The Moving picture world (November 1926-December 1926)

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38 MOVING PICTURE WORLD November 6, 1926 Earl Hall Payne Worked Hard on The Lone Wolf A NOVEL FLOAT FROM MILWAUKEE FOR MARE NOSTRUM The men standing beside tbe boat will give some idea of the size of this ba^yhoo made by Ascher's Merrill Theatre for dry land cruising. The very size of the model will have a beneficial sales effect. Lone Wolf Campaign Was Real Sensation Every little while Earl Hall Payne, of the Kentucky theatre, Lexington, Ky., gets hold of something that he thinks can be cleaned up with a real campaign. He knocks the bottom out of the barrel and goes to it. His latest adventure in exploitation was in behalf of The Lone Wolf returns, and he shook up the town very thocoughly. As a rule the newspapers do not give the support to stunts that is extended in other towns, but eleven days before the picture was due to open, Payne got a front page story on a "lone" burglar operating in Lexington. There was nothing to show that this was in any way connected with an exploitation stunt. The following day he had a flat cast made of a portion of the front page mat and sawed out the upper part as the foundation for a reward ad. This was followed by other news stories until his regular campaign opened, but the reward ads were continued in the newspaper instead of more general stuff. He put out 1,000 pieces of cheap jewelry, an assortment obtained from a "slum" shop very cheaply; the sort of stuf? intended for prize packages. Each piece was boxed and sent out with the card of "Michael Lanyard" over-printed in red : "I am returning your property. From now on I am going straight." Only 1,000 were sent out, but the circulation was much larger since the recipients passed them around. Two thousand cheap black masks were tagged and passed around, and later hooked by a huge mask used as a lobby banner. At midnight before the opening 500 warning cards were placed inside yards (to face the house), or under doorways. It was a fine campaign and immensely profitable. Prizes for Unbobbed "Don Q" was put over at the Crystal Palace, Sydney, Australia, by an advance contest for the most beautiful women with unbobbed hair. It was explained that the suggestion for the stunt came from Douglas Fairbanks' preference for long hair. The stunt worked so well in Australia that United Artists is incorporating the suggfston in its prt;ss books for Stella Dallas and The Winning of Barbara Worth, both of which show unbobbed stars. Tacked to Tees Barry Burke, of the Palace theatre, Dallas, has a brand new one. He tacked cards on all the tee boxes at the municipal golf course advertising Tin Gods. He also made a big hook-up with a chain store grocery, which used 25,000 paper bags specially printed. Many Qood Ideas for The Flaming Frontier Andy Sharick, Universalist, sat in with the Eckel theatre, Syracuse, N. Y., and handed out a whole hatful of ideas. One of the best bets was the drawing contest from the press book. This was landed on the Herald, and a store gave an entire window to a display of home-drawn Indian heads. This paved the way for an editorial praising Universal for dipping into history for a theme instead of using all fiction. This sold the parents on sending the children to see the show. Get 10,000 Kid> Ten thousand children were reached through supplying the program for an athletic meet sponsored by the playground association. All the house took was the first and third pages of a four-pager. The theatre also gave ticket prizes to help along a children's safety week idea the Herald was sponsoring. Five automobiles, each driven by a man dressed as an Indian, paraded the streets the opening day and one driver was retained for the run, spending most of his time close to the theatre. A book shop stressed western and Indian stories, a dry goods store gave a whole window to Indian paintings and the libraries .gave three displays and issued 15,000 book marks to sell western stories and history to its readers. Two Helps Booking the American Legion to The Unknown Soldier was one of the ways E. R. Rogers got a lot of extra business. This included guest tickets to the gold star mothers, and they were given such courteous attention that one of the newspapers was moved to make appreciative editorial comment unasked. The other shot was the use of the A boards of the Army recruiting service, which gave highly desirable locations. Mr. Rogers spread himself on the prologue, which was both artistic and colorfuL COPYING TI^E NEW YORK FRONT FOR MERRILL, MILWAUKEE This is a reproduction of the mechanical display on the Criterion marquee for Mare Nostrum. At Ascher's Merrill Theatre, Milwaukee, it was used in the lobby, with the troddess and wave effects eight inches in front of the drop.