Exhibitor's Trade Review (Sep-Nov 1921)

September 17, 1921 EXHIBITORS TRADE REVIEW 1127 Fender Leasers While advertising by the use of cards on the front and rear fenders of street cars is no novelty in many communities where the purpose of informing the motion picture public of the attractions available at local theatres, this method has never been employed in St. Louis because of the nearly prohibitive cost. Skouras Bros., however, co-operating with a chain of theatres in St. Louis who have been doing things in a big way in the exhibiting field, felt that motion pictures would support any advertising that could be supported by any other enterprise and accordingly when they booked "Mother o' Mine" for their West End Lyric and Skydome, they contracted for both the front and rear fenders of all the street cars operated in St. Louis. The result was so satisfactory that they renewed the contract for a showing of "Love," featuring Louise Glaum, shown at the same theatre. Kipling9 s Verse Richard Spier, director of publicity for Gore, Ramish and Sol Lesser chain of theatres, used an art post card of inexpensive cost for the exploitation of the showing of Mother o' Mine, released through Associated Producers, Inc., at the Kinema Theatre, in Los Angeles. A light tint purple cardboard postcard size was utilized for the novelty, the first three verses of Rudyard Kipling's poem "Mother o' Mine" printed on the reverse side from hand lettered plate. On the front side of the postcard a cut of Lloyd Hughes and Claire McDowell was used, reading "Thomas H. Ince's supreme triumph, Mother o' Mine, Kinema Theatre, starting Saturday. A pea green ink was used and the whole result was artistic enough so that the theatre received many requests for extra cards after they had been sent out to the regular mailing list. All Nations Stunt An international flavor characterized the programme recently at the Brooklyn Mark Strand, Managing Director Edward L. Hyman capitalizing the present intense interest in worldwide affairs with short film subjects of foreign locale and musical novelties, utilizing as their themes the lands across the seas. The all-nations bill started in Scotland, revealed the quaint spots and customs of that country in a topical film and a group of Scottish ballads by a famous singer of highland ditties, shifted to Holland dykes and windmills with a quartette of girl dancers in Dutch dress bringing out the soothing rythm of the Holland dance lore, while the news film dealt almost entirely with outstanding foreign news events. Florence Mulholland, who is the idol of the Scotch because of her ability to sing the ballads of that country, brought out the Brooklyn Scottish societies. She sang "Bonnie Dundee" and "A Wee Bit of Land." Following this group of songs Mr. Hyman presented a Robert Bruce Scenic of Scotland titled; "In the Bonnie Brier Country." This carried "shots" of enticing Scotch scenery and types. This effective exploitation of Associated producers, "The Ten Dollar Raise," made empty windows tell a story to passersby — and then some. When ' The Love Special" was shown at the Capital, O k 1 a homa City, Manager E. I. Lewis dressed up the lobby to represent a railroad depot entrance with time table and other accomplishments with an admonition to hurry. HURRY! Leaves the Capitol Theatre Thursday, Friday, Saturday June 2nd, 3rd, 4th The Following Hours TIME SCHEDULE: Leave 11:00 1:00 2:45 Arrive 12:45 2:30 4:00 An air of prosperity was given to Lester's Rivoli, Columbia, S. C, by this summer time display and his careful selection of paper to attract attention to Pola Negri in "Gypsy Blood."