The Moving picture world (July 1924-August 1924)

644 MOVING PICTURE WORLD August 23, 1924 Tree Trunks Ran to Lobby Floor Something a little different is shown in the display planned for The Marriage Cheat by Russell F. Brown, of the Rex Castle Theatre, Eugene, Ore. The tree trunks are built down from the banner to the floor of the lobby, not only giving an unusual effect, but getting attention to the group of hula maidens standing in front of the box office, rail. This banner is a three-piece design, the front mask, the foliage drop and the background which will permit the parts to be used in various combinations. The idea is unusual and so got more than ordinary attention. Mr. Brown practically duplicated the painting in the window of a music store. There was no especial tie into the music; not even to the Hawaiian records. It was just figured that it would make a display that would get sufficient attention to make it worth while to the store. There was a more direct hook-up to a ■new automobile with the statement that Tom Ince rides in one though the addition of "in The Marriage Cheat" is more or less poetic license, for Ince is not acting. Anyhow, it got the free use of a bannered car, so why worry ? Covered Wagon Is Circus Ballyhooed Prank H. Burns, advertising manager of the Beacham Theatre, Orlando, Florida, writes that he actually jammed them in to the limit of the fire laws when he played The Covered Wagon in July for three days. This was made possible through the most •elaborate ballyhoo campaign that was ever worked by the Beacham. He did everything he could think of or had ever read about, and he plastered the outlying towns as well as Orlando with everything from the ones to the 24-sheets. His marquise sign, made from a 24-sheet, could be seen three blocks away and heard for half that distance, but he kept the lobby itself free for the crowds, using only a large frame in front of the box office and two smaller side frames. Most of the work was done with the idea of getting them to the theatre, rather than to get them in if they happened to be around. Even the posting of the residential district A First National Release A NOVEL LOBBY AND A HARMONIZING WINDOW DISPLAY Designed by Russell F. Brown for the Rex-Castle Theatre, Eugene, Ore. Note how the palm tree trunks are run down to the lobby floor. The window display was shown in a phonograph store without any special tie up to motivate it. with thirty one sheets was achieved, an innovation that was not resented as the boards were up for only four or five days. A banner was strung across the street, there was a covered wagon automobile, "the Covered Wagon of 1924," and a lot of small stunts. The newspaper advertising was started early, gradually growing in size as the playing date approached, but the posters were the chief appeal, with the street stunts to back them up. And if you have ever been in Florida in July, you'll realize that H. B. Vincent, the manager, and Mr. Burns were doing something when they got a three-day standout. , Just to give you an idea, Burns sent in some photos, but the light was so strong the pictures were over-exposed. Sandy Souvenirs Small envelopes of sand from the desert islands of the South Seas which are inhabited, not to say populated, by castaway couples from novels and pictures stories, were the souvenirs used by the Kentucky Theatre. Lexington, to put over The Marriage Cheat. .4 Paramount Release READ ROLLS HIS OWN WHEN SUMMER COMES TO CUT COSTS J. P. Reed, of the Joie Theatre, Fort Smith, Ark., paints his own banners for the lobby •when the hot weather cuts down the receipts. Here is the display he worked out for The Guilty One. It does not suggest the work of a rank a^'eur, does it? Two-piece Ballyhoo For The Fool's Highway at the Olympic Theatre, Buffalo, the Oldsmobile dug out an 1899 model and sent it out with a new design, one lettered that in this style car people bumped over a fool's highway twentyfive years ago. The other car suggested the modern luxurious ride to see The Fool's Highway. The single car might have done the house almost as much good, but the second car helped the house and did a lot for the sales force of the agency.