Motion Picture News (Nov - Dec 1926)

November 20 , 19 2 6 1955 3-Cornered Tie-up Exploits "Temptress" Strand Manager Uses Outline Cut In Card Supplied Youngsters TPHE Strand Theatre, in Altoona, Pa., A ran a coloring contest on its own — without any assistance from newspapers, schools or other agencies usually tied-in with stunts of this kind — and did very well on it, thank you. The stunt was employed by the Strand management to exploit the presentation of "The Blue Boy." As outline cuts are being furnished with these pictures by Educational, the house made good use of this accessory. The Strand manager used one side of an 11 by 41/^ inch cardboard give-away for reproduction of the large outline drawing and details of the contest. On the reverse side he printed a much smaller reproduction of "The Blue Boy," with suggested color diagram chart. He also called attention to the copy of the original on display in the theatre lobby. In addition, on the reverse side, he advertised the coming feature length picture, as well as "The Blue Boy," and a new Felix the Cat Animated cartoon. Five prizes were offered the winners to be awarded from the theatre stage in the afternoon, as the contest was limited to children under 12 years of age. The entire give-away card was printed in blue ink on white cardboard. Newman Reviews Feature at His House for Paper Motion picture critics and exhibitors have always been considered, to a certain extent, "friendly enemies." But the rule was broken out in Los Angeles by Florence Lawrence, drama editor of the Examiner, the leading morning paper. Frank L. Newman, managing director of the Los Angeles Publix theatres, had used The "Y" gymnasium class of Shreveport, La., put on free exhibitions in front of the Majestic Theatre in that city as a publicity stunt for their organization and the showing of "The Strong Man" {First National) as an advertisement a signed statement endorsing "The Campus Flirt." He did the same with "The Ace of Cads." Both pictures scored at the Metropolitan Theatre. Florence Lawrence then called on Mr. Newman and said : "Since you are such a good prophet, why can't you be a critic? I would like to have you criticize one of your shows and do it impartially." Newman did. The write-up appeared and was the talk of the town. The picture he criticized was Paramount's Richard Dix in "The Quarterback." *,.*■ /X'' warn L.d Denny */' Jrom me I & AMERICA ««««» Neat Device Winks Bebe's Eye in Lobby Display Manager Chas. H. Amos used a novel mechanical electrical shadow box ten days in advance of showing to advertise "The Campus Flirt" when that film showed at the Carolina Theatre, Greenville, S.C. The box was constructed in the following manner : A stock one-sheet showing Bebe Daniels with one eye closed was pasted on glass. An open eye was cut from another one-sheet of the same type and pasted on the back of the closed eye. The closed eye and the one pasted on were treated with oil to make it transparent. A small tube was run from the back of the eye and concealed in the shadow box. This tube had an electric globe and flasher in it, and gave the effect of Bebe Daniels winking. Dancing Class Performs in "Aloma" Lobby An atmospheric lobby display for "Aloma of the South Seas," at the Liberty Theatre in Lake Worth, Fla., proved an effective background for performances by members of a local dancing class, and into the bargain attracted much attention to the showing of the Gilda Gray vehicle at the Liberty. This stunt was staged as a result of a tie-up which Manager S. S. Oakley made with the dancing instructor. u The "money truck" which paraded the streets of Denver to ballyhoo the engagement of "Take It From Me" (Universal) at the America Theatre. The truck was supplied through a tie-up with a local automobile agency Fig Leaves" Stenciled on Walks Exploit Grand Three days before his opening presentation of "Fig Leaves," Manager Bruce Snider of the Grand Theatre in Bessemer, Ala., notified the town of the event by stenciling green fig leaves on the sidewalks. The idea was followed up by distribution of envelopes, bearing the line "what the modern Eve used to wear," and containing an artificial fig leaf.