Exhibitor's Trade Review (May-Aug 1925)

August 15, 1925 Page 37 POLICE!! Without trying to get the professional interest of the local police authorities, Ed. Corcoran, Paramount exploiter, drew the attention of the entire city of Applet on, Wis., to Raymond Griffith in "The Night Club." Together with the manager of Fischer's theatre he hired the window in an empty store and announced with a big sign that it would open as a "Night Club." As soon as the sign had been up a few hours a policeman was posted in front of the store to prevent any furniture from being moved in. Several ministers spoke about Night Clubs, and the whole town was agitated. This was an unexpected turn of affairs, and Corcoran capitalized on it by leaving the sign up for several days before posting a new one which read: "There is no prohibition against laughter!" "Owing to enormous crowds who wish to see 'The Night Club' with Raymond Griffith, King of Comedians, the show would open at Fischer's theatre." This sign was posted several days before opening. On the day the picture opened, practically the same copy was used in a four column ad about six inches deep which was illustrated with presssheet cuts. The copy was adapted from the press-sheet. (Below) It was a very simple procedure to announce, in a most unusual way, that Universal's "The Last Laugh" was playing at the Columbia Theatre, Seattle. Puzzle Contest on "Let Her Buck" as Snappy as Picture "Put These Together, and Guess ~~~ Who It Is" Brings Plenty of Money to Pullman A "put-this-face-together-and-tellwho-it-is" contest got the money for Martin and McCarthy at the Pullman theatre, Chaffee, Mo., on Hoot Gibson's big Western special, "Let 'Er Buck!" A "cut" of Gibson's head was split into sections and these sections then were printed on a circus herald, above big black letters asking: "Who Is He?" Contestants were asked to cut oul these parts of the star's face, to paste them together, and then to write the star's name under their reassembled illustrations. With their names and addresses on the slips, these were to be brought to the Pullman within a given time — after the completion of the picture's run. Those who assembled the picture and then could not identify it, reasoned Maurice Davis, Universalist who devised the contest, could see "Let 'Er Buck!" and then add the name of its star to their answers. For the 15 persons who submitted the nearest and best answers, passes for future shows were to be awarded. To help identify the hero of the picture — who was rather well-known anyway, Davis furnished the information that he was their favorite Western star and that he had appeared in such successes as "Out of Luck," "The Hurricane Kid," "The Sawdust Trail," "Hit and Run," "The Saddle Hawk," "Forty Horse Hawkins," "The Thrill Chaser" and "Broadway or Bust." This contest can be used on almost any star. 0 IS HE? 15 PASSES TO PULLMAN THEATER CONTEST WINNERS Cut out the above parti of this star's face. Paste together. Write his name underneath. Write your name and addrew on it. Bring it to the theater BEFORE 6 o'clock Thursday night, April 30. The IS neatest and best will be awarded passes for future shows. THIS WILL HELP YOU-This star kyour favorite Western hero. He's a Universal favorite. Played in such successes as "Out of Luck," "The Hurricane Kid," -The Sawdust Trail." "Hit and Run," "The Saddle Hawk," "Forty-Horse Hawkins," "The Thrill Chaser" and "Broadway or Bust." He's the Star of— "Let 'Er Buck!" FEATURING THE GREAT PENDLETON ROUNDUP FOR THE 1921 COWBOY CHAMPIONSHIP OF THE WORLD SEE— DEADWOOD COACH-RACING, OUTLAW HORSES, HORSE RACES, BRONCHO-BUSTERS, BULL-DOGGERS, FANCY ROPERS, BAREBACK RIDERS — SEE HAIR-RAISING CHARIOT RACES 2 — YOU'LL SEE — BIG SHOWS FOR ONLY ONE ADMISSION PRICE A GREAT WILD WEST SHOW AND A WESTERN PICTURE OF THRILLS WITH YOUR FAVORITE COWBOY STAR WIN A PASS — SEE A SHOW FREE ! PULLMAN Tuesday-Wednesday, April 28-29 Yellow Taxi Tie-Up On "Last Laugh" Pulls Business Through a tie-up with the Seattle Taxicab Co., Robert Bender, manager of the Columbia Theatre, Seattle, secured banners on the doors of all the Yellow Cabs in town and editorial and advertising space in the company's paper, "The Yellowgram," which goes to Taxi cab patrons, announcing his showing of "The Last Laugh," — the Ufa production being distributed in America by Universal. The banner read: "25c Off on All Yellow Cab fares to 'The Last Laugh' at the Columbia." When a cab deposited its passengers at the Columbia, the doorman gave them a coupon good for 25 cents on the meter charges. When they departed, another coupon was given them which was similarly honored by their chauffeur.