Motion Picture News (Mar - Apr 1926)

.1/ arch 0 , 19 26 1099 Exhibitor's Idea Exchange _ _ __ . Sends us the follow E. F. Nutter, ing outline of a most American, successful and novel Rowlesburg, W. Va. campaign for «The Gold Rush:" We had several banners made up with the name of star, title, dates and featuring the following lines: "See the Kids" 'Gold Rush' with Dogs and Sleds down Main Street, 7 :15 Friday Evening, Jan. 30th, for Prizes of Gold Coin" — -posted these at conspicuous places all over town. Ran announcement at theatre and in newspapers outlining particulars and location of race, stating amount of first, second and third cash prizes. Purchased several dozen Chaplin hats, mustaches and canes from novelty house and gave away to boys entering names for race. On the evening of race, had boys meet at theatre at certain lime for instructions. Then sent them to starting point with two men to see that they were properly in line for the start. Also stationed several of regular force along route of race with red fusees or fire torches. At given signal, all torches were lit from starting point to front of theatre, lighting up the street for two blocks and giving a very good effect from reflection on the snow-covered pavement. By this time the street was lined with spectators and at the designated moment, the starter gave the word to go. From this point, it was better than a circus. With wild yells of excitement, the kids rushed pell-mell down the street at the side of their dogs urging them to greater speed; sleds were overturned and both boys and dogs entangled in the harness; about halfway of the first block, two of the dogs engaged in a fight while running neck and neck, but were hastily pulled apart by their owners; and by the time the first three boys had crossed the winning line, the spectators were in an uproar of laughter for the entire two blocks. In all of our ads concerning the race, we used the title of the picture to every advantage possible. It was not advertised as a race, but as a "Gold Rush." It was necessary, of course, to take chances on the weather. We covered this by providing for a Chaplin Similarity Contest on stage of the theatre in the event of no snow. The success of this stunt, depends largely on the number of dogs available in the town. Within two days after our announcement appeared, dogs were at a premium. Boys were seen everywhere, after school hours, with lariats made of small rope and twine, ready to lasso the first dog who came within reach. This caused much amusing comment which added to the publicity desired. Our campaign was not limited alone to the race. We used, in addition, our regular quota and more, in cards, paper, newspaper space etc., "The Gold Rush" was originally intended as a "side-stunt," but to my surprise, it gained such proportion that all other publicity matter was really superfluous. Thomas L. Barnett, J* the. author of the Finn's Theatre, folI°TngfV co,n " Jewett City tlontto *1S dePart ment: 1 wish to inform you of a little stunt I recently used in connection with the showing of 'The Freshman.' This idea might be used in any little town, same as here, where we have a population of 3,000. I bought quite a number of the balloons which are obtainable at any of the exchanges of the distributor. "I ran the picture two days — on a Tuesday and Wednesday. I advertised that we would give a balloon free to each child who attended the matinee on the Saturday before the showing of the picture and it went over big. "This has two good features — I drew an extra large Saturday matinee because every kid in town wanted a balloon and then the kids covered the town with these balloons, thus giving me a lot of free publicity on the big picture." Ivan Baumgartel, Princess, Gloversville Contributes the following : Enclosed you will find a photo of a minature reproduction of a scene in "The Gold Rush." This I used in Gloversville, N. Y. a short time ago as one of the stunts to exploit this picture. The minature was placed in the foyer and could be seen coming in the theatre. A they never saw anything like it before in that town it made a hit with the patrons. I also used this minature idea in Corning on "One Of The Bravest," it showed Ralph Lewis the star in the picture in the foreground with a background of flames and smoke, red lights were used to make it mure effective, I dug an old okeh record up here in one of local music stores called "Fire Laddie." I had a magnovox outfit out on the marqee and victrola inside the lobby playing the record. It certainly caused. a lot of interest and did help get extra dollars in the box office. The marqee and lobby lights were colored red to give the atmosphere of fire. I also extended an invitation to the fire chief and his men to see the great fire epic. Who recently reAccording to signed as manager Dave Lustig of the Regun, New York, it's gratifying to win an exploitation prize under any circumstances, but there is particular satisfaction in carrying away an award when the winning campaign cost no more than nine dollars to stage. The prize which Lustig recently won, was one of the weekly awards for the "Laugh Month" campaign on short features. His winning stunt was a Charleston contest used in conjunction with the Educational-Cameo Comedv "Hot Feet." Sends us two photos Ray C. Brown, of typical frontal Strand, Altoona, Pa. displays which he used every week at the Strand. One of the displays is reproduced on this page. These decorations, which carry out the atmosphere of the photoplay are constructed by Alvin Hoster, theatre art man under the supervision of Brown. There is a new front for each attraction at the house, experience showing that this procedure is a profitable exploitation effort for the Strand. The "Phantom of the Opera" display, which is reproduced here, was constructed at small expense. Cutouts from the stock paper furnished the main elements of the arrangement. The "Live Wire" lobby, which is shown in the other photo sent in by Brown, followed an equally simple formula. There was a banner across the entrance. This carried a cutout head of Johnny Hines, with his name spelled out on one side and the title on the other. The banner was "supported" at either side by a trestle effect, made by using plaster paris on the boards and painting them an iron color. Miniature scene reproduction from "The Gold Rush" (United Artists) used as exploitation for the picture at the Hippodrome Theatre, Gloversville, N. Y., by Manager Ivan Baumgartel. Lobby display for "The Phantom of the Opera" (Universal) at the Strand Theatre, Altoona, Pa., ivhere a different front is used for each show The ideas are. carried out by Alvin Hoster. theatre art man, under the supervision of Manager Ray C. Broivn.