Exhibitor's Trade Review (Mar-May 1925)

Page 36 Exhibitors Trade Review Ho*w Others Fill Seats Novel Tabloid Is Issued for "Phantom of the Opera" Universal Tabloid Holds Good Exploitation Possibilities Universal is issuing a "Phantom Mysteries" tabloid for "The Phantom of the Opera." It is a four-page newspaper, tabloid size, containing jokes, games, puzzles and problems built on "The Phantom of the Opera." It is printed throughout in bright red ink, something like the "Red Magic" sections which several newspapers are now issuing as a special feature. The first page contains a "Phantom of the Opera" game, which was devised by a noted game expert. It is played with checkers or counters, one of which represents "The Phantom" and the others his pursuers. The second page is a full page advertisement on "The Phantom." Page three contains a number of small tricks, a labyrinth puzzle based on the intricate cellars of the Paris Opera where the Phantom lives, a "number to number" drawing of Lon Chaney and other fascinating problems. On the fourth page is a "Phantom of the Opera" cross-word puzzle and the lower half of this is left blank for exhibitors' imprints. Exhibitors can use the "Phantom Mysteries" as throw-aways and heralds, or can arrange with local newspapers to issue them as a special supplement. A space has been left blank on the first page for a newspaper imprint. This One Can't Miss A CLEVER hide-and-seek game was played with the public through the columns of the Cleveland Press in Ohio when "Greed" played recently at the Stillman Theatre in Cleveland. The paper published a part of the face of a man to be seen on the streets of Cleveland hiding envelopes containing checks for amounts varying from $2 to $25. These checks were payable at the theatre. This man and his miserly activities symbolized "Greed" and created much interest in the picture. Simple and Effective One Man Prolog Stunt Handicap of a Small Stage Overcome by Ingenuity Manager Marshall E. Taylor, of the Columbia Theatre, Portland, Oregon, overcomes the difficulty of having only a very small stage at his disposal for the presentation of atmospheric prologs by putting on a "one-man" or "onewoman" prolog for special productions. "We have no room for a prolog proper," Mr. Taylor says, "but the costuming and singing of our single figure, we find, makes a very good impression." For "Yolanda," starring Marion Davies, the Columbia engaged a blonde soprano, dressed her in a costume resembling one worn by Miss Davies in the film and had her sing romantic, oldfashioned melodies which made a great hit with the audience. When "He Who Gets Slapped" showed at the Columbia, a similar plan was followed. The story is based on the opera "Pagliacci." For this production, a tenor singer in clown costume will appear in the prolog and sing the famous "Vesti la Gibba" aria. New Style Show Idea Bill Goldman again proved he was two jumps ahead of the rest of the bunch, when he beat 'em to it in St. Louis by staging his Spring and Summer of 1925 Style Show in connection with Mary Philbin's "Fifth Avenue Models," which played his Kings and Rivoli Theatres. One unusual twist was lavish advertising of "The Million Dollar Model," who gave his revue a "wow finish" by proving to be a female impersonator. Frank Lloijd Productions .Inc. ^crTlusbands Secret PL"! mm m3 ■ ' ■ A.NT0HIO MOREKO PATSY RUTH MILLER RUTH CLIFFORD DAVID TORAEHCE cUcpitdfrntW EOGIHTOM'S Stmm EVENING HSt S10W UUOOMENT" Deeded U FRANK LLOYD "Jurat national picture First National's poster on "Her Husband's Secret" is a fine example of showmanship paper that may be used in various ways. One is that it may be made into an ideal cut-out or shadow box. A little treatment on posters will greatly increase their worth.