Exhibitors Herald (Oct-Dec 1920)

EXHIBITORS HERALD October 2, 1920 A view of the stage of Grauman's Million Dollar theatre, Los Angeles, showing the construction and operation of the "stage-within-a-stage" type of presentation, used, in this instance, for "The Round Up.'' Stage WithinaStage Setting Permits Use of Varied Talent When the motion picture succeeded the flesh and blood actor as the most popular medium of dramatic expression it was necessary to formulate a new and original technique. All know how this has been done. No less interesting to the exhibitor is the development of the new technique demanded by the presentation feature. Every step in this direction in an important theatrical event. The stage-within-a-stage method of presentation is excellently illustrated in the account of the prologue used at Grauman's Million Dollar theatre. Los Angeles, for "The Round-Up," Roscoe Arbuckle's Paramount ve A close-up of the Grauman stage and two of the characters appearing in the prologue, showing the excellent lighting effects gained. hide. The presentation is said to have met with extraordinary success. The stage was set as illustrated herewith, a miniature stage being constructed Upon the standard platform, with a rough log frame and draw curtains permitting ready disclosure or concealment. Set rocks provided stairs to the main floor. The opening was conducted mysteriously, the curtains parting in due time to disclose a posed picture suggestive of the Frederick Remington type of painting, three actors interpreting Indian characters, breaking the picture after a time to descend to the stage and dancing, the curtains closing. At the conclusion of the dance the curtains again parted to show a cowboy posed beside his horse, the vocalist singing "Just Like a Gypsy." A violinist, dressed as a squaw, presented in the same manner, was followed by a youthful dancing team attired as shown in the photographic illustration, the picture dropping in naturally at the close of their number. The strong point of the stage-within-a-stage setting is, of course, the latitude it allows the producer in arranging his prologue and selecting his talent. It is not especially difficult of construction and should not be found undesirably expensive after the initial cost of materials has been met. The direct result upon the audience is beneficial, as in this manner a greater variety of talent can be presented with the natural result of increased satisfaction. Famous Judge Gives Advertising Men Aid For Paramount Week Shakespeare's much quoted inquiry, "What's in a name?" was not addressed to an advertising man. Had such been the case the answer would have run into thousands of words. The money value of a prominent man's name in advertising matter is well known to the showman of today. It brings customer's to the ticket window and prestige to the theatre. Judge Ben B. Lindsey, famous for his "kids' court" in Denver, Colo., gave the advertising men handling the Paramount Week campaign for that territory excellent cooperation, thereby permitting the use of his name in connection with the event. The value of his name is a national quantity, i hough, of course, much greater locally. After giving permission for the hanging of a huge Paramount Week Judge Ben B. Lindsey, the famous Denver, Colo, jurist, who gave his support in behalf of "Paramount Week." banner outside his court room, he evidenced his sincere sympathy with the enterprise by posing upon the court house steps for the picture reproduced herewith. It is not probable that many American exhibitors, or exchange exploitation men for that matter, succeeded in enlisting the sympathy of an equally prominent character. That more effort will be put forth along this line of endeavor in any and all advertising campaigns is to the best interests of the trade and the science.