Exhibitor's Trade Review (Sep-Nov 1921)

1126 EXHIBITORS TRADE REVIEW Volume 10 Number 16. An arctic front was used effectively at the Rivoli, Columbia, S. C, not only to give the summer sufferers some relief, but to boost "Playthings of Destiny," which contains a realistic blizzard scene. Goldwyn suggests this stanchion for use in connection with its release "Dangerous Curve A h e a d." It is 3V2 ft. high and can be placed throughout the city or on country roads. Here is a notable example of a three in one ad used to exploit three of Hodkinson's releases at three Rowland & Clark houses. LIBERTY ;™ 1 cJDyndkoan Standing 9Uabel <* Ballin 14 LahmsDi ■ i* Garish Uuftu I flildnd Marrif '«•( woman ti his h rdouAnxd. and Gtnnk. 9Kao±A2a: REGENT 9he JOURNEY? END r^m W/And Old Jjace cBHMIV HINE5 'Sn ^^nc^THE FOREST THE UAfJ 0 Nothing more could be done to make Harold Lloyd's well-known fizz and specs than was done at the Strand, Minneapolis, during the run of "Now or Never." The big cut-out, the largest we have seen of a closeup, covers the box office. Sfcy's the Limit It's a dull week when there doesn't come a lively story of the exploitation work of E. Metzger, manager of the Strand, at Creston, la. Now he breaks in with a real one. After booking in "The Sky Pilot" he obtained the services of an aviator, had him fly into the city with the film and then do aerial stunts for a day. One of these was to drop 50 free tickets from the air. Sounds like an expensive proposition, doesn't it? But it wasn't, Metzger's entire cost, including advertising, being only about $10. The reason is that he induced the aviator in return for advertising, to fly into Creston without charge and to take his chances on getting enough passengers to pay him for his trouble. The aviator cleaned up $75 during his stay and flew away satisfied. In addition to his free ticket shower from the sky, Metzger also staged a "signal contest," which was simply his promise to give ten free tickets to the first person who saw and reported the aviator's approach. He had a large part of the rural district and the town on watch, a telephone girl ready for the report and says that for more than an hour people were telephoning the aviator's arrival. Meantime, a large crowd, including many urchins, had gathered in the business section of the city waiting for the aviator and the envelopes he was to drop containing tickets. For Gold Star Mothers Special showings for gold star mothers and members of their families created big business for the New Fillmore and New Mission theatres in San Francisco, during the simultaneous run at both houses of Thomas H. Ince's Mother o' Mine, distributed by Associated Producers, Inc. The event was held on the Wednesday of the week's showing in each theatre. Special programs with prominent speakers were given, and all mothers who had lost sons in the World War were admitted free of charge, together with as many members of their families as they cared to bring. Mayor James Rolph was the main speaker at the New Mission Theatre. He was introduced by Assemblyman Clarence Morris. At the New Fillmore Edward Rainey was the principal speaker, and was introduced by Assemblyman William Smith. Much publicity was gotten for the event by arranging to have it held under the auspices of the San Francisco Chronicle. The newspaper devoted several columns of space to it in advance, and a full account of the meets as they were held. Bargain Day The time element stressed in the title The Witching Hour co-operated with Fowler, Dick & Walter department store of Binghamton, N. Y., in one of the most successful bargain sales in the history of the store. The tieup gave the theatre four windows and columns of free publicity. Four of Fowler's windows were used. One of the large central windows was designed to represent a still of the picture: two women seated crying, a church clock in the distance striking 2 o'clock — the witching hour — and a man standing with his arm pointed to the clock.