Exhibitors Herald (Oct-Dec 1922)

December 16, 1922 EXHIBITORS HERALD 51 TOILETARITC V U ODBFL GOOD CIGARS ^ FAxIM/\ ABOVE: Radio receiving set, with loud speaker, makes strong lobby for "The Radio King." Window and lobby display by the Strand, Memphis, intimately associated through common reliance upon cutout for central figure. BELOW : Mary Anderson theatre, Louisville, obtains drug store's cooperation in display for "Skin Deep." Lyon & Healy, leading music store, advertise "The Old Homestead" for McVickers. Speaking likeness attained in display for "The Eternal Flame" by Orpheum, Fort Wayne, with florist's cooperation. room use having bten perfected by Pete Smith, representing Fairbanks in the New York run of the picture. A photograph reproduced herewith shows a classroom interior. A lecture will be given in the schools illustrated by 75 colored slides from the picture. Cutouts Identify Lobby and Window Very good lobby and window displays used by the Strand, Memphis, to advertise Universal's "The Storm" are shown in accompanying illustrations. More striking, perhaps, than the sheer merit of the layouts, is the use of identical cutouts in both, making co-identification inescapable. Employment of a single figure, as a sort of trade mark, in all advertising done for an attraction is unquestionably good advertising. Lyon & Healy Give New Theatre Boost Lyon & Healy, Chicago's leading music house and a pioneer among Chicago business concerns, proved itself worthy when McVickers theatre opened recently with Paramount's "The Old Homestead" as the feature attraction, according the event one of its spacious and valuable windows. The display is reproduced herewith. The music store, of course, profited by the enterprise quite as extensively as the theatre if not more so, for the opening was quite the upmost thing in the mind oi the amusement public at the time. lobby of the Plaza theatre, Wheeling, for "Do And Dare," Fox feature starring Tom Mix. The interest-compelling power of the layout, a finely wrought bit of creation, is evident in the photographic reproduction. It is possible that the backing had been used previously for "A Connecticut Yankee," but its effectiveness is dimmed no whit: The plane top piece is a triumph in itself. Window Model Apes Action of Picture One of the most striking window displays in the news of the week was that used by a Fort Wayne merchant in cooperation with the Orpheum theatre to advertise First National's "The Eternal Flame." The wax model used was seated in a high backed wicker chair very much like one used in the picture, the pose strongly suggesting the appearance o: Norma Taltradge in the play. The reproduction is eloquent. "Sl^in Deep" Paper W ins Chain Stores The six-sheet for First National's "Skin Deep," drawn by George Give, showing a woman in negligee backed by a huge interrogation point, won for the Mary Anderson theatre, Louisville, the cooperation of a chain of drug stores. One of the window displays is shown photographically herewith. Paper that gets results of this sort is good paper. Broadway Accident Proves Profitable An exploitation truck bearing "Sahara desert sand" advertising "When The Desert Calls" was overturned in the Times Square district when the driver pulled up to avoid injuring a woman pedestrian, immediate search for coins said to be buried in the sand following, it is reported. The picture, an American Releasing attraction, was shown at the Cameo theatre. Another stunt for the feature consisted of a cavalcade including a veiled woman, a camel and ten horsemen in Arabian attire. Wheeling Lobby Is Box Office Magnet The much abused phrase, "box office magnet," unquestionably applies to the Stock Company Aids Cumberland Showman A stock company playing in Cumberland. Md., had just completed presentation of "East is West" as a stage play when the First National picture of tb*