The Moving picture world (November 1926-December 1926)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

Celling the Picture to the Public J Ohis Departmnt llfas SstaJbLisM September 23. 1911 btj Us Present 6dUonj Spes Winthrop Scif'gcnt Stillman Theatre's Campaign on Pirate Wide Street Permits Develops a New Savings Bank Promotion Altitude in Display JUST because Douglas Fairbanks is supposed to be a self-seller did not give the Stillman Theatre management the idea that the exploitation staff of the Cleveland theatre could take a week off. Instead the larger picture was a cue to make an extra sales effort. Fred Clary and his assistants went to work from all angles on the proposition that since tickets would be easy to sell, it would be a good time to sell an extra lot of them. Incidentall\they developed a new Savings Bank hook-up. Because the U. C. Theatre, Berkeley, Calif, is on an unu.sually wide street, H. W. Sherburne frequently produces a display that would be a dead waste were the display run up so high on a narrow thoroughfare. Most bank hook-ups run along the same general lines with checks for new depositors, but the Commercial Savings and Loan Company went in strong for a campaign covering several weeks, the main idea being to acquire keys to a treasure chest. Each new account was credited two points toward the key, with one point each for safe deposit rentals of $100 brought in on any new or old account. Five points were necessary to win a key, and a key was worth $5 to the holder. Two keys were $15, with a ten dollar increase for each additional key. In addition the high point maker of each week won an additional $20 with $15 to the runner up. There is an award of $150 to the entrant bringing in the most money during the campaign, $100 to the developer of the largest number of new accounts, and $25 to the one influencing the largest number of box rentals. Each person bringing in at least one new account was given a pair of seats to see The Black Pirate. Bank Well Pleased The prizes are rather high, but the bank expressed entire satisfaction with the results, and figured that the theatrical angle of the tie-up was of real value in gaining interest Of course the theatre helped with the advertising, but the chief value was that the tie-up gave an attraction to the idea that the bank could not command on its unaided efforts. But that, of course, was only one angle. The treasure chest was used in the lobby, the box office being dressed to represent the cabin of a ship. Fairbanks himself, in a life sized cutout guarded the chest and he was dressed in real clothes. Just plain pirate cutouts were scattered around the walls to add to the effect and a stitnt man, dressed as Fairbanks, but looking more like Harry Meyers, was used on the street and Another Tab The latest tabloid house organ to come to this desk is the Tri-State News, published by the company of that name in Steubenville, Ohio, and edited by Howard Lichey. The first issue is very presentable and while it is largely cut and paste, it is apparent that Mr. Lichey realizes the possibilities of selling what is to come by writeups of what has been done ; which is a point too often overlooked. It is an eight page sheet and will be published weekly. in store windows. Assigning him to the windows make it easier to get the windows, for it was assurance that the displays would attract unusual attention. The Cleveland Public Library gave liberal cooperation, selling a large list of books on pirates and piracy through its book markers and special photographic displays, and book stores were liberally supplied with copies of the Actionized story and ample paintings and signs. Other windows were obtained in clothing stores, novelty shops and talks on pirates over the radio gave ample information about the Fairbanks picture. There was a pirate prologue and the ushers were put into pirate dress. The net result of the campaign, which was outlined by M. A. Malaney, general publicity director, gave three big weeks. ITOIS IS *Efca,IS'NER. WEEK-" ,, ceuaifATm rue aitsom host imaumn saum mouaigfi^ i L m^. Qetting Sweet Here's a hint from Charlie Morrison of the Imperial Theatre. Jacksonville. In a report to the home office on a library distribution of 2,000 book marks on Laddie he writes : "The only cost was the printing of the markers and two boxes of candy to the library assistants who personally saw that the markers went out." THE TEMPTRESS DISPLAY Making The Temptress subject of a "Banner Week," he ran bunting to the top of the electric sign and put a 24-sheet cutout we'l above the marquise. The receipts proved that it pays to get behind a better than program picture and push. Just the Ring The Princess Theatre, Albertville, Ala., made a lobby feature of a prize ring for Milton Sills in The Knockout. It used only the ring, but that got the idea over. A NICE DESIGN FOR A MIDNIGHT SUN LOBBY This was originated by Sidney Dannenberg, of the Strand Theatre, Birmingham. He backed it UD with special tabloid and got the electric company to admit in its windows that it was the Midnight Sun's only rival.