The film daily year book of motion pictures (1932)

WINDOW DISPLAYS — Window Tapper An effective window tapper to call attention to a display can be made with an electric bell with the gong removed. This is placed in the window in such a position that the hammer barely touches the glass, and is wired to a battery with a switch instead of a push button. Throwing the switch will give a gentle tapping that will get attention even from the engrossed, and a single cell battery will run the bell for a couple of days or more, according to its hours in use. The same gag can be used to beat a drum or vibrate a cymbal for a noisemaker in the lobby if the noise will not penetrate the auditorium. It can also be used for machine gunfire for a gangster picture if directed against a cigar box. □ — Galloping Mothballs The idea is a wide-mouthed jar placed in the window and filled with soda or other charged water. A handful of mothballs are tossed In; these rise to the surface and drop back to the bottom of the jar with what seems to be an uncanny effect. It really is very simple. The balls attract small bubbles of gas, liberated by the water. When a sufficient number has collected the ball is buoyed to the surface, to mass again when a sufficient number of bubbles have burst to cause the mass to again become heavier than the water. When the gas is all out, the water must be merely replaced with a fresh supply. Keeping the bottle cool will retard the action. Heat will hasten the release of the gas and the consequent movement of the balls. □ — New Clock Gag Here is a new one on the old clbck gag. The clock is placed in a jeweler's window, and the public is invited to estimate how much the clock will gain or lose in a given period. The contest is closed before estimators have a chance to check too closely on the clock. The jeweler's sales angle is that the electric clocks he sells neither gain nor lose. □ — Bathing Styles Always good on a feature with bathing or summer appeal. The department store arranges a display of Its modern bathing costumes, contrasted with the kind that mother used to wear. A good display will show a sample of each costume down through the years, properly labeled. The striking variations from year to year makes a display that will always arrest attention. □ — Teaser Window One of the old standbys that is always good for an occasional ride. Secure the window of a vacant store near theater. Have window completely whitewashed, except for a space for a small peep-hole and an announcement card alongside. The latter contains copy to arouse the curiosity of passersby and cause them to gaze through the peep-hole. Inside they view a large painting of the star, a cutout or any other novel display that you can work up on the feature. □ — Hope Chest A Hope Chest is displayed empty in the lobby, with a card advising that certain stores are going to contribute one article apiece to the chest. The contestants are required to visit the windows of these stores, and try to guess which articles displayed in the various windows will be contributed. About eight merchants are needed to put this one over. Contest cards are distributed by the stores and the theater, to be filled in with the guesses of the contestants. □ — Window Sketcher Properly built up by the department store, this can result in strong publicity for both store and theater. The department store engages a local artist to appear in a window at certain hours. The artist makes sketches of the star of feature, models of the store's new style creations, and every once in a while sketches one of the onlookers. Stills and cards in window tie up your feature attraction. □ — Name Cards One that is sure to line them up in front of a store window. The dealer displays twenty or thirty neatly printed cards bearing the names of local residents. Naturally he selects folks who he would like to have as patrons. These persons upon properly identifying themselves in the store, receive a pass to the attraction. One of the most simple yet effective stunts to help the dealer. 695