Motion Picture News (Apr - Jun 1927)

2288 Motion Picture News ibit^^ Ser vice^uHeatts "New Idea Orchestra" Now Howard Theatre Feature Starting Monday, May 9th, Wheeler Wadsworth and his New Idea Orchestra will be presented each week at the Howard Theatre, Atlanta. Wadsworth is a widely known radio entertainer, a saxoplionist, a phonograph record artist, and a composer of popular songs. No innovation ever entered Atlanta on the wave of a more effective advance campaign than that which introduced the "new idea." The town has literally been plastered with snipes, banners and billboards, and there's not an open-eyed individual in Atlanta who hasn't been asking "what is this 'new idea' the Howard is talking about?" Style Shows on Stage and , Screen Popular Hit Manager G. R. Stewart offered two fashion shows to his patrons — one on the stage and the other on the screen, when "Fashions for Women" played at the Publix Sterling Theatre, Greeley, Colo. The store putting on the fashion review also helped in exploiting the double attraction. The store devoted one of its best windows to the display of stills, gowns, and cards announcing the fashion review, title of picture, name of theatre, and play dates. Seed Dealer Ties Up With "Magic Garden" Showing A co-operative stunt involving the free distribution of flower and vegetable seeds resulted in a harvest of profitable publicity for the showing of ' ' The Magic Garden ' ' at the Tivoli theatre, Chattanooga, Tenn. The copy on the little packages read, "Mayo's Annual Garden Flowers — These seeds will produce a Magic Garden which we hope will rival the beauty of Gene Stratton Porter's latest and best story The Magic Garden which will be shown at the Tivoli, April 21, 22, 2^!." MtSCUTS STROGOFF; flEWNfOffllOO0 : = TUMTIES W0» An electric sign in the heart of the Great White Way advertises neighborhood showings. Vniversal's giant sign with billing for '''Michael Strogoff'" at the Community house is shown ttbove. Telephone Girls Compete for Beauty Prize The Broadway Theatre, Portland, Oregon, made several effective tie-ups for "Orchids and Ermine," among them being one with the local telephone company. The contest was conducted by one of the leading newspapers of the city to find the most beautiful telephone operator, the winner appearing in person at the Broadway Theatre during the last night's engagement of the picture, at which time she was presented with a large silver cup from Colleen Moore. The telephone company also placed an automatic switchboard in the corner of the theatre, and put small disks advertising • ' Orchids and Ermine ' ' on the mouthpieces of many downtoAvn business phones. Four extra girls were instructed to go through the telephone directory, and call the subscribers to announce. Ballyhoo on Broadway for "Convoy" at Strand A ballyhoo stunt which attracted great attention from Broadway crowds leaving theatres exploited the Strand theatre's presentation of "Convoy" during the week in advance of its engagement at that house. The unique character of the stunt stirred up considerable interest. From 10 o'clock until midnight, six men, in evening clothes went through the crowds in the theatre section from Times Square to 53rd Street, handing out illustrated newspapers advertising ' ' Convoy." The high-hat gentlemen had a ballyhoo of their own. This consisted of a cabby, guiding his rig close to the curb, who acted as leader of the expedition. As he walked along he kept up a barking act, crying "It's Convoy — the Big Parade of the Navy — Read about it — talk about it — laugh about it — cry about it — but see it." Novel Stage Setting With "Night of Love" Trailer ^Manager Charles H. Amos Avorked a stage novelty with the showing of the trailer on "The Night of Love" prior to that film's showing at the Publix Florida Theatre, St. Petersburg, Fla. The figures of Colman and Banky were cut out of compoboard and placed in a Spanish doorway on stage. While the trailer was being shown these figures of Colman and Banky were illuminated with blue light and faded into an amber. Incense Burner As Lobby Atmosphere for "Mr. Wu" The aroma from incense burnt in the theatre lobby was so strong that people could detect the odor outside on the street — when Lon Chaney in "Mr. Wu" played at the Rex Theatre, Spartanburg, S. C. The lobby and foyer was fitted up with all sorts of Chinese curios, bamboo, and dogwood. Show window of Reo company at Broadway and 54th St., featuring tie-up with '^The Yankee Clipper^' (P. D. C.) during the presentation of that picture at the Roxy theatre.