. They get all the kicks possible out of any story at the Strand, generally obtaining double value. J. H. Stelling, of the Rex Theatre, Spartanburg, believes in fairies. There was a new newspaper in town. It was offering an automobile in a circulation stunt. It asked Stelling to display it in the lobby, and then plastered the paper and posters with the announcement that the car could be seen ii the Rex lobby. An Educational Kelease THIS IS NOT A K. K. K. BUT A PLASTIGRAMS' AUDIENCE The special glasses were presented in advance to the standout at the Coliseum Theatre, Seattle, with the odd result shown in the photograph. The engagement brought a solid range of reading notice in the Sunday paper. Not press stuff, but news.