Film Year Book 1927 (1927)

CIRCUS ATMOSPHERE Have a quantity of cheap white muslin painted up with red vertical stripes as far apart as the width of the stripe, so as to give the elTect of red and white striped material. Take a strip about three feet wide and hang it around the walls of the lobby, with the upper end against the ceiling at the point where it meets the wall. Have the bottom of this strip scalloped, each scallop to take in one of the colors, so that the scallops will alternate red and white. If the lobby isn't too large, the entire ceiling can be covered with the same material, with the stripes matching those on the walls. If ceiling is too large, stretch red, green and yellow streamers across the lobby. The more streamers used, the more "circusy" the atmosphere. SOUTH SEA ISLE ATMOSPHERE This caption covers pictures laid on an island or those in which there is a sequence of a shipwrecked person or persons landing on an island. Get a quantity of inexpensive palm leaves and place four or five behind or above 'jach of your wall frames. If you have no wall frames, make up two long strings of green twine, winding the strings around the stems of the palm leaves, and stretch the strings from one corner of the lobby to the diagonally opposite one, thus having both strings cross in the centre of the lobby. The leaves can be intermingled with cut-out leaves on cardboard painted green, with copy in white letters, pertaining to the picture, star and play dates. WESTERN ATMOSPHERE On one wall erect full length cut-out of star of picture, if possible a front view. This can usually be taken from a six-sheet or larger paper, mounted on compo board and cut out. On the opposite wall, have a large cut-out, full size of the villain of the picture or a horse (if that adapts itself to the picture). Place a lasso of heavy ply rope or lash-line, around the horse's neck, or the villain, as the case may be, and the other end in the hand of the hero at the opposite side Sal up, of the lobby. Some slack should be left on the end of the rope in the hero's hand. On the rope thus stretching across the lobby, can be hung cards carrying copy pertaining to the picture. Atmospheric displays should be used in advance for the lobby and transferred to the marquee on the play date of the picture. COLORED MAMMY On feature comedy. Employ heavyweight colored mammy. Have a sign on her back : "Sober Sal gives one dollar to anyone who can make her laugh." The trick in this is that has her ears stuffed with cotton and covered so she can hear nothing to make her laugh. BURGLAR TOOLS For crime picture. Cooperate with police department for display of burglar tools, weapons, handcufifs, and other police department souvenirs. Secure special detailed policeman to "guard" the display. Supplement with throwaways with scare head, "Reward" or "Catch This Criminal !" LOBBY DANCE On picture with dance atmosphere, hold a dance in the lobby on opening night. All those attending the 9 o'clock performance are permitted to remain for the lobby dance, held from 11 p. m. to 1 p. m. Engage special orchestra, and serve light refreshments. PRIZE RING Rig up a miniature prize ring. Fit it out with the usual paraphernalia — sawdust, towels, pails and sponges, etc. A gong is secreted near the ring, which is sounded frequently to attract the passersby. HANDKERCHIEF STUNT Theaters presenting features with plenty of pathos can get a big kick out of the following idea : Place large clothes basket in front of box office with sign telling patrons that after seeing picture, if they will deposit their handkerchiefs in basket with slip containing their names attached, manager will have them laundered and delivered to their homes. i Wesley Ruggles f Productions i I THE PLASTIC AGE I I I j Producer PACEMAKERS (^Whole Series) and of Walsh Director George Walsh Specials THE KICKOFF i i ( Now Under Contract to Universal I 486