Motion Picture News (Jan - Feb 1926)

February 27, 1926 1005 Schade Prints "Skyrocket'^ Heralds on Valentines George Schade, who owns and operates the theatre emblazoned with his name in Sandusky, 0., evolved a timely idea for his heralds on "The Skyrocket." The picture, scheduled to open its engagement at the Schade on St. Valentine's day, was advertised with hand bills or heralds printed on <3omic valentines, done in color and obtainable in large quantities at a small cost. The backs of these valentines, which are blank, were printed in black with billing for the theatre and " The Skyrocket." The printing was done in two sections, so that the valentine, when folded through the center, made a folder herald of the average size. The valentines, in vivid colors and exaggerated line, bore comic rhymes and attracted Avidespread notice. Charleston Contest Billed With "That Royle Girl" A Ballroom Charleston contest, wherel)y •couples instead of individuals competed for the prizes, augmented the presentation of "Tha't Rovle Girl" at the Strand theatre, Seattle, Wash. Each day different contestants were assigned to tiie stage, with the audience judging the winners. On Saturday the winners of the Meek competed for the grand prizes of *40, $20 and $10 in gold. The contest was held three times daily— 3:05, 7:10 and 9:20. The punch of each performance came when all the couples took the stage at the same time, each attempting to speed up and outdo the other, while the audience signified its pleasure in i»rotraoted applause. Band Concert Features the "Merry Widow" Waltz Manager John Judge of the \'ictoria. New Smyrna, did some unusually effective advertising for his showing of "The Merrv Widow." He arranged with the conductor of the Sunday concert to haxc his band play the Merry Widow waltz, just before their regular program. At the same time an announcement was made that the i)icture would open at tlie Victoria the following day for a two (lavs run. Colorful display for "'The Eagle" (Inited Artists) at the Victory Theatre, Denver. Arrangement ingeniously overcomes limits of shallow lobby space. Designed by Manager Hallock. A special orchestra was engaged to play for the picture and this was widely advertised in all standard exploitation, which was launched three days prior to opening with a truck ballyhoo carrying two six sheets on the attraction. Story Interest Stressed in "Stella Dallas" Ads Following a newsi)aper ad campaign whicii featured testimonials of eminent actors and writers, the copy displayed for the extended engagement of " Stella Dallas " at the Apollo Theatre, New Vork, has recentlystressed the story interest of this ]>hotoplay \ersion of the novel. The " testimonial campaign," illustrated in a group of reproductions in Motion PicTUKK News of February 13, has been succeeded by displays in which the dramatic elements of the characters and heart interest of the plot are detailed in copy detailing sequences of the action and de.sciMption of the characters. "Stella Dallas" produced by Samuel Goldwyn, will be distributed by United Artists and not First National, as erroneously stated in the caption to the reproductions a])peariiig in the issue of Februarv Ki. Dallas Society Girl Sings in "Mannequin" Prologue A special prologue featuring a local societj girl well known for her gifts as a singer, was the main exploitation item of the campaign which was sta,ged for "Mannequin" by Manager Barry Burke at the Palace Theatre, Dallas. Mary Howard, the singer, gave generously of her time and efforts, making several radio appearances in addition to singing in the Palace presentation. She also rode through the town in a motor car, carrying posters for the theatre and the conqjany contributing the auto for the stunt. All of these stunts were given wide newspaper publicity, with daily stories in the society column of the papers. Zipper Boots in Tie Up with "Midnight Sun" A National tie-up for "The Midnight Sun," has been made with the Goodrich Company manufacturing Zipper boots. Twenty thousand counter or window cards shoM'ing the star putting on a pair of Zippers have already been distributed to shoe stores throughout the country. A 6-color footwear calendar is now being prepared l)y the rubber company, to be sent to 500,000 dealers, and they are also using "The Midnight Sun" copy in their rotogravure section ads in newspapers. Build Cutout of "Buster" to Use With Each Comedy Drogin and Shiel, -who manage the Mermaid Theatre in Coney Island, N. Y., have made a cut-out figure of Buster and Tige, which is stationed in front of the ticket booth whenever a "Buster Brown" comedy is on the bill. Over Buster's head is a slate on which is written one of his famous resolutions, a ditferent one appearing with each comedy. For the showing of "Buster Be Good," the lobby was decorated with pennants announcing the comedy. One said : "Buster Brown will drive away your frown." Another: "See Bustor and you will roar." In addition to this display, heT'alds were given a wav. First National's "The Lost WorUV tvas "circussed" in excellent style at the Central Theatre, Jersey City. Outstanding features of the campaign, which ivas conducted by David Schaefer. publicity and exploitation director of the Having & lilumenthal Circuit, operators of the house, <ire shown in the photos above. The ballyhoo, at the left, stirred up unusual interest, as did the lobby decorations, featuring stuffed animals, borrowed from, dealers, and skeletons of prehistoric animals.