Exhibitor's Trade Review (Sep-Nov 1921)

1396 EXHIBITORS TRADE REVIEW Volume 10. Number 20. The neat stage erected in the lobby of the Majestic, Portland, Ore., when Frank L a c e y showed "Experience." The marionettes were made of large cutouts. Telegraph to Mother A unique and most effective lobby stunt for the showing of Goldwyn's Rupert Hughes picture of home, "The Old Nest," at the Palace Theatre, Fort Worth, Tex., was the installation in the lobby of a desk with a telegraph instrument by one of the telegraph companies. An operator was assigned to the instrument while showings were in progress. It proved one of the most effective lobby displays ever pulled in Fort Worth. Hundreds of messages to mother were telegraphed by men and women immediately after seeing the picture screened in the theatre. And crowds of persons were attracted into the lobby by the unusual sight of a telegraph instrument clicking in a theatre. Not only was "The Old Nest" exploited in a novel and most effective way by the stunt but the telegraph company which assigned an operator and instrument to the theatre profited greatly through its co-operation. Charley Ryan, of the Garfield, Chicago, III., is one of the livest exploiters, and this is the company he kept on his 12th anniversary, which he exploited all over the city. Circus methods used by Harry Dixon when Harold Lloyd's "Now or Never" ran at the Star, Buffalo. A hook-up with phonographs on Famous Players' " E x p e r ience." Note what the shields say. Used extensively in windows when the picture was shown at the Circle, Indianapolis. "Who Won?" Cards Herb Johnson, of the Luna Theatre, Lafayette, Ind., like his namesake, the famous Walter of the Washington American League team, believes in "mixing them"; and, after a summer of snappy outdoor exploitation, has put one over the plate with the slower, quieter mailing list. The occasion was the appearance of Katherine MacDonald in the First National attraction, "Trust Your Wife" Johnson had printed some beautiful postcard folders, one side utilized for the address and the other for his exploitation story. This read as follows: "If you were blessed with a beautiful wife and you suddenly discovered that she had made a nocturnal trip to the private yacht of a millionaire pagan; if you rushed to the pier just in time to see the yacht cast anchor and sail away, if you returned to your deserted home and the next day your wife made her appearance— would you believe that she acted only in your interest and for her supreme love of you? "Such a problem presented itself to the doubting husband of beautiful Margot Hastings and will be unraveled at the Luna Theatre the first three days of the coming week. "The millionaire sportsman had the helpless wife locked and cornered in his cabin. " 'Silence my conscience and you win, but let me awaken your conscience and I win' was her challenge to him. "Who won?" Johnson mailed out several thousand of these postcard folders and the house was packed with dutiful and butterfly wives and trusting and cynical husbands. Big Book Tie-Up Paramount has tied up with Boni & Liveright, New York publishers, for Arthur Schnitzler's "Anatol," which was the basis of Jeannie McPherson's scenario for "The Affairs of Anatol." Walter P. Lindlar, assistant director of Paramount exploitation, made arrangements for books to be shipped on consignment everywhere in the country for displays. The book is an issue of Boni & Liveright's Modern Library Series, a collection of limpleather volumes which sell for 95 cents.