Exhibitors Herald (Dec 1925-Mar 1926)

February 20, 1926 EXHIBITORS HERALD 87 A Wise Crackin’ Program First Annual New Years Eve Frolic LORRAINE THEATRE IIOOPESTON, ILL. DEC. 3 1ST 192.) PROGRAMME PART ONE 1— Around the World with the Lorraine News Cameraman. 2— -This one’s like Cracker Jack — “The more you see, the more you want.” 3— The Great Radio Mystery— Find Margaret Miller!! (This aint nothin’ like you think it is) 4— WATCH YOUR STEP! Three Tantalizing Toe Teasers (Misses Bracewell. Walker and Bracewell) V—D-ai Folks! Here’s something I always Wanted to Know BROWN EYES— WHY ARE YOU BLUE? Yours blue-ly Clark. TERRIBLE SCANDAL! "Exchange of Wives” These folks will show you what happened when they tried it. Lew Cody — Eleanor Bonrdman — Renee Adoree — Creighton Hale INTERMISSION Hurry Back! More Fun in Ten Minutes! PART TWO The Cats Are At It Again! By Aesop 2— DANVILLE-ITIS IT’S CATCHY Keep your eye on the^e little germs Mary Jane Walker. Katherine and Jane Bracewell ;i_ ZOW1E ! Just a Minute— the Boss will give a pair or Stereoscopik Shock Absorbers ,jt_ PIANORGANLOG Fatty and the kid will jazz up a few familiar tunes You all like Peaceful Valley, Cecelia. Normandy and Kinky Kids Parade 5 She’s a Pippin — Bathin’ Suit n’everythin’ “THE BEAUTY PRIZE” With Viola Dana ft__ A LITTLE BIT OF EVERYTHING “Here s where you get yours — don’t you dare go away 7 HAPPY NEW YEAR!!!!! ALL THIS FUN FOR 5 0c — KIDS 25c ONLY ONE SHOW 8:10 TILL MIDNIGHT THE LORRAINE GANG A. B. McCollum — “Mac” Clark Fiers —“Clark” Arthur J. Nelson — “Art” Frank Harris — “Frank” f Maude Street — "Maudie” Harold Lucas — "Toddy” Herbert Walsh — “Herbie” A. J. Nelson of the Lorraine theatre, Hoopeston, 111., has contributed a program used for the first annual New Year’s Eve frolic. The virtue of the program is the facetiousness in which it is composed. An instance of this is the line “The Great Radio Mystery (This ain’t nothin’ like you think it is.)” Unusual The Pastime Theatre RALPH K RUSSELL. Managei Cushing PROGRAM FOR MONTH. FEBRUARY 1926 SATURDAY and SUNDAY FEBRUARY o and / -'■> O jz k ‘THESTORY Oi< PORTLAND CEMENT’ H ~ Educational Q J 2. “MONEY TO BURNS’ H ^ Chapter 3 ‘The Telephone Girl’ Senes n co D 6 ‘THE MASK OF LOPEZ’ S Initial appearance of Fred Thompson ana Silver c King:, the smallest horse in filmdom — You’ll like this one Nine reels yj First shows at 7:45 p. m. Second show* at 9:15 p m. Matinee Saturday at 2:30 p. c An extremely unusual house organ in appearance is that printed by Ralph K. Russell, Pastime theatre, Cushing, la. Above is front page reproduction. Opening of Metropolitan Puts Ginger Into Boston’s Exploitation (By Herald Staff Correspondent) So far the opening of the Boston Metropolitan has waked up precisely one local film theatre — the State. The others are still snoring in troubled slumber. But, Boy! Has somebody come to life in the Back Bay, and found out that there is such a thing as exploitation? Two full pages of ads by various business concerns, all tied up in one way or another with "Mike,” the film feature at the State for the week of Feb. 1. One store gets out a shoe number and titles it the Sally O’Neil pump, and so on all the way down the line. At the top of the big double spread the winners of a "Sally O’Neil Contest” have their pictures. The local girl looking most like Sally O’Neil, star of "Mike,” appeared in person at the State, being dubbed "Boston’s Sally O’Neil.” The odd part of the contest was that the three girls pictured as most like Sally really did look like Sally. Did you ever hear of such a thing in such a contest? The State, after a torpor of years, is now giving the Met the battle of its life for stunts and general publicity. The Gordon houses don’t know what it s all about, and the Keith places are sitting pretty on their name. Trackless Train in Foreign Field During the course of last month’s campaign the Metro-Goldwyn-Mayer Trackless Train crossed the border into Mexico, and for the first time was seen in a foreign land — but not too foreign, for it went to the races at Tia Juana, largely attended by Americans. The train was parked at the entrance to the race track and created a big sensation, especially with the native population. In addition to its regular program while on the Coast, touring the streets of Los Angeles, San Diego and other towns, parking in front of prominent sites, visiting public schools and distributing heralds, the trackless special did some special exploitation work this month by tying up with important events. At Red’s Performance One of these was the football game between “Red” Grange’s team and the Los Angeles Tigers at the Coliseum stadium. It was impossible to get into the grounds as officials were afraid to let the heavy train run on the running track. So the crew parked their charge in an advantageous spot in front of the gates, where thousands of people saw it. Another event that the trackless tied up with was the Alhambra fruit exposition which is attended annually by thousands of people. Again the train was parked by a main gateway, and this time proved to one of the main attractions at the exposition. Thousands of heralds were given away on “The Big Parade.” Once on an exploitation excursion into the town of La Jolla the leader of the Trackless Train activities was asked to speak at a Rotary luncheon, and he gave a big boost, in the speech to the MetroGoldwyn-Mayer company, and “The Big Parade.” Good Stunts Advertise F. P. L. Pictures Stunts appropriate for “The Vanishing American,” “Mannequin,” and “That Royle Girl” have been reported with unusual success. “That Royle Girl” was exploited for ( Continued on page 88) With a large beaver-board cutout in the lobby of the Knickerbocker theatre, Nashville, Tenn., Manager Dewey Mousson succeeded in attracting the attention of his patrons to “The Unguarded Hour,” a First National picture. The entrances to the theatre were decorated with posters of various sizes, also large frames carried scene stills and star photos. From 150 to 175 safety zones carried quarter-sheet posters. Half sheet posters were placed on every street car in the city. Frosted colored bulbs were used in the electric sign on the marquee spelling the name of the picture.