Exhibitors Herald (Jul-Sep 1922)

30 [EXHIBITORS I ERALD September 16, 1922 Hidden Treasure on Broadway Exploits Fox Picture Hundreds of Gold Seekers Search Times Square District for Monte Cristo Certificates (Special to Exhibitors Herald) NEW YORK, September 5. — Register another "four-base hit" for the exploitation department of Fox Film Corporation. It has to its credit one of the most novel stunts used on Broadway in the promotion of a motion picture. The campaign was conducted on behalf of "Monte Cristo," the Fox special playing at the Forty-fourth street theatre. ~C OR days advertisements in the various ■*■ dailies heralded the coming to New York of the famous Count of Monte Cristo, who was to share his vast fortunes with the people of the metropolis by distributing certificates of different denominations in many nooks and corners within 300 feet of the The $100 went to a carpenter, the $50 to a Broadway chorus girl, the $25 to another showgirl, and the remaining smaller denominations to newsboys, policemen, housewives and clerks and even a banker cashed in a $5 note. Here are some of the headlines carried in the New York papers : COUNT OF MONTE CRISTO (left) and the great crowd attracted by the hidden treasure. This is considered one of the most enterprising exploitation stunts executed on Broadway. theatre building. Those finding the certificates, which represented sums of $1, $5, $10, $15, $25, $50, and a grand prize of $100, were to cash them in at the box office of the theatre. * * * At the appointed hour, the Count of Monte Cristo, attired in the regal costume in which he appears in the picture, drove up to the front of the Forty-Fourth street house and announced to the large throng awaiting him that the money certificates had been hidden and that the "gold rush" was on. Within less than five minutes hundreds of treasure-seekers were engaged in the >cramble and hundreds of others were interestedly witnessing the rush, as men, women and children pushed, fought, and searched about the Times Square district for Monte Cristo's gold. Every areaway, store, building, sign and automobile received a thorough ransacking in the great scramble that ensued. For four hours the crowd surged through the thoroughfares of the city, blocking traffic and finally necessitating the calling out of police reserves. When the battle was over, $250 worth of certificates had been brought forth from their hiding places and exchanged for their cash equivalent by the Count of Monte Cristo at the theatre lobby. All during the search the count drove about the streets encouraging the people to look for the money. * * * The efficiency of this stunt and the wide scope of its appeal is evidenced by the variety of persons who found the certificates. "Mob Rush For -Press Agent Gold — Treasure Seekers Recover $250 Hidden Near Times Square — Police Captain Annoyed." "Crowd Searches For Hidden Gold — Count of Monte Cristo Keeps Mob Busy Looking for Coupons on West FortyFourth Street — Call Out Police Reserves." "10,000 Near Fight at Press Agent StuntPolice Reserves Called to Restore Order at Times Square." "Count of Monte Cristo Starts Riot at Times Square — Mad Scramble For Money Certificates Ties Up All Traffic and Brings Reserves on Run." "Mob Broadway Monte Cristo — Reserves Called to Disperse Crowd of 10,000 Seeking Share of $250 Coupons." "Hunt For Cash Becomes Riot — Press Agents Certificates Bring Out Reserves." Is Made Assistant To Goldwyn Official (Special to Exhibitors Herald) NEW YORK, Sept. 5.— A. C. Berman, formerly of United Artists, has been appointed executive assistant to Edward Bowes, vice-president of Goldwyn Pictures Corporation, and has assumed his new duties at the home office in New York. During the past few years Mr. Berman has made an enviable record in the sales organization of United Artists with which he became connected when that company was formed. Prior to that time he practiced law. Erection of Studio In East Is Planned By Weber and North (Special to Exhibitors Herald) NEW YORK, Sept. 5.— Erection of its own studio, a site for which, it is understood, has already been selected is planned by the independent producing and distributing firm of L. Lawrence Weber and Bobby North. The project has already been taken up with architects and contractors and plans are being considered. The ownership of their own studio was considered advisable by the producers in view of the extensive program of publications planned. For the past two months the company has rented an Eastern plant but this has been found inadequate for the larger features contemplated. The new building is to embody the last word in modern construction and equipment, and will cost approximately $100,000. Fox Denies Charge of Federal Trade Board (Washington Bureau, Exhibitors Herald) WASHINGTON, D. C, Sept. 5.— Answer to the formal complaint issued in July has been filed with the Federal Trade Commission by the Fox Film Corporation. The film company denies all of the allegations of the commission as to unfair methods of competition in the reissue and distribution under new names of certain films previously exhibited throughout the country. It is admitted by the Fox company that in 1920 certain films were reissued under the names of "Sink or Swim," "The She Tiger" and "Camille of the Yukon," but it is denied that they were distributed in such a way as to give the public the impression that they were new films. Japanese Film Star Booked for Stage Play (Special to Exhibitors Herald) NEW YORK, Sept. 5.— Sessue Hayakawa will transfer his activities to the legitimate stage this season. The Japanese screen star will make his debut in the spoken drama on Broadway late in the Fall. He is returning from a holiday in his native land, where he has enjoyed a long rest and vacation, and is due to arrive in San Francisco September 12 from where he will proceed to New York by easy stages and will be ready to begin rehearsals about October 1. Musicians Entertain Harding in Hospital (Special to Exhibitors Herald) KANSAS CITY, MO., Sept. 5.— Ten musicians from the Liberty theatre, Kansas City, paid tribute to David Harding, part owner of the theatre, who was shot by bandits in an attempted hold up of the theatre recently, by going to St. Joseph's hospital, where Mr Harding, is recovering from a bullet wound in the back, and serenading him, much to the delight of the other patients in the hospital.