The Moving picture world (July 1925-August 1925)

July 11, 1925 MOVING PICTURE WORLD 163 Paints His Marble for a Lobby Effect Don Nichols, of the Durham (N. C.) Amusement Company, handed us a jolt when he wrote that he painted over his lobby with kalsomine for Corrinne Griffith in Declasse. The lobby of the Paris Theatre is a really handsome one, with the upper part paneled in carved marble, but he writes that often he can get a better effect with kalsomine and he does not hesitate to lay on the color to get what he wants. With straight grounds and blends, he can completely change the aspect of the house and get a tone that hdrmonizes with the lobby frames. Pink was the color he decided upon for Declasse, with lighting to match, and with rose colored light outlining the title on the banner above the box office. The central display is a shadow box, lighted from back of the front plane. The side pieces are solid. Painted marble sounds interesting and new. Mr. Nichols also sends in a roto on A Thief in Paradise, printed in the blank space with his entire week's program and the underline. He writes that the Sunday afternoon newspaper puts these into its edition without charge, even though the house gets a full advertising space. They figure that he is entitled to the advertising in return for the four pages of illustrations, so both sides are well pleased. A First National Release NICHOLS PAINTED A MARBLE LOBBY FOR DECLASSE He figured that a light pink would work better on this Corinne Griffith picture, so he did all of the lobby of the Paris Theatre, Durham, N. C, over in color and then worked light effects. We think this even beats gilding the lily. White Is Working Oscar White's first stunt in his new berth at the Liberty Theatre, Greenwood, S. C., was to invite the graduating class of the High School to be his guests at a performance of New Lives for Old. They attended in a body and the stunt made for a lot of good will. Mr. White has two shadow boxes, one either side of the stage, large enough to contain three sheets, and these are illuminated when he runs a trailer for the picture so advertised. Tied Trust Company to Last Laugh Will Using a stunt from the press book on The Last Laugh, but one which has not been reported upon before, the Lyric Theatre, Butler, Pa., used a hook to the freak will which gives the unexpected happy ending to the play. Copies of some local freak wills were made the basis of the display. Added to these was the clause of the supposed will which made the old carriage opener a millionaire and the suggestion that you could avoid freak wills by letting the trust company draw up the document and act as executor. This is right in line with much modern trust company advertising and it should be easy to obtain the co-operation of your local concern for this or any other play which concerns a will. The Lyric made a connection with the Butler County Trust Company, and while it made no immediate business, none was expected. This sort of advertising has a cumulative effect. Makes His Banners Match Newspapers George J. Schade, of Sandusky, appreciates the value of the hook-up between his house and his outside advertising, and his latest is to reproduce in banner form the newspaper display. This may be either an original art layout or the use of a First National cut, but whatever it is, Mr. Schade gets the same design on his banner that he uses in his ad. He does not use photographic enlargements. These would be too costly in the size he needs. Instead he uses a scheme that is within the reach of any manager who can use a pencil. He places the advertisement in a postcard projector and throws it upon a piece of compo board of suitable size. With a little care it is a simple matter to outline in charcoal without cutting off the design, and the sketch is then worked up in the same medium to a finished product, fixed and set into frames on the marquise of the Schade Theatre. Persons who have seen the advertisement, seeing the design repeated, are reminded of the type argument and are more easily sold into a ticket purchase. He started the stunt with I Want My Man and liked it so well that he will continue it for a time at least, though he is so fertile in ideas that he'll probably have something new in a few weeks. Universal Releases , ^r>r,ir iimnv CLEVER WING SCREENS USED FOR SPECIAL LOBBY WORK Two of the screen style sign, planned by a St. Loui. co-c.rn wh, ch rent, •bout ISO of these, ready made up, in that territory. The d.splay. shown are for Wine and Smouldering Fires, but a carpenter or frame maker can fix you up a pair to be used on any pictures. Newspapers Won Facing the pleasant situation of having to fight Sans Gene and Charley's Aunt in town at the same time, Will H. Sohm, of the Belasco Theatre, Quincy, 111., took counsel with Universalist Maurice Davis, because he had Denny in The Fast Worker as his attraction. Dr. Davis prescribed newspaper work and lots of it, and helped him to land on both papers. One got a double truck with one word of a slogan in each ad, the slogan being: "The fastest thing on reels today." If you got it together, you got tickets. The other paper was tied to a spring poem contest, the poems to be about Denny, Laura La Plante of the picture. Sohn kept his receipts up in the face of the stiffest opposition he has had in a long time.