The Moving picture world (November 1926-December 1926)

December 25, 1926 MOVING PICTURE WORLD 593 Burns Plays the Whole Pack for Poker Faces THE HOUSE FRONT OF THE STRAND THEATRE, KNOXVILLE, AND A FLOAT FOR FLAMING FRONTIER W. F. Brock made a special drive on the Universal picture, and did some of his best selling by interesting the history teachers of the public schools. Free tickets were sent the teachers, most of whom recommended the picture to their classes. The float was used the day before the opening and again on the opening day. Jazz Band Helped The Campus Flirt Walter League hired a jazz band to put ■over The Campus Flirt at the Rialto Theatre, Denver. The local university opened its football season the day the picture started, and used a five block parade for a ballyhoo. They welcomed . League's suggestion that the band go along to help them, and gave the boys a position right in the middle of the line. A pretty girl was mounted on the hood of an automobile in which the players rode, and the car was nicely decorated with the pennants of the opposing colleges. After the parade the band continued about the streets. At the stadium two boys paraded a banner announcing that pictures of the game would be shown at the Rialto that evening, and a cameraman on the grounds attested the correctness of the announcement. League not only drew a nice opening business, but he held it up through the week. A Ride for Sadie W. S. Perutz, of the Rialto Theatre, Chattanooga, got a nice advertisement for Subway Sadie when he played the First National. The Tennessee Electric Power Company publishes a booklet when the spirit moves, and the spirit was moving just then because it wanted to tell about some new street cars that were being put on the lines Mr. Perutz got the back page to say that Subway Sadie would prefer the comfortalile coaches of the street railway to the subway. Just hapoeued to fit in. Pinch Hitting Because there are no football games in Newburgh, N. Y., Charles R. Hammerslough had to pick on something else. He made it an identification contest with six pairs of stockings to the best identifications of fifteen Paramount stars, three to the first with two and one for second and third prizes. It worked just as well, for it put the picture over. Kress Used Stunt in Reverse Order One of the suggested stunts on Hold That Lion is a hunter chasing a man in lion dress and yelling "Hold that lion !" Most managers used it as it lay, but Milton H. Kress reversed the order, placing the hunter first and letting the lion chase him. Pretty mtich the same thing, perhaps, but it sounds a little different. He also used a mechanical lion nearly life size, with illuminated eyes and wagging head and tail. Out on the sidewalk lit stopped traffic more than once. For Diplomacy Kress arranged to have the Piggly Wiggly wrap 10,000 heralds with its bread output. It cost him only ten passes, and that included three bannered wagons. Kress has moved from the Strand, Memphis, to Chattanooga. HOW FRANK H. BURNS DRESSED THE LOBBY FOR POKER FACES AT ORLANDO, FLORIDA The card pip idea was used throughout with the doorways outlined in diamonds and clubs with hearts and spades on the panels, ideal poker hands punctuating the stills and snappy sales copy lettered where it would do the most good to the Beacham Theatre. Mr. Bums is best known for his newspaper work, but he knows lobbies, too.