The Film Daily (1922)

tH£ -cSi< DAILY Monday, August 14, 1922 Aldine in New Hands (Special to THE FILM DAILY) ^^ilmiiigton, Del. — The Aldine been taken over by the Topkisns Corp. PROFIT BY EXPERIENCE We could cite many cases where our clients have benefitted immeasurably by our service. Why not investigate for yourself ? We will finance any legitimate proposition. Consult with us. CHROMOS TRADING CO. 1123 Broadway Suite 616 'Phone Chelsea 8284 I INSIST UPON Duratized FILMS OM/NG *^ ' '*' WHYM COMtNC M, A. FLEMING & CO. I Dependable I Public Accountants and Auditors ;52 Fifth Avenue at 40th St. ' Telephone Longacre 9074 Putting It Over Here is how a brother exhibitor put his show oner. Send along your ideas. Let the other fellow know how you cleaned up. / Sounded Bugle Calls Omaha — An expert bugler, formerly in the service, was engaged by Manager Johnson of the Rialto during the run of "One Clear Call." Standing on the marquee of the house he sounded the various calls from reveille to taps and including the lesser-known calls. It proved to be a popular demonstration and increased patronage. Here's Real Ingenuity Madison, N. J. — Exploitation painted on the sidewalks has been in common use for some time but G. T, Spoffard of the Liberty, gave it a new angle when he played "Smilin' Through." Some of the main roads were being repaired, necessitating detours. For the benefit of motorists unfamiliar with these by-ways Spoffard had the pavements painted "Go Smilin' Through to Morristown." Another sign read: "To Dover" indicating the direction of the intersection with an arrow. The city council was glad to consent to such a plan which gave the tlieater abundant publicity and rendered a useful service. The American Automobile Association please take notice! SOP! LOOK! LISTEN! For Sale or Rent SPECTRO LAMPS W| furnish and guarantee complete eqi)m(;nt for Studios or Locations. JOS. GELB COMPANY Resented by 512 West 36th St. l\. Hendrickson Telephone, Longacre 1042 R>TH ACKER PRINTS and SERVICE E. O. BLACKBURN j SPECIAL REPRESENTATIVE I ' Rothacker Film Mfg. Co. Chicago, 111. Rothacker-Aller Laboratory Hollywood, Cal. iMJfifth Ave., N.Y., Murray Hill 1831 Teaser Ads Worked Columbus, Ga. — Manager I. C. Holloway had the curiosity of this town at fever heat by the time he opened "Lessons in Love" at the Rialto. About a week in advance, he started a teaser campaign in the daily papers by inserting a quiet and unostentatious announcement that Monday, Tuesday and Wednesday of the following week, lessons in love would he given by an expert. Each lesson was to take only a trifle over an hour and was guaranteed to please. For further information, one had to call a given 'phone number. These changed only a little in wording, some giving the street address of the theater. It was a potent appeal to the iinagination and many a surreptitious call came to the theater for a little private information on the subject. An Error But It Helped San Francisco — Because a newspaper rack was built at the bottom of the sign, the Inige display advertising "The Crossroads of New York" at the intersection of Market, Kearney, Third and Geary Streets, remained up for two weeks despite local ordinances. The fact that the Chronicle was sold from the rack and that the display was regarded as a newspaper tie-up with all the privileges of the press rendered it safe from police interference. The result was that the picture at the California got the benefit of the most prominent publicity space in the city without any more cost than the erection of the stand. It is to be used later for the "One Clear Call" at the Tivoli. Coast Brevities (Special to THE FILM DAILY) Hollywood — George Siegmann will be seen in "Passions of the Sea." Cliarles J. Parrott is directing lairv "Snub" Pollard. Norman Dawn will start directing a new production shortly. Jack Conway will direct Herbert Rawlinson in "Another Man's Shoes." Viola Dana and "June Madness" company are on location at Balboa. Wolves Supplied Idea Creston, la. — Coincidence and an ability to recognize and take advantage of an opportunity brought success to Manager E. Metzger of the Strand during his showing of "The .Silent Call." The newspapers carried a story about a farmer who had captured five young wolf cubs and figured out the bounty he would get for them. Metzger reached the farm in time, secured their loan for his house during the run of the film and then held a special matinee offering passes to boys bringing dogs with some wolf strain in them. More than 200 youngsters responded and even water spaniels were led forward with the assertion that they had a wolf strain. The judges were liberal in liicir decision and could afford to be. The free advertising given the picture almost doubled normal receipts. Meanwhile, the wolf cubs were used in the lobby of the theater for display purposes. Betty May the new Century lead has been signed on a long term contract by Julius Stern. Ralph Graves will he seen in "The Jilt," which Irving Cummings is directing for Universal. Joe Rock has finished "AH Baba" for Federated Film Exchanges. Billie Rhodes will also be seen in it. Wesley Barry is finishing "Little Heroes of the Street" which Harry Rapf is making for Warner Bros. The title of "A Kiss in the Dark," the next Tom Mix production has been changed to "Blood Will Tell." Bernard McConville will write a story which Emmett Flynn will direct with William Farnum as the star. Getting Real Newspaper Space Every town has its pet blind man — some boot-black, newsboy, or street vendor that is more or less a town figure. Bill Danziger, a Paramount exploiter tied up with the town blind man when the Illinois played "Our Leading Citizen" and grabbed a lot of free newspaper space. The Elwell and Hainline managements invited Bob Purdy to "see" the picture and Danziger prepared several long newspaper stories about the possibility of a blind man holding the wrist of another person and perceiving the screen story through the "pulsation" — the Helen Keller stuff. Publicity or no publicity, it made a good newspaper yarn and the picture and the theater rode into the public consciousness on the wave of interest that attended the stunt. Estelle Taylor will play the feminine lead in "Thorns and Orange Blossoms," which Gasnier will direct lor Preferred Pictures. Billy Dove and the Metro company filming "Country Love," have returned from location along the .'^acramento River. Distributed Novelties Boston — Gordon's Central Square got out two novelty stunts for "Beyond the Rocks" which were nearly 100% effective. One was a little envelope with the following on the cover: "You will be surprised — but don't throw this at anybody." Upon opening, the recipient found a little rock and card reading: "This is a lucky stone. Keep it in your pocket. It will carry you safely "Beyond the Rocks," etc. According to John P. McConville, Paramount exploiter, who helped with the stunt, the thought liehind the lucky stone was that a large part of the public is superstitious anyhow and would not tempt bad luck by throwing the stone away. The other novelty was a similar envelope with the following on its cover: "You will smile when you open this. Follow instructions and you will keep smiling." Inside the envelope was a little card with a safety pin attached. It read: "Use this in case of accident. Gloria Swanson met with a series of accidents, etc." Monte Banks' first comedy for P'ederated. produced by Ben Wilson, will be called "Pure But Simple." It is scheduled for early fall release. Lillian Lascelle will be business manager for the Ward Lascelle company which is filming "Mind Over Matter." Abe Scholtz has been appointed cameraman. Cecil Spooner, Eddie Barry and Billie Fletcher will be seen in "F'amily Affairs." which Ben Wilson has just completed for Federated. It is the first of a series of 12 comedies. Production has started under direction of Howard M. Mitchell on "The Great Night," featuring William Russell. Cast includes Wade Boteler, Henry :\. Barrows, Harry Lonsdale, Witmifred Bryson, with Eva Novak in the leading femiiiine role. H. E. GAUSMAN. Regent Ready Jan. 1 (Special to THE FILM DAILY) Grand Rapids, Mich. — Jan. 1 has been set as the opening date of the Regent. The Regent Theater Co., William M. Wurzburg, president, is building.