The Moving picture world (November 1926-December 1926)

November 29, 1926 MOVING PICTURE WORLD 295 Makes Store Window His Permanent Lobby Show Fig heaves Campaign Has Many New Ideas All the new ideas have not yet been used. Murl Hornbock, of the Colonial Theatre, Logansport, Ind., had a couple of new ones on Fig Leaves that stuffed the box ofnce. A local paper has a mysterious "Mr. X," who gives advice to readers and does a number of stunts for the circulation department. The paper very gladly loaned him to the theatre, and he made a personal appearance a couple of days in advance of the picture, when he told the patrons about the coming of Fig Leaves and urged them not to miss the picture, adding the details of a fashion show arranged with two leading stores. He also handed out cards bearing the same advice. These were enclosed in manila envelopes carrying the advice not to open the envelope in public. For the fashion show Mr. X entered the show window of the store supplying the costumes worn by the men, shaved a model and dressed him in a suit of the latest fashion. He repeated the stunt in the window of the women's wear shop, omitting the shave and dressing a model in a one-piece bathing suit in one of the store's creations. He got more attention than a circus parade. And the fashion show was strictly modern and up-to-date, with a costly stage setting, professional models and all the rest of the trimmings. It was a box office cleanup. The best thing he sends in is a lobby display for Valentino, which carries a suggestion of Egypt in its structure. This is a pyramid blocks, three for the base, two above and one on top of that, painted to suggest rough-hewn stone. The titling is done on the lower tier with stills above and a cutout from the lithograph blended into the stone of the top. The stones are flanked by Production Hints from Edward L. Hyman Manag;in£r Director, Mark Strand Theatre, Brooklyn During the interim since he last played this theatre, Vincent Lopez has pepped up his Casa Lopez Orchestra through the medium of a new program, which makes a much better impression on the audiences. With Lopez as the big attraction on the stage, the screen offered the First National picture, "Forever After," with Mary Astor and Lloyd Hughes. This photoplay ran 1 hour and 7 minutes, while the Mark Mark Strand Topical Review required 8 minutes and the James A. Fitzpatrick Melody Series film, "Songs of Spain," took up 10 minutes, making the celluloid portion of the entertainment run 1 hour and 25 minutes. The musical end of the show took up altogether 34 minutes, bringing the entire performance up to just. 1 minute short of 2 hours. Opening each de luxe performance, of which there are four, two in the afternoon and two at night, the orchestra played the Thomas overture, "Raymond." Jacques Pintel, pianist, who takes the place of Lilly Kovacs as solo artist of the orchestra, sat in for the first time during the overture and will step forth next week with his debut solo here. During the playing of this overture the gold draw curtains were closed over the small production stage and the entire opening from proscenium arch across was flooded with rose pink floods from the bridge and 1 from the dome. Light amber floods covered the musicians, also from the dome. Foots were light green with borders of similar colors. This overture required 8 minutes. The James A. Fitzpatrick picture, "Songs of Spain," was especially scored, the principal selections being "In Old Madrid," "Spanish Cavalier," "Come Where My Love Lies Dreaming" and "La Paloma." The third incident marked the return of Harry Breuer, xylophone virtuoso of the orchestra, from his honeymoon tour of four weeks. His medley required 4 minutes, with Harry under a white spot from the dome. Lights used on the overture were brought into play on this solo. Follovsang the Topical Review came Vincent Lopez and his Casa Lopez Orchestra. The setting consisted of one platform which was set down stage, coming half way up stage, and with half the orchestra, including a pianist on the platform and the other half on the stage proper. This drop was made to part in the center for a distance of S feet, disclosing a spangled curtain behind which worked on the roller towel principle and one which lights were thrown as the curtain revolved, coming down from the top. The backdrop was a new gold fabric studded with emeralds. Following the vamp by the house orchestra, the curtains opened on a dark stage. White head spots were then thrown on the musicians of Lopez's band. With this Lopez made his entrance and all ights came up white. marble Sphin.xs. It makes a very dignified display for The Son of the Sheik. We hope Santa Claus brings Mr. Gates a larger camera for Christmas. MAKING A LOBBY DISPLAY FROM THE FOX BOOK A standardized lobby used by all houses of the Interstate Amusement Company, Texas. The book does not cut up very well on the right hand frame, but the portraits show to good advantage. Those picture books are of some use. Makes aShowWindow a Permanent Display Getting the loan of a vacant store window, A. E. Worden, of the Cortland Theatre, Cortland, N. Y., makes most of his big displays in the window instead of the lobby. The opening attraction thus exploited was Fascinating Youth and cutting the figures from the 24-sheet, Mr. Worden animated them so that the young man played his slide trombone while the girls danced. Before the window was put into operation it was masked by a sign stating that there would be an exhibition of the Charleston on an announced date. He stood by the window and failed to hear a single complaint that the figures were not real. Proper placement of the figures gave the right perspective and offered a tableau effect. This was followed by a galloping horse and similar stunts. Mr. Worden has a motor and with the aid of his stage carpenter finds he can animate most cut-outs. The advantage of the idea is that it permits a large display without crowding the lobby. And the patrons come to regard this window as part of the lobby because it is invariably tied to the house. This is a good stunt even where you are on the main business street, but for a house just op the traveled section the show window idea is invaluable.