The Moving picture world (November 1926-December 1926)

November 29, 1926 MOVING PICTURE WORLD 297 Issued Membership Cards in the Mystery Club TrtLRd^ibTri^T RD^^ ITS h LONG PIGHT UP THE RC " High stepperS ? ThL I lAKWt FI6HTS FOR LOVE %bJ • ^ w»THfiARY ASTOR <^LLOYD HUGHES l> %010R[SDEL RIO ■ . MLXICCS GREKTESt STAR^ iriRST NMIOHM RCTUREI > ^^m^ . 1 THERE IS A WHOLE THEATRE BACK OF THIS BOARD Jack Rowley, of the Royal Theatre, Laredo, Tex., is on the border, and draws from the other side of the Rio Grande. This sign in the Mexican colors played up Dolores Del Rio for the cross-river patronage — and won. Membership Cards for Mystery Club A usef'il throwout for The Mystery Club was originated by the Liberty theatre, Kansas City, in the shape of a "membership card." The front was printed v,'ith : "Join the Mystery Club" with the information that the clubhouse was at the Liberty theatre. The reverse carried this copy : "Rules and Kegula'ions — Membership rommences Saturday, September 4th — You may join any time from September 4th to September 10th inclusive, from 10 a. ni. to 11 p. m. "Ycu must come to the Liberty Theatre Box Office, or send a duly accredited representative. "You must not be afraid of thrills, excitement, suspense or sensations. "You must be brave — you must be heroic — you must have courage. "Present this membership card with the regular admission charge to the cashier at the Liberty Theatre Box Office and you will be admitted to all the .'^errets and mysteries of 'The Mystery Club'." Paraded Her Love M. K. Moore, of the Palace theatre, Fort Worth, Texas, had It Must Be Love. He learned "that th« Chrysler agency had seven new cars. He persuaded them that a parade for It Must Love would get more interest for the cars than if they went out alone. He got seven cars and proved his point, for the parade attracted much attention. Free Papers Duirng the run of The Show Off at the Imperial theatre, Asheville, N. C, H. M. King, Jr., supplied hotel guests with copies of the morning paper with pasters reading : "We hope you spent a pleasant night. If you wish to enjoy the day, visit the Imperial Theatre, now showing The Show Off." Loaned Boys Toy for Contest Use Frank J. Miller worked a bridge building contest during the run of Tin Gods at the Imperial theatre, Augusta, Ga. A novel feature was the arrangement made with a hardware store to permit contestants to use the structural toy material at certain hours during the day, in case the boy did not have his own set. The result was the sale of a -number of sets to boys who became interested in the toy while competing for the prize. As the owner of the store was one of the judges, it was not necessary to keep the bridges standing. The inodel could be dismounted and used by the next boy. A window display of several elaborate bridge models helped the idea along. Louise Qlaum Helps to Exploit a Metro Louise Glaum, who was making personal appearances in Dallas, Tex., during the showing of The Auction Block at the Melba theatre, was engaged by Paul Blaufox to help put over the production, though she was not in the cast. She made the familiar shopping tour of the big stores, and a short reel was made of this excursion, being shown at the house, so that the gaping crowds could see how they looked on the screen. She also acted as judge of a beauty contest held in connection with the picture. Screen tests were made of the entrants and a trip to Hollywood was given the winner. This contest was not only advertised in the local papers, but in a special section of the New Orleans Times-Herald. LANGDON REALLY TRAMPED IN THIS CHARLOTTE LOBBY James Cartledge put a caricature body on the cutout head and geared the legs to a motor that never tired. The star and title cards are used to hide the mechanism. It made a hit with the patrons.