The Moving picture world (November 1925-December 1925)

November 7. 1925 M O V I N G P I C T U R E W O R L D 73 Signal Flags, Plus Hustle, Win for Midshipman Sells Midshipman With Signal Flags About the meanest house to sell from is one in a town so close to a large city that the city paper comes to more homes than does the local issue. The management cannot afford the heavy cost of the city papers, and the local does them little good. That was what H. W. Sherburne, of the U. C. Theatre, Berkeley, Calif., faced when he had to sell The Midshipman practically in competition with Loew's Warfield Theatre, San Francisco. Production Hints from Edward L. Hyman Managing Director, Mark Strand Theatre, Brooklyn A Metro-Goldwyn Release THE FRONT DISPLAY He figured that outdoor work would be his best bet, and he arranged a display for the house front with a cutout, naval signal flags and a three-foot letter banner. It looked like a lot of money, but the cost was under $20. Then he piled a better bet on top of that. He got a banner across Telegraph Avenue, just in front of the most-used entrance to the University of California, which is said SEVEN musical incidents and two film subjects made up the program of which "The Dark Angel" was the feature photoplay. The running time of the complete show was 1 hour and S3 minutes, of which time "The Dark Angel took 1 hour and 10 minutes. The Mark Strand Topical Review ran its accustomed 8 minutes and the musical numbers, including "Richard Wagn-er" film in the Famous Music Masters series, required 35 minutes. The Wagner was scored with the master's best known compositions, played by the orchestra of thirty-five pieces. The lights were as follows : steel blue Mestrum flood on the orchestra from the dome; blue foots and borders on large stage ; lavender and amber spots crossing the ceiling, and magneta spots on the mirror mosaic vases in the windows at either side of the stage. This subject ran 11 minutes. Jean Bennett, soprano, sang on the apron of the large stage "Pace Pace" from "La Forza del Destino," and Harry Breuer, xylophone virtuoso of the ,Qi;chqstra, played a medley of popular songs from his accustomed place in the orchestra. The selections were "I'm Tired of Everything But You," "Pal of My Cradle Days" and "I Miss My Swiss." to have the largest registration of any University in the country. About 10,000 students daily pass through this gate twice, and they faced this banner for a week. Backed by newspaper and litho campaigns, the picture played to the best four-day business the house ever had. In a full stage setting representing a little darky cabin as the sun went down, Carlton Gerard, basso, sang "Coin' Home" from the Largo of the New World Symphony by Dvorak. Working up to this solo was a medley played by the orchestra and danced by four members of the ballet corps. These girls were dressed as piccaninnise. The selections were a medley with "Carry Me Back to Old Virginny," "Old Folks at Home" and "Swanee River." At the finish of the dance the basso, costumed as an old Negro, came on carrying a sack of cotton on his back. The set was lighted from the sides by open box lamps of steel blue. This brought out the characters in a semi-silhouette manner, giving the impression of dusk. Four minutes. After the Topical Review came Lilly Kovacs, guest pianist of the orchestra, who played Gounod's "Faust Waltzes." Redferne HoUinshead, lyric tenor, on the apron of the orchestra stage sang "That Wonderful Mother of Mine" (Ball) and "Macushla" (Rowe). There was an amber spot on the singer from the dome while other lighting remained as in the previou.s number. The final presentation preceding the feature was a "Slavic Dance" by the Mark Strand augmented ballet corps. The music used was Brahms' "Hungarian Dance No. 5." The set represented a gypsy camp, with a landscape back-drop on which was painted a gypsy wagon and tents. Four minutes. A Mctro-Goldwyn Release „ ^ , .r -t-uat rrn INT<; A MIDSHIPMAN BANNER IN BERKELEY, CALIF., THAT COUNTS anown s helped to a new record. Makes Improvement on Post Card Idea On several long runs in New York patrons have been given cards to be addressed and mailed to friends expressing approval <il the picture. The idea, if we remember righ; ly, was first used for Over the Hill. The addressed cards were mailed by the management. The same idea has been worked recently by the Franklin theatre, San Francisco. The card was straight black and white, alon^ the general lines of a newspaper displa.\ ad, but the front bore the script message : "Be sure and see The Iron Horse at tlio Franklin theatre. I think it's great. Well worth your while." There was plenty ot room for the signature. In the box for the stamp was the statement that the management would supply the postage on address cards. This was the old style. The Franklin added a new touch in the shape of a detachable coupon on one end which read:" "If you enjoy The Iron Horse, the Franklin management will appreciate your signing and addressing this card to a friend. Either hand to an attendant or deposit it Iti the box in the foyer. We will stamp and mail." It was signed by the manager, J. M. McClure.