Exhibitors Herald (Jan-Mar 1920)

68 EXHIBITORS HERALD March 27, 1920 Song Hit Aids Feature In Strand Window Work The prevalent custom of publishing a song in connection with motion picture features, said musical number purported to have been written by the star and bearing a portrait upon the cover, has fallen a little short of expectations chiefly because but few of the songs became popular. Exhibitors lacking the originality to overcome this obstacle have discarded the song as an exploitation measure. They will be interested in the account of one exhibitor who did not "give up." The photograph which accompanies this discussion shows the window of a music store in Birmingham, Ala., in which city is also located the Strand theatre, where "On With the Dance," the Paramount Artcraft production, was recently exhibited. The management of the theatre, doubtless discouraged in the use of songs published in connection with features, abandoned the custom and effected his tie-up with "Dardanclla," one of the most successful recent popular compositions. A local music store had devoted a window to the display of copies of the song. An attractive cover heightens the power of the display, drawing attention from the passerby with great success. A cutout of Mae Murray, star of the picture, in dancing costume, was mounted and placed in the window, a simply worded card giving the necessary information as to the place of its exhibition. "Dardanella" is being played by practically every dance orchestra in the country. Dancers, especially, are familiar with it. Furthermore, several manufacturers of phonograph records and piano rolls have issued versions of it, vocal and instrumental. A cutout of Mae Murray in "On With the Dance" was used to advantage in a music store window at Birmingham, Ala. "On With the Dance" is a title that implies both dancing and music. The tie-up, obviously, was as effective as though the title of the song had been the same as that of the picture. A solution of the song-picture problem is thus presented. It should be widely adopted. Plot of Play Hinted In Alhambra Display To tell just enough, and not too much, of the plot of a play has been for a long time one of the most delicate tasks of the motion picture advertiser. Numerous theories have been advanced as to the establishing of the exact dividing line between too much and not enough. But these have been theories only. A working solution is welcome. Pictures have solved the problem for the Alhambra theatre, Milwaukee, Wis., insofar at least as the lobby is concerned, as will be seen in the photograph of the Alhambra lobby interior which is reproduced herewith. Norma Talmadge's recent First National publication, "A Daughter of Two Worlds," was the picture upon the screen when the present display was used in the space directly over the entrance to the theatre, a space, by the way, which the Alhambra is one of the few theatres to use effectually. By constructing two frames for pictures of the star in both of the characters she portrays in the picture, providing lights for these frames and adding painted scenes expressing the two phases of life represented in the picture by the two characters as background, an effect .which is highly informative as well as decorative has been obtained. The photograph tells the story rather well. It is apparent that the person who looks even momentarily at the display is certain to gather a clear impression of the plot which is the picture's basis. Who has a better solution of the copy problem? Mikado House Organ Has Snap and Humor From the Mikado theatre, Manitowoc, Wis., we have just received a little bundle of the house organs published by the management each week, four-page folders that compare favorably with anything of like nature that has come to our attention. The front cover is neatly printed, with the theatre name in pseudo-Japanese lettering. The inner pages carry the annuoncements for the week, with peppery, intimate paragraphs in tenpoint, insuring their reading. The back cover is the best of all. "The back page is blank — Don't read it." says a line upon the front page, which of course makes sure that every body will turn back just to see if it really is blank. It is not. Under the heading, "The Comedy Colluin," the gentleman who makes up the program chats humorously and pointedly of subjects that people like to read about. Local topics of interest are discussed, not in the general style typical of the house organ, but pointedly and critically, a saving grace of humor heightening the effect of the whole. It is a safe venture to state that people read the program when they get a chance, whether or not they attend the theatre. And it is certain that a number of readings will make patrons of any of them. Huck Finn" Pie During the engagement of "Huckleberry Finn" at the Southern theatre, Columbus. O., the menus at several cafes in the city were rubber stamped in red ink, "Huckleberry Finn Apple Pie." A subline told where the picture might be seen. Variations are plentiful. The idea is splendid.