The Moving picture world (November 1926-December 1926)

100 MOVING PICTURE WORLD November 13, 1926 Used Ninety Indians to Help Flaming Frontier SOME OF THE FORTY INDIANS WHO GAVE A FREE BALLY They were visiting Denver and Charles Lounsbury invited them to see The Fl'amingr Frontier at the America. He added "Formal dress requested," so they came in their war bonnets. There was an earlier group of fifty. Teasers to Open a Bad Men Campaign Putting over Three Bad Men in Cleveland, John Royal, of Keith's theatre, began with teasers warning the public that three bad men were headed toward the lake city and urging the reader to call Superior 2280, the theatre number. A large number of the curious did call up, and were given an earful about the Fo.x production. Three Bad Men is not a book production, but the Cleveland Public Library collaborated with a bookmark campaign and the usual displays in the main library and its many branches. The markers carried sixceen suggested titles on the west divided into frontier stories, tales of the old west and "some old timers." As recently explained by Mrs. Roberts, the library idea is not to advertise a single book, but to tnove the general volumes, and a book title for the play is not essential. Good use was made of the Colt Company's cased display on the evolution of the revolver, which we believe is to be obtained from any Fox exchange through a general tie-up. The Revolver Display For a street ballyhoo three riders dressed to suggest the three bad men patroled the streets for several days. Cutouts also were used, and the net result was a large business. Qave Qinger Ale Harry Van De Mark, of the Capitol theatre, Houston, Texas, was able to tie up the newspapers and the Hollywood Ginger Ale company to Paris. The soft drink company took large newspaper space to announce that bottles of the product would be served in the lobby of the Capitol. In return the newspapers took space to explain that pictures of MetroGoldwyn stars were on the bottles. Anyone who presented at the newspaper office a label bearing the picture of either June Crawford or Cliarles Ray, stars of the picture, would be presented with a pass to the show. A\l Van De Mark had to do was mop up the lobby when they spilled the ginger ale, and carry the money over to the bank. Indians in Bunches On Flaming Frontier Most managers would figure that they were going strong if ihcy could raise half a dozen Indians for ballyhoo, but the America theatre, Denver, used three bunches in putting over The Flaming Frontier. And "a bunch" does not mean four or five, either. There were fifty in the first squad, appearing on the Saturday and Sunday before the Monday opening. They had appeared in the picture and were glad to work their passage for a chance to see themselves. They came down from the Cheyenne Frontier Days celebration. There were only six in the second lot. These participated in the prologue to the picture. The stage showed a night scene similar to the opening scene in the picture. At the rise of the curtain one of the Indans gave a series of imitations of night sounds in the open. From this they went into a series of posings. Distant shots were heard and a war dance was begun that was faded into the opening scenes of the picture. When they were not on the stage they hung about the lobby to ballyhoo. Forty Braves Helped There were forty in the third lot. Charles Lounsbury, of Universal, learned they were coming lo town and invited them to see the picture. They slipped in quietly in their full regalia and only a couple of twelve foot banners. .•\nd on top of all this Lounsbury horned in on the Semi-Centennial Parade, from which all advertising was barred. The -America sponsored the Miss Denver contest, and Miss Denver rode with a banner on either side. Outside of this and three four-column cuts in the newspapers Lounsbury laid down on the job. Made A Bridge Charles R. Hammerslough helped Tin Gods over at the Broadway theatre. Newburgh, by getting a sporting goods store, which handled the line, to put into the window a toy bridge made of parts of a structural toy, similar to that used in the picture. Stills showing the play were added to the display and the result was a very attractive showing. This is a stunt that can be worked almost anywhere. THE RIDING BALLYHOO ON THREE BAD MEN IN CLEVELAND Keith's Theatre used three horsemen dressed as the characters in the play to close a teaser campaign on the Fox picture. This supplemented a fine display by the Cleveland Public Library and newspaper work.