The Moving picture world (November 1926-December 1926)

December 11. 1926 MOVING PICTURE WORLD 435 Got an Army Truck for The Flaming Frontier A GOOD BANNER FOR MINES IN THE BROWN DERBY Describing the hat as "the lid of lauehter" helped to sell tickets at the Fifth Avenue Theatre, Nashville, Tenn. The derby was done in a elossy brown and the remainder of the sien in contrastiner colors. Ran a Trailer In His News Weekly Ace Beery, of the Circle Theatre, Indianapolis, worked a new idea for his advance on The Strong Man. He cHpped from the film the scene showing Langdon arriving in Get the Full ES£ect o£ Your Bill-Board Publicity ! Use Ensign Dates * Three popular sizes 7x28 (SO for $2.00; 100 for $2.50); 9x42, (50 for $2.50; 100 for $3.00); 28x42 (25 for $4.00; 50 for $5.50). Your own copy printed on non-fading stock, in any color ink. Printed and shipped day order is received, parcel post special delivery. We have himdreds of satisfied customers atnong the Motion Picture managers in Michigan, Ohio, Penna., Ky., Ind., and Illinois. Union work and label. Send us your copy. You'll be surprised. THE ENSIGN COMPANY BATTLE CREEK, MICHIGAN •Prices on other sizes, hangers, street car sigrns on reoueitt. We do all kinds of block letter work. New York, and ran that in the news weekly with a sub-title reading: "New York — Among the notables arriving on the S. S. Mauretania was Paul Bergot, the strong man, who will be seen at the Circle September 25." It was so unmistakably Langdon that the audience got the idea and the laugh was worth a whole deck of adjectives. For the showing he used a laugh meter in the lobby, painting one end of the dumb bell Langdon was lifting with a dial registering the stages of laughter. A small motor was geared down to give a pointer a slow but continuous movement, and he backed this with samples of the laughter by means of an amplified Okeh record. Bore Down Hard on Red Qrange Feature Arnold S. Rittenberg, now manager of tlie Liberty Theatre, Kansas City, and Bob Gary, Universal exploiteer in the same section, did a full weeks work on Red Grange in One Minute to Play. The lobby was tasteful with special posters done by the house artist and the front carried an 18-foot figure of Grange. Gary started off with a series of cartoons for the newspapers, and tied two of the papers to a voting contest for the most popular football player. All high school and prep players were eligible and anyone could vote early and often. The winner received a cup from the Mayor supposed to have been presented by Grange. Pasteboard megaphones were distributed at the football games, about 6,000 being put out. The te am of the Haskell Indian School was to pass through the city and Rittenberg arranged with them to stop off and see the picture. The team and the school band took part in a parade and played a concert in front of the theatre, completely blocking traffic. One night was assigned each school and 10,000 letters were mailed to the college alumni. An address was made over the radio as a matter of course and almost equally of course there was a taxicab hookup. Ads were placed in every school publication and Reginald Denny was brought into play. During the World Series Rittenberg, advertising Take It From Me issued a "tip" that St. Louis would win the series in the seventh game. This was handed out at the fourth game. It came out just right, so Ritt had Denny prophecy that Parmalee would win 7-6, which it did several times each day. Ij THIS WAS BETTER THAN THE USUAL A BOARDS The recruiting service in Cumberland, Md., was using a truck and a Universal exploiteer arranged for posters on The Flaming Frontier for the week before the showing at the Maryland Theatre. There was a poster on each side.