Exhibitor's Trade Review (Mar-May 1925)

April Ua 1925 Page 37 If you think our British Brethren are not up and coming in the matter of exploitation take a look at these three theatre fronts for Paramount's "The Covered Wagon." Left to right theatres are The Golden Dome, The Central, and the Palladium, all located in dear old London. Note the noble redskins and the excellent use of posters for present and coming attractions. Couldn't Hide This Candle on Display For "Reckless Age" "Reckless Age" Stunts May Be Adapted to Any Picture "Number, Please" Voice With Smile Wins For "Excuse Me" in Cal. A girl with a winning voice recently called up every number in the Long Beach, Cal., directory, and asked, "Is this the Egyptian Theatre?" When the voice at the other end of the wire replied "No," she would exclaim "Excuse Me!" and hang up. This stunt caused much comment throughout the town. A seven foot negro attired as a Pullman porter appeared on the streets carrying a suitcase on which was painted in large letters, "Excuse Me." Large stills from the picture were displayed in the windows of the Sun and Owl Drug Stores, and three hundred cards were exhibited throughout the town. A slide was used in the theatre and three thousand heralds were distributed. ^ ^ * Wide Awake Manager Capitalizes Rainy Day While the rain poured on Portland, Oregon streets, a long line of discomfited men, women and children stood in line outside the Liberty Theatre. It had not looked like rain when they left home, and they had come unprepared for the downpour. But Manager Paul E. Noble was ready for the emergency. Loaded with umbrellas bearing the name of the theatre in large letters, attendants passed among the waiting crowds, distributing rain protectors to all who needed them. Mr. Noble said that he had the umbrellas on hand for some time, but last Sunday was the first chance he had to put his novel plan into practice. He has announced his intention of serving out umbrellas every time his patrons have to stand in line in the rain. Also, if a theatre visitor will leave his name, address and a small deposit, he may avail himself of the loan of one of the Liberty's umbrellas. When Metro's "Excuse Me" played Loew's State Theatre, Los Angeles, Manager Ray Coffin transformed the ticket booth into a railway office where tickets were sold for the "Excuse Me Special" to "Giggleville" and other laughter points. De Luxe Fashion Trailer A de luxe style trailer available for "The Dressmaker From Paris" introduces a half dozen of the Fourteen International Beauty Models, and some of the best creations designed especially for these prize beauties. The titles will be written by Travis Banton, well known Paris designer who was brought to the United States especially to create original gowns, millinery, and lingeries for the fourteen models. Each title will be a complete description of the creation displayed. The trailer is a separate unit from the regular production trailer, which will confine itself closely to the story. On the theory that this is the "reckless age" and that it is time to get back to a little "candle day" thrift, A. J. Sharick, exploiteer from Universal's Cleveland office, arranged a tie-up with the Dime Savings Bank of Akron, Ohio, when, "The Reckless Age" played the Orpheum. A candle of unusual design, 18 inches long and nearly three inches thick, was placed in the window of the bank. Signon either side announced that the candle would be lighted Tuesday morning and would burn during banking hours. To the person who came nearest to guessing how long it would last, the bank gave a deposit of $10. The next nearest received five pairs of tickets to the Orpheum. A ballot box of beaverboard was installed inside the bank with small pads of paper for voting nearby. In connection with this stunt, the bank gave out 2,000 cards calling attention to the fact that in the "reckless age" we are liable to forget to save. It also took ads in three papers. A pair of tickets was donated by the theatre for each new account opened. The Akron Press held a courtesy contest. Since in the "reckless age" we live so fast that we often forget courtesy, the Orpheum agreed to give a pair of tickets to ten people daily who reported unusual acts of courtesy on the streets of Akron. This contest ran eight days and started off with a front page story under a four-column head. The Postal Telegraph delivered 2000 special telegrams reminding the recipients that "the big theatrical event of the year" started Sunday. The Postal's part of the telegram read ; "To insure this message reaching you we are using Postal Telegraph Service. Postal Service is most reliable and speediest. When you have anything important call on them."